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New Trends in Marketing Research Applied to Health Promotion Programming. Rebecca Harrington, Health Educator, SUNY Oneonta. Define branding research concepts. branding brand personality entity theorists incremental theorists. Want to feel sexy?. Nov 17, 2010 . Glamorous Feminine
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Rebecca Harrington, Health Educator, SUNY Oneonta
brand personality entity theorists
If you don’t feel that way about the brands you buy, you won’t feel the effects.
If you’re the kind of person who thinks a particular brand will make you more ______, then it will.
Calculate your average.
4.0 or higher is classified as incremental theorists
3.0 or lower is classified as entity theorists
Usually about 15% go unclassified, rest of population is evenly split.
Listening to music or walking alone (32%)
Walking with a friend (60%)
Talking on cell phone (8%)
Listening to music (61%)
Walking alone (51%):
Walking with a friend (71%)
Talking on cell phone (25%)
“Did you see anything unusual?”
Wind down to?
We communicate based on our brand choices:
Are you an Apple or PC/Android?
Are you a Coke or a Pepsi?
And with our decisions-particularly with our students:
Are you sexually active?
Do you drink?
What are the social consequences of being associated with the “out groups”.
Neural focus group
Brainwaves can tell us what we can’t convey verbally.
Sitting comfortably in a chair your body is consuming energy at roughly 100 watts an hour, about the same as the average light bulb.
Your brain consumes about a fifth of that.
In current electricity charges, that’s less than a quarter a day to operate!
“When it makes a decision on which direction to fly the fruit fly will have many options. It needs to consider some of these and decide on one. The best guideline is to decide which direction would make it feel the best. Generally that would mean towards something that it recognizes as food, or as sex, or it might simply be a sunny spot….”
The Branded Mind
Sometime the attention they get is not good.
Everybody knows what feelings are, until asked to explain what they are.
Am I running away from the bear because I am afraid or am I afraid because I am running away from a bear.
A major function of advertising is to create memories of dopamine moments and keep those moments fresh.
Sans Serif vsSerif
Code words: Sans serif=gothic, serif=roman
It’s actually choice b. It is visually the smallest.
If you are considering utilizing a campaign slogan that attaches an idea of currency or uses currency symbols keep in mind that:
Currency symbols trigger feelings of selfishness and self indulgence
So do not use them in campaigns that are targeted towards giving & caring.
In round one: 68 people chose internet; 32 chose internet & print
In round two: 16 chose internet; 0 choose print; 84 chose internet & print
fMRI scanning found that brains choosing between two attractive offers displayed irritation due to the difficulty of choosing. The less attractive option makes the choice process easier.
Final slide presentation available at: