Välkommen!

För att komma fram till vilken rad- utvärderare, snabbtänkare eller känslomänniska – som just era kunde använder sig av kan vi använda oss av Rossiter & Percys artikel från 1991. De väljer att dela upp kunder på två axlar, en som talar om vilken grad av engagemang konsumenten har, och en kring vad det är för typ av motivation som ligger bakom detta beslut.

Grad av engagemang (involvement)
Här är den avgörande faktorn vilken nivå av upplevd risk just denna individuella konsument har. Mer erfarna konsumenter har oftast en lägre nivå av upplevd risk då de har mer kunskap inom området, en konsument kan alltså gå från att ha högt engagemang för en produkt till att ha lågt engagemang.

Typ av bakomliggande motivation
Denna axel handlar om den grundläggande motivationen till varför man överhuvudtaget är intresserad av att inhandla en produkt. Är det för att lösa ett problem d.v.s informativ motivation eller är det för att ändra en känsla man har d.v.s.transformativ motivation.

Klassas ett beslut utifrån Rossiter & Percys modell ha lågt engagemang och vara informativ motsvarar det i påverkansmatrisen av att man använder sig av snabbtänkaren.

Klassas ett beslut utifrån Rossiter & Percys modell ha lågt engagemang och vara transformativt motstsvaras det i påverkansmatrisen av att man använder sig av känslomänniskan.

Klassas ett beslut utifrån Rossiter & Percys modell ha högt engagemang och vara informativt motstsvaras det i påverkansmatrisen av att man använder sig av utvärderaren.

Klassas ett beslut utifrån Rossiter & Percys modell ha högt engagemang och vara transformativt motstsvaras det i påverkansmatrisen av att man använder sig av en kombination av känslomänniskan och snabbtänkaren.

För att bättre förstå var just era kunder hamnar kan ni se diagrammet där typiska exempel ges för varje kvadrant.

Källa:
Percy, L., & Donovan, R. J. (1991). A better advertising planning grid. Journal of Advertising Research, 31(5), 11-21.

Malcolm Gladwell, författaren bakom Blink som vidareutvecklar många av tankarna i detta kapitel, talar om sina främsta insikter.

Blink is a book about how we think without thinking, about choices that seem to be made in an instant-in the blink of an eye-that actually aren’t as simple as they seem. Why are some people brilliant decision makers, while others are consistently inept? Why do some people follow their instincts and win, while others end up stumbling into error? How do our brains really work-in the office, in the classroom, in the kitchen, and in the bedroom? And why are the best decisions often those that are impossible to explain to others?

In Blink we meet the psychologist who has learned to predict whether a marriage will last, based on a few minutes of observing a couple; the tennis coach who knows when a player will double-fault before the racket even makes contact with the ball; the antiquities experts who recognize a fake at a glance. Here, too, are great failures of ”blink”: the election of Warren Harding; ”New Coke”; and the shooting of Amadou Diallo by police.

Blink reveals that great decision makers aren’t those who process the most information or spend the most time deliberating, but those who have perfected the art of ”thin-slicing”-filtering the very few factors that matter from an overwhelming number of variables.

https://www.amazon.com/Blink-Power-Thinking-Without/dp/B00097DWY0/ref=tmm_aud_swatch_0?_encoding=UTF8&qid=1497438623&sr=8-1

Robert Heath, författaren bakom Seducing the Subconscious som vidareutvecklar många av tankarna i detta kapitel, talar om sina främsta insikter.

A must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audience’s lives. In addition to looking at ads’ influence on consumers, Heath also addresses how advertising is evolving, noting especially the ethical implications of its development. Supported by current research, Seducing the Subconscious shows us just how strange and complicated our relationship is with the ads we see every day.

https://www.amazon.com/Seducing-Subconscious-Psychology-Emotional-Advertising-ebook/dp/B007O4ZHL2/ref=mt_kindle?_encoding=UTF8&me=

I detta klipp finner du en sammanfattning av de principer som beskrivs i Influence, som vidareutvecklar många av tankarna i detta kapitel.

Influence, the classic book on persuasion, explains the psychology of why people say ”yes”—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You’ll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

https://www.amazon.com/Influence-The-Psychology-of-Persuasion/dp/B01KWAPHAK/ref=mt_audio_download?_encoding=UTF8&me=

What’s the one common factor among entrepreneurs who create and grow successful online businesses today? Attention. They know what kind they need. They know how to get it. They know how to maintain it. And they know how to make it pay over the long term. Want your business to get the high quality customer engagement it needs to thrive? Attention! This Book Will Make You Money is the only guide you need.

Whether you’re starting a business, expanding or revamping an existing one, or just hunting for the latest marketing techniques, Attention! This Book Will Make You Money provides you with a complete online toolbox for bringing in the customer traffic you want – the kind that boosts your brand while driving revenue and profits.

In easy, bite-size sections, Attention! This Book Will Make You Money gives you winning techniques and strategies including:

• Creating a compelling hook
• Maintaining a good brand name online
• Going from idea to success in 8 hours
• 26 ways to generate killer ideas
• 3 truths for coming up with great ideas • Making money from online videos
• Making money with social media
• Getting and keeping subscribers
• The universal truths of selling on the Web

Filled with case studies, references, and proven examples of what works online, Attention! This Book Will Make You Money is your one-stop road map for success in today’s social Web marketplace.

https://www.amazon.com/Attention-This-Book-Money-Attention-Getting/dp/B00485V6P6/ref=tmm_aud_swatch_0?_encoding=UTF8&qid=1497439016&sr=8-1

Byron Sharp, författaren bakom How Brands Grow som vidareutvecklar många av tankarna i detta kapitel, berättar om sina insikter.

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application.

The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560/ref=sr_1_1?ie=UTF8&qid=1497439172&sr=8-1&keywords=how+brands+grow

Nir Eyal, författaren bakom Hookedsom vidareutvecklar många av tankarna i detta kapitel, pratar om sina insikter.

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.

Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/B00HZY1N0K/ref=tmm_aud_swatch_0?_encoding=UTF8&qid=1497439445&sr=8-1

Jonah Berger, författaren bakom Contagious som vidareutvecklar många av tankarna i detta kapitel, diskuterar varför saker sprider sig.

Why do certain products and ideas go viral? Dynamic young Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.

Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It’s more influential than advertising and far more effective.

Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Contagious is filled with fascinating information drawn from Berger’s research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-listen for people who want their projects and ideas to succeed.

https://www.amazon.com/Contagious-Things-Catch-Jonah-Berger-ebook/dp/B008J4GQKW/ref=tmm_kin_swatch_0?_encoding=UTF8&coliid=I3A37Y6UO2GMW0&colid=2OOTANRYWSU3X&qid=&sr=

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Joe Pulizzi, författaren bakom Epic Content Marketing som vidareutvecklar många av tankarna i detta kapitel, talar om olika Content Marketing Strategies.

How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers’ digital space?

Epic Content Marketing. One of the world’s leading experts on content marketing, Joe Pulizzi explains how to draw prospects and customers in by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content (and sales messages) our customers don’t care about.

Epic Content Marketing takes you step by step through the process of developing stories that inform and entertain and compel customers to act – without actually telling them to. Epic content, distributed to the right person at the right time, is how to truly capture the hearts and minds of customers. It’s how to position your business as a trusted expert in its industry. It’s what customers share and talk about.

https://www.amazon.com/Epic-Content-Marketing-Different-Customers/dp/B00HG1GC2Q/ref=tmm_aud_swatch_0?_encoding=UTF8&qid=1497439616&sr=8-1

Jack Trout, en av författarna bakom Positioning som vidareutvecklar många av tankarna i detta kapitel, diskuterar marknadsföring.

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a ”position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
• Position a follower so that it can occupy a niche not claimed by the leader
• Avoid letting a second product ride on the coattails of an established one.
• Use leading ad agency techniques to capture the biggest market share and become a household name
• Build your strategy around your competition’s weaknesses
• Reposition a strong competitor and create a weak spot
• Use your present position to its best advantage
• Choose the best name for your product
• Determine when-and why-less is more
• Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

https://www.amazon.com/Positioning-Battle-Your-Mind/dp/B000EQDE1C/ref=tmm_aud_swatch_0?_encoding=UTF8&qid=1497439885&sr=8-1

Daniel Kahneman, författaren bakom Thinking, Fast and Slow som vidareutvecklar många av tankarna i detta kapitel, talar om de olika sätten vi tänker på.

In the international bestseller, Thinking, Fast and Slow, Daniel Kahneman, the renowned psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation―each of these can be understood only by knowing how the two systems shape our judgments and decisions. Engaging the reader in a lively conversation about how we think, Kahneman reveals where we can and cannot trust our intuitions and how we can tap into the benefits of slow thinking. He offers practical and enlightening insights into how choices are made in both our business and our personal lives―and how we can use different techniques to guard against the mental glitches that often get us into trouble. Winner of the National Academy of Sciences Best Book Award and the Los Angeles Times Book Prize and selected by The New York Times Book Review as one of the ten best books of 2011, Thinking, Fast and Slow is destined to be a classic.

https://www.amazon.com/THINKING-FAST-SLOW-Audiobook-Unabridged/dp/B00ALSOKSY/ref=tmm_abk_swatch_0?_encoding=UTF8&qid=&sr=