Indian Institute of Management- Rohtak

Post Graduate Programme

Batch 2018-20
Consumer Behaviour
Linking the theoretical Modules

Group number/name…7/ Aman Pathak, Aditi Sirkek, Esha Soni, Rumi Hajong, Sameer
Garg, Seema Behera, Yash Jalan….

Section…………………B……………………..

Q1. Analyse the video ad on the merit of Consumer behaviour modules listed below:

Name of Ad:

Consumer behaviour Application Explanation

Module
Motivation Intrinsic and extrinsic
motives; physiological or Need for Achievement – The ad focusses on
psychological motives the ambitions and goals of the individuals and
motivates them to not be afraid to dream
bigger.

Involvement Theories-passive, social Passive learning because they are using

judgement or ELM and broadcast media
why you think it is
applicable?

Perception Attention (Stimulus Use of drama – The ad used the stimulus of

properties: personally drama by showing and bringing out the
relevant, use of drama, emotions associated with reaching an
similar target audience, individual’s ambitions and goals
novelty, unexpectedness,
humour): describe the Our target audience caters to the sports
nature of stimulus. enthusiasts and the ad shows the famous
celebrities associated with it
 Perceptual organization Closure – It is trying to convey the information
(Use of Figure and ground, associated with the ambitions of the individual
proximity, closure, and and at the end motivates them to not settle for
why you feel it is less and gives a closure to dream higher
relevant?)

Perceptual interpretation Stereotypes – The ad tries to break the

(First impression, stereotypes that disabled people can not
stereotypes, physical achieve high goals
appearance, halo effect)

Learning Application of Backward conditioning – This is because the

conditioning, forward or company logo comes at the end and our
backward conditioning conditional factor is Nike and unconditional
Priming factor are the famous sports personalities and
Mere-exposure effect their storyline of dreaming
Thin-slice theory

Attitude Source (credible or non- Credible sources since famous celebs are used.
credible, discrepant One sided messages are used. The message
message, bases of type is Climax and nature of appeal is
credibility), Message (one emotional
sided or two-sided, climax
or anti-climax order) and
nature of appeal
Personality Relevance of colours used Black logo of Nike used to portray strength
in depicting brand
personality

Lifestyle and social Family life cycle stages;

class; family; nature of type of interpersonal
social influence influence