Blog 1: Classical Conditioning

Many marketers have figured out that learned connections between products and memories is a powerful way to build and keep brand loyalty. So how do consumers learn? Consumer learning is a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.

There are several theories that have been developed to help explain the learning process. One theory focuses on the simple stimulus and response connections. This is called the behavioural theory. The behavioural theory assumes that learning takes place as the result of responses to external events.

This theory is majorly represented by the concept of classical conditioning, a concept which Adidas has greatly demonstrated through there marketing efforts. Classical conditioning is where a stimulus is paired with another stimulus and the response transfers to the new stimulus.

One way Adidas has used classical conditioning is through their “Calling All Creators” campaign by pairing celebrities, athletes and musicians with Adidas products in the commericial to evoke a positive response from the consumer to the Adidas brand. The campaign that was launched at the end of 2017 features superstar athletes such as Lionel Messi, James Harden and Paul Pogba to name a few while also reaching beyond the realm of sports, with appearances by Pharrell Williams, Karlie Kloss and others.

“Calling All Creators” brings all these stars to a table together with some noticeable camera shots to focus on their new Adidas clothes and shoes to deliver the brand’s manifesto piece by piece. Adidas wanted to bring this notable group of celebrities together to inspire others to think differently in their game, life and world.

By calling on these plethora of stars to endorse the brand, Adidas is able to gain a competitve advantage. This is becasue Adidas will be able to enhance the consumers positive feelings towards their favourite celebrities which can then be transferd to the brand when consumers see them promoting Adidas products, creating a positive association.

Blog 2: Motivation

Motivation is the process that leads people to behave as they do and can occur when a need is aroused that the consumer wishes to satisfy. Once a consumers needs have been recognised a sense of pressure exists that drives the consumer to satisfy and eliminate that need. 

Abraham Maslow formulated a hierachy of needs that specified certain levels of motives. Marketers look to target a particular level of needs for their products because it indirectly specifies certain types of products benefits people might be looking for. 

Being a sportwear brand Adidas realises that most consumers motives behind purchasing their products usally involve fitness and staying active. This is why they have been targeting self actualisation needs though focusing on consumer’s fitness goals and to encourage and motivate consumers to excerise. To do this Adidas have partnered up with FitBit to produce the “Fitbit ionic Adidas edition”.

The product is supposed to help people train better with unique adidas made training sessions and on screen workouts designed to improve your form. It also includes step by step coaching that guides you through the moves.  

I belive the partnership with FitBit to create a device associated with setting and achieving fitness goals showcases how Adidas understands their consumers motives behind purchasing their products and uses this understanding to influence consumer behaviour. This is because they are a brand that promotes athletes and consumers to perform better, play better and feel better. Consumers are drawn to this as they make them feel inspired and motivated to get active.

Blog 3: The Self

Consumers will more than likely purchase certain brands or products because the person will want to either highlight or conceal some aspect of ourselves. These products can range from luxury items like a car to simple items like the clothes we wear. The self concept plays a huge role in this as it can help consumers make purchase decisions and influences consumer behaviour.

The self concept summarises the beliefs an individual holds about their own attributes and how they evaluate these qualities. Although a persons overall self concept may be positive, there are certainly parts that they will evaluate more positively than others. For example a consumers self assessment can be quite distorted when it comes to physical appearance. Marketers have realised this and have made an effort in their marketing campaigns to target and provoke ones self concept to create need in their products.

In August of 2018 Adidas launched their She Breaks Barriers initiative in a commitment to remove barriers for females in sports. The campaign highlights the barriers girls and women are facing in sport and invites everyone to level the playing field and co-create the future of women’s sport.

The initiative was designed to inspire, enable and support the next generation of female athletes, creators and leaders. In order to achieve this Adidas uses popular female sports stars to alter young girl’s and women’s self concept by promoting their feelings of control strength and competency.

From Adidas’ She Breaks Barriers initiative it has helped destroy any negative stigmas associated with women in sports and has allowed women to re-evaluate their self concept more positively.

References

Blog 1;

Oster, E. and Oster, E. (2019). Adidas Brings Superstars Like Lionel Messi and Karlie Kloss Together for a Feast in Its Latest Spot. [online] Adweek.com. Available at: https://www.adweek.com/creativity/adidas-brings-superstar-athletes-like-lionel-messi-and-aaron-rodgers-together-for-a-feast-in-its-latest-spot/ [Accessed 7 Apr. 2019].

Medium. (2019). 5 Reasons Why Celebrity Endorsements Work!. [online] Available at: https://medium.com/strategic-content-marketing/5-reasons-why-celebrity-endorsements-work-47de8515b072 [Accessed 7 Apr. 2019].

brandchannel:. (2019). Calling All Creators: Adidas Brings All-Star Talent and Tech to the Table. [online] Available at: https://www.brandchannel.com/2017/12/20/adidas-calling-all-creators-122017/ [Accessed 7 Apr. 2019].

Soloman, R, Russel-Bennett, R, Previte, J (2018) ‘Consumer Behaviour: Buying, Having, Being’, Pearson Education Australia, 4th Edition, Ch 4

Blog 2;

Fitbit.com. (2019). Fitbit Ionic: adidas edition watch. [online] Available at: https://www.fitbit.com/eu/adidas [Accessed 28 Apr. 2019].

Withers, B. (2019). Fitbit’s Real Reason to Partner With Adidas — The Motley Fool. [online] The Motley Fool. Available at: https://www.fool.com/investing/2017/11/11/fitbits-real-reason-to-partner-with-adidas.aspx [Accessed 28 Apr. 2019].

Soloman, R, Russel-Bennett, R, Previte, J (2018) ‘Consumer Behaviour: Buying, Having, Being’, Pearson Education Australia, 4th Edition, Ch 6

Blog 3;

Vmagazine.com. (2019). Adidas Launches “She Breaks Barriers” Initiative | V Magazine. [online] Available at: https://vmagazine.com/article/adidas-launches-she-breaks-barriers-initiative/ [Accessed 23 May 2019].

adidas News Site | Press Resources for all Brands, Sports and Innovations. (2019). adidas kicks off Initiative to break down barriers faced by Women and Girls in Sport. [online] Available at: https://news.adidas.com/american-football/adidas-kicks-off-initiative-to-break-down-barriers-faced-by-women-and-girls-in-sport/s/87fa878d-dbe4-4619-826d-f4b71e1b33cc [Accessed 23 May 2019].

Soloman, R, Russel-Bennett, R, Previte, J (2018) ‘Consumer Behaviour: Buying, Having, Being’, Pearson Education Australia, 4th Edition, Ch 7

Motivation is the process that leads people to behave as they do and can occur when a need is aroused that the consumer wishes to satisfy. Once a consumers needs have been recognised a sense of pressure exists that drives the consumer to satisfy and eliminate that need. 

Abraham Maslow formulated a hierachy of needs that specified certain levels of motives. Marketers look to target a particular level of needs for their products because it indirectly specifies certain types of products benefits people might be looking for. 

Adidas has demonstrated this concept by targeting self actualisation needs though focusing on consumer’s fitness goals and to encourage and motivate consumers to excerise. Adidas have partnered up with FitBit to produce the “Fitbit ionic Adidas edition”. The product is supposed to help people train better with unique adidas on screen workouts designed to improve your form and includes step by step coaching that guides you through the moves. 

I belive the partnership with FitBit to create a device associated with setting and achieving fitness goals showcases how Adidas understands their consumers motives behind purchasing their products and uses this understanding to influence consumer behaviour. This is because they are a brand that promotes athletes and consumers to perform better, play better and feel better. Consumers are drawn to this as they make them feel inspired and motivated to get active.

Consumers will more than likely purchase certain brands or products because the person will want to either highlight or conceal some aspect of ourselves. These products can range from luxury items like a car to simple items like the clothes we wear. The self concept plays a huge role in this as it can help consumers make purchase decisions and influences consumer behaviour.

The self concept summarises the beliefs an individual holds about their own attributes and how they evaluate these qualities. Although a persons overall self concept may be positive, there are certainly parts that they will evaluate more positively than others. For example a consumers self assessment can be quite distorted when it comes to physical appearance.

Brands and marketers have realised this and have made an effort in their marketing campaigns to target and provoke ones self concept to create need in their products.

In August of 2018 Adidas launched their She Breaks Barriers initiative in a commitment to remove barriers for females in sports. The campaign highlights the barriers girls and women are facing in sport and invites everyone to level the playing field and co-create the future of women’s sport.

The initiative was designed to inspire, enable and support the next generation of female athletes, creators and leaders. In order to achieve this Adidas uses popular female sports stars to alter young girl’s and women’s self concept by promoting their feelings of control strength and competency.

From Adidas’ She Breaks Barriers initiative it has helped destroy any negative stigmas associated with women in sports and has allowed women to re-evaluate their self concept more positively.

References

https://news.adidas.com/american-football/adidas-kicks-off-initiative-to-break-down-barriers-faced-by-women-and-girls-in-sport/s/87fa878d-dbe4-4619-826d-f4b71e1b33cc

Soloman, R, Russel-Bennett, R, Previte, J (2018) ‘Consumer Behaviour: Buying, Having, Being’, Pearson Education Australia, 4th Edition, Ch 7

Many marketers have figured out that learned connections between products and memories is a powerful way to build and keep brand loyalty. So how do consumers learn? Consumer learning is a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.

There are several theories that have been developed to help explain the learning process. One theory focuses on the simple stimulus and response connections. This is called the behavioural theory. The behavioural theory assumes that learning takes place as the result of responses to external events.

This theory is majorly represented by the concept of classical conditioning, a concept which Adidas has greatly demonstrated through there marketing efforts. Classical conditioning is where a stimulus is paired with another stimulus and the response transfers to the new stimulus.

One way Adidas has used classical conditioning is through their “Calling All Creators” campaign by pairing celebrities, athletes and musicians with Adidas products in the commericial to evoke a positive response from the consumer to the Adidas brand. The campaign that was launched at the end of 2017 features superstar athletes such as Lionel Messi, James Harden and Paul Pogba to name a few while also reaching beyond the realm of sports, with appearances by Pharrell Williams, Karlie Kloss and others.

“Calling All Creators” brings all these stars to a table together with some noticeable camera shots to focus on their new Adidas clothes and shoes to deliver the brand’s manifesto piece by piece. Adidas wanted to bring this notable group of celebrities together to inspire others to think differently in their game, life and world.

By calling on these plethora of stars to endorse the brand, Adidas is able to gain a competitve advantage. This is becasue Adidas will be able to enhance the consumers positive feelings towards their favourite celebrities which can then be transferd to the brand when consumers see them promoting Adidas products, creating a positive association.

Firstly a decision is the selection of an action from two or more alternative choices. This includes consumers who have to make decisions on whether or not to make the purchase and which brand to purchase. I recently bought a pair of football boots where I had to make a decision on whether to buy from the Nike brand or the Adidas brand.

The decision-making process is concerned with how consumers make decisions. It has three steps the consumer goes through. These steps include need recognition, pre-purchase search and evaluation of alternatives.

In my recent purchase of football boots, I went through the need recognition step when I realised that my current football boots were smaller than desired. In my decision-making process I also did an external pre-purchase search on perceived risk, particularly on the costs of certain brands of boots to see of the product was worth the cost. Once I found a desired price and brand I did an evaluation of different colours and styles of boots I wanted until I found right pair.

This type of consumer decision I made in my football boots purchase was a “habitual behaviour” decision as I have had a lot of experience with this product category.

My decision-making process was however affected by my social surroundings. When deciding on what brand and style of boot I wanted I took into consideration what type of football boots my friends have. This is because I wanted the boots I purchased to be somewhat unique in a way. In the end I ended up happy with my purchase.

Consumers are more likely to be associate themselves with brands supporting causes such as medical cures, disease prevention, animal and child welfare and environmental protection compared to a company that doesn’t.

Marketers realise this which is why you will find a lot of companies trying to integrate corporate social responsibility (CSR) into their marketing process.

CSR is a business approach that contributes to sustainable development by delivering economic, social and environmental benefits for all stakeholders. It essentially encourages businesses to make a positive impact to the community.

For example Coca-Cola made significant changes to its supply chain like investing in trucks that are powered by alternative fuels in order to reduce their carbon foot print.

One type of CSR practice is social marketing. Social Marketing develops and applies marketing concepts to influence behaviours that benefit individual society. This can include encouraging positive behaviour change such as healthy eating or increased exercise or discourage negative behaviour such as using your phone while driving.

Esports is a form of competition using video games. Most commonly, esports takes the form of organized, multiplayer video game competitions, particularly between professional players and teams.

Although organized online and offline competitions have long been a part of video game culture, these were largely between amateurs until the late 2000s, when participation by professional gamers and spectatorship in these events through live streaming saw a large surge in popularity.

By the 2010s, esports was a significant factor in the video game industry, with many game developers actively designing toward a professional esports subculture.

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Good company in a journey makes the way seem shorter. — Izaak Walton