Professional Documents
Culture Documents
Consumer Behaviour: Anju Rajan Athira Ashok M Shankar S Sibitha S
Consumer Behaviour: Anju Rajan Athira Ashok M Shankar S Sibitha S
BEHAVIOUR
ANJU RAJAN
ATHIRA ASHOK M
SHANKAR S
SIBITHA S
PERSUADING
CONSUMERS
ANJU RAJ
“Communication is the
transmission of message from a
sender to receiver via a medium
of transmission “
Communication model
Sender
Receiver
Medium
Message
Feedback
Marketers (the message senders) can choose
among number of persuasive appeals when they
design and send advertising messages to
consumers(receivers).
• Impersonal vs.
interpersonal
• Formal vs. informal
Interpersonal vs. impersonal
Interpersonal Impersonal
Not customized or
interactive
versus
1. Addressable
4. More response-measurable
DESIGNING PERSUASIVE MESSAGES
Benefits to be gained on using the product Benefits to be lost by not using the product
Individuals with independent self image (who view Interdependent self view (who view themselves as
themselves as defined by unique characteristics) defined by others)
• 1 SIDED: marketer pretends that its products are only one of a kind, use only +ve factors for
products & pretends competitors does not exist
• PRIMACY EFFECT
• RECENCY EFFECT
Persuasive
Advertising
Appeals
SIBITHA K S
Persuasive Advertising Appeals
Advertising appeals aim to influence the way
consumers view themselves and how buying
certain products can prove to be beneficial for
them.
The message conveyed through advertising
appeals influences the purchasing decisions of
consumers.
The most widely used advertising appeals are:
Comparative Advertising
Fear Appeals
Humorous Appeals
Sexual Appeals
Timeliness Appeals
Comparative Advertising
Comparative advertising is defined
as advertising that compares
alternative brands on objectively
measurable attributes or price, and
identifies the alternative brand by
name, illustration or other distinctive
information.
It’s Promotional technique in which
an advertiser claims the superiority
of its product over competing
product(s) by direct or indirect
comparison.
Comparative Advertising
Sophistication
Negativity
Gender
Promotionvs.
Prevention-focused
Reasonable
factual evidence
Fear Appeals
Fear is also an important factor that can have an
incredible influence on individuals.
Fear is often used in marketing campaigns of beauty
and health products and also insurance.
The company tries to shown the negative
consequences, if the customer fails to use their
products. This creates fear in their minds and
persuades them to buy.
The Life Insurance of India
advertisement says-
‘because things can go
wrong anytime,
anywhere.’ and shows the
mother having a pleasant
time with her child, which
may turn into a hospital
scene.
Guidelines for Fear Appeals
Understand reaction and previous
experiences
Beware the boomerang effect
Behavior change long and complex process
Study relationship with action and anxiety
Determine whether rational or emotional fear
appeal
Repeat advertising over the long term
Accept that some addicts may not respond
Consider alternatives
Humorous Appeals
It is used in many advertisements.
Itis an excellent tool to catch the viewers
attention and help in achieving instant
recall which can work well for the sale of
the product.
1. Humor attracts attention and
enhances liking of the product
advertised.
2. Humor does not harm the
comprehension of ads, and, in
some cases, it actually aids
comprehension.
3. Humor does not always increase
an ad’s persuasive impact or a
source’s credibility. For example,
one study showed that humor
might actually distract from
cognitive processing of the central
benefits of the brand.
4. Humor that is relevant to the
product is more effective than
humor unrelated to the product.
5. Humor is more effective in ads for
existing products than in ads for new
products, and more effective in
targeting consumers who already
have a positive attitude toward the
product.
6. Using humor is more appropriate for
advertising low-involvement than high-
involvement products.
7. The effects of humorous ads vary by
the audience demographics.
8. The impact of humor is related to
the receiver’s personality.
For example, higher sensation seekers
were found to be more receptive to
humorous appeals than lower
sensation seekers
Wordplay
Positive
For SENSATION SEEKING
For Extrovert people
Attention-getting value
Negative
Detract from message content
May negatively affect the
product message
Timeliness appeal
MEASURES OF
MESSAGE EFFECTIVENESS
ATHIRA ASHOK M
Nivea Says It's Sorry
For An Ad Boasting
"White Is Purity"
INTRODUCTION
• Ultimate test of marketing
communication is to receive
response.
[purchase of special
brand; vote for a specific
candidate]
• Feedback/ response helps
sender to change or correct
the message, accordingly.
• Feedback and response is an
essential component for both
impersonal and interpersonal
communication.
INTERPERSONAL IMPERSONAL
COMMUNICATION COMMUNICATION
• Immediate feedback. • Feedback is very important –
• Effective personal selling. wrong message reaches
many instead of one.
• Helps salesperson to pitch
accordingly. • Mainly 2 methods of
• Experienced person updates
feedback collection
his presentations on the basis Inferred feedbacks.
of audience response. Buying or not buying a
product.
• “This material will probably be
on the next exam.” Watching or not watching a
movie.
Voting or not voting a
candidate.
Customer satisfaction or
dissatisfaction.
BRAND IMAGERY & WOMEN
• Major challenges of new era- social media, quasi-
westernized lifestyles, cultural sensibilities.
• Brand managers have to keep keen-eye watch on the
environment, like they do for their brands.
• About women,
How are the women portrayed in advertisements?
Not less than men? A multitasking being who
balances home and office?
A responsible mother, caring sister, freedom loving
and capable daughter, decision making wife,
strong daughter-in-law….
A cheerful life who is happy and spreads
positivity?
RATIONAL & EMOTIONAL PARTS OF THE BRAIN
RELATIONSHIPS
• Abusive relationship
• Committed relationship
• Dependent relationship
• Master-Slave relationship
• Adversarial relationship
• Communal relationship
• Exchange relationship
• Secret Affair relationship
THANK
YOU