Guy Champniss, Associate Professor, Marketing and Reputation lead author on feature in Jan-Feb edition of Harvard Business Review
19 December 2014
Why Your Customers' Social Identities Matter. The way customers see themselves determines their behaviour - and you can influence that. by Guy Champniss, Hugh N Wilson and Emma K Macdonald publsihed Harvard Businees Review January 2015
People are highly social animals. Most of us belong to many social groups, each with its own identity. These identities guide our actions, but they shift from moment to moment. That has important implications for marketers: Someone who, say, encounters a brand of cologne will have one response to it when he sees himself as a dutiful son and another when he sees himself as an available single man. For five years the authors have been studying how social identity affects customer behavior in a wide range of industries. They have seen that companies can trigger more-favorable reactions in customers by subtly influencing which identities they tap into. This is something firms should take into account when doing market research or designing experiences. The first step is to focus on the customer's social self and surface the range of his possible identities. If a customer's identity encourages targeted behaviors, marketers can help reinforce it. If an offering clashes with the customer's chosen identity, however, a company can reframe product messages. Marketers can also work to add a desired behavior to those that customers associate with an identity, prime different identities in customers, and even create new identities that deepen relationships with existing customers and attract new ones.
For full article follow the link https://hbr.org/2015/01/why-your-customers-social-identities-matter