CASE STUDY 1

Case study: avatars

Marketer understand there long standing position in the promotion of a brand and enable loyalty

of the customers towards the brand. Understanding of the customers behaviors and improving of

customers shopping experience are some of the most important segments in the marketing

process. Marketers therefore study customer behavior through physiological study and use of

technology. Avatars are promising in the future of marketing and shopping traits of people.

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Classical conditioning refers to the condition whereby a conditioned stimulus is linked with

another unconditioned stimuli with the aim of producing a conditioned response. This theory was

developed and demonstrated by Russian physiologist called Ivan Pavlov through using of

salivation of dogs. Marketers as well use this approach to motivate the customers to go through

their website through use of recognizable people as avatars (Lantos, 2015). Marketers therefore

focus on the need of using humans physiological behaviors of the customers to motivate them

buy their good Use of Albert Einstein face as an avatar stimulate the customers desire to learn

considering that he is associated with wisdom and been a significant individual. Posing of Albert

Einstein as an avatar elicit the reaction of the customer trying to learn more. The customers also

feel at ease to navigate through the website. Posing of a recognizable individual as an averter is a

sort of of motivational move that stimulates the customers to navigate through the website.

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Instrumental conditions refers to the process through which the learning of the customer is

controlled by the consequences. Through this approach customers learn to adopt new shopping

behaviors that lead to more positive outcomes and avoid behaviors that have negative
 CASE STUDY 2

consequences. With this view, customer will always be influenced to make his avatar look good in

order to gain the most positive response that is satisfactory. The consequences of in the virtual

world have impact on the results achieved in the real world (De Diesbach et al. 2019). Choosing of

the beat brand and use of virtual systems to improve customer experience should be reflection of

the customers’ experiences in real life. The avatars. Instrumental conditioning is far different from

classical conditioning. Cust9ommers who purchase new outfits for their avatar rea likely to alter

the behavior off their avatar in the virtual world based on the consequences of the shopping habits.

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In reference to the case study, the avatar interact with the real brand in the virtual systems.

They can attend meeting and other events as well as purchasing of different brands such as jeans.

Customer therefore have to create an associative network with the avatars and therefore they

experience the products the same way they would experience the same product in the real world

(Yoo & Drumwright 2015). One has to remember different aspects that are associated with the

brands such as the stores and the manufacturers. Knowledge about different brands is based on the

uniqueness of customers’ experience and can be deferent as a complex data web that is

interconnected to each other. Creating of a virtual life by the customers through the avatars helps

the customers, helps the customers be able to reflect and associate their virtual life with the real life

situations.

References
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De Diesbach, L., Brice, P., & Bagozzi, R. P. (2019). How Virtual Agents Influence Online User

Behavior: An Experiment and Modelling Proposal Assessing Effects on Attitudes,

Loyalty and Word-O-Mouth. Loyalty and Word-O-Mouth (June 2, 2019).

Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing

managers. Routledge.

Yoo, S. C., Peña, J. F., & Drumwright, M. E. (2015). Virtual shopping and unconscious

persuasion: The priming effects of avatar age and consumers’ age discrimination on

purchasing and prosocial behaviors. Computers in Human Behavior, 48, 62-71.