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.

Wednesday, March 21, 2018

Positive Vibes only! How clever marketing almost got me to buy a product I already own!

Earlier this week I received an email from LoveHoney, a UK based sex toy company. They unveiled there new range of ‘Positive Vibes’.

This is a series of 4 new vibrator designs: Rainbow, vibes before guys, I only f*** with magic, and good vibes only. And I have to say I was completely drawn in and almost brought one immediately. But then I realised wait? Don’t I already own one of these? 

This is the Cupids Classic Vibrator that I got for £8, half the price of the Positive Vibes! As you can see they are very similar products. I for a good half an hour believed this was a whole new product. So how does this clever marketing work?

Authority: A reputable company sent me this and I trust their option. It was also sent directly to me with my name in the email – I know this is automated but the personal touch did increase my engagement with the email. So when they tell me there is a super cool new product – I believe them! (Saleem, S., & Abideen, Z. 2011).

So yes the new ones are much prettier. But when you know both are the same device, why am I still so drawn in by the new one?

Catchy phrases: ‘Positive Vibes’ and ‘Be Sextraodinary’ are both short, snappy and catchy phrases. They get the attention of the viewer (Wyckham, Banting & Wensley, 1984). They also communicate the idea that this product is both positive and empowering, as does the colour scheme which is bright and colourful while also being non-threatening.  
Attractiveness: It is fair to say that the new ones do have prettier designs and are more eye catching.
So well done LoveHoney. Your new range is super cute and I’m sure I will buy one before long! Or maybe, as we learnt in week one, I could try asking for one and see what happens!

Saleem, S., & Abideen, Z. (2011). Effective advertising and its influence on consumer buying behavior. European Journal of Business and Management, 3(3), 55-67.
Wyckham, R., Banting, P., & Wensley, A. (1984). The language of advertising: Who controls quality?. Journal Of Business Ethics, 3(1), 47-53.

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