Over the last semester I feel as though I have learned a lot of information in my Consumer Behavior class. To be honest I never really retain information through many courses, but for some reason I was able to retain a good amount of information.
In terms of marketing I have pulled out a lot of information that I know I will continue to remember throughout further years. The most important part of this semester is the fact that all the information taught was relevant to real life experiences and real life lessons that almost all of us go through or will go through everyday. Now when I travel and I see advertisements all over the area I tend to think "who is this ad targeting?" "is this a reference group?" and many more questions.
Overall the most beneficial aspect of Consumer Behavior for me is now understanding why people buy the things that they buy; hence the name of the book "What We Buy, and Who We Are." This book allowed for an in depth understand about the things that we buy and the background information as to why we buy those certain items. I enjoy now knowing that when I pick up a CD that is on the end of an aisle, and purchase it, that is because I am an impulse shopper.
Consumer Behavior is important to classifying what type of consumer every person is and how marketers have the ability to target those consumers.
Sunday, December 12, 2010
Is ProActive a reference group?
Ever thought ProActive could be used as a reference group. When you watch their commercials, you would never think that by watching people wash acne off there face, you are using them as a reference.
Reference groups are anything that people can use as a reference. In the case of the ProActive commercials, many teenagers watch the commercials and think to themselves, "I wish my face could look that clean." By saying and thinking that, the viewer is automatically using the people in the commercials as reference groups . The teenagers are setting the actors as references to which they will stand by and think that is the teenager in the ad can do that, then so should I.
Many advertisers try to get this message across so that people will buy their products in hopes that they will experience the same effect that the actors experienced.
Here is the proactive commercial that I recently viewed portraying reference groups and how they are used to make the consumer/viewer believe "If I use that product I will have the same results as Kelly Clarkson."
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