Final Essay Môn Consumer behavior | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

lOMoAR cPSD| 59078336
Scare You Smokeless
1. Describe each attitude component used in deterring cigarette smoking in the U.S.
2. Using what you know about fear appeals, do you think the graphic approach will work better than verbal warnings?
3. Find and evaluate an advertisement for e-cigarettes using the information from this chapter.
1. Three main components used to deter cigarette smoking in the U.S Affective Component (Fear):
● Warning Labels: The proposed graphic warning labels with images of diseased lungs or
rotting teeth aim to create a strong emotional response of disgust and fear associated with
smoking. This negative association can deter people from starting or continuing to smoke.
● Anti-Smoking Advertisements: These ads can also leverage fear by showcasing the health
consequences of smoking, such as lung cancer, emphysema, and heart disease. They might
depict individuals suffering from these illnesses or the emotional toll on loved ones. The
emotional impact can discourage people from wanting to experience those consequences.
Behavioral Component (Making Smoking Difficult):
● Smoking Bans in Public Places: By restricting smoking in restaurants, offices, theaters, and
other enclosed spaces, the act of smoking becomes less convenient and socially acceptable.
This makes it harder for people to smoke throughout the day and reduces the social influence that might encourage smoking.
● Increased Cigarette Prices: Higher cigarette prices create a financial barrier to smoking. This
can deter people, especially price-sensitive individuals, from purchasing cigarettes and encourage them to quit.
Cognitive Component (Education and Awareness):
● Anti-Smoking Campaigns: These campaigns provide factual information about the health
risks of smoking, dispelling any misconceptions and promoting the benefits of quitting.
Educational campaigns might target specific demographics with tailored messages to raise awareness of the dangers.
● Ban on TV and Radio Advertising: Prior to the ban, cigarette ads portrayed smoking as
glamorous and healthy. Removing these ads from people's daily media consumption reduces
the positive association with smoking and prevents the constant reminder to smoke.
2. Based on what we know about fear appeals, graphic warnings on cigarette packages likely
have the potential to be more effective than just verbal warnings. Here's why:
● Increased Salience: Graphic images are more attention-grabbing and evoke a stronger
emotional response than just text. lOMoAR cPSD| 59078336
○ Imagine a cigarette pack with a verbal warning that says "Smoking causes lung
cancer." While informative, it might not be as impactful.
○ Now imagine a pack with a large photo of diseased lungs next to that warning. The image
is more likely to grab your attention and leave a lasting impression.
● Emotional Impact: Fear is a powerful motivator. Graphic images can be more visceral and
disgusting, leading to a stronger feeling of fear and aversion to smoking.
○ The photo of diseased lungs might elicit feelings of disgust and fear of a similar fate,
potentially deterring someone from smoking.
● Personalization: Images can be more relatable than text. People are more likely to imagine
themselves experiencing the consequences depicted in the graphic image.
○ The photo of diseased lungs can make the health risks seem more real and personal, as
opposed to a distant statistic mentioned in a text warning.
Examples of effectiveness:
● Studies in countries like Canada and Australia that have implemented graphic warning labels
show a trend of decreasing smoking rates. While other factors might contribute, the graphic
warnings are considered a significant factor.
● An anti-drunk driving campaign used a powerful image of a mangled car wreck. This campaign
is credited with raising awareness and potentially reducing drunk driving incidents.
It's important to note that fear appeals aren't a guaranteed success. Some people might become
desensitized to graphic imagery over time. However, research suggests they can be a compelling tool,
especially when combined with other anti-smoking strategies.
3. Since the passage is from 2012, it predates the current landscape of e-cigarette marketing,
which might utilize different tactics based on evolving regulations and research.
However, based on the information about cigarette marketing and the discussion of e-cigarettes in the
passage, we can predict some potential tactics e-cigarette advertisements might use:
● Focus on the affective component (image): They might portray e-cigarette users as
sophisticated, trendy, or youthful.
● Focus on the cognitive component (information): They might highlight e-cigarettes as a safer
alternative to cigarettes (which lacks conclusive evidence according to the passage).
It's important to remember that e-cigarettes are not harmless. They typically contain nicotine,
which is addictive. The long-term health effects are still under research.
THE WORLD SHARES A COKE
1. Chapter 11 discusses the three components of attitude(cognitive, affective, and behavioral).
Which of these components does Coca-Cola focus on in the “Share a Coke” campaign? Does
your response change based on the context of the country in which the campaign is being used?
For example, before the initial Australian 2011 campaign, roughly half of the young people had lOMoAR cPSD| 59078336
never tried Coca-Cola, whereas most people in the U.S. had tried Coca-Cola many times before
the campaign was launched there. Explain.
The Coca-Cola "Share a Coke" campaign focuses primarily on the affective (emotional) and
behavioral components of attitude, with some influence on the cognitive component depending on the
campaign's adaptation in each country.
● Affective Component (Emotional): The campaign is built around creating a positive
emotional connection with the brand. Here's how:
○ Personalization: Seeing your own name or a loved one's name on a Coke bottle
creates a sense of connection and excitement.
○ Sharing: The campaign encourages people to share a Coke with someone they care
about, fostering positive social interaction and emotional bonding.
○ Positive Associations: The use of popular song lyrics and emoticons in some variations
adds a layer of fun and cultural relevance, creating positive associations with the brand.
● Behavioral Component (Action): The campaign prompts people to take action:
○ Searching: People actively seek out bottles with their names or names of their friends,
encouraging purchase and exploration of the product range (e.g., Coke Life, Cherry Coke).
○ Sharing: The campaign leverages social media with the #ShareACoke hashtag,
encouraging people to share photos and experiences with the product, increasing brand
visibility and social sharing.
● Cognitive Component (Informational): The impact on the cognitive component varies depending on the context:
○ In Australia (pre-campaign): For young people who hadn't tried Coke before, the
campaign introduced them to the product and potentially created a positive initial association. (Cognitive)
○ In the US (established market): For existing consumers, the focus is more on emotional
connection and social interaction, reinforcing brand loyalty. (Affective & Behavioral)
The campaign's adaptability is a key strength. In India, for example, using local slang terms for parents
adds a layer of cultural understanding that strengthens the emotional connection. Similarly, voice-
activated vending machines in South Africa addressed a practical challenge (name diversity) and likely
created a sense of novelty and excitement, further influencing behavior.
Overall, the "Share a Coke" campaign demonstrates a strategic focus on emotions and social behavior,
with the level of cognitive influence depending on the pre-existing brand awareness in a particular market.
2. Chapter 11 discusses sources characteristics, and particularly celebrity sources. lOMoAR cPSD| 59078336
a. How did Coca-Cola use celebrity sources?
The text passage about the "Share a Coke" campaign doesn't explicitly mention Coca-Cola using
celebrity sources in the traditional way (celebrity spokesperson featured in commercials). However, we
can analyze how the campaign indirectly incorporates elements of celebrity sources:
Indirect Use of Celebrity Sources:
● Promotional Samples: The campaign sent out Coca-Cola products with personalized names
to local celebrities like Emma Roberts (American actress) and Tahir Raj Bhasin (Bollywood
actor). This creates a two-pronged effect:
○ Increased Visibility: These celebrities have a large following and media presence. When
they receive and potentially share (through social media or interviews) the personalized
Coke bottles, it generates buzz and increases campaign visibility.
○ Credibility by Association: People often admire or trust celebrities. Seeing them
associated with the campaign, even indirectly, can create a sense of trust and positive
brand association for some consumers. Choosing local celebrities like Tahir Raj Bhasin
in India further enhances cultural relevance and authenticity.
Benefits of this Approach:
● Cost-Effective: Compared to traditional celebrity endorsements involving commercials and
contracts, sending promotional samples is a less expensive way to leverage a celebrity's reach and influence.
● Targeted Approach: Coca-Cola could choose celebrities relevant to specific regions or
demographics, tailoring the message to different audiences.
● Organic Buzz: By giving celebrities a personalized experience, the campaign encourages
organic sharing and social media buzz rather than feeling like a forced commercial message.
Limitations to Consider:
● Control: Coca-Cola has less control over the message when compared to a scripted commercial
endorsement. The celebrity might not actively promote the product or endorse it in a specific way.
● Reliance on the Individual: The effectiveness depends on the chosen celebrity's personality
and their engagement with the campaign.
b. Why would these celebrity endorsers be effective?
Here's why this approach could be effective:
Increased Visibility and Social Proof:
● Celebrity Following: Celebrities have a large established audience of fans and followers. By
sending them personalized Coke bottles, the brand gets in front of a wider audience and
leverages the celebrity's reach. lOMoAR cPSD| 59078336
Social Sharing: When celebrities share their personalized Coke bottles on social media, it
creates a ripple effect. Their followers see the post, potentially get curious, and might share it
further, increasing campaign visibility organically. This social proof adds to the campaign's
credibility and creates a sense of "everyone's doing it."
Credibility by Association and Emotional Connection:
● Trust and Admiration: People often trust or admire celebrities they identify with. Seeing a
respected celebrity associated with the campaign, even indirectly, can create a sense of trust
and positive brand association for some consumers.
● Aspirational Value: Celebrities are often seen as aspirational figures. By associating with
them, Coca-Cola can connect the brand with positive emotions like excitement, success, or being part of a "cool" group.
Cultural Relevance and Authenticity:
● Local Celebrities: Choosing celebrities relevant to the specific region or country (like Tahir
Raj Bhasin in India) helps the campaign resonate with the local audience. It feels more authentic
and culturally relevant compared to a global celebrity endorsement that might not translate well across different markets.
● Organic Engagement: By receiving personalized bottles, celebrities might be more inclined
to share them organically on social media platforms they already use, making the promotion
feel more genuine and relatable to their audience.
3. Chapter 12 discusses possessions and the extended self. Discuss how the “Share a Coke”
campaign incorporated the concept of self to encourage sales of its products.
The "Share a Coke" campaign brilliantly incorporated the concept of self to encourage sales in a two- pronged approach:
1. Personalization and Self-Expression:
● Self-Image: By placing people's names on Coke bottles, the campaign transformed a generic
product into something personal. People felt a sense of connection and could see themselves
reflected in the product. This association with self-image could make them more likely to
purchase and share the personalized bottles.
● Social Sharing: The campaign encouraged sharing Cokes with friends and family whose
names were on the bottles. This act of sharing became a form of self-expression, allowing
people to connect with others and potentially project a desired image (e.g., thoughtful friend,
cool relative). Sharing photos on social media with the #ShareACoke hashtag further amplified this self-expression aspect. 2. The Extended Self:
● Relationships and Belonging: The campaign focused on sharing Coke with loved ones. This
act of sharing strengthens social bonds and reinforces a sense of belonging to a group (family, lOMoAR cPSD| 59078336
friends). People might be more likely to purchase a Coke with a loved one's name on it to
connect with them and demonstrate they care.
Shared Experiences: By personalizing the product and encouraging sharing, the campaign
created a sense of shared experience between consumers. People could bond over finding their
names or the names of loved ones, creating a sense of community and belonging.
Here's how these aspects influenced sales:
● Increased Product Value: The personalized bottles became more than just a beverage; they
were a unique, customized item with a perceived higher value. People might be willing to pay
more for a product with their name on it.
● Collectibility and Fun: The "hunt" for names and the limited-edition nature of the campaign
fueled a sense of collectibility and fun. People were motivated to purchase multiple bottles to
find their own names, names of loved ones, or simply to complete a collection.
● Social Currency: Sharing personalized bottles and photos on social media became a form of
social currency. People might have felt a sense of accomplishment or social status by finding
rare names or participating in the trendy campaign.
By incorporating the concept of self through personalization, self-expression, and the extended self, the
"Share a Coke" campaign created a deeper connection with consumers and motivated them to purchase and share the product.
Mannequins, More Than Just Store Dummies
1. Have you noticed the new mannequins in stores where you shop for clothes? What is your reaction?
Intrigued: The passage describes these mannequins as more attention-grabbing and realistic than
traditional mannequins. People might be curious or surprised by the more dynamic poses, detailed
features (like tattoos), and life-sized proportions.
Appreciative: Some shoppers might appreciate the use of mannequins in various sizes, reflecting a
wider range of body types. This can be more relatable and helpful in visualizing how clothes might look on them.
Uncomfortable: The use of cameras in some mannequins (EyeSee Mannequins) might raise privacy
concerns for some shoppers. The idea of being tracked or having their data collected might make them feel uneasy.
Indifferent: Not everyone might be swayed by mannequins. Some shoppers might focus more on the
clothes themselves or have a pre-conceived notion of what they're looking for, making the mannequins less influential. 2.
The new types of mannequins have centered more on women than men. Would men be
more likely to buy clothes displayed on mannequins related to their size? lOMoAR cPSD| 59078336
Based on the passage, it's likely that men would also be more likely to buy clothes displayed on
mannequins related to their size. Here's the reasoning:
● The Text's Analogy: The passage highlights a study where women were three times more
likely to purchase clothes on mannequins similar to their size. This suggests a general principle:
seeing clothes on a relatable body type can be more persuasive.
Mirror Neurons and Empathy: Research suggests mirror neurons in our brains make us more
likely to understand and respond to things that resemble ourselves. Seeing clothes on a
mannequin closer to their body size might allow men to better visualize how the clothes would
look and fit on them, increasing purchase likelihood. lOMoAR cPSD| 59078336 ●
Lack of Counter-Evidence: The passage doesn't mention any evidence suggesting men
wouldn't respond similarly to women.
While the text focuses on women's mannequins, the core concept of relatability likely applies to both genders.
Here are some additional points to consider:
● Mannequin Diversity: The trend of more realistic mannequins includes a wider range of body
types for women. It's possible the same trend will extend to men's mannequins, offering a more
diverse range of sizes and builds.
● Focus on Action Poses: The passage mentions Nike mannequins using action poses. Similar
techniques could be applied to men's mannequins, showcasing athletic wear or everyday styles
in a way men can identify with.
Overall, the evidence suggests men would likely also benefit from seeing clothes displayed on
mannequins closer to their size. This approach can enhance the visualization process and increase the likelihood of a purchase. 3.
Digital mannequins collect data from passersby who are unaware that they are being
recorded. Is this ethical?
The ethics of digital mannequins collecting data on passersby depends on several factors: Privacy Concerns:
● Unaware Customers: The passage mentions these mannequins use facial recognition software
to collect data on age, gender, and ethnicity, but doesn't record sensitive biometric data.
However, people being recorded without their knowledge or consent is a significant privacy concern.
Transparency and Disclosure:
● Lack of Transparency: The passage doesn't mention any signs or disclosures informing people
about data collection. Transparency is crucial for ethical data practices. People should be aware
they're being recorded and have the option to opt-out.
Data Usage and Purpose:
● Unclear Purpose: The passage mentions the data is used for marketing campaigns and store
displays, but doesn't specify how exactly. Without clear guidelines on data usage and
limitations, ethical concerns remain.
Potential Benefits vs. Risks: lOMoAR cPSD| 59078336 ●
● Benefits: Data can be used to personalize marketing campaigns and tailor store displays to better serve customers.
Risks: Data breaches, misuse of information, or profiling customers based on sensitive
characteristics are potential risks.
Considering these factors, here's a balanced perspective:
● Unethical: Using hidden cameras and facial recognition software to collect data without
informing customers is generally considered unethical.
● Potential for Ethical Use: Data collection could be ethical if done transparently, with clear
opt-out options and well-defined limitations on data usage.
Identifying Consumer Problems Using Online and Social Media
1. What are some advantages of online and social media tracking compared to traditional methods?
Online and social media tracking offer several advantages compared to traditional methods of
discovering consumer problems:
● Richer Data and Insights: Social media goes beyond simple yes/no answers or predetermined
questions in traditional surveys. It captures real-world conversations, opinions, and frustrations,
providing a richer understanding of consumer problems.
● Real-Time Feedback: Traditional methods can be slow. Online conversations happen in real-
time, allowing companies to identify and address problems faster.
● Unaided Feedback: Traditional methods might lead consumers to answer based on what they
think the researcher wants to hear. Social media captures unprompted and unguarded opinions,
providing more authentic insights.
● Volume and Breadth of Information: Social media allows you to tap into a vast amount of
data from a wider range of consumers. You can track conversations about your brand,
competitors, and broader industry trends.
● Identifying New Needs: Social media can reveal not just problems with existing products but
also unmet needs and areas for innovation. Customers might discuss frustrations or wishlists,
sparking ideas for entirely new solutions.
Overall, online and social media tracking offer a more comprehensive, real-time, and nuanced view of
what consumers are thinking and feeling. This can be invaluable for businesses looking to improve their products and services. lOMoAR cPSD| 59078336 ●
2. In what ways might the viral nature of a given topic be important to marketers in assessing the
importance of a given problem?
The viral nature of a topic on online and social media can be important to marketers in assessing the
problem's importance in several ways:
Gauging Widespread Concern: A viral topic indicates many people are discussing and
sharing the issue. This suggests the problem is widespread and resonates with a significant
portion of the target audience. Marketers can't ignore a problem that's generating a lot of online buzz.
● Identifying Underlying Issues: Social media discussions around a viral topic can go beyond
the surface complaints. Marketers can analyze the conversation to understand the root causes
of the problem and potential solutions.
● Prioritizing Issues Based on Urgency: The speed and intensity with which a topic goes viral
can indicate its urgency. A rapidly spreading issue might require a quicker response than a slow- burning problem.
● Understanding Sentiment and Public Perception: Viral discussions reveal the emotional
tone and public perception surrounding the problem. This helps marketers understand the
severity of the situation and tailor their response accordingly. For example, a humorous meme
about a product issue might indicate mild annoyance, while angry tweets suggest a more serious problem.
● Identifying Potential Solutions Through Crowd-Sourcing: Viral discussions can sometimes
lead to crowdsourcing solutions. People might share workarounds, offer suggestions, or even
develop creative solutions. Marketers can leverage these ideas when addressing the problem.
3. Do you see any ethical concerns related to this approach? Explain.
Yes, there are some ethical concerns related to using online and social media tracking to identify consumer problems:
● Privacy Concerns: Tracking online conversations can raise privacy issues. Consumers might
not be aware their discussions are being monitored, and they might not have consented to
having their opinions used for commercial purposes. Companies should be transparent about
their data collection practices. lOMoAR cPSD| 59078336 ●
● Misinterpretation of Sentiment: Social media analysis can be complex. Automated systems
might misinterpret sarcasm, humor, or cultural nuances within comments. This could lead to
companies misunderstanding the true nature of a problem.
● Focus on Volume Over Nuance: A focus on viral topics might lead companies to prioritize
problems with the most online noise, neglecting quieter issues that could be equally important.
● Potential for Manipulation: Companies could potentially manipulate online conversations to
downplay negative feedback or promote their own agenda. This could erode trust with consumers.
Lack of Context: Social media posts often lack context. Companies might not fully understand
the situation behind a complaint without further research.
Push and Pull Strategies in Mobile Marketing 1.
With cell or smartphones even less easily controlled and monitored than home computers,
what ethical and regulatory issues are raised regarding mobile marketing to children?
Mobile marketing presents unique ethical and regulatory challenges for children due to the accessibility
and ease of use of smartphones compared to home computers. Here are some key concerns:
● Unintentional Purchases: Children might lack the understanding of in-app purchases or
hidden fees associated with mobile ads. They might click on something unintentionally and
incur charges on a parent's account.
● Privacy Concerns: Mobile marketing often involves collecting data like location and browsing
habits. Children might not be aware of how their data is being collected and used, and they
might not have the capacity to understand or consent to data collection practices.
● Targeted Advertising: Mobile ads can be targeted based on demographics and browsing
history. This can lead to manipulative advertising practices targeting children's vulnerabilities
and pressuring them to want specific products or services.
● Difficulty with Opt-Out: Understanding and utilizing opt-out mechanisms for mobile
marketing might be beyond a child's comprehension. This makes it difficult for them to control
the information they receive or avoid unwanted marketing messages.
● Exposure to Inappropriate Content: Mobile ads might not always be effectively filtered, and
children could be exposed to inappropriate content (violent, sexual) that is unsuitable for their age group. 2.
Beyond the approaches discussed above, what other mobile marketing approaches are
emerging? Are they effective? Explain.
Beyond push and pull strategies, several innovative mobile marketing approaches are emerging,
leveraging the unique capabilities of smartphones: lOMoAR cPSD| 59078336 ●
1. Location-Based Marketing (LBM):
● Concept: Uses GPS or cell tower data to deliver targeted ads and promotions based on a user's
location. Imagine receiving a discount notification from a nearby coffee shop as you walk by.
● Effectiveness: Highly effective for driving foot traffic to physical stores and promoting
location-specific offers. Studies show increased engagement and conversion rates compared to traditional mobile ads.
2. Augmented Reality (AR) Marketing:
● Concept: Overlays digital elements onto the real world through a smartphone camera. Imagine
virtually trying on makeup or visualizing furniture placement in your home.
Effectiveness: Can create highly engaging and interactive experiences, fostering brand recall
and product interest. However, AR technology is still evolving, and user adoption might require more development.
3. Mobile Wallets and Digital Payments:
● Concept: Enables secure and convenient in-app purchases and contactless payments using smartphones.
● Effectiveness: Streamlines the purchasing process and enhances user experience, potentially
leading to increased mobile sales conversions. 4. Gamification:
● Concept: Incorporates game mechanics (points, badges, leaderboards) into mobile marketing
campaigns to drive engagement and brand loyalty. Imagine earning points for completing tasks or participating in contests.
● Effectiveness: Can be highly engaging and increase user participation compared to traditional
marketing messages. However, the gamification elements need to be well-designed and
relevant to the brand to be truly effective.
5. Influencer Marketing:
● Concept: Leverages partnerships with social media personalities or mobile content creators to
promote products or services to their audience.
● Effectiveness: Can be very effective, especially for reaching younger demographics who trust
influencer recommendations. However, choosing the right influencer and ensuring campaign authenticity is crucial.
3. What challenges do marketers face as they have to create campaigns that span mobile, Internet, and traditional media? lOMoAR cPSD| 59078336 ●
Marketers face several challenges when creating campaigns that span mobile, internet, and traditional media:
Challenges in Maintaining Consistency:
● Brand Messaging: Ensuring a consistent brand message across all platforms (mobile app,
website, TV ads, social media) can be difficult. The creative execution and tone might need
adjustments to fit different media formats.
● Visual Identity: Maintaining a consistent visual identity (logos, color palettes, imagery) across
various screen sizes and traditional media formats requires careful planning and design considerations.
Challenges in Measurement and Attribution:
● Tracking User Journeys: Attributing conversions or campaign success across multiple
touchpoints (mobile ad, website visit, TV commercial) can be complex. It's challenging to
isolate the impact of each medium on the final outcome.
Data Integration: Data from different platforms (mobile app analytics, website traffic reports,
TV ad viewership data) might be stored in separate systems, making it difficult to get a holistic view of campaign performance.
Challenges in Targeting and Personalization:
● Reaching the Right Audience: Targeting users effectively across different media platforms
requires understanding their behavior and media consumption habits on each channel.
● Personalization at Scale: Personalizing the marketing message and offers across mobile,
internet, and traditional media can be difficult and resource-intensive to implement at a large scale. Additional Challenges:
● Budget Allocation: Deciding how to allocate budget across different media channels can be
tricky, considering the varying costs and reach of each platform.
● Content Creation: Developing engaging content for multiple platforms requires creativity and resources.
● Technical Expertise: Executing seamless cross-platform campaigns might necessitate
technical expertise to manage different platforms and integrate data.
Context Effects on Consumer Choice
1. Why do the center-stage and decoy effects contradict rational choice theory?
Rational choice theory assumes consumers make decisions based on a logical evaluation of all available
options, considering their attributes and personal preferences. However, the center-stage and decoy
effects highlight how context can influence choices in ways that deviate from this ideal: lOMoAR cPSD| 59078336 ●
● Center-stage effect: This effect focuses on physical placement. Rational choice theory
wouldn't predict a product's location (middle vs. side) to influence preference. Here, visual
attention and a focus on the center option play a role, not a logical evaluation of product features.
● Decoy effect: This effect introduces an "inferior" option that shouldn't impact the choice
between two existing options. Rationally, a consumer wouldn't switch from their preferred
option (A) to a clearly worse option (C). However, the decoy (C) can make the originally
preferred option (B) seem less attractive in comparison to A, swaying some consumers.
Both effects demonstrate that consumers' choices can be influenced by:
● Limited Attention: We might not always carefully analyze all options and might be swayed
by what's most prominent (center) or easiest to compare with the decoy.
● Simplification Strategies: The decoy effect suggests we might use the decoy as a reference
point to simplify the decision, even if it's not a serious contender itself.
● Uncertain Preferences: As the passage mentions from Dan Ariely, consumers might not
always have perfectly clear preferences. External factors like context can nudge us towards a specific choice. lOMoAR cPSD| 59078336
These factors highlight the limitations of purely rational models of decision making and the influence
of context on consumer behavior.
2. Besides typically looking first at the center of the screen, can you think of other reasons why
consumers prefer middle options on websites?
Here are some other reasons why consumers might prefer middle options on websites, beyond the
center-stage effect of looking first:
● Risk Aversion: People often tend to be risk-averse, especially when making online decisions.
Choosing the middle option can feel like a safe bet, avoiding the potential drawbacks of the
extremes (perceived as potentially too expensive or too cheap/low quality).
● Balance and Moderation: The middle option might be subconsciously perceived as offering
a balance between the features or prices of the other two options. This can be appealing to
consumers seeking a middle ground solution.
● Decision Fatigue: With a large number of options on a website, evaluating each one in detail
can be mentally taxing. The middle option can serve as a shortcut, simplifying the decision- making process.
● Visual Hierarchy and Design Cues: Website designers often use visual cues to subtly
highlight specific options. For instance, the middle option might have a stronger color, be
positioned with more white space around it, or have a larger call-to-action button,
subconsciously drawing attention and making it seem more prominent.
● Similarity to Real-World Shopping: In brick-and-mortar stores, featured or premium
products are often placed at eye level. The middle position on a website might subconsciously
trigger an association with these well-placed products, leading to a perception of higher value.
It's important to note that these are potential reasons and consumer behavior can be complex. However,
they offer some insights into why the center position, along with other factors, can influence website choices.
3. Do you see any ethical issues related to strategies designed to position brands against decoy alternatives? Explain
Yes, there can be ethical issues related to strategies designed to position brands against decoy
alternatives, as shown in the image. Here's why:
● Deception and Manipulation: Introducing a decoy option that is clearly inferior can be seen
as deceptive. Consumers might believe they are choosing between genuinely comparable
options, when one is intentionally designed to be unattractive. This manipulation can erode trust with consumers.
● Exploiting Decision Making Biases: The decoy effect exploits the fact that consumers don't
always make perfectly rational decisions and can be influenced by framing. This can be unfair,
taking advantage of consumers' cognitive limitations rather than offering them a genuine choice. lOMoAR cPSD| 59078336
● Reduced Focus on Product Quality: The focus might shift from highlighting the actual
features and benefits of a product to manipulating the choice architecture through decoy
options. This can lead to consumers making decisions based on irrelevant factors rather than
the quality or value proposition.
However, there are arguments to be made for the ethical use of decoy options:
● Increased Consumer Choice: Some argue that offering more choices, even if one is a decoy,
can empower consumers by giving them the illusion of greater control over their decision.
● Freedom to Choose the Decoy: Consumers are free to choose the decoy option if it
unexpectedly best suits their needs, even though it's not generally intended to be the preferred choice.
Here are some ways to mitigate the ethical concerns:
● Transparency: If a decoy option is used, it should be designed in a way that is clearly different
from the other options to avoid misleading consumers.
● Focus on Value Proposition: The emphasis should be on clearly communicating the unique
features and benefits of the brand rather than relying solely on manipulating the decision architecture.
● Avoid Excessively Inferior Decoys: The decoy option shouldn't be completely irrelevant or
unusable. It should retain some level of credibility to avoid raising red flags for consumers about its purpose.
Looking at the specific image you sent, it's difficult to say definitively whether the use of Apartment C is ethical. Here's why:
● Decoy or Not? Without knowing more about Apartment C (e.g., rent price), it's hard to
determine if it's a true decoy (inferior in all aspects) or a legitimate option that might appeal to
some budget-conscious renters who prioritize location over quality.
● Transparency of Choice Architecture: Is it clear to renters that Apartment C is included to
influence their decision towards Apartments A or B?
Overall, using decoy alternatives can be ethically questionable. Marketers should carefully consider the
potential for manipulation and strive to create a fair and transparent decision-making environment for consumers.