Most Important Concepts:

How I Can Use This Info:

Chapter Recap:

1 - How customers operate

• Successful products are those that customers hire to accomplish a task or solve a problem.
• For simplicity’s sake, four groups: primal, emotional, efficient, & social.
• As marketers, our objective is to understand how customers think, so that we can influence what they buy.
• Freudian theory

2 - Primal values

• Survival - things that help you survive. (Food, temperature control)
• Lifespan longevity - things that help you live longer. (Vitamins, cancer preventatives)
• Reciprocity - we are intrinsically wired to show mutual kindness. (Christmas, valentines gifts)
• Pleasure - when consumers associate a certain feeling with a certain product. (Soda, new tech)
• Pain avoidance - people will do anything to avoid pain. (Prevent theft, alleviate back pain)
• Fear - providing a product that calms someones fear. (Covid mask, guns)

3 - Emotional values

• Personal wellness - answering to people’s desire to feel good. Also good to ensure that long-term effects are also beneficial. (Essential oils, anti-aging creams)
• Empathy - showcasing empathy towards the suffering of others. (Products that give a % to charity)
• Reward - people gravitate towards behaviors that result in rewards.
• Nostalgia - people buy products that help them re-live past experiences. (Pokemon)