Download Ch. 4 Understanding Target Audience Behavior

By: Davind D. Burks
To INFLUENCE Behavior
 Changing ideas and thoughts is attempted
primarily, but ultimately the behavior is the
desired target of change.
 A mother can be convinced that abusing her child is wrong and
possibly fatal, but will she be able to change her behavior when
the baby will not stop crying?
Andreasen & Kotler, 91
B enefits
C osts
O thers
S elf-Efficacy
 Benefits and costs are the main focus of marketing:
Consumers must give up something (cost) to get
something (benefit).
 Because costs in non-profit marketing can be uncomfortable (giving blood,
quit smoking) marketers have to make benefits as appealing as possible. This
is not easy!
 Others (family, peers) can influence marketing in a
positive or negative way through social pressure.
 Ex: giving blood because your mother is going to give as well
Andreasen & Kotler, 91-92
B enefits
C osts
O thers
S elf-Efficacy
 Self-Efficacy can play a part in behavior even when
all other factors (benefits, costs, others) are in sync.
One has to believe that he/she can change their
behavior
 An overweight person knows that exercise will benefit them
for a cost of only 20 min. three times a week. Even with
family support, the individual must believe in their ability to
commit to change!
Andreasen & Kotler, 92
The greatest challenge marketers face
is figuring out how to make the benefits
greatly outweigh the costs!
A simple formula:
Benefits of customer= cost to marketer
Cost of customer= benefit to marketer
 The exchange role is very essential
Andreasen & Kotler, 93
Two Party or Multiple Party Exchanges
Multiple Exchanges: occurs in 1 of 4 ways:
Allied with the customer: i.e. family members
Allied with the marketer: i.e. advertising agency
Independent (but needed to assist operation): i.e. credit
card company
Independent (but attempting to influence operation): i.e. a
church representative advocating abstinence
Andreasen & Kotler, 93
Continuing Transactions: those involved
must execute their behavior continually
per exchange arrangement
 (i.e. avoiding teen pregnancy)
Fixed Duration Transactions: those
involved execute their behavior once
 (i.e. giving blood)
 Most common on non-profit marketing
 Reinforcement is the key to fixed duration success
Andreasen & Kotler, 93-94
**Understanding consumer behavior is vital for the success of the organization.
 Management decisions where understanding
consumer behavior is key:
 Segmentation: categorizing consumers into groups according
to similarities
 Marketing Mix: pricing costs and benefits, how to promote
pricing conclusion, how to distribute the end results in a
convenient and attainable manner for consumers
 Strategic Allocation: how much money and resources to use
for desired project
 Timing: when to employ the final marketing strategy
Andreasen & Kotler, 94
 4 levels to make management decisions easier:
 Descriptive understanding: profile characteristic (age, sex,
occupation) or complexly categorize (social class, family life cycle)
 Understanding of associations: how some
behaviors/characteristics are linked with others at a given
time
 Understanding of causation: goes beyond linking behaviors to
understanding what causes them (is it a factor that can be
controlled by the manager?)
 Ability to explain causation: now, goes beyond what causes
behaviors to why it occurs!
**Complexity grows with each level. This is not easy!! Only experience, time, and careful
research leads to successful management decisions.
Andreasen & Kotler, 94-95
Consumers must make the decision to
engage in behaviors influenced by
marketers.
There are 2 factors that play a part in
consumer action.
**See Table 4-1 on p. 96
 Low-involvement: simple exchanges such as signing a
petition that do not involve complex decision making
 High-involvement: contingent upon 1 or more of the
subsequent:
 Behavior mirrors self-image
 Monetary/personal costs of undesirable behavior is favored
 Personal/social danger of making a bad move is feared
 The pressures from “others” (remember?) to behave or not to
behave in a particular way is strong, making impulse to
conform stronger
Andreasen & Kotler, 95-96
 Behaviors which are being performed for the
very first time are those which cause consumers
to go into complex decision making mode.
The behaviors are also usually of high involvement and
occurring over time.
 According to research, more successful
marketing can come from the creation of stages
beginning with the stage the current target
audience is in.
The goal should be transitioning the audience to the
next stage, making the change more attainable.
Andreasen & Kotler, 97
 Precontemplation: an audience
who has just began to consider a
marketer targeted behavior
 Never heard about benefits of
behavior
 Heard of behavior yet not
attracted (i.e. against religion,
inappropriate)
 2 Stages of Contemplation:
 Contemplation: audience is
already considering targeted
behavior
 Weighing costs and benefits
 Thinking of the opinion of
“others”
 Thinking of their ability to
perform behavior
**Most marketing begins here
Andreasen & Kotler, 97-98
 Early: thoughts of behavior
just beginning
• Focus on benefits and
costs (mostly benefits;
determines moving to next
stage)
 Late: considering behavior
more
•
Focus on costs, other, ability
 Preparation and Action:
audience has carefully
thought out the
behavior and action soon
follows.
 Action may be prolonged by
self-doubt, opportunity, or
because they need a boost in
the forward direction
 Maintenance:
reinforcement comes
into play due to the
marketers goal of long
term behavior
compliance.
 Keeping audience
engaged is the key
Andreasen & Kotler, 98
 Precontemplators:
Arouse audience
senses through
awareness, knowledge,
and interest
 Contemplators:
Early: emphasize
personal (not societal)
benefits
Late: emphasize the
reduction of costs and
social pressure
 Preparation and
Action:
 Boost self-esteem,
create an abundance
opportunities
 Maintenance:
 Generate rewards, make
behavior continuance
simple, focus social
pressure on the good
behavior
Andreasen & Kotler, 99
In the world of non-profit marketing,
where long term behavior change is the
most common goal, understanding
consumer behavior and how to apply
stages to easily reach their goals are
very essential steps to success.