This document discusses research conducted on youth consumer perceptions of the National Lottery brand personality and values. A mixed methods survey was used, collecting both qualitative and quantitative data through interviews and an online survey. The survey explored how youth see the current NL brand personality, how aligned it is with their own personality, their perceptions of NL's values, and how NL can better convey its values through digital channels. Suggestions from the research included developing an augmented reality or gamified mobile app to better engage youth consumers.
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Dr. Bo Berhard - Responsible Gambling Around the WorldHorizons RG
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Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
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In both the U.S and around the world, Generation Y is a growing, fast-moving force in luxury brand marketing. Mistakenly considered an age-based monolith, and often the subject of facile behavioral profiling, it is the most complex consumer group to have ever entered the luxury market. Tethered to hand-held technology and captured by ‘the cloud’, it is easily surveyed but difficult to segment using classical marketing constructs. Luxury brands that fail to reach and react to Generation Y do so at their own business peril. The premise of this work is that in its own unique ways, Generation Y is subject to the effects of three (3) trans-generational determinants of luxury consumerism: first, psychological susceptibility – the brain’s deep-seated buying impulses; second, shared values – learned behaviors tied to unavoidable life exposures; and third, financial capacity – rate-limiting income and wealth life cycles. These shared determinants are conserved across all generations, but are expressed to different degrees in the luxury buying activities of each generation. A detailed survey instrument inclusive of these 3 determinants will be developed and validated as a tool to behaviorally define the penetration of these determinants in Generation Y luxury marketing sub-segments.
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This session will introduce three cases of applying behavioral economics to analyze game users with a massive amount of data. Sentience's Co-founder and Research Lead, Hyeyon Kwon, will describe meta-model of player's motivations, which reflects four basic human needs of rewards - personal satisfaction, personal rewards, social interaction, public recognition - and elaborate 1) how to quantify and parameterize each motivation from data, 2) build econometric models, and 3) analyze the data to draw implications.
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Accompanying deck for my 30-minute presentation on survey. Survey is quite a lengthy topic so had to focus on the practicalities of choosing a survey and the rules of thumb around developing questions and the importance of sampling. There is a also a study of the Gallup Poll during the 1948 elections.
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At thinkLa's EMB 2014, speaker Warren Wright from LifeCourse described how millennials make their decisions based on their beliefs, attitudes and values.
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According to a new study from Y&R, the answer may well be yes. The study measured traditional brand ratings using a survey -- but it added a twist by also measuring emotional response on an unconscious level using a technique called Implicit Association. Featured in Malcolm Gladwell’s book Blink, this technique has been used in academia to uncovered hidden biases like racism.
The major finding: In the USA, brands like Google and Apple– while popular on a stated basis – are less well liked unconsciously. Other brands like Exxon, The National Inquirer and Facebook are actually liked more than consumers readily admit.
Y&R partnered with noted psychologist Dr. Joel Weinberger of Adelphi University, an expert in unconscious motivation, to design and analyze the results of this study.
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In both the U.S and around the world, Generation Y is a growing, fast-moving force in luxury brand marketing. Mistakenly considered an age-based monolith, and often the subject of facile behavioral profiling, it is the most complex consumer group to have ever entered the luxury market. Tethered to hand-held technology and captured by ‘the cloud’, it is easily surveyed but difficult to segment using classical marketing constructs. Luxury brands that fail to reach and react to Generation Y do so at their own business peril. The premise of this work is that in its own unique ways, Generation Y is subject to the effects of three (3) trans-generational determinants of luxury consumerism: first, psychological susceptibility – the brain’s deep-seated buying impulses; second, shared values – learned behaviors tied to unavoidable life exposures; and third, financial capacity – rate-limiting income and wealth life cycles. These shared determinants are conserved across all generations, but are expressed to different degrees in the luxury buying activities of each generation. A detailed survey instrument inclusive of these 3 determinants will be developed and validated as a tool to behaviorally define the penetration of these determinants in Generation Y luxury marketing sub-segments.
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This decidedly nonacademic presentation provides a broad scientific overview of what we know from research about the effectiveness of games and game-elements to changing learner behaviors. You will examine 10 findings from research and see how those findings directly relate to the creation of instructional games, games that make an impact on learner behavior. And, yes, you will play a game in this session!
Learn to apply:
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-Three principles for adding game elements to online and stand up instruction.
-Four motivational aspects of games to improve learning recall and application.
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This was an assignment in which we had to research L'Oreal and recommend new products and new markets that would be best to expand into based on our findings.
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Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
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Up the Ratios is a non-profit organization dedicated to bridging the gap in STEM education for underprivileged students by providing free, high-quality learning opportunities in robotics and other STEM fields. Our mission is to empower the next generation of innovators, thinkers, and problem-solvers by offering a range of educational programs that foster curiosity, creativity, and critical thinking.
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In addition to our local programs, Up the Ratios is committed to making a global impact. We take donations of new and gently used robotics parts, which we then distribute to students and educational institutions in other countries. These donations help ensure that young learners worldwide have the resources they need to explore and excel in STEM fields. By supporting education in this way, we aim to nurture a global community of future leaders and innovators.
Our live lectures feature guest speakers from various STEM disciplines, including engineers, scientists, and industry professionals who share their knowledge and experiences with our students. These lectures provide valuable insights into potential career paths and inspire students to pursue their passions in STEM.
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2. The Survey
• Primary Research
• Mix of qualitative and quantitative questions:
• Quantitative – Results can be comparable but doesn't allow depth
• Qualitative – Explores unpredicted answers and 'no constraints on
pre-determined optional answers' (Evans et al, 1996:199)
• Interviews – Provide a lot of detail but time consuming
• Online survey – Get more responses and convenient
• Results collected in a spreadsheet
3. 1. What is the current brand personality of the
NL in the youth consumer's opinion?
'The set of traits people attribute to a product as if it were a
person' (Soloman, 2013:247)
• Fun
• Giving
• Exciting
• Rich person who looked good but was all talk e.g. Salesman
5. 2. How is the current brand personality
aligned with youth consumer's personality?
'Characteristics in which one person differs from another in a relatively permanent
and consistent way' (Arnould et al, 2004:390)
• Neurotic – Excitement
• Open to Experience – Excitement
• Agreeable – Sincerity, Competence
(Geuens et al, 2007)
Consumers 'buy products and services that in some way reflect or extend [their]
personality traits' (Evans et al, 1996:139).
Consumers 'choose products when their attributes match some aspects of the self'
(Soloman, 2013:199).
'Consumers use brands with a strong brand personality to show their own
personality' (Belk, 1988, as cited in Geuens et al, 2007:98).
7. The Self Concept
'The beliefs a person holds about his own attributes and how he
evaluates the self on these qualities' (Soloman, 2013:190).
Escalas and Bettman (2003) suggested that 'consumers value the
psychological benefits of associating with brands because
consumers can construct and define their self-concept' (Kim,
2010:641)
The Self Concept is multi-faceted and 'includes a collection of
goals, feelings, traits and values' (Arnould et al, 2004:398).
8. Actual Self
'More realistic appraisal of qualities we do or do not have' (Soloman,
2013:192).
Day Dreaming
'Self-induced shift in consciousness, which is sometimes a way to
compensate for a lack of external stimulation or to escape from problems in
the real world' (Lynn and Rhue, 1985, as cited in Soloman, 2013:193).
Hussain and Griffiths (2009) reported in a qualitative study that 'over one
third of gamers claimed that relaxation and escape was a key function of
playing' (Kardefelt-Winther, 2014:69).
9. Ideal Self
'A person's concept of how he would like to be' (Soloman, 2013:192) and consumers
often work in 'impression management' where they 'manage what people think of
them' (Soloman, 2013:192).
Social Comparison Theory (Festinger, 1954)
'People need to compare themselves to others in order to evaluate their own abilities
and opinions' (Arnould et al, 2004:604).
Looking Glass Theory (Cooley, 1902)
'Our appraisal of who we are varies depending on whose perspectives we consider
and how accurately we predict their evaluations of us' (Soloman, 2013:196).
The Ideal Self can 'define goals and move individuals to action' (Arnould et al,
2004:409).
10. Riesman's Lonely Crowd
Tradition-Directed People
• 'Tendency to follow tradition' (Denney et al, 1967:9).
• 'More inclined to drink, eat and dress in conformity with society' (Dubois, 2000:40)
Inner-Directed People
• 'Tendency to acquire early in life an internalised set of goals' (Denney et al, 1967:9).
• 'Primarily concerned with their own well-being' (Dubois, 2000:40)
Other-Directed People
• 'Tendency to be sensitised to the expectations and preferences of others' (Denney et
al, 1967:9).
• 'Psychological need for approval' and the need to be liked by other people is 'their
chief source of direction and chief area of sensitivity' (Denney et al, 1967:23).
11. 3. How well are the National Lottery's
values perceived by youth consumers?
Decent
• Most unaware of grassroots funding
• 48.7% would buy tickets if they knew price was given to charity
• Price of ticket too high
For Everyone
• Don't discriminate
• Nobody described the lottery as 'young'
• Mostly heard about the lottery from their parents
Playful
• 'Fun' was one of the highest traits
• Unlikely to win, don't think it is secure
Celebratory
• People win money – adverts
12. 4. How could the values be conveyed
better through their digital channels?
• Advertise core values through adverts
• Show winner's stories on social media
• Advertise more games online
• Show where the money goes e.g. last month £- went to a,b,c
• Use social media to interact with younger consumers
13. Suggestions
• Only 2 people voted 'Extemely Favourable'
• 8 people voted 'Not So Favourable'
• 21 voted 'Somewhat Favourable'
• 74% are not in favour of the National Lottery
• 12 said they would not recommend the lottery to others because 'you won't
win', don't see the point and think it's more risk losing money than winning
• Nobody voted the lottery as 'young'
• Lottery game players and winners are statistically middle aged and settled,
if not retired (LottoLand, 2016)
14. App Idea
Augmented Reality
• PokemonGo, show charities the Lottery works with
• Go to a location, and a new game would pop up e.g. virtual scratch card/one-
armed bandit/fruit machine
• Scan a scratch card or lottery ticket and get a free game
Mini Games
• Player has a personalised account with money bank, avatar
• Games with avatars that can be customisable with amount of games played or
levels completed – like pets
• Play with friends and family when internet enabled
• Free games available for a limited amount of time, reset daily or weekly
15. References
Arnould, E., Price, L., Zinkham, G. (2004) Consumers. 2nd ed., New York:McGraw-Hill
Denney, R., Glazer, N., Riesman, D. (1967) The Lonely Crowd. 13th
ed., Massachusetts:Yale University Press
Dubois, B. (2000) Understanding the Consumer. Harlow:Pearson Education Limited
Evans, M., Moutinho, L., Raaij, W. (1996) Applied Consumer Behaviour. Harlow:Pearson
Education Limited
Geuens, M., Weijters, B., Wulf, K. (2007) 'A New Measure of Brand Personality.' Intern. J. of
Research in Marketing. 26(2009) pp. 97 - 107
Kardefelt-Winther, D. (2014) 'The Moderating Role of Psychosocial Well-Being on the
Relationship Between Escapism and Excessive Online Gaming.' Computers in Human
Behaviour. 38(2014) pp. 68 – 74
Kim, J., Sung, Y. (2010) 'Effects of Brand Personality on Brand Trust and Brand Affect.'
Psychology & Marketing. 27(7) pp. 639 - 661
Soloman, M. (2013) Consumer Behaviour: Buying, Having and Being. Harlow:Pearson
Education Limited
Lottoland. (2016) Lottery Demographics. [Online][Accessed on 5th December
2016] https://www.lottoland.co.uk/magazine/lottery-demographics.html
16. Bibliography
Allison, A. (2006) Millenial Monsters: Japanese Toys and the Global Imagination.
Berkeley:University of California Press
Brewster, K., Webber, J. (2016) Pokemon Go: Where Does Augmented Reality Go Next?
The Guardian. [Online][Accessed on 5th December
2016] https://www.theguardian.com/technology/2016/jul/18/pokemon-go-uk-developers-
augmented-reality
Cooley, C. (1998) On Self and Social Organisation. Chicago:University of Chicago Press
Festinger, L. (1954) 'A Theory of Social Comparison Processes.' Human Relations.
7(117) pp. 117 – 140
Levitt, T. (1956) 'The Lonely Crowd and The Economic Man.' The Quarterly Journal of
Economics. 70(1) pp. 95 - 116
McKay, B., McKay, K. (2012) The Autonomous Man in an Other-Directed World. Art of
Manliness. [Online][Accessed on 4th December
2016] http://www.artofmanliness.com/2012/06/11/becoming-an-autonomous-man-in-an-
other-directed-world/