insights ri4a
DESCRIPTION
ÂTRANSCRIPT
Harvard Business Review (2014) Tim Halloran
The power of emotions
Stories that make you emotional are
usually the ones that are the most
significant to you. The strong
emotions make them memorable,
leaving a print on people’s minds.
Marketers have started to use this
aspect to promote their products,
creating stories with depth and feeling
about them. This way, the viewer feels
moved by the story and connected to
the brand.
Storytelling
Marketers have to ask themselves
“What is the objective of the brand’s
story?”. The purpose can vary from
making the consumer laugh out loud
to leaving the viewer crying his eyes
out. The important is that the story
must bring the brand’s personality to
life. Thus, the spectator will remember
the advertisement for a longer time,
feel moved by the message and
connected to the brand’s personality.
And that, of course, will significantly
increase the chances of making him a
buyer of the product.
Why marketers want to make you cry
Harvard Business Review (2012) Patrick Spenner & Karen Freeman
Excess of information does not help costumers making their decisions
Providing a lot of technical
information makes the buying
decisions more complicated.
Brands can simplify this decision
by giving trustful information
based on what he needs, helping
make the purchase quickly and
confidently. This way, the
consumer feels that this brand
understand his side and will
probably return because of a good
past experience.
The best way them to simplify the purchase decisions
Most of the customers don`t want
a full explanation about all
features of the product, they just
want someone to understand what
they really need and indicate the
best products to the situation.
Provide trustworthy sources of
product information,
recommendations and offer tools
that allow consumers to weigh
their options by identifying the
features that are most relevant to
them is the best way make a
remarkable experience.
To keep your customers, keep it
simple
The excess of information and marketing messages are pulling the customers away Don`t be insistent at
advertising. Keeping
the customer`s mailbox
full is not going to
make the brand more
noticed and
remembered.
Costumers don’t want a long term relationship
Most of the customers just want to buy the product, and if gets a
great discount is even better. Offer other products or fidelity
programs will not make them more satisfied, probably they will
think that the company is trying to fool them. When the purchase is
happening through online ways is even worse. The costumer don`t
have employee`s help and don`t want to spend hours at the store
website. That is why is so important to know who is the client what
the company can do to simplify the purchase decision. The key is to
make to confident about their choices.
Harvard Business Review (2014) Shirli Kopelman
Be mindful Means noticing and accepting what’s
happening around you from the
expressions on other peoples’ faces to
any emotions you’re feeling in that
moment, such as anxiety or pride.
Identify your emotional trigger If you can precisely identify what
triggered your emotion, then you can
choose to focus on other things or
people.
Make your emotions work for you in
negotiations
Reinterpret the trigger Often our initial interpretation of a
trigger is based on what we most
fear but you can reinterpret the
trigger to help spark another
emotion.
Change the physiological expression You can alter physiological things
like your facial expression, body
posture, or breathing to decrease,
intensify, or replace the emotion
to feel safer.
Take action that other will see Feel the right emotion isn’t
enough and your actions need to
reflect those emotions. You can do
this verbally or non-verbally.
How culture shapes the offices Harvard Business Review (2013) Christine Congdon and Catherine Gall
Everyone knows that the culture
of each population directly
influences at how a company
works. But it goes more than
productivity and relationship
between the ones involved, it can
affect how an office arranges it`s
space distribution.
Culture can decide more than what is known
The space organization from each culture
The way that how the different
levels of employees are arranged
inside the company differs from
country to country. Firms can
design spaces that help
employees operate more
effectively. The allocation of
space provided happens
according to the “preferences” of
each culture. This directly
changes the level of productivity
and the results obtained.
How music makes us feel better The New Yorker (2014) Maria Konnikova
The study In 2012, a group of mice were
exposed to different kinds of
music during their recovery from
heart transplants. The sounds
varied from classical to pop music,
indistinct noise and no music at
all. It was already known that
music helps patients during
surgery and recovery, but the
researchers were trying to
indentify which kinds of music
helped the most, and what exactly
are the effects on living
organisms.
The results The researchers have discovered that the
music that made the most effect was
classical, with compositions by Mozart and
Verdi. Their harmony and pace helped the
mice to keep a regular heart rate, and to
have a better acceptance of the
transplanted heart. The mice exposed to
classical musical survived for an average of
20 days longer than the others, which
confirms the benefits from listening to the
compositions.
Journal of Consumer Research (2014) Cristel Antonia Russel and Hope Jensen Schau
When narrative brands end: the
impact of narrative closure and
consuption sociality on loss
accomodation
Alguns entrevistados reportaram
fortes emoções e um período de luto
quando sua serie favorita acabou ou
seu personagem favorito morreu, os
autores da pesquisa afirmam que as
pessoas descreviam como se tivessem
perdido um melhor amigo.
Fortes emoções
Pode-se concluir que o processo de
perda relacionada às narrativas é o
mesmo processo de quando se perde
uma pessoa, primeiramente a fase de
negação, então uma fase de paralisia,
sem entender e por fim ocorre a
aceitação.
Perda familiar
Harvard Business Review John Michel
The most effective form of leadership is supportive
Leadership isn’t about exercising power
over people, but rather, it’s about finding
effective ways to work with people.
Embrace and promote a spirit of selfless service
Leaders need to be dedicated to help
others to succed, and not only dedicate
in promoting themselves at others’
expensive.
Great leadership isn’t about you
Always listen to other peoples’ ideas
Leaders should be open to others
opinions, no matter how different they
may be.
Ao assalto do sono Le Monde Diplomatique Brasil (2014) Jonathan Cary
Ao analisar o sistema econômico atual,
Luc Boltanski e Eve Chiapello mostraram
como estar ocupado, em interconexão, em
interação, em comunicação um meio
telemático qualquer enaltece a figura do
indivíduo.
O homem sempre ocupado
Insônia na modernidade
O estado desacordado sofreu
desvalorização a partir de meados do
século XVII. René Descartes, David Hume
e John Locke tinham a percepção de que o
sono atrapalhava a busca pelo
conhecimento.
Modo suspensão Com o propósito de realizar todas
nossas tarefas, o sono é
prejudicado, uma vez que pode ser
interrompido a qualquer momento.
A lógica on/off foi ultrapassada, já
que nada mais está completamente
“desligado” ou fora do ar.
6 things you're doing that seem
productive, but aren’t
Fast Company Magazine (2014) Vivian Giang)
MEMORIZING YOUR TO-DO LIST
Right down your things
to do or take they out of
your head.
PUTTING THE MOST IMPORTANT TASK AT THE TOP OF YOUR TO-DO LIST
This will make you not
want to do it, especially if
you are a procrastinator.
RELYING ON A TASK-MANAGEMENT SOFTWARE
The information you join
can be postponed and not
done immediately.
DELAYING MAKING DECISIONS
If you can do it now, do it!
SAYING “YES” TO EVERYTHING
Saying yes to everything
makes you an
unproductive person. You
must be focused.
THINKING YOU’RE CAPABLE OF MULTITASKING
Your brain can’t do multiple
things at the same time. It
only gives us a sensation of
accomplishment
Stadium attendance in German
professional football – the
(un)importance of uncertainly of
outcome reconsidered Applied Economics Carlos Pestana Barros, Bernd Frick e José Passos
The variables indicating whether home or
away team still has the chance to win the
championship have a significantly positive
effect on attendance
Positive performance, positive attendance
More chances to win, more attendance
The less balanced a match is, more are
the number of spectators
Variables of attendance
The ticket’s cost and the current team
performance don’t affect attendance,
while the rain reduces attendance in
matches
The end of the hipster: how flat caps
and beards stopped being cool The Guardian (2014) Morwenna Ferrier
Who were the hipsters? The Urban Dictionary defines hipsters as “a
subculture of men and women, typically in
their 20s and 30s, that value independent
thinking, counter-culture, progressive politics.
The hipster’s death
Chris Sanderson, futurologist and co-founder
of trend forecasting agency The Future
Laboratory says: “The hipster died the
minute we called him a hipster. The word no
longer had the same meaning”
The two types of hipsters
Talking to the Observer last week, he
suggested there are now two types of
hipster: “Contemporary hipsters – the
ones with the beards we love to hate – and proto-hipsters, the real deal.”
Journal of Advertising (2013) Marie-Cécile Cervellon
“Victoria’s Dirty Secrets” is a
campaign created by ForestEthics, to
attack Victoria’s Secret for the
destruction of endangered forests
through the massive printing of
catalogues daily.
Results confirms that highly eco-
involved participants are more
affected by green communications
targeting brands than are low eco-
involved individuals, and also
indicate an effect only on the
attitude toward victoria’s secret.
These types of
campaigns
motivate
costumers to
become active
players, and that’s
why are called
tactical weapons,
but…
Researchers
found that
voters dislike
negative
campaigns and
don’t trust
negative
messages.
Attacking a
brand is often
counterproducti
veas costumers
are likely to take
the defense of
the brand
“victim”.
A costumer’s level of involvement
with an object, situation or action,
is determined by the degree to
which
she perceives the concept to be
personally relevant.
The acceptance or rejection of green
claims is partly determined by the
involvement and concern of
costumers for the protection of the
environment.
Victoria’s Secret started printing
catalogues using recycled paper.
Victoria’s dirty secrets
Revista de Administração de Empresas Marcus Vinícius Peinado Gomes
Sustentabilidade e as grandes marcas
É possível perceber marcas globais
tentando seguir a tendência de ser
sustentável. Entretanto de um lado
as grandes marcas procuram
potencializar a sustentabilidade e de
outro lado, as grandes vilas, que
não se privam de limitar seus lucros
para salvar o mundo dos seus
próprios danos ambientais e sociais.
Seria o envolvimento das marcas globais com sustentabilidade uma falácia?
Os movimentos sociais constituam
parte importante dos avanços
trazidos na redução dos impactos
ambientais de diversas cadeias,
porém é apontado que as grandes
marcas transformaram a
sustentabilidade em ferramentas
administrativas.
Econegócios: como as grandes
marcas capturam a agenda da
sustentabilidade
Econegócios e a captura da sustentabilidade
O econegócios acabam por promover a
transformação de ‘sustentabilidade’ em
um reposicionamento de marcas.
Contudo, a utilização do termo
“sustentabilidade” como ferramenta de
negócios para benefícios da empresa,
passa descredito na possibilidade de em
praticas para conter realmente os danos
ambientais e sociais.
O papel do consumidor
É preciso, também, refletir sobre o nosso
papel nesse processo, questionando
nossos interesses, crenças e motivações,
como consumidores, cidadãos e, para nós
do mundo acadêmico, pesquisadores das
sustentabilidades.
Politização da sustentabilidade Uma politização da sustentabilidade é
necessária, afinal a influência nessa
agenda se constitui por meio da relação
entre os atores e se materializa em
práticas sustentáveis e novas tecnologias
administrativas. E não somente através
do econegócio.
Jornal of Consumer Research (2014) Marcus Robert J. Fisher and Yu Ma
The beautiful is good stereotype
Attractive children are inferred to be
more intelligent, popular, sociable, well
adjusted than their less attractive
counterparts as well as being more
successful in securing their
nurturance.
The negative effect of attractiveness on empathy
It only occurs when the child is not in
severe need, because attractive
children are assumed to have social
skills and abilities that enable them to
differentially secure the adult
protection and nurturance they
require to survive and prosper.
The price of being beautiful: negative
effects of attractiveness on empathy
for children in need
Attractiveness
Negative Emotions
Promoting stories about terrorism
to the international news media: a
study of public diplomacy Media, War & Conflict (2013) Moran Yarchi, Gadi Wolfsfel, Tamir Sheafer and Shaul R. Shenhav
Political actors attribute great
importance to their image in the
international arena and to so-called
‘soft power’.
Public Diplomacy
Key Elements
The political values proximity between
a particular antagonist and a target
country; The policy proximity between
a particular antagonist and a target
country; The extent of experience with
terrorism; The nature of the conflict
events.
Successful Message
Media coverage is considered
successful when the event, topic, or
political actor is framed in a way that
supports the positions and commentary
of one side in the conflict or that is
detrimental to the other. The emphasis
should be on the brutality of the crime.
An exploratory investigation into the
effectiveness of team kit sponsorship:
fans’ perspectives of new sponsorship
in the German Bundesliga Journal of Consumer Behavior Robert James Thomas and Frank Roeseler
There is no connection between team performance
and sponsor’s power in the market
“Everybody knows that I’m a Dortmund fan, and that’s all that matters”
“Players win games, not PUMA”
The consumption of the kit sponsor’s product does
not enhance the fan’s personal relationship with the
club
A brand can influence perception and represent a
major condition of building equity
“We’re a winning team, so we need a winning brand”
The Guardian (2014) Stuart Jeffries
“A rede está morta”
A Wired magazine trouxe estampada
em sua capa essa frase para
argumentar que os princípios
igualitários da internet na verdade
eram utilizados como uma maneira
de aumentar o comércio.
O artigo publicado por Charles
Leadbeater com este nome procura
mostrar como a internet facilitou o
aumento do preconceito contra
mulheres e negros, da vigilância
governamental e corporativa e do
bullying.
How the web lost its way and its
founding principles
“Uma rede melhor”
Considerando o sucesso do capitalismo, pode-se dizer que a idéia de Tim
Bernares-Lee ao criar a internet para ser uma forma igualitária de
compartilhar informações foi transformada em um sistema comandado
por grandes instituições como nos livros de George Orwell, um grande
exemplo disso foi pesquisa realizada pelo Facebook sem consentimento
dos usuários.
Sistema de vigilância
Making mobile ads that work Harvard Business Review (2013) Stephen, Bart and Sarvary
Mobile display ads can work for some products
Although some experts say that mobile ads
are a waste of money there are some new
researches shows that it can work for certain
types of products that are both utilitarian and
high involvement.
Go to mobile if your product is both practical and expensive
If a product is both utilitarian (practical)
and high involvement (expensive enough to
demand deliberation). It is desirable that a
digital banner shows up on the consumers
Smartphones. Psychological research
appoints that the higher people’s
involvement, the more likely they are to
process information cognitively.
Marketers should use mobile ads with higher-bandwidth ones
In conclusion, mobile display ads should
be used with higher-bandwidth ones such
as TV commercials and are more effective
when consumers are close to a purchase
decision, consequently they have high
involvement. It is necessary to understand
when these ads can work and when they
are trash.
All you need is love? Communication insights from pop music’s number-one
Journal of Advertising Research (2009) David H. Henard and Christian L. Rossetti
A research suggests that an individual’s musical
preferences are a representation of his or her
attitudes, beliefs and needs.
Of the multiple forms of
communication with which
consumers interact, people
report listening to music more
than any other form,
highlighting the integral role
that music plays in their lives.
Music
Advertisements featuring popular music are more
effective than those without it. The inclusion of pop
music in commercials is due to music’s ability to
provide RELEVANCE or PERSPECTIVE for
consumers.
LOVE BABY *FEMALE NAME* MAN GOOD GIRL HEART NIGHT LIFE BOY
The research used list from past 50 years:
TUNES LYRICS
Individuals process lyrics and tunes
independently while listening to songs.
EMOTIONS:
Researchers were unable to empirically evaluate lyrics, but is known that some sort of
words have different positive impact at the consumers, for example:
ARTHUR SCHOPENHAUER (1788-1860)
“Sempre lendo para nunca serem lidos.”
Os eruditos são aqueles que
leram coisas nos livros, mas os
pensadores, os gênios, os fachos
de luz e promotores da espécie
humana são aqueles que as
leram diretamente no livro do
mundo.
Sobre a escrita e o estilo
Deve-se evitar toda prolixidade e todo
entrelaçamento de observações que não
valem o esforço da leitura. É preciso ser
econômico com o tempo, a dedicação e a
paciência do leitor, de movo a receber
dele o crédito de considerar o que foi
escrito digno de uma leitura atenta e
capaz de recompensar o esforço
empregado nela.
A arte de escrever
Sobre a erudição e os eruditos
A peruca é o símbolo mais apropriado
para o erudito puro. Trata-se de
homens que adornam a cabeça com
uma rica massa de cabelo alheio
porque carecem de cabelos próprios.