Package Analysis

This is a package analysis of Clorox Disinfecting wipes:



Right away you recognize the Clorox brand at the top of the package. This makes it easy for identification for those who are very loyal to that brand. This is also important to penetrate our physiological screening process. The bright colors (there are yellow, purple, blue, pink) grab your attention right away.

But first and foremost as the purpose of packaging is CONTAINMENT AND PROTECTION OF THE PRODUCT and convenience. Clorox used a relatively new concept that was both innovative and helpful to the consumer: an upright container, where you pull the wipes out of a hole like a tissue box: this way, you don't have to touch all the wipes trying to grab only one, and the liquid solution on the wipes doesn't drip to the bottom of a flat box (like wipes usually are). It's upright position also makes it easier to store in pantries of cabinets. It also makes it a bit more attractive of a product instead of a big box sitting on the counter. It looks almost more approachable, and cleaner of a design (which may be penetrating my psychological screens...)

cognitive dissonance

Cognitive dissonance is when people strive to justify their behavior by reducing the inconsistency between their perceptions of their purchase and reality.

Simply put, when you feel regret after buying a purchase, you often try to justify why you bought it. This usually happens with more expensive product.

Usually, this happens when your purchase decision was based on the peripheral route on the elaboration likelihood. When you only respond to basic stimuli ("ooh, pretty colors on that iPod") you fail to realize the truth about the product. Your attention shifts to NONPRODUCT information (colors, music in the background, endorsement) and your comprehension of what the product does is very shallow. Instead of forming an attitude toward the PRODUCT THEN BRAND, you form attitudes and beliefs toward the ADVERTISEMENT THEN BRAND.

MY OWN experience of cognitive dissonance was when i bought my digital camera. I didn't go through the motions of central perception route - i didn't ask for opinion, i didn't watch multiple advertisements with high involvement, i didn't even read or research good cameras. I just went to the store one day and saw a camera.

It was red. It was shiny. And it was relatively cheaper than the rest (although still pretty expensive...)

IMMEDIATELY i experienced problems. The shutter speed was very slow - i had to wait for a few seconds after i pushed the button for anything to happen. The flash was terrible, and i was really reconsidering my purchase. But i tried to JUSTIFY it, thinking to myself: "after all, it IS my favorite color" OR "nobody else has one like it" OR "i already bought it, so i'll make the best of it"

Advertising can help (or persuade) us to keep that purchase by reminding us or reassuring us that our decision was correct, and our purchase was worth it. It defends the purchase/product against any skepticism.

Needless to say, i still have that camera (it's been about 2 or 3 years now). I have YET to see such an advertisement that reassures me of my purchase.

Meanwhile, i see PLENTY of other ads for this camera:

I plan on making an informed decision next time, more central route, than peripheral...

and ya know? Christmas is coming up....

positive/negative motives....

Yesterday in class, we talked more about consumer behavior and the motives that ads have.

There are ads with a negatively oriented motive, or positively oriented motive.

Motivation is the underlying forces that contribute to the consumers' purchasing behavior.

Negative motives have a prevention focus: they are concerned with avoiding negative outcomes. Positive motives have a promotion focus: they are concerned with obtaining positive results.

watch this video:



This is an example of positive motives. Bud Lite is promoting their new beer that has a lime infusion - all apart of the whole "summer fun" experience.

Their statement was: "if you DO drink this, you will be surrounded by young, attractive friends, chillin' at the pool, having fun"

In terms of consumer behavior and motivation process, this is what the commercial accomplished:

1.) You sitting on the couch watching this vs. the POTENTIAL lifestyle once you have their product is an example of ideal status vs. actual status. This creates tension and you may feel the need to do something about it....buy the drink.

2.) Through the use of cool colors, fun music, young/attractive people, and the punchline: "but it's still not summer, until you bring it out", the ad creates positive DESIRABILITY for their product.

3.)Since this is simply a beer, it is fairly easy to obtain (unlike the abs after the exercise machine....)So, the product has PROBABILITY.

Both #2 and #3 pose the desirability of drinking and probability of drinking. The pathway, according to bud light, is:

4.) THEM! BUY BUD LIGHT LIME.