Elio Dipalma's Take On Today's Marketing

Why does Innovative marketing require a thorough understanding of human thought processing first?
by Elio Dipalma Elio Dipalma's Take On Today's Marketing Evolutionary adaption has allowed humans to acquire mechanisms that allow for an increased probability of survival. One of the cognitive tools acquired is of utmost importance for species survival: ability to make informed decisions in a relatively short time frame: this evolutionary innovation was a substantial advancement for humans. Environmental stimuli must be processed, compared to information stored in memory either the result of prior experience or learning, ultimately resulting in some form of action, or inaction. Environmental cues are often overwhelming, so one of the coping mechanisms developed by most animals is that of generalization. These stereotyped behaviours evolved to help with decision speed: the last interaction with an animal resulted in discomfort. Do all animals cause discomfort? No, but better safe than sorry.

Consumer decision making may not necessarily be life or death, but certain evolutionary traits are inherent and affect how cues are perceived. Undeniably, people judge others, and other nations. National stereotyping can be either negative or positive, and is a tool utilized by consumers to attempt to make decisions regarding the quality of a product. Country-oforigin is one variable that consumers take into account when considering a purchase. Where the product is designed, known as country-of-design, is another element considered. Finally, the products brand is taken into consideration: this cue is the most important and influential, since it embodies many elements, memories, recollection of advertisements, and national identity of the brand. This research paper includes the summary of 217 questionnaires completed in the United States and Canada. It also takes into consideration interviews conducted in person with 18 participants. All results are summarized and supported by strong academic research. The participants shared perceptions of country-oforigin, country-of-design, brands, and other elements they felt were relevant to decision making.

The results are as follows: brand is considered the most powerful variable that influences consumer decision making, but as research and the study determined, all variables are product class specific. Country-of-origin is still a strong persuasive cue, but the landscape has changed in the last decade: China is now viewed as manufacturing decent product categories such as electronics, although Germany, Japan, and the United States enjoy top quality status for many durable product categories. Country-of-design returned surprising

results: participants seek more country-of-design information on products, since they are prepared to pay extra for products that are well designed in countries that have excellent design abilities. Corporate responsibility towards the environment and human rights is an issue that many participants expressed concerns over: and they are willing to support firms who have a bona fide interest in human and ecological issues.

Author: Elio Dipalma

Of: Toronto, Ontario, Canada