Consumer Psychology Assignment Example | Topics and Well Written Essays - 750 words

Consumer Psychology - Assignment Example When you think of a candy, the brand should produce saliva in your mouth. M & Ms had created their popular slogan " Melts in your mouth, not in your hands", to activate the memory of the buyer to think of their product. In the case of Hershey's they have all along been associating their flagship brand Kissables, with popular shape, but with different sizes and colors, more particularly with their signature wrapping. The Associative network model of memory is the common way that the consumer researchers have conceptualized the organization of brands and brand related information in memory. (Curtis P. Haugtvedt, et al, 2008) That way both these candy marketers have applied well the activation models of memory in creating their brand equity. Activation models can primarily of two types, viz., discrete and continuous. Discrete activation models help remembering the utility of the particular product right at the time of buying and continuous activation models create growing interest in the minds of the consumer to buy that product at times of need [Yantis S, Meyer CE, 1988, 26-02-2009()] This is a war of brand equity. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has [Wikipedia, 26-02-2009()] Hershey's Kissables has a brand image with its signature wrapping. However, the CEO of the Company wonders if the comfort level of the consumer was reduced in the process of unwrapping the candy and so the consumer might choose a some other brand that would make the candy instantaneously melt in his mouth. So, he plans to shift the pattern of wrapping. The advantage part of it is that it might work. It is easy to unwrap and it is spoken high time immemorial. On the other hand, as the question itself suggests, it might take away the customer who is used to buy Kissables for its tight wrappers. Hershey's must take strategic efforts to introduce this change.. Kenichi Ohmae has very beautifully illustrated in his book 'The mind of a Strategist', as to how the roll film maker changed its less attractive brand name, first by introducing a new specification of 16 exposure film. Perhaps, Hershey's should promote the product in terms of good slogans activating the memory of the consumer as t o how the same standard is provided, with an additional advantage of easy unwrapping. 3 How might Hershey's use a nostalgia campaign to promote Kisses and/or Kissables In the political scenario, nostalgic appeals are a way to channel contemporary anxieties [ Michael Schaffer, 26-02-2009(http://www.tnr.com/politics)] This is true with regard to consumer behavior as well. The company is 100 years old and enjoys a nostalgic reputation all throughout. It was in existence even when sliced bread had not come into existence. Even

Compare and Contrast Essay Example | Topics and Well Written Essays - 500 words - 9

Compare and Contrast - Essay Example Sherlock Holmes, from the television serial â€Å"The Hound of The Baskervilles† and the movie â€Å"Sherlock Holmes,† played by Jeremy Brett and Robert Downey respectively, are compared, then it is found that they display similar traits and behavior when it comes to their mental patterns. For example, they both like the process of deduction and find it challenging. They are proud of their analytical ability to deduct the facts about people from their physical appearance or accessories. For example, Brett is shown making deduction about a man from the walking stick that he forgets in his apartment. When he sees the man getting down from the carriage, he remarks â€Å"I was right,† in a very satisfactory and happy tone. In the movie, Downey is shown making deduction about Watson’s girl friend from her appearance and her accessories. He does not refuse to state the facts even when he realizes that it might make Watson and his girl friend uncomfortable. This shows that both the characters find great mental satisfaction in making deductions about people, and do not hesitate to display their skill even if it creates discomfort for others. Secondly, both the characters are sarcastic in their expressions. For example, Brett asks Watson to make deduction from the walking stick. When Watson tells him what he thinks, Brett initially appreciates him but when Watson expresses happiness over his achievement, Brett says â€Å"but I am afraid that most of your conclusions were erroneous.† Similarly, even Downey is shown being sarcastic in his remarks. For example, in the beginning of the movie, when the inspector reaches the crime scene after the girl is saved by Holmes and Watson from being murdered by Lord Blackwood, Holmes says to the inspector â€Å"impeccable timing Lestrade,† in a sarcastic tone. Later, when inspector says â€Å"and you were supposed to wait for my orders,† Downey replies â€Å"if I had, you would be cleaning up a corpse and chasing a rumor.† This shows that