MRKT 452 Lecture Notes - Lecture 5: Clorox, Rosacea, Speed Reading
11 Jun 2018
School
Department
Course
Professor
Problem(Recognition(-gap$between$actual$state$and$ideal$state
If$the$gap$is$increased$=$increases$motivation$for$consumers$to$act
•
Increase$Gap$by:
Pointing$out$low$actual$state
○
E.g.(Are$you$being$tormented$by$red$bumps$and$blemishes?$It$could$be$
Rosacea
$$$$$$$Clorox$Disinfecting$Wipes$=$your$normal$cloth$is$not$as$clean$as$you$
thing
Providing$high$ideal$state$=$advertising
○
E.g.(Victoria's$Secret$Love$My$Body$Campaign
Medium$ideal$states$=$improves$attention$and$brand$liking,$
however$it$can$dilute$the$brand$benefits
§
Social$implications$of$high$ideal$states$=$anorexia$and$bulimia$
§
There$are$advertising$regulations$against$using$Photoshop$and$on$
models'$weight
§
Contrast$low$actual$vs.$high$ideal$states
○
E.g.(Before$and$After$=$plastic$surgery,$dentist,$etc.
$$$$$$$$Visual$speed-reading$signs$to$tame$wild$drivers$=$visual$is$better$
than$verbal
$$$$$$$$$Saving$electricity$=$showing$the$social$ideal$state$by$visually$
graphing$efficient$$$$
$$$$$$$$$neighbors,$all$neighbors,$and$your$usage
Search(-step$after$problem$recognition$to$address$the$problem
E.g.(Actual$State$=$high$body$weight
$$$$$$$$Ideal$Body$Weight$=$lower$body$weight
$$$$$$$$Search$=$weight$loss$products
Internal(Search
Memory$
Brand$Names
§
Brand$Attributes
§
Attitude$towards$Brands$=$how$much$do$I$like$the$brand?
§
○
External(Search
Google/Baidu
○
Review$Websites
○
Product$Websites
○
Consumer$Reports
○
Friends
○
Problem(Recognition(&(Search
Tuesday,$ 13$March$ 2018
6:54$PM
