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Submitted By
THE USES OF
Group 3
PSYCHOLOGICAL Aryan Zabee Rhyme (Roll – 17251011)
Eshrak Farhan Sami (Roll - 17251037 )
Golam Sadman (Roll –17251047)
PRINCIPLES IN
Submitted To :
Marketing implications can be of many types. For this part we will discuss the process through
which our brain goes after watching a video advertisement. For explaining this part, we have
chosen the Mercedes Benz commercial titled as ‘Sorry’ (Sorry, 2010). Here we will discuss what
happened on the brain while seeing this video advertisement.
The moment light from the video reaches our eyes the nerves take the information to occipital lobe
of the cerebral cortex of the brain. At the same time sound from the video reaches our ears and
nerves carry out the information to the temporal lobes of the cerebral cortex. These information
travel throughout the brain and start to make meaning. After going through the occipital lobe and
cerebral cortex these information reach to the thalamus of the forebrain part of the central core.
Thalamus relays sensory information to the higher parts of the brain and integrates information
from the higher part to send those to cerebellum and medulla. The cerebellum performs some of
the intellectual functioning. Once this information reaches the limbic system of the brain the
learning and memory process begins. The viewer does not conduct any motor function with the
advertisement so the pons part in inactive. This is how the brain works after experiencing an
advertisement. After watching and while watching the frontal lobe part of the cerebral cortex part
of the brain remains active. This part helps us in thinking, planning, problem solving, decision
making, and accessing and acting on stored memories. So, afterwards if the viewer experiences a
need for car the viewer can be reminded of this car and thus can decide.
Classical conditioning tells us that once conditioning is done, the subject will get conditioned
response. For this we need an unconditioned stimulus conditioned with a neutral stimulus. We can
understand more easily with a marketing example. Heineken sponsors the UEFA Champions
League. Whenever we sit to watch a champions league match we see Heineken advertisements
related with it. Individually the Heineken advertisement is an unconditioned stimulus. And a
champions league match individually is a neutral stimulus. After conditioning or advertising
Heineken while champions league match, we get a conditioned response. The response is
whenever we see a champions league match we think about drinking Heineken. As Heineken now
has stopped sponsoring champions league, we will gradually forget about the conditioned
response. That is called extinction and if again Heineken starts advertising while matches then we
will get spontaneous recovery.
Operant conditioning says that If an organism exhibits a behavior and receives a reinforcer, the
rate of behavior will increase or decrease. Positive reinforcer increases behavior and negative
reinforcer decrease behavior. For example, if in a soap packet it is written that it will whiten our
clothes and due to this if soap purchase increases it is positive reinforcer. On the contrary, if the
soap packet says that this soap removes dirt and this results in increase in buying behavior then it
is negative reinforcement. Positive and negative punishment are not used in marketing. The
effectiveness of advertisements also hinges upon how reinforcers are timed. Mountain dew gives
tk. 10 recharge every time someone buys a bottle. This is continuous reinforcement schedule. And
when an advertisement is aired daily on the same time then it is partial reinforcement schedule.
Scratch cards are the example of variable interval schedule.
In marketing cognitive social marketing is too used. Marketers target observational learning for
this. This is termed as buzz marketing. When people talk about any product or any service others
also get interested to it.
Starbucks is one of the leading global coffee franchises around the world. They have successfully
launched a lot of marketing campaigns and used Motivation and Emotions to the full extent. In
2014 and 2015, They introduced a red cup content for Christmas. The users had to share with the
photos of the special red cups and share it on social media. This generation a lot of notoriety for
the world famous brand as people shared photos of the red cup extensively. So what sort of
Motivation and what emotions were triggered?
It can be argued that Starbucks used an Arousal approach for this. People love taking photos of
their foods and drinks. Starbucks used this to their advantage and tried to associate Christmas with
their delightful coffees. By making people share their coffees on their social media. This might
arouse a need for coffee within people. Associating Christmas with Starbucks, also drives the
audience to try out their coffees. Thus making people want to sip their coffees in Christmas. It can
also be argued that Starbucks used Incentive approach. They gave an incentive for their consumers
to share the red cup photos on social media. As five random winners will be picked and will be
given rewards. Thus, giving a reason for the customers to try out and take a photo of the special
red cups.
Associating Christmas with their campaign, also associates Starbucks with positive emotions.
Christmas is a time for love, joy and happiness. So if people relate the two with each other, people
will associate Starbucks with these same emotions. From this analysis, we can accept that the Red
Cup Campaign for Starbucks was an effective use of Motivation and Emotion theories.
As the big five personality traits is the most scientific step towards personality, this can help the
marketers greatly. For example, consumers with low self-esteem will tend to respond to messages
of acceptance and belonging such as “if you dine in this restaurant you will feel appreciated and
rewarded.” Telecom companies can target extroverted people with talk times and introverted
people with music packages. Also, companies can target people who are open to experience with
their new product. In this era of Facebook and Google it is very easy for marketers to target
personality-based audience.
Conclusion
Throughout this entire term paper, we have discussed how the psychology principles are closely
related to marketing. These principles have been used and now are being used widely. We have
skipped some of the principles as they don’t seem to be used in marketing. Intelligence, thinking
and reasoning and memory are all basic human abilities. As a marketer our target is to enter the
long-term memory of the customer. With the help of the discussed psychology principles we can
achieve so. From logo design to targeting to product creation everything falls into the scope of
marketing. With the use of psychological theories, we can effectively conduct these parts.
Nowadays marketing, psychology and data science all are working together to create greater values
for customers. With every new discovery in psychology we must bring in ideas to correlate it with
marketing.
References
#GucciCollectors. 2018. [Film] Directed by Glenn Luchford. France: Gucci.
logomyway.com, 2017. A look at NBC’s logo and the history behind it. [Online]
Available at: http://blog.logomyway.com/nbc-logo-history-behind/
[Accessed 20 October 2018].
Sorry. 2010. [Film] Directed by Alex Feil Element E Filmproduktion Gmbh. Germany: Jung von Matt
Hamburg.