Watson's Aviorist Theory Of Consumer Behaviorism

1620 Words4 Pages
bulb-icon

Recommended: Essay behavioral economics

Many principles of Watson’s behaviorist theory are used in modern advertising. Advertisers realized the best way to manipulate consumers was through their emotions. Ads that make the consumer feel happiness, love or fear and anger will force them to formulate a decision on the product being advertised. For example, according to the Taiwanese movie ‘Twelve Nights’ directed by Raye, is about to advocate the prevention of abandonment to animals. We ask ourselves whether we love pets while watching the video or seeing the trailer. While seeing a sad-looking dog with a sappy ballad in the movie trailer, those pictures give the grief to viewers, and this sadness might cause more and more consumer to buy the movie tickets to cinema to support this film. The advertiser stimulates an emotion in the consumer in benefit of this cause.

The behaviorist view of consumer behavior argues that consumer decision is made unconsciously and influenced by environmental factors. Dijksterhuis et al. (2005) stated that a large number of choices are actually made unconsciously and to a large extent affected by the environment, which in complex decisions prove conscious deliberation. For …show more content…

In Thinking fast and slow- The author of the book, Daniel Kahneman (2011) takes us into the insight as our perceived thoughts are divided into slow and fast. When we see an image or advertisement for example, we surely and quickly reflect what we see, and it might influence or feelings. We think unconsciously at that moment. However, when we see the math problem, we might think about the progress and hopefully figure out the answer as soon as possible. We proceed through a sequence of steps. The process was deliberate, effortful of slow thinking, this is kind of consciousness. This concept can be applied in discussion that consumer behavior in both sides which means we sometimes consider our next step before we

Show More
Related

  • Analysis of Film The Ad and the Ego

    347 Words  | 1 Pages

    emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive

    Read More

  • Charmin Toilet Paper Ad

    865 Words  | 2 Pages

    Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.

    Read More

  • Vendition Case Study

    1645 Words  | 4 Pages

    We are all consumers, and we buy diverse products every day. But, do you know what the main factor is that influences us to choose a product? If someone selects a cloth, maybe he pays attention to its quality! Customers’ decisions can be changed depending on what the main factors they are looking at. Various influences can cause consumers to select different products.

    Read More

  • Jib Fowles 'Advertising's Fifteen Basic Appeals'

    752 Words  | 2 Pages

    n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.

    Read More

  • Purple Mattress Commercial Analysis

    786 Words  | 2 Pages

    Imagine this: You are home and flipping through the channels on your television one late night. Every channel you flip through, there is a commercial. One commercial is for food, the next commercial is for the latest phone. What do all these advertisements have in common? They want to sell as much as possible to the consumer. But how do these advertisements persuade an average consumer to purchase their product or services? Advertisers use an abundance of techniques to unconsciously motivate consumers to purchase or share information about the advertisement’s goods or services. What language and techniques do three different commercials contain and how do these elements affect an audience? In the end, it is important to remember that commercials

    Read More

  • Pathos, Logos, and Ethos in Advertising

    632 Words  | 2 Pages

    What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

    Read More

  • Codebreaking: An Exercise of the Mind

    1126 Words  | 3 Pages

    In his book, “Thinking, Fast and Slow,” Daniel Kahneman defines two “systems” of thought, which he terms System 1 and System 2. Though he defines the two systems in great detail, in essence, the human mind thinks with either “slow thinking” or “fast thinking.” System 1 is the “fast thinking” system. It is automatic and unconscious. It’s based on human instinct and learns by association. System 2, on the other hand, is the “slow thinking” system. It’s the system that we can control, the system that we use when we concentrate hard a...

    Read More

  • Behaviorism: Understanding Human and Animal Patterns

    1026 Words  | 3 Pages

    Behaviorism” the theory that human and animal behavior can be explained in terms of conditioning without appeal to thoughts or feeling, and psychological disorders are best treated by altering behavior patterns” www.oxford dictionaries.com. One of the major components and theorists associated with this theory is learning and J.B. Watson. Learning is define as” the activity or process of gaining knowledge or skill

    Read More

  • Consumer Behavior Analysis

    1474 Words  | 3 Pages

    ... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.

    Read More

  • The Paradox Of Choice: Why More Is Less By Barry Schwartz

    1717 Words  | 4 Pages

    The Paradox of Choice: Why More is Less, by Barry Schwartz, is focused on the analysis of personal behavior in relation to decision making. As the title implies, the author emphasizes the main point that more choices actually lead to less of an ideal experience. In recent years, choices have become almost unlimited, and this has led to an increase in unnecessary stress placed on the consumer. The availability to make decisions in virtually every aspect of life creates a new level of responsibility on individuals. Decision making can lead to an enormous group of positive and negative feelings. Some of which include satisfaction, happiness, regret, disappointment and even depression. It is important to explore the broad category of decision making

    Read More

  • 15 Basic Appeals In Advertising

    850 Words  | 2 Pages

    People come across hundreds of advertisements daily without giving it a second thought. Advertisements are presented to people by TV commercials, magazine ads, billboards, radio commercials etc. They surround people in almost every aspect of life. These companies use consumer psychology to invoke emotions or feelings in the consumers to make them want the product being advertised. An extremely effective way to appeal to consumers emotions is the advertisement tool of short commercials. The company Johnson’s appeals to customers very well in their advertisements. They use the Nurture appeal to attract mothers/care takers to take an interest in their products.

    Read More

  • The Psychology of Intuitive Judgment

    1383 Words  | 3 Pages

    The power of our mind comes not from its ability to observe, but its ability to apply these observations to create assumptions about the world around us. In doing so our mind goes beyond the information given, our sensory information, and uses these assumptions to respond in an appropriate manner. For our purposes an assumption is any belief or prediction we have about an object or situation that could not be ascertained solely from the information given to us by our senses and is based on prior experiences with the purpose of giving us reliable information to use. Our mind makes assumptions because without doing so it would need to treat every event as a new problem to be solved, when one’s mind finally did come to the solution, it would likely be one it had come to innumerable times before. As such, assumptions tend to be helpful shortcuts that allow us to use less processing power.

    Read More

  • A Woman's Place

    1503 Words  | 4 Pages

    “Viewpoint: Who Knows What Lurks in the Hearts of Consumers? The Inner Mind Knows.” Advertising Age. 09 06 1997: n. page. Web. The Web.

    Read More

  • The Importance Of Pop Culture

    882 Words  | 2 Pages

    These emotions as we know it can be easily be attach themselves to the human experience in theirs likes and dislikes. “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error have discovered the softest points of entree, the places where their messages have the greatest likelihood of getting by consumers ' defenses (Petracca and Sorapure 46).” Each day marketers discover ways in how they can get into people’s emotions in order for them to buy their products. That is why marketers already have invested over 8 billion dollars in 2006 in a new research called neuromarketing. This new research sounds very encouraging to foretell in how consumers are going to use their money (Petracca and Sorapure 110).” These researches and their new discoveries is a breakthrough in the marketing world that will change our future ideology in how we buy products and

    Read More

  • Operant Conditioning in Advertising

    740 Words  | 2 Pages

    This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to a familiar name, B. F. Skinner. Recently, his techniques have been refined in order to study the behavior of humans. Changes and additions have been made to increase the ability of the recording apparatus. These include the recording of both forms separately, the ability to control slide or sound stimuli to keep from repetition or delays, and variations in the required amount of reaction for each subject. D’Arcy Advertising Company asked Associates for Research in Behavior (ARBOR) to use four separate, 60 second commercials. The main reasons for selecting four different commercials was to measure the different focus level for each, the different amount of interest for different forms of commercials of the same commercials, and to develop rankings for the commercials (Nathan & Wallace, 1965).

    Read More

More about Watson's Aviorist Theory Of Consumer Behaviorism

Open Document