The paper "Buyer Behaviour at Companies" is a perfect example of a marketing assignment. The fundraiser tries to engage the target in conversation. To get cut through, they use an overtly friendly style that would be appropriate between friends. Even though it is annoying, this still gets the target's attention, and the fundraiser has the chance to engage the target. By matching the target's perceived style with a warm smile, handshake and open-ended question, the marketer is more likely to engage the target than if opening within a direct generalized sales pitch. Several scholars in the field of motivation like Maslow, McClelland, and Herzberg each identifies relationships and socials interaction as basic human needs. Maslow's hierarchy of needs places social interaction after the need for food, shelter and safety, but before the ego and enlightenment. On the other hand, Herzberg proposes that the human behavior be motivated by either the absence of a need (hygiene factor), e.g.
A close relationship, or the desire to obtain (a relationship). According to McClelland, he proposes that human behavior is determined by the need for alignment, affiliation, and power. Bagozzi theory of emotions proposes that emotions are a mental state of mind that comes from a cognitive evaluation of one’ s thoughts or events along with psychological processes and can be expressed by the use of gestures, postures and facial expressions Marketers audaciously exploit our need for relationships, social interaction and group alignment, in attempts to influence our purchasing making process. The strategy engaged by charity collectors intends to disrupt the existing state of mind, and gain our attention.
By approaching targets in the street in an overly friendly manner, they hope to slip behind our defence mechanism and directly engage with us on the same level as friends interacting.
This strategy speaks directly to our human need for friendship and engagement. Some of the reasons why this approach fails are due to: Firstly, it is acknowledged that the legacy of our cultural origins includes an English sensibility that prefers appropriateness, politeness, and discreet behavior, over effusiveness. The tactics employed by fundraisers are quite often perceived as being intrusive and inappropriate. Secondly, after being emotionally hijacked by a salesperson posing as a friend, the post-experience dissonance can leave us feeling emotionally exploited.
We resent the fact that we fell for the tactic and are angry at our self and the salesperson. Thirdly, the experience may be perceived as being dishonest, or reflect negatively on the fundraising beneficiary. It is widely known that fundraising collectors receive a commission based on the total value of donations received. Thus a discrepancy in authenticity is inherent in a situation where a commission-based salesperson is using an emotional appeal that seeks to leverage pseudo equivalence and shared humanity, to extract a donation.
This results in the target feeling that they have been emotionally manipulated. Question 2 Most of the companies have come up with competitive strategies that can make them be distinctive in the market. Some of them have come up with various brand colors and logos that can immediately run in the minds of prospective customers. Brand managers have been tasked with the work of coming up with company logos that can be easily perceived and can alter the perception and learning of the consumers
ReferencesFrank Kardes, Maria Cronley, Thomas Cline. Consumer Behavior. London: Cengage Learning, 2014.