Simonson & Rosen’s Influence Mix is a marketing framework that helps marketers to understand how different factors influence consumer decisions. It was developed by professors Itamar Simonson and Emanuel Rosen.
Main Benefits of Simonson & Rosen’s Influence Mix
Simonson & Rosen’s Influence Mix is a useful tool that helps marketers to create more targeted and effective marketing messages. Understanding how consumers make their buying decisions allows marketers pursue the right business strategy that is attuned to the consumer’s needs as well as the current market trends.
Simonson & Rosen’s Influence Mix helps you:
- To understand main factors that influence consumer decisions,
- To understand target customers’ core needs and what they are seeking from specific products or services,
- To create more targeted and effective marketing messages,
- To develop the right business strategy considering main factors that influence customers’ purchasing decisions.
Explanation of Simonson & Rosen’s Influence Mix
Simonson & Rosen’s Influence Mix is a tool to help marketers develop a successful marketing strategy. Simonson and Rosen identified three main factors that influence customers’ purchasing decisions. These are:
- Prior preferences, beliefs, and experiences (P): Routine, functional, and low-risk purchases are often influenced by prior preferences, beliefs, and experiences. They mostly include routine purchases such as groceries and detergents.
- Information from marketers (M): This purchasing factor is focused on emotional purchases. Traditional forms of marketing -packaging, pricing, and advertising- have the strongest influence on emotional purchases. Examples in this area include prestige and luxury goods such as cars, handbags, and watches.
- Input from other people (O): This third factor refers to the information, opinions, or ideas that are shared by others such as friends, family, peers, colleagues. Potential customers are also effected by online reviews for relatively important purchases such as phones and electronics. Consumers need a high level of reliability, quality and functionality.
In order to develop targeted and effective marketing messages, marketers identify the factors that influence buying decisions, and then create a marketing strategy to fit that factors.
How to Apply Simonson & Rosen’s Influence Mix
As more information becomes available online, social media can have a significant impact on consumer’s buying decisions. It can serve as a platform for customers to learn about and research products and services, as well as share their experiences with others. So, it is crucial to think about the impact of social media while adapting the model to your company.
To apply Simonson & Rosen’s Influence Mix to your business, FITMINDS is providing an adoption of the model that fits your company and your company’s needs.
Contact us to get more information or discover your probable personalized roadmap for Simonson & Rosen’s Influence Mix.
Additional Tips and Readings
- To learn more about examining buyer’s behavior, you can check Product Diffusion Curve.
- To read more about customers’ feelings and interactions with the brand, you can check Empathy Mapping.
- To learn more about customers’ experiences, you can check Customer Journey.
- To read more about the steps of creating specific customer behaviour, you can check The Hook Model of Behavioral Design.
Contact us to determine to develop successful marketing strategy via SIMONSON & ROSEN’S INFLUENCE MIX.
