Kiss and Tell

I THINK, THEREFORE I BUY 20 October 2011

Here at Kiss we have many types of research tools available to us; ranging from running focus groups with our listeners to navigating our way around data systems such as eTelmar, AdDynamix or Snap Surveys to name a few. However, we wanted to explore the more emotional side to consumer research; how do our consumers feel about our brands? What is it about advertising that draws in potential customers? What are the psychological strategies behind the glossy adverts? To answer these questions we enrolled Phoebe James on a social psychology course which, combined with learnings from additional reading, she has summarised in a few memorable points below for your cognitive convenience…

THEM vs. US: According to branding guru Martin Lindstrom, (and author of ‘Buyology’) one of the most successful branding methods involves pitting your brand or product against a rivals by highlighting your unique selling points; he believes this will encourage a sense of belonging and identification with your brand values. This method is also known as the ‘Them vs. Us’ strategy and not only helps strengthen loyalty amongst current fans but also can be a brazen way to attract new followers. One of the most famous examples of brands using this technique to good effect was demonstrated by American car hire specialists Avis in the 60s. Number 2 in the car hire market behind giants Hertz they acknowledged their number two status behind their rivals by saying that’s why they ‘try harder’. The campaign had spectacular results (please click here to read about it in more detail). It created a memorable point of difference vs. the competition that they still use today:

Another classic example of this would be the famous ‘cola wars’ of the 80s with the Pepsi challenge taste test vs. Coke. Acknowledging a rival to create a point of difference is still something Pepsi use today:

STEREOTYPES: Stereotypes, prejudice and discrimination are not only terms that apply to society and the individuals within it, they also occur with regards to brands. Stereotypes (as well as being assumptions) are used as a type of social shortcut; we assume we know what people or brands are like due to how they look/behave/portray themselves and we find it easier to judge on face value rather than taking the time to understand a little more about the individual or product. However, stereotypes are not always negative. For example, we can be drawn towards certain products because they appear ‘cooler’ than others and will therefore enhance our social status. Apple did exactly that by choosing to have white earphones instead of the standard black that had dominated the market previously, thereby creating an instant recognisable branding marker of Apple products. This subsequently lured people into the seemingly ‘cool’ and ‘exclusive’ world of Apple and ensured people all over the world knew what those white earphone symbolised a stereotypical ‘cool’. 

CONFORMITY: Some of the most famous, shocking and challenging psychology experiments took place in the 1960s/70s to examine conformity.  This was around the time that psychology began to wake up to the disturbing realities of World War II and decided to take a closer look at what made human beings behave in such formidable ways. Psychologists Philip Zimbardo and Stanley Milgram’s experiments in particular (explained in the videos below) explored individuals’ limits and in essence tested their social consciences. These psychologists wanted to understand the effect authority and power have on people both alone and in communities. What kind of person could be coerced into knowingly harming a relative stranger? How can the pressure of a social situation brainwash people into acting completely out of character?

Less frightening examples of conformity can be seen in everyday life with regards to, for example, clothing trends. Dominant fashion styles achieve such high coverage on the high street due to the general public’s need to feel included and yet ironically express their individuality at the same time. Conformity is a complex yet intriguing aspect of society and experiments into this field can help us to understand the power of persuasion and influence.

SOMATIC MARKERS: ‘The more obscure the better’; an attention grabbing rule which can work wonders for advertising agencies and brands. Companies such as Cadbury’s and comparethemarket.com are experts at associating their brands with contrasting yet unforgettable obscurities which have proved a hit with the general public. The reason behind why such strikingly different objects or themes are sometimes marketed beside each other can be linked to the linguistic term ‘somatic markers’. Somatic markers can be described as brain ‘shortcuts’. For example, when presented with a list of words i.e. ‘bed, snooze, covers, comfort, relax’ our brains will automatically include other words associated with this collection e.g. ‘sleep’, even though this word has not been included in the original list. When attempting to hook in new customers advertisers exploit this lazy side of our brains and aim to grab our attention by juxtaposing two wildly disparate objects which then with frequent exposure, become joined in our minds. This is an example of the gentle manipulation we are exposed to daily through the power of advertising. 

MIRROR NEURONE: A final interesting fact that we have discovered about advertising is that an audience generally respond better to an ad when it features one or more people. If we see someone spritzing on a perfume, sporting the latest fashions or lounging on a luxurious sofa, we are subconsciously more likely to want to copy these actions rather than if we are just presented with the perfume bottle, a pile of clothes or an empty sofa in a room. Our instinct is to emulate what we see, hence the title ‘Mirror Neurone’. Linked with the ‘Mirror Neurone’ concept comes the idea that the public prefer to see ‘normal’ people in adverts over that of a famous face or celebrity as it gives the brand an air of authenticity and enhances believability. This finding may be contrary to popular belief when compared to the huge amount of companies who are asking celebs to be the face of their product with the hope that a celebrity endorsement will help increase sales. While this method may well get brands noticed, it might at the same time limit the amount of trust consumers have in that brand.

If you are interested in further examples of how psychology affects brands and advertising please take a peek at these links: 

A fresh example of how Lindstrom has used his branding expertise to help sell America’s Next Top Model’s can be seen at Martin Lindstrom's website.

Social Psychology course at City Lit University: City Lit: The Centre for Adult Learning