Social character traits have shown that inner and other-directed consumers may have different preferences in terms of promotional messages. Inner-directed people prefer advertisements that stress personal benefits while other-directed people seem to prefer advertisements that feature social acceptance.
HIGHLY DOGMATIC CUSTOMERS
It is a personality trait that measures the degree of rigidity (versus openness) that individuals display towards unfamiliar and towards information that is contrary to their own established beliefs. Dogmatism: general tendency to be open or closed to new ideas and innovations.
A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism will rarely consider unfamiliar or opposing beliefs.
- More receptive is Ads for new products or services that contains an appeal from the authoritative figure. Marketer uses celebrities and experts to their new product advertising for making it easier for the potentially reluctant customers.
- Highly dogmatic consumers are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e.
g. celebrity endorsement or expert testimonials).
- Prefer traditional or established products rather than innovative ones. close minded towards unfamiliar and untoward information that is contrary to their own established beliefs
- Approach such information with considerable discomfort and uncertainty. promotional message most suitable would be endorsement or appeal from an authoritative figure.
- New products need to be presented in an authoritative manner and that celebrities could be employed to reach dogmatic consumers who are more closed minded.
For example: Colgate Dental Cream with Doctors and Experts endorsements. Anti-Polio Campaign featuring Amitabh and Sachin Tendulkar also useAuthoritative statements. The Cadbury’s brand took a beatng in sales after the worms were found in somepackets. Dogmatic Consumers stopped purchasing the Brand. Amitabh Bacchhanwas then used as Authority figure to reestablish Brand.
- Tend to use their own values and standards in evaluating a new product
- Ads aimed at them should depict the attainment of personal achievement and satisfaction. ads that stress product features and benefits, which enable them to usetheir own values and standards in evaluating products
- Rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators.
- Other directed customers tend to look to others for guidance as to what is appropriate or what is inappropriate.
- Be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other
- For example: Surf Ad showing Shabana Azmi saving two buckets of water is an example of the same.
The latest from Surf Excel is currently running on television. This is the ad where many people are seen walking with two buckets full of water. They then pour it into a large reservoir. At this point none other than Shabana Azmi informs you what a great thing thissaving of water is for the country and implores you to use Surf Excel. * manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal satisfaction.
Consumers with a high optimum stimulation level
- More open to risk-taking, more likely to be innovative have a greater willingness to take risks, try products with many novel features, and shop in new retail outlets.
- Likely to respond favorably to promotional messages stressing more rather than less risk, novelty,or excitement.
- To seek purchase related information and to accept new retail facilities.
For example: The exciting and exotic Vacation Campaign of Malasia-Truly Asia is positioning of Airways to sell the Asian Adventures. These enjoy thinking. They are responsive to that part of Ad that is rich in Information.
The individuals representing this group are adventurous and often related to entrepreneurial environments. The innovators run the risk that the innovation does not catch on, and thus subject themselves to a potential loss they must be prepared to absorb. Therefore innovators have to live with the uncertainty about the potentials of the technology, which can be viewed upon as the price to pay for being pioneers in a new field – catalyzing the diffusion of new technologies.
The early adopters are ready to adopt a new technology when they observe that other individuals has started adopting, and sees the potential for being some of the first adopters of a new and promising technology. These individuals are often a more integrated part of the local society than the innovators, and their adoptions are crucial for the technology to take off and get hold of the broad public. For the early adopters the uncertainties about the merits of the new technology are strongly diminished, and can therefore adopt the new technology without running the risk of buying a young and untested technology.
This group accounts for about one third of the total number of adopters, and provide the link between the progressive early adopters and the more skeptical later adopters. In the latter half of the spectrum the late majority also represent about a third of the adopters. This group is skeptical to new innovations, and is not willing to adopt, until a lot of other people have adopted before them ensuring the success of the technology and possibly massive network effects. The last 16 % of the adopters, the laggards, often focus on traditional values and base their decisions on past events.
They are suspicious of any new inventions to change the way life are traditionally lived, and must be 100 % certain that the technology will prevail before they are willing to adopt. From a consumers’ point of view it is essential to think about the decisions of future adopters when choosing what technology to go with. The decisions of previous adopters are on the other hand a know factor and plays a role for the decision also. So does the structure of the market, i. e. which technologies are available at the time of adoption, compared to potential superior technologies that could be available in the future.
Recent findings indicate that there is a lack of willingness to wait by the early adopters. This high priority of being among the very first users of a new technology is said to inflict negative externalities on the later adopters. These later adopters can be forced to adopt an inferior technology to make sure that they are compatible with the technologies of the early adopters, or they might be forced to give up compatibility to get a superior technology. That said the diffusion of new technologies is often strongly dependent on the choices of the early adopters.
Cite this essay
Advertising and Customers. (2018, Oct 14). Retrieved from https://studymoose.com/advertising-and-customers-essay