BUS 3331 (01)
Answer 1: The mission of World Vision is to dedicatedly work with children, families, and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice . The organization works in nearly 100 countries, serving all people, irrespective of religion, race, ethnicity, or gender.
Indications that the organization is using emotions to appeal to customers:
The website has messages which have arguments which are persuasive in nature. The organization has persuasive message titles such as “Make a Donation-Bring urgent help to children in need” and “Give where needed most” have an emotional connect attached. The website also utilizes emotional appeal through pictures.
Source:
The persuasive nature of guilt is a powerful tool to motivate donors to donate. The website uses existential guilt which is evoked through comparison of one’s well-being with the well-being of others .
Guilt appeal in advertising is a powerful tool due to its persuasive nature . defines guilt as a motivated action-oriented emotion as there is a relation between the feelings of guilt and actions leading to its elicitation. According to when a person is anticipating the feeling of guilt, they attempt to reduce the feeling by making retributions. Advertisers who evoke guilt successfully through advertising campaigns and offer solutions to minimize the feelings of guilt can market their products effectively and World Vision does the same to market its products.
Answer 2: The website burtn.com uses the following strategies to motivate consumers to try the sport and Burton products:
Burton.com is aimed at offering convenience to customers by shopping online and saving valuable time and money. The website has products categorized such as for men’s gear, women’s gear, youth gear and bags & luggage. The website also offers attractive shopping tools, such as mix and match outer wear for men and women and the board finder to select a suitable board for the customer. The website also provides size charts for men, women and youth, which makes online shopping convenient for customers. The website has “learn to ride” programs at various levels, such as beginners and progressive level to teach snowboarding for adults, women and kids. The website lists Burton girls learn to ride tips and product details for women. The website provides rent and buy options for Burton kids snowboarding equipment. The website offers a 30 day return policy for its products which creates confidence in buyers to try its products. The website motivates consumers subscribe to email alerts about Burton products.
Burton’s approach is quite effective. The brand has managed to increase its sales online by 395% by providing additional shopping option to its customers .
References
Chaikin, L. (2013, September 17). Burton Moves towards an Omni-Channel Approach. Retrieved from Affiliate Window Blog: http://blog.affiliatewindow.com/burton-moves-towards-an-omni-channel-approach/
Ghingold, M. (1980). Guilt Arousing Marketing Communications: An Unexplored Variable. Advances in Consumer Research, 442-448.
Lewis, M. (1993). Self-conscious Emotions: Embarrassment, Pride, Shame and Guilt. In M. Lewis, & J. M. Haviland, Handbook of Emotions (pp. 563-573). New York: Guilford Press.
Lwin, M., & Phau, I. (2011). The Role of Guilt Appeals on Donation Behavior. 20th Annual World Business Congress (pp. 299-303). Poland: espace.library.curtin.edu.au.
Make a donation. (2014). Retrieved from Donate World Vision: http://donate.worldvision.org/
Our Mission. (2014). Retrieved from World Vision: http://www.worldvision.org/about-us/who-we-are
