Consumption Analysis Report #1

My Brand/Product Approved: Apple Name: Tony La Rosa

Chapter 3:

1. Specific Topic/Concept of Your Choice: Sensory Marketing

Definition of topic/concept in your words:

Sensory marketing is a tool used by companies to improve the effectiveness of their
marketing efforts. The idea is to appeal to at least one of the senses that leads to positive
responses and ultimately purchasing of the product or service. This is an important and useful
tool because humans perceive the world through their five senses and tapping into one or more of
these senses will have a significant impression on consumers.

Application of topic/concept to your brand/product:

Apple is one of the best companies in the world in utilizing sensory marketing. According
to entrepreneur.com, “Apple is more touchy-feely. The iconic computer giant displays sample
products in clever, carefully plotted ways that tempt shoppers to reach out and play with them.”
In creating commercials, Additionally, Apple ensures that their commercials highlight their
products in a sleek, clean, and colorful way to engage the sense of sight. For example, Apple
does a great job of this by offering iPhones in a wide array of colors. Showcasing bright and
sleek products make it difficult for consumers to resist purchasing them.

2. Specific Topic/Concept of Your Choice: Augmented and Virtual reality

Definition of topic/concept in your words:

Augmented and virtual reality is a way to engage most of the consumer’s senses. It goes
even further by essentially transporting a consumer into another dimension through the use of
virtual reality headsets. The consumer’s sense of sight, sound, and sometimes touch is fully
engaged because these headsets cover the eyes and ears that practically serve as an escape from
reality. These devices can even mimic the sense of touch by responding to hand movements and
with the use of connected gloves. Augmented reality is less engaging by merging the virtual
world and real world.
Application of topic/concept to your brand/product:
Apple applies this concept by offering augmented reality features on their devices. With
this feature, consumers can download applications that utilize these features and can perceive the
world through augmented reality. Additionally, Apple recently released the Apple Vision Pro,
which is Apple’s own virtual/augmented reality headset. The headset allows consumers to
perform the same tasks on a phone, but through augmented reality. This means that consumers
are essentially one with their devices because it is hands-free, and they can view these
applications in the world around them. Their headset also has virtual reality, which means
consumers can fully immerse themselves in the digital world.

3. Specific Topic/Concept of Your Choice: Perceptual Positioning

Definition of topic/concept in your words:

Perceptual positioning is a tactic companies use to identify themselves in the
marketplace. Companies attempt to direct how consumers perceive a company or product
through pricing, promotions, demonstrations, etc. Companies engage in various activities to
achieve positive perceptual positioning. This is important because this will determine consumer
behavior towards a product or brand

Application of topic/concept to your brand/product:

In Apple’s case, they aim to position themselves as a luxury brand, which separates them
from their competitors. They achieve this by highlighting a “higher-class” lifestyle in their
commercials and advertisements. Also, Apple ensures that their stores are intelligently designed
that offers a luxurious experience. Apple stores have great layouts where consumers can easily
test out products, which adds to the prestigious image of Apple. Lastly, Apple’s prices make
consumer’s perceive Apple as a high-end brand that is reserved for the upper-class. Apple’s high
prices creates a coveted factor because owning an Apple device is a sign of higher status.

Chapter 4:

1. Specific Topic/Concept of Your Choice: Classical Conditioning

Definition of topic/concept in your words:

Classical conditioning in marketing is a form of associative learning where consumers are
trained to associate certain things with a brand or product. These can be a sound, image,
scenario, person, etc. This is an important concept for companies and marketers because classical
conditioning can create strong brand loyalty and lead to increased sales.
Application of topic/concept to your brand/product:
Apple applies classical conditioning in many ways to increase brand loyalty and solidify
perceptual positioning. Apple spends millions or even billions of dollars every year to promote
their products in unique ways to highlight their innovative and sleek products. This spending
pays off because this has led to consumers associating their offering with quality and
sophistication. According to voymedia.com, “The company has used classical conditioning to
build brand loyalty among consumers. For example, when consumers see the Apple logo or hear
the iconic “ding” sound that plays when a Mac computer starts up, they may experience positive
emotions and associations with the brand.” Additionally, Apple’s most successful product is the
iPhone. It has been one of the most sold smartphones for many years, which is why when most
consumers hear “smartphone” their minds go straight to an iPhone. Lastly, Apple was the
company that made the use of touchscreens mainstream, which is why most consumers will think
of Apple when thinking of touchscreen devices.

2. Specific Topic/Concept of Your Choice: Instrumental Conditioning

Definition of topic/concept in your words:

Instrumental conditioning is the concept that individuals perform behaviors that result in
positive outcomes and limits or eliminates behaviors that result in negative outcomes. This is
important for marketers to know because they must know which outcomes are positive for
consumers and which are not. For companies and marketers to take advantage of this concept,
they must understand their market and what they what from products. A good example of
instrumental conditioning is when a company has a reward system for consumers.

Application of topic/concept to your brand/product:

Apple does a great job utilizing instrumental conditioning in various ways to keep
consumers engaged and purchasing more. First, Apple utilizes instrumental conditioning in their
user interface design. A big reason Apple devices are so popular is because of how powerful their
devices are yet simple to use. The learning curve for an Apple device is much shorter compared
to competitors like Samsung. Apple’s user interface is simple, straightforward, and rewarding.
Their interface is rewarding because of the animations and satisfying click sounds when using
their devices. Second, Apple uses push notifications and alerts strategically that gets consumers
engaged. These features encourage continues interactions with Apple’s product and devices by
sending consumers notifications about recommendations, application updates, and reminders.
Lastly, Apple incorporates a reward system within their devices, which gives positive
reinforcement for desired behaviors. When consumers achieve a goal or complete a task on their
devices, they are rewarded with pleasant auditory and visual feedback. These rewards come in
the form of sounds, badges, and animations. For example, there are a specific number of badges
you can get on an Apple device. You get these by performing specific tasks on your device, and
this creates consumer engagement because consumers would want to complete the collection of
badges.
 Chapter 5:

1. Specific Topic/Concept of Your Choice: Mood Congruency

Definition of topic/concept in your words:

Mood congruency is the idea that our emotions control the way we judge things and
make decisions. From a marketing standpoint, it is the idea that consumers make purchasing
decisions based on their current mood. It is called this because a consumer’s decision will match
his or her emotions. This is important to know because knowing this will help companies focus
on promoting positive moods in stores and make sure consumers have a fun and enjoyable
shopping experience.

Application of topic/concept to your brand/product:

There is no doubt that Apple incorporates a lot of strategies to make the idea of mood
congruency play in its favor. First, Apple focuses on creating unique and fun retail store
experiences. Apple stores are uniquely designed to reflect the sophistication, sleekness, and
innovation of their products to enhance the shopping experience. Displaying devices and
allowing consumers to freely test their products had been a unique strategy Apple has used to
motivate consumers to visit stores and purchase their products. Second, Apple’s marketing
campaigns promote strong, specific emotions that encourage consumers to buy their products.
According to an article found on LinkedIn.com, “Apple's marketing success can be attributed in
part to its use of emotional appeals. By tapping into customers' desires for status, luxury, and
innovation, Apple creates a sense of excitement and anticipation around its products.” Lastly,
they focus on sending out positive brand messaging that emphasizes creativity, innovation, and
differentiation. For example, Apple’s slogan, “Think Different,” carries out the message of
simplicity, creativity, and innovation. All of these strategies are designed to put consumers in a
good mood and to get consumers excited enough about their products to purchase them.

2. Specific Topic/Concept of Your Choice: Product Involvement

Definition of topic/concept in your words:

Product involvement refers to the degree of attention, interest, and personal relevance a
consumer has towards a product. The goal for marketers is to get consumers to tie closely with
the products, which will increase involvement. Brand loyalty is when a consumer exhibits high
product involvement. Some strategies that companies use to increase product involvement
include DIY, co-creating, mass customization, and gamification. It is important to know and
understand product involvement because it shows how close a consumer is to a product and how
to increase consumer purchases.
Application of topic/concept to your brand/product:
Apple has many different and unique ways to foster high levels of product involvement
among consumers. First, Apple has spent a lot of resources cultivating a loyal customer base over
the years. Apple now has a very strong brand identify and consumers even identify with the
Apple brand. Consumers are so loyal to the brand because of the emotional connection and the
values of innovation, simplicity, and creativity. Second, Apple fosters high levels of product
involvement because of their innovative product designs. The uniqueness and technology of their
products pique consumers’ interests and encourages them to engage deeply with their products.
Lastly, Apple has perfected an integrated ecosystem of products and services that seamlessly
work together. This increases product involvement because this ecosystem integration
encourages customers to get more than one device to take advantage of all Apple’s unique
offerings.

Chapter 6:

1. Specific Topic/Concept of Your Choice: Wearable Computing

Definition of topic/concept in your words:

Wearable computing is the concept of consumers wearing devices on their bodies. These
devices digitally interact with the body and can perform various functions such as tracking a
person’s number of footsteps, heart rate, blood pressure, and sleep. This is important for
companies and marketers to incorporate because consumers are becoming increasingly interested
in wearable technology because of the futuristic aspect and numerous applications. Offering
wearable technology can also serve as a gateway for consumers to be exposed to other offerings.
Additionally, wearable technology is an attention-getter because of the uniqueness it offers and
the advanced tasks they can perform.

Application of topic/concept to your brand/product:

Apple takes advantage of wearable computing by adding the Apple Watch to their wide
array of products. Apple released the first version of the Apple Watch in 2015 and has released
many upgraded versions since. According to median.com, “Apple does not release specific sales
figures for the Apple Watch, but analysts estimate that Apple has sold over 100 million Apple
Watches to date. This makes the Apple Watch the best-selling smartwatch of all time.” This
shows how positively consumers respond to wearable computing and why companies should
include them in their offerings. The Apple Watch sells particularly well because of its seamless
integration with all other Apple devices. The Apple Watch allows consumers to interact with
their phone without the need to pick it up and can also monitor vital signs. A unique selling point
of the Apple Watch is its style. The Apple Watch is available in many colors and different types
of wristbands that are very stylish.
 2. Specific Topic/Concept of Your Choice: Gender Identity

Definition of topic/concept in your words:

Gender identity refers to the way an individual identifies themselves in terms of gender.
For some individuals, their gender identity differs from the gender they were assigned to at birth.
It is important for companies to grasp this concept because it can greatly affect the relationship
with consumers. Companies need to show that they will cater and support each person’s gender
identity. Companies can do this by respecting people of all genders by promoting equality,
inclusivity, and dignity. Companies have been emphasizing more on respecting people’s different
gender identities lately because of the emerging woke culture. Companies try very hard to be
open-minded and not to offend anyone.

Application of topic/concept to your brand/product:

Apple is a company that does a lot to show its support and respect to people of various genders.
Inclusion, diversity, and equality is deeply rooted in the work culture at Apple. Apple ensures it
does the same when it comes to marketing and designing products. Apple designs its products
and services to be inclusive of all gender identities. They do this by including diverse emoji
options, customizable user interfaces, and inclusive language within their software. Additionally,
Apple makes sure that people of different genders are properly represented in marketing
campaigns. Apple wants to send a message of visibility, support, and acceptance for all
individuals of different genders. Lastly, Apple offers customization options for its products
allowing users to freely express themselves, which makes them feel heard and appreciated.
Apple does this by offering consumers design options, color options, and personalization
options.

Chapter 7:

1. Specific Topic/Concept of Your Choice: Brand Personality

Definition of topic/concept in your words:

Brand personality is the concept that people attribute a set of traits to a brand or product.
Consumers care greatly about brand personality when choosing a product because purchasing the
product can affect how other people view them. Consumers usually buy a product because of its
favorable band personality. It is very important for companies and marketers to emphasize
creating an appealing brand personality that will attract and resonate with consumers.

Application of topic/concept to your brand/product:

Apple has created a brand personality that reflects a person that is fancy and highly
successful. Apple promotes its products as luxury items that symbolize status and wealth. This
brand personality is very effective from a marketing perspective because many consumers want
to own these products to show others that they are wealthy and have high standards. This type of
brand personality is why Apple can price their products extremely high and still sell millions of
units every year. Even consumers of lower income market segments purchase Apple products
because they want to look and feel successful, wealthy, and sophisticated. Apple users sometimes
even look down on others that do not own Apple products because other products do not
symbolize wealth and success like Apple products do.

2. Specific Topic/Concept of Your Choice: Lifestyle and Consumer Identity

Definition of topic/concept in your words:

A consumer’s lifestyle is how a consumer lives, which plays a big role in their
consumption patterns that reflects how they choose to spend their time and money. These
patterns are what make up a consumer’s identity. Companies and marketers must focus on the
lifestyles and consumer identities of their target markets to effectively compel and convince them
to buy their products and services.

Application of topic/concept to your brand/product:

Apple targets consumers with glamorous lifestyles and consumers who aim to attain such
lifestyles. Consumers who identify themselves as wealthy, successful, and powerful purchase
Apple products because of the symbol of status it gives consumers and because they take pride in
owning expensive things. Apple has spent millions on associating their products with the rich
and successful through intelligent marketing and innovative product designing. According to
medium.com, “Apple has been effective in building a solid brand reputation and a devoted
consumer base by connecting its products to a desirable lifestyle and indicating personal
characteristics. Apple Watches, MacBooks, iPads, and iPhones are frequently seen as status
symbols and lifestyle choices. In psychology, it is called self-signaling and is a very effective
form of marketing. Apple has effectively utilized self-signaling in its marketing strategies.”

3. Specific Topic/Concept of Your Choice: Product complementarity

Definition of topic/concept in your words:

Product complementarity occurs when different products of a brand relate to each other
and compliment each other. Product complementarity can be especially effective when
companies highlight that purchasing a product enhances the use of another product. This is
important because this creates more consumer engagement, customer loyalty and sales.
Application of topic/concept to your brand/product:
Apple is the king of product complementarity because of their extensive product
ecosystem. All Apple products complement each other because of how seamlessly compatible
they are to each other. Many Apple consumers have more than one type of product because of
how different products enhance their use of each other. For example, consumers that have an
iPhone will be more inclined to purchase an Apple Watch because of how well they perform
together. An Apple Watch enhances the use of an iPhone because consumers can perform many
iPhone tasks straight from the Apple Watch without reaching out for their iPhone.

References:
Ceren. (2023, June 5). How Apple uses consumer behavior and psychology in its marketing
approach. Medium. https://cerenm.medium.com/how-apple-uses-consumer-behavior-
and-psychology-in-its-marketing-approach-42cee4b90777
Know, W. T. (2024, January 15). Apple Watch Success Story. Medium.
https://medium.com/@waytoknow/apple-watch-success-story-
d8d81b2772ed#:~:text=Apple%20does%20not%20release%20specific,selling
%20smartwatch%20of%20all%20time.
Kundu, B. (2023, June 18). The psychology behind Apple’s marketing success. LinkedIn.
https://www.linkedin.com/pulse/psychology-behind-apples-marketing-success-banhisha-
kundu/
Marketing examples of classical conditioning. Voy Media |. (2024, February 9).
https://voymedia.com/marketing-examples-of-classical-conditioning/
Shandrow, K. L. (2015, January 10). How retailers like Apple Mess with our senses to boost
sales (infographic). Entrepreneur.
https://www.entrepreneur.com/growing-a-business/how-retailers-like-apple-mess-with-
our-senses-to-boost/241248