Consumer Psychology & Women Consumers.

HOW CONSUMERS REACT TO A PRODUCT.
EMOTIONAL OR RATIONAL?

In the market, there are two types of consumers:

(A) Rational Consumer - the potential consumer who carefully paid attention to promotional messages before making product choices. Classic economic theory rates this particular consumer a self-interested and naturally desiring person to maximize profits while valuing time (Haugtvedt,C.P, et.al, 2012).

(B) Emotional Consumer - the potential consumer who is stimulated by advertising will encourage them to try particular products and brands. If the feel-good factor is reinforced, repeated purchases will likely occur (Wright, R, 2006).

stevensonfinancialmarketing, 2012

Here, for our re-created ad, we would like contemplate to reach out either to the target audience's rational or emotional side. There has always been a debate as to whether women or men are more susceptible to advertisements and the truth is, according to our research, women are more susceptible to emotional appeal than men, advertising could persuade women by first addressing their sentiments to attract their interest (McGovern, C, 2009).

References:

-Haugtvedt, C.P, et.al, 2012. Handbook of Consumer Psychology. New York:Psychology Press.

- McGovern, C, 2009. Sold American: Consumption and Citizenship, 1890-1945. Chapel Hill:University of North Carolina Press

- Wright, R, 2006. Consumer Behaviour. [online] Available at: <http://books.google.com.my/books?id=R329I_4nQOgC&printsec=frontcover#v=onepage&q&f=false> [Last Accessed 21 November 2013].

By VANESSA VERA.
*This post is strictly unofficial. For educational purposes only and is based on student opinion and research. Not for any other uses.