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

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
Coupey

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

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
Coupey

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

6. 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

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

8. Interesting Sites for Resources
Money
Goods
Services
Information
Status
Love
Coupey

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

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

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

12. Your sites… Group 4 (Alvarez, et al.) Group 2 (Bogdanovic, et al.)
Group 2 (Bogdanovic, et al.)
Coupey

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

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
Coupey