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Actual vs Ideal self and advertising appeals

Consumer Behavior Project 11/17/12

Morgan Stewart

on 29 November 2012

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Transcript of Actual vs Ideal self and advertising appeals

Actual vs Ideal Self
Advertising Appeals Actual Self Ideal Self Advertising Appeals The representation of the attributes that you believe you actually possess, or that you believe others believe you possess. The representation of the attributes that you would like to possess. Fear Focus on the negative outcomes that can happen because of an action or inaction. Promotes immediate behavior change. Advertising Appeals Humor Make consumers laugh and create an emotional link with the product. Enhances recollection, evaluation and the intent to purchase the product Advertising Appeals Rational Focus on the consumer's need for practicality and functionality in a product. Focuses on product features and cost. Advertising Appeal Sex Capture attention, but seldom promote product consumption. Advertising Appeals Bandwagon Makes consumers believe they are missing out by addressing the consumer's need to belong. Idealized version of yourself created out of what you have learned from your life experiences, the demands of society, and what you admire in your role models. Any questions? Kaley James, Leah Seal, Morgan Stewart
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