Negative behavior or any negative perceived interaction will definitely shape how your brand - and therefore company - is perceived by people. No company would give a job to people like a customer service agent or a anyone with customer contact who is rude, not polite or behaves intrusive - but sadly, digital products often behave exactly this way: they are intrusive, rude, unfriendly and anything but polite. But this doesn’t mean that you are out of control. You get it: Everything that communicates to the outside world represents your brand and forms an image of an „personality“ (brand personality) within peoples heads. The fact that this communication happens via an digital interface does not mean this communication is less important. Thinking of that, I guess it’s clear that a user interface (of a website, an app or any digital product) always represents your brand - it’s simply how your company communicates with its customers - through a digital interface.
#Stereotype brain app tv
These „touchpoints“ could be for example your customer service agent, your product itself, your TV commercial, a sales person, your newsletter, the CEO talking in a TV Show, your social media presence and the tone of voice over there, a simple flyer and of course your website (app, digital product). It’s a combination of subtle cues, feelings and emotions they have towards this product/brand and the company behind. It’s made up by the people who interact, see and perceive that brand - or get in touch with it somehow. 2) How would you like your brand/product to be perceived?ĭo you take care that your digital product meets this desired perception? We all (hopefully) know that a brand consists not only of a logo, a claim and some corporate colors. These relationships are associated with trust, too. People value this personal, more emotional approach over money. This experience generates positive feelings towards the company. They feel valued as a person because they experience a direct, personal relationship. This is because their customers feel engaged to those companies in an emotional way. But you may have realized some kind of movement: Small shops and companies, those who prefer a direct company-customer interaction and a personal approach towards their customers gain more and more interest - even if they are more expensive.
In this case customer behavior is short termed and more price-focused - there is no loyalty attached to a specific brand or company. Online shops often seem impersonal and if the same product is available somewhere else for less money, you’ll go and buy it there. 1) If you had the choice what would you chose?Ī short termed more profit based approach or customers who really love you - which may be a slower but more long-termed approach? Today, most companies are separated from the direct product-customer interaction. It’s based on solid research and it helps to explain how we perceive other people.īefore considering why social psychology principles can be useful for your product/brand success I will ask three (rhetorical) questions upfront: One about your preferred company-customer interaction, one about your preferred brand perception and one about your relationship toward inanimate objects. I’m a huge fan of Fiske’s work since the stereotype content model and its main dimensions of warmth and competence were introduced to our course during the first semester in psychology. Fiske and Chris Malone, a brand consultant. Earlier this year, I finished reading " The Human Brand" written by social psychologist Susan T. This article refers to a book and some classes I took during my psychology course.
#Stereotype brain app how to
Why High-Tech Products Drive us Crazy and How to Restore the Sanity
#Stereotype brain app software
"If we want users to like our software we should design it to behave like a likable person: respectful, generous and helpful"Ĭooper, A.(1999) The Inmates are Running the Asylum. This can serve as a basis for improving your customer loyalty as a growing body of research suggests that people have emotional relationships with brands that resemble relations between people. The perception and therefore the behavior of digital interfaces had become more and more important to brand perception.
Social psychology theories like the stereotype content model may have a huge impact in your user experience work, as more and more interactions between companies and customers take place through a "digital window" called a user interface.