Lecture 3 - Applied Psychology - Consumer Behaviour Flashcards
When it comes to selling a brand, it is not about selling a product, you are selling belonging.
T/F?
True.
It is harder these days advertise in the old ways, such as on TV.
What are some ways brands have tried new branding opportunities?
The Barbie movie.
What are some key things brands can do to sell their brand?
Keep colour, logo, font the same over time, as this allows repetition and recognition for consumers.
A good ad makes you feel good about the product, a great ad makes people feel good about themselves.
Who said this?
Jon Steel.
Do we assign human personality traits to brands?
Yes. e.g. trustworthy, outgoing.
The Big 5 personality traits can be assigned to brands.
According to some social psychologists it is better for brands to have one main personality trait, as opposed to having multiple and having “a little bit for everyone”.
Why is this?
If you have a little but for everyone, you end up having nothing for anyone. If you try to be everything you end up being nothing.
Most big brands aim to offer a very distinct personality.
What is Jennifer Aker’s ‘Brand Personality Framework’?
A framework that consists of five distinct personality categories that brands can adopt and should stay within.
The five categories are:
Sincerity
Excitement
Competence
Sophistication
Ruggedness
What are brand archetypes?
Another way of characterising brands is through archetypes.
The four main archetype categories are:
Explore/Spirituality
Leave Legacy
Pursue Connection
Provide Structure
What are the benefits of selling products with humour?
When audiences find an ad funny the hope is that the positive emotion is then associated with the brand.
What are some of the things on the humour checklist for a humorous ad, according to Warren McGaw?
Is the joke actually funny?
Is there assumed knowledge?
Is the underlying violation too threatening?
Does the humour’s violation threaten a particular person or group?
Will the humours violation prompt avoidance? e.g. disgust or embarrassment.
Does the ad still get their message through?
Is more choice better for brands?
Yes, to an extent. It then becomes a limiting factor.
People report being more satisfied with their purchase decision when they had fewer options than when they had more options.
Up to how many options is more choice better?
It tends to be about 6. More than 6 options overwhelms people. The term for this is choice paralysis.
What is the Jam Study and what did it show about advertising and choice?
At a supermarket jams were set out for tasting. Those who tasted got a $1 discount if they purchased a jam.
On one day they set out 6 jams.
On one day they set out 24 jams.
When there were more jams more people stopped to try the jams, liekly intrigued by the variety.
However, people were much more likely to purchase a jam if they had tasted the jam on the 6-jam day.
It is thought that the too much variety causes choice paralysis, decreasing the likelihood of purchase.
