customer psychology buying decisions - r.c.churchlifercchurchlife.com/pdf/consumerpsychology.pdf ·...

KingdomBusiness Leaders

Customer Psychology

&

Buying Decisions

Agenda

1. Background

2. Cognitive vs. Affective Buying

3. Cognitive vs. Affective Marketing

4. High Involvement vs. Low Involvement Buying

5. High Involvement vs. Low Involvement Marketing

6. Cognitive/Affective and High/Low Involvement

7. Cognitive/Affective and High/Low Involvement Promotion Examples

8. Wholesale Customers

9. Geeks, Nerds, Fanatics, Gurus, Critics and other Nut Cases

10. The Customer Decision Process

11. Discussion / Q&A

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• Buying decisions are not always rational:

The glasses story

The beer story

• Sometimes, lightning strikes!

• If you can duplicate that lightning strike over and over, then you will have all the sales you can handle.

• What is really going on inside the mind of the customer?

• The customer usually doesn’t realize what is happening.

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Background

Cognitive vs. Affective Buying

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Cognitive Affective

Fact-based Emotional Rational Feeling Deductive Experiential

2016 UCMAS Canada Inc.

Usually, the marketing will align to the type of buying behavior…

Where is YOUR product/service?

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Cognitive Affective

Your business/industry: Your product/service: Place a mark where your product/service is…

How does Cognitive vs. Affective

impact your marketing?

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Cognitive Affective

High Involvement vs. Low Involvement

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High Involvement

Low Involvement

Level of time, effort, mental/physical energy

Where is your Product/Service?

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High Involvement

Low Involvement

Place a mark where your product/service is…

High Involvement vs. Low Involvement

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High Involvement

Low Involvement

Where is your product/service

(mark the intersection)?

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High

Low

Invo

lve

me

nt

Cognitive Affective

Cognitive/Affective and Involvement

Promotion ~ Examples:

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Jared

Coke

RC Cola

2016 EBR 1190 RX

Folgers

Diet Pepsi

Cognitive/Affective and Involvement

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High

Low

Invo

lve

me

nt

Cognitive Affective

Where are your customers? Where is your product/service? (Same as customers?) Do you have different customers at different positions? How should you promote and price your offering to

align to your preferred customers? How does your distribution/placement strategy align? Where are your competitors? How can you take

advantage of this? How can you better align to where your customers are

positioned?

Wholesale Customers

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High

Low

Invo

lve

me

nt

Cognitive Affective

Geeks, Nerds, Fanatics, Gurus, Critics

and other Nut Cases

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Landing Net (~$20-$25)

Simple: handle, hoop, net “basket”

Ranger Tournament Series Model# 9788TFB ($80-$100)

Hoop width:

22”

Hoop length: 25”

Basket Depth:

24”

Telescoping Handle: 54” - 84”

Octagonal handle shape

Rubber coated PVC knotless ¾” net basket

Heavy-duty aluminum handle

(strong, lightweight)

Anodized 5/8” aluminum hoop

with reinforcement in key areas

Flat bottom basket for

fish handling

Heavy-duty snap locks

Stick-on ruler on handle

Extra snap position

Geeks, Nerds, Fanatics, Gurus, Critics

and other Nut Cases

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…aka “Aficionados”

Geeks, Nerds, Fanatics, Gurus, Critics

and other Nut Cases

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High

Low

Invo

lve

me

nt

Cognitive Affective

A …aka “Aficionados”

Geeks, Nerds, Fanatics, Gurus, Critics

and other Nut Cases

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High

Low

Invo

lve

me

nt

Cognitive Affective

A …aka “Aficionados”

Customer Decision Process

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Need Identification

Information Gathering /

Search

Evaluation of Alternatives

Purchase

Post-Purchase Evaluation

Feedback

Adapted from Management Study Guide

Discussion / Q&A

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• Are your customers High or Low Involvement?

• Are they Cognitive or Affective buyers?

• Is your marketing and selling aligned to this?

• How can you make “lightning strike” again and again?

• Is there a niche out there for your product/service with buyers who are different on these dimensions?

• Are you explaining the BENEFITS (not features)?

• How can you leverage “Aficionados”?

• How can you turn “Aficionados” into repetitive buyers?

• Are you walking customers through the Decision Process in an effective way?