Category: consumer behaviour | 消費者行為 | 소비자 행동

Consumer behaviour is central to my role as an account planner and about how I look at the world.

Being from an Irish household growing up in the North West of England, everything was alien. I felt that I was interloping observer who was eternally curious.

The same traits stand today, I just get paid for them. Consumer behaviour and its interactions with the environment and societal structures are fascinating to me.

The hive mind of Wikipedia defines it as

‘the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.’

It is considered to consist of how the consumer’s emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics or nudge theory as its often known).

I tend to store a mix of third party insights and links to research papers here. If you were to read one thing on this blog about consumer behaviour, I would recommend this post I wrote on generations. This points out different ways that consumer behaviour can be misattributed, missed or misinterpreted.

Often the devil is in the context, which goes back to the wide ranging nature of this blog hinted at by the ‘renaissance’ in renaissance chambara. Back then I knew that I needed to have wide interests but hadn’t worked on defining the ‘why’ of having spread such a wide net in terms of subject matter.

  • Family & other things that made my day this week

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    I spent a good deal of the week seeing the family. It was great to have homemade soda bread and finish off my Mum’s Christmas cake. Yes, you haven’t read that wrong, my Mum specialises in making rich fruit cakes for Christmas. They keep for a good few months afterwards.

    A good deal of that was spent watching Homeland and assorted  films with my Dad. This included Accident Man – a pretty accurate remake of the Toxic! comic book character from the early 1990s by Pat Mills (of 2000AD fame) and Tony Skinner. We didn’t watch them as a family for reasons that will become apparent.

    For a brief period from March to October 1991; the UK comic scene had a darker, more anarchic publication than had been previously seen. Toxic! was originally designed to address failings in 2000AD magazine.

    The film is so anachronistic in its nature that its audience will be niche. That doesn’t reflect on the quality of the action in the film. It features Ray Stevenson, Scott Adkins (you’d recognise hime host of Hong Kong and Hollywood movies) and Ray Park (who played Darth Maul). Adkins is a bit lean to play the titular character Mick Fallon, which is a surprise given his Boyka role in the Undisputed franchise. Adkins to his credit manages to make it all work.

    Both the director and the script writer managed to skilfully blend the unreconstructed misogyny of 1991 with with the great ‘unawoke’ attitudes of a post-Brexit Britain.

    Watching Wanted: Dead or Alive with Rutger Hauer shows how much the media portrayal of Islamic terrorism has changed over the past 30 years. The plot itself is a bit odd. Sex tape star Gene Simmons plays an Islamic terrorist looking to cause a Bhopal-type disaster as an act of revenge on the United States – where do you even start with that plot?

    Hauer’s car has an early generation cellular phone and what seems like some sort of satellite navigation equipment with a monochrome CRT display.

    Dated films weren’t the only things that I saw. The family car is still a Polo diesel that I helped them buy. Whilst I heard of a few people who had a Nissan Leaf; Merseyside is still firmly in the petroleum age. Most of the cars were a decade old on average and I didn’t see any obvious charging stations. Importation of secondhand cars from Japan is still a thing. Both J60 and J80 series Toyota Land Cruisers seem to have a loyal following.

    For something more recent and music-related, I can recommend this from Resident Advisor: How did UK garage become dubstep?

    I think that we must be pretty close to peak-vape. I was in a Wilkinsons store and wandered past the cough and cold medicine section. Wilkinsons is a discount retailer that does a mix of food cupboard staple grocers, household cleaning products and over the counter pharmacy products. A good analogue for Hong Kong readers would be 759 Store.

    On the top shelf of the unit above cough and cold remedies was vape fluid and e-cigarettes.

    Douglas Rushkoff | Present Shock Economies – great YouTube video which explains why Amazon is likely to be more trouble over time than Facebook ever will be. Well worth listening to during a lunch hour.

    Finally Asian Boss had some great vox pop interviews with Beijingers about what they thought of Sesame Credit which is a financial and behavioural credit system being rolled out in China.

  • Influence – The Psychology of Persuasion by Robert M Cialdini

    Cialdini’s Influence is now over ten years old and still stands up. It is a good guide on the psychology of why people say “yes”. The accessible style of Influence reminded of Douglas Rushcoff, or Malcolm Gladwell. Ok Malcolm Gladwell is a poor analogy, Cialdini’s work isn’t candy floss for the mind. This is deceptive as there is usually an inverse relationship between value and accessibility. Exceptions to this heuristic would be the likes of Sun Tzu – The Art of War.

    Influence by Cialdini

    Cialdini hasn’t been researched within an inch of its life in the same way Byron Sharp’s books have been.

    Cialdini provides planners and strategists with starting points for customer experiences. The book isn’t a how to guide for digital journeys but provides first principles. Psychology is not channel-specific.

    The Journal of Marketing Research described it as

    …among the most important books written in the last 10 years.

    The book’s style allowed me to pick it up and put it down, to fit in with my holiday schedule of train travel and family time.

    Why should you have Cialdini’s Influence?

    • If your work includes marketing planning or strategy, your bookshelf should have this book. If you are thinking about customer interactions, this book outlines the first principles that you need
    • If you’re a consumer and want to know how you’re being sold to; read this book
    • If you want to get on better with people ( your kids or co-workers); buy this book

    My copy is well-thumbed and stuffed with post-it notes around the edges as I go back and forth into it on a regular basis. More marketing related content here.

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  • Belkin buyout + more news

    The Curious Case of the Belkin Buy – Om Malik – not really so curious. It makes sense for Belkin and Foxconn. Belkin and Foxconn can use the advantages that they have in terms of production and understanding of Apple products to get ahead. Having a recognisable brand in Belkin that gives Foxconn better margin in the home. More related content here

    China gives preliminary green light for two largest shipbuilders to merge | SCMP – makes sense given the current over supply of ships and bankruptcy of ship owners like Hanjin in Korea

    Top Facebook Executive Defended Data Collection In 2016 Memo — And Warned That Facebook Could Get People Killed – The best products don’t win. The ones everyone use win – unsurprisingly the guy who wrote the memo was an ex-Microsoft executive who had been there during Gates and Ballmer

    Telenor sells off Eastern European assets to refocus on Asia | total telecom – interesting move, they seem to think that the belt and road initiative won’t benefit them as it moves through Eastern and Central Europe. Disclosure, I worked on Telenor Myanmar.

    Standard Chartered joins TBWA in crowdsourcing platform launch | Advertising | Campaign Asia – Only really works if there are producers looking to enter an industry that is worthwhile getting into

    Facebook locks out third-party data providers | Digital | Campaign Asia – GDPR related and the official notice: Shutting Down Partner Categories | Facebook Newsroom

    ‘Print is dead’ – then why do even the tech giants use it for their apology ads? | The Drum

    Teenagers Say JUUL Is A Discreet Way To Vape In Class : Shots – Health News : NPR – great if unintentional brand building

    Trump hates Amazon, not Facebook – Axios – and I can understand why

    Clark gives Melrose extra firepower in battle for GKN | Business | The Times  – Oddly, almost as important a deal — the £24 billion takeover of Arm Holdings by Softbank, of Japan — slipped through the net. Hatched in the chaotic days after the Brexit referendum, ministers hailed the deal as a triumph of Britain still being open for business, when for the technology community it was one of its greatest setbacks.

    Take a look at these two versions of a Guardian article: The great British Brexit robbery: how our democracy was hijacked | Technology | The Guardian and The great British Brexit robbery: how our democracy was hijacked | Technology | The Guardian. Which makes me wonder about the veracity of the journalism. Why the edits? Was it that it couldn’t be verified, didn’t fit the story the Guardian wanted to portray or something else? More questions than answers.

  • Reid Hoffman on tech sector issues

    This Reid Hoffman video stands in sharp comparison to the Ayn Rand-loving frat-bro culture that seems to infect technology  sector companies based in Silicon Valley. However Hoffman in his past has reflected at least some of their libertarian views.

    However Reid Hoffman is cut from different cloth and represents a slightly older generation in the technology sector who pioneered the dot.com era.

    He grew up in Berkeley, back when the technology sector was more hardware focused and Silicon Valley actually made micro-chips. Back then HP (now Agilent) and Techtronix made measurement equipment in the Valley and it was the centre of the cold war missile technology. The east coast from IBM in New York State to the Boston corridor represented a worthy adversary of Silicon Valley. The technology sector only opted to have Silicon Valley as its home during the move to personal computing.

    eWorld

    Hoffman worked at Apple on eWorld – an early way of connecting Macs to the nascent public internet. There was interesting ideas that came out of that at the time including work on object orientated programming. Apple later abandoned eWorld when they saw the ‘net taking off and instead collaborated with selected ISPs like ClaraNet and Demon in the UK.

    Reid Hoffman later founded a prototype-social network and was part of the PayPal mafia before founding LinkedIn. The irony is that the PayPal mafia were ground zero for the current generation of technology company CEOs.

    Reid Hoffman offers a more thoughtful considered viewpoint on the future of the technology sector.

    How Technology is Shaping the Future of Human Society was filmed by the Aspen Institute.

  • Join hands on apps + more news

    China smartphone makers join hands on apps, pose threat to WeChat | Reuters – this effort by vendors to join hands on apps reminds me of work that Google did on ‘streaming’ apps as needed that went a bit quiet. Interesting that the manufacturers are willing to go against Tencent. In a mature market handset providers want a bite of services, but is there an advantage with brands to throw in with one or more of the handset eco-systems given their disparate app stores?

    Americans less likely to trust Facebook than rivals on personal data: Reuters/Ipsos poll – trust and leaving the platform are two different things. What was surprising is how low a rating Apple had compared to its tech peers given its efforts in privacy protection by design. Facebook starts looking looking like Microsoft did as a brand

    South Korea fines Facebook $369K for slowing user internet connections – The Verge – why was Facebook ‘trumpeting’ their traffic about the place? This is really odd, almost like there was ‘man in the middle’ inspection of data going on. The fine Facebook faces represents about 0.05% of Facebook’s Korean revenue for a year

    Having Your Smartphone Nearby Takes a Toll on Your Thinking (Even When It’s Silent and Facedown) – interesting research. Think of the relationship as similar to Gollum and the one ring

    Yahoo Japan Plans To Launch Cryptocurrency Exchange Amid FSA Crackdown | ZeroHedge – interesting move by SoftBank. Yahoo! Japan brand is a strategic asset, yet Son-san is willing to risk it on cryptocurrency which I perceive to be a tactical play. I can’t see continued interest in consumer speculation on it in the longer term. More related content here

    Dennis Yu on the Facebook debacleDennis is the chief technology officer Facebook marketing business called BlitzMetrics. If anyone knows their stuff its likely to be him