This document discusses automatically extracting and categorizing occasions associated with consumer products from text data. It defines occasions as times or events when a product is used or associated with. Six high-level occasion types are identified: celebratory, special, seasonal, weather-related, temporal, and other. A dataset of product reviews and descriptions is annotated to identify occasions. An iterative machine learning and manual correction process is used to annotate occasions in the data. The goal is to provide insights into consumers and their behaviors based on the occasions extracted from text.
The document describes a four-factor model for mining consumer insights from social data. The model includes attitudinal, sociocultural, personal, and behavioral factors. Each factor contains components to analyze things like beliefs, needs, social status, motivations, and actions. The document provides examples of how the model can be used to identify different types of information expressed in sentences, such as beliefs about products or experiences, social actions, and purchase intentions. It describes mapping example sentences from a dataset to the different model components using multi-label classification.
This document provides an agenda for the Insight Innovation eXchange (IIeX) North America conference taking place from June 13-15, 2016 in Atlanta, Georgia. The agenda outlines keynote speeches, panel discussions, workshops and networking events focused on innovation in market research. Day one of the conference includes sessions on harnessing text analytics, diagnosing the future of healthcare insights, qualitative research methods and understanding the millennial mindset. It also includes an innovation competition and networking receptions.
The document discusses means-end chain theory, which proposes that consumers purchase products to achieve certain goals or values. A means-end chain traces the connection between a product's attributes, the consequences of those attributes, and the ultimate goals or values. The document provides examples of means-end chains for purchasing pizza delivery and owning a puppy. It also summarizes a study that analyzed means-end chains for women's activewear purchases. Marketers can use means-end chain analysis to better understand consumer motivations and guide their strategies.
What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self-concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us.
This document provides an overview of consumer buying behavior and the consumer decision-making process. It discusses factors that influence consumer behavior such as cultural, social, personal and psychological characteristics. A model of consumer behavior is presented showing how marketing stimuli interact with a consumer's characteristics to drive responses. The consumer decision process is also summarized, outlining the typical steps of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Key concepts in consumer behavior and motivation theories are defined.
Entrepreneurship and Commerce in IT - 13 - The Internet Audience, consumer be...Sachintha Gunasena
This document provides an overview of various topics related to entrepreneurship, commerce, and IT on the internet. It discusses web payment systems, e-commerce transactions, digital payments, and billing systems. It also covers internet traffic patterns, broadband impacts, consumer behavior models, what consumers buy online, how they find vendors, basic marketing concepts, internet marketing technologies, advertising networks, and branding strategies. Key points on each topic are defined and explained at a high level.
The document discusses how situational influences can impact consumer behavior. It covers 5 classes of situational influence: 1) physical surroundings 2) social surroundings 3) temporal perspective 4) task definition and 5) antecedent states. Examples are given for how each of these could influence a consumer's choice of restaurant for a meal. The document also discusses other situational factors like visual merchandising, social situations, and temporal perspectives that can impact preferences and choices.
The document describes a four-factor model for mining consumer insights from social data. The model includes attitudinal, sociocultural, personal, and behavioral factors. Each factor contains components to analyze things like beliefs, needs, social status, motivations, and actions. The document provides examples of how the model can be used to identify different types of information expressed in sentences, such as beliefs about products or experiences, social actions, and purchase intentions. It describes mapping example sentences from a dataset to the different model components using multi-label classification.
This document provides an agenda for the Insight Innovation eXchange (IIeX) North America conference taking place from June 13-15, 2016 in Atlanta, Georgia. The agenda outlines keynote speeches, panel discussions, workshops and networking events focused on innovation in market research. Day one of the conference includes sessions on harnessing text analytics, diagnosing the future of healthcare insights, qualitative research methods and understanding the millennial mindset. It also includes an innovation competition and networking receptions.
The document discusses means-end chain theory, which proposes that consumers purchase products to achieve certain goals or values. A means-end chain traces the connection between a product's attributes, the consequences of those attributes, and the ultimate goals or values. The document provides examples of means-end chains for purchasing pizza delivery and owning a puppy. It also summarizes a study that analyzed means-end chains for women's activewear purchases. Marketers can use means-end chain analysis to better understand consumer motivations and guide their strategies.
What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self-concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us.
This document provides an overview of consumer buying behavior and the consumer decision-making process. It discusses factors that influence consumer behavior such as cultural, social, personal and psychological characteristics. A model of consumer behavior is presented showing how marketing stimuli interact with a consumer's characteristics to drive responses. The consumer decision process is also summarized, outlining the typical steps of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Key concepts in consumer behavior and motivation theories are defined.
Entrepreneurship and Commerce in IT - 13 - The Internet Audience, consumer be...Sachintha Gunasena
This document provides an overview of various topics related to entrepreneurship, commerce, and IT on the internet. It discusses web payment systems, e-commerce transactions, digital payments, and billing systems. It also covers internet traffic patterns, broadband impacts, consumer behavior models, what consumers buy online, how they find vendors, basic marketing concepts, internet marketing technologies, advertising networks, and branding strategies. Key points on each topic are defined and explained at a high level.
The document discusses how situational influences can impact consumer behavior. It covers 5 classes of situational influence: 1) physical surroundings 2) social surroundings 3) temporal perspective 4) task definition and 5) antecedent states. Examples are given for how each of these could influence a consumer's choice of restaurant for a meal. The document also discusses other situational factors like visual merchandising, social situations, and temporal perspectives that can impact preferences and choices.
Consumer behavior studies how consumers make purchase decisions by examining their psychological, functional, physical, and economic needs. The consumer decision process involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Maslow's hierarchy of needs argues that people are motivated to satisfy lower level needs like food and shelter before higher level needs like esteem and self-actualization. Understanding consumer behavior allows marketers to tailor products, services, marketing strategies, and the consumer experience to better satisfy consumer needs and wants.
A Study on Consumer Perception towards Domino’s Pizza Anantapurijtsrd
Domino’s pizza is an American restaurant chain and international franchise pizza delivery corporation. This project will be focusing the customers of domino’s pizza outlet in Anantapur. The purpose of this project is to view the customer satisfaction in domino’s pizza outlets, it reveals about the customer perception and customers preference about the dominos products, it will explore the level of satisfaction of customers in pricing factors and in delivery of a product and it will give the suggestion to the dominos outlets to improve some extra qualities such adding some new products, reduction in price etc. This project will be useful to the domino’s pizza outlet to understand more about customer preference and perception, it will help the company to improve their quality and standards P. Vijaya Simha Rao | DR. D. Jakir Hussain "A Study on Consumer Perception towards Domino’s Pizza Anantapur" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-6 , October 2022, URL: https://www.ijtsrd.com/papers/ijtsrd51958.pdf Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/51958/a-study-on-consumer-perception-towards-domino’s-pizza-anantapur/p-vijaya-simha-rao
LEARNING OBJECTIVESAfter reading this chapter you should b.docxsmile790243
LEARNING OBJECTIVES
After reading this chapter you should be able to:
Explain how the study of consumer behaviour has evolved.
Show how consumer behaviour relates to marketing decision-making.
Explain why relationships are harder to establish in business-to-con-
sumer situations than in business-to-business situations.
Describe the scope and nature of psychology and sociology.
Describe the scope and nature of anthropology.
Describe the relationship of economics with the study of consumer
behaviour.
Explain the role of exchange in improving people’s welfare.
Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer
behaviour.
Introduction
Every day we buy things. We exchange our money for goods and
services, for our own use and for the use of our families: we choose
things we think will meet our needs on a day-to-day basis, and we
occasionally make buying decisions which will affect our lives for
years to come. At the same time, we make decisions about disposing
of worn-out or used-up possessions. All these decisions and exchanges
have implications for ourselves, our families, our friends, the environ-
ment, the businesses we buy from, the employees of those businesses,
and so on.
The key concept of marketing is customer centrality: we cannot ignore
customer decision-making. Understanding the processes involved in
making those decisions is central to establishing policy.
Consumer behaviour, and industrial buyer behaviour, have been
studied by marketers since the time before marketing itself became
CHAPTER CONTENTS
Introduction
Defining Consumer Behaviour
Consumer Behaviour in Context
Consumer Behaviour and the
Marketing Mix
Consumers and Relationship
Marketing
Consumers and Marketing Planning
Antecedents of Consumer Behaviour
Neuroscience
Psychology
Sociology
Summary
Key points
Review questions
Case study revisited: Pizza
Case study: Center Parcs
Further reading
References
CHAPTER 1
The importance of understanding
consumer behaviour
Customer Someone who makes
the decision to buy a product
01-Blythe-Ch-01-Part-1.indd 3 26/02/2013 7:46:00 PM
INTRODUCTION TO CONSUMER BEHAVIOUR4
an academic subject. The academic subjects that preceded marketing include eco-
nomics (the study of supply and demand), sociology (the study of group behaviour),
psychology (the study of thought processes), neurology (the study of brain function)
and anthropology (the study of what makes us human). Each of these disciplines has
looked at the problem from a different angle, and each will be discussed in greater
detail throughout the book. The study of consumer behaviour combines elements
from all these disciplines: as marketers.
Case study: Pizza
P izza was originally invented in Naples in the 16th century as a cheap, filling food for the poor. During the latter half of the 20th century, pizza spread throughout the world, with many regional variations: in
Australia the basic tomato and cheese topping is ...
This document provides an overview of consumer behavior. It defines consumer behavior and notes it is influenced by factors like culture, social class, psychology, and more. It discusses the different types of consumers like customers, buyers, and institutional buyers. The document also outlines the consumer decision process from obtaining a product to consuming and disposing of it. It explains how understanding consumer behavior can help with marketing by informing market analysis, target selection, and strategy. The document concludes that understanding consumer needs and wants is important for business success.
This document provides guidance for a Year 13 internal assessment on a socio-scientific issue. Students must integrate biological knowledge to present a slideshow and podcast discussing their response to a contemporary issue. They must present a personal position and proposed actions, justifying their response by analyzing and evaluating relevant biological knowledge. Students will work independently over 4 weeks to complete the assessment, handing in research notes and references.
This document provides guidance for a Year 13 internal assessment on a socio-scientific issue. Students must integrate biological knowledge to present a Google Slide or PowerPoint presentation and podcast discussing their response to a contemporary issue. They must present a personal position and proposed actions, justifying their response by analyzing and evaluating relevant biological knowledge. Students will work independently over 4 weeks to complete the assessment, handing in research notes and references.
The document discusses situational influences on buyer behavior and perception. It describes situational influences as factors outside the individual buyer that affect purchase decisions. These include physical surroundings, social surroundings, temporal perspectives, task definition, and antecedent states. Marketers should consider how these situational factors interact with products and buyers to influence choices. The document also discusses perception and how individuals select, organize, and interpret information differently based on their needs, experiences, and expectations. Marketers must be aware of perceptual biases and how customers perceive products relative to their self-image.
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
This document outlines learning objectives for understanding consumer behavior. It will explain how consumer behavior studies have evolved from disciplines like economics, sociology, psychology, and anthropology. It will also describe how consumer behavior relates to marketing decisions and why relationships are harder in business-to-consumer contexts than business-to-business. Finally, it will provide an overview of the scope and nature of psychology, sociology, and anthropology as they relate to consumer behavior studies.
This document outlines learning objectives for understanding consumer behavior. It will explain how consumer behavior studies have evolved from disciplines like economics, sociology, psychology, and anthropology. It will also describe how consumer behavior relates to marketing decisions and why relationships are harder in business-to-consumer contexts than business-to-business. Finally, it will provide an overview of the scope and nature of psychology, sociology, and anthropology as they relate to consumer behavior studies.
This document outlines learning objectives for understanding consumer behavior. It will explain the evolution of consumer behavior studies and how it relates to marketing decisions. It will also describe why business-to-consumer relationships are harder than business-to-business relationships. The document will cover psychology, sociology, anthropology, and economics as they relate to consumer behavior studies.
Marketing short course - Harper Adams Universitybexatharper
The document provides an overview of effective marketing skills for farmers, including:
1) It defines marketing as a management process that identifies and anticipates customer requirements to meet wants and needs profitably. Environmental scanning involves collecting external information that may affect the business's strategic marketing activities.
2) Consumer behavior examines how consumers make purchase decisions based on situational, individual, and group influences. The consumer decision process involves problem recognition, information search, evaluation, purchase, and post-purchase evaluation.
3) Segmenting the market allows targeting specific groups. Key bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Firms must choose between undifferentiated, differentiated, or concentrated targeting strategies.
This document discusses various audience research methods and audience theory that can be applied to AS and A2 coursework. It describes how market research such as focus groups and box office trends are used to target demographics for films and magazines. It also discusses qualitative and quantitative data, primary and secondary research, socioeconomic classifications, psychographics, consumer profiling, and Stuart Hall's theories of preferred, negotiated, and oppositional readings. Students are tasked to apply these audience concepts to their coursework projects.
Self-concept refers to an individual's thoughts and feelings about themselves. It has dimensions like actual self, ideal self, and public versus private selves. People with interdependent self-concepts see themselves as connected to others, while those with independent self-concepts see themselves as autonomous. When there is a gap between one's actual and ideal selves, they are motivated to close it through their extended self, including possessions. Lifestyle reflects how people enact their self-concept through their activities, interests, and consumption behaviors. Market research measures self-concept and lifestyle to understand consumer behavior and identify opportunities for products to fulfill needs related to consumers' self-views.
The document discusses developing an ideal consumer profile by analyzing consumer trends, segmentation, demographics, psychology, behavior, and contextual influences. It emphasizes understanding the consumer experience and creating a detailed consumer avatar to develop an effective product proposition considering consumers' needs, wants, and decision-making processes. Location, price, and promotion strategies are also important to ensure the product is accessible and beneficial for the target consumer segment.
The document discusses various theories and strategies related to consumer attitudes. It describes the ABC model of attitudes which includes affective, cognitive and behavioral components. It also discusses theories such as cognitive dissonance theory, functional theory and self-perception theory. The document then outlines some strategies that can be used to change consumer attitudes, such as appealing to motivational functions, associating products with admired groups, resolving conflicting attitudes, altering attributes in multi-attribute models, and changing beliefs about competitors' brands. Evaluation of consumer attitudes is important for marketers to understand purchase decisions and shape effective marketing strategies.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
Consumer behavior is the study of how individuals and groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It analyzes factors influencing purchasing decisions like culture, social groups, family, personal characteristics, and the consumer decision-making process. Marketers study consumer behavior to better understand purchase motivations and develop effective marketing strategies.
This document discusses how myths and rituals influence consumer behavior and how brands utilize them. Myths are stories that represent a culture's shared emotions and ideals, and are communicated through oral tradition. Rituals are fixed sequences of behaviors that are repeated over time. Both myths and rituals are important parts of cultural identity. The document examines examples of modern myths and different types of rituals. It explores how brands create their own myths and associate themselves with existing rituals to form connections with consumers. The use of myths and rituals can help build brand loyalty but risks disappointment if not properly utilized.
The document discusses various topics related to consumer behavior, including problem recognition, motivation, attitudes, and environmental influences. It defines consumer behavior and describes how marketers study factors that impact purchase decisions. It also covers motivation theories like Maslow's hierarchy of needs and how motivation research is used. Key environmental influences discussed are culture, subcultures, social class, and reference groups. Learning theories around behaviorism and cognitivism are also summarized.
Consumer behavior studies how consumers make purchase decisions by examining their psychological, functional, physical, and economic needs. The consumer decision process involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Maslow's hierarchy of needs argues that people are motivated to satisfy lower level needs like food and shelter before higher level needs like esteem and self-actualization. Understanding consumer behavior allows marketers to tailor products, services, marketing strategies, and the consumer experience to better satisfy consumer needs and wants.
A Study on Consumer Perception towards Domino’s Pizza Anantapurijtsrd
Domino’s pizza is an American restaurant chain and international franchise pizza delivery corporation. This project will be focusing the customers of domino’s pizza outlet in Anantapur. The purpose of this project is to view the customer satisfaction in domino’s pizza outlets, it reveals about the customer perception and customers preference about the dominos products, it will explore the level of satisfaction of customers in pricing factors and in delivery of a product and it will give the suggestion to the dominos outlets to improve some extra qualities such adding some new products, reduction in price etc. This project will be useful to the domino’s pizza outlet to understand more about customer preference and perception, it will help the company to improve their quality and standards P. Vijaya Simha Rao | DR. D. Jakir Hussain "A Study on Consumer Perception towards Domino’s Pizza Anantapur" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-6 , October 2022, URL: https://www.ijtsrd.com/papers/ijtsrd51958.pdf Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/51958/a-study-on-consumer-perception-towards-domino’s-pizza-anantapur/p-vijaya-simha-rao
LEARNING OBJECTIVESAfter reading this chapter you should b.docxsmile790243
LEARNING OBJECTIVES
After reading this chapter you should be able to:
Explain how the study of consumer behaviour has evolved.
Show how consumer behaviour relates to marketing decision-making.
Explain why relationships are harder to establish in business-to-con-
sumer situations than in business-to-business situations.
Describe the scope and nature of psychology and sociology.
Describe the scope and nature of anthropology.
Describe the relationship of economics with the study of consumer
behaviour.
Explain the role of exchange in improving people’s welfare.
Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer
behaviour.
Introduction
Every day we buy things. We exchange our money for goods and
services, for our own use and for the use of our families: we choose
things we think will meet our needs on a day-to-day basis, and we
occasionally make buying decisions which will affect our lives for
years to come. At the same time, we make decisions about disposing
of worn-out or used-up possessions. All these decisions and exchanges
have implications for ourselves, our families, our friends, the environ-
ment, the businesses we buy from, the employees of those businesses,
and so on.
The key concept of marketing is customer centrality: we cannot ignore
customer decision-making. Understanding the processes involved in
making those decisions is central to establishing policy.
Consumer behaviour, and industrial buyer behaviour, have been
studied by marketers since the time before marketing itself became
CHAPTER CONTENTS
Introduction
Defining Consumer Behaviour
Consumer Behaviour in Context
Consumer Behaviour and the
Marketing Mix
Consumers and Relationship
Marketing
Consumers and Marketing Planning
Antecedents of Consumer Behaviour
Neuroscience
Psychology
Sociology
Summary
Key points
Review questions
Case study revisited: Pizza
Case study: Center Parcs
Further reading
References
CHAPTER 1
The importance of understanding
consumer behaviour
Customer Someone who makes
the decision to buy a product
01-Blythe-Ch-01-Part-1.indd 3 26/02/2013 7:46:00 PM
INTRODUCTION TO CONSUMER BEHAVIOUR4
an academic subject. The academic subjects that preceded marketing include eco-
nomics (the study of supply and demand), sociology (the study of group behaviour),
psychology (the study of thought processes), neurology (the study of brain function)
and anthropology (the study of what makes us human). Each of these disciplines has
looked at the problem from a different angle, and each will be discussed in greater
detail throughout the book. The study of consumer behaviour combines elements
from all these disciplines: as marketers.
Case study: Pizza
P izza was originally invented in Naples in the 16th century as a cheap, filling food for the poor. During the latter half of the 20th century, pizza spread throughout the world, with many regional variations: in
Australia the basic tomato and cheese topping is ...
This document provides an overview of consumer behavior. It defines consumer behavior and notes it is influenced by factors like culture, social class, psychology, and more. It discusses the different types of consumers like customers, buyers, and institutional buyers. The document also outlines the consumer decision process from obtaining a product to consuming and disposing of it. It explains how understanding consumer behavior can help with marketing by informing market analysis, target selection, and strategy. The document concludes that understanding consumer needs and wants is important for business success.
This document provides guidance for a Year 13 internal assessment on a socio-scientific issue. Students must integrate biological knowledge to present a slideshow and podcast discussing their response to a contemporary issue. They must present a personal position and proposed actions, justifying their response by analyzing and evaluating relevant biological knowledge. Students will work independently over 4 weeks to complete the assessment, handing in research notes and references.
This document provides guidance for a Year 13 internal assessment on a socio-scientific issue. Students must integrate biological knowledge to present a Google Slide or PowerPoint presentation and podcast discussing their response to a contemporary issue. They must present a personal position and proposed actions, justifying their response by analyzing and evaluating relevant biological knowledge. Students will work independently over 4 weeks to complete the assessment, handing in research notes and references.
The document discusses situational influences on buyer behavior and perception. It describes situational influences as factors outside the individual buyer that affect purchase decisions. These include physical surroundings, social surroundings, temporal perspectives, task definition, and antecedent states. Marketers should consider how these situational factors interact with products and buyers to influence choices. The document also discusses perception and how individuals select, organize, and interpret information differently based on their needs, experiences, and expectations. Marketers must be aware of perceptual biases and how customers perceive products relative to their self-image.
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
This document outlines learning objectives for understanding consumer behavior. It will explain how consumer behavior studies have evolved from disciplines like economics, sociology, psychology, and anthropology. It will also describe how consumer behavior relates to marketing decisions and why relationships are harder in business-to-consumer contexts than business-to-business. Finally, it will provide an overview of the scope and nature of psychology, sociology, and anthropology as they relate to consumer behavior studies.
This document outlines learning objectives for understanding consumer behavior. It will explain how consumer behavior studies have evolved from disciplines like economics, sociology, psychology, and anthropology. It will also describe how consumer behavior relates to marketing decisions and why relationships are harder in business-to-consumer contexts than business-to-business. Finally, it will provide an overview of the scope and nature of psychology, sociology, and anthropology as they relate to consumer behavior studies.
This document outlines learning objectives for understanding consumer behavior. It will explain the evolution of consumer behavior studies and how it relates to marketing decisions. It will also describe why business-to-consumer relationships are harder than business-to-business relationships. The document will cover psychology, sociology, anthropology, and economics as they relate to consumer behavior studies.
Marketing short course - Harper Adams Universitybexatharper
The document provides an overview of effective marketing skills for farmers, including:
1) It defines marketing as a management process that identifies and anticipates customer requirements to meet wants and needs profitably. Environmental scanning involves collecting external information that may affect the business's strategic marketing activities.
2) Consumer behavior examines how consumers make purchase decisions based on situational, individual, and group influences. The consumer decision process involves problem recognition, information search, evaluation, purchase, and post-purchase evaluation.
3) Segmenting the market allows targeting specific groups. Key bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Firms must choose between undifferentiated, differentiated, or concentrated targeting strategies.
This document discusses various audience research methods and audience theory that can be applied to AS and A2 coursework. It describes how market research such as focus groups and box office trends are used to target demographics for films and magazines. It also discusses qualitative and quantitative data, primary and secondary research, socioeconomic classifications, psychographics, consumer profiling, and Stuart Hall's theories of preferred, negotiated, and oppositional readings. Students are tasked to apply these audience concepts to their coursework projects.
Self-concept refers to an individual's thoughts and feelings about themselves. It has dimensions like actual self, ideal self, and public versus private selves. People with interdependent self-concepts see themselves as connected to others, while those with independent self-concepts see themselves as autonomous. When there is a gap between one's actual and ideal selves, they are motivated to close it through their extended self, including possessions. Lifestyle reflects how people enact their self-concept through their activities, interests, and consumption behaviors. Market research measures self-concept and lifestyle to understand consumer behavior and identify opportunities for products to fulfill needs related to consumers' self-views.
The document discusses developing an ideal consumer profile by analyzing consumer trends, segmentation, demographics, psychology, behavior, and contextual influences. It emphasizes understanding the consumer experience and creating a detailed consumer avatar to develop an effective product proposition considering consumers' needs, wants, and decision-making processes. Location, price, and promotion strategies are also important to ensure the product is accessible and beneficial for the target consumer segment.
The document discusses various theories and strategies related to consumer attitudes. It describes the ABC model of attitudes which includes affective, cognitive and behavioral components. It also discusses theories such as cognitive dissonance theory, functional theory and self-perception theory. The document then outlines some strategies that can be used to change consumer attitudes, such as appealing to motivational functions, associating products with admired groups, resolving conflicting attitudes, altering attributes in multi-attribute models, and changing beliefs about competitors' brands. Evaluation of consumer attitudes is important for marketers to understand purchase decisions and shape effective marketing strategies.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
Consumer behavior is the study of how individuals and groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It analyzes factors influencing purchasing decisions like culture, social groups, family, personal characteristics, and the consumer decision-making process. Marketers study consumer behavior to better understand purchase motivations and develop effective marketing strategies.
This document discusses how myths and rituals influence consumer behavior and how brands utilize them. Myths are stories that represent a culture's shared emotions and ideals, and are communicated through oral tradition. Rituals are fixed sequences of behaviors that are repeated over time. Both myths and rituals are important parts of cultural identity. The document examines examples of modern myths and different types of rituals. It explores how brands create their own myths and associate themselves with existing rituals to form connections with consumers. The use of myths and rituals can help build brand loyalty but risks disappointment if not properly utilized.
The document discusses various topics related to consumer behavior, including problem recognition, motivation, attitudes, and environmental influences. It defines consumer behavior and describes how marketers study factors that impact purchase decisions. It also covers motivation theories like Maslow's hierarchy of needs and how motivation research is used. Key environmental influences discussed are culture, subcultures, social class, and reference groups. Learning theories around behaviorism and cognitivism are also summarized.
1. oculus360.usOculus360: The Future of Insights @oculus360 |oculus360.us
Long Nights, Rainy Days, and Misspent
Youth: Automatically Extracting and
Categorizing Occasions Associated
with Consumer Products
David B. Bracewell, Ph.D.
Oculus360
3. oculus360.us
I bought
this because
all the
reviews…
I bought this
for a camping
trip and …
Influences other
consumer decisions
Provides marketers
insights into the who,
what, when, where, why,
and how
4. oculus360.us
Traditionally marketers rely upon surveys and
ethnographic studies in order to gain insights about
consumers and their behaviors.
• Outcomes of these surveys and
studies include:
• Consumer segments
• When & where & why a
product is purchased or used
• Solitary or group consumption
• Beliefs about the product
• Preferences
• Likelihood to purchase again
5. oculus360.us
Traditionally marketers rely upon surveys and
ethnographic studies in order to gain insights about
consumers and their behaviors.
• Outcomes of these surveys
include:
• Consumer segments
• When & where consumers
purchase and use products
• Solitary or group consumption
• Beliefs about the product
• Will they purchase it again?
Costly $$$
N = 100s or 1,000s
Represent a single snapshot in time
6. oculus360.us
For the most part commercial computational
approaches have focused mainly on the trend of
positive and negative comments, tweets, etc.
7. oculus360.us
Decision makers are left not knowing why the trends
are going up/down, because traditional approaches
do not capture the implicatures of the online
discussion and commentary.
8. oculus360.us
One way in which we can start to gain deeper insights is
through the automated extraction of occasions in which
consumers use products or with which consumers associate
products.
I bought this
for a camping
trip and …
• Facilitates insight into:
• Personality
• Culture
• Social status
• Social circle
• Behavior
9. oculus360.us
One way in which we can learn more about the consumer
and start to answer the six W’s is by examining the occasions
in which consumers use products or with which consumers
associate products.
I bought this
for a camping
trip and …
• Provides insight into:
• Personality
• Culture
• Social status
• Social circle
• Behavior
“I bought these for a party and everyone I talked to loved them.”
“With ###### shopping for prom!”
“I bought the non ballistic for rock climbing and mountain biking.”
10. oculus360.us
One way in which we can learn more about the consumer
and start to answer the six W’s is by examining the occasions
in which consumers use products or with which consumers
associate products.
I bought this
for a camping
trip and …
• Provides insight into:
• Personality
• Culture
• Social status
• Social circle
• Behavior
「 阿波おどりのために、 高円寺まで出たので、ついでにヴィレバ
ンに寄って買ってきましたよ~ 」
“For Awa Odori I went out to Koenji and along the way stopped at
the Village Vanguard and bought this!”
“我刚接到被哈佛录取的通知,就顺手买下了机票 。”
“I just got accepted to Harvard, and bought a plane ticket.”
11. oculus360.us
“We ( my son and I ) purchased this gift set for
my wife on Valentines day.”
12. oculus360.us
“We ( my son and I ) purchased this gift set for
my wife on Valentines day.”
gift set
Valentines day
Purpose Gift
When Valentines day
Giving Situation Family
Why?
What?
When?
Purpose
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“We ( my son and I ) purchased this gift set for
my wife on Valentines day.”
my son and I my wife
Gender Male
Married Yes
Children 1 son
Age Infer > 25
Income Infer from price
Who?
14. oculus360.us
Outline
o Related Work
o Modelling occasions for consumer insights
• Define
• Differentiate
• Categorize
o Data collection and annotation
o Computational methodology and results
• Extraction
• Categorization
o Conclusion and Future Work
15. oculus360.us
Related Work
o Consumer Psychology: study of how thoughts,
feelings, and perceptions influencethe way
individuals buy, use, and relate to products,
services, and brands.
• Categorical representation of the cognitive
system of consumers (Loken, Barsalou, and Joiner
2008).
• The categories go beyond just product and
brand to encompass others:
q Goal-directed
q Cultural
q Service employee
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Related Work
o Affective Computing: study on the understanding
and interpretation of human affect.
• Aspect-based sentiment analysis where the goal
is to determine the sentiment toward aspects of
a target entity.
• Sentic computing synthesizes common-sense
computing, linguistics, and psychology to infer
both affective and semantic information about
concepts (Cambria and Hussain 2012).
17. oculus360.us
Related Work
o Dialogue Processing: study of the underlying
structure, patterns, representations, and processes
of written and verbal communication.
• Online bullying (Dinakar et al., 2011)
• Suicide prevention ( Jashinsky et al., 2014)
• Social implicatures from social acts (Bracewell et
al. 2011, Tomlinson et al. 2012)
o Real-Time Event Detection: uses social sensors to
detect events as they happen.
• Disasters (Sakaki et al., 2010; Vieweg et. Al., 2010)
• Local Events (Boettcher and Lee, 2012)
18. oculus360.us
Related Work
o Event Extraction: deals with the extraction and
categorization of events, entities participating in the
events, and other attributes of the event.
• Time (Moschitti et al., 2013)
• Location (Speriosu et al., 2010)
• Modality (Bracewell et al., 2014)
o The definition of event varies and is ill defined.
• ACE defines events using a limited set of types
(ACE, 2005).
• TimeML defines events as “situations that happen
or occur” focusing on duration properties of the
event (Pustejovsky et al., 2003).
19. oculus360.us
Modelling Occasions for Consumer Insights
o Occasions are particular times or events.
o They can range from the everyday (e.g. waking up
and going to bed) to the special (e.g. birthdays
and weddings).
o We restrict the definition of an occasion to:
Times or happenings in which a product is
used or with which a product is associated.
20. oculus360.us
o Examples of occasions meeting this definition
include:
Modelling Occasions for Consumer Insights
“They are GREAT to take along to a party if you’re
serving crackers and cheese.”
“I bought these for my vacation and they did not
disappoint.”
“Boy, do these take me back to those misspent
days of my foolish youth.”
21. oculus360.us
Modelling Occasions for Consumer Insights
o While occasions have similarities to events, not all fit
nicely within the ACE and TimeML definitions.
“These boots really kept me warm during the
winter.”
“Every time I smell a freshly baked apple pie it
brings me back to my childhood. ”
22. oculus360.us
o We define six high-level types of occasions, which
are based on common categories marketers use to
segment consumers.
Modelling Occasions for Consumer Insights
Occasion Type Definition
Celebratory
Occasions meant to celebrate an event, person, or group of people
(e.g. parties and award ceremonies)
Special
Occasions which have significant importance to an individual or
group of individuals (e.g. holidays and life events)
Seasonal Occasions related to the seasons of the year. (e.g. winter)
Weather-‐
Related
Occasions strongly associated with the weather and/or
temperature. (e.g. hot days and rainy nights)
Temporal
Occasions tied to a specific time (e.g. 9 to 5, late night, and last
year)
Other
Occasions which do not fit in the other categories (e.g. a shopping
spree, at the beach)
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Modelling Occasions for Consumer Insights
o Celebratory: Includes parties and festivals. They are
social occasions and often inform to the group with
which the consumer belongs.
o Special: Occasions that have significant meaning
to the consumer, such as holidays and religious
observances.
“I wore it a couple weeks ago to a party and felt festive
yet as comfy as if I was wearing loungewear.”
“I recommend these for your engagement party or
rehearsal dinner.”
24. oculus360.us
Modelling Occasions for Consumer Insights
o Seasonal: Relate to the seasons of the year in which
a product is used or associated.
o Temporal: Relate to the time in which a product is
used or associated.
“A quintessential style to take you between seasons.”
“Just the right size for your day-‐to-‐day life, but elegant
enough for evening.”
25. oculus360.us
Modelling Occasions for Consumer Insights
o Weather: Relate to the weather, e.g. rain and snow,
or temperature, e.g. hot and 98 degrees.
o Other: Occasions that do not neatly fit in one of the
previous five categories.
“The tea is great hot for chilly nights and iced for hot
days.”
“Taking a look at the latest summer fashion makes me
want to lie on the beach.”
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Data Collection and Annotation
o Collect 26,208 sentences from1,000 product
reviews, 500 product descriptions, 800 forum posts
covering fashion and food.
o Iterative annotation process:
Machine
Annotation
• Alternates
between two
machine learning
algorithms
Manual
Correction
• Remove incorrect
• Add missing
• Fix boundaries
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Data Collection and Annotation
o The initial iteration of the annotation process is
performed on 7,000 randomly selected sentences.
o A semi-automatically constructed gazetteer is used
during the initial iteration.
• The full hyponym tree and all derivationally
related forms for social event, time period, and
the first noun sense of activity.
“Darling cocktail party or date night dress .”
“We only stayed at the party an hour because
my shoes were killing my feet.”
Blue = missed Red = error
28. oculus360.us
Data Collection and Annotation
o After manual correction of the initial 7,000
sentences:
• 4,500 held out as test data.
• 500 held out as a development.
• 2,000 used as training data for 2nd iteration
model.
o Remaining Iterations use batches of 500 sentences.
• Machine learning model trained on previous
iteration and model applied to the new batch of
sentences.
• Switch between two models, discussed later, to
not get preference to either model.
29. oculus360.us
Data Collection and Annotation
o The final extraction corpus consists of:
• 2,393 occasions
• ~1 occasion every 11 sentences
• ~1 occasion per product review
• ~1 occasion per forum post
• ~1 occasion every 3 product descriptions
o Assign an occasion type to each of the 2,393
occasions by:
1. Automatic assignment using a WordNet
mapping
2. Manual correction
30. oculus360.us
Data Collection and Annotation
o Automatic assignment is done from a set of 12
seeds that are expanded using the full hyponym
tree and derivationally related forms.
• WordNet lemmas found in a given occasion
annotation are examined in right-to-left order.
• All senses for a lemma are considered in order of
sense number.
• Assignment is performed greedily with the type of
the first sense found in the mapping being assigned
to the occasion.
• The Other type is assigned if no mapping is found.
31. oculus360.us
Data Collection and Annotation
WordNet Sense Occasion Type
party#N#4 Celebratory
celebration#N#1 Celebratory
season#N#2 Seasonal
temperature#N#1 Weather-‐Related
day#N#1 Temporal
day#N#2 Special
valentine#N#1 Special
gift#N#1 Special
anniversary#N#1 Special
birthday#N#1 Special
special#A#3 Special
New Year#N#1 Special
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Data Collection and Annotation
o Manual correction to correct mistakes.
o Most types are easily determined by an annotator.
• The celebratory and special types do have an
overlap, e.g. birthday party.
• Special is assigned instead of celebratory when
the celebration is associated with a life event
(e.g. birthday and engagement parties) or
holiday (e.g. Halloween).
33. oculus360.us
Data Collection and Annotation
Type Count
Celebratory 107
Seasonal 525
Special 336
Temporal 263
Weather-‐Related 48
Other 1,114
Final count of annotations per type.
34. oculus360.us
Computational Methodology and Results
Automatically Extracting Occasions
o Model the extraction using the standard BIO
encoding where words in a sentence are labeled
as :
• B-Occasion (Word begins an occasion mention)
• I-Occasion (Word is inside an occasion mention)
• Other (Word is not part of an occasion mention)
Darling cocktail party or date night dress .
Other Other Other OtherB-‐Occasion B-‐OccasionI-‐Occasion I-‐Occasion
35. oculus360.us
Automatically Extracting Occasions
o Experiment using:
• A Maximum Entropy Markov Model (MEMM)
q In-house implementation which uses the
LibLinear library (Fan et al., 2008)
• A Linear Chain Conditional Random Field (CRF)
q CRFSuite (Okazaki, 2007)
• Parameters for both models are optimized using
grid search over the 500 sentence development
set:
q MEMM: C = 3.0
q CRF: C1 = 0.0, C2 = 2.0
36. oculus360.us
of occa-
prelim-
s better
s. The
ults for
he stan-
labeled
ding on
thin an
phrase
um en-
et al.,
m field
raction.
EMMs,
2008),
imple-
search
entence
for the
ters for
ction of
Current word wi & ti
Current word & POS wi, pi & ti
Previous word & POS wi 1, pi 1 & ti
Word two back & POS wi 2, pi 2 & ti
Next word & POS wi+1, pi+1 & ti
Word two ahead & POS wi+2, pi+2 & ti
Bigram word wi 2, wi 1 & ti
wi 1, wi & ti
wi, wi+1 & ti
wi+1, wi+2 & ti
Bigram word & POS wi 2, pi 2, wi 1, pi 1 & ti
wi 1, pi 1, wi, pi & ti
wi, pi, wi+1, pi+1 & ti
wi+1, pi+1, wi+2, pi+2 & ti
Trigram word wi 2, wi 1, wi & ti
wi, wi+1, wi+2 & ti
Current POS pi & ti
Previous POS pi 1 & ti
POS two back pi 2 & ti
Next POS pi+1 & ti
POS two ahead pi+2 & ti
Bigram POS pi 2, pi 1 & ti
pi 1, pi & ti
pi, pi+1 & ti
pi+1, pi+2 & ti
Current word is punct. isPunctuation(wi) & ti
Current word is digit isDigit(wi) & ti
Current word is letter isLetter(wi) & ti
Current word is upper isUppercase(wi) & ti
Current word is lower isLowercase(wi) & ti
WordNet super sense ssij8sense(wi) & ti
Figure 3: Feature templates used for extracting occasions.
w1, · · · , wn are the words in the sentence and wi the cur-
rent word. p1, · · · , pn is the part-of-speech sequence for
the sentence and p is the part-of-speech for the current
• Features consist of:
– Surface level
information in the form
of unigrams, bigrams,
and trigrams.
– Part-of-speech
information.
– Semantic information in
the form of WordNet
super senses.
• We eliminate all features
that occur only once in
our training set.
Automatically Extracting Occasions
37. oculus360.us
• Performance is
measured using the
CoNLL precision, recall,
and F1-measure.
• An occasion is correct
if and only if it exactly
matches a gold
standard annotation
MEMM CRF
Precision 79.2% 83.7%
Recall 43.2% 63.8%
F1 55.9% 72.4%
Automatically Extracting Occasions
Darling cocktail party ...
Other B-‐Occasion I-‐Occasion
✔ ️Correct
Darling cocktail party ...
Other Other B-‐Occasion
✖ ️Incorrect
38. oculus360.us
Computational Methodology and Results
in which contextual information is lost around low-
entropy transitions due to the use of a per-state (vs
single) exponential model (Lafferty et al., 2001).
Model Length P R F1
MEMM
1 79.8% 55.6% 65.6%
2 84.6% 41.8% 55.9%
3 75.0% 25.5% 38.1%
4 76.9% 35.7% 48.8%
5+ 40.0% 66.7% 11.4%
CRF
1 83.9% 52.8% 64.8%
2 80.8% 74.6% 77.6%
3 89.2% 70.2% 78.6%
4 85.7% 85.7% 85.7%
5+ 80.8% 70.0% 75.0%
Table 3: CoNLL Precision, Recall and F1-measure by
length of occasion in words.
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39. oculus360.us
Computational Methodology and Results
o Examples where the CRF and MEMM are correct:
“Just what you need for a hot summer day!”
“We ( my son and I ) purchased this gift set for
my wife on Valentines day.”
“It’s the perfect size to take me from a day at
work to a night out for drinks with friends.”
40. oculus360.us
Computational Methodology and Results
Automatically Categorizing Occasions
o Once an occasion is extracted it is categorized as
one of the previously defined six types.
o We examine the effectiveness of categorizing
occasions given only the occasion and no context.
o We use a multi-class support vector machine, which
has been shown to work well for this type of
problem.
• Use the LibLinear library with default values for C
and 𝜖.
41. oculus360.us
Automatically Categorizing Occasions
o Three features are used for determining the type:
• Bag of words (case normalized)
• WordNet super senses of all possible senses found
in the occasion.
q Adjectives and Adverbs are linked to nouns
via the derivationally related form and
pertainym relations.
• SUMO concepts (Benzmuller and Pease, 2012)
associated with all WordNet senses in the
occasion.
42. oculus360.us
Automatically Categorizing Occasions
Type Precision Recall F1-‐measure
Celebratory 92.6% 84.7% 88.5%
Seasonal 95.9% 97.5% 96.7%
Special 96.5% 93.8% 95.1%
Temporal 80.6% 88.6% 84.4%
Weather-‐
Related
78.0% 66.7% 71.9%
Other 94.5% 93.8% 94.2%
Macro-‐avg. 89.7% 87.5% 88.5%
Micro-‐avg. 93.1% 93.1% 93.1%
Results for 10-‐fold cross-‐validation.
43. oculus360.us
Automatically Categorizing Occasions
Occasion Gold System
“new spring semester” Temporal Seasonal
“spend time with the one you
love”
Other Temporal
“shooting your engagement
photos”
Special Other
“upcoming year” Temporal Special
“Halloween party” Special Celebratory
Examples of error in type assignment.
44. oculus360.us
Conclusion and Future Work
o Methodology for extracting and categorizing
occasions in which a product is used or with which
a product is associated.
o Focus on product descriptions, product reviews,
and forum posts which are comments or reviews
about a product.
o Occasions are categorized as one of six types:
Celebratory, Special, Seasonal, Temporal, Weather-
Related, and Other.
o Extraction at 72.4% F-Measure and categorization at
88.5% macro-averaged F1-measure.
45. oculus360.us
Conclusion and Future Work
Celebratory
• Party
• Family Time
• General
Temporal
• On the go
• At the office
• Early morning
Seasonal
• Spring
• Summer
• Between seasons
Weather-‐Related
• Rainy
• Hot
• Windy
Special
• Birthday
• Wedding
• Christmas
Other
• Sports
• Emotional times
• Date night
46. oculus360.us
Conclusion and Future Work
my son and I
my wife
Gender Male
Married Yes
Children 1 son
Age Infer > 25
Income Infer from price
Purpose Gift
When Valentines day
Giving Situation Family
48. oculus360.us
“I know my children needs (sic) to know
computers to be successful, but I just can't afford
one.”
my children needs to know
computers
Desire to meet need
Ability
can’t afford
49. oculus360.us
“I know my children needs (sic) to know
computers to be successful, but I just can't afford
one.”
my children needs to know
computers
Desire to meet need
Ability
Consumer is unable to realize need
can’t afford
Missed
Opportunity