Fast and frugal heuristics – making quick decisions when there is a lot of choice (Williams 2001).
The process can happen in a few seconds cutting out sections of Kotler’s Buyer Decision Process.
Search for information – can be cut down into criteria like cost,
Stop searching (heuristic rule)
Make a decision (heuristic rule)
When selecting the product, fast and frugal heuristics will choose the product due to four things.
Recognition – Branding – More like to buy a product known rather than a new one.
Minimalist – Advertising – used in conjunction to recognition once recognised plus one random criteria e.g. recognition plus nice label.
Take the last – Habit – way chosen last time used again.
Take the best – Branding/USP – assesses the options but still only uses one criteria.
By adding and adapting heuristics to products, they enable consumers to think what they want to look like to others, e.g. birds eye chicken or Tescos own chicken.
- Pricing – lowest/best deal – Tesco Value
- Promotion – free gift/offer – Tea bags
- Novelty – newest item – fashion clothing
- Variety – break the mould/something new – cereals
- Herd – most popular – Nike
These heuristics enable consumers to buy products to their own personal need, financially would look for promotions and pricing.
Learning
‘Every time an advisement or commercial appears, the objective is to have the reader or viewer learns something … and remember what he learned.’ (Britt 1955)
Learning theory looks at two sections about the brain. When the brain is in gear the individual undertakes Cognitive Learning where they have to complete complex problems. When the brain is not in gear, it undertakes Behaviourist Approach where the stimulus response to the connections.
Memory
‘Learning is the acquisition of knowledge and memoir is the storage of internal representations of that knowledge.’(Blackmore 1988)
This diagram shows the memory process, from the initial input to storage in the brain.
Small pieces of information are stored in our brain, this information is placed in nodes linked to a knowledge structure. Links are formed across structures and can be lead triggering, this is what marketers use to remind consumer of a brand or event. This diagram shows the relationships that occur in the memory process.
Nostalgia
‘Nostalgia has been described as a bitter-sweet emotion, where the past is viewed with both sadness and longing.’ (Soloman,2000)
Advertisers use nostalgic themes so that consumers can link the happiness/good feelings that they felt to the product. The 5 senses enable this to work well, especially when more than one is used.
Sound – Music – ‘Never had a dream come true’ reminds me of my Grandad.
Sight – Images –Iconic fashions
Smell – Smells – perfumes, ice cream
Touch – Feel – silk
Taste – cider
The Christmas Marks and Spencer adverts enabled the older generations to connect with the films being re-mastered and the actors within them. The font of the writing also makes the audience think about old films and the credits on them.
The advert I choose for this week was Heineken, this advert shows of the male humour and them trying to look clever. It works well as both the man and the dark haired lady thinks they have one over the other person.
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