Lecture on Brands and Consumer Behavior

Introduction to Brand Influence

• Brands like Coke, Tylenol, and Levi's are often chosen over generic equivalents.
• Rationality questioned: Why pay more for the same product?
• Study at Duke University: Exposure to brand logos (Apple vs. IBM) influenced creative task performance.
  • Apple associated with creativity and innovation.

Power of Brands

• Brands influence behavior beyond the point of sale.
• Choices in brands contribute to personal identity.
  • Example: Nike (performance) vs. Under Armour (underdog spirit).
  • Consumers choose brands that align with their life identity.

Consumer-Brand Relationships

• Deep brand affinity can lead to defense of the brand.
• Brand criticism can feel like a personal attack.

Neuroscience Insights by Michael Platt

• Relating to brands similar to relating to people (love/hate relationships).
• MRI studies on iPhone vs. Samsung users:
  • Apple users show empathy similar to family connections.
  • Samsung users show reverse empathy (positive response to Apple's negative news).
  • Self-reports often differ from brain responses.

Subconscious Brand Influence

• Consumers may not realize the self-expressive value of brands.
• Importance of understanding the influence of brands on decision-making.

Ethical Considerations

• Brands play a significant role in shaping decisions.
• Need to consider ethical, legal, and societal implications.

Consumer Awareness and Informed Choices

• Awareness of brand influence is essential.
• Encouragement to reflect on purchasing motivations.

Conclusion

• Brands are ingrained in consumer identity and not disappearing.
• Even those who claim to be anti-brand have an alternate brand identity.
• Brands serve as modern support systems, similar to historical institutions like churches and communities.
• Positive view of brands as identity pillars.