Consumer Health
5 factors that influence
our consumer behavior
Price
Need
Convenience
Desire
Quality
Consumer Behavior
 “The study of individuals, groups, or
organizations and the processes they use to
select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs
and the impacts that these processes have on
the consumer and society.”
 This Definition is from Wikipedia.
10 Advertising Appeals
 Brand Loyalty Appeal
Technique used to convince you that one brand
is better than another.
10 Advertising Appeals
 False Image Appeal
Technique that tries to convince you will have a
certain image if you use their product.
10 Advertising Appeals
 Bandwagon Appeal
Technique to convince you that everyone is
using their product.
10 Advertising Appeals
 Humor Appeal
Contains something that will stick in your mind.
10 Advertising Appeals
 Glittering generality appeal
An exaggerated appeal that gets to your emotion.
10 Advertising Appeals
 Scientific evidence appeal
Uses data & surveys to convince you their product
is the best.
10 Advertising Appeals
 Progress Appeal
The new version!
10 Advertising Appeals
 Reward Appeal
Offers a special prize, gift or coupon.
10 Advertising Appeals
 Sex Appeal
Tries to convince consumer the brand will make them
attractive.
10 advertising Appeals
 Testimonial Appeal
Spokesperson (famous) names benefits of the
product or service
Advertising “Red Flags”
Diagnosis by Mail
 Will it really tell you what is wrong with you?
Free Trial Offer
 Try the product, if you do not like it
cancel at any time. (30 – days)
 Will you remember to cancel?
Limited Supply
 Either purchase now or you may not be
able to get one later. Is this really true?
Testimonials
 A statement made by a person about a
product. Will the product really work?
Guarantee of Cure or Satisfaction
 This tells you the product will work or you
will get your money back!
Consumer Rights
The right to…….
choose
Products & services at competitive prices
be heard
Expressing feelings about services & products
safety
Protection from harmful products & services
Be informed
Easily obtainable information to help make educated choices &
protection
Consumer Rights
The right to…….
satisfaction
Obtain vital products & services
redress or remedy
The ability to reach an acceptable solution
consumer education
To know you consumer rights & responsibilities & to act on them
environmental health
To exist in a healthy environment now & in the future
What type of consumer
will you become?
A
B