More Consumers

1
More Consumers

• Getting resources on the Internet
• Goods, services, status, love

2
Understanding Consumers

• Last class
• Descriptive research
• Demographics what is doing what, when
• Psychographics psychological dimensions
• Inferential research
• Why are they doing what they do?
• Theories as general guides
• Consuming within an environment
• Transactions, exchanges, relationships

3
Looking at Resource Consumption

• Resource consumption ƒ(environmental
  factors, psychological factors)
• A process model of factors that influence
  consumption
• Time to draw a picture
• Caveats about resources
• 1 Theyre not just for marketing anymore
• 2 Theyre subjective (perception is everything)

4
Inferential Research and Resource
Consumption

• More caveats
• For every resource, there is a theory
• The environment wreaks havoc on theories
• The resources
• Money
• Mental accounting
• Temporal discounting
• Internet effects

5
More Resources, More Theories

• Information
• Information processing
• Decision making
• Internet effects
• Goods (aka products, in marketing)
• Type and quality assessment
• Form
• Information effects

6
Still more resources

• Services, status, and emotion
• Less well understood
• Less often leveraged
• More highly personalized
• Services
• Characteristics
• Intangibility, inseparability, heterogeneity,
  perishability
• Internet effects

7
The Last Two Resources

• Status
• Impression management
• Scarcity theory (exclusivity)
• Internet effects
• Emotional fulfillment
• Emotional reciprocity
• Internet effects

8
Interesting Sites for Resources

• Money http//www.moneylaundering.com/news.htm
• Goods
• Services http//www.funeralstodiefor.com
  http//www.PeachTreeCasketsDirect.com
• Information http//
• Status http//www.luxury-realestate.com
• Love http//wildcomputercontrol.com/gunrose.htm
• http//dreamquest.to/Morningstar.htm

9
Your sites

• Group 2 (Gren, et al.)
• http//www.yahoo.com
• http//www.winemonthclub.com
• http//bluemountain.com
• http//www.ebay.com
• http//www.money.com/money/
• http//www.ghgcorp.com/holloway/civil.htm
• Group 2 (Via, et al.)
• http//www.udate.com
• http//www.Askjeeves.com
• http//www.bigyellow.com
• http//www.equalfooting.com
• http//www.canoe.com.ca/Money/home.html

10
More sites

• Group 4 (Clear, et al.)
• http//www.fossil.com
• http//www.iselfknowledge.com/ivillage/freefav.asp
  
• http//www.extremeinnovations.com.ca
• http//www.espionage-store.com
• http//www.poweritup.com/4410.htm
• http//www.tvguide.com
• Group 3 (Shrader, et al.)
• http//www.datescene.com/
• http//www.cnnfn.com
• http//www.yahoo.com
• http//www.bev.met

11
Still more sites

• Group 6 (Garbarino, et al.)
• http//www.wheresgeorge.com
• http//www.800.com/new.asp
• http//www.eluxury.com
• http//www.love.aol.com
• http//www.ticketmaster.com
• http//www.anandtech.com
• Group 5 (Jones, et al)
• http//www.datingmall.com
• http//www.jokes.com
• http//www.ulc.net/ordain.htm
• http//www.absolutelyfreebies.com/makemoney.html

12
Your sites

• Group 4 (Alvarez, et al.)
• http//www.money-at-home.com
• http//www.ihokie.com
• http//www.iwon.com
• http//www.finaid.com
• http//www.lovingyou.com
• http//www.goodstogo.com
• http//www.usp.com
• http//www.chinfo.navy.mil/navpalib/news/.www/stat
  us.html
• Group 2 (Bogdanovic, et al.)
• http//www.whodoyoulove.com
• http//www.gradfinder.com
• http//www.fraud.org
• http//www.hokieclub.com

13
More sites

• Group 3 (Young, et al.)
• http//www.adultfriendfinder.com
• http//www.sharperimage.com
• http//www.dowjones.com
• http//www.ebay.com
• http//www.lexisnexis.com
• Group 1 (Anderson, et al.)
• http//www.iwon.com
• http//www.hokieauction.com
• http//www.cupid.com
• http//www.fedex.com

14
Looking Ahead

• Marketers and the Internet Environment
• Constraints and opportunities
• Need to understand what consumers are doing
• To develop products that meet needs
• To leverage their interactions (even with third
  parties) to meet marketing objectives
• Focus on relationships
• Implications for marketing action