Getting resources on the Internet Goods, services, status, love More Consumers Getting resources on the Internet Goods, services, status, love Coupey

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 Coupey

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: They’re not just for marketing anymore #2: They’re subjective (perception is everything) Coupey

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 Coupey

More Resources, More Theories Information Information processing Decision making Internet effects Goods (aka “products,” in marketing) Type and quality assessment Form Information effects Coupey

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

The Last Two Resources Status Emotional fulfillment Impression management Scarcity theory (exclusivity) Internet effects Emotional fulfillment Emotional reciprocity Coupey

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 Coupey

Your sites… Group 2 (Gren, et al.) Group 2 (Via, 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 Coupey

More sites… Group 4 (Clear, et al.) Group 3 (Shrader, 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 Coupey

Still more sites… Group 6 (Garbarino, et al.) Group 5 (Jones, 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 Coupey

Your sites… Group 4 (Alvarez, et al.) Group 2 (Bogdanovic, 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/status.html Group 2 (Bogdanovic, et al.) http://www.whodoyoulove.com http://www.gradfinder.com http://www.fraud.org http://www.hokieclub.com Coupey

More sites… Group 3 (Young, et al.) Group 1 (Anderson, 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 Coupey

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 Coupey