Effectiveness of Messaging Techniques in Consumer Behavior

This article discusses the effectiveness of messaging techniques in consumer behavior, including humor appeals, celebrity/expert endorsement, value-expressive function of attitude, and comparative advertising.

Consumer behavior 1
Effectiveness of messaging techniques
By
Name
Course
Professor’s Name
Institution
Location of institution
Date

Consumer behavior 2
Effectiveness of messaging techniques
Humor appeals
Humor is almost a universal phenomenon that is easy to relate to and enjoy, often
resulting in laughter. Humor can be generated in different ways to catch one's attention.
Elements like sarcasm, exaggeration, surprise can be used to create humorous situations to
grab the attention of the customer. Humor tends to create a good mood, relax the audience
and create an emotional connection between the communicator and the audience. Humor is
also known to solve distance between people who are communicating and also reduces the
resistance to the message. (Akkucuk and Esmaeili, 2016, pg. 15).
Laughter is likely to distract the consumers from their previous beliefs and existing
opinions and judgments which may have been negative about the product. Humor appeals
and messages are also likely to remain in the consumer's mind for an impressively long
period. (Zhang and Benyoucef, 2016, pg. 98).
In general, humor is known to make people relate to each other as humans as they laugh
together thus improves the brand image, this, in turn, is likely to make the consumers identify
with the product more and make the brand their most preferred. (Cronan, Mullins and
Douglas, 2018, pg. 198).
Celebrity/expert endorsement
Celebrity or expert endorsements involve the use of a famous person who is recognized
by society or an expert in a particular brand. When selecting an appropriate celebrity,
marketing manager should consider the target consumer opinion, financial features and role
among others since they are sometimes used as the face of the brand in advertisements and
marketing events. (Park and Armstrong, 2017, pg. 473.

Consumer behavior 3
Celebrity endorsement is a preferred messaging technique, especially reputable stars that
have the potential of reaching many followers to reach potential customers who invest their
time to check on the popular star daily life activities. (Davidson, 2015, pg. 98).
Celebrity or expert endorsements also alters the customers thinking and end up having
a belief of getting a high-quality product. A customer is likely to remember an advert after a
long time since they saw their favorite celebrity, he or she is likely to try out the product or
brand or continue using it even more. When a customer believes the endorser’s reflections to
be true, the evaluation is positive and they are likely to increase purchases and show loyalty
to the brand. (Gentina, et al., 2018, pg. 1180).
The value-expressive function of attitude
Customer attitudes are both advantageous and disadvantageous to the marketing
manager in terms of attitude, taste and preference. Attitudes can be developed from past
individual encounters or environmental influences brought about by other people. A
perceptive marketer should have a high understanding of attitudes to anticipate the behavior
of the potential customers. (Nguyen, de Leeuw and Dullaert, 2018, pg. 275).
Attitudes affect the behavior of consumers in terms of their shopping and buying
preferences since they satisfy their personal motives. A customer can have positive or
negative attitudes towards different products and services which will influence their
intentional behavior whether or not to buy the product. (Goodman and Paolacci, 2017, pg.
208).
Consumers develops a value-expressive function when basing their attitudes towards
the product or brand based on self-concept. Customer’s awareness function which is based on
attitude can be altered through the use of knowledge-based comparisons and relevant data in
the real world in the message conveyed. (Jiang, et al., 2015, pg. 53).

Consumer behavior 4
Comparative advertising.
Comparative advertising is where a company promotes its services or products by
comparing them with those of their competitors, they can either generally or specifically
identify the competitors. It can also be done by associating a product to a more superior
product which is not necessarily of the same type. Comparative advertising will aid to create
awareness to the market hence attracts consumers to those particular products or services
offered to the market. (Kurpis and Hunter, 2017, pg. 38).
Businesses will choose to use comparative advertising techniques to promote the brand
name of their products by comparing them to superior products which are well recognized in
the market.

Consumer behavior 5
References
Akkucuk, U. and Esmaeili, J., 2016. The Impact of Brands on Consumer Buying Behavior.
International Journal of Research in Business and Social Science (2147-4478), 5(4), pp.1-16.
Cronan, T.P., Mullins, J.K. and Douglas, D.E., 2018. Further understanding factors that
explain freshman business students’ academic integrity intention and behavior: Plagiarism
and sharing homework. Journal of Business Ethics, 147(1), pp.197-220.
Davidson, L., 2015. Peer support: Coming of age of and/or miles to go before we sleep? An
introduction. The journal of behavioral health services & research, 42(1), pp.96-99.
Gentina, E., Shrum, L.J., Lowrey, T.M., Vitell, S.J. and Rose, G.M., 2018. An integrative
model of the influence of parental and peer support on consumer ethical beliefs: The
mediating role of self-esteem, power, and materialism. Journal of Business Ethics, 150(4),
pp.1173-1186.
Goodman, J.K. and Paolacci, G., 2017. Crowdsourcing consumer research. Journal of
Consumer Research, 44(1), pp.196-210.
Jiang, J., Zhang, Y., Ke, Y., Hawk, S.T. and Qiu, H., 2015. Can't buy me friendship? Peer
rejection and adolescent materialism: Implicit self-esteem as a mediator. Journal of
Experimental Social Psychology, 58, pp.48-55.
Kurpis, L.H. and Hunter, J., 2017. Developing students’ cultural intelligence through an
experiential learning activity: A cross-cultural consumer behavior interview. Journal of
Marketing Education, 39(1), pp.30-46.
Nguyen, D.H., de Leeuw, S. and Dullaert, W.E., 2018. Consumer behaviour and order
fulfilment in online retailing: a systematic review. International Journal of Management
Reviews, 20(2), pp.255-276.

Consumer behavior 6
Park, H. and Armstrong, C.M.J., 2017. Collaborative apparel consumption in the digital
sharing economy: An agenda for academic inquiry. International journal of consumer
studies, 41(5), pp.465-474.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.