journey – how the meeting of past

7/31/2019 Journey How the meeting of Past

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Submitted by:-Adil Anwar 11DCP003

Ankit Sharma 11 DCP010Karthikeya Raman 11DCP022

Piyush Sharma 11DCP033

Subrata Jadon 11DCP048

Joseph Thomas 11DCP076

Mayank Gaur 11DCP081


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The Origins of Journey As a Deep

Metaphor

A consumer who risks inheriting a disease in his forties and one whoseparents are vibrant octogenarians may make different health care choices

Different consumers with equal debt may save differently, depending ontheir past success in managing similar debt.

Consumers apply past experiences and current circumstances whenplanning the future.

Consumers view their identities and their choices through the deep

metaphor

How we frame time and unfolding events-the essence of

"journey" as a deep metaphor-influences such consumer

decisions as home buying, financial planning, charitable

giving, health care, snacks, vacations, to name a few.


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What Journeys Reveal About

Consumers The Insurance company nationwide adopted the moving

object approach

- In its campaign Life comes at you fast, stressedhow lifes events can blindside a consumer.

Usually consumers view approaching events with moreurgency especially when the impending events involvefinancial obligations

So, to establish healthy relationships with consumers,companies must understand how people frame their

journeys.


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Which Consumer Should You

Target?? Financial Planner

Car Salesperson

- Two prospects :(a) Affable and enthusiastic with a positive outlook

of life. Uses phrases as Life is short and Youre

only on this earth for a short time. One whose mindset

is live day to day.

(b) Pleasant though reserved. Uses phrases as have

a lot of life left and retirement will be the beginning

of a new life rather than the end of journey.


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Journey Themes Known Journeys

- Can have positive or negative outcomes.

- In positive outcomes, the consumer focuses on reaching the goal whereas in thenegative outcomes, the traveller typically procrastinates or avoids a destination ifpossible.

Unknown Journeys

Often features excitement or anxiety, depending on whether the outcomes are

positive or negative.- Buying a home for the first time

- Searching for a job

- Discovering and switching brands

Obstacles and Facilitators on Consumer Journeys

Obstacles- He had to overcome many hurdles to achieve success

- That was just a bump in the road in this relationship

Facilitators

- Let us bridge the gap in our thinking

- Those ahead of me paved the way for my success


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Uphill and Downhill Journeys

Sir Winston Churchill described life as a journey: Every day youmay make progress. Every step may be fruitful. Yet there willstretch out before you an ever-lengthening, ever-ascending, ever-improving path. You know you will never get to the end of the

journey. But this, so far from discouraging, only adds to the joy

and glory of the climb

- Uphill journeys typically feature difficulties and struggle andemotionally daunting.

- The outcome at the top of the journeys, brings great reward anda sense of achievement.

- Downhill journeys can have both positive and negativeconnotations


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Fast and Slow Journeys

Fast journey:- positive and negative connotations

Positive fast journey- feeling of accomplishment,

emotional satisfaction and practical benefits.

Negative fast journey- stress anxiety and lack ofcontrol.

Slow journey:- positive and negative connotations

Positive slow journey- reduction in stress, rejuvenation

or a new prospective Negative slow journey - frustration and feeling of lost

efficiency


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Summary

Journey is widely the most widely examined and universally felt

deep metaphors and appears as a major theme in literature around

the world.

Journey is rooted in our awareness of time, evolution, progress andmaturation.

Consumers often experiences himself or herself as on a journey

and sometimes experiences others on a journey

Even objects or events are journeys

journey – how the meeting of past

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