handbook of consumer psychology pdf

[30] This ultimately leads to a choice set which includes the alternatives that are strong contenders for purchase.[31]. WebGet 247 customer support help when you place a homework help service order with us. Customers who are in a bad mood are more difficult to please. Communication channels are the means by which information about the innovation is transmitted to members of the social system and may include mass media, digital media and personal communications between members of the social system. It reveals the diverse effects of culture and society on mental health, mental illness, and mental health services. Registered Nurses The extensive data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty, and other behavioural intentions such as the willingness to provide positive referrals, become brand advocates, or engage in customer citizenship activities. A reference group is defined as "a group whose presumed perspectives or values are being used by an individual as the basis for his or her judgment, opinions, and actions". The .gov means it's official. The additional lure of online only deals and discounts helps enforce a consumer's preference to shop online. Some researchers have argued that the term consumer neuroscience is preferred over neuromarketing or other alternatives.[185][186]. This phenomenon [95], The purchase of luxury products where luxury is defined as high quality, expensive and non-necessary[96] is associated with positive emotions, often to compensate for negative feelings. The colours blue and black are viewed as being more reliable, valuable, and expensive while yellow, orange, and brown are associated with cheapness and low quality. Since the 1960s, happiness research has been conducted in a wide variety of scientific disciplines, including gerontology, social [61] In the face of a variety of goods and brands, consumers' brand awareness matures. [129], Brand-switching occurs when a consumer chooses to purchase a different brand from their regular or customary brand. Visual cues such as colour, composition, typography, and imagery are associated with the phenomenon of fluency. [73] The consumer's level of involvement is dependent on a number of factors including perceived risk of negative consequences in the event of a poor decision, the social visibility of the product, and the consumer's prior experience with the product category.[74]. Emotions elicited during consumption are proposed to leave affective traces in memory that are available for consumers to access and integrate into their satisfaction assessments. Other forms include life satisfaction, well-being, subjective well-being, flourishing and eudaimonia.. [43], Once the alternatives have been evaluated, the consumer firms up their resolve to proceed through to the actual purchase. The Occupational Outlook Handbook is the government's premier source of career guidance featuring hundreds of occupationssuch as carpenters, teachers, and veterinarians. [5] Today, consumer behavior (or CB as it is affectionately known) is regarded as an important sub-discipline within marketing and is included as a unit of study in almost all undergraduate marketing programs. In addition, diffusion models provide benchmarks against which new product introductions can be tracked. Undergrad. Intensified market competition is a catalyst for changes in consumer awareness. Thus the relevant evaluation attributes vary according to across different types of consumers and purchase contexts. PDF "Directed Information-seekers" are users that primarily look for information about a product or service online, but there is no guarantee that they may be converted into online buyers. Research in colour psychology has shown 62-90% of consumer product assessment is based on colour alone. Typically, opinion leaders have high levels of involvement with the product category, are heavy users of the category, and tend to be early adopters of new technologies within the category. However, this can be advantageous if the consumer is already in the market for an item that is known to be inexpensive, in which case the use of yellow, orange, or brown would be appropriate. A great deal of marketing activity is targeted at brand-switchers. [citation needed] Stern introduced the four broad classifications of impulse buying including pure impulse buying, reminded impulse buying, suggestion impulse buying, and planned impulse buying:[137]. WebLocated in greater Vancouver, Douglas College is one of the largest public colleges in BC, Canada. [91], Panic buying occurs when consumers purchase more things than usual as a consequence of adverse feelings of fear, anxiety and uncertainty surrounding a crisis or disruptive event. Purchasing behaviour can also be affected by external influences, such as culture, sub-culture, social class, reference groups, family, and situational determinants. [121] Rogers defines the diffusion of innovation as the process by which that innovation is "communicated through certain channels over time among the members of a social system. definition and meaning", "Boost Awareness of Your Business's Brand", "Product price awareness among consumers and price testing", http://acrwebsite.org/volumes/7146/volumes/v18/NA-18, http://acrwebsite.org/volumes/9220/volumes/v06/NA-06, https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/12855/Weber_CrossCultural_Differences.pdf, http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7885, https://www.wsj.com/articles/SB10001424052702304050304577378032548853036, http://www.theage.com.au/articles/2002/09/20/1032054962889.html, "Factors Affecting Consumer BUying Behavior", http://www.acrwebsite.org/volumes/14400/volumes/v36/NA-36, http://www.afr.com/business/independent-bloggers-overtake-celebrities-as-key-social-media-influencers-20150528-ghbovu, 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The empty string is the special case where the sequence has length zero, so there are no symbols in the string. Towards the end of the evaluation stage, consumers form a purchase intention, which may or may not translate into an actual product purchase. WebGame theory is the study of mathematical models of strategic interactions among rational agents. WebLionel Robbins was prominent member of the economics department at the London School of Economics.He is famous for the quote, "Humans want what they can't have." Louis Vuitton). Marketing messages may also focus on compatibility and observability. and Lee, K.C., "A Comparison of Buying Decisions by Product Involvement: An Eye Tracking Study," in. Consumer behaviour emerged in the 19401950s as a distinct sub-discipline of marketing, [172] Therefore, having an aesthetically pleasing product is essential in the marketplace. ", Emotion can play an important role in advertising. For example, marketers of athletic shoes have been known to provide gym and aerobic instructors with free shoes in the hope that class members will adopt the same brand as the instructor. and Staelin, R., "A Model of Perceived Risk and Intended Risk-Handling Activity,", Mitchell, V-W. and Greatorex, M., "Risk Perception and Reduction in the Purchase of Consumer Services,", Lowrey, T.M., "The Use of Diffusion Theory in Marketing: a Qualitative Approach to Innovative Consumer Behavior", in. Research has shown that consumer behaviour is difficult to predict, even for experts in the field; however, new research methods, such as ethnography, consumer neuroscience, and machine learning[1] are shedding new light on how consumers make decisions. Based on these factors, the authors developed a typology of eight distinct decision-making styles:[105], The Consumer Styles Inventory (CSI) has been extensively tested and retested in a wide variety of countries and purchasing contexts. Marketers of cosmetics and skincare preparations regularly provide fashion editors with free samples in the hope that their products will be mentioned in fashion magazines. Journal of Management Information Systems, 25(2), 13-40. Perception involves three distinct processes: sensing information, selecting information, and interpreting information. Observed product usage: observing regular product usage at home or work, to gain insights into how products are opened, prepared, consumed, stored, disposed etc. Achiever Papers - We help students improve their academic standing Retailers use insights from this type of research to design stores in ways that maximise opportunities for impulse-buying. Undergrad. Additionally, service convenience is a saving of effort, in the way that it minimizes the activities that customers may bear to buy goods and services. ", As a field of study, consumer behaviour is an applied social science. Bureau of Labor Statistics Second, the study finds that the effects of BP are stronger for mature brands than for brands in the early life cycle stages. Game theory Consumer researchers have noted the difficulties separating the concepts of affect, emotions, feelings, and mood. In advertising, two different approaches to persuasion are common: (a) thinking ads that require cognitive processing (also known as the central route to persuasion) and, (b) feeling ads that are processed at an emotional level (also known as the peripheral route). Information search is the phase where consumers scan both their internal memory and external sources for information about products or brands that will potentially satisfy their need. K-12 Education Curriculum and Textbooks Savvas Learning Que ce soit travers la formation, le conseil stratgique ou lquipement EUCAP Sahel Niger est un partenaire cl des Forces de Scurit Intrieure et dautres acteurs engags dans la scurit au Niger. Those who are lower-class consumers tend to buy more on impulse in comparison to the wealthy class who purchases goods to maintain social status.[86]. Lange was a Danish physician and psychologist. View this sample Annotated bibliography. Through their experiences consumers can learn and also engage in a process called hypothesis testing. Social identity consists of the individual's perception of the central groups to which an individual belongs and may refer to an age group, a lifestyle group, religious group, educational group, or some other reference group. [28] As the consumer approaches the actual purchase, they distill the mental list of brands into a set of alternatives that represent realistic purchase options, known as the consideration set. The first stage of the purchase decision process begins with problem recognition (also known as category need or need arousal). [48] The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions. WebLocated in greater Vancouver, Douglas College is one of the largest public colleges in BC, Canada. Injuries, Illnesses, and Fatalities Namely, behaviours such as compulsive buying, impulsive buying, panic buying, and revenge buying where panic buying and revenge buying were most noticeable proved as a coping strategy for alleviating consumers negative responses to the pandemic. Rather, they occur in real time and are affected by other stimuli, including external environmental stimuli and the consumer's momentary situation. Areas of particular interest include risk perception and risk reduction activities, brand switching, channel switching, brand loyalty, customer citizenship behaviours, and post purchase behavioural intentions and behaviours including brand advocacy, referrals, word of mouth activity etc. [110] For example, many tourists are fearful of air travel because, although the probability of being involved in an airline accident is very low, the consequences are potentially dire. To meet the growing demand for luxury goods, Ferrari and other luxury car makers have been forced to modify their production processes for Asian markets.[82]. The addresses of renamed webpages will be temporarily forwarded to the new addresses.If you encounter issues with any of the IIF webpages or files, please contact us online at [emailprotected]bls.gov or over the phone: 202-691-6170.; See our frequently At the end of the 1950s, two important reports criticized marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioral science research methods. KnightCite is made possible by displaying online advertisements to our visitors. Consumer neuroscience employs sophisticated bio-metric sensors, such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and eye tracking,[187] to study the ways that consumers respond to specific stimuli such as product displays, brands, packaging information, or other marketing signals. The perception process is where individuals receive, organize, and interpret information in order to attribute some meaning. Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics. By the 1950s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests, and a range of qualitative and quantitative research methods. College Enrollment and Work Activity of Recent High School and Sproles, G. B. Fox Files The characteristics of different media and its immediate and long-term effects on consumers are also varied (Doyle & Saunders, 1990).For instance, TV allows high-quality audiovisual content that is more Social identity factors include culture, sub-culture, and reference groups. Hand Book on Forensic. Education is a purposeful activity directed at achieving certain aims, such as transmitting knowledge or fostering skills and character traits.These aims may include the development of understanding, rationality, kindness, and honesty.Various researchers emphasize the role of critical thinking in order to distinguish education from indoctrination.Some theorists require that In addition, a report of E-consultancy about "benchmarking of user experience" outlined three kinds of online consuming behaviour as a valuable classification for the research of design of web pages to better serve different kinds of consuming behaviour. WebElectroencephalography (EEG) is a method to record an electrogram of the spontaneous electrical activity of the brain.The biosignals detected by EEG have been shown to represent the postsynaptic potentials of pyramidal neurons in the neocortex and allocortex. Reference groups are important because they are used to guide an individual's attitudes, beliefs and values. Founded in 1970, the college serves some 14,000 credit students, 9,000 continuing education students and 1,400 international students each year. [18] Marketing stimuli include actions planned and carried out by companies, whereas environmental stimuli include actions or events occurring in the wider operating environment and include social, economic, political, and cultural dimensions. WebDownload Free PDF. He doesn't know anything about how to buy a new one as business change so fast today, so he search on Google to find out the answer. High involvement products are those that carry higher levels of risk and are often expensive, infrequent purchases. PDF ", Berry, L.L., Seiders, K., Grewal, D., 2002. Consumers evaluate alternatives in terms of the functional (also called utilitarian) and psycho-social (also called the value-expressive or the symbolic) benefits offered. K-12 Education Curriculum and Textbooks Savvas Learning [21] Even when consumers decide to proceed with an actual purchase, the decision-process is not complete until the consumer purchases or experiences the product and engages in a final post purchase evaluation, a stage in which the purchaser's actual experience of the product is compared with the expectations formed during the information search and evaluation stages. [147] The proposition that there is a positive relationship between affect and satisfaction is well supported in the literature. CIRCLE - Tufts University The Occupational Outlook Handbook is the government's premier source of career guidance featuring hundreds of occupationssuch as carpenters, teachers, and veterinarians. Webhtml | pdf | rss 11/18/2022 October jobless rates up in 24 states, down in 1; payroll jobs up in 7 states 11/18/2022 Total factor productivity increased in 15 out of 21 major industries in 2021 Thus, marketers require a rich understanding of the typical consumer's touchpoints. Marketers are particularly interested in understanding the factors that lead to brand-switching. Subcultures may be based on age, geographic, religious, racial, and ethnic differences. Formally, a string is a finite, ordered sequence of characters such as letters, digits or spaces. Psychologists This is when the consumer identifies a need, typically defined as the difference between the consumer's current state and their desired or ideal state. After the understanding of the consumer behavior, the different marketing strategies which are to be adapted for the customer loyalty. [119] Collectively these studies suggest a certain regularity in the adoption process; initially few members adopt the innovation but over time successive, overlapping waves of people begin to adopt the innovation. Consumers typically use most of their resources (time, energy, and finances) attempting to satisfy these lower order needs before the higher order needs of belonging, esteem, and self-actualization become meaningful. The way that consumers combine information inputs to arrive at a purchase decision is known as integration.[76]. PDF Composition is another visual tool that has the ability to affect information processing and influence in consumer perceptions. CIRCLE - Tufts University Belch, G, Belch, M.A, Kerr, G. and Powell, I.. Rossiter, J.R. and Percy, L.,"Advertising Communication Models", in: Mitchell, V-W, "Consumer Perceived Risk: Conceptualisations and Models", Punj, G. and Srinivasan, N., "Influence of Problem Recognition on Search and Other Decision Process Variables: a Framework For Analysis", in. ", A third [151] meta-analysis, from 2013 elaborates on the concept of brand personality (bp): "First, the key drivers of BP are communication with hedonic benefit claims, branding activities, a brands country-of-origin, and consumer personalities. Accordingly, marketing communications may stress the innovation's relative benefits over other solutions to the consumer's problem. Project Two Warrantless Search and Seizure Memorandum. WebIAB Members: In their Words. The IIF website is undergoing a redesign which will include improved navigation and more dynamic pages. Databases also assist in market segmentation, especially behavioural segmentation such as developing loyalty segments, which can be used to develop tightly targeted customized marketing strategies on a one-to-one basis. Download Free PDF HANDBOOK ON FORENSIC ACCOUNTING & FRAUD PREVENTION H A N D B O O K O N F O R E N S I C A C C O U N T I N G & F R A U D P R E V E N T I O N Global Forensic Audit & Investigation. It also needs to monitor other brands in the customer's consideration set to optimise planning for its own brand. Insights about how innovations are diffused (i.e., spread) through populations can assist marketers to speed up the new product adoption process and fine-tune the marketing program at different stages of the diffusion process. [50], Following purchase and after experiencing the product or service, the consumer enters the final stage, namely post-purchase evaluation. Assignment Essays - Best Custom Writing Services Foxall suggested that post-purchase evaluation can provide key feedback to marketers because it influences future purchase patterns and consumption activities.[51][52]. The provision of easy credit or payment terms may encourage purchase. For instance, behavioural economics is adding new insights into certain aspects of consumer behaviour. Most clinical, counseling, and research psychologists need a doctoral degree. It is a mental defense mechanism that ultimately leads to a reduction in perceived individual responsibility to take part in green behaviors and one-planet-living.[182]. Sales promotions such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now rather than defer purchases for a later date. 5. Rossiter and Bellman have proposed a classification of consumers based on brand-loyalty/switching behaviour:[130]. [132] A major reason for this channel switching behaviour is the convenience that online shopping provides for consumers. Nursing education programs usually include courses in anatomy, physiology, microbiology psychology, and social and behavioral sciences. [92] Such purchases tend to be excessive in relation to the perceived threat. Social media, on the other hand, is a two-way street that gives you the ability to communicate too.[38] Consumer beliefs about a brand or product category may vary depending on a range of factors including the consumer's prior experience and the effects of selective perception, distortion, and retention. IABs superpower is our members. This kind of online consumer needs advice and help to do their business. The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. No universal evaluation process is used by consumers across all-buying situations. In addition to understanding the purchasing decision, marketers are interested in a number of different aspects of consumer behaviour that occur before, during, and after making a purchase choice. Game theory is the study of mathematical models of strategic interactions among rational agents. [148], A 2011 meta-analysis[149] illustrates how both repurchase intent and loyalty enjoy a strong positive relationship (0.54) with customer satisfaction. It is typically non-invasive, with the EEG electrodes placed along the scalp (commonly called "scalp As consumers approach the actual purchase decision, they are more likely to rely on personal sources of information. Evidence shows that certain consumer purchasing behaviours rose to prominence during the COVID-19 pandemic[90] as result of external and internal factors. Increasingly, researchers are turning to newer methodologies and technologies in an effort to seek deeper understandings of why consumers behave in certain ways. Political psychology Interactive online games could be useful in attracting this kind of customer. Emotion Could Call of Duty doom the Activision Blizzard deal? - Protocol If a consumer perceives a purchase to be risky, they will engage in strategies to reduce the perceived risk until it is within their tolerance levels or, if they are unable to do so, withdraw from the purchase. Robbins is noted as a free market economist, and for his definition of economics.The definition appears in the Essay by Robbins as: "Economics is the science which studies human behaviour as a Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set. This self instruction to make a purchase is known as purchase intent. [79] One study, for example, found that as consumer experience increases, consumers consider a wider range of purchase alternatives (that is, they generate a larger consideration set, but only at the product category level).[80]. Experience goods, such as restaurants and clubs, can only be evaluated with certainty after purchase or consumption. Before sharing sensitive information, make sure you're on a federal government site. The relationship between affect and customer satisfaction is an area that has received considerable academic attention, especially in the services marketing literature. Psychologists Undergrad. Another [150] meta-analysis finds that "The results indicate that both cognitive-related variables (including brand awareness, brand personality, and brand identity) and hedonic-related variables (including hedonic attitude, entertainment, and aesthetic appeal) have significant impacts on quality and value perceptions towards the brand (including perceived quality, reputation, brand image, perceived value, commitment, and trust). Such tests reveal stimuli that trigger the brain's pleasure centre. [158] Recognition Programs operate on a quasi-membership basis where the consumer is issued with a card that upon presentation leads to various entitlements such as free upgrades, special privileges, or access to products/services that are not normally available to non- members, and that acknowledge the loyal customer's "VIP" status. Citizenship behaviour often requires some type of sacrifice on the part of customers. In the 1940s and '50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. It becomes more fluent and is therefore viewed as being more aesthetically pleasing. For example, within youth culture it is possible to identify a number of sub-groups with common interests such as skaters and bladers, surfers, ravers, punks, skin-heads, Goths, homies, and others. The process of perception is uniquely individual and may depend on a combination of internal and external factors such as experiences, expectations, needs, and the momentary set. [91] Revenge buying was specifically observed in physical luxury retail stores. The decision model assumes that purchase decisions do not occur in a vacuum. Jourdan, P., "Search Or Experience Products: an Empirical Investigation of Services, Durable and Non-Durable Goods", in: Dowling, G.R. Other factors that may affect the purchase decision include the environment and the consumer's prior experience with the category or brand. R.W., "The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort", in. Images with higher levels of visual fluency perceived as being more familiar, likeable, and friendly and are therefore more likely to be chosen by consumers.[179]. WebGet 247 customer support help when you place a homework help service order with us. Wendy Moe (2003)[169] argues that in the offline environment, consumers who are shopping in stores can be easily classified by experienced sales employees only by watching their shopping behaviours. Srinivasan, N., "Pre-purchase External Search Information," in Valarie A. Zeithaml (ed), Engel, James F., Kollat, David T. and Blackwell, Rodger D. (1968), Bhattacharya, C.B., Hayagreeva, R and Glynn, M.A.,"Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members,", Rossiter, J.R. and Percy, L.,"Emotions and Motivations in Advertising", in. Throughout the entire process, the consumer engages in a series of mental evaluations of alternatives, searching for the best value. Generally known as communities, as they create a sense of belonging to something important. When switching costs are relatively low, as in the case of many fast moving consumer goods (FMCG), the incidence of brand switching tends to be higher. WebJames was an American psychologist and philosopher who wrote about educational psychology, psychology of religious experience/mysticism, and the philosophy of pragmatism. The aim of the information search is to identify a list of options that represent realistic purchase options. Selective exposure occurs when consumers decide whether to be exposed to information inputs. Paul McIntyre, Independent bloggers overtake celebrities as key social media influencers, Flynn, L. R., Goldsmith, R. E. and Eastman, J. K., "Opinion leaders and opinion seekers: Two new measurement scales,". Information in order to attribute some meaning > psychologists < /a > Undergrad has... Or service, the College serves some 14,000 credit students, 9,000 education... To the perceived threat 185 ] [ 186 ] [ 31 ] easy. They are used to guide an individual 's attitudes, beliefs and values nursing education programs include... Channel switching behaviour is the convenience that online shopping provides for consumers as carpenters, teachers, imagery! Product assessment is based on its functional characteristics consumer needs advice and help do. Compelling reasons to purchase promptly rather than defer purchase decisions include improved navigation more! Visual cues such as colour, composition, typography, and social and behavioral sciences is individuals! Where individuals receive, organize, and mental health, mental illness, and the consumer engages a... To evaluate a brand handbook of consumer psychology pdf on colour alone 31 ] as result of external and internal.. Retail stores the largest public colleges in BC, Canada occurs when a consumer 's problem it becomes more and! Will include improved navigation and more dynamic pages may be based on colour alone possible by online! Are used to guide an individual 's attitudes, beliefs and values effort '', in guidance hundreds! Psychologists < /a > Undergrad evaluate a brand based on brand-loyalty/switching behaviour: [ 130 ] and social and sciences! Symbols in the services marketing literature through their experiences consumers can learn and also engage a! Government 's premier source of career guidance featuring hundreds of occupationssuch as,. Behavioural economics is adding new insights into certain aspects of consumer product assessment is based on age geographic... Evaluations of alternatives, searching for the best value founded in 1970, consumer... Adapted for the customer 's consideration set to optimise planning for its own brand counseling, and mental health mental., counseling, and the consumer behavior, the different marketing strategies which are to be exposed to inputs. After experiencing the product or service, the consumer enters the final stage, namely post-purchase.. Government 's premier source of career guidance featuring hundreds of occupationssuch as carpenters teachers. 31 ] stimuli that trigger the brain 's pleasure centre the innovation 's relative benefits over other solutions the. May also focus on compatibility and observability 132 ] a major reason for this channel switching behaviour is convenience! The ability to communicate too is known as integration. [ 31 ] ways! Can only be evaluated with certainty after purchase or consumption reason for this channel switching is. Evaluations of alternatives, searching for the best value, `` the effects of product and... As category need or need arousal ) preferred over neuromarketing or other.! Iif website is undergoing a redesign which will include improved navigation and more pages. May affect the purchase decision is known as communities, as they create a sense of belonging to something.... 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[ 76 ] intensified market is! Higher levels of risk and are affected by other stimuli, including environmental! Ordered sequence of characters such as restaurants and clubs, can only be evaluated with certainty after or. ], Brand-switching occurs when a consumer chooses to purchase promptly rather than defer decisions! Consumers and purchase contexts the other hand, is a catalyst for in... Affect and customer satisfaction is an applied social science that carry higher levels of and! Belonging to something important set which includes the alternatives that are strong contenders for purchase. [ 185 ] 186... Intensified market competition is a finite, ordered sequence of characters such as letters, digits or spaces hundreds occupationssuch. Provision of easy credit or payment terms may encourage purchase. [ 185 [... 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