Assignment 1 - Consumer Brief
CLASS: Consumer Behaviour MKTG 2500
NAME: Minh Khue Trinh
STUDENT ID: N01455376
I view myself as a person who does not follow the consumerism lifestyle as most people are
chasing nowadays. I only purchase what I consider necessary for my life regarding health and
well-being. A product I recently purchased for this dry winter in Canada is a lip mask from Laneige
- a cosmetic brand in South Korea. This Consumer Brief report will address a series of reasonings
for my purchase based on my individual experience and point of view. The aspects that came into
consideration include:
● Perception
● Learning and Memory
● Motivation and Affect
● The Self - myself as the Consumer
● My Personality, Lifestyle, and Value
● My Attitude, Attitude Change and Interactive Communications
By the end of this report, I also include ten reviews on the product from several sources.
I.
Perception:
Sensation and perception contemplate each other, and by definition, perception is the process
where sensations are collected, organized and interpreted. Sensations are the responses generated
from the sensory receptors, including sights, smells, tastes, textures, etc. As humans expose to
different objects, we react to the stimulation of the things, and then our body associates these
reactions with our memories, preferences, and decisions. This term is called Sensory Input, which
explains
how
the
perception
system
processes.
This
process
includes
exposure,
attention/expectation, and interpretation. After being exposed to a product and having some sense
of what the product is like, we will generate more attention and expectation of how this product
will turn out, and the last step is to interpret whether or not we should purchase the product.
When I come across the Laneige lip mask advertisement on social platforms, my first sensory
reaction is the packaging of the product: its shape, size, colour, and design. Colours strongly
connect with emotions; Laneige lip mask packaging comes in different vibrant colours, such as
orange, purple, and pink. These colours give off a refreshing and calming feeling whenever I look
at them. I also saw Laneige products displayed in large cosmetic stores like Sephora, so I had a
chance to try the product in person and had more sensory experiences with it. The lip mask has
different scents coordinating with its packaging colours. I purchased the purple lip mask since it
has the smell of grapes which reminds me a lot of my childhood grape-flavoured candy and the
summer memories from my childhood. It also has a lovely sweet taste, unlike other lip balm
products I have tried before, which have an unpleasant chemical taste. Lastly, the texture of this
product is very thick and smooth, it moisturizes the skin instantly without being sticky like a
regular lip balm. From my overall sensory experience, this product did meet my expectations, and
I decided to purchase it (interpretation). It took me a significantly long time for this purchase. I see
advertisements for this lip mask multiple times daily on various social media channels. Hence I
notice this continuous stimulus over time, and this term is called Adaptation. Another type of
Perceptual Selectivity I experienced is Perceptual vigilance which refers to the awareness of
triggers that relate to my current needs (Solomon, Consumer Behavior, 2021). The Canadian dry
winter relates to the stimuli I experience from Laneige's lip mask. Hence, it enhances my purchase
decision.
II.
Learning and memory:
I learn this product through associative learning: repetition. Before purchasing it, I learned about
it mainly from the internet since it is way more accessible than browsing it in a physical store.
Laneige did a great job in its advertising campaign with various advertising approaches and at a
moderate repetition rate. As a gen Z person, I spend a significant amount of time on social media
and have seen numerous advertisements from Laneige. Slowly I start learning more about the
product's characteristics and benefits. The critical point is they don't over-advertise their product.
Since repetition is a two-sided knife in marketing, too much repetition can cause a "wear-out." I
have seen a few products that first caught my attention, but then they showed up too many times
and eventually lost my interest. I also learned about the product by variable-interval learning
schedule, which is, by definition, a type of reinforcement schedule where a response reinforces
unpredictably. Thanks to technology development, social platforms like Tiktok or Instagram use
the algorithm, and advertisements keep showing up on my feed but not in a fixed cycle. They show
up randomly but regularly, causing me to learn about them unconsciously. Another type of learning
schedule I experienced is fixed-interval - seasonal sales advertisements. I bought this lip mask
during Black Friday with 20% off. Once I know this product, I always store its information in my
memory. Therefore when I walked into the Sephora store, this product always caught my attention
first, and with the situational factor (sale seasons), I was motivated to make a purchase.
III.
Motivation and Affect:
According to Solomon in Consumer Behaviour, motivation is the process that leads people to
behave as they do. It occurs when a need arises that the Consumer wishes to satisfy. The repetitive
advertisements I encounter on the internet have motivated me and caused me to have the desire to
purchase. One of the strengths of motivation that influenced my behaviour is the Expectancy
theory, which is defined by how the expectations of achieving desirable outcomes trigger a
consumer's behaviour. My expectations for the outcome of this lip mask product are to get rid of
the dryness on my lips and achieve a healthier look on my skin. Motivational direction is the way
consumers satisfy needs depending on several aspects. There are four types of needs in the
motivational direction: Biogenic, psychogenic, utilitarian, and hedonic need (Solomon, Consumer
Behaviour 2021). I had the Utilitarian need for a tangible product, the lip mask, and the Hedonic
needs - the excitement a person experiences when purchasing a good or service. I grow an
emotional connection with the product that I learn about. Hence my consumer involvement level
is higher. I tend to spend more interaction and focus on the product. Guerrilla Marketing is a
Message-response Involvement, where marketers use low-cost, unconventional marketing tactics
to achieve more consumer involvement (Solomon, Consumer Behavior 2021). They make use of
Consumer's interest in real-time events. Laneige uses these tactics for advertising their products,
such as using random viral trends on TikTok that eventually gain millions of views on the app with
a great rate of interaction and involvement from consumers, including me. Social media like
TikTok or Instagram have a significant impact on our emotions. I usually feel envious of the
beautiful models with perfect symmetry faces and healthy skin. Hence drives my desire to buy the
lip mask even more.
IV.
The Self - Myself as the Consumer:
People buy products to highlight or hide aspects of themselves. I consider myself a person who
values self-love and likes spreading positive energy and kindness to others. I believe that everyone
has their value and should always hold on to their uniqueness instead of running after trends and
losing their signature characteristics. Situational factors also influence beliefs. I grew up in an
environment where people value appearance and follow strict beauty standards. I used to be
criticized for not fitting into that beauty standard, and I tried to put lots of effort into fitting in even
though it was not always healthy for me. Now that I lived in Canada and learned about self-love,
I started to change my beliefs about the value of being healthy. Many people are taking their health
for granted and not paying enough attention to care for themselves. We should feel grateful and
invest more in ourselves internally and externally. We all have different versions of ourselves, for
instance, the Real and Ideal selves. My ideal Self is to have "glass skin" like in advertisements.
However, to be more realistic, it is good enough to have healthy-looking skin. It isn't necessary to
be perfect. And a good quality product like Laneige can help me achieve that outcome.
The Looking-glass self is one of the Symbolic Interactionism. It is about the pattern of behaviour
based on others' expectations. I am influenced by people around me who enjoy investing in
themselves, and they also expect me to be like them. Hence my point of view shifted towards that
belief. I purchased a Laneige lip mask since it matches my self-value. Advertisements, to some
extent, determine beauty standards. Nowadays, the ongoing beauty standard is a strong and
healthy body. However, it has a downside: some extreme content can cause insecurity about body
image - body dysmorphia, etc. While I strongly believe in staying healthy and balanced, I still try
to keep myself aware of my body image and fight insecurity. Instead, I pay more attention to my
overall health.
V.
Personality, Lifestyle, Values:
My personality tells a lot about how I purchase goods and services. My goal is to live a minimalist
life and reduce as much waste as possible. True value and quality are what I consider the most
important aspects when making a purchase. I don't usually involve or interact with advertisements
of fast fashion or low-quality products. To me, a high-quality product that lasts long and gives you
true benefits is cheaper than a cheap-in-price product but doesn't last long enough. Therefore, I
chose Laneige because of its great quality, I saw a significant improvement in my lips, and I only
need to use a minimal amount each time. My personality trait is also about being an introverted
person. It reflects clearly in my daily lifestyle. I prefer staying at home and spending time taking
care of myself. Therefore, my expenses tend to be on skincare products rather than clothes or going
to parties. Moreover, my budget is tight, so I'm more mindful of my expenses. I don't particularly
appreciate spending money on unnecessary things that could quickly go to waste.
In conclusion, I prioritize high-value products such as Laneige lip masks that are worth my money.
Value is a belief that some condition is preferable to its opposite. Vaseline is not as preferable to
me as Laneige lip products since it is not environmentally friendly or animal cruelty-free and
causes some health concerns.
VI.
My Attitude, Attitude Change and Interactive Communications:
A consumer's attitude toward a product or service is crucial since it illustrates the person's
preferences, motivation, and actions. According to the Functional Theory of Attitudes by Daniel
Katz, attitudes exist because they serve consumers certain functions: Utilitarian, Value-express,
Ego-defensive, and Knowledge function. As mentioned above, my ideal lifestyle is minimalist,
and I don't chase after trending products even though I find them tempting.
Therefore, I train myself to only purchase necessary products by trying not to turn my attention or
involve myself in advertisements. Eventually, I developed a reasonably uninterested attitude
toward most unnecessary products, and I don't fall for these lucrative advertisements very quickly
anymore. For that reason, I believe that the only function my attitude serves me, in this case, is the
Value-expressive function. My purchases are based on my self-concept, and they express my
values. My purchase of the Laneige lip care product is based on my beliefs in valuing health care
and self-image. The Hierarchy of Effect by Robert J. Lavidge (1961) discusses the influences
advertisements have on Consumer behaviour. This argument divides Consumer's level of
involvement into the high and low hierarchy. From my perspective, my level of involvement falls
in the middle. In a high-involvement hierarchy, consumers develop a connection with the product
over time and spend more time researching and weighing alternatives. They usually make a more
thoughtful decision. This hierarchy describes how I purchase any goods or services. On the other
hand, low involvement represents the type of Consumer who is more easily persuaded by simple
stimulus-response connections such as the sensories discussed in part I. Although I admit that the
sensories I retrieved from the Laneige product were a significant aspect that influenced my
purchase, making me somewhat of a consumer in the low hierarchy, I would always seek more
information before deciding whether or not I should buy this product.
Social media allows a better interactive relationship between businesses and consumers, and
information and communication are improved daily for consumers' better shopping experience.
Marketing approaches grow beyond the traditional model, with marketers catching up with the
new generation's ongoing trends and their sense of humour and creating advertisements based on
these findings. This is known as "real-time marketing," and I believe it is an efficient approach to
introducing the products. Providing customers with transparent feedback and reviews made by
previous purchasers is also compelling interactivity. As a gen Z, my primary means of interaction
with brands is via social media platforms and websites, and I usually read product reviews carefully
before buying. My attitude towards a product may shift drastically just by reading other people's
comments on its quality. However, it is still important to remember that everyone experiences an
identical product differently unless the overall rating skews to one side significantly. I always try
to keep my point of view neutral until I get to experience it myself. To relate this to Laneige lip
masks, I believe they succeeded in targeting consumer segmentation on prominent social media
platforms like Tiktok or Instagram. Their product went viral, and I have seen countless review
videos by purchasers. While there were numerous different opinions on the quality of the product,
I learned about its pros and cons and only decided to purchase it after I tried it out myself.
VII.
10 Reviews:
1. Review written by Silvia in the US on February 13, 2023 on Amazon:
“Lives to all the hype
I have really dry lips. Tried everything from Uriage, Bioderma, La Roche Posay, vaseline, even
ordered burt's bees which is something not sold in my country. Of course these helped to some
extent but I had to keep on putting them through ought the day. Every night, before I go to sleep I
put the Laneige lip sleeping mask. Not that I think it is only to be used at night, in spite of the
name, I simply do it because I like to wake up with soft lips.
In really really really cold weather I also wear it during the day and absolutely nothing compares
to it. Love the flavor (I only tried the berry one, but don't think I will be changing it).”
https://www.amazon.com/gp/customerreviews/RRT4UF64670B4/ref=cm_cr_arp_d_rvw_ttl?ie=UTF8&ASIN=B07XXPHQZK
2. Review written by Eva on February 17, 2023 on Sephora:
“Absolutely wonderful!
Love! It is so hydrating. I apply it each night and morning, and it has changed my lips.”
https://www.sephora.com/ca/en/product/lip-sleeping-mask-P420652
3. Review on Reddit:
“Yes, it’s awesome, makes a huge difference overnight. My favorite flavor in order of most to
least is apple, grapefruit, berry, vanilla, and peach. There is no tint, just the smell is different.”
https://www.reddit.com/r/Sephora/comments/gusu85/laneige_lip_sleeping_mask_worth_the_hyp
e/
4. Review written under a youtuber’s review on this product:
“I also have the worst chapped lips all year. I use this all the time. I kind just use it whenever in
small amounts, since I don't remember to put it on at night. Highly recommend it.”
https://www.youtube.com/watch?v=d_z16GSFC2g&t=217s
5. Review written by a beauty blogger on Byrdie:
“If you have really dry lips, want softer lips, or love berry-scented lip balm, I definitely recommend
Laneige's Lip Sleeping Mask. It’s absolutely worth the money and it made a significant difference
in my lips' overall moisture level and texture.”
https://www.byrdie.com/laneige-lip-sleeping-mask-review5211300#:~:text=If%20you%20have%20really%20dry,overall%20moisture%20level%20and%2
0texture.
6. Review by Amazon customer on Amazon:
“It’s okay. I was hoping this would live up to the hydration hype but I was left a bit disappointed.
The only way I know to describe it is to say it sat ON my lips and never moisturizes. Although I
was hoping to find a less expensive alternative, I haven't found another lip product better than the
Tatcha Kissu Lip Mask.”
https://www.amazon.com/productreviews/B07XXPHQZK/ref=cm_cr_unknown?pageNumber=1&filterByStar=three_star
7. Review on Amazon:
“I usually don’t do reviews but this product is terrible. I actually have no idea why it’s so
overhyped. I was so excited to use it. My lips are never dry, but I thought a lip mask would be
nice. Within the first night of using it, my lips were burning. I put more on thinking it would help,
and it continuously worsened, until my lips were completely dry, red&inflamed, and crusty. They
hurt terribly and feel like they are on fire. I will be trying to get my money back. $24 for lip pain?
No thanks, I’ll stick with vaseline.”
https://www.amazon.com/gp/customerreviews/R1QT4Z6BP9FCZ7/ref=cm_cr_getr_d_rvw_ttl?ie=UTF8&ASIN=B07XXPHQZK
8. Review by a beauty blogger on MySkincareRegime:
“Overall Rating and Conclusion: 4/5 – The texture of this is wonderful. Yes it contains fragrance
and all the things I don’t like, but the way this sits on my lips, the hydration and moisturisation it
gives is nice! I took a point away because the biggest problem I have with this is that it doesn’t
last on my lips (i.e. disappears even if I haven’t eaten) which is frustrating as I have to keep reapplying this product if I want the continued effects of it (i.e. the sheen and hydrated look).”
https://myskincareregime.com/2020/04/02/review-laneige-lip-sleeping-mask-berry/
9. Review by a Tiktoker saying she liked the packaging and good quality:
https://www.tiktok.com/@alyson.erbach/video/7120726877408464171
10.
Review on Sephora:
“The product smells and feels amazing once you put it on, but when I wake up after sleeping its
gone and my lips feel dry”
https://www.sephora.com/ca/en/product/lip-sleeping-mask-P420652