Applied Consumer Psychology

In today’s world, the gross majority of interaction between peoples is driven by the act of, or desire, to fulfill a desire. Consumer psychology, in an elementary classification, deals with determining how, in a precise point in time, sellers communicate with their respective markets. The point in time matters because consumer perception on anything at all, is liable to change without notice. Markets and segments thereof must be assessed and measured constantly to ensure that we are advertising to who we think we are advertising. Communication of information is a massive hurdle, as the seller has to ensure that the right message is getting across, all the time. Failure to execute in any of these aspects will lead to a Hindenburg of an advertising campaign, with biblical ramifications.

DeBeers has had one of the most successful add campaigns in the history of ruthlessly hunting down the consumer. The company has been in the diamond business since 1888, quickly became and until today remains the largest diamond supplier in the world. However it wasn’t until 1938 that the company introduced the “Diamond is Forever” advertising campaign. DeBeers never had their name listed in any of the advertisements, and through making diamonds synonymous with love, romance and rarity. This strong emotional attachment to a ‘rare’ stone, and the consumers’ willingness to pay stupefying amounts for it, is a rather lucrative enterprise for a company that supplies 90% of the world’s diamonds. Congratulations, you’re filthy rich.

DeBeers and its success is unrivaled, and thus a special example. Siemens hasn’t been so lucky with some of its products. The one of the most wondrous PR disasters in recent history has come out of one of Siemens lines of convection ovens. The company attempted to release a new line of gas ovens with a new type of ventilation system. The genius (Dunce henceforth) that may be in the company who names items, had the great and grand epiphany that since it cycles the air in a new way, it should thereby aptly be named the Cyclone. Unfortunately for Siemens, Dunce and everyone who green-lit the name for the oven should have had a stronger grip on German history. International uproar swiftly and righteously ensued; the public was out for blood. German blood once again, as it were. The reasoning being simply that the Nazi’s used Siemens ovens titled ‘Cyclone’ in which they burned countless Jews alive during the course of World War 2. Bam! You’re fired.

The Cyclone was a disaster that allowed for no modification. Sometimes, however, we see an ad on TV that doesn’t quite appeal to us, and doesn’t particularly resonate well with you. But a few weeks or months later you see in principal the same ad, but slightly modified. Suddenly, it has your attention. Something was changed, and it has now become appealing. An example of this is the Swiffer Wet Jet. A few months ago the company released a new commercial for the product, in which a rather lovely housewife with a great smile and not so pretty frown, ditches her old broom for a shiny new Swiffer Wet Jet. She’s thrilled because her floors are now cleaner and she has to work less – heck, it seems as if though she’s enjoying cleaning! So far, so good, but here is where emotional blind-side happens. In the series of commercials the old broom is depressed and sad, borderline suicidal one would say. Either taking the bus to work, or doing a drive-by at the house of his previous love, and sees her using the new Swiffer Wet Jet. The commercial cuts out around there, as the Broom then drives off a cliff, on fire. The company didn’t see any significant increase in sales and wondered why. Here is where the consumer psychologist comes in.

Hi, my name is Alex. Let me tell you why you need me, in the end I’m sure you’ll agree. The commercial sends the wrong types of emotions, confusing the consumer or making them simply have a dislike for the commercial – myself included. Negativity doesn’t transfer well, ever, and as such should be avoided. Now had they hired me, I would have told them to cut it off right at the end, when the lady has a blinding and psychotic sized smile on her face while she gets to work with her Wet Jet. Sadly, they didn’t hire me; they hired someone else whose idea it was to add something at the end of the commercial, to somehow remedy the sadness. This is when lucky Mr. Broom gets his freak on with some other sort of kitchen tool. This change, added with different music, has resulted in noticeably increased sales. Good work, checks in the mail.

In summary, consumer psychologists can make a radical difference in the way a consumer perceives that which the company hands out, and can aid in placing hooks which will draw in the consumer – hopefully snagging some of them in the process. Companies would be well advised to take full advantage of the vast potential that consumer psychologists bring to the table, as there is money to be made, and market segments to slay.

By Alex Zaiss