Effects Of Removing Extrinsic Branding Cues On Taste Perception

To start, we must understand that the approach to the brand is different for non-users and ex-users. Non-users have possibly never tried our product, whereas ex-users have but have rejected it. Building awareness of our product to non-users may be necessary. Conversely, ex-users are all aware of our product but do not have an affinity for Roaring Fork Beer. Furthermore, we must identify whether the reason our product is rejected is sensory or perceptual. The case, there is a great deal of supportive evidence that leads us to believe the insight is sensory. Describing the taste as “chemically, gassy, bad and flat” are descriptive and tangible. Since our targets dislike the taste, we have the option of investing in either changing the

Today’s society is faced with a plethora of media appealing to their emotional state by advertising the basic human need, to eat. The images that we see each and every day of our lives appear in media such as, magazines, billboards, television, during movies, and on the internet. These images are artfully recorded as film or photographs in such an advanced way that they tempt and tease our senses, inviting us to purchase and eat such a wonderful product (Cyberpat.com, 2013). Our senses are bombarded with messages constantly and are extremely sensitive to the messages they receive. The sense of sight and sense of smell are particularly sensitive and have a special connection with the processing of messages that affect the emotions Croy, Schirato and Webb, 2004). This is often referred to as The Hedonic Experiential Model. It is refers to the way consumers process information based on the concept that purchasing decision may be spur of the moment or irrational. This model reflects the emotions of the consumer, which more than likely, have been influenced by advertising or visual propaganda. (Clow) It is with little wonder that advertising or mass media propaganda, are expressed utilising the senses, and in particular, the sense of sight (Alden and Steenkamp et al., 1999).

Part 1 The way people perceive taste is impacted by a number of factors. These include, but are not limited to, age, weight, hormones, sickness and disease, smoking, and diet. Diet is the factor that this paper focuses on. Diet is impacted by the way people taste in that people are used to eating a certain amount of additives and preservatives. Some eat a very low amount, while for others, everything they eat contains additives and preservatives. There is a large range, but this paper will be focusing on two sides: people who eat a moderate to high amount of additives and preservatives in their daily life —this group will be referred to as Group 1—and people who eat very little to none—this group will be referred to as Group 2.

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Contrary to Coca-Cola executives’ beliefs, the “Pepsi Challenge” didn’t necessarily prove that people preferred Pepsi to Coke; it just suggested that, when blindfolded, people preferred a small amount of Pepsi to the same amount of Coke. Louis Cheskin’s success as an advertiser is notable because it proves that people don’t always know what they want; they have to be told. In the case of margarine, for instance, people weren’t consciously aware that they would respond to margarine wrapped in attractive gold foil—it wasn’t until Cheskin released margarine of this kind that people “discovered” their attraction to such a product. It’s also important to notice that Cheskin didn’t change the taste of margarine; rather, he only altered the product’s presentation. Good packaging can be very important because it catches customers’ eyes and convinces them that the product itself is good, too.

“You’re not buying the product, you’re buying the brand.” The 2013 movie Syrup follows the career of Scat/Michael as he goes through his ups and downs—with fellow marketer Six—in the marketing industry. In a span of an hour and a half, the movie depicts how the marketing industry works and how powerful it can be in influencing its consumers. Syrup, directed by Aram Rappaport, shows how important image is in the marketing industry. It stresses that it does not matter what a product looks like or tastes like.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Most of the time consumer uses the preference of their five senses and sometimes retrieving information from their past purchase. Notice that in any of those ways, packaging has the impact. The role of packaging has increasingly raised its bar to one of those significant tools for marketer’s to attract consumers. Packaging acts as a silent communicator, salesman and outfit for the product. Some products wear more expensive outfits than others depending on what marketers is trying to emphasize for their target audience. Orth, Campana, and Malkewitz (2010) stated that designing packaging is an essential part in anticipating a brand image. Sometimes it is designed to carry an impression of being a high quality product while some other time it may design to signify that the price is affordable Orth et al., 2010; Ahmad, Billoo; Lakhan (2012). Consumer’s first impression when encountering product is crucial. It can upgrade or damage the brand. Abrams, E. (2010) stated in “Brand Identity meets Economics of Scales,” that everything seem on the store’s shelf designate the first impression of the brand to consumer. The major cause of success of both brand identity and economics of scales is the brand itself

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.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Understanding how consumers respond to food labels is an area of research that has attracted much attention recently.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

The purpose of this study was to find whether the packaging of food (brand name or generic), alongside how it’s presented, effects food preference. It was hypothesized that presentation and food packaging (brand name or generic) may affect food prefence. 31 UCCS Undergraduate PSY 2110 students were involved in the experiment; 24 were female and 7 were male. Both groups were split into separate rooms where they were administered a cookie first on a fancy napkin and then unknowingly on a bathroom napkin. There was no significant interaction between napkin type and the packaging main effects, but significance was found in the napkin main effect, unlike the packaging main effect. This suggested that packaging has no effect on food preference.

A trip to the local grocery store seems like a mindless everyday activity of providing nourishment and basic needs for your family. However, many consumers fail to realize how much consideration, time, and money is allocated by businesses attempting to understand why consumers buy products over other similar products. In Klein’s “No Logo” article she provides the history of branding and how companies have evolved their techniques to attract consumers. In Satel and Lilienfeld’s article “The Buyologist is in” they provide information regarding scientific methods researchers use, mostly focusing on neuromarketing, to penetrate the subconscious mind and market directly to consumer’s brains, bypassing their conscious minds. The efforts of branding and neuromarketing have significant impact on how consumers purchase the items presented to them. In the article from Huang & Zhou, “Negative effects of brand familiarity and brand relevance on effectiveness of viral advertisements” they open the discussion on advancements in technology and social media used by consumers that leaves companies attempting to understand the most effective way to reach their audience. Considering that there are significant amounts of money invested in neuromarketing, branding products, and developing the company’s lifestyle brand to attract loyal customer’s companies should ensure their methods are effective. Strategic branding isn’t focused on the product, but it creates a feeling within the