Consumer Behaviur

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McDonalds is the perfect example of classical conditioning, where its poster, ads usually make the food look delicious and lip-smacking, which makes the consumer feels hungry when they watch it and forces them to go and buy the food. Almost everyone are familiar with McDonalds. The golden M alphabet signifies McDonald’s food, so if someone remembers its ad or poster, it will make them starve and feel hungry. So, we can say that McDonalds has magnificently used classical conditioning exclusively all around the world to connect their golden M logo with hunger for food. (Barnhart, n.d.)

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Link of the advertisement: https://www.youtube.com/watch?v=w0LctdAfvRQ

Q2. Find and describe advertisement that you believe are based on low-involvement learning and high involvement learning. Justify your selection.

Consumer has different types of purchasing behavior while buying either product or services. But based on the involvement in the purchase, we can measure the behavior of the consumer. Basically, there are two types of purchase learning; low involvement learning and high involvement learning.

- Low- involvement learning

Under low involvement learning, consumer does not need to think much before buying the product. The risk associated in buying those product is also low, customer invest less time that makes the decision making process even much quicker. Most of the FMCG products are considered to be a low involvement learning product. These products reflect the repetitive purchase decisions that is low priced and has no value as a status symbol. Some of the examples of low involvement would be soap, toothpaste, soft drinks, oils, etc. Major features of low- involvement purchase are low price, low risk, not much product differentiation, brand switching, availability and distribution, repeat purchase and impulse buying. It targets the mass audience. Low involvement purchasing use sale promotions strategies like discounts, exchange offers and free gifts to influence the buying decision of the customers.

Taking one particular advertisement to define low-involvement purchasing would be the Coca Cola ad where Aamir Khan (bollyhood celeb) says,” Thanda matlab Coca Cola”, which means coke is the first choice if it’s about cold drinks. The ad are broadcasted repeatedly. This ad makes consumer think coke is the first choice for cold drinks. A rational consumer will not be oppose to try the product because it is not expensive. If s/he is happy with the product, s/he may make a repeat purchase and suggest others as well, if not then s/he may switch the brand to Pepsi or some other.

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Link of the advertisement: https://www.youtube.com/watch?v=IaZUR8xedsU

- High- involvement learning

Under high-involvement learning, consumer needs to go through a process of thinking and investigation before purchasing any products or services. These products and services represents the consumer’s personality, status and justifying lifestyle. Some of the example of high- involvement would be buying a house, car, gadgets, insurance policy, machines, TV, jewellery, etc. High-involvement decisions has higher buying risk, incorrect decision to buy appropriate products or services will cause huge financial loss. A lot of information’s are offered by the companies before buying the product or services. Major features of high-involvement purchase are high price, technical features, evaluation of risk, product differentiation, projection of self.

Taking one particular advertisement to define high-involvement purchasing would be the ad of Mahindra XUV. Mahindra repeatedly telecasted the advertisement of its vehicle XUV in order to make build desire in consumer’s mind that would drive them towards doing test drive. It the consumer gets impressed from test drive, s/he may end up in purchasing the vehicle.

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Link of the advertisement: https://www.youtube.com/watch?v=Ku8ALBxt2YU

REFERENCES

Barnhart, N. (n.d.). Advertisements and Classical Conditioning . Retrieved from CEDP 324: https://sites.ewu.edu/cedp324-sain/2013/08/12/advertisements-and-classical-conditioning-by-natasha-barnhart/

Misbah, M. (n.d.). How Does Cognitive Learning Help Advertisers? Retrieved from Blurtit: https://business-finance.blurtit.com/93615/how-does-cognitive-learning-help-advertisers