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.