How real is the consumption experience?

Why people binge is exactly why marketers have a chance at being successful with consumers. The fact is, 'the dynamics of bingeing may have more to do with personal and cultural expectations than with the number of upside-down margaritas consumed.'

When it comes to consumers, a smart marketer can build these 'expectations' beforehand for the consumer. That is, even before consumption actually happens. These predetermined expectations would then lead to successful 'realisations' on consumption. The consumer ends up experiencing what the marketer has told him he would.

Take the case of 'transformational ads'. A transformational ad is defined as 'one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement'.

No wonder they say its all an illusion. They have a point.


Popular Posts