Shopper Marketing - June 2016 - S6


INDUSTRY REPORT
ness, brand recall and purchase intent," says Sara Hightower, director of planning and insights at The Marketing
Arm. "Behavioral economics takes the other side of the
coin. It helps us to understand the implicit drivers of
shopper behavior."
Thus, marketers are increasingly turning to implicit
research methods to delve further into the mechanisms
of the autopilot. These methods seek to isolate the tendency for the pilot to rationalize the more natural impulses of the autopilot, particularly in situations like focus groups where consumers are asked to explain their
impressions or behavior. Implicit research tools often
measure responses based on reaction time to reduce the
compensating effect of System 2 on System 1. Barden
explains:
"The term 'implicit' can be used generically to cover
the automatic processes of System 1. Tools such as biometric measures, EEG and fMRI could all be said to
be implicit," he says. "However, we use the term in the
specific sense of implicit association, which originated
in social psychology. Academics in that field knew that

interface. Each of these ideas may be applied in ways
that - in the language of behavioral science - "prime"
a shopping environment to trigger or "nudge" consumers toward a desired behavior. Let's take them one at a
time:
* Framing. Framing speaks to the importance of context in any given situation; it is literally what surrounds or frames a brand or product. Framing may
have implications for everything from the impact of
packaging on brand perception to the perceived value of a product featured in an endcap display to a
brand's positioning in advertising copy. By triggering
our automatic instincts and our senses of perception,
framing taps into the implicit thought processes of the
autopilot system.
In advertising, for example, research has shown that
consumers respond more favorably to a message that
is framed by the danger of losing something than one
that is oppositely framed as a means of gaining something they don't already have. Behavioral economists
often talk about this as a perceived cost/benefit value
equation in neuropsychological terms:
Net value = reward
" Science has shown that no
(benefit) - pain (cost).
decision is entirely emotional
The Edison comor rational. So the emotional
pany confirmed that
theory by testing a
versus rational model is a false
campaign to get cusdichotomy."
tomers to sign up for
an energy conservaPhil Barden, UK managing director, Decode Marketing
tion program using
two different framing
there was a difference between what people said about
approaches: 1) "If you use energy conservation meththeir attitudes and beliefs and their actual behavior, so
ods, you will save $350 per year;" and 2) "If you do not
they developed a method, based on reaction time, that
use energy conservation methods, you will lose $350
could disable System 2's 'policeman' so that peoples' reper year." While the offer was exactly the same in both
sponses were a much truer measure."
cases, the motivation to sign up for the program was
Through such methods, marketers may gain a deeper
much higher in the second version (which performed
understanding of the implicit associations between a
much better) because of how it was framed.
brand and the consumer's more deep-seated goals and
values. "We can also measure the impact of stimuli on * Anchoring. Anchoring establishes a reference point
those associations," notes Barden. "For example, how
that communicates a certain level of perceived value.
does an ad or a pack design shift associations? Or how
For example, apparel retailers often display previdoes a sponsorship fit with the brand's equity? We can
ously discounted prices on sale items as an anchor
correlate these associations with purchase intention to
to communicate to shoppers that they are getting the
find out what's driving purchase, which is where this
most for their money. Many bargain hunters would
approach is really powerful."
say the tactic often works. Why? Because, as with
framing, anchoring mechanisms can trigger a powerCORE CONCEPTS & TOOL KITS
ful implicit response that determines which product a
When working within this new framework, experts adconsumer chooses to buy.
vise marketers to keep certain core concepts in their
As another example, the number "9" is widely used
tool kit. These include framing, anchoring and decisionas an anchor in business - with good reason. Just ask
6



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
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Shopper Marketing - June 2016 - 94
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Shopper Marketing - June 2016 - 97
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Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
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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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