Manipulation Tactics in Consumer Behavior

Editor's Notes

• #5: Emotions & Consumer Decisions * Emotions drive consumers to make decisions every day 1. One wakes up to go to work in order to make money to be able to afford daily living and luxuries. (happiness) 2. One goes to the dentist for semi-annual appointments. (fear) 3. One reads the paper, watches the news or checks out social media for information. (curiosity, knowledge) 4. One takes dogs or kids to the park on the weekends. (happiness) 5. One cleans up after partners, family members or friends. (love, anger) Emotional Appeal * Appeal to fear, desire, anger/outrage, humor, guilt/shame, pride/vanity/flattery, indignation, pity, disrespect, reverence, reciprocation, revenge, etc. FUD – used to persuade consumers to stay away from even considering other competitor’s products. Can be so powerful that other products can be completely ignored (ex. – GMO vs. non-GMO products, organic vs. inorganic – toxins in body = fear) Sex sells – most effective when used for low risk/impulse purchases (gum, candy, drinks, etc.) use of sex in advertisements for each industry (Health & Hygeine @ 38%, Beauty @ 36%, lowets, Entertainment @ 21%) Here are a few examples……
• #6: ‘Daisy’ (FUD) – Lyndon B. Johnsons vs. Barry Goldwater “These are the stakes. To make a world in which all of God’s children can live, or to go into the dark. We must either love each other, or we must die.” Virginia Slims (Happiness, Anger, Liberation, Sex Appeal, Belongingness, Fear) – “In 1915, Mrs. Cynthia Robinson was caught smoking in the cellar behind the preserves. Although she was 34, her husband sent her straight to her room. Virginia Slims are slimmer that the fat cigarettes men smoke. They’re tailored slim to fit your hands, your lips, and your purse. And blended with the kind of flavor women like. Rich, mild Virginia flavor. Extra Long. Light one up.”; “You’ve come a long way, baby”; ( Ad not shows)“I thik women are inferior to men” “I think women got no business votin’ or smokin’.” The third man says, “I think I just swallowed a seed.” Then the beautiful and slim woman in the front says,”Too bad he wasn’t eating avocados “ (humor, power, beauty, freedom)
• #7: Burger King Ad (Sex Appeal) (Singapore) – “blow your mind away. Fill your desire for something long, juicy and flame-grilled with the New BK Super Seven Incher”; good or bad publicity, Burger King was talked about
• #9: Exclusive Groups Exclusive groups can vary from consumers who own a Rolex, to people who are Navy Seals, and those who have climbed Mount Everest Exclusive groups bring joy and a sense of accomplishment to consumers Prestigious Brands Owning something from a prestigious brand means the consumer is part of an exclusive group. Prestigious brands are those that promote the idea of exclusivity Strategic Messaging Without strategic messaging, exclusivity is lacking and less appealing. For example, owning and operating a small business makes the owner part of an exclusive group. Why? Because the public has been taught that if one owns a business, they are contributing to the community, the larger economy, offering a desirable product or service to the public and making money by doing what you love. However, if the concept of owning a small business is broken down, anyone can have an idea, anyone can lease a building, anyone can put a price on something, and anyone can make money. The exclusivity is shown through messaging, captions, slogans, and images. Without this strategy, exclusive groups wouldn’t appeal to the psychological needs and self – esteem
• #10: Marines Ad Exclusive Group – Smallest U.S. Miolitary division with 186,000 active duty members and 38,500 reserve members (compared to 3.1% of Americans served in Army, 0.8% Marines) Tough training, missions = exclusive “The Few. The Proud.” slogan invokes sense of prestige and respect. Few = exclusive, Proud = fulfilling self – esteem and psychological needs American Express Ad “Membership has its privileges” No credit card label, instead, it’s a charge card – customers have memberships Commercial example - American Express member is shown at the airport after missing a flight, but is lucky enough to get the last seat on the plane and it’s in first class. Once the plane lands, he is surrounded by other travelers curbside waiting to catch a cab. He scans the road and is waived over by a cab driver, another ‘privilege’ shown Privelage, belongingess, group
• #11: Why do I love clean? Because the clean look is sexy!”. By using Vergara as the model and glamourizing her perfect looking skin, Covergirl is playing on the self – esteem of consumers, specifically majority female consumers, and their desire to look beautiful Self – esteem and desire to look beautiful
• #12: Autonomy – example – Marines doesn’t appeal to me ¼ womem are depressed about their body 1/3 women would give up a year of their life to achieve their perfect body ½ women – hardest things about being female is constant struggle and pressure to look good Calvin Klein – Barbie, constant images of unrealistic body types and standards of beauty