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the fashion consumer
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ARE STIMULATING DEMAND AND CREATING FALSE NEEDS THE SAME THING?
- IS IT ACCEPTABLE FOR FASHION BRANDS TO USE THESE TECHNIQUES TO ENCOURAGE CUSTOMER PURCHASES?
CONSUMER DECISION MAKING PROCESS
MOTIVATION
Ideal Self
HOW MARKETERS USE MOTIVATION
Maslow's hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity.
UNDERSTANDING HUMAN BEHAVIOR
Ideal Self
HOW WE PROCESS
RECOGNIZE PATTERNS IN HUMAN BEHAVIOR
http://www.slideshare.net/luisaepv/the-gestalt-laws-of-perception
WHAT ARE SOME EXAMPLES WHERE FASHION FASHION DESIGNERS AND MARKETERS APPEAL TO CONSUMER LEARNING BEHAVIOR?
WHICH BEHAVIOR?
THE FASHION CONSUMER
Marketers use the interpretation from the stimuli to alter or adjust our perception (FILLING THE GAP)...
COMPLETE THE PICTURE
MOTIVATE
HOW WE REMEMBER
- MOTIVATION
- DIFFERENCE BETWEEN NEEDS/WANTS
- PURCHASE DECISIONS ARE INFLUENCED BY RATIONALLY AND EMOTIONALLY DRIVEN BEHAVIOR
- USE EMOTION, CONFLICT, ETC TO MOTIVATE AND CREATE DEMAND
HOW WE PAY ATTENTION
- MARKETERS USE THIS AS THE FIRST STEP IN GETTING US TO BUY
STIMULI &
THE 5 SENSES
For Discussion:
Select five fashion advertisements of retailers and evaluate each in terms of their motives towards their fashion consumer.
The assessments should include Rational or Emotional Motives.
- VISION
- TOUCH
- SMELL
- HEARING
- TASTE
HEDONIC CONSUMPTION
- EMOTIONAL ASPECT OF OUR RELATIONSHIP TO PURCHASING PRODUCTS
What ties us to our clothing brands
- STIMULI & THE FIVE SENSES
- PERCEPTION
- HOW WE LEARN
- THREE KINDS OF MEMORY
WAYS IN WHICH FASHION DESIGNERS USE THIS?