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Why do we buy? As if we knew

Some marketing Basics (AIDA, 4 Ps etc)

Henrik Blomgren

on 6 April 2016

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Transcript of Why do we buy? As if we knew

Attention: Good, Bad, Intended attention...
Interest: In what sense?
Desire: What is that?
Action: What action?
All to be said?
Explain this...
Why do we buy?
Best understanding = Gold!...
AIDA what?
4 Ps what?
Had a
- Price good
- Nice Product
- They showed me when I was interested

An answer not to be questioned?
How come some people buy Hollister?
Who are the best ones to put names on why some like Hollister?
A mystery...
Psychology on individual level
Aggregates of people in different context and corporate need
AIDA and 4Ps most commonly used models
And they do have a point

But notice: These models do fit on different

between psychology and Economics
Product: Ex. Is education the product?
Place: Where to be seen?
Price: Cost + Profit or Price - Profit
Promotion: How often? What kind?
Emotional vs Rational Models?
- Before hand or afterwards?
- Why do we have emotions?
- Is Emotional buying Rational?
- Is Rational buying Emotional?
Facebook-Add system
Mail and Push-notifications always a good thing even if it cost us nothing?
- Good mailing vs Bad mailing
- Good Pushing vs Bad pushing
- CONTENT matters
AIDA & 4 Ps = From Us-to-Them
- Pushing vs Pulling
- Social media can be different
- Social Media = From Everyone-to-Everyone
- Why it is exploding and spreading to B2B?
- Social Community Manager increase like a rocket
- Pushing versus Participating: A big difference!

4P and AIDA seem rather rational
Assume this instead:


One Way
Will some
models die?
Other models:
- Spoken Need vs Unspoken Wish
- Fun, Gain, Pain for my iPhone
- Herzbergs levels for us all
This one?
Mainly this in B2B
Mainly this in B2B
- Explanations include models
- Everyday: we model...
- Models try capturing "real life".
- Most common: AIDA and 4 Ps

For Hollister?
How about
an experiment?
When and how and for what purpose
was AIDA and 4P
Be aware of the models

- Content
- Characterics
- Circumstances

Become able to choose correctly
Still one-way
Why and How = Context for 4P
Adding to how to learn models:
- Turn and twist
- Compare to reality
Is buying glasses best understood
as an individual or a group-issue?
B2B or B2C?
Full transcript