In my last blog post, I mentioned Adam Ferrier talking at the Southstart conference. Adam discussed the psychology behind changing behavior through advertising. A majority of advertising is focused on changing behavior, we either want someone to do something (such as buy a certain product) or stop doing something (such as stop smoking). The theory behind changing behavior through advertising comes from the psychological theory of cognitive dissonance, whereby individuals experience mental stress or discomfort when their thoughts, feelings and behaviors do not align. Therefore, for brands to change behavior we need all three aspects to change so the consumer feels comfortable with their decision. Therefore to change behavior, we also have to change the thoughts and feelings.
The IKEA effect illustrates the consumer’s cognitive bias, and hence changing feelings, towards a brand when they have an input into the creation. Continue reading
You can have best marketing campaign of the year, however if the consumer cannot access your product, it is of no benefit to the company. With new avenues for consumers to access products brands such as the Dollar Shave Club and Love Lois are challenging the way consumers think and purchase personal hygiene products in Australia.
Woolworths released their new campaign four days ago demonstrating a shift in positioning. The new campaign, developed by Leo Burnett (Sydney) shows a reversal as Woolworths position themselves quality rather than price as demonstrated in their previous ‘Everyday Low Prices’ campaigns. Furthermore, this campaign brings home the ‘Woolworths the Fresh Food People’, a message initiated by Leo Burnett 27 years ago. This campaign is anticipated to run across paid and free to air television with 60 and 30 second iterations, print, online, radio and outdoor media until October. What this campaign demonstrates is an interesting shift in positioning as it no longer places Woolworths and Coles in direct price-based competition; they are now competing on quality as well. Woolworths are differentiating themselves on quality whereas Coles position themselves on price with their ‘down down’ campaign.
The way consumers shop in general is incredibly dynamic. Continue reading