CONSUMER

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).

The advertising appeal used is encoding message.

Humor
FEAR
SEX APPEAL
Comparative Advertisement
COMMUNICATIONS IN MARKETING

• Impersonal vs.
interpersonal
• Formal vs. informal
 Interpersonal vs. impersonal
Interpersonal Impersonal

• People are treated as unique • People are treated as objects

individual
• People communicate in an “I-It”
• People communicate in an relationship. Each person has a
“I_Thou” relationship. Each role to perform.
person is special.
• There is mechanical, stilted
• There is a true dialogue and interaction, rather than honest
honest sharing of self with sharing of feelings.
others.
• Impersonal communication
• Interpersonal communication involves communication with
often involves communicating people “such as a sales clerk” –
with someone you care about. some you have no history with
and expect no future with them.
 Communication Interference
Selective exposure
consumers’ selectivity in paying attention to
(advertising) messages
Time shift
by recording TV shows and viewing them at
their leisure while skipping over commercials
Psychological noise
in the form of competing advertising messages
or distracting thoughts can affect the reception
of a promotional
Overcoming psychological noise
 Repetition
 Contrast
 Digital technologies
 Effective positioning and providing value
 Traditional media
Broadcast
One-way
Directed at groups
Narrowcasting
Broadcasting

Not customized or
interactive
versus

Less accurate feedback,

delayed feedback
New media
Narrowcast
Two-way
Addressable
Customized
Interactive
Response-measurable
 BROADCAST MEDIA (MASS
MEDIA)
• Traditional media – broadcast media – mass
media-
channels where all receivers receive the same
one-way messages from marketers
NARROWCASTING (NEW MEDIA)

1. Addressable

new media are

channels of 2. Customized
narrowcasting,
defined as means
that permit
marketers to send 3. Interactive
messages that are:

4. More response-measurable
DESIGNING PERSUASIVE MESSAGES

Decisions that a marketer must make in designing:

• Selecting images
• Using +ve or –ve message framing
• Choosing between 1 sided or 2 sided messages
• Selecting order of presentation.
 IMAGES AND TEXT
VISUAL COMPLEXITY:
• FEATURE COMPLEXITY
• DESIGN COMPLEXITY
Marketers should use their findings to enhance the ads’ STOPPING POWER

Eg; use of word simple,simply , easy

FEATURE
COMPLEXITY
DESIGN COMPLEXITY
MESSAGE FRAMING

POSITIVE FRAMING NEGATIVE FRAMING

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)

Stresses of +ve Avoids stresses

POSITIVE FRAMING NEGATIVE FRAMING
1 SIDED AND 2 SIDED MESSAGES

• 1 SIDED: marketer pretends that its products are only one of a kind, use only +ve factors for
products & pretends competitors does not exist

• 2 SIDED: company acknowledges competing products.

When competition exists, 1 sided messages tend to lose credibility.

ORDER EFFECTS

• 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

 wordplay (or pun) is a witticism that

relies for its effect on playing with
different levels of language
 Things like jingles and little rhymes
can actually be a powerful memory
tool.
 Wordplay has the power to help
you stand out of the crowd and
present a unique twist.
Sexual Appeals

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
COMMUNICATION
• Immediate feedback.
• Effective personal selling.
• Helps salesperson to pitch
accordingly.
• Experienced person updates
his presentations on the basis
of audience response.
• “This material will probably be
on the next exam.”
IMPERSONAL
COMMUNICATION
• Feedback is very important –
wrong message reaches
many instead of one.
• Mainly 2 methods of
feedback collection
 Inferred feedbacks.
 Buying or not buying a
product.
 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

PEOPLE DO NOT BUY GOODS

Emotional brain is quicker
& SERVICES. THEYthan BUYrational brain.
Emotions affects one’s actions and consumer
RELATIONS, STORIES, AND
behavior.
MAGIC.
We humans always tend to attract the opposite gender. So we
see gender-based appeals in different brands of perfumes,
apparels, watches, jewelry, etc.
• According to Freudian
psychology, all individual
have the “id” part in them, i.e.
the primitive pleasures.
• Brands of product categories
like coffee, deodorants,
fashion wear, and other
personal accessories use this
“id” factor for making
advertisements.
 INDIAN CONTEXT AND STEREOTYPES OF
WOMEN
• Indian advertisements portray RELATIONSHIPS.
• Especially
o “mother who chooses the BEST nutrition for her son”;
o “a grandmother who suggests the best hair-oil for her grand daughter
living in city”;
o “ a daughter who contributes to her family’s expenses”;
o “ a daughter-in-law who consults her mother-in-law for recipes”;
o “ a wife who is always concerned about her husband’s health and
chooses the best cooking oil” ;and so on.
• Brands of nutritional drinks, dishwashers, cosmetics, etc.
uses such appeals.
 INDIAN BRANDS AND STEREOTYPING OF
WOMEN
• Marketers exploit the stereotype of “SMART HOME-MAKER”,
especially in India.

• The role of a caring, warmth and loving mother is transferred to

the brand.
Titan Raga
 CHALLENGES OF BRAND MANAGERS
India is a land of diverse culture.
And this diversity has only increased with westernization.
Brand managers cannot remove their ads overnight, because
it would question the very existence of it.
Especially those brands which portray women for appeals, has
a very tricky job. They have to balance tradition and
permissiveness.
BRAND COMMUNICATION,

& LIFESTYLE APPEALS

BRAND RELATIONSHIPS

• There has been a radical shift in brand communication through

digital area.
• Most brands chose lifestyle appeals. They’ll compete for their
“share of identity” and at a phase, this will lead to limitations of
using lifestyle appeals.

RELATIONSHIPS
• Abusive relationship
• Committed relationship
• Dependent relationship
• Master-Slave relationship
• Adversarial relationship
• Communal relationship
• Exchange relationship
• Secret Affair relationship
THANK
YOU