INFLUENCES OF NONCONSCIOUS BEHAVIOR ON MARKETING 4
Influencesof Nonconscious Behavior on Marketing
JohnBargh claims that an effective marketing strategy can exploit theunconscious influence of a target market to reap maximum benefits.(Courbet and Fourquet-Courbet (2014) argue that the “non-consciouseffects” on marketing is an ethical marketing approach because itappeals to the customers by providing by providing a sample of aproduct experience. For example, a brand of shades is like to becomepopular if renowned movie stars wear it when shooting the video. Theactors’ fans are likely to purchase the same brand of shadesbecause they want to appeal to resemble their icons (Courbet &Fourquet-Courbet, 2014).
Inaddition, the nonconscious influences on marketing are legitimatebecause it impresses the customers through informing them about thebenefits of the product. For example, television advertisements, webbanners and placing products in the movies create emotional appeal tothe concerned persons by displaying the benefits of a product(Chartrand & Fitzsimons, 2010).
Chartrandand Fitzsimons (2010) assert that automatic marketing influence isbeneficial because customers purchase products they are assured oftheir quality. For example, one manufacturer makes over 90% ofelectronics’ brands in certain people’s homes. This is despitethe popular brand’s products retailing at a higher cost than itscompetitors do. Manufacturers intending to impress on many customersensure to manufacturer standard and high-quality products. Thisreduces the risk of buying low-quality products (Chartrand &Fitzsimons, 2010).
However,nonconscious marketing strategy can be disadvantageous because itprevents target customers from trying new products that may havehigher quality than the regular products. Besides, emotional appealcan prevent an individual’s independent reasoning. For example, acelebrity engaging in harmful activities such as smoking or eatingjunk foods can appeal to his or her fans to engage in the unhealthyhabits. Fortunately, manufacturers offer money back guarantee in casea product fails to meet the specifications described in theadvertisements (Martin & Morich, 2011). Moreover, social mediaoutlets provide a platform where customers can review or commentabout products. As a result, the customers are often well informedconcerning reliability of the products.
Chartrand,T.L & Fitzsimons, G.J. (2010). Nonconscious Consumer Psychology.Journalof Consumer Technology.1-3.doi:10.1016/j.jcps.2010.12.001.
CourbetD. & Fourquet-Courbet M.P. (2014). Non-conscious Effects ofMarketing Communication and Implicit Attitude Change: State ofResearch and New Perspectives. InternationalJournal of Journalism and Mass Communication,1(3).p.1-14. doi: 10.15344/2349-
Martin,N. & Morich, K. (2011). Unconscious mental processes in consumerchoice: Toward a new model of consumer behavior. Journal of BrandManagement, 18, 483–505. doi:10.1057/bm.2011.10.