Consumer Behavior Assignment 2

8/2/2019 Consumer Behavior Assignment 2

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Consumer Behavior

MKTG 321



Assignment 2

1. How do marketers use emotions in product design & advertising?

An emotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific

feeling. Emotions are strong, relatively uncontrolled feelings that affect behavior. They are strongly

linked to needs, motivation, and personality. Unmet needs create motivation which is related to the

arousal component of emotion. Personality also plays a role, e.g., some people are more emotional than

others, a consumer trait referred to as affect intensity. Are generally triggered by environmental events,

although internal processes (imagery) can trigger emotions. Emotions are accompanied by physiological

changes. Also, emotions are generally accompanied by thinking, and have associated behaviors, and

involve subjective feelings.

Marketers use emotions to guide product positioning, sales presentations and advertising:

Emotion arousal as a product benefit

Emotion reduction as a product benefit

Emotions in advertising:

Emotional content of advertisements enhances their attention-attraction and attention-

maintenance capabilities.

Positive-emotion-eliciting advertisements may increase brand preference (through classical

conditioning).

Marketers first and foremost need to fundamentally understand both the implicit and explicit emotional

associations targeted consumers make with their product‘s current design, packaging, as well as brand

messaging. Armed with this understanding, marketers can then move towards figuring out how to elicit

foundational patterns of appetitive and aversive emotional responses in targeted consumers that will

promote a strong favorable emotional relationship between consumers and the brand, purchase behavior

and brand loyalty.

Emotional responses to product design can incite customers to select a particular artefact from a row of similar products, and may therefore have a considerable influence on our purchase decisions. As aconsequence, in current day design practice, designers and marketers are more and more challenged tomanipulate the emotional impact of their products.

Intangible emotions

Emotions are influenced by characteristics of the customer (such as personality and lifestyle), the productdesign (such as theme, package, and technology) and the company (such as branding, marketing, andservice). Consumers' emotional responses are subjective, so there is never a one-to-one relationshipbetween the appearance of products and their emotional impact, and it is difficult to manipulate or evenreliably measure the emotional impact of consumer products.



Tools & techniques

In his lectures, Desmet demonstrates that the emotional impact can be measured, and that, with productdesign, it can be manipulated. He presents a model that explains how products elicit emotions, and twotools that support designers, design managers, and marketers. The first tool (i.e. the Product Emotion

Measurement Instrument or PrEmo) was developed to enable evaluation of the emotional responsestowards existing and new designs. The second tool (i.e. the [product & emotion] navigator) was developedto support manipulation of the emotional impact of new design initiatives. Desmet explains how emotionscan be used for competitive advantage, product differentiation, and marketing & design strategy.

2. How might knowledge of personality be used to develop an advertising

campaign for the following :

a. Rainforest Action Network [an environmental Group]

Personality is an individual‘s characteristic response tendencies across similar situations.

While motivations are the energizing and directing force that makes consumer behavior purposeful

and goal directed, the personality of the consumer guides and directs the behavior chosen to

accomplish goals in different situations. Sometimes consumers choose products that fit their

personality. Other times, consumers peruse a products or a service to bolster an area of their

personality where they feel weak. There are two main approaches in terms of personality

categorization. If we consider the Multi-trait Approach ―Five Factor Model‖ which is the most

commonly used by marketers and identifies five basic traits that are formed by genetics and early

learning. In the case of this environmental group, marketers know that not all citizens are aware of

the environmental realities so in order to attract the concerned ones and raise the awareness of the

unaware ones, Firms should focus on those people who are characterized by personality features

such as extroversion ―bold and talkative personality which likes engaging with others‖ ,agreeableness ―personality that is sympathetic, kind and polite to others‖ and conscientiousness ―a

careful and efficient personality‖ in order to persuade people to demand their products and support

their causes. In my opinion, the importance of colors used in the advertising campaign is very

significant as they could appeal to the psychology of the consumers. The superego of a human

psyche is defined as the moral and ethical motivation. This force can be stimulated in supporting

the environmental issues which represents an ethical matter as well, by using symbols and colors.

Earthy colors such as green, brown, blue and orange can hold the power of attracting consumers to

the campaign‘s warmth. These colors can represent a symbolic meaning in which they hold.

Another approach of personality which can be applied here would be the theory of social

psychology. If we are to consider the social psychology of a human‘s personality, we are ought to

approach people who are compliant. In other words, we need marketing personals that have the

instincts to move towards people in order to succeed in drawing the maximum number of the target

market. Another important aspect which should be taken into consideration is the knowledge of a

consumer self concept. The target market of any environmental group should share the same

ideology, to have the sincerity of image in the consumers‘ mind which will eventually attract them

to express themselves by supporting the causes of this organization or even purchase its products.

As well the knowledge of psychographics that marketers need to pay attention to such as activities,

interests and opinions of the consumers.



b. Smart Phones

Mobile phones provide the freedom to participate in a variety of communication styles, rangingfrom simple voice-based communications to advanced text-messaging services. The decision toperform complex usage activities is determined by the interrelations of three personality traits.Using the optimum stimulation framework, the outcome hypothesizes that personal innovativenessand individual playfulness increase an individual's optimum stimulation level (OSL). data fromtext-messaging users showed that personal innovativeness, playful personality, and OSL can predictcomplex mobile usage patterns. Future research can append personality traits to existing ITadoption frameworks. Practitioners can incorporate their conclusions from the personality traits intodevice designs and applications while enhancing the widespread use of m-commerce andentertainment services. Mobile advertising is fast becoming critical for marketing onlinebusinesses. There is plenty of hype around mobile advertising. You can expect that given thepeople involved are the very same who create the necessary hype around everyday goods which weconsume with conviction. In my view, mobile operators can really leverage advertisers‘ quest to

invade the mobile space by using it for what they care about most. And that is customer loyalty. Ina saturated mobile market with over 100% penetration in the developing world, operators know thatit is more cost effective to retain customers rather than buy them from the competition . Mobileadvertising provides a unique opportunity to give customers exclusive benefits at no cost given that

an advertiser is sponsoring the associated royalty and data charges. Mobile advertising can beinstrumental to customer retention. It can also play a major role in having mobile consumers engagewith the mobile internet and other mobile platforms when the associated costs are sponsored bybrands. Brands however should remember that customer gratitude for the benefits will always beshared between them and the operator. Therefore they must make sure they get the outmostvisibility. People now use their phones in a dramatically different way to a few years ago theyliterally feel like its part of their identity. People panic if they forget it at home or lose them,because they contain so much personal information, like photos, music and contact details. Clearly,it's the iPhone that has really triggered this boom because it's convenient and made it very easy toaccess the Internet etc. Now, all the other competing smart phones have become more attractivetoo, so the market is not just becoming bigger, but more competitive too. The personality of a usermight also determine the kind of functionality the individual is disposed to use on the phone.Individual differences in personality may also correlate with the impact of context on the user. For

instance, when faced with idle time, is an extraverted person likely to use the device in a differentway, as compared to an introvert? The preferred interaction modalities may also differ acrosspersonality types. Conscientious persons, for example, may be prone to switch their devices to asilent mode in a socially sensitive situation. . Disagreeable individuals tended to be more likely toreport receiving more calls and also a higher proportion of calls as \unwanted". Outgoing calls arenot significantly explained by the traits. Extraverted, neurotic, and non-conscientious individualsare reported to have spent more time sending/receiving SMS and extraverted and disagreeableindividuals are found to spend more time changing the ring tone or wallpapers. Also believed thatdisagreeable individuals are more likely to play games on their phone. So the knowledge of thesetraits can help marketers attract different people by advertising different aspects of a smart phone.

c. American express Financial Services There's not a single segment of American life that isn't affected by financial planning. Home

purchases, stock investments, retirement needs, college tuition, weddings and future lifestyle

concerns are but a few of the eventualities faced by consumers. A trained financial marketer

understands this array of future obligations and uses a combination of education, skill, foresight and

intuition to manage clients‘ attraction to their financial services. Practitioners are well versed in

such diverse areas as investment strategy, tax ramifications, estate planning and market volatility.

They are confidence about domestic and international markets that range from precious metals to

http://www.ehow.com/education/

http://www.ehow.com/weddings-and-parties/

http://www.ehow.com/weddings-and-parties/

http://www.ehow.com/education/



commodities and bonds. Additionally, risk assessment is a large portion of a financial marketer's

job, so administering queries periodically to evaluate each client's fiscal vulnerabilities is critical to

the job they do particularly when times are tough. In addition to being able to function as a pillar of

strength for clients when world markets fluctuate, a financial marketer must truly enjoy interacting

with people and be skilled at gaining their confidence and trust ―extravert‖. Knowing how to listen

isn't something one can learn in school, but it's a requirement for long-term success in this area of

work. Having an entrepreneurial mindset is a terrific character trait--whether you choose to set up a

private practice or work for an investment firm ―openness to experience‖. Dealing with the world's

largest markets also means you should be as comfortable managing an individual's assets as you are

at taking charge of a big company's portfolio. Which involves the following: a financial

organization ads illustrate how culture as the social environment and cultural traits serve as primary

consideration in crafting today‘s advertising messages to the consumer; motivations such as

achievement, power, uniqueness, affiliation, and self-esteem are the determinants of a consumer‘s

cultural environment and traits. Thus, when it comes to financial services consumer personality is

divided into three facets: the merchandise-oriented consumer as the user, the service-oriented

consumer as buyer, and the consumer‘s financial position as the payer. It also must be taken into

consideration the attitude of deferent individuals in regards to risk. Some people are risk takers,

who posses the majority of the target market in terms of financial services. Others are risk-avertwhich means that they prefer to be safe than sorry. Knowing that, adverts must change the

perspective and attitude of those people who are risk-averts towards risk. Fulfilling the ambition

and the ideal lifestyle that modern people dream of is the biggest platform in which markets can

explode their talents. Also, different services should be provided to match consumers personalities,

needs and demand.

The following clause is an example of one of the new interactive advertising campaign from

American express: Modern consumers appreciate modern campaigns, and American

Express clearly recognizes the advantages of non-traditional advertising. A new interactive project,

‗My Live Story‘ aims to actively engage customers, while potentially building valuable

relationships. The campaign – based on music – features recording artist and producer Mark

Ronson. Created with the UK‘s Channel 4, ‗My Live Story‘ is an online competition in which

consumers are invited to contribute pictures and videos of their most unforgettable live music

experiences. 21 entrants will see their memories become a short film, to be shown on national TV,

with the overall winner awarded a VIP trip to the Grammy Awards in Hollywood. American

Express has asked consumers to share background on what makes their story unique. Involving and

inspiring participants this way is an interesting move, one about open dialogue and easy

communication. Appearing accessible to card holders, the brand has a focus on unconventional

advertising that promotes connections. ‗My Live Story‘ draws on emotive music memories to

develop the customer relationship while orchestrating a sense of card-member community. The

campaign has already received a positive response, and is set to build on the company‘s successful

Preferred American Express is cleverly developing a positive association between the brand and

valued, personal experiences.

d. Ready to drink iced tea

Advertising is persuasive communication. Delivering the message is not enough. Advertising is

only effective when it has an impact on consumers' attitudes, beliefs, or behavior - that is

persuasion. Virtually all advertising is intended to be persuasive, but persuasion does not always

https://home.americanexpress.com/home/mt_personal.shtml


http://www.channel4.com/explore/mylivestory/









mean the same thing. Some advertisers fight for share of a clearly defined market, others seek to

draw new users, to increase frequency of use, to reinforce loyalty among current buyers, or simply

to achieve a shift in consumers' attitudes or perceptions. Every time we see a commercial on

television for a refreshing drink of iced tea, soda or powdered drink mix on a hot summer evening,

there is a strong motivation to learn so that our thirst can be satisfied. If the commercial presents

the message so that it provides for a strongly perceived experience, learning is more likely to take

place. Thus, when Lipton for example shows a hot and thirsty person drinking iced tea and then

falling backward into cooling, refreshing water, the viewer can experience the brand benefit and is

more likely to learn it. Not to mention that the marketing campaign for ready to drink iced tea

should target busy people or people who look for saving time as its ready nature saves up time,

effort and components needed. Flavors come to satisfy a vast majority of people‘s taste and

preference that even green iced tea is penetrating the markets with it attracting people with healthy

lifestyles. American lifestyle and work habits have made convenience a necessity. As employers

demand for productivity from their employees, consumers are more pressed for time. In addition,

the shaky economy has made Americans fear for their jobs; thus, any product that can fill the

consumers' need for convenience and speed are almost automatically embraced into the American

lifestyle. Recognizing this trend, various companies in the tea industry have come up with

innovative products to take advantage of the booming market for ready-to-drink teas. Lipton tea,one of the global leaders in refreshment brands, launched new products to meet the growing the

need for ready-to drink teas and introduced innovative product line to capture the health-conscious

market. There are two major target markets for ready-to-drink ice tea. One group is the consumers

on the go. These are the employees, students, and other consumers who lead a busy lifestyle. The

hectic American lifestyle demands for optimize productivity with lesser time consumption. Thus,

there is a need for products that are accessible and readily available. Convenience has dominated

the market, particularly the food and beverage industry. The other group is made up of health

conscious consumers, specifically the baby boomers who patronize anything healthy. The positive

reviews as well as the studies on the benefits of tea drinking have stirred an interest in tea

drinking. Many tea drinkers choose Lipton because it is really inexpensive and you can get it just

about anywhere. It is surprising that more people do not drink tea, as they would longer, happier

and healthier lives if they did. Furthermore, some customers think that taking anti-oxidants are

healthy, thus, customers drink a couple of gallons per week : ―Tea makes you look younger too and

gives you energy as 6 well. You know it also costs a lot less to drink tea too, for 100 bags at $2.50

lasts you about 3-weeks. 2-quarts per day are possible when it is really hot out; of course it varies

with the drinker.

e. J.Crew women’s shoes

J.Crew Group, Inc. operates as an integrated multi-brand, multi-channel, and specialty retailer in

the United States. The company designs, contracts for the manufacture of, markets, and distributes

women‘s, men‘s, and children‘s apparel; shoes; and accessories under the J. Crew, crew cuts, and

Made well brand names. Its J. Crew brand offers an assortment of women‘s and men‘s apparel and

accessories, including wedding, swimwear, loungewear, outerwear, shoes, bags, belts, hair

accessories, and jewelry. They seek to consistently communicate our vision of J. Crew through

every aspect of our business, including through the imagery in our catalogs and on our Internet

website and the inviting atmosphere of our stores. J. Crew focuses on creating product lines



featuring the high quality design, fabrics and craftsmanship as well as consistent fits and detailing

that our customers expect of J.Crew. They offer complete assortments of women‘s apparel and

accessories, including wedding and special occasion attire, weekend clothes, swimwear,

loungewear, outerwear, shoes, bags, belts, hair accessories and jewelry. The J.Crew brand is

widely recognized and features high quality designs, fabrics and craftsmanship. They seek to

project our brand image through consistent creative messages in our catalog and through our

Internet website, our store environments and our superior customer service. J. Crew believes that

one of our key strengths is their internal design team, which designs products that reinforce our

brand image. Their products are designed to reflect a clean and fashionable aesthetic that

incorporates high quality fabrics and construction as well as comfortable, consistent fits and

detailing. J. Crew‘s products are developed in four seasonal collections and are subdivided for

monthly product introductions in our monthly catalog mailings and in their retail stores. The

design process begins with their designers developing seasonal collections eight to twelve monthsin advance. More women are buying these shoes today of for some purposes such as for their

beauty, prestige, fashion style and comfort. A lot of designer shoes are even a sold out commodity

among women. They have the ability to enhance the shoes owner‘s own beauty as it also reflects

women‘s status in life and as well as on society. Women‘s shoes come in all different shapes,

sizes, styles, colors, textures, and price ranges. Because they a lot on women‘s personality and

also to their status in life, there are of course more and more women would always prefer to buy

shoes that are made by top designers that are well known today. Psychologists say the shoes that a

woman wear can tell a lot about her personality. No one can deny the fact that women like to own

as much shoes as they can, not to mention the different styles, shapes, colors and designs. A

woman‘s personality will be reflected by that shoe which she likes to wear the most. Like, I

myself have stilettos for parties, flats for casual outings and sneakers for jogging time.

Personality of women who wear sneakers

Sneakers are the ideal choice of those women who have a carefree and casual approach towards life.

Women with sneakers get over the tomboyish style and always keep comfort in their highest ranking.

Fitness freaks also love sneakers.



Personality of women who wear a Ballerina, Pumps and Flats

Those women who wear ballerinas, pumps or flats want have a non-fussy and relaxed life. They usually do not

believe in joining the style race.

Personality of women who wear Stilettos –

Women who are very style cautious and worships fashion wears stilettos. This choice also reveals that a woman

wearing it is in total control of herself. A stiletto women is a powerful women who does what she thinks is right and

do not like people messing with her.

Personality of women who wear Wedges and Platforms

Women who wear these shoes are very sophisticated, very clever in their dressing sense.

They are such individuals who want to get noticed but not at a cost of comfort.

http://www.wiseshe.com/2011/01/five-women-shoes-and-women-personality.html/sneaker4











Women personality in Peep Toes

I love peep toes shoes myself. Psychologists say peep toes shoes are worn by those women who believe in feminine

dressing. These women are also modern, stable and elegant but still want to take it easy without being too daring and

bold.

f. Clinique cosmetics

The Clinique Cosmetics Company, part of beauty products giant Estee Lauder, is one of the

largest cosmetic and skin care products in the world. From the beginning, Clinique focused on

products that were both allergy-tested and fragrance-free, making them friendly to a wide variety

of customers with sensitive skin. At the time, no other skin care company offered individualized

products or specific products for sensitive skin and allergy sufferers. Clinique added a line of

specialty hair-care products, including shampoo, conditioner and dandruff treatments. The line

was designed to be allergy- and fragrance-free, allowing it to align with the company's skin care

products. Clinique began to introduce cosmetics aimed at women with allergies and sensitive skin.

The line includes foundation, powder, blush, eye and lip products. The company is also known for

its antibacterial makeup brushes and tools, designed to help keep skin healthy and prevent

breakouts. By the 21st century, Clinique also added a line of skin care products targeted at men.

This line includes a version of the company's three-step system designed for a man's skin, as well

as shaving and other body products. The demographics are noticeably split with hair care products,

facial cleansers and moisturizers/creams/lotions on one end of the spectrum and sun care products

on the other end. Concerning the first three categories listed, the age demographic that would be

the most desirable is the 18-34 age group. This age group has the largest interest in these products

with the only slight exception among hair care products. The largest demographic is in the 18-24year olds so they are a good market, however, the older age groups are also strongly interested in

this product. This is expected and possibly should indicate a need to differentiate the marketing

strategy within the hair care products area. The ethnic group area shows the strongest interest

among Black, Asian and Hispanic, or to be summarized the non-white ethnic group. Whites

generally have a lower interest in these products. Last is income, among this group the lower

incomes generally had more interest. With those earning $10,000 to $39,000 the largest groups.

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http://www.ehow.com/fashion/



Among the sun care products the groups that would be most interested were nearly the exact

opposite of those mentioned above for the other product lines. Those interested in sun care

products tend to be middle aged, white and with higher income. This shows a great need for

different marketing plans for this product separate from the others. The customer base is so

different that it would be difficult to effectively market the sun care with the others. The Clinique

Web site is primarily focused on selling products to women. The home page features pictures of

women and writing in pink. All with a feminine feel and expression. Nearly all of the tabs and

links are for women‘s products. Everything from ―Expert Tips and Trends‖ to ―Offers‖ feature

products and advice for and about women. Only one tab labeled ―Men‘s‖ features men‘s products.

This tab is broken down into three areas; skin care, fragrance and gifts. Each sub tab has limited

offerings although the look and feel of the pages under the men‘s tab does change somewhat from

the home page. The men‘s tab is more masculine in color and design and features distinctly male

products like shaving cream. The focus of the men‘s site is on anti-aging, which is something both

men and women share a desire to use. The products listed under the men‘s tab also differ from thefemale version in terms of quantity and specialization. The women‘s section has a complete line of

products from makeup products, anti aging, basic skincare, lip care etc. The men‘s line is very

basic with few products. This is likely done for two reasons. First, the market for men‘s products

is much smaller so they would logically not have as large a product offering. But secondly, it may

be kept simple with few products because although men might be interested in skin care, they may

not be interested in the specialization that women do. Men likely want one or only a few products

that accomplish what they need. Women are more likely to enjoy the shopping experience and

therefore likely to by more products than they may actually want or need. The web page attacks

men‘s need to feel and look younger, this is the key behavior principle that Clinique tries to appeal

to. Clinique appeals to a man‘s need to stay looking younger through simple straightforward

products. The products displayed also assume that men have some basic knowledge about skin

care products by using terms like exfoliate. In my opinion, a cosmetic marketer should have the

following characteristics: Ability to work well with all personality types and the development

of their individual strengths and talents. Creation of great teams promoting the principle of

working together to exceed daily, monthly and yearly goal expectations. Well versed in New Hire

Training as well as the development of existing

employees to company standards. Event planner, trainer and department scheduler. Important

Personal traits to obtain are: hard working, a quick learner, level headed, timely and creative.



3. How would you use emotion to develop marketing strategy for each of the

following:

The goal for modern era marketers is to click the right set of emotions in their customers through

their advertisements, which will make them go for their products. They do not always succeed in

doing so, but when they do, rewards are great. Though debatable, these tactics manages to sell

more than any other marketing ploys (if there are any). Bottom-line is that marketing persons

should be aware of the emotions that will trigger sales and the knowledge on how to spark these

emotions in their targeted customers. We see modern marketers using this tactic in their

advertisement a lot, next time when you see some advertisement (even those that seems to make

no sense); try to see if it taps into emotions or triggers some feelings in you. Behavioral sciences

and the study of human mind have changed marketing from a simple practice of selling into a

scientific field where new experiments are carried out, new hypothesis tested and new theories

made on regular basis. Companies are no longer limited to attracting people through their ads;

they are now looking to go for the kill in every marketing campaign. So much, that many

intellectuals have now started to raise questions over these manipulative techniques and methods.

Whether it is completely ethical or not is another debate, but the fact is that using the knowledge

of human emotions in marketing campaigns works wonder.

a. Visa card use:

Credit cards are the most lucrative segment of banking, and not just because of the interest charges.It's a case of the hook - the low interest rates, the line - the high interest rates, and the sinker - thefees. Everyone in the industry wants to sell you a credit card. Don't be fooled by the offers. Nowlet‘s consider emotions mechanism. In the first stage, the person is exposed to some stimulus whichcauses some physiological changes which lead to some raw affect. As in, the marketers of the creditcards provided by banks and financial companies tend to show the consumers either the good sideof using a credit card in order to promote theirs, or the bad side of using other competitors‘ cards.

The advertisements have a tendency of presenting a million usages for the brilliant visa card likebuying a house, purchasing a gift for the loved ones; do the usual grocery shopping and many

others. Then, ―cognitive appraisal‖ occurs where the context and importance of the stimulus istaken into account very quickly. All of that then leads to a specific emotion. The music used alsocan manipulate the consumers‘ emotions and then push them to purchase. For exampleMasterCard is positioned on the emotional platform rather than on the rational platform that Visauses. The brand has the famous campaign ―There are something‘s money can‘t buy, for everything

else there's MasterCard‖. The campaign known as Priceless campaign was launched in 1996.The

campaign executed by Mccann Erickson rejuvenated the sagging fortunes of the brand during 1996.The brand at that time was facing disaster, the sales were sliding and the competition from Visa wasslowly pushing Mastercard to oblivion. The Priceless campaign was indeed Priceless for the brand.

b. Scuba diving:

Have you ever lost your temper? Or said something in a moment of anger, which you laterregretted? There's nothing wrong with feeling strong emotions, yet there are plenty of negativeemotions that we may wish to control. I am an avid scuba diver and it has recently occurred to methat the basic principles of diving can apply to life and be used to control negative feelings andunpleasant situations. SCUBA was invented during the Second World War by Frenchman JacquesCousteau, who called it the 'Aqualung'. Scuba diving is swimming underwater using SCUBA (Self Contained Underwater Breathing Apparatus). Using a cylinder of compressed gas to breathe(usually air, but sometimes other gases), scuba divers can stay underwater much longer than wouldbe possible by just holding their breath. Emotional SCUBA is a system to control our negative



feelings and reactions and consequently stay calm longer and spare some time to appreciate natureand unite with the world around us.

c. Orthodontist:

Most practices are now spending more time, energy, and money on marketing to boost stagnant

new patient growth. Unfortunately, few doctors track how effective their front desk is in convertingresulting inquiries into new patients. Doctors who offer cosmetic and aesthetic procedures,

orthodontics, or surgical procedures to improve a patient‘s appearance should focus on the

significant psychological and mental benefits that their services provide. Improving the patient‘s

sense of self-esteem and self-worth is critically important in the patient‘s buying decision. When

your marketing communicates these benefits to patients, they are better able to understand (and

justify) the true value of the investment. Also, doctors should carefully explain how their services

can improve their patients‘ dental and general physical heath, and make them feel better. The

benefits of good dentistry to the patient‘s health has been one of the ―best kept secrets‖ for years.

While consumer emphasis on cosmetic appearance wanes, there is a growing interest on health

improvements, with more and more correlation between oral and overall health coming to light.

Now‘s the time to utilize this to your advantage through proactive marketing! For general dentists

and periodontists, focusing on the scientifically proven link between periodontal disease and

increased risk of heart attack, stroke, diabetes, problem pregnancies, etc. is critical. Moreover, a

recent study conducted by Aetna and the Columbia University College of Dental Medicine has

demonstrated that proper periodontal care can result in lower overall medical costs and reduced

health risks for patients with diabetes, coronary artery disease, or cerebrovascular disease. For

example, Proctor & Gamble recently changed its marketing focus in promoting its new Crest Pro-

Health toothpaste away from cosmetic to general health benefits. If Proctor & Gamble, who devotes

hundreds of millions of dollars to marketing and advertising each year, says it has committed to this

adjustment in its marketing focus, shouldn‘t you?

d. Soy milk:

The greatest marketing trick ever devised. Now I'm not saying soy milk is all bad, butjust realise it

doesn't have anything to do with milk. It's of course from ‗beans '. So if you like soy milk, no

problem, have some artificially fortified beans - it's got some nutrition, but look to have at least one

other serve of real milk each day. This was a wake-up call. People were asking, "If soy does this to

birds, what is it doing to us?" National health agencies and physician associations of some

countries have warned their populace to exercise caution in using soy based infant formulas. In the

U. S. two of the Federal Drug Administration's own researchers, Daniel Doerge and Daniel

Sheehan, have stepped forward to protest their own agency's allowance of health claim labeling

regarding the effects of soy protein on coronary health. In a letter to the FDA, they cite their deep

disturbance over potential risk to the public by the FDA's failure to require that the same

safeguards be put in place for soy use as for estrogenic (prescribed hormone substances) and

goitrogenic drugs (thyroid medication), i.e., that people be informed of the risks and be under a

physician's care while using it.

4. What strategies can be used to change the components of an attitude?



8 factors may account for inconsistencies:

Lack of Need.

Lack of Ability.

Failure to Consider Relative Attitudes.

Attitude Ambivalence.

Weakly Held Beliefs and Affect.

Failure to Consider Interpersonal Influence.

Failure to Consider Situational Factors.

Measurement Issues.

Attitude Change Strategies

Change the Cognitive Component:

Consists of consumer‘s beliefs and knowledge

For most attitude objects consumers hold a number of beliefs

Each of these beliefs reflects knowledge about an attribute of the product/brand

The total configuration of beliefs makes up the cognitive component of the product/brand

Many beliefs are evaluative in nature

Change the Affective Component:

Feelings or emotional reactions to an object

May be a vague ‗global‘ feeling to the product, or be based on evaluation of specific attributes

Most beliefs have associated affective reactions or evaluations

Beliefs are subject to situational influences

Individual beliefs may be evaluated differently by different individuals, but some beliefs seem to

be consistent within cultures

Change the Behavioral Component:

Tendency of attitude holder to respond in a certain manner to an object or activity

Behavioural component provides response tendencies or behavioural intentions

Actual behaviours reflect these intentions



Generally directed towards an entire object (to buy or not to buy)

5. How can firm cause problem recognition? Give Examples.

The first stage in the consumer decision process which occurs before decision making begins. The

recognition of a problem is the result of a discrepancy between a desired state and an actual state

that is sufficient to arouse and activate the decision process. The kind of action taken by

consumers in response to recognized problems relates directly to the situation, its importance to

the consumer, and the dissatisfaction or inconvenience created by the problem. The level of an

individual's desire to resolve a particular problem depends on two factors: (1) the magnitude of the

discrepancy between the desired and actual states and (2) the importance of the problem. Relative

importance is a critical concept because all consumers have budget constraints, time constraints, or

both. Only the relatively more important problems are likely to be solved. In general, importance

is determined by how critical the problem is to the maintenance of a desired lifestyle. A

discrepancy between what is desired by a consumer and what the consumer has is the necessary

condition for problem recognition. A discrepancy can be the result of a variety of factors that

influence consumer desires, perceptions of the existing state, or both. Marketing efforts can

influence problem recognition. There are two basic approaches to causing problem recognition.

These are generic problem recognition and selective problem recognition. These are analogous to

the economic concepts of generic and selective demand.

Generic problem recognition involves a discrepancy that a variety of brands within a

product can reduce. Generally, a firm will attempt to influence generic problem recognition when

the problem is latent or of low importance and: (1) It is early in the product. (2) The firm has a

very high market share. (3) External search after problem recognition is apt to be limited. (4) It isan industry wide cooperative effort.

Door-to-door sales for some products often attempt to arouse problem recognition in part because

the salesperson can then limit external search to one brand. Likewise, cooperative often focuses on

generic problem recognition.

Selective problem recognition focuses heavily on the advertised brand. Business firms attempt to

cause selective problem recognition to gain or maintain market share, while generic problem

recognition generally results in an expansion of the total market.

A controversial suggestion is to create ―false‖ problems or unsatisfied needs and ―wicked‖ wants

through advertising and promotion, which can then be satisfied by the promoter‘s product. But, is

―creation of desires‖ really possible? Do ads and salespeople create problems like ―waxy yellow

buildup,‖ ―houseitosis‖ (smelly house) and ―dog breath‖? Do ads manufacture a problem by

saying something like, ―The dirt you can‘t see‖? Who knew they needed fabric softener before

Downy came along or furniture perfume until Febreze debuted? Do marketers sometimes offer

solutions for invented problems? Are they selling us a bill of goods we do not want or need? If this

is all true, then we must deny the concept of consumer sovereignty and admit that we are all dupes

in the hands of marketers. However, the marketing concept suggests that needs and wants preexist

products. Needs are not for products — products are for needs! Marketers do not create wants —

http://www.medialine.de/english/know-how/dictionary-of-marketing.php?snr=1515
















they create want satisfiers! In each of the preceding examples, the wants must have pre-existed the

marketers. Perhaps the wants lay below the surface of consciousness — latent (subconscious,

covert,) needs — but they were there nonetheless. Demand cannot be created — it can only be

discovered via consumer research and then satisfied via marketing activities. The best evidence we

have of this is the astronomical failure rate of new products, which is anywhere from 35% to 90%

depending on the product-market. If there was a formula for creating desires, surely all marketers

would use it and thus never fail! Consequently, the strategy recommendation is not to ―create‖

needs but rather to make people aware oflatent (covert) problems they had not given much thought

to or were unaware of. Much public service advertising awakens problem recognition (e.g.,

―Friends don‘t let friends drive drunk‖). The Oral B Indicator toothbrush, which changes color

when it is worn out, heightened consumer awareness of the need to dispose of.

Documents

Consumer Behavior Assignment 2