Serving Customers in Global Markets (Report) Essay

Serving Customers in Global Markets (Report) - Essay ExampleNevertheless, the advert was able to garner the attendance of consumers by influencing and in some cases even challenging their perceptions of beauty. The commercial also addressed the concepts of self-confidence and self-perception in a truly unique manner by depicting the stark contrast between how we belief ourselves and how others see us. The influence of Doves Real Beauty Sketches is an embodiment of the psychological dimension of merchandising which essentially represents the signifi peckce of successfully chthonicstanding consumer psychology to gain an advantage over the competitors. As utter by Haugtvedt, Petty and Cacioppo (1992), the cognitive element of advertising is associated with the development of a consumers behavior and military position regarding a particular product. Furthermore, a comprehension of the psychology of the customer is also important for a care from the point of view of branding. Schmit t (2012) proposes the development of a consumer psychology model of brands, the recommendations of which can be integrated to deal the consumers judgment of the brand. ... The key message in the advert wishes to enlighten the audience on the perceptions of beauty by encouraging women to value their natural beauty. 2. Application of Consumer Psychology Theories According to Pieters and Wedel (2004), a print advertisements ability to attract the attention of the consumer is governed by three elements which are that of brand, pictorial and text. On the contrary, Porter and Golan (2006) deal that the content which can be classified as viral capitalizes on an individuals ordain to share the material as much as possible and this characteristic does not stand valid in the case of television adverts. The differentiation that is shared by these cases essentially outlines a mediums ability to immediately capture the attention of a consumer. Kahnemann (1973) understands that attention is as sociated with the contents of short-term memory which can be obtained from stimuli that exist both internally and externally. As depicted in the diagram below short-term memory, is also known as working memory, and its contents are lost when forgotten. Fig 1. Information treat and Memory Stores With respect to the advertisement, the attention of the viewer is captured through the simplicity of the setting, which can also be assessed in the light of perceived meanings. The setting of the commercial, with its large, well-lit and airy space shows the studio of a forensic artist and this theatrical role instantaneously draws the customer into the calm, secure and natural environment. The commercial characteristics that have been employed in the advertisement under study can be assessed in accordance with the concept of repetition, the application of which allows a specific