Belmonte Laura

[Belmonte Laura @laura_blmt]

On peut aussi apprendre sans être assis devant une table avec nos ordinateurs ouverts dans la joie et la bonne humeur #échanges #sympathie #DBBach

[Belmonte Laura @laura_blmt]

Journée #productive pour la filière Digital Business
Au programme : Gestion de projet en réalisant le #benchmark et le project charter de nos travaux respectifs. Pour les plus rapides, réflexion sur le #planning de travail, la #structure et l’#arborescence du site.
#DBBach #TBS

[Belmonte Laura @laura_blmt]

The #price is the same for everyone (universal) while the #value is perceived differently according to the beliefs and expectations of consumers. This is why not all consumers react in the same way to a product
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

A round price encourages consumers to follow their feelings and a non-round number encourages them to listen to reason. For the purchase of a computer : the strategy of the non-round number (e.g.: 1299€) encourages us to rely on reason.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Some factors impact price sensitivity and therefore influence the purchase decision. For example, the presentation of prices with round prices or prices ending in odd numbers.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Humans are naturally indecisive. Price #anchoring allows the consumer to have a frame/point of reference to facilitate their decision. For example, in a "$100-$75" discount, the $100 is the anchor price for the $75 selling price
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

There are different price presentations designed to stimulate purchases. In this example, it is a psychological influence to push more people to buy the large model. Indeed, the price between the medium and the large coffee is very low.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

External factors can also influence the #perception via the consumer's psychology and therefore the #value of the product will be different. For example, it can be the price.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Coralie MARY @mry_coralie]

The #value is mainly based on consumer elements such as personality, beliefs and perceptions.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Some initiatives to promote our behaviors can be Nudges (not all). They are Nudges when the #interventions are subtly based on the cognitive mechanism and not noticed by the individual
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Coralie MARY @mry_coralie]

The #nudge is based on the functioning of our mind in order to change our behaviors to favor decision making while maintaining freedom of choice.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

The #value of a product can be defined as a quantity that increases when the satisfaction of the need increases and/or the cost of the product decreases. It is influenced by long-term #psychology, medium-term #beliefs, short-term #perception
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

A change in #behaviour is observed when people know/feel that they are being observed. For example, in a work situation, employees are more productive when observed
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Brands transmit certain #attitudes through advertisements. For example, Longines shows elegance with the muse Aishwarya Rai, former miss but also muse of L'Oreal, known for her beauty.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Every day, a person receives 3000 #marketing impacts. Today, most of them are on social networks because the internet is widely used in organizations for marketing and promoting products and services.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

#Brand personality generally refers to one or more "human traits" attributed by consumers to a brand. Example brand personality : Monoprix can be described as friendly through its communication.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Implicit #attitude automatically influences our judgments without our awareness. This is why it requires special technology to evaluate them in a covert way.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

The principles of human behavior are used to design interventions (such as message creation) that will support the purchase #decision.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Brand's authority is the trust earned from consumers. Ex. of factors : solid and convincing content and the age of the brand. The ex. of Adidas since 1949 and the excitement around the Stan Smith pair of shoes that became a fashion statement.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Coralie MARY @mry_coralie]

#Authority is an element of #persuasion for consumers as well as social validation, and emotions which are mental mechanisms that convince and reassure in the purchase decision.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Consumers are asked to respond to a statement with response categories ranging from 'strongly agree' to 'strongly disagree'. However, it is almost never used with a single statement, as the scale is often presented in a table format
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Coralie MARY @mry_coralie]

A Likert scale is an attitude scale usually comprising 5 to 7 degrees by which the individual is asked to express his or her degree of of agreement or disagreement with a statement.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

Attitudes and beliefs influence behavior. This is why advertising communication seeks to influence attitudes towards the brand on all three dimensions (cognitive/affective/conative)
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[Belmonte Laura @laura_blmt]

The attitude is composed of 3 elements :
- Cognitive elements (what the individual knows or thinks he knows about the product)
- Affective elements (feelings about the product/brand)
- Conative elements (intentions to act on the brand)
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt