CB in the News Assignment-1

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Oregon State University, Corvallis *

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Marketing

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Feb 20, 2024

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Briana Lee CB in the News MRKT 592 In the article "How Brands Tap Into Deeper Emotions", Matt Johnson, discusses the importance of tapping into deeper emotions when building a brand strategy. The article highlights the significance of understanding consumer motivations and going beyond surface-level emotions to uncover the underlying motivations of target audiences. One key point made in the article is that consumers not only buy products for their features but also for the emotional value they provide. The article primarily focuses on Airbnb and their success in creating deeper emotional associations by addressing the core motivations of consumers to illustrate this point. By understanding consumers' core motivations and addressing their deeper needs, brands can differentiate themselves and cultivate brand loyalty. The article emphasizes that to understand what drives emotions, companies need to explore the deeper elements of human nature that influence customer behavior. By that I mean things like the need for security, accomplishment, self-esteem, belonging, and family. Airbnb demonstrates this approach by building a brand around the key human need for belonging. Having built their brand on belonging they were able to ground their brand with a deeper emotional motivation. Airbnb goes beyond just the fundamental use of their product and taps into the true use of their product. This approach showcases the power of consumer psychology applied to branding. Consistent brand messaging is highlighted as essential for forging lasting associations of the brand to consumers and creating fond memories. The article focuses on the importance of emotions, motivations, and the need to exceed functional benefits in order to create successful branding strategies

and cultivate brand loyalty. This is done through the analysis of consumer behavior and leveraging that knowledge to the befit of the company and the consumers. If we examine the core of what AirBnB offers, which is belonging, you can see that they tapped into a fundamental motivator for people. Drawing from Murray's Psychogenic Needs you see that Airbnb understood that their target consumers are more focused on self-esteem, prestige, affection, or power which fall under the Affiliation and Change dimensions common for 18-34 to fall into. These customers are people who seek friendship, a sense of connection with others, and new experiences. Motivation for people often arises from the fulfillment of their needs, which can be both physical and psychological. AirBnB offers opportunities to individuals to travel, explore and achieve their goals. One of the pillars of humanistic psychology sheds light on why AirBnB found such remarkable success: human beings are intentional, driven by goals, aware of their ability to shape future events, and are constantly seeking meaning, value, and creativity. This aligns perfectly with AirBnB's mission to create meaningful experiences and facilitate connections between individuals. By recognizing and addressing these core psychological needs, Airbnb was able to resonate deeply with its target audience and create a powerful brand. They understood that it wasn't just about providing a place to stay. For AirBnB it was about creating a sense of belonging and facilitating personal growth that their customers craved. This understanding helped Airbnb go beyond the basic aspects of their product and tap into the deeper emotions and motivations of their customers. When examining what determines and drives motivation, you can see how Airbnb leveraged the main elements of motivation: personal relevance, consistency with self-concept, values, goals, emotions, and the self-control process. In terms of personal relevance, when someone is planning to travel, they need to find a place to stay. They are faced with the choice of an expensive, generic hotel that doesn't provide a local experience or AirBnB, which offers reasonably priced accommodations that connect travelers with the local community and give them an authentic experience. Nowadays, consumers are

highly conscious of their self-concepts and how they are perceived by others. By staying in an AirBnB they are able to create the online persona they want, and their peers expect. The typical demographic for Airbnb is 18-34-year-olds (Gen Z and Millennials), and Airbnb aligns perfectly with their values and needs, allowing them to save money while indulging in travel experiences. Travel is a defining characteristic for this demographic, and they prioritize good facilities and the ability to share their experiences on social media. Millennials and Gen Z view ownership differently than previous generations, they place less importance on cars and homes and see a greater value in personal experiences. This shift in mindset has contributed to the success of Airbnb, as it offers unique and personalized travel experiences that are often closer to where travelers need to be. Approximately 30% of Millennials choose Airbnb due to its convenience factor alone. Additionally, Airbnb allows for larger gatherings, communal spaces, and a more immersive experience of the surrounding area, which appeals to many travelers. It is widely believed that the place one stays on vacation greatly impacts their overall travel experience. By understanding and catering to these motivations, Airbnb has been able to position itself as a preferred alternative to hotels and traditional rental properties. They leverage personal relevance, consistency with self-concept and values, goals and emotions, and the desire for unique and authentic experiences to successfully appeal to their target audience. The article "How Brands Tap Into Deeper Emotions" provides valuable insights into why Airbnb has achieved remarkable success by tapping into the deeper emotions of its target audience. As a millennial myself, I have personally found Airbnb to be an ideal choice for many of my travel experiences. Unlike being driven solely by the desire to travel, I appreciate the unique features offered by Airbnb, such as the ability to stay in a house and enjoy more space during my vacation. One of the prime benefits of Airbnb is the flexibility it offers compared to traditional hotels. For instance, instead of being limited to eating out all the time, Airbnb provides the option to cook meals in

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a fully-equipped kitchen. This not only allows for a more comfortable and personalized experience, but it can also lead to significant cost savings. By purchasing groceries and preparing home-cooked meals, travelers can avoid the expenses associated with dining out every night. When customers can save money on little things like dining out, they are able to have longer vacations, more extravagant trips and more frequent trips which is what AirBnB’s demographic want. Overall, the article sheds light on how Airbnb's ability to address the deeper emotions and needs of its customers, including the desire for space, flexibility, and cost-effective solutions, has contributed to its remarkable success. AirBnB's unique offerings provide travelers with a sense of home away from home, making it a popular choice among millennials and others seeking a more personalized and fulfilling travel experience.

References Henderson, A. (2023, August 2). 9 millennial characteristics to know for 2023 . GWI. https://blog.gwi.com/marketing/millennial-characteristics/ Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2024). Motivation, Ability, Opportunity. In Consumer behavior (8th ed., pp. 43–60). essay, Cengage. Johnson, M. (n.d.). How brands tap into deeper emotions . Psychology Today. https://www.psychologytoday.com/us/blog/mind-brain-and-value/202306/how-brands-tap- into-deeper-emotions Saiidi, U. (2016, May 6). Millennials are prioritizing “experiences” over stuff . CNBC. https://www.cnbc.com/2016/05/05/millennials-are-prioritizing-experiences-over-stuff.html Understanding the perfect stay: Airbnb vs. Hotel – savanta us . Savanta. (2023, June 8). https://savanta.com/us/knowledge-centre/view/understanding-the-perfect-stay-airbnb-vs- hotel-2/ Which demographic uses Airbnb the most? . Love The Maldives. (n.d.). https://lovethemaldives.com/faq/which-demographic-uses-airbnb-the-most

CB in the News Assignment-1

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