Webinar | Consumer Behavior Webinar Understanding Fear
Summary
The webinar explores the psychology of fear, stress, and decision-making during a crisis, emphasizing changes in consumer behavior and impacts on marketers. It discusses the brain's decision-making systems, values shift, and the importance of authenticity in messaging for brand reputation and loyalty. The session covers adjusting media strategies, adapting to e-commerce shifts, and engaging consumers with ephemeral content and virtual experiences. Additionally, it delves into the rise of telehealth, changing consumer behaviors, and the need for adaptive marketing strategies to build brand presence and resonate with consumer values in uncertain times.
Chapters
Introduction
Psychology of Fear
Behavior Changes
System 1 and System 2 Processing
Shift in Values
Authenticity and Simplified Messaging
Generating Goodwill
Media Strategy and Communication
Changing Goals and E-commerce
Observations on News Consumption During COVID-19
Value Changes and Influencer Patterns
Impact of Fear of Missing Out (FOMO) Online
Embracing Telehealth and Virtual Care
Behavior Changes and Emerging Trends
Marketing Strategies and Long-term Goals
Building Communities and Connecting with Consumers
Introduction
Introduction to the webinar, speakers, house rules, and agenda.
Psychology of Fear
Exploring the psychology of fear, initial responses, stress, anxiety, and decision-making during a crisis.
Behavior Changes
Discussing the changes in consumer behavior, openness to behavioral change, and challenges for marketers.
System 1 and System 2 Processing
Explaining the two decision-making systems in the brain, focusing on System 1 in stressful situations.
Shift in Values
Analyzing the shift in values, particularly the sanctity degradation value, and its impact on decision-making.
Authenticity and Simplified Messaging
Emphasizing the importance of authenticity, simple storytelling, and clear messaging during a crisis.
Generating Goodwill
Highlighting the positive impact of goodwill actions and authentic marketing on brand reputation and customer loyalty.
Media Strategy and Communication
Advising on adjusting media strategies, using visuals, and communicating effectively during challenging times.
Changing Goals and E-commerce
Recommending new goals for businesses, focusing on awareness, affinity, and behavior change, and adapting to the rise of e-commerce.
Observations on News Consumption During COVID-19
Discusses the shift in news consumption from COVID-19 related articles to more fun and light-hearted content as people reach saturation with coronavirus news.
Value Changes and Influencer Patterns
Explores the change in values and influencer patterns during the pandemic, focusing on the shift towards valuing essential workers and different types of influencers.
Impact of Fear of Missing Out (FOMO) Online
Analyzes the rise of FOMO online during the pandemic and how companies can take advantage of ephemeral content and virtual experiences to engage consumers.
Embracing Telehealth and Virtual Care
Discusses the rise of telehealth and virtual care services, highlighting the shift towards online healthcare solutions and the importance of adapting to this new norm.
Behavior Changes and Emerging Trends
Explores the changing consumer behaviors post-pandemic, including the increase in searches for insurance, shift in auto sales approaches, and rise in indulgence purchases.
Marketing Strategies and Long-term Goals
Discusses adaptive marketing strategies, focusing on brand building, perceived product quality, and the importance of maintaining market presence for long-term benefits.
Building Communities and Connecting with Consumers
Highlights the significance of building communities, leveraging online platforms, and adapting messaging to resonate with consumer values during uncertain times.
FAQ
Q: What are the two main themes discussed in the webinar?
A: The webinar delves into exploring the psychology of fear, stress, anxiety, and decision-making during a crisis, as well as discussing changes in consumer behavior, marketing challenges, and the impact on decision-making by values and authenticity.
Q: How does the webinar explain decision-making in the brain during stressful situations?
A: The webinar focuses on the two decision-making systems in the brain, particularly System 1, which is emphasized in stressful situations.
Q: What is emphasized as important for effective communication during a crisis?
A: The webinar highlights the importance of authenticity, simple storytelling, and clear messaging during a crisis.
Q: What advice is given regarding branding and marketing strategies during challenging times?
A: The webinar advises on adjusting media strategies, using visuals effectively, and recommending new goals for businesses focusing on awareness, affinity, and behavior change.
Q: How does the webinar address the shift in consumer behaviors post-pandemic?
A: The webinar discusses the changing consumer behaviors like the increase in searches for insurance, shift in auto sales approaches, and rise in indulgence purchases.
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