Consumer research encompasses a wide range of topics, fundamental to understanding buying behaviours, from basic psychology, purchasing decisions, human nature, opinions, attitudes, needs, motivations, preferences and so on.
As consumers in the digital age, we are constantly bombarded with advertising and we seldom realise how susceptible we can be to Marketing and the effect it has on our Psyche. A study led by Dr Paul Connell and almost 200 participants is testament to this. For those of you who remember Tony the Tiger and his 'Grrrrrreat' Frosties, you would hardly believe that the fictional orange character consisting of pixels and a voiceover could have an influence on our opinion of the popular product that was in many of our kitchen cupboards. It appears we've been duped by Tony and his team. Is it really possible to believe a sugary, nutritionally defunct cereal can be deemed healthy and trustworthy based on the emotional connection we have with a cartoon?
Heather Saul, of The Independent writes more below.
The results have led to Dr Connell concluding parents should consider how much advertising their young children are exposed to. Dr Connell said: “People should check the labels the products they’ve loved since childhood. It’s possible that affectionate feelings for brand characters mean they are overlooking relevant nutritional information. “At the same time, this research suggests that public health and safety campaigns aimed at children may affect them throughout their lives—but only if children develop positive feelings for the ads. “We recommend that health-oriented media campaigns targeted at children should aim to relate to children on an emotional level, for example, by emphasizing loveable characters and fun narratives.”