BA 320

CONSUMER BEHAVIOUR

QUESTION 1

Create a list of celebrities who match up with

products in your country. What are the

elements of the celebrities and products

that make for a ‘good match’? Why? Which

celebrities have a global or European-wide

appeal, and why?

ANSWER

In Turkey, Ezgi Mola is a

famous actress. She taked

part in the Patos Critos

advertisements.

Seyfi Dursunoglu(Huysuz Virjin) is a comedian.

Doritos Akademi

Yıldırım Memisoglu

(Ali Desidero)

is an informal opinion leader.

Derby Razor Blade

Mehmet Ali Erbil is a

famous showman.

UĞUR Deep-freeze

Beren Saat is more popular and successful actress.

Rexona deodorant

Burak Ozcivit is a very

popular model and actor.

Clear Men shampoo

Kıvanc Tatlıtug is a successful

model and actor.

Mavi Jeans

• Celebrities also create positive feelings towards

brands, connect user to brand and are

perceived by consumers as more entertaining.

• Celebrities are powerful reference sources for a

number of reasons.

• They often share similar needs or interests, but

are higher in status than the consumer who

looks up to them.

• Also, celebrities are opinion leaders. They tend

to be socially active and well-connected within

the community, giving them legitimate power.

• Values and image of the brand is defined,

highlighted and refreshed by the celebrity.

• The celebrity adds new edge and

dimension to the brand.

• Credibility, trust, association, aspiration and

connectivity to brand.

These celebrities and advertisements are

famous in Turkey.

They are not popular other countries.

These famous people do not appeal to

European. No one has not global.

QUESTION 2

Think of behaviour exhibited by an individual

that is inconsistent with their attitudes. Ask

the person to elaborate on why they do the

behaviour, and try to identify the way the

person has resolved dissonant elements.

ANSWER

Everyone has attitudes for different situations and products,

but very few of us have analyzed how these opinions

were formed.

Attitude formation can be the result of classical

conditioning, instrumental conditioning or the result of a

complex cognitive process.

Cognitive dissonance theory means that if there is any

conflict or dissonance between attitudes and

behaviours then inconsistency occurs.

The theory proposes that people are motivated to

reduce this conflict, particularly in situations in

which two cognitive elements are inconsistent

with each other. One conclusion is that

consumers actively seek support for their

purchasing decisions, therefore marketers

should supply them with additional

reinforcement to build positive brand attitudes.

There are three basic ways we try to reduce cognitive

dissonance:

• By changing our behaviour to bring it in line with the

dissonant cognition.

• By attempting to justify our behaviour through

changing one of the dissonant cognitions.

• By attempting to justify our behaviour by adding

new cognitions.

• Example 1: Knowing that smoking is harmful (First cognition)

while liking to smoke (second cognition). The Cognitive

dissonance theory's conditions were met because those

cognitions are dissonant.

• Example 2: Believing that lying is bad (First cognition) and

being forced to lie (second cognition).

• Example 3: Liking a friend (first cognition) while knowing that

he hates your brother (second cognition).

As you can see all of these cognitions conflict with each other

thus cause discomfort or Cognitive dissonance.