📺Media Effects Unit 12 – Media and Consumer Behavior

Key Concepts and Theories

• Media effects theories examine how media influences individuals and society, including consumer behavior and purchasing decisions
• Cultivation theory suggests repeated exposure to media messages shapes perceptions of reality and influences attitudes and behaviors over time
• Agenda-setting theory proposes media determines which issues are important by focusing attention on certain topics, influencing public opinion and consumer priorities
• Uses and gratifications theory emphasizes how individuals actively seek out media to fulfill specific needs (information, entertainment, social interaction)
• Elaboration likelihood model (ELM) describes two routes of persuasion: central (high involvement, careful consideration) and peripheral (low involvement, reliance on cues and heuristics)
  • Central route more effective for long-term attitude change, while peripheral route can influence short-term behavior
• Priming theory suggests media exposure activates related thoughts and feelings, influencing subsequent judgments and behaviors
• Social cognitive theory highlights how media provides models for learning and adopting new behaviors through observation and imitation

Media's Influence on Consumer Behavior

• Media shapes consumer attitudes, preferences, and purchasing decisions by exposing them to product information, branding, and lifestyle portrayals
• Advertising influences brand awareness, perceived value, and desire for products, leading to increased sales and market share
• Product placement in entertainment media (movies, TV shows, video games) can subtly influence brand perceptions and purchase intentions
• Media coverage of trends, innovations, and popular products can create demand and drive consumer behavior
  • "Must-have" items and fads often gain traction through media buzz and social influence
• Influencer marketing leverages the credibility and reach of media personalities to promote products and influence consumer choices
• Media can also have negative effects on consumer behavior, such as promoting unrealistic expectations, encouraging excessive consumption, or triggering impulse purchases
• Consumers' media consumption habits (preferred channels, engagement level, multitasking) affect their receptivity to marketing messages and likelihood of taking action

Advertising Strategies and Tactics

• Advertising aims to capture attention, generate interest, and persuade consumers to take action (purchase, inquire, visit store/website)
• Emotional appeals (humor, fear, nostalgia, aspirational imagery) engage viewers and create positive associations with brands
• Rational appeals emphasize product features, benefits, and value to convince consumers of the logical reasons to buy
• Storytelling and narrative techniques make ads more memorable, relatable, and persuasive by creating a compelling context for the product
• Celebrity endorsements leverage the popularity and credibility of well-known figures to enhance brand image and influence consumer perceptions
• Comparative advertising positions a product as superior to competitors, highlighting unique selling points and advantages
• Call-to-action (CTA) elements prompt consumers to take immediate steps, such as "Buy now," "Sign up," or "Learn more"
• Targeted advertising uses consumer data (demographics, interests, behaviors) to deliver personalized, relevant messages to specific audiences
  • Increases ad effectiveness and ROI by reaching the most receptive and likely buyers

Digital Media and Online Consumer Behavior

• Digital media has transformed consumer behavior by providing instant access to information, reviews, and purchase options
• E-commerce platforms enable consumers to research, compare, and buy products online, reducing the need for physical store visits
• Mobile devices allow consumers to engage with brands, make purchases, and seek support anytime, anywhere
• Search engine optimization (SEO) and search engine marketing (SEM) help businesses reach consumers actively seeking products or information
• Retargeting displays ads to consumers based on their previous online behaviors and interactions, increasing the likelihood of conversion
• Email marketing maintains customer relationships, promotes new products, and incentivizes repeat purchases through targeted, personalized messages
• Content marketing attracts and engages consumers by providing valuable, relevant information that addresses their needs and interests
• User-generated content (UGC), such as reviews, ratings, and social media posts, influences consumer trust and purchase decisions more than traditional advertising

Social Media's Impact on Purchasing Decisions

• Social media platforms (Facebook, Instagram, Twitter) have become influential channels for product discovery, research, and purchase
• Consumers rely on social media for product recommendations, reviews, and user experiences shared by friends, family, and influencers
• Social proof, such as likes, shares, and positive comments, can increase perceived product value and credibility
• Influencer marketing on social media leverages the reach and trust of popular users to promote products and influence consumer behavior
  • Micro-influencers with niche audiences can be more effective than celebrities for certain products or demographics
• Social media advertising allows precise targeting based on user profiles, interests, and behaviors, increasing ad relevance and effectiveness
• Social commerce features, such as shoppable posts and in-app purchases, enable consumers to buy products directly from social media platforms
• User-generated content campaigns encourage customers to share their experiences, creating authentic, relatable content that resonates with other consumers
• Social media also provides a platform for customer service, enabling brands to address concerns, build relationships, and foster loyalty

Psychological Factors in Media Consumption

• Motivation drives media consumption, as individuals seek to fulfill needs such as information, entertainment, social connection, or escapism
• Selective exposure suggests people seek out media that aligns with their existing beliefs and attitudes, reinforcing their perspectives
• Selective attention and perception mean consumers focus on and interpret media messages in ways that support their preexisting views and preferences
• Cognitive dissonance can occur when media messages conflict with consumers' beliefs, leading to discomfort and efforts to resolve the inconsistency
• Media can influence emotions, which in turn affect consumer attitudes, memory, and decision-making
  • Positive emotions associated with a brand can lead to increased liking and loyalty
• Mere exposure effect suggests repeated exposure to a stimulus, such as a brand or product, can increase liking and preference, even without conscious awareness
• Social comparison theory proposes that people evaluate themselves and their choices based on media portrayals, potentially leading to dissatisfaction or altered behavior
• Persuasion knowledge refers to consumers' understanding of persuasive intent in media messages, which can influence their responses and resistance to influence attempts

Ethical Considerations in Media and Marketing

• Truthful advertising standards require claims to be honest, accurate, and substantiated, avoiding deception or misleading consumers
• Disclosure of sponsored content and influencer partnerships is necessary to maintain transparency and trust with audiences
• Protection of vulnerable populations, such as children or the elderly, from exploitative or inappropriate marketing practices is a key ethical concern
• Data privacy and security are critical issues as media and marketers collect, use, and store consumer information for targeting and personalization
  • Obtaining informed consent and providing opt-out options are essential for ethical data practices
• Stereotyping and representation in media can perpetuate harmful biases and impact consumer self-perceptions and social attitudes
• Social responsibility in marketing involves considering the broader impact of media messages on society, such as promoting sustainable behaviors or addressing social issues
• Ethical considerations extend to the supply chain, ensuring fair labor practices, environmental sustainability, and responsible sourcing of materials
• Self-regulation and industry standards, such as advertising codes of conduct, help maintain ethical practices and consumer trust in the media and marketing landscape

Case Studies and Real-World Examples

• Dove's "Real Beauty" campaign challenged traditional beauty standards and celebrated diversity, resonating with consumers and boosting brand loyalty
• Nike's "Just Do It" slogan and athlete endorsements have become iconic, inspiring consumers to pursue their goals and associating the brand with success and determination
• Old Spice's "The Man Your Man Could Smell Like" campaign used humor, virality, and brand persona to revitalize the brand and engage younger consumers
• Coca-Cola's "Share a Coke" campaign personalized bottles with popular names and encouraged social sharing, increasing sales and brand engagement
• Airbnb's user-generated content strategy showcases real traveler experiences, building trust and inspiring others to book unique accommodations
• Glossier's social media-driven marketing relies on user-generated content, influencer partnerships, and direct customer engagement to build a loyal, engaged community
• Patagonia's "Don't Buy This Jacket" campaign highlighted the brand's commitment to sustainability and encouraged consumers to make mindful purchasing decisions
• Pepsi's Kendall Jenner ad faced backlash for trivializing social issues, demonstrating the importance of cultural sensitivity and authenticity in brand messaging