Marketing is really everywhere!! After this weeks classes on psychological and social factors of the consumer behavior, I started to think about that everytime a commercial came on tv. It wasn’t just a simple entertaining commercial anyore, but there was so much information revealed in a single commercial. The one that really stood out to me recently was an asian Hyundai commercial with one of the biggest stars endorsing it: Wang Lee hom. He is one of the most popular and influencial stars in asia, endorsing a variety of products ranging from: chips, mcdonalds, shampoo and of course cars!
this one is his newest endorsement: The hyundai versa
2 aspects of psychological influences: cognitive and affective are represented
Cognitive: gives you a lot of information about the car: the wheels, the gears, and the features. Consumers are able to receive all this information in the commercial to help with the purchase decision
Affective: the music in the background, the sleek visual appearance of the car and of course lee hom, all are associated with the affective component. When I watch this commercial, I really just want to keep watching, and be like him driving in the car. It makes people feel liek they can be closer to the lifestyle that celebrities have by purchasing this car. For me, when I hear of the hyundai the word sleek and sophisticated doesn’t really come to mind. However, this commercial does a great job convincing us of that aspect. Drive the new hyundai and you can look sophisticated and stylish as well!
Something that they did so cleverly was also incorporating not only lee hom, but his music from his new cd as well as showcasing his musical skills in the commercial! Consumers in asia get information on the car, and information about his new album! All of these components made me think of Reference groups. Celebrities have such a huge influence on us: the cars, the clothes, the accesories are always the next big trend, so its only natural that hyundai used a celebrity.
It really made me change my attitude towards Hyundai in just 2 short minutes! The power of commercials is amazing and it makes ME want to buy it too!
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