Consumer Behavior

Consumer Behavior

study of “how individuals, groups, or organizations make decisions to select, purchase and use of goods, services, ideas, or experiences to satisfy their needs and desires.It is a multidisciplinary field that integrates concepts from psychology, sociology, anthropology, and economics to understand the factors influencing consumer decisions.

Product Development

Helps businesses design products that meet consumer needs

Marketing Strategies

Guides the creation of effective advertising and promotional campaigns.

Consumer Retention

Enhances understanding of customer satisfaction and loyalty

Predicting Trends

Enables companies to anticipate market changes and adapt accordingly

Sensation and Perception

Our senses—sight, hearing, taste, touch, and smell—help us understand the world by converting real-world stimuli into electrical signals that the brain processes.

Sensation

The detection of stimuli by our sense organs (e.g., eyes, ears, nose).Sensation and perception work together seamlessly, combining new information from the environment with what we already know to guide our actions and judgments.

Perception

The brain's interpretation and organization of these sensory signals, allowing us to experience and understand the world.For example, our eyes detect light, but perception helps us see a countryside view rather than just shapes and colors. Similarly, our ears detect sound waves, but perception lets us understand speech or languge.

Sensory Receptors Seeing

Humans mainly use vision to understand the world. Vision starts when light hits the eyes, triggering the process of transduction. This information is then sent to the visual cortex, where neurons detect colours, shapes, and movement, helping us form meaningful perceptions. brighter).Humans can distinguish about seven million colours, which are created by mixing red, green, and blue. The hue of a colour is determined by the wavelength of light (shorter wavelengths appear blue, and longer ones appear red), while brightness is determined by the light's intensity (larger waves are brighter)

The Psychological Impact of Colour in Marketing

Colour plays a key role in influencing consumer behaviour and decisions. Studies show that specific colours can stimulate different areas of the brain to create emotional reactions, such as excitement (DashBurst, 2018). Colour is often the primary reason behind a consumer's choice to buy a product or service.

Color

The choice of colour depends on a brand's market positioning and the feelings it wants to evoke in consumers. As DashBurst (2018) notes, McDonald's uses energetic colours like red and yellow to appeal to children, stimulate appetites, and create urgency. On the other hand, Starbucks uses green to promote a sense of relaxation, inviting customers to take a break. Red for coca cola. Blue is for Facebook.

Black

: Power, intelligence, strength (Nike, SONY, New York Times)

Grey

Balance, calm, neutrality (Honda, Apple, Wikipedia)

Blue

Peace, security, reliability (Facebook, NASA, Dell)

Green

Health, growth, restoration (The Body Shop, Starbucks, Holiday Inn)

Purple

Depth, compassion, respectability (Yahoo, Hallmark, Cadbury)

Orange and Yellow

Warmth, freedom, social (Fanta, Mastercard, Nickelodeon)

Red

Courage, boldness, activity (Red Bull, LEGO, Nintendo)

Cultural Context

: The interpretation of colors differs across cultures. For example, white symbolizes peace in some cultures, while it represents sadness in others

Functional Context

The purpose and setting in which the color is used heavily influence its meaning. For example, using blue in a printing press signifies ink quality, whereas in a medical context, it might evoke trust and hygiene.

Proportions Used

: The primary color and its proportion compared to secondary colors significantly impact the overall message.

Color Combinations Used

Mixing colors can add to or completely change the meaning, such as green with white creating a different impression than green with black

Example: •Original Brand: Coca-Cola (Red = Excitement, Energy). •Reversed Colors: Coca-Cola with blue (Blue = Calmness, Trust).

"Coca-Cola in blue feels more like water or a health drink. It lacks the energy and excitement of the red.”

Hearing

Trasnmission of sound waves collected by the ears, which are converted into neural impulses )العصبية النبضات)

Integration and interpretation

The brain integrates these impulses with past experiences to interpret them as meaningful sounds.

Sensitivity of the Human Ear Range

The ear can detect a wide range of sounds— from faint (e.g., rustling leaves) to loud (e.g., a thunderclap)

Accuracy

It can recognize small variations in sound, especially in frequency and patterns

Example of Sound Recognition

A mother identifying her child's laugh in a playground. • Instantly recognizing the sound of a specific ringtone or an alarm

Process

The auditory system: • Receives sound waves. • Transmits them to the auditory cortex. • Compares them to stored memories of sounds. • Identifies the source or meaning within a fraction of a second.

Using Sounds to Build Connections

•Sounds and Emotions: Sounds evoke emotional responses and directly influence mood. Examples: • Nature sounds like waves crashing can induce relaxation. • Sharp, loud sounds can trigger alertness or anxiety (e.g., a car horn). • Hospitals: Many hospitals play Quranic recitations as they promote calmness and emotional well-being among patients and their families.

Airports:

The tone and pitch of announcements are carefully chosen to provide a sense of clarity, urgency, or reassurance, ensuring passengers feel appropriately guided without unnecessary stress.

Retail and Apps

Sound effects in shopping apps, such as a "ding" when an item is added to a cart, can enhance the user's experience and subtly encourage more purchases. Background sounds in stores can create a more engaging shopping atmosphere, boosting customer satisfaction and sales.

Taste

Taste helps us enjoy food and choose what’s good for us, like sweet foods for energy. It also warns us to avoid spoiled or harmful foods, like bitter مر or sourحامض tastes that may indicate danger

How Taste Works

Sweet – Found in desserts and fruits like apples. Salty – Like potato chips or salted peanuts. Sour – From lemons or yogurt. Bitter – Found in coffee or dark chocolate. Spicy –Think chili peppers or hot sauce. Umami (Savory) – Found in cheese, soy sauce, or mushrooms.

Tasting and Buying

Sampling food helps us decide if we like it. Example: At a supermarket, trying a piece of cheese or chocolate makes it easier to buy because we trust the taste.

How smelling works

We have about 1,000 types of smell receptors, helping us detect up to 10,000 different scents. These receptors work like a "lock and key" system, where molecules fit into specific receptors, creating unique smell combinations. Example: The scent of roses or freshly baked bread activates specific combinations of receptors, which our brain decodes. Our sense of smell is strongest in early adulthood and begins to fade after age 60. Women generally have a sharper sense of smell than men.

Smells often trigger emotional reactions and preferences.

Example 1: The smell of fresh cookies may remind someone of home and comfort, encouraging them to buy cookies at a bakery. Example 2: In Saudi culture, bukhoor (traditional incense) is deeply admired for its warm, rich scent that evokes hospitality and tradition. Many Saudis associate its scent with welcoming guests and celebrating special occasions, making it an integral part of cultural gatherings

Touching

Touch is vital for human development and interaction. The skin, the body’s largest organ, contains nerve endingsعصبية نهايات that detect pressure, temperature, pain, and texture. Different body areas are more sensitive to touch (e.g., fingertips are more responsive than the back).

The Power of Touch in Everyday Life

Touch plays a significant role in decision-making when interacting with products. Example 1: When buying towelsالمناشف, most people instinctively touch them to check for softness and comfort. Example 2: At a fruit market, we often feel fruits to assess ripenessالنضج .

Touch in Consumer Products:

The texture and feel of a product or its packaging significantly influence consumer preferences. Example 3: The smooth, iconic shape of a Coca-Cola bottle adds to its appeal. Example 4: The luxurious feel of a velvet jewelry box enhances the perceived value of the item inside

The Perceptual Process

Perception is how you interpret the world around you and make sense of it in your brain.

You do so via stimuli that affect your different senses — sight, hearing, touch, smell, and taste. The way these senses work together significantly impacts our experiences. For example, in a study, participants were blindfolded ي العين معصوب and asked to taste two identical cups of juice. Without visual cues, they described the juice as tasting the same. However, when the blindfolds were removed, and one cup was dyedمصبوغ a bright color, many participants perceived it as tasting sweeter, even though both cups contained the same juice. This highlights how visual perception can influence our overall judgment of a product.

The perpetual Process

The perceptual process begins when our sensory ,eyes (مستقبالتنا الحسيةreceptors ears, tongue, nose, and skin) come in contact with sensory ,sights (المحفزات الحسيةstimuli sounds, tastes, odours, and textiles) around us. Through our sensory system, we are exposed to an infinite amount of stimuli, some of which we pay attention to, and some we tune out )Ignore) completely. Those that receive our attention we evaluate and interpret their meaning based on our methods of cognitive and behavioural processing. Perception is the process of selecting, organizing, and interpreting information. It involves perceiving stimuli that pass through our filters, being organized into existing structures, and interpreted based on past experiences.

Importance of Perception

Relying(depending) solely(only) on sensation may not help consumers distinguish between similar products. For instance, blind taste tests might not reveal much difference between brands of peanut butter or cola. However, perception—shaped by sensory experiences—ultimately drives consumer decisions and brand preferences. Effective sensory marketing enhances a brand’s memory and recognition, moving it from unnoticed to top-of-mind, often through sensory appeals like visuals, sounds, and aromas(smell). (e.g., Guerrilla Marketing).. ACTIVITY

Exposure

Consumers are bombarded (attack) with over 3,000 advertisements daily across various media.However, only information relevant to their needs and preferences is processed

Selective exposure describes the process of filtering and attending to relevant stimuli, like Instagram ads or YouTube videos.Despite being exposed to thousands of brands daily, consumers mentally process only those messages aligned with their interests. Repeated exposure helps brands build familiarity, increasing the chance their message resonates when consumers are most receptive (acceptive-welcoming). Despite being exposed to thousands of brands daily, consumers mentally process only those messages aligned with their interests. Repeated exposure helps brands build familiarity, increasing the chance their message resonates when consumers are most receptive (acceptive-welcoming).

Exposure occurs when a consumer comes into contact with a stimulus, such as an ad, product, or message. It is the first step in the perceptual process and happens whether the consumer actively notices it or not. Characteristics: • Passive: Consumers might not even realize they are exposed to a stimulus. • Can occur via multiple senses (sight, sound, touch, smell, taste). • Examples: • Seeing a billboard while driving. • Hearing a jingle in a radio ad. • Passing by a product in a store aisle.

Absolute Threshold:

The absolute threshold is the weakest level of a stimulus (like sound, light, or smell) that a person can detect. • Example: You may only notice a faint perfume scent when the bottle is very close to you because its intensity is low.

Differential Threshold (Just Noticeable Difference, JND)

This refers to the smallest difference in a stimulus that can be detected. Example: If you’re drinking coffee, adding one teaspoon of sugar to a plain cup will make a noticeable difference. But if the coffee already has several teaspoons of sugar, adding one more might not be noticeable

Webers Law

This law explains that our ability to notice changes depends on the ratio of the change to the original intensity. • Example: • A $2 price difference feels significant between items priced at $1 and $3. • However, the same $2 difference feels negligible (too little) between items priced at $397 and $399.Our perception of changes depends on the context and the size of the change relative to what we’re comparing. This is why small differences in prices or quantities are more noticeable in some situations than others.

Clarifying Weber's Law

Weber’s Law explains that the ability to notice a change in a stimulus depends on the proportion of the change relative to the original intensity of the stimulus. The formula for Weber’s Law is: k=ΔI /I Where: ΔI = the change in stimulus (e.g., the added weight, sugar, or price). I = the original intensity of the stimulus (e.g., the initial weight, sweetness, or price). k = a constant that represents the sensitivity for that type of stimulus.

Using Webers Law

k=2/20 k= ΔI /I This means the change is 10% of the original weight. If the same 2 kg were added to a 100 kg weight, the change would be: K=2/100 K=2% Here, the change is only 2%, which is harder to notice compared to the 10% difference.

Example: Imagine you are holding a 20 kg weight, and someone adds a small amount of weight: •Original intensity (I): 20 kg •Change in intensity (ΔI): 2 kg

Example of Weber’s Law in Consumer Behavior: Scenario: Price Sensitivity Imagine you're shopping for two items: 1.Item A: A high-priced luxury watch costing $1,000. 2.Item B: A budget-friendly T-shirt costing $20.

Application of Weber’s Law:

According to Weber's Law, consumers are more likely to notice and value the $10 discount on the T-shirt because the percentage difference is larger (50%) compared to the watch (1%). Even though the discount amount is the same, the perceived impact differs based on the original price of the item.

Attention

Attention is when we focus on certain sensory information, filtering out the rest based on our needs or interests. For example, after your car breaks down, you start noticing car-sharing options everywhere, even though they’ve always been there. This is an example of salience—focusing on information that’s relevant to your current situation.n: Attention occurs when a consumer actively focuses on a stimulus. It involves cognitive engagement and is more selective and conscious compared to exposure. Characteristics: • Active: Requires effort and focus to process the stimulus. • Limited: Consumers can only pay attention to a limited number of stimuli at a time. • Influenced by factors like relevance, interest, and surprise. Examples: • Stopping to read a billboard because it has a bold message. • Clicking on a social media ad that resonates with personal interests. • Watching a TV commercial and noticing its details

Brands

use repetition to ensure their message sticks (delivered to consumers), even if consumers don’t need the product immediately. However, to stand out, a brand must be top of mind (brand salience) so that when a consumer is ready to purchase, they choose that brand. The challenge is getting noticed without relying solely on timing or need.

Table

Consumer Behavior Example

•Exposure: A consumer walks through a mall and sees a brightly colored Nike store (stimulus enters their sensory field). •Attention:The consumer notices a specific Nike ad with an innovative shoe design and stops to read about it (actively processes the information). Both stages are critical, but attention is where marketing efforts truly influence consumer perception and decision-making

Five Ways to Command Attention:

1.Size: Larger stimuli grab more attention. 2.Colour: Contrast helps brands stand out from competitors. 3.Position: Ads on the right-hand page of a magazine tend to get more attention. 4.Placement: Unexpected ad placements (e.g., on tunnel walls or public spaces) capture more attention. 5.Shock: Provocative content or bold design can boost attention, memory, and influence behavior.

Share A Coke

It was first launched by The Coca-Cola Company in Australia in 2011. The campaign aimed to create a more personal and engaging connection between consumers and the Coca-Cola brand by replacing its iconic logo on bottles and cans with popular individual names. The concept behind the campaign was to encourage people to share a Coke with friends, family, and loved ones, thereby fostering a sense of community and happiness.The campaign became a global sensation, increasing sales and consumer engagement. It demonstrated how personalized, attention-grabbing strategies could connect emotionally with consumers

Size

Coca-Cola replaced its iconic logo on bottles and cans with popular names. The bold and personalized text stood out, drawing immediate attention.

Color

The brand's signature red and white packaging created a visually striking contrast, maintaining brand recognition while integrating individual names.

Position

Products were prominently displayed on store shelves with personalized displays and special racks, ensuring they were highly visible to shoppers

Placement

Coca-Cola extended the campaign beyond traditional channels by including names in digital ads, vending machines, and social media platforms, creating a unique and engaging experience

Shock

The novelty of seeing one's own name or a friend's name on a bottle created surprise and excitement, encouraging consumers to purchase, take photos, and share on social media.

Perceptual Defense

Consumers may ignore or distort messages that are personally threatening or culturally unacceptable, making it hard for marketers to get through with sensitive topics like antismoking or anti-drinking ads.

Perceptual Vigilance

Consumers pay more attention to ads that meet their current needs, such as noticing car ads when considering a new vehicle or vacation ads when planning a trip

Guerilla Marketing vs. Hype:

Brands often use guerilla marketing to maximize exposure and make a strong impression through unconventional, unexpected, and memorable methods. When successful, it generates word-of-mouth and can even go viral. Unlike hype marketing, which is focused on extravagant promotion for scarce or limited products (like rare sneakers), guerilla marketing aims for surprise and innovation without relying on exclusivity or scarcity.

Subliminal Preception

The idea of subliminal perception suggests that advertisers might place hidden messages in ads or commercials to influence consumer behavior. However, there’s little evidence that this method actually affects decision-making. Subliminal stimuli fall below the consumer’s awareness, but the concept has intrigued people for decades, despite the lack of proof it has any real impact on behavior.

Subliminal vs Sublime Advertising

Many consumers believe in subliminal advertising, where marketers supposedly influence buying behavior by embedding unconscious messages below the threshold of recognition. Examples include claims that ice cubes in beverage ads form shapes of women's bodies or erotic words. However, most "subliminal" messages are actually obvious once pointed out. If you can see or hear it, it’s not subliminal. While some research suggests subliminal messages might work under certain conditions, their practical use in advertising is limited due to individual differences in perception. A study even found that brief exposure to Apple's logo made people think more creatively, showcasing the subtle influence of brand images, though advertisers mostly focus on persuading consumers consciously

Interpretation

Interpretation is the third stage of the perception process, where we assign meaning to our experiences using mental structures called schemata. These schemata are like mental databases that store related information, helping us interpret new experiences. They influence our behavior and interactions. Imagine you see someone wearing a suit and carrying a briefcase, and you automatically assume they are a business professional. This assumption is based on your schema of what a businessperson typically looks like. You might approach them with a certain level of formality, expecting them to be someone you can discuss workrelated topics with. Over time, as you encounter people who defy this stereotype, your schema will adjust to become more inclusive of different professional appearances.

Example of Schemata in Action (Consumer Behavior):

Imagine you’re marketing a new energy drink.

Scheme About Energy Drinks

People might have a schema that energy drinks are consumed by young, athletic, or active individuals who need an energy boost for sports or work.

Impact on Consumer Behavior

Based on this schema, consumers might avoid purchasing the energy drink if they perceive themselves as not fitting into that "active lifestyle" group.

Marketing Adjustment

To expand the consumer base, you could update the schema by showing diverse individuals (e.g., students, parents, or professionals) enjoying the energy drink while studying, parenting, or working. This demonstrates how understanding and updating consumer schemata can guide behavior and expand market reach

Adaptation

Sensory adaptation refers to the diminished sensitivity to a stimulus after prolonged exposure. For example, you may not notice the cold water in a pool after a while. This process allows us to focus on changes in our environment that require attention. In marketing, constant exposure to the same ad can lead to sensory adaptation, making it ineffective. Marketers aim to find the right balance of exposure— enough to capture attention but not so much that consumers become desensitized to the message.

Example 1 Adaptation

Imagine a person walks into a store and is greeted by the strong scent of a new fragrance. At first, the smell might be overwhelming, but after a few minutes of being in the store, they hardly notice it anymore. This is sensory adaptation at work. In marketing, businesses use this concept to design in-store experiences. For example, if a store constantly pumps the same fragrance into the air, customers might eventually stop noticing it, which could reduce its impact on their shopping experience. To avoid this, the store might change the scent every few weeks to maintain its appeal and keep customers engaged

Example 2: Adaptation

Think about a person who frequently drives past a billboard advertising a new smartphone. The first time they see it, the ad grabs their attention. But after passing by it every day, they start to pay less attention to it. This happens because of sensory adaptation—the constant exposure to the same ad leads to a decrease in its effectiveness over time. In marketing, this is why companies often change their advertisements or update their campaigns regularly. By doing so, they prevent consumers from becoming desensitized to the message, ensuring that the ad continues to capture attention and influence purchasing decisions

Perceptual defense

Consumers may ignore or distort messages that are personally threatening (fear) or culturally unacceptable, making it hard for marketers to get through with sensitive topics like anti-smoking or anti-drinking ads.

An anti smoking ad

For instance, an anti-smoking campaign emphasizing the concept of Amanah (trust) and the duty to preserve the body as a gift from Allah might resonate better than using graphic images. By framing the message around positive values like health, family, and accountability before Allah, the campaign aligns with Islamic teachings, reduces defensiveness, and encourages reflection and behavioral change.

Nike

For example, Nike’s campaign may seem like it’s empowering women, but it’s actually a trick to sell products. The marketing team knew that modesty is important in Arab cultures, so instead of directly challenging it, they used messages like courage and facing challenges to make the ad seem positive, but there is a hidden agenda promoting a Westernized view that ignores deep cultural and religious principles.This doesn’t actually encourage real values. The ad promotes a shallow idea of empowerment, focusing on looks and freedom without encouraging important values like respect and modesty. It’s more about selling clothes than teaching real ethical values. Instead of promoting real growth, it shifts attention away from what’s truly important in society. By doing this, they avoided a direct conflict with cultural norms and were able to promote their products in a way that resonated positively with the audience. The main goal of these campaigns is, of course, to sell more sportswear and equipment. It’s an example of how brands use indirect messages to influence consumers’ attitudes and behavior, without confronting them directly on sensitive issues.

Perceptual Vigilance

Consumers pay more attention to ads that meet their current needs, such as noticing car ads when considering a new vehicle or vacation ads when planning a trip.Consumers pay more attention to ads that meet their current needs, such as noticing car ads when considering a new vehicle or vacation ads when planning a trip.

Perceptual Defense

Consumers may ignore or distort messages that are personally threatening (fear) or culturally unacceptable, making it hard for marketers to get through with sensitive topics like anti-smoking or anti-drinking ads.

Guerilla Marketing vs Hype

Brands often use guerilla marketing to maximize exposure and make a strong impression through unconventional , unexpected, and memorable methods. When successful, it generates word-of-mouth and can even go viral. Unlike hype marketing, which is focused on extravagant (too expensive) promotion for scarce or limited products , like rare(special) sneakers, guerilla marketing aims for surprise and innovation without relying on exclusivity or scarcity.

Subliminal Perception

The idea of subliminal perception suggests that advertisers might place hidden messages in ads or commercials to influence consumer behavior. However, there’s little evidence that this method actually affects decision-making. Subliminal stimuli fall below the consumer’s awareness, but the concept has intrigued people for decades, despite the lack of proof it has any real impact on behavior.Subliminal stimuli fall below the consumer’s awareness, but the idea has fascinated people for years, even though there's no solid evidence it truly affects behavior

Subliminal vs. Sublime Advertising:

Many consumers believe in subliminal advertising, where marketers supposedly influence buying behavior by embedding unconscious messages below the threshold of recognition. Examples include claims that ice cubes in beverage ads form shapes of women's bodies or erotic words. However, most "subliminal" messages are actually obvious once pointed out. If you can see or hear it, it’s not subliminal. While some research suggests subliminal messages might work under certain conditions, their practical use in advertising is limited due to individual differences in perception. A study even found that brief exposure to Apple's logo made people think more creatively, showcasing the subtle influence of brand images, though advertisers mostly focus on persuading consumers consciously.

Intrepretation

Interpretation is the third stage of the perception process, where we assign meaning to our experiences using mental structures called schemata. These schemata are like mental databases that store related information, helping us interpret new experiences. They influence our behavior and interactions. Imagine you see someone wearing a suit and carrying a briefcase, and you automatically assume they are a business professional. This assumption is based on your schema of what a businessperson typically looks like. You might approach them with a certain level of formality, expecting them to be someone you can discuss workrelated topics with. Over time, as you encounter people who defy this stereotype, your schema will adjust to become more inclusive of different professional appearances.

Example of Schemata in Action (Consumer Behavior

Imagine you’re marketing a new energy drink.

Schema About Energy Drinks:

People might have a schema that energy drinks are consumed by young, athletic, or active individuals who need an energy boost for sports or work.

Impact on Consumer Behavior

Based on this schema, consumers might avoid purchasing the energy drink if they perceive themselves as not fitting into that "active lifestyle" group.

Marketing Adjustment:

To expand the consumer base, you could update the schema by showing diverse individuals (e.g., students, parents, or professionals) enjoying the energy drink while studying, parenting, or working. This demonstrates how understanding and updating consumer schemata can guide behavior and expand market reach.

Adaptation

Sensory adaptation refers to the diminished sensitivity to a stimulus after prolonged exposure. For example, you may not notice the cold water in a pool after a while. This process allows us to focus on changes in our environment that require attention. In marketing, constant exposure to the same ad can lead to sensory adaptation, making it ineffective. Marketers aim to find the right balance of exposure— enough to capture attention but not so much that consumers become desensitized to the message.In marketing, this is why companies often change their advertisements or update their campaigns regularly. By doing so, they prevent consumers from becoming desensitized to the message, ensuring that the ad continues to capture attention and influence purchasing decisions.

Example of Adaption

Imagine a person walks into a store and is greeted by the strong scent of a new fragrance. At first, the smell might be overwhelming, but after a few minutes of being in the store, they hardly notice it anymore. This is sensory adaptation at work. In marketing, businesses use this concept to design in-store experiences. For example, if a store constantly pumps the same fragrance into the air, customers might eventually stop noticing it, which could reduce its impact on their shopping experience. To avoid this, the store might change the scent every few weeks to maintain its appeal and keep customers engaged.

Example 2 adaptatition

Think about a person who frequently drives past a billboard advertising a new smartphone. The first time they see it, the ad grabs their attention. But after passing by it every day, they start to pay less attention to it. This happens because of sensory adaptation—the constant exposure to the same ad leads to a decrease in its effectiveness over time.

Examples of Subliminal Marketing

Examples include claims that ice cubes in beverage ads form shapes of women's bodies. However, most "subliminal" messages are actually obvious once pointed out. If you can see or hear it, it’s not subliminal. While some research suggests subliminal messages might work under certain conditions, their practical use in advertising is limited due to individual differences in perception. A study even found that brief exposure to Apple's logo made people think more creatively, showcasing the subtle influence of brand images, though advertisers mostly focus on persuading consumers consciously. While some research suggests subliminal messages might work under certain conditions, their practical use in advertising is limited due to individual differences in perception. A study even found that brief exposure to Apple's logo made people think more creatively, showcasing the subtle influence of brand images, though advertisers mostly focus on persuading consumers consciously

Subliminal Advertising:

This refers to the practice of embedding hidden messages or cues below the threshold of conscious awareness, aiming to subtly influence consumer behavior. Examples include hidden words, shapes, or symbols in ads that people may not consciously notice but are believed to register in the subconscious mind. While the concept is controversial, it continues to spark curiosity

Sublime Advertising

Sublime advertising focuses on creating an emotional, awe-inspiring, and memorable experience for the audience. It often uses stunning visuals, powerful storytelling, and impactful themes to connect with viewers on a deeper, conscious level. Rather than manipulating the subconscious, it appeals to emotions and leaves a lasting impression.

Difference Subliminal and sublime advertising

Subliminal advertising works covertly, targeting the subconscious, while sublime advertising overtly engages the audience, aiming for emotional resonance and a sense of wonder.

Coca cola

Coca-Cola is a master of subliminal marketing. Their iconic red and white branding is instantly recognizable around the world, and their advertising campaigns often use subtle cues to suggest happiness, friendship, and togetherness.

Marlboro

Marlboro is another brand that has used subliminal marketing to great effect. In their advertising campaigns, they use rugged images of cowboys and open spaces to suggest a sense of freedom and adventure. The brand has become so strongly associated with this image that it’s often referred to as the “Marlboro Man.”

Adaptation Strategy

In marketing, this is why companies often change their advertisements or update their campaigns regularly. By doing so, they prevent consumers from becoming desensitized to the message, ensuring that the ad continues to capture attention and influence purchasing decisions

Postitioning

Positioning is the process of creating a distinct image or identity for a brand, product, or service in the minds of consumers. Key Idea: It’s about occupying a unique space in the consumer’s mind.

Differentiation

Helps brands stand out.