Consumer Behavior Consumer Behaviour Core

Consumer Behavior

Consumer Behaviour

Core values evolve over time. What do you think are the 3-5 core values that best describe Canadians now?

Of the many divergent values that Canadians have today, the top five reflect how rapidly Canada is changing both demographically and economically today. With the influx of immigrants, the debate of immigration policies, and the corresponding question of economic growth being either fuelled or hindered by this dynamic, the core set of values emerges for Canadians. The most pressing core value for Canadians today is the assurance of a democratic process and the continual inclusion of Quebec as a province is just one of the many issues surrounding this value. Canadians seem to be highly focused on the democratic process as a result of the influx of immigrants as well. Second, a mistrusting of government and its increasing bureaucracy is also a core value. Third, the value of tolerance, again relating to the increasingly high level of immigration happening in specific Canadian provinces is also a core value in the country today. As core values continue to support the democratic process, the value of economic growth and human rights also is very important to the majority of Canadians. In general, Canadians seem to be preoccupied with how the assimilation of immigrants and the continual support for a democratic process. The personal values of compassion, spirituality, creativity, learning, making a difference and caring for the disadvantaged and elderly dominate the values at an individual level.

The "metrosexual" is a big buzzword in marketing - but is it real or just media hype? Do you see men in your age group changing their idea about acceptable interests for males (eg, home design, cooking, etc.)?

The concept of metrosexual is an attempt to commoditize a specific type of consumer to streamline the positioning and marketing process. Metrosexuals have been portrayed as both androgynous as well as gay, yet rarely are they portrayed as rugged heterosexual individualists who care more for functionality than affectation and presentation of products. While men in my age group have taken to getting liposuction, face lifts, facials including botox injections, and wearing tight designer-cut jeans and slacks, these are aspects of the metrosexual definition that pertain to a heightened sense of self-aggrandizement. Perhaps men older than me exhibiting these behaviours are revelling in the chance to alleviate their midlife crises by immersing themselves in these pursuits. In any case, the term metrosexual and its non-threatening androgynous (and at times gay) definition has made it acceptable for men in my age group and older to take extraordinary steps to slow or reverse the aging process while at the same time exploring the sides of their personalities that may have been deemed too feminine in the past. I don't think metrosexuals evolved as a distinct market segment, I think it is the convergence of broader trends towards men becoming more androgynous as a result of a multitude of factors including the pressure to be more politically correct and appearing more interested in fashion and appearances than in functionality. Some of the most masculine men I know cook, design and build, yet they do not wear designer clothes or appear androgynous in any way. If anything, metrosexuals murky definition of sexual preference makes the marketing to both higher-end heterosexual men and their homosexual counterparts more efficient.

Geodemographic techniques assume that people who live in the same neighbourhood have other things in common as well. Why do they make this assumption, and how accurate is it?

This assumption of people living in the same neighbourhood have other things in common as well is predicted using a series of statistical analysis routines that seek to explain variations in individual responses, which together comprise geodemographic techniques. Incomes and the value of homes, whether people rent or own their homes, and their pursuits are all evidence of their specific values as well. People who have a specific level of income, who are attracted to a specific part of a city, tend to share common values. The taxonomy called a Classification of Residential Neighborhoods (ACORN) system, created by the Consolidated Analysis Centers Incorporated (CACI) quantifies these trends over time. The use of Geodemographic techniques has proven to be reliable in site planning for new restaurants, grocery stories and retail outlets. Further, geodemographic techniques also isolate factors that lead to specific group definitions and affiliations as well. This field has grown from relatively simplistic techniques to complex statistical models that have increased inaccuracy and performance. In general, geodemographic techniques are used as the basis within retailers to plan their future locations and have proven to be reliable.

We sometimes increase our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change?

The theory of cognitive dissonance is one of the most critical in consumer behaviour as it explains the decision processes that consumers go through when initially trying new brands of products and resolving conflicting thoughts regarding their experiences. Cognitive dissonance happens when a consumer has two more conflicting thoughts regarding a product or service at the same time. To alleviate this conflict, a consumers' perceptions work to filter information to support the perception and beliefs most strongly held, so that over time, the decision making process is made more efficient. This filtering is what makes consumers brand loyal over time and further fuels trust in a given brand over another. The habit of a consumer purchasing one type of detergent over time is a result of the successful resolution of cognitive dissonance over time. When the detergent performs as the consumer expected it to, trust and loyalty tend to follow, alleviating the cognitive dissonance of switching brands. This concept also explains why switching consumers to new brands is so difficult, and why consumer loyalty is so critical to retain through consistent execution of both product and marketing strategies.

What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser?