Consumer Behavior: Types of Learning, Importance of Message Involvement, and Non-Authoritative Voice in Awareness Campaigns

This paper analyzes a case study of awareness creation, types of learning that can be applied to education and awareness campaigns, importance of message involvement for the target audience, how to ensure that older adults learned to adopt the desired behaviors, and areas of social marketing that can use non-authoritative voice to promote awareness.

Running Head: CONSUMER BEHAVIOR
CONSUMER BEHAVIOR
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Introduction
Making public awareness is very important in our day to day lives. To be successful in
creating consciousness, the most suitable awareness creation approaches must be used.
Awareness campaigners must be sure that the method they are using is appropriate and thus
help take the intended message home. This paper analyses a case study of awareness creation.
Types of learning that can be applied to education and awareness campaigns
Various types of learning can be used in education and awareness campaign. One of them is
environmental publishing as used in the case study that makes use of logos and posters
mounted onto objects in the environment (Anderson, 2017). Another learning type is the use
of radio soap operas. This approach essentially reaches a wide range of people and is
convincing. Other means learning kinds are door to door canvassing, web blogs, puppet
shows, tree sitting and protest marches.
Importance of message involvement for the target audience
About campaign effectiveness, message involvement has several significances. From the case
study, it is evident that after message involvement was employed in the ‘Beware Rhino
Campaign’ the number of accidents reduced by 20%. That indicates that message
involvement promotes the better acquisition of the message. The target audience which is the
youth in the case study has been able to take the message in a friendly manner with the
feeling that the message belongs to them (Xiang, 2014). It also improves message acquisition
by making the target audience make sense out of the message. It makes them think on their
own and make sense out of the message.

CONSUMER BEHAVIOR
How to ensure that older adults learned to adopt the desired behaviors
Sometimes directing the message to one segment or a particular group of the audience may
not be useful in controlling specific behaviors. Some practices are universal and thus the need
to develop message dissemination strategies that target the entire population contrary to what
has been done in the case study. Firstly, use of a language that cuts across birth the youth and
the adult is vital (Habibi, 2015). The case study used language that suited only youth like the
‘Recycle Me' campaign. If universal symbols are used, then adults will adopt the desired
behaviors. Again, use of universal media will help so much. Older adults do not spend much
of their time on social media and other interaction sites (Cantallops, 2017). Therefore, the use
of radio, TV or any other form of mass media would help older adults acquire the message
with ease.
Areas of social marketing that can use non-authoritative voice to promote awareness
Using authoritative voice in message disseminated is not very effective because the audience
usually gets used to the threats and ignore the message. Water rationing will be best tackled
using the approach mentioned earlier. The campaigns against wastage of water would be
suitably carried out using non-authoritative voice. Another case where this approach can be
used is tackling lung diseases as it has been used in England (Claiborne, 2016). Anti-lung
disease campaigns perform better when not conducted using authoritative voice.
Conclusion
While awareness creation is essential, it is crucial to choose the best approach. Adopting the
wrong approach leads to campaign failure as the target audience does not acquire the message

CONSUMER BEHAVIOR
as required. Conclusively, the use of non-authoritative approach has proven workable in
awareness campaigns and therefore recommended for all awareness campaigners.
References
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Cantallops, A. (2017). New consumer behavior: A review of research on eWOM and
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Habibi, M. (2015). Testing an extended model of consumer behavior in the context of
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Xiang, Z. (2014). Information technology and consumer behavior in travel and tourism:
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