Consumer Psychology & Marketing Communications

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

In past and recent reports experts tell us that this is accurate and they rely heavily upon trendsetters to popularize new brands for them so that they are successful because often times this can either make or break a company. Now a days marketers are using crafty strategies to win over the hearts of young kids. In today’s youth the age group that market consists of includes kids which are age 6-9 years old, tweens which are 10-13 years old, and teens that are 14-18 years old. For example The

In this reading, I will be discussing the different categories in which advertisers have placed consumers to distinguish them from one another using their values, attitudes, and life-style. According to the writer of American culture and advertisement James B. Twitchell, “the object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost. After roosting, they will eventually think that this is part of their flyway and return to it again and again” (p. 178). The proposition of stereotyping consumer lifestyles is a very effective way of marketing goods and services. The VALS2 strategy of marketing segment, target, and position used by advertisers is based on research; which means, marketers know more about consumer behaviors than what we think. This is an important issue because it’s necessary to raise awareness in society about the advantages and disadvantages that this can bring. After having evaluated all given points; this article is an eye opener for those who have any doubts about what consumers mean to large companies and advertisers.

In the past years advertising through media has significantly impacted the marketing industry. Industries have successfully accomplished impacting children through media by simply incorporating the four p’s of marketing, product, place, promotion, and price according to The American Marketing Association (EBSCO1). Nevertheless, companies thoroughly research information to learn what comes across as appealing to children. For example, companies advertising media incorporated attention grabbers including flashing banner ads, contests, sweepstakes, google sponsored links that matches the individual’s search history, tv commercials, are sneakily capturing the youth’s attention (Media). Cartoon network and Nickelodeon devote all their time entertaining and

Television has a very big impact on how people act. The movie, The Merchants of Cool, proved that people can be persuaded by what they see. Many advertisements are aimed to target the teenage market, since they are the driving force of sales and audiences. People know that teens will do whatever it takes to fit in with their friends. In order for one to appreciate the effects of marketing on teens, one could consider The Merchants of Cool as an example of the sociological factors at play, and the effects of such marketing on school culture and teen values.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

The PBS video, Merchants of Cool is about the merchant and media outlets that target the teenage population with their estimated $150 billion annual spending power. The video looks at how these merchants, through both pop-culture and teen surveys (i.e. cool hunting), give the impressionable teenage market what they want and what today’s top five enormous companies push them to want. Newscorp, Disney, Viacom, Universal Vivendi and AOL/Time Warner are responsible for selling nearly all of youth culture; they are the true “Merchants of Cool”.

“The merchant of cool” is 2001’s special documentary of PBS frontline on culture and mass media, which was produced by “Barak Goodman and Rachel Dretzin”. This documentary explores the heavily dependence of youth on the mass media. This documentary is about the selling and buying of cool. In America mostly consumers of cool are teenagers. In a certain year, hundred billion dollars of their own money spend by the teen agers. While teens influence their parents and fifty billion dollars were additional spend by them. Film studies revealed that, there is relationship among mass media, who frequently sales cool and teenagers. Throughout the film this relationship discussed. Some people affirms that desires and wants of teens expressed by the media. On the other hand, some people believed that, to earn profit, media has created a cool market. Conclusion of this film revealed that many people believed that media and teenagers are in a loop of feedback. It is believed that purpose of this feedback loop has to blend the teen culture and real culture. By blending these two cultures to make a new single culture. No one can determine that which culture will be more influenced. Conglomerates like Viacom, Walt Disney, Vivendi Universal, News Corp and AOL Time Warner, these are some media giants. These media giants own these products and often sold these products to the teenagers. Marketing methods of different companies were studied and researched from these conglomerates throughout this

Teenagers were consuming increasingly each year and so companies decided that targeting them would help make them a lot of money and help the consumeristic economy. Many companies also realized they are a huge part of society because they are the future of this amazing country. they target them in the ads in a way that makes them feel important and that they need these products and it will benefit them. The authors purpose of writing this article is to inform the public of this change that is happening in society. The author is showing that they are shifting to a new type of market to appeal to younger people and encourage them to become great Americans in the future. When the author states that families spend over 10 billion dollars in essential needs for their kids combined they don’t distinguish between the rich and the poor. Rich people more than likely spend more on their kids and spoil them more than poorer families do. Poor families don’t buy their kid the newest advertised product out there they buy them a cheaper one that’s kind of like it. Picture young white teenage girl named Suzie “At 17 Suzie Slattery of Van Nuys, Calif. Fits any businessman’s dream of the ideal teen-age consumer (Courtesy of Life Magazine).” Young rich white girls are a huge target for businesses because they have daddy’s money

These shows and red-carpet events provide an opportunity for celebrities to be photographed wearing designer fashions, which provides allows teensagers to get fashion ideas. Which replicas teenagers to appear “cool” or with the “in crowd”. Also, teenagers can looks at more than one thing at a time online, so online shopping is increasing. After getting idea from these medias, teenagers go out shopping and try to duplicate those trend shown as much as possible. Celebrities are idolized in so many ways.

1. What are the types of reference groups? Please share an example of each from your own experience.

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

mobileYouth provides in-depth analysis of issues facing companies engaging with young consumers worldwide. Each report covers a single strategic subject area--subjects deemed worthy of detailed analysis by  our clients, major industry players who use our studies in their strategic planning. Each report sets up the issues and market conditions, describes the players, cites the market factors, and projects marketplace trends. Written clearly and concisely, each report makes full use of charts and graphs to present market data and projections. It is important for us that our information is as reusable as possible and where required charts, tables and graphs are presented in a format which can be easily extracted and re-used in presentations and reports. First launched in 2001, mobileYouth is an ongoing study of the behavioural and consumption trends of young people worldwide hence there is no project start or end date – all research work is