Posts

Showing posts with the label purchasing behavior

Four Factors of Unconscious Marketing

Image
Subconscious goals = how we see the world. As competition between products and services rises, marketers seek new methods of promoting products beyond the cultural borders that often limit sales potential. The paper by Woodside and Brasel (2011) provides an overview of unconscious branding as well as its four major methodological approaches.  Understanding what researchers have already found and where large gaps in the literature exists help in highlighting the need for additional research. Unconscious marketing deals greatly with the concept of behavior, action and beliefs (BAB) toward products. At its core is the belief that behavior proceeds action, which in term fosters particular beliefs in products ( Wilson, 2002). Thus, most thinking is on an unconscious level and behavior typically occurs before conscious thinking. If so, marketing can be effective at an unconscious level. To understand the unconscious it is often beneficial to see an example in ancient history. W

A Current Study: An Evaluation of the CEIS Study

Purpose/Significance Dr Andree Swanson and Dr Paula Zobisch, research partners, are conducting a qualitative study is to evaluate the CEIS as a predictor of emotional intelligence in consumers.   The researchers believe that current measurement of Emotional Intelligence is not an accurate predictor of consumer behavior.   Kidwell developed the Consumer Emotional Intelligence Scale (CEIS) to determine consumer emotional intelligence in place of using the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT) (Kidwell, Hardesty, and Childers (2008a).   The qualitative study will seek consumers and marketing professionals over 18 years of age who were recruited through social media to evaluate the accuracy/effectiveness of the CEIS.   Significance Statement The significance of this study is that impulse buying, in its extreme, can cause financial hardship.   Kidwell, Hardesty, and Childers (2008a) designed an instrument to measure the effect of emotions on consumer buying