Consumer Psychology
The topic that my group researched was consumer psychology. The problem is that advertising is always changing and it's hard to determine what makes people purchase things. The other problem is that advertising effects everybody and it is everywhere that we turn. Advertising isn't just on television anymore. It is at the little league field, on the sides of busses, cabs, etc. The fact that it is everywhere is part of the problem, and the advertisers must put it in places where the target audience will be attracted to it the most. Companies use a very good strategy to attract the consumer and keep them interested and that is where the psychology part comes in. The hypothesis that we had for the psychology fair was that females are more susceptible to advertising than males are. To prove this, we set up three experiments to show our hypothesis. The first one was a logo test that asked the person taking it to identify the logos of different companies. The second test was a slogan test asking the same thing. The third test asked the person to identify the difference between the name brand outfit and the generic brand outfit. Our hypothesis didn't come out how we expected it to. These experiments were
Samples and freebies is another thing that attracts the consumer. When there are free samples, or buy one get one free deal you are more likely to purchase the product. Consumers are easily influenced at the grocery store. The lighting is very bright and everywhere you turn there is a huge display of something on sale. That is why if a person doesn't have a specific list while at the grocery store they are most likely going to go over their budget. There are many differences in the way that companies advertise, but one of the most popular ways to advertise is to include a sex symbol, or something sex related in the ad. The fact is that sex sells. Sex is used in advertisements all the time, from shampoo to blue jeans. The ads for Herbal Essences tell the consumer that they will receive a "totally organic experience", by using their product. In the commercial, they show a woman in the ad practically having an orgasm while washing her hair. Even though there is huge controversies on the way that sex is used in advertising, it does not seem to be slowing down anytime soon. The Abercrombie and Fitch catalog is filled with people who are half-naked, and in provocative positions. ------------------------------------------------------------------------ There are many strategies that stores and advertisers do to attract customers. Depending on what customers they want to attract they use different methods. One method is the type of music that they play in the store. For example, if you go into a store and music is playing that you like you are more likely to stay longer and buy more. Something that is obvious, but no one really pays attention to is the fact that there is no direct line to the cash register there is always something in the way to distract the customer. Displays and sales are also used to attract customers to the store. If a display is large and colorful you are going to notice what it is advertising. n calculating the results. Another thing we could have done to make our tests run smoother would have been to try to give an equal amount of tests out. We ended up with 111 female slogan tests and only 27 male ones. People at the fair also cheated with their friends, we could have stopped that by first taking a controlled test with our psychology class. After tabulating t
Some common words found in the essay are:
Consumer Psychology, Burger King, Superbowl Obviously, Robert Wansink, Abercrombie Fitch, Herbal Essences, consumer psychology, companies advertise, logo test, slogan test, prove hypothesis, consumer psychology topic, susceptible advertising males, people buy, advertising males, attract customers, females susceptible, people booth, females susceptible advertising,
Approximate Word count = 1563
Approximate Pages = 6 (250 words per page double spaced)
|
