Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, January 24, 2013

Clinique-Time interrupted

This advertisement was launched by the cosmetics company Clinique. It relies in source credibility, since it describes how the release of this product took a lot of previous scientific research carried out by experts of the brand. It also uses nature as a attractive feature for the consumer. It does not use any model,so it focuses on the product. Also helping the costumer to focus on the product is the lack of any background color. All this suggests that by using this moisturizer every night we are closer to the long wanted wish of eternal youth.

Research suggest that the association of a product with nature leads to pleasant feelings and has a positive influence on the consumer's attitude towards the brand (Hartmann.& Apaolaza-Ibáñez, 2009). In an expermiental study, several prints advertisements were created develop the expermiental conditions. Each subject was randomly assign to see a one out of the three kinds of advertisement. The first one presented a neutral brand, with no nature association. The second one showed a made up brand in which the first one was changed and presented as a nature associated brand now, but without images of nature. The third one actually showed images of nature. Afterwards, the participants were presented a questionnaire. The results showed a better brand appreciation for the nature associated brand, and greater when there was a nature experience ( created by the images).

One of the most used marketing strategies is the source credibility.People will buy something which is created or advised by an expert on that field. As the credibility of the source increases, the likelihood of influencing the customer increases ( Petty & Wegener ,1998).
There is also evidence that this credibility creates attention to the advertisement and promotes a positive attitude towards the brand ( Phillips & Lee, 2005).

Historically, there has not been a lot of research concerning how the background color of the advertisement affects the consumer attitudes towards it but more recently there has been growing interest in that field of research. Color is known for producing affective, sensory, cognitive and perceptual effects.Background color does not provide any new information about the product but represents emotion and affectivity. In a study, it was demonstrated that changing the background color of an advertisement changed the attitude of the subjects towards the product.

Hartmann,P.& Apaolaza-Ibáñez,V., (2009) Green advertising revisited :Conditioning virtual nature experiences. International Journal of Advertising, 28(4), 715-739.

Yilzman, C., Eser Telci, E., Bodur, M. & Eker Iscioglu, T.( 2011).Source Characteristics and
advertising effectiveness :The roles of message processing motivation and product category knowledge. International Journal of Advertising. 30(5), 889–914.

Middlestadt, S.E. (1990). The Effect of Background and Ambient Color on Product Attitudes and Beliefs. Advances in Consumer Research. 17. 244-249.

1 comment:

  1. Nice description of Hartmann & Apaolaza-Ibanez.


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