1、fixed-action pattern
The term fixed action pattern (FAP), or modal action pattern, is sometimes used in ethology to denote an instinctive behavioral sequence that is relatively invariant within the species and almost inevitably runs to completion.
a trigger making people say yes
2、price=quality
3、Activity
support points
4、comparison and contract
picture or lifestyle
triple digit decline of VS after switching models from using normal shape people
aspirational view of the brand
5、Loss leader principle
Retail,fast consuming
– a product sold at a loss to attract customers to get into the shopping environment such as supermarket and website
a product sold at a loss to make customers spend more money on accessories, eg, printers
6、most costly first principle
fashion, real estate,automobile
7、 reciprocity
giving you something like a flower and asking for donation by bonding you
sephora free sample and make-up service
CRM(customer relationship management)
messaging cadence: How often send communication, what are we doing to say/do
loyalty card, buy 10 get 1 free
8、consistency
we don’t like to think too much – we know what we are going to get
eg, zappos, starbucks
brand is a promise
9、social prove
associating brand with the trend before it happen
craft beer,7yrs ago,
people who enter this market at the end pay the price
10、liking
a、buy something for someone they like
CRM—messaging codence
social media
responding in commends
“LIKES” in FB, yelp
Loyalty cards—Airlines
b、Physical Attractiveness
psychological that we tend trust people who are better looking
c. similarity
ethic advertising black, asian people
d、complimentary
jet.com
11、C and association
borrowed equity
celebrities
sport figures
12、authority figure
13、authenticity
Harley Davison 1930s 二战时候的摩托车
brand is not lying to you
doesn’t try to hard to market
we make a good product that is enough
14、scarcity
limited time
USP(unique selling proposition)unique selling proposition
RTB (reasons to believe)Logical and emotional
Jingles are not used any more