Let's review the major points we discussed in Module Three. First, we saw that products can satisfy a range of consumer needs. So we emphasize the importance of digging a bit deeper. To understand more about not just the what, of your consumers, but the why. In other words, what are the specific needs, that your products are satisfying? We saw that consumers experience motivational conflicts that can impact their purchase decisions.

So it's not unusual for your customers to feel some degree of ambivalence. Maybe there are some forces pushing them toward a goal and some forces pushing them away just like closing a sale. By anticipating objections. You might want to give some more thought to some of these conflicts, and how you can provide some ammunition to help your customers make the right decision. We saw that your customers immers emotional responses to your products and your marketing messages have a big influence on what they will buy. Essentially, we first have an emotional reaction to many products and messages.

And then later we fill in the blanks by deciding why it is that we have these reactions. So if your customers don't initially have the emotional response that you are hoping they will have, that is a big red flag for you. Finally, we saw that the way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, as well as the purchase situation. Don't just assume that your customers are involved with your product just because you are. In many cases customers are shockingly indifferent about the products in a category. This isn't necessarily a bad thing, but It does mean that you have to adjust your messaging strategies accordingly.

We'll talk about this more in a later module. But essentially, you can't deliver high involvement marketing messages to consumers who are in the low involvement camp, and vice versa. So be realistic about how involved your customers are. But do try some of the tactics I suggested, particularly in terms of heightening consumers engagement with your product, message or situation. That's the end of module number three. And we're going to move on next to module number four, where we talk about the self and we think about all the ways that our feelings about ourself and our desire to express these feelings to others, really have an impact on marketing strategy.