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  • The Intimidation Factor. Part 1

    Posted on October 13th, 2012 Patricia No comments

    Research reveals the reasons people feel intimidated by exercise facilities and suggests some wisdom for removing market barriers.

    Broadening the market for exercise facilities requires knowing how to remove the barriers that cause people to feel intimidated. A facility’s identity can be its first intimidating factor. Advertising messages, present members and the types of exercise offered are all images (or symbols) that portray a facility’s identity. For example, in consumers’ minds, these images may represent a facility as a “meat market,” a hard-core weightlifting environment, a place for yuppies, an inviting environment for seniors or a place for average folk. How well consumers believe they fit in with the identity of an exercise facility will have an impact on their behavior (i.e., whether they will come to your facility).

    Psychological behaviors and marketing

    Images influence consumers’ affect and cognition. These are different forms of psychological responses, and understanding them is crucial to effective exercise facility marketing. A feeling, such as intimidation, is an affective response. Thoughts and beliefs are cognitive responses and are not generally felt in the body. The beliefs people have about exercise facilities are cognitive in nature.

    The affective system. There are generally five agreed-on basic characteristics of affective responses.

    1) Affective responses are largely reactive. People who have thought about working out in an exercise facility generally have an automatic or reactive response to specific types of facilities when faced with advertising messages.

    2) Because affective feelings are reactive, people will have little control over their feelings toward a facility — their response to the idea of working out there will be automatic.

    3) Affective responses are felt physically. These feelings may range from intense emotions to the rather weak, often neutral reaction when the consumer makes a simple, unemotional evaluation of a facility.

    4) The affective system can respond to virtually any type of stimulus, even to thoughts produced by the cognitive system. Beliefs consumers have about a facility are, therefore, important components of knowledge that will influence their decision-making behavior.

    5) Most affective responses are learned or conditioned, and may vary widely across different social groups or even within social groups. It is not surprising, then, that individuals’ affective systems within a target market are likely to respond differently to the same stimulus. In other words, the same message can’t reach the entire target market. Instead, break the market up into segments depending on their learned or conditioned affective responses to your facility.

    Every person should study basic first aid skills. it is difficult to know when you may need it – your loved one and you could be at work, on holiday, at school.

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