An Analysis of Coca-Cola's Blog: Cognitive Behavior and Motivation Theories

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This analysis of Coca-Cola's blog will focus on cognitive behavior and on motivation theories in analyzing the effectiveness of this particular communications tool. One aspect of cognitive behavior that Coca-Cola has long emphasized in its marketing is classical conditioning. Coca-Cola marketing presents the beverage as being thirst-quenching. The image of the person drinking a Coke to be refreshed is used with repetition in marketing campaigns and the result is to create a link in the mind of the customer that when he or she is thirsty a Coke can be used to quench that thirst. The blog also seeks to create a specific type of conditioning with respect to the brand. For example many stories on the blog focus on the brand and its associations with helping people out of poverty, either by selling Coca-Cola or through the company's involvement in charitable works. The desired result in that consumers will begin to see Coca-Cola in a positive light. The aim is to create a conditioned response that when somebody hears or sees the Coca-Cola name or brand that there is a positive response. Creating these positive associations does not reflect in direct sales benefit the way that the conditioned response of hot weather and thirst will do, but the positive associations are important when the consumer is trying to choose from among competing products all with roughly the same benefits, for example between Coke and Pepsi. The blog works on this level through an understanding of

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