Serving Customers in Global Markets (Report) Essay

Serving Customers in Global Markets (Report) - Essay Example Nevertheless, the advert was able to garner the attention of consumers by influencing and in some cases even challenging their perceptions of beauty. The commercial also addressed the concepts of self-confidence and self-perception in a truly unique manner by depicting the stark contrast between how we view ourselves and how others see us. The influence of Dove’s Real Beauty Sketches is an embodiment of the psychological dimension of marketing which essentially represents the significance of successfully understanding consumer psychology to gain an advantage over the competitors. As stated by Haugtvedt, Petty and Cacioppo (1992), the cognitive element of advertising is associated with the development of a consumer’s behavior and attitude regarding a particular product. Furthermore, a comprehension of the psychology of the customer is also important for a business from the point of view of branding. Schmitt (2012) proposes the development of a consumer psychology model o f brands, the recommendations of which can be integrated to discuss the consumers’ judgment of the brand. ... The key message in the advert wishes to enlighten the audience on the perceptions of beauty by encouraging women to value their natural beauty. 2. Application of Consumer Psychology Theories According to Pieters and Wedel (2004), a print advertisement’s ability to attract the attention of the consumer is governed by three elements which are that of brand, pictorial and text. On the contrary, Porter and Golan (2006) postulate that the content which can be classified as ‘viral’ capitalizes on an individual’s will to share the material as much as possible and this characteristic does not stand valid in the case of television adverts. The differentiation that is shared by these cases essentially outlines a medium’s ability to immediately capture the attention of a consumer. Kahnemann (1973) understands that attention is associated with the contents of short-term memory which can be obtained from stimuli that exist both internally and externally. As depic ted in the diagram below short-term memory, is also known as working memory, and its contents are lost when forgotten. Fig 1. Information Processing and Memory Stores With respect to the advertisement, the attention of the viewer is captured through the simplicity of the setting, which can also be assessed in the light of perceived meanings. The setting of the commercial, with its large, well-lit and airy space shows the studio of a forensic artist and this component instantaneously draws the customer into the calm, secure and natural environment. The commercial characteristics that have been employed in the advertisement under study can be assessed in accordance with the concept of repetition, the application of which allows a specific