Consequence

Definition

In market research, a consequence refers to the outcomes or implications that arise from consumers' attitudes, behaviors, or decisions. Understanding consequences is crucial in identifying the underlying motivations and values that influence consumer choices, allowing researchers to connect product features with the benefits perceived by consumers.

5 Must Know Facts For Your Next Test

1. Consequences can be both functional (related to the practical use of a product) and emotional (related to feelings or self-perception).
2. In projective techniques, researchers uncover hidden consequences that consumers may not directly articulate but are essential for understanding their decision-making process.
3. Laddering techniques help to reveal a chain of consequences, linking product attributes to personal values and broader life goals.
4. Understanding consequences allows marketers to better tailor messages that resonate with consumers' desires and perceived benefits.
5. Consequences play a key role in segmentation, helping researchers identify distinct consumer groups based on their responses to products and brand messages.

Review Questions

• How do consequences influence consumer decision-making in market research?
  • Consequences are integral to understanding consumer decision-making because they reveal what drives individuals to choose one product over another. By identifying the outcomes that consumers associate with various options, researchers can gain insight into their motivations and values. This understanding allows marketers to develop strategies that align products with desired consumer consequences, enhancing appeal and relevance.
• Discuss how projective techniques can uncover hidden consequences in consumer behavior.
  • Projective techniques, such as word association or storytelling, allow participants to express thoughts and feelings they might not be consciously aware of or comfortable articulating. By tapping into these deeper layers of thinking, researchers can identify hidden consequences that influence consumer behavior. This exploration helps build a more comprehensive picture of why consumers make certain choices and how they perceive different products.
• Evaluate the importance of laddering techniques in connecting product features to consumer consequences and values.
  • Laddering techniques are critical for creating a link between product features and the broader consequences that resonate with consumers’ personal values. By systematically asking 'why' in response to consumer preferences, researchers can construct a hierarchy of values that clarify how specific product attributes lead to meaningful outcomes. This deeper understanding empowers marketers to craft targeted messaging that aligns with consumers' aspirations and enhances the overall effectiveness of their marketing strategies.

Related terms

Motivation: The internal drive or reason behind a consumer's actions, often linked to their needs and desires.

Value Hierarchy: A framework that categorizes the importance of various consumer values, often guiding their purchasing decisions.

Consumer Insight: The understanding gained about consumer behaviors and preferences that can inform marketing strategies.