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More Consumers

More Consumers. Getting resources on the Internet Goods, services, status, love. Understanding Consumers. Last class… Descriptive research Demographics: what is doing what, when Psychographics: psychological dimensions Inferential research Why are they doing what they do?

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More Consumers

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  1. More Consumers Getting resources on the Internet Goods, services, status, love Coupey

  2. Understanding Consumers • Last class… • Descriptive research • Demographics: what is doing what, when • Psychographics: psychological dimensions • Inferential research • Why are they doing what they do? • Theories as general guides • Consuming within an environment • Transactions, exchanges, relationships Coupey

  3. Looking at Resource Consumption • Resource consumption = ƒ(environmental factors, psychological factors) • A process model of factors that influence consumption • Time to draw a picture… • Caveats about resources • #1: They’re not just for marketing anymore • #2: They’re subjective (perception is everything) Coupey

  4. Inferential Research and Resource Consumption • More caveats… • For every resource, there is a theory • The environment wreaks havoc on theories • The resources • Money • Mental accounting • Temporal discounting • Internet effects Coupey

  5. More Resources, More Theories • Information • Information processing • Decision making • Internet effects • Goods (aka “products,” in marketing) • Type and quality assessment • Form • Information effects Coupey

  6. Still more resources • Services, status, and emotion • Less well understood • Less often leveraged • More highly personalized • Services • Characteristics • Intangibility, inseparability, heterogeneity, perishability • Internet effects Coupey

  7. The Last Two Resources • Status • Impression management • Scarcity theory (exclusivity) • Internet effects • Emotional fulfillment • Emotional reciprocity • Internet effects Coupey

  8. Interesting Sites for Resources • Money http://www.moneylaundering.com/news.htm • Goods • Services http://www.funeralstodiefor.comhttp://www.PeachTreeCasketsDirect.com • Information http:// • Status http://www.luxury-realestate.com • Love http://wildcomputercontrol.com/gunrose.htm • http://dreamquest.to/Morningstar.htm Coupey

  9. Your sites… • Group 2 (Gren, et al.) • http://www.yahoo.com • http://www.winemonthclub.com • http://bluemountain.com • http://www.ebay.com • http://www.money.com/money/ • http://www.ghgcorp.com/holloway/civil.htm • Group 2 (Via, et al.) • http://www.udate.com • http://www.Askjeeves.com • http://www.bigyellow.com • http://www.equalfooting.com • http://www.canoe.com.ca/Money/home.html Coupey

  10. More sites… • Group 4 (Clear, et al.) • http://www.fossil.com • http://www.iselfknowledge.com/ivillage/freefav.asp • http://www.extremeinnovations.com.ca • http://www.espionage-store.com • http://www.poweritup.com/4410.htm • http://www.tvguide.com • Group 3 (Shrader, et al.) • http://www.datescene.com/ • http://www.cnnfn.com • http://www.yahoo.com • http://www.bev.met Coupey

  11. Still more sites… • Group 6 (Garbarino, et al.) • http://www.wheresgeorge.com • http://www.800.com/new.asp • http://www.eluxury.com • http://www.love.aol.com • http://www.ticketmaster.com • http://www.anandtech.com • Group 5 (Jones, et al) • http://www.datingmall.com • http://www.jokes.com • http://www.ulc.net/ordain.htm • http://www.absolutelyfreebies.com/makemoney.html Coupey

  12. Your sites… • Group 4 (Alvarez, et al.) • http://www.money-at-home.com • http://www.ihokie.com • http://www.iwon.com • http://www.finaid.com • http://www.lovingyou.com • http://www.goodstogo.com • http://www.usp.com • http://www.chinfo.navy.mil/navpalib/news/.www/status.html • Group 2 (Bogdanovic, et al.) • http://www.whodoyoulove.com • http://www.gradfinder.com • http://www.fraud.org • http://www.hokieclub.com Coupey

  13. More sites… • Group 3 (Young, et al.) • http://www.adultfriendfinder.com • http://www.sharperimage.com • http://www.dowjones.com • http://www.ebay.com • http://www.lexisnexis.com • Group 1 (Anderson, et al.) • http://www.iwon.com • http://www.hokieauction.com • http://www.cupid.com • http://www.fedex.com Coupey

  14. Looking Ahead • Marketers and the Internet Environment • Constraints and opportunities • Need to understand what consumers are doing • To develop “products” that meet needs • To leverage their interactions (even with third parties) to meet marketing objectives • Focus on relationships • Implications for marketing action Coupey

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