The Obama Election_final

8/9/2019 The Obama Election_final

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The Obama Election

and

The Consumer

Behaviour concepts

Miguel Garcia

Consumer Behaviour, The Magellan MBA May 2010


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index

1. The buyer decision process vs the voting

decision process

2. The perceptive process

3. The memory process

4. the motivation process

5. Social cognition

6. Communication

7. Brand

8. Result

9. Post-purchase behaviour managemnt


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The Buyer Decision Process vs

The Voting Decision Process

the President of the USAmay be seen as a productor the American Administrationas a service

using the same reasoning

the American PresidentialElections are the purchasingProcess of that product/service


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A need or desire

How tosupress the

need

Otherproducts for

the same need

Chose theproduct

Buy theproduct

Cognitivedissonance

Need ofgovernment

A presidentto govern

the country

Thecandidates

Whom tovote for

The vote

Presidentevaluation

ProblemRecognition

InformationSearch

Evaluationof

Alternative

PurchaseDecision PurchasePost -

PurchaseBehavior



The Purchase Decision Process Model

The process ofchoosing a President is aParticular case of The Purchase

Decision process

*

* Adapted from the Buyer decision processes on Wikipedia (http://en.wikipedia.org/wiki/Buyer_decision_processes)


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Consumer Decision Process

ProblemRecognition

InformationSearch

Evaluationof

Alternative

PurchaseDecision

Purchase

Post -PurchaseBehavior



As in any other purchasing process, the election process is influenced byseveral factors of different kind

Economic Needs

*economy of purchase

*convenience

*Efficiency

*dependability

Psy Variables

*motivation

*perception

*learning

*attitude

*personality

Social Influences

*family

*social class

*reference groups

*culture

Purchase Situation

*purchase reason

*surroundings

*time

* Adapted from the Basic Marketing A Global Managerial Approach;Canon, Perreault, McCarthy McGraw-Hill 2008


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In terms of an election The economic needsare related to the outcome Of the election, as in

the performance as President, And are probablythe only non-subjective measure (if one finds

objective measures to it)

All these influential factors oughtto be addressed in an effective marketing campaign

All the other are due to subjectivity and dependon the perception of the customer (voter)

to be worked in order to maximize the sales

the number ofvotes


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The Perceptive Process

Interpretation

Hearing

Sight

TouchSmell

Taste

* Adapted from the Consumer Behaviour;Joo Dionsio, The Magellan MBA 2010

The Interpretation stage is the

decisivestage towards the

perception construction.

This stage occurs inside of theindividual and is defined by his own

experiences and personalpsychological constructions.

The Perceptive Process: the sequence ofstages that lead to the subject

psychological processing of the stimulus:

what the stimulus means to thatindividual.


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The Perceptive Process

The Obamas campaign approach was to

create a set ofdiversifiedStimuli that appealed to positiveSensations and positive commonpsychological constructions.

Clearly on a differentiative move,Obama campaign used visual (IMAGES, TEXT PRINTS,

FOTOS), audio (SPEACHES, SONGS, SLOGANS) and

tactile (STATUES, STICKERS, PINS, ACTION FIGURES)

stimuli. The objective was to increase theIndividuals exposure to the Stimuli (in time, occasions

and absolute number of individuals) And to

enhance the effect.


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External

Sitmuli

Processing

Storage

Retrieval

internal

The Memory Process


The memory process is the process that

defines how the information isacquired, stored,

maintained and retrieved.

Information is stored in complexknowledge structures called

schemas which consist of wideinformation networks definedby associations based on different

criteria.


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The Memory Process

Following this theory,the Obamas campaign approach

was to create a set of stimulithat would be both directly and

indirectly linked to commonpsychological constructions

The American Culture.

It has been sustained by scientific evidencesthat the greater the consumers cognitive

effort the more likely it is that theInformation will be retained in the

long-term memory.


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The Memory Process

This effort consisted on associating Obama to people, events,subjects, Places, even phenomena.

The result was one of the most long-lasting Andwidely known political slogan in the world history.


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The Memory Process: an example

McCains campaign blog Pile of WordsMost common word: Obama

Other common words: visit, drilling, opposes, senator, pentagon* From Portrait of the Candidate as a Pile of Words by John Schwenkler


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The Memory Process: an example

Obamas campaign blog Pile of WordsMost common word: Obama

Other common words: future, change, donate, supporters

* From Portrait of the Candidate as a Pile of Words by John Schwenkler


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The Motivation Process

Need tensionSearch for

satisfactionbehaviour

conflict

1. From Britannica2. Adapted from the Consumer Behaviour;Joo Dionsio, The Magellan MBA 2010

motivation

Motivation may be defined asthe Factors within a human being oranimal that arouse and direct goal-

oriented behaviour.

2

1

The Motivation process is the process by which the appearanceand recognition of a need translates into a behaviour towards the

satisfaction of that need. Theres a tension and an internal conflict caused by

that need and its dissatisfaction, that drive the individual for a change.


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The Needs Pyramid

According to Maslow Pyramid of

Needs, these needs can be stacked in apyramid, yet, this hierarchy in not rigid.

nevertheless, lower-level needsusually mean higher engagement

by the individuals when seekingsatisfaction.

Adapted from the A Theory of Human Motivation;Abraham Maslow

Maslow motivation theory is based on the

principle that people are motivatedby unsatisfied needs.

Typically, in developed societies like theAmerican, the lower level needs are

satisfied.


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obamas motivation

Obama campaign focused on creating a new

need, the need for a change.

The arguments were based on the

economical crisis which directlyrelated to physiological needs (as well as

other high level needs); the punishmentof the responsible for the crisis safetylayer needs; and the health care

system again related tophysiological needs.

Basically, Obama campaign appealed tobasic needs using typically high-level situations


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Cognition

FeelingsBehaviour

attitude

Social Cognition

Attitudes and Stereotypes

A stereotype is a commonly heldpublic beliefabout specific social

groups or types of individuals.

Stereotypes are standardized andsimplified conceptions of groups

based on some

prior assumptions.



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Because of his ideas, speeches, looks,background, age, race and even his name, BarackHussein Obama, born in Honolulu in 1961 had to

overcome a dramatic handicap.

Social Cognition


Never an African-American was even clinchedcandidate for any party in the USA history.

His name, appearance, beliefs and prior positionsmade ground for linkages to Islamism, terrorism

and other anti-American stereotypes


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Social Cognition


Yet, instead of responding in the same way or evenusing the same arguments, obama campaign used

the argument change.

A different man to make different things.

The greatest worry of this strategy was to gain thetrust of the people.

Using the integrated communicationstrategy, the goal was to change cognition,feelings and behaviour, building a new

attitude towards all that Obama

truly represented.


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Communication

Communication is a process oftransferring

information from one entity to another. Communicationprocesses are sign-mediated interactions between at least

two agents which share a repertoire ofsigns and semiotic

rules. Communication is commonly defined as "the imparting or

interchange of thoughts, opinions, or information by speech,writing, or signs".

Obama campaign marked a revolution in terms of politicalcommunication. Both in content and form, all new meanswere used and even created to communicate Obamas message to

the people.

Co c o s


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Communication: Media Used

art

Communication


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Communication

Obamas campaign not only used new media, but it actually

differentiated through that usage.

Some of the platforms used were actually the only way toaccess certain targets. So, some voters were only accessed by

Obama, because he was the only using the means to do so.

Moreover, it was a matter ofcoherency. When passing themessage ofchange, it made sense to change the way the

communication was made.

Through a persuasive message, Obama was able to surpassthe stereotype handicap. His message included arguments both

rational and emotional in a balanced and effective way.

Communication


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Communication

A decisive aspect of the communication strategy, was that it was

based in the one to one and word of mouth

communication.

This approach favored the credibility of the message, gaveagility to the campaign, enforced the connection between

the campaign and the voters (they were actually part of it) andit took advantage of the will of the people and of the

momentum that was gradually created, actually re-enforcingit.

To do so, obama used viral-marketing, one-to-one marketingand tribal marketing techniques.

Because of this approach, Some incidents harmed thecampaign, nevertheless, the overall benefits also helped on

mitigating that damage.

Communication


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Communication

An unique aspect in the Obama communication was the

number ofcontributions from the voters, namelyknown artists such as Shepard Fairey, Stan Lee, BruceSpringsteen, The Black-Eyed Pees or even Bob Dylan

Communication Public Figures


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The usage ofpublic figuressupporting the campaign was masterly

managed.

Several, recognized and

diversified opinion leaders,

symbols ofobamas message wereselected and welcomed to the process.

One decisive public support and one of the best

examples on how obama managed his supporters was

oprah winfrey, a consensual figure bothfor african-americans as for all americans



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Again in the usage of public figures support,

Obamas campaign innovated.Given the difficulty of agenda conciliation, and

leveraging the impact of their support,several stars opted to show their support through

other forms than public appearances at

events, using clothing and objects allusive toObama campaign.

The problem with public figures is exactly thatthey are public. When Obamas long time

pastor, Rev. Wright, was quoted on outburstrages against US government, he was used to

harm campaign.Yet the credibility already conquered was

crucial to minimize the damages.


Brand


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Obama created a true world wide scale brandA brand above any party or even politics.

This brand is a text-book example of a outstanding brand:

COMPLETEOvercoming stereotypes, racial and

ideological barriers Obama granted an

acceptance all over the country, actuallyall over the world.

DYNAMICAn hyper-active campaign occurred

through the months, creating events allover the country of the most diversified

kind

VISIBLEUsing all the new media resources,

obama and contribution of mediaticpersonalities, achieved a greater

visibility that any other politician. Hemade the news and passed it through.

SURPRISINGBoth in ideas, forms and intervention,Obama created a new style of its own.Yet, everything he did was coherent.

Brand

Brand


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RELEVANTThis was the possible next president ofamerica, so whatever he did, by

definition was relevant. Nevertheless heactually made his words matter, giventhe commitment he showed towards

them.

CLOSEBecause of the communication strategy,he became a very close reference hecommunicated with voters in the first

person, he explained directly anddevotedly his ideas.

Brand

Obama was one of the few to have generalized honours of superhero

Brand Dimensions


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Brand Dimensions

The brand dimensions:

MISSION VISION"Change happens because the Americanpeople demand it -- because they rise

up and insist on new ideas and newleadership, a new politics for a newtime. America, this is one of those

moments. I believe that as hard as it willbe, the change we need is coming."

SEGMENTATIONTo succeed, we'll need all Americans,

no matter how they may have voted, tojoin us in the work ahead. If we set

aside the old politics that have kept usapart, there's no limit to what we can

achieve.

* Taken from www.barackobama.com

IMAGE & IDENTITY Brand Dimensions


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IMAGE & IDENTITY Brand Dimensions

EXPERIENCES

POSITIONINGWhat the naysayers don't understand is that

this election has never been about me. It's about

you.

We're up against the belief that it's all right for

lobbyists to dominate our government, that they

are just part of the system in Washington.

* Taken from www.barackobama.com

The Result


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The Result

Post Purchase Behaviour Management


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Post-Purchase Behaviour Management

Obama keeps close relation with costumers/votersCognitive Dissonance Management

aiming for customer satisfaction & loyalty

Post Purchase Behaviour Management


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Even in the bad times, or, especially on bad times!



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Even under exceptionally hard circumstances,(the worst and unprecedented global economical crisis)And very controversial measures (the health care plan)

Obama resists as the 4th ever most approved president

Documents

The Obama Election_final