BehaviorLens Behavior Pyramid
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1 BehaviorLens Behavior Pyramid Revision: February 4, InsightsNow, Inc. 1
2 Behavior Pyramid (Use Moments) Emotions Impact Pleasures/ Displeasures Benefits & Consequences Reinforcers & (, Product) Product (Functional, Sensorial,, Psychological) Sensations Product Anticipation Emotions (Hope, Fear, Desire) Product Activators Choices / Control ( Mimics) Stakes / Accountability Primes and
3 Behavior Pyramid (Select Moments) What/ How Many Choice Anticipation (Hope/Fear/Intrigue) Selection (Liking/Desire/Disgust) Emotion & (, Product) Pricing (Promotion) (Functional, Sensorial,, Psychological) Service Sensations Anticipation Emotions (Hope, Fear, Desire) Product Activators Choices / Control ( Mimics) Stakes / Accountability Primes and
4 Behavior Pyramid (Pre-Select Moments) Emotions Impact Pleasures/ Displeasures Benefits & Consequences Reinforcing Factors App & App (, Product) Outcomes Engagement & Beliefs (Functional, Sensorial,, Psychological) Implicit Associations Disruptors/Re-orienting Factors Location Screens Viewing ( Mimics) People With Primes and 2011 InsightsNow, Inc.
5 Behavior: Actions taken by consumers related to a product and brand (shopping, planning to use, preparing to use, consumption/use, social/sharing, first time, repeat, habitual) Emotions: Internal states that are fleeting and projected Perceptions: Subconscious or conscious stimulation through the senses Pleasures: Hedonic sensations from sensory stimulation Intrinsic : The qualities that belong to the product by its very nature Features & : Aspects of the product and the way the product functions : Experiences that consumers believe will result from product use : The held beliefs about the brand Product : Perceived product qualities that subconsciously signal a benefit or avoidance leading to expectations about a potential experience. Goals (Context Specific): What is being sought in the context Beliefs (Standards): What the person and product is and should do in a situation (standard of identify) Positioning Claims: The assertions made about a product or brand and how it is positioned in the marketplace Benefits: The held beliefs about the product (Context Specific): Those attitudes relevant and important to the context Product : What the product or person ideally is or could do in a situation : Perceptions from the environment that subconsciously motivate consumer behaviors. Choices / Control: The manner in which the consumer is in control of a situation or the choices he / she encounters Stakes / Accountability: The amount a consumer has at stake with the purchase (i.e. safe cough medicine for an infant.) s: The psychological mood a consumer is in during a consumer experience : Energy, Money, or other resources that are depleted Functional: Fulfilling a utility or usefulness : Fulfilling a relationship or self-social identity Sensory: Fulfilling a sensorial or aesthetic preference Psychological: Fulfilling psychological states of mind or stimulation Goals (Life Projects): Life projects that provide direction to life activities Beliefs (Oughts): Life themes and values for what actions ought or ought not be taken by the person, brands, others, or what ought to be an experience outcome : Persistent, yet projected feelings about brands, people, yourself and experience outcomes : Wants and needs in accordance with hopes, dreams and adherence to norms Demographics: Statistics characterizing populations or segments Socio-Economic: A consumer s social and economic factors Culture: Knowledge and values shared by the society the consumer belongs Life Stage: A distinct period of time in a person s life (new parent, first career, etc.) Time-Style(s): How a consumer typically views and manages their time (past, present, future) Personality: Compilation of all attributes, behavioral, temperamental, emotional and mental that characterize a unique consumer * Behavior Pyramid, Glossary of Terms 2010 InsightsNow, Inc.
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