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Printable Handouts
Navigable Slide Index
- Introduction
- Talk outline
- Review of usage data
- Usage by age
- Usage by income
- Usage by education
- What the internet is used for
- How do people browse the internet?
- Key internet consumer dynamics
- Economies of scale
- Economies of scope
- Internet empowers consumers
- Traditional communications model
- Many to many model
- Mass customization - Nike website
- Mass customization - mymuesli website
- Changing consumer-brand relationship
- Anti-sites - GoVeg.com
- Anti-sites - Wal-Mart
- Consumer's dissatisfaction - blogs
- Consumer's dissatisfaction - YouTube
- Importance of UGC
- Customer reviews on lastminute.com
- Brands can engage with consumers in new ways
- Branding on facebook
- Advertisement on youtube
- Branding on wikipedia
- Brand community site - Campbell's site
- Branding on twitter - Topshop
- Branding on twitter - iPhone
- GM's FastLane blog
- Social psychology perspective
- Captology
- Captology - weightwatchers site
- Cialdini's six principles of social influence
- Exploiting reciprocity - Weboptimiser
- Exploiting reciprocity - Credit Expert
- The principle of commitment and consistency
- Exploiting commitment and consistency
- The principle of social proof
- Google as a social proof machine
- The principles of liking, authority and scarcity
- Exploiting the principle of scarcity
- Conclusions
Topics Covered
- Internet consumer behavior
- Review of usage data
- Use by age, income and education
- Internet consumer dynamics
- Economies of scale and scope
- Internet empowers consumers
- Changing the consumer/brand relationship
- Importance of user generated content
- Virtual product placement
- Social psychology perspective
- Captology: computers as persuasive technologies
- Cialdini's six principles of social influence
Talk Citation
Rettie, R. (2010, April 26). Consumer behavior [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/SWOG1057.Export Citation (RIS)