• Unit 10: Informing Marketing Strategy

    In this course, you've learned the influence of households, social class, ethnicity, religion, and culture on consumer behavior. These components provide an even more expansive view of the customer and how to monitor and predict their behavior. Applying these components is a customer management strategy.

    Emotional branding is what strategy marketers use to break through the advertising clutter they have created to look for new ways to reach potential consumers. In the past, there were more differences between products. Today, the biggest difference between items is their image. Marketers try to focus on what the product means and ask consumers to buy into an identity rather than just buying a product. Emotional branding has had major influences on how we understand consumer behavior.

    This unit applies the study of households, social class, ethnicity, religion, and culture to the customer management model. It also examines the influence of emotional branding on consumer behavior.

    Completing this unit should take you approximately 7 hours.

    • Upon successful completion of this unit, you will be able to:

      • identify the various components that would be most effective in understanding and/or predicting a consumer's behavior;
      • evaluate the dimension components that a marketer could use in a customer segmentation;
      • identify the actions a marketer could take to measure, monitor, and improve the customer experience; and
      • explain the concept of emotional branding and its impact on customer acquisition.

    • 10.1: Emotional Branding

      Marketers use emotional branding to try to break through the clutter they have created and are thus looking for new ways to reach potential consumers by getting them to buy into an identity instead of just purchasing a product.

      • Emotional Branding Overview Book

        To further distinguish themselves from their competition, marketers are turning more and more to emotional branding, which develops long-lasting brand loyalty through an emotional connection. When consumers emotionally connect to a brand, they are more likely to repurchase that brand with little consideration for competitive products. This article examines how emotional branding is used in the fashion industry.

      • Emotional Branding and Consumer Behavior Book

        Marketers try to influence consumers and their buying decisions about products and services through various means. Emotional branding is just one of many tools in the toolbox. An emotional connection helps them to create "loyalty without reason" for their product or service. Read this study to learn how emotional branding influences women's consumption behavior. Closely study Figure 1 in the literature review for a detailed model of the impact of emotional advertising on consumer behavior.

    • 10.2: Putting It Together

      In this course, we have studied consumer behavior as individuals, groups, and organizations and the processes chosen to purchase and dispose of products, services, and experiences to satisfy their needs. Consumer behavior examines these processes' effects on consumers and society.

      • Consumer Behavior Components Summary Page

        Now that we have nearly completed our examination of consumer behavior, let's walk through the five steps in the consumer decision-making process using real-world examples for each step. As you read each step, think of other examples from your life that fit.

      • Consumer Decision-Making Trends Page

        Read this chapter to examine some of the current trends impacting consumer decision-making. These trends include green marketing, social impact, cause-related marketing, and conscientious consumerism.

    • Unit 10 Study Resources

      This review video is an excellent way to review what you've learned so far and is presented by one of the professors who created the course.

    • Unit 10 Assessment

      • Unit 10 Assessment Quiz
        Receive a grade

        Take this assessment to see how well you understood this unit.

        • This assessment does not count towards your grade. It is just for practice!
        • You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
        • You can take this assessment as many times as you want, whenever you want.