Morning all,
I recently did a presentation for my Creative Strategy and Analysis module and my group decided we should all come up with our own theories to do with our roles on the project.
As creative Strategist I came up with mine pretty easily, and all I did was think about the process I go through when buying chocolate. I'm pleased with what I came up with and hope you like it and if you don't well... just don't tell me.
OK so the basic idea is that when a consumer is going to buy something the purchase has to be justified in their head in order for them to go from possible purchase to purchase decision. There are three ways a purchase can be justified - Emotionally, Functionally or through substituting.
Emotional justifications involve something to do with the consumer and their state of mind at the point such as "I've had a bad day so I deserve a treat" or "I'm happy today and not having this will spoil my mood".
Functional justifications include attributions about the product that is being considered for purchase such as "well its only 100 calories" or "this will go with that dress I bought".
Substituting is when the consumer claims there is something they did or did not do which means they are allowed to purchase the desired item such as "well I skipped breakfast this morning so I'm allowed these extra calories" or "I returned that pair of shoes last week so technically I've made money and its OK so spend it now".
Now, it does sound like this theory only applies to FMCG, but that's not true! It also works for cars and other high involvement purchases:
"this would be much more economical than my other car" (Functional)
"I need this BMW to attract girls" (emotional) (Men!)
"We didn't have to replace the boiler last year so we have spare money to buy a new fridge" (substitute)
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