Strategies for Success in Retail (Collection)

10. The Four Steps to Behavioral Marketing

We can break behavioral marketing into four critical stages: context, training, reinforcement, and cue. When these phases combine, they interlock to create the force of habit.

Context

The context of a habit is the why and where of behavior. Users can access music in many different ways, including listening to a radio, playing a CD, and using Internet radio, satellite, and MP3 players. One person might routinely listen to music using two, three, or even all of these methods, depending on context. You might wake up to radio music, listen to satellite radio driving to work, tune in to Internet radio when at your desk, and listen to your iPod when you go to the gym after work. Each of these choices is ...