Perception and Consumer Behavior
Perception is the process of knowing features of stimuli with the use of vision, hearing, taste, smell and touch (Scott, 1994). The visual perception i.e. size/shape in the L’Oreal Men Expert Vita Lift 5 ad is rectangle with the focus on more than one dimension to enable consumers to downsize their order by enlarging the product along all dimensions. On the other hand, the shape of the Aveeno Absolutely Ageless ad is portrait. The size of the ad is adjusted through focus on multiple dimensions to perceive the product easily. Lettering is another factor affects the perception of consumers like Coca-Cola script is eye catching and can be identified easily with soft-drink brand (Hoyer, MacInnis & Pieters, 2001). In the same way, the scripts of both ads are not only eye catching but they also provide a quick overview that the products are linked to anti-aging and brands are related to beauty. It is due to the fact that the ads contain script about reduction in aging effects (refers to figure 1 and 2).
Figure 1: L’Oreal Men Expert Vita Lift 5 Print Ad
Source: Jeane (2011)
Figure 2: Aveeno Absolutely Ageless Print Ad
Source: InStyle (2016)
Image or logo’s location/position is one of the perception effects that affect consumer behavior. The images located near packages/ad’s top, one left side, and at top left consider as lighter. In other words, they add to the perception of a product as lighter. Lighter is taken by consumers as positive. The L’Oreal’s ad contains logo at left side, whereas Aveeno’s ad has logo at top right. Novelty is the unique feature of an ad, but it is also associated with the connectedness and appropriateness (Shimp & Andrews, 2012). The ads identified in the figure 1 and 2 are connected and appropriate in a way that both represent the generation X and their issue of anti-aging. Both the celebrities belong to generation X and connect to the aging issue of people like them. In addition, the ads represent the solution of issue of anti-aging. In relation to color, L’Oreal ad has warm colors like black, red and orange. On the other hand, Aveeno ad has cool colors like white and light purple. L’Oreal ad has rich black, orange and red colors with respect to saturation and Aveeno ad has pale colors. L’Oreal ad has more depth of tone in color as part of lightness and Aveeno has less depth. Figure-ground is linked to the observer’s search for visual cues to differentiate the shapes from those that are the ground (Landa, 2016). In both ads, figures can be easily differentiated from background’s shapes. The key reason is the effective contrast.
Learning Theory
Both of the ads have used the cognitive learning theory, which is linked to problem solving and based on the consumer’s ability to reason and ascertain abstract concepts. For example, a consumer want to lose weight may read the advert for a gym that provides services of fitness and health. They may infer that joining the gym will lead to weight loss (Johnson Morgan & Summers, 2005). Both the print ads of brands are celebrity endorsed. Hence, cognitive learning occurs as various consumers consider Hugh Laurie and Jennifer Aniston as role models and want to be look like them. The ads used reasoning that consumers will be motivated to use complex problem solving to have younger looking skin like Laurie and Aniston.
Self-Concept
Self-concept or self-image is the perception or one’s view of him or her. The consumers purchase products that reflect and increase their self-concept (Khare & Handa, 2009). For instance, Lowe’s i.e. home improvement retailer targets women, who make purchase decisions related to home décor through self-concept based on its advertising message. The tagline of the company develops self-concept that influences women to make purchases. The tagline is “Only Low’s has everything and everyone to help your house tell the story about who you really are (Dibb, Simkin, Pride & Ferrell, 2005 p 245).” In L’Oreal ad the tagline for Vita Lift 5 is “be yourself and never let go!” i.e. Hugh Laurie’s saying influence consumers (generation X males) to understand to never lose hope and have confidence on oneself like him. In turn, the consumer develops beliefs by observing Laurie that the product will change their life and makes purchase decision. On the other side, Aveeno ad also develops self-concept as Aniston endorse the product and tag like i.e. want to look younger, longer? Take the right steps now influence consumers (generation X females) to match their personality with Aniston. They believe that Aveeno Absolutely Ageless will make them younger like Aniston, so they make purchases.
Trait Theory
Trait theory refers to the quantitative measurement of personality traits. It is linked to identifiable features that represent a person (Aaker, Brumbaugh & Grier, 2009). Key traits include innovativeness, materialism, self-consciousness, need for cognition and self-monitoring. The ads include the traits like innovativeness i.e. the extent to which a person likes or try new products, materialism i.e. focus on having products, and self-consciousness. It can be ascertained by the fact that each ad represents the extent to which a consumer intentionally monitors and controls the self-image that is proposed to others. Moreover, ads used the trait of need for cognition as the ads enables consumers to think about things and to make effort gather information about brand.
References
Aaker, J. L., Brumbaugh, A. M., & Grier, S. A. (2000). Nontarget markets and viewer distinctiveness: The impact of target marketing on advertising attitudes. Journal of Consumer Psychology, 9(3), 127-140.
Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2005). Marketing: Concepts and strategies (p. 850). USA: Houghton Mifflin.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. Consumer Behavior, (2001). South-Western College Pub, 5.
InStyle. (September, 2016). Aveeno Absolutely Ageless. Retrieved from: http://www.instyle.com/beauty
Jeane, N. (11 July, 2011). Hugh Laurie nowym ambasadorem marki L'Oreal. Gazeta. Pl. Retrieved from: http://kobieta.gazeta.pl/follow/1,153347,9925080,hugh-laurie-nowym-ambasadorem-marki-l-oreal.html
Johnson Morgan, M., & Summers, J. (2005). Sports marketing. USA: Thomson Nelson Australia Pty Ltd.
Khare, A., & Handa, M. (2009). Role of individual self-concept and brand personality congruence in determining brand choice. Innovative Marketing, 5(4), 63-71.
Landa, R. (2016). Advertising by design: generating and designing creative ideas across media. USA: John Wiley & Sons.
Scott, L. M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of consumer research, 21(2), 252-273.
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. USA: Cengage Learning.
