Shopper Marketing - June 2016 - S11


able marketers to learn through self-teaching while potentially moving their organizations a step closer to the
desired changes.
"Look at what others are doing: social proof is a powerful heuristic," he says. "If I know that company X has
adopted a new approach and I respect company X - or
maybe they're my competitor - then I'm more likely
to investigate that new approach because the risk of
change is reduced."
Barden concludes: "I see an increasing number of
companies investigating these new approaches. I believe that the adoption rate will increase as people real-

ize the validity argument and find that they're achieving better analytical, and predictive, power."
n
About the Author: Michael Applebaum is a freelance writer and
editor who specializes in developing features that address all
aspects of marketing. He trained in the New York City publishing
industry and held senior-level editorships at Brandweek, Photo
District News and Spy magazine. He has covered marketing
since 2000 and now produces various independent research,
copywriting and editing projects for businesses and agencies. His
marketing journalism work has been regularly featured in Adweek
and Shopper Marketing magazine. He is based in Chicago.

GLOSSARY OF TERMS
Anchoring: Any reference point used to communicate a level of value to the consumer. The number "9" is often used as an anchor for the price for
goods or services.
Autopilot: A metaphor often used to describe
the automatic thought processes of System 1 in
Kahneman's model.
Choice Architecture: The context in which
things are organized in a particular way to influence our decisions.
Context: A situation in which implicit messages
may be perceived and behavioral outcomes are
driven by basic goals and motivations.
Decision-Interface: An object that provides a
trigger or removes a barrier to produce a desired
behavior. Product packaging, aisle displays, restaurant menus and smartphones may all be used
in different contexts to influence behavior using a
decision-interface.
Decoy Effect: The phenomenon whereby
consumers will tend to have a specific change in
preference between two options when also presented with a third option that is asymmetrically
dominated.
Explicit: Used to describe behaviors, desires or
thought processes in the conscious pilot system
or System 2.
Framing: Anything that may surround a product
or brand (e.g., packaging, displays) that influences
behavior by tapping the autopilot mechanisms of
System 1.

Goals and Motivations: The underlying psychological drivers of behavior that complement
rational decision-making processes.
Heuristic: A mental shortcut or approximate
rule of thumb that substitutes for rational thought
when making a decision.
Implicit: Used to describe behaviors, desires or
thought processes in the non-conscious autopilot
system or System 1.
Motivational Approach: A tenet of motivational
psychology that defines our goals and motivations
as being in a risk state of either promotion (seeking benefits and rewards) or prevention (seeking
security and eliminating risk).
Pilot: A metaphor often used to describe the
more deliberate and rational thought processes in
System 2.
Priming: Providing cues that puts the shopper in
a specific motivational state and sets the stage for
a desired behavior. Sensory cues like colors and
scents can "prime the need" for a greater willingness to experiment or buy.
Value Equation: A way to define the perceived
value of a marketing message, price or promotional offer in terms of reward (benefit) or pain
(cost); the neuro-logic breakdown of a purchase
decision may be defined as net value equals
reward minus pain.

11



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
Shopper Marketing - June 2016 - 81
Shopper Marketing - June 2016 - 82
Shopper Marketing - June 2016 - 83
Shopper Marketing - June 2016 - 84
Shopper Marketing - June 2016 - 85
Shopper Marketing - June 2016 - 86
Shopper Marketing - June 2016 - 87
Shopper Marketing - June 2016 - 88
Shopper Marketing - June 2016 - 89
Shopper Marketing - June 2016 - 90
Shopper Marketing - June 2016 - 91
Shopper Marketing - June 2016 - 92
Shopper Marketing - June 2016 - 93
Shopper Marketing - June 2016 - 94
Shopper Marketing - June 2016 - 95
Shopper Marketing - June 2016 - 96
Shopper Marketing - June 2016 - 97
Shopper Marketing - June 2016 - 98
Shopper Marketing - June 2016 - 99
Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
Shopper Marketing - June 2016 - 102
Shopper Marketing - June 2016 - 103
Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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