Feelings in regards to consumer psychology are important to understand, as they help form attitudes about a product/service (and as we know attitudes are an essential understanding). Feelings can be either an affective or reactive state; affective being the consumers current mood, and reactive being the feelings during product or advertisement consumption. These feeling can [...]
Consumer Attitudes are global evaluative judgements – what we like or dislike. In business it’s our universal objective to give consumers more reasons to ‘like’ our product, service, organisation & brand to potentially acquire new leads. If our business doesn’t have a favourable attitude in the consumers mind – they’ll take they’re business elsewhere – [...]
As a consumer, our world is cluttered…We’re drowning in advertisements – but don’t worry it will change…well not for the better. As marketers become cleverer by finding new ways to get to the consumer, we’ll be faced with more advertisements. Even if we wanted to, living in modern society makes it impossible to give our [...]
Attention in marketing is the act of keeping the consumer’s mind closely on something – their mental concentration. At this point, you focus is right here, however if someone were to walk into the room, your attention would be directed elsewhere. Intensity is also to be considered – this is the intensity of which attention [...]
Cognitive psychologists decompose the humans’ mental capacity into three parts, which can be effectively applied to our marketing strategies in regards to attention. The three modes are: Sensory memory – used when initially analysing a stimulus Short-term memory – where the main thinking occurs – stimulus passed from sensory memory is interpreted in collaboration with [...]
We’ve talked about how a consumers opinion is formed, but how can we influence their opinion formation? Claims Advertisements which make stronger claims about a brands benefits, will make a stronger impression on a consumer’s opinion than that containing weaker claims. A strong claim will be: Relevant - connect with a consumers real life Content - the [...]
Opinion formation is critical to understand in marketing, as it may affect the way a consumer develops a belief, feeling or attitude towards our product. Obviously we endeavour to develop a campaign in which consumers interpret the stimulus as favourable or positive. Let’s take a look at what we should be aiming for. Stimulus categorisation The [...]
Intentions are subjective judgements about how we think we will behave. Understanding consumer intentions is an important skill-set to possess, as any organisation needs to know what demand they need to meet. Products that either sell out or are sent back to the manufacturer are examples of consumer intentions not forecasted correctly. Going beyond simply [...]
Persuasive communications are the right messages, that connect emotionally with the target audience and contain key insights or a big idea. Broadly, there are four different types of messages: product, service, planned and unplanned.
Advertising and society is intimately connected, with the potential to offend, advertisers must decide what is appropriate, as well as to consider the ethical, legal and regulatory impacts.
