BUSI 2601 Lecture Notes - Lecture 9: Relationship Marketing
14 Dec 2017
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The self-esteem movement: why marketers want you to love yourself (and how. Some marketing teams have been focusing their campaigns on the self-image of the consumer, promoting body positivity". Dove, a personal care and beauty brand, targets women, encouraging them to embrace their natural beauty instead of their insecurities. Evaluating these campaigns can be a learning opportunity, as they can benefit a business" brand image or tarnish it. When consumers establish an emotional connection with a product it can impact their attitudes and buying decision. Dove discovered through basic research that only 2% of women considered themselves beautiful" and then attempted to create an emotional connection through the real beauty" campaign. Self-aware representation makes consumers more likely to remember a marketing campaign that makes them feel good, and because emotions significantly affect memory formation, marketers should consider this in their marketing strategies.
