CONSUMER BEHAVIOR

  

Workbench Memory is the storage area in the memory system where information is stored while being processed and encoded for later recall and future use. Encoding of the message for later retrieval is necessary for marketing messages to be effective. Let’s consider an advertisement for a food or beverage item. Unless we are in the store or out actively looking for something to eat or drink, the messages appear at inopportune times. Unless the message is encoded as memorable, our ability to retrieve that message does not exist.
The message source plays an important role in the encoding process. The following 5 characteristics are most frequently used to encode messages:
Likability
Attractiveness
Expertise
Trustworthiness
CongruenceA cute little boy shows his affections for an equally cute little girl. He is, by no means an aficionado on food or finances, but the jingle in his pockets, tells us that he is successful in life (and in love) by his choice to escort his date to McDonald’s! Of course, the message receivers’ characteristics of prior knowledge and familiarity validate the young man’s wise choices in life (and in love).
For this week’s discussion, find an ad (video, commercial, picture, social media post, celebrity/influencer endorsement) that you think is memorable. This can be an old ad from your childhood or for something that you may not purchase. Explain how the messenger and encoding work together effectively to influence the likelihood that you would choose a product or brand if needed.
Remember: Not all influencers are celebrities, Geico, Sprint, Popeye’s use very memorable people to promote their products. Sometimes a good tag line like, “He went to Jared” can be the easiest to recall for a once-in-a-lifetime purchase like an engagement ring.
Find a memorable ad. Provide your explanation