This model (price, taste, and convenience (PTC)) is good but is missing a couple of important ingredients;
1. salience and 2. cultural imprinting.
1. salience: communication changes behaviour by creating salience between an intervention or product or brand and the memories people access at a point of purchase or engagement (i.e. ‘when they are in-market’). For example, when I want to make “pasta bolognaise” the associated memories my brain surfaces could be “barilla”, “italian” and “beyond meat” (this leans into associative network theory if you’re interested in learning more)
2. cultural imprinting: communication changes behaviour because all consumption is actually about building and maintaining status within a desired group and all products are consumed in social settings (for more I recommend “ads don’t work that way” > https://meltingasphalt.com/ads-dont-work-that-way/)
This model (price, taste, and convenience (PTC)) is good but is missing a couple of important ingredients;
1. salience and 2. cultural imprinting.
1. salience: communication changes behaviour by creating salience between an intervention or product or brand and the memories people access at a point of purchase or engagement (i.e. ‘when they are in-market’). For example, when I want to make “pasta bolognaise” the associated memories my brain surfaces could be “barilla”, “italian” and “beyond meat” (this leans into associative network theory if you’re interested in learning more)
2. cultural imprinting: communication changes behaviour because all consumption is actually about building and maintaining status within a desired group and all products are consumed in social settings (for more I recommend “ads don’t work that way” > https://meltingasphalt.com/ads-dont-work-that-way/)