Imagine coming across an ad saying that the advertised shoes will help to tone your muscles and burn extra calories, or that snail oil will cure all acne. You might think that you won’t fall for this claim. But in fact, a lot of people will. Consumers falling for misleading and fraudulent claims isn’t something new. But since social media is rapidly evolving, false information spreads faster and wider than ever.
How do we interpret the credibility of information and what influences if we’re going to believe false claims?
Tiffany’s blue box. Apple’s all-white packaging. McDonald’s red happy meal. Consumer behavior is often affected not so much by the product itself as it is by the packaging that the product comes in. Packaging of a product sets high expectations for the product within, as well as provoking positive or negative reactions in the purchasing decision. While many studies have shown the importance of proper packaging of consumer goods, little is known about the use of implied motion - the ability to perceive dynamic elements within a static image (Yu et al., 2022) - until now.
Let's look into the influence of packaging displaying images with motion on consumers' behavior!
For the past years, an important new factor guides our decisions when buying different products: how sustainable, organic, or natural they are. Although on a large scale we produce and consume a lot of synthetics (foods and drinks, care products, clothes) we crave to get back to the bare essentials.
People wish to experience more of the dewy grass and less of the concrete dust. In recent years, we have seen a surge of products and services that harvest the natural, the organic, and the minimal. Those that originate from plants, animals, or humans are considered to be natural (Rozin, 2005).
Sustainable living is not only a modern lifestyle choice but a necessity we embrace as individuals and as businesses. We are willing to drive further, pay more, and put more effort into buying products that are undisruptive to the environment and our bodies. Well, as much as possible anyway. But just as we are willing to put more effort into acquiring natural products, we are more likely to ignore them if they come in a package. Not only in a store but when we shop online too. Do you want to know why?
When a business is family-owned, you may be wondering if it makes sense to let customers know about that fact, perhaps because you worry that it would make your company seem small. However, it turns out that there are some distinct advantages to letting customers know that your company is owned and run by a family. Are you curious why? Read this blog to find out!
The battle for the consumer's attention is reaching a climax. Multitasking increased dramatically, especially during commercial breaks, leaving marketers questioning how to capture consumers' attention.
Media multitasking is the most common form of media consumption today. U.S. adults spend more than 10 hours per day in front of a digital device. Furthermore, studies have shown that almost everyone is multitasking while watching TV mostly with a digital device (laptop, tablet, mobile phone), and multitasking behavior especially increased during TV commercials breaks.
Multitasking forces consumers to divide their attention across different types of media content, resulting in lower attention for each stimulus. As a consequence, the simultaneous use of two types of media diminishes the persuasion of such messages and reduces message memory, message comprehension, and message recall and recognition. This leaves marketers wondering how they can attract and maintain consumer attention during TV commercials.