Consumer Behavior for Health Psychology Review-myassignmenthelp

Question: Discuss about theConsumer Behavior for Health Psychology Review. Answer: Introduction The marketing communication tool selected is Television advertisement. Television is one of the most effective media that successfully persuades the customers. The advertisement selected for the discussion of consumer behavior theory is an advertisement of Oral-B. It is a television advertisement campaign of Australia. Oral-B is one of the most commonly used Toothpaste. This advertisement shows that Oral-B is the product of the year and is voted by Australias Dental Care. Many people prefer the toothpaste because it satisfies the needs of the customers. Customers get the result they expect. But apart from what is the product offers to the customers the approach used by the company to communicate to the audience has a greater role to play. Fig 1: Oral B Pro Health Announcer TV Commercial (source: YouTube) The figure above is the figure of an advertisement campaign of Australia. It is a television advertisement. In this advertisement, the marketers convince their customers saying Oral B has been voted product of the year. Australias Dental Care has voted it. This fact is enough to persuade the customers to buy the toothpaste. Here the reasoned action of buying the product is motivated by the advertisement message that tells the target audience that Oral-B is the best product. Indirectly the message is for both the existing customers and those who are yet to be a consumer of Oral B (Head Noar, 2014). Marketers know that consumers look for rationale before they plan to buy a product. Dental care is very important and so consumers would look some sort of approval from dental association. The message that the advertisers want to send to the audience is that Oral-B is the best toothpaste and even dentists approve it. They know that audiences can be easily influenced and they will start sea rching for more information about the product. It is sufficient to generate interest amongst the customers. As per the AIDA model the marketers aims to Grab the Attention of the Customer Generate Interest amongst them Create a Desire to proceed for buying action Induce the buying Action The advertisement of Oral B tooth shown above is the best example that explains how marketers use the persuasion theory to influence the customers. They convince the customers that the toothpaste will solve their all-oral problems. For persuading the customers, they even use the terms like dentists say, approved by dental association and many more. People are convinced that the toothpaste they are about to buy will give them the expected result. Consumers for products like toothpaste prefer to buy products that they think would be the best. Through market research, marketers find out the factors that customer look while they choose toothpastes (Hawkins, Mothersbaugh Best, 2013). Using this information, they only use persuades the customers that their product will exactly fulfill that particular requirement. Consumer behavior Theory Marketers use various consumer behavior theories in advertisements. Persuasion techniques of advertising are used to make so that customers are motivated to buy a product. Another thing advertisements do is create awareness among the customers about the products that can help them fulfill their requirements (Kotler et al., 2016). Theory of reasoned action is the theory reasoned actions is one of the theories of consumer behavior that is mostly used by the marketers. This is a persuasion theory which was developed by Martin Fishbein and Icek Ajzen. This theory was developed as an improvement of Information Integration theory. This theory identifies the links between beliefs, attitudes, behavior, norms and intentions of individuals. According to the theory the behavioral intentions of a person describes his behaviors. The behavioral intentions of a person can be determined by his or her intentions (Solomon, 2014). This theory says that the attitude of an individual is largely influenced by the consequences of that particular behavior. Conclusion Theory of reasoned action is one of the most popular theories that the marketers use today. Customers in order to fulfill their needs related to health care only use such products that are approved by medical practitioners. They do not want to risk their health so they look for a valid reason to use the product. In the advertisement of Oral-B advertisers researched about the factors or points that motivate consumer buying. Using the information, they make advertisements that convince the customers that the product is exactly what they have been looking. They make the requirement of the customers their unique selling proposition. This induces maximum number of sales. References Hawkins, D. I., Mothersbaugh, D. L., Best, R. J. (2013).Consumer behavior: Building marketing strategy. McGraw-Hill Irwin. Head, K. J., Noar, S. M. (2014). Facilitating progress in health behaviour theory development and modification: The reasoned action approach as a case study.Health Psychology Review,8(1), 34-52. Kotler, P., Keller, K. L., Brady, M., Goodman, M., Hansen, T. (2016).Marketing management. Pearson Education Ltd.. Montano, D. E., Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model.Health behavior: Theory, research and practice. Oral B Pro Health Announcer TV Commercial. (2017).YouTube. Retrieved 13 November 2017, from https://www.youtube.com/watch?v=aD52rK6F2BA Solomon, M. R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall.