Amazon Go Recommendations Based on Behavior Mod

SCI-ENG-004… Discussions Forum: Amaz…

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This is a graded discussion: 10 points possible due Mar 13 at 7:59am

Forum: Amazon Go Recommenda!ons Based on Behavior Mod 1

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Amazon Go Recommendations Based on Behavior Mod

Participation in this discussion forum is mandatory and will therefore be evaluated as

part of your final grade. Before participating in forums, you must study the module’s

content; section 4 is particularly helpful. 

Please read all three question topics below—A, B and C—before you begin writing.

While you are working on B, you may want to answer parts of C before. The answers

you write will prepare you to discuss these topics in this forum, in which we will

share our thinking on these issues.  

A. Please think back to Topic 1 of this Module, entitled A Problem We Can Solve Using

Behavioral Science: The Amazon Go Store. Now, after having read through this

Module, what do you think of what you wrote then? Does “Future You” now have any

advice for “Past You” who wrote that comment? (Apologies to the TV show “The

Office” [American version].) 

B. In behavior mod terms, what is the behavioral landscape, and what kinds of

interventions might we consider? 

1. What is the current behavior pattern—the operant behavior? 

2. What behaviors might we want to encourage the consumer to start—using an

antecedent stimulus? 

3. What behaviors might we want to encourage the consumer to continue—using

reinforcement? 

4. What range of ideas for stimuli would you propose to use as antecedent

stimulus and reinforcement? 

5. What schedules of reinforcement should we consider? 

C. Please complete our course marketing brief form for Amazon Go: 

1. What is the business problem or opportunity? 

2. Who is the audience?

Examples of how we might answer this: 

a. Is it all users of the category? 

b. Our own brand users only? 

c. Our brand users plus key competitors? 

d. Is it our most valuable customers? 

e. Is it users of our key competitive brand who we want to switch to our

brand?

  3. What is the desired consumer response? 

   Examples of how we might answer this: 

a. Do we want existing consumers to buy our brand more often? 

b. Do we want to attract new customers? 

c. Do we want to reduce the number of consumers who switch from our

brand to other brands? 

d. Do we want to increase purchase frequency among current customers? 

  4. What is the key thing we know about the consumer? (This is the key

consumer insight and the hypothesis) 

  5. What marketing action do we predict will bring about the desired consumer

response? (This is the hypothesis-based prediction) 

  6. How will we test the effectiveness of the marketing action? 

As an inspiration for what Amazon Go may want to do in order to increase or

maintain the frequency of consumer visits, the instructor of this course would like to

offer up the photo below. It is a picture of a small square of chocolate, offered free

with every order at a coffee shop in his Chicago neighborhood: 

 

Recommended length: 150-300 words  

Evaluation criteria:  

Relevance: The participant’s comment is relevant to the discussion topic. 

Quality: The participant supported their argument with credible sources that were

cited appropriately. 

Engagement: The participant responded to other comments with meaningful

contributions to the discussion.  

Keep in mind: 

You can share linked documents, websites, resources, etc. in your post on the

discussion forum.

In addition, you must respond and offer feedback to at least two posts from your

fellow participants. Click “Reply” below another participant’s comment to

respond. 

We remind you to respect your peers and contribute comments related to the

topic at hand when participating in discussions.  

To comment, click "Reply" just below the instructions. Enter your ideas in the text

box, then click "Post Reply." Replies to a comment are grouped as a conversation

thread within the forum.

 

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Thais Buarque Wednesday

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Welcome to module 2! 

This forum assignment is specifically about Amazon Go, but to give you some

more inspiration and also to help in case you need an example for the Modifying

Behavior Assignment for this module, I'll leave you this source below.

Behaviorism and Loyalty programs 

https://www.newsweek.com/americas-best-loyalty-programs-2022

Note that the first (many) slots are filled by the clothing industry. They also

mention gamification, which Victor brought up in the Hypothesis forum.

"By one estimate, the average U.S. household is enrolled in 18 different loyalty

programs. The challenge for companies is not getting customers to sign up, but

motivating them to become truly engaged program users; research shows that

consumers only actively use half of the plans they're enrolled in. The challenge for

consumers is to decide which of the crowd of programs vying for their attention

are worthwhile."

 

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