FCB Model – Emotional Analysis & Reason for consumers to determine the direction of communication

What is FCB model?

The FCB model was created by Richard Vaughn Senior President of FCB Advertising Company (Foote, Cone & Belding) in 1980. In which, FCB will help users to interpret consumers’ purchases, hit, beat Their thinking and emotional price has thus applied to the development of advertising communication strategies more effectively.

This model is built on the theory of two brain hemispheres and the activity of the Nobel Prize -winning scientist – Roger Sperry. In particular, Roger Sperry pointed out that the two brain hemisphere has two very different roles: our left brain hemisphere thinks, making more reasonable decisions while the right brain hemisphere is responsible for the The emotional element is stronger.

This will directly affect the purchase behavior of consumers. There are products that buyers will be easily affected by emotions and lead to purchases, such as food, drinks, fashion accessories, … but there are many products that are decided mainly by Reason at the left brain hemisphere such as buying a house, buying a car, ….

Therefore, the FCB model will help Marketer clarify the impact of emotions and rationality on each type of product and offer the most suitable communication directions for those products.

Specifically, this model includes 2 axes:

1. Horizontal axis: indicates the impact of emotions and reason on the product.
2. Vertical shaft: indicates external factors such as price, cost, … (mainly price)

The two main axes will divide the FCB matrix into 4 parts:

1. Information
2. Affective
3. Habitual
4. Satisfaction

#1. A quarter angle 1 – Informative: The product is affected by rationality and high value

In the first quarter of the FCB model, the customer’s journey is quite long and complex, they have to go through many stages to make the best purchase decision. This group not only includes high -value products, but it contains all products that have a great impact on life, health, …. When buying.

For example, expensive products, health and life -related products such as life insurance, real estate, utility vehicles, mutual funds, security systems, …. This category.

For this quarter angle, Richard pointed out that viewers will have to spread a basic journey “Learning – Feeling – Implementing”. They will start the purchase process by perception of products, learn about different products or brands on the market, then arose interest and desire for the product and eventually action. shopping. They not only shop based on price, Personal Finance but also collect and evaluate information from many different sources such as consulting the people around them, see reviews, …..

Therefore, the most appropriate communication strategy in this case is to provide complete, clear and detailed information. Specifically:

1. Pay attention to the types of educate marketing, user guidance on products, uses, … and relevant tips in life.
2. The content is visually presented, adding clear documents to help buyers grasp the necessary information.
3. Focus on personal Sales to be able to easily answer questions and eliminate customer worries.

#2. AFFECTive corner – Affective: The product is highly valid, but it is affected by emotions

In the corner of the fourth – Affective, the purchase decision is mainly motivated by emotions. The products in this group bring satisfaction, meet the needs of human emotions such as love, desire to express, self -respect, …. rather than actual use value.

For example, products for special occasions (wedding, proposal), products express themselves (jewelry, expensive watches, …). Or the works of art, with high intangible value.

Therefore, the decision -making process for these products often follow the series of behaviors “Feeling – Learning – Action”. Compared to products in group 1, this journey is somewhat shorter and simpler, customers do not collect too much information but mainly rely on their emotions for the product. They will be easily fascinated by external factors such as beauty, scarcity, value, … of the product.

Therefore, the most effective communication strategy for these products is to focus on making a strong impression on the image and emotions:

• The ads are intuitive, attractive in terms of images, colors on press, television, or social networks that can stimulate the attention and desire to own customers.
• Using Storytelling, bringing inspirational inspiration story.
• Lifestyle Marketing to build strong emotional connection with consumers.

#2. A quarter angle 3 – Habitual: The product is repeated as a habit

In this quarter corner, the purchase decision is often promoted by the essential needs and the purchase of the product is repeated as a habit, instead of consideration by reason or relying on strong emotions. This group will include daily or monthly consumer products.

For example: essential items for basic eating life, necessities, or familiar products that users have used regularly. Typically: toilet cleaning water, soap, bed sheets, ….

The decision -making journey in this group will usually follow the chain “Do – streamlined – feel”. It means that they will often buy in advance in habits, then start aware and feel back about the product. Therefore, the purchase behavior of this group is often affected quite easily by factors such as a reminder, notification, … to evoke their habits.

The advertising strategy that best suits this group is to focus on reminding and maintaining the presence of the Brand in the minds of customers:

1. Vehicles such as brief advertising, easy to remember, product display at the selling point (POS), or campaigns on Social Media platforms help the brand constantly present.
2. Personalized campaigns, sticking to the time and purchase position of consumers./
3. In general, it is important for this group of products to make the brand always appear in the right time, in the right place, in order to maintain customer consumption habits.

#4. A quarter angle 4 – Satisfaction: Buying does not need to consider too much about emotions or reason

In this quarter corner, consumer purchasing decisions are often quite “impulsive”, because it does not need too much reason or emotional factor to perform purchases. The purchase process of these products happens quickly, without much thinking, but mainly based on the personal preferences of consumers, the moment or the influence of those around them.

For example, low -value products, do not affect too much life such as cigarettes, beer, ice cream, movie tickets, … These products give people a temporary satisfaction and Not spending too much time, money, it does not have a great impact on human health and life.

The purchase journey of these products follows the series “Implementation – Feeling – Learning”. It means the purchase action takes place first, then the new consumer feels about the product and draws experience For the next purchase.

Therefore, the most effective communication strategy for this group is to focus on attracting attention and promoting the purchase decision immediately:

• The prominent advertising factors at the sales point such as display, Creative, impressive billboard or brief, easy -to -understand advertising forms in the press, social networks, …
• Combining attractive CTA sentences and simple purchases for users to easily make decisions.
• Using consumer psychological stimulating tactics such as limited promotions, oral effects, crowd effects … thereby promoting customers to act immediately. No need to consider too much.

Thus, it is possible to summarize the forms of advertising for each group of this product as follows:

Conclusion:

In general, the FCB model will tell you the behavior of consumers for each type of product that is heavily controlled by emotions or reason. When a product is purchased based on reason, the brand needs to focus on the “information” factor, strengthen consumers’ confidence and use educated marketing strategies. However, for the types of products that are heavily dominated by emotions, eye -catching advertising campaigns, impacting fomo psychology, …. will bring more efficiency. Therefore, when looking at this FCB model, marketers will have a more suitable communication platform and orientation for their products.

Image source: Marketing Weekly