Lecture Notes: Influence of Brands on Consumer Behavior

Introduction to Brand Influence

• Examples of Brand Preference:
  • Consumers prefer Coke, Tylenol, and Levi's over other similar products.
  • Conflicts with the economist's view of rational consumer behavior.

Study on Brand Exposure

• Duke University Study:
  • Randomized groups exposed to Apple or IBM logos.
  • Result: Apple logo exposure led to better performance on creative tasks.
• Brand Storytelling:
  • Apple portrays itself as a brand for creative individuals.
  • Brands influence behavior beyond just purchases.

Identity and Brand Choice

• Americus Reed's Insights:
  • Brand choices create identity (e.g., Nike vs. Under Armour).
  • Different brands represent different identity paths.
  • Deepening brand relationships can lead to brand defense as self-defense.

Neuroscience Perspective

• Insights by Michael Platt:
  • We relate to brands similarly to how we relate to people.
  • MRI studies on iPhone vs. Samsung users:
    • iPhone users show empathy towards Apple as if it were family.
    • Samsung users show reverse empathy—positive response to negative Apple news.

Subconscious Brand Influence

• Discrepancy in Conscious Reporting:
  • Samsung users' brain responses didn't match their reported feelings.
• Self-Expressive Value of Brands:
  • Consumers may not realize subconscious brand influence.

Societal Implications

• Ethical Considerations:
  • Need to understand ethical, legal, and societal implications of brand influence.

Consumer Awareness

• Making Informed Choices:
  • Awareness of brand influence is crucial.
  • Question the motive behind purchasing decisions.

Final Thoughts

• Brands as Identity Pillars:
  • Brands fill roles once held by church or community.
  • Even anti-brand sentiments are a form of brand identity.
• Positive Light of Brands:
  • Brands can be positive support systems in modern society.