為什麼買?情感、動機 & 需求(why we buy on branding, marketing, and advertising)
TRANSCRIPT
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連續假期後.. 天⼀一⼤大早.. 上課!.. 講師
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連續假期後.. 天⼀一⼤大早.. 上課!.. 講師
分享© Pix For
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連續假期後.. 天⼀一⼤大早.. 上課!.. 講師
分享 ... 學習中© Pix For
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-- 感動70億⼈人⼼心,才是好設計: 好品牌的吸引⼒力法則
20世紀.. ⼯工業時代.. 與頭腦、智⼒力、教條、確定性有關,到處存在如帝
國主義般的品牌。 21世紀.. 則與內⼼心、感性與直覺有關,強調創新,
把重⼼心放在感性體驗。
![Page 5: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/5.jpg)
-- 感動70億⼈人⼼心,才是好設計: 好品牌的吸引⼒力法則
20世紀.. ⼯工業時代.. 與頭腦、智⼒力、教條、確定性有關,到處存在如帝
國主義般的品牌。 21世紀.. 則與內⼼心、感性與直覺有關,強調創新,
把重⼼心放在感性體驗。
![Page 6: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/6.jpg)
-- 感動70億⼈人⼼心,才是好設計: 好品牌的吸引⼒力法則
20世紀.. ⼯工業時代.. 與頭腦、智⼒力、教條、確定性有關,到處存在如帝
國主義般的品牌。 21世紀.. 則與內⼼心、感性與直覺有關,強調創新,
把重⼼心放在感性體驗。
![Page 7: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/7.jpg)
-- 感動70億⼈人⼼心,才是好設計: 好品牌的吸引⼒力法則
20世紀.. ⼯工業時代.. 與頭腦、智⼒力、教條、確定性有關,到處存在如帝
國主義般的品牌。 21世紀.. 則與內⼼心、感性與直覺有關,強調創新,
把重⼼心放在感性體驗。
![Page 8: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/8.jpg)
感性? 動機(需求)是驅使
⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
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感性? 動機(需求)是驅使
⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
![Page 10: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/10.jpg)
1st Presentation : 為什麼買?情感、動機 & 需求
感性? 動機(需求)是驅使
⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
![Page 11: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/11.jpg)
感性? 動機(需求)是驅使
⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
2nd Presentation:平⾯面廣告(DM, Posters)設計美學
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感性? 動機(需求)是驅使
⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
2nd Presentation:平⾯面廣告(DM, Posters)設計美學
最後 Lu Lu 給予機構.. ⾏行銷建議.. 結尾
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© BBC’s News
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F R A N C E S L I N | 聖愛園地 & 慢飛家族 I N T E R N
1st Presentation: 為什麼買?情感、動機 & 需求
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R OA D M A P 路線圖
• 前⾔言
• Take Home:賣的不只是產品.. ⽽而是需求...
• ⾺馬斯洛的動機(需求)層次 • 廣告實例
• Conclusion:關鍵在於產品與需求間的聯結
• References
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-- “How Concepts Affect Consumption,” HBR, June 2009
我們只要花幾分鐘到商店,⽤用微波爐加熱餐點,就可以滿⾜足需求了。
我們的⽣生理需求得到滿⾜足,⼜又有多餘的時間,因此愈來愈常搜尋和消
費「概念」,為這股驅動⼒力尋找⼼心理出路。
![Page 17: 為什麼買?情感、動機 & 需求(Why We Buy on Branding, Marketing, and Advertising)](https://reader037.vdocuments.net/reader037/viewer/2022102917/58747b051a28ab4a758b7f33/html5/thumbnails/17.jpg)
-- “How Concepts Affect Consumption,” HBR, June 2009
我們只要花幾分鐘到商店,⽤用微波爐加熱餐點,就可以滿⾜足需求了。
我們的⽣生理需求得到滿⾜足,⼜又有多餘的時間,因此愈來愈常搜尋和消
費「概念」,為這股驅動⼒力尋找⼼心理出路。
2009 哈佛商業評論.. ⼀一篇論⽂文.. 指的是21世紀的現在,除貧困
國家外,基本⽣生理需求(e.g. ⽔水, ⻝⾷食物) 已達成.. ⼈人們開始轉向⼼心
理層⾯面的滿⾜足...
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賣的不只是產品.. ⽽而是(⼼心理)需求....
TA K E H O M E
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動機(需求):⾺馬斯洛的需求層次
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動機(需求):⾺馬斯洛的需求層次
⾺馬斯洛(Abraham Maslow).. 20世紀著名的⼼心理學家
把需求分成6個層次
借他的需求層次來說明購買動機..
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超⾃自我實現需求 1
⾃自我實現需求 2
尊重需求 3
社交需求 4 安全需求 5
⽣生理需求 6
© Tim's Printables
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存在感
個⼈人理想
個⼈人抱負
超⾃自我實現需求
© Tim's Printables
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活⼒力
樂趣
探索
創造⼒力
⾃自我實現
發揮潛能
⾃自我實現需求
© Tim's Printables
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⾃自尊
成就
優越
名聲
地位
尊重
尊重需求
© Tim's Printables
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友誼
愛情
歸屬
被接受
關懷
信任
社交需求
© Tim's Printables
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空氣
⻝⾷食物
⽔水
性
睡眠
安全需求
⽣生理需求
⼈人⾝身安全
⽣生活穩定
免遭痛苦
疾病
© Tim's Printables
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空氣
⻝⾷食物
⽔水
性
睡眠
安全需求
⽣生理需求
⼈人⾝身安全
⽣生活穩定
免遭痛苦
疾病
“⽣生理需求已受到滿
⾜足開始尋找”.. ⽣生理
出路並不是不重要
© Tim's Printables
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廣告實例
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友誼
愛情
歸屬
被接受
關懷
信任社交需求
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“快樂過活”
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台中慈愛襪⼦子
復活環保筷
聖智蝶⾕谷巴特包… 可參考 American Eagle & A&F… 主打社交需求
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“這個世界有個暫停的按鈕”
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“開啟快樂”
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可⼝口可樂 Ads - 影⽚片
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⾃自尊
成就
優越
名聲
地位
尊重尊重需求
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尊重需求
“準備迎接挑戰”
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尊重需求
“我不期待成功.. 我為成功⽽而準備.. ”
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Hugo Boss Ads - 影⽚片
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尊重需求
.. 時尚都會⼥女性象徵
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活⼒力
樂趣
探索
創造⼒力
⾃自我實現
發揮潛能⾃自我實現需求
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⾃自我實現
.. 好奇.. 樂趣!
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⾃自我實現
Oreo 甚⾄至⿎鼓勵消費者發揮創意,邊吃邊玩!
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Oreo Ads - 影⽚片
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彰化慈愛蛋捲
聖家乳酪絲
聖⺟母聖⼼心泡菜… 可參考 Oreo … 教消費者怎麼吃… 甚⾄至邊玩邊吃
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“平凡的⼈人也能不平凡.. ”
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⾃自我實現
.. 猜猜看!
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⾃自我實現
剛剛有講到 Coca Cola 賣的是快樂.. 其實同⼀一 產品可有不同訴求..
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Coke 的這⼀一系列廣告結合.. 熱⾨門話題..
⾃自我實現
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⾃自我實現
搭配 Olympics 選⼿手傳達出.. 挑戰⼈人體極限.. ⾃自我實現.. 發揮潛能的感覺
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存在感
個⼈人理想
個⼈人抱負 超⾃自我實現需求
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超⾃自我實現
“提重物的才是真男⼈人”
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超⾃自我實現
“會使⽤用複雜機器的才是真男⼈人”
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超⾃自我實現
.. 這兩則廣告不僅僅定義男⼈人應該有怎樣的 能⼒力.. 附加價值當然還包括了存在感..
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Dove Men + Care - 影⽚片
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⾃自我實現
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Apple ‘向瘋狂⼈人⼠士致敬’ - 影⽚片
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審美觀
美的重新定義其他
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.. 就算是低卡路⾥里的百事可樂也有熱量
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.. 對美的⼈人事物嚮往
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審美觀
重新定義
其他
“胖” or “極棒的”?
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審美觀
重新定義
其他
“只有零缺點的⽪皮膚才是美的嗎?”
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審美觀
重新定義
其他
“40歲的⼥女⼈人有可能⽐比20歲⼥女⼈人更有魅⼒力嗎?”
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審美觀
重新定義
其他
“這個社會能接受⽼老.. 也是種美嗎?”
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⽴立達⼿手⼯工皂
玫瑰… 社會⾏行銷(Social Marketing)
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關鍵在於產品與(⼼心理)需求間的連結
C O N C L U S I O N
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TA K E H O M E: 賣的不只是產品 . . ⽽而是(⼼心理)需求 . . . .
• ⾺馬斯洛的 6 個動機(需求)層次
• 廣告實例
• Conclusion:關鍵在於產品與需求間的聯結
• References
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可與 等需求做連結
TA K E H O M E: 賣的不只是產品 . . ⽽而是(⼼心理)需求 . . . .
• ⾺馬斯洛的 6 個動機(需求)層次
• 廣告實例
• Conclusion:關鍵在於產品與需求間的聯結
• References
產品
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可與 等需求做連結
TA K E H O M E: 賣的不只是產品 . . ⽽而是(⼼心理)需求 . . . .
• ⾺馬斯洛的 6 個動機(需求)層次
• 廣告實例
• Conclusion:關鍵在於產品與需求間的聯結
• References
產品存在 樂趣 尊重 歸屬 信任 etc
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T H A N K YO U
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感動70億⼈人⼼心,才是好設計: 好品牌的吸引⼒力法則
⾏行銷前必修的購物⼼心理學
消費⾏行為之前的⼼心理學
概念消費⼒力 (How Concepts Affect Consumption), HBR, June 2009
亞伯拉罕·⾺馬斯洛 - Wikipedia
R E F E R E N C E S
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Q & A
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2nd Presentation:平⾯面廣告(DM, Posters)設計美學
感性?⾏行銷之前,需了解消
費者究竟為何⽽而買, 動機(需求)是驅使⼈人類⼀一切⾏行為的主要⼒力量, 包括購買⾏行為…
體驗?透過設計刺激與強化
消費者體驗的情感接觸。
以及 Lu Lu 給予機構.. ⾏行銷建議..
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中場休息時間 15 mins