Introduction to Consumer Behaviour
Cognitive Process Of Decision Making
Before going, let us have a basic understanding of how a cognitive model works in decision-making. The word ‘cognitive’ is derived from the Latin word ‘cognoscere’, which means ‘to get to know’ relating to the mental process of knowing, learning and understanding things. So, cognitive modeling helps us to understand the fundamental processes and mechanisms that regulate behaviour and can be used to construct more realistic models of how people think, feel, and act. Cognitive models can be used to explain why people make specific decisions, how they react in various situations, and what factors impact their behaviour. The process of buying behaviour starts with identifying the problem recognition and ends with evaluating the post purchase evaluation. Each and every stage of the process in cognitive approaches done by the human. According to this perspective, choosing judgments is a process of learning where choices are contingent upon feedback and experiences. Options are not offered all at once; rather, they are revealed gradually. Making conclusions is a learning process that is influenced by both past decisions and other circumstances.
Advertising a brand story
It is crucial for a marketer to engage an audience by evoking specific feelings in them and allowing them to strongly influence the brand and product. Marketers continue to compete with one another to establish a brand’s identity and place in consumers’ thoughts. To stay in customers’ hearts, they employ a variety of sensory approaches. Brand story, a type of advertising promotion, is one of the factors contributing to successful brand positioning. A brand narrative consists of telling a tale to consumers through an advertisement and building a relationship with them by appealing to their emotions, curiosities, and trust. Consumers are drawn to the televised ads because they establish a connection with them. Consumer loyalty is the outcome of an emotional connection and everything is related to their cognitive abilities.
The power of brand story and its connection - Case studies
When Sakthi Masala’s 15-second commercial with the caption “Varaverpom; Vaipalipom” about giving jobs to people with disabilities aired on television in 2010, it caused consumers to feel empathetic and made them switch from Aachi to Sakthi Masala. During Women’s Day 2016, a provocative advertising advertisement was created with the title “Penneh un Punnagaiyil,” highlighting the accomplishments of women in their lives despite their involvement in household tasks. This marked a significant milestone for Sakthi Masala in increasing brand traffic.
The Procter and Gamble (P&G) marketing campaign for the Rio Olympics 2016 focused on thanking all the parents with the tagline “Thank you, MOM” who encouraged their young athletes to compete. The advertisement played on television to promote the Olympic event, but it aroused people’s cognitive abilities by making them feel emotionally as if it was related to their conduct. The comments gathered from the target audience demonstrated how effective the campaign was. Because of the strong influence made by commercials, we Indians have a distinct attitude toward remaining with a specific product. Indian customers believed that the items they used, such as Tide washing powder, Pantene hair shampoo, Oral B toothbrushes, Pampers, and Vicks were from different brands, but when they saw this advertisement, they began to search for what P&G stood for, and they discovered that these products fall under the umbrella of Procter and Gamble, which caused them to stick with the same brand rather than switching to another.
In 2014, the famous Dindigul Thalapakkati biriyani restaurant aired an advertisement focusing on how a biriyani is prepared authentically by selecting the perfect ingredients to obtain an accurate taste of the biriyani. With a caption that reads “Thee mooti pasam kotti,” they intercut video clips of the founder’s avatar throughout the film to illustrate how the traditional cuisine is prepared with warmth and care for the diners. Here, there is a cognitive human connection to Tamil culture. In a 2019 advertisement, the restaurant reiterated the same message, but this time it highlighted how Indians continue to favor traditional biriyani over junk food. Although there are many biriyani competitors, people prefer Dindigul Thalapakkti’s biriyani. This serves as a winning strategy.
In 2009, Coca-Cola advertised a campaign on how Coke is been shared by the two soldiers of different countries focusing on prosperity among the people across the borders. As part of its “Share a Coke” campaign, it made it enjoyable and interesting for people to locate and share Coke bottles bearing their names or the names of loved ones. By appealing to consumers’ needs for connection and personalization, it raised sales and brand engagement.
Disney is a company that is well-versed in storytelling, as evidenced by this advertisement for Disneyland Paris. It’s the endearing story of a young duckling who discovers a comic book about Donald Duck and develops an obsession with him. However, as bad weather approaches, the duckling must take off with his family, leaving his cherished comic book behind. The duckling is greeted by none other than Donald Duck at Disneyland Paris after the family braves a chilly, rainy night until the sun comes out again. Disney cleverly conveys the wonder and excitement that children experience at Disneyland Paris through an anthropomorphic display that it has refined over the years.
Build your own powerful brand story
Authenticity is a crucial component in crafting a compelling brand narrative. This entails staying loyal to the essential principles of your brand and incorporating them into all that you do. Gaining a thorough understanding of your audience and the various story genres that will appeal to them is also crucial. Using imaginative storytelling strategies, such as metaphors and imagery, adding multimedia components, such as videos and infographics, and utilizing social media platforms to share your story and interact with your audience are other important factors to take into account when crafting a brand story. By using the appropriate strategy, you can develop a compelling brand story that strengthens relationships with your target audience and eventually propels your company’s success.
