MenuItem 5: {Topic 5} Perception and information processing
Section A:
True or False
1. Consumers use perception as a shortcut to decide which alternative products will
best suit them.
Answer: T
page 122
2. Information processing is a series of activities by which stimuli are transformed
into information and stored.
Answer: T
page 123
3. Exposure occurs when the individual can recall the stimulus.
Answer: F
page 123
4. The process of flipping through the pages of a magazine and ‘ignoring’ the
advertisements is called absolute threshold.
Answer: F
page 126
5. The reason most students promptly forget most of the things they learn in class is
because of selective retention.
Answer: T
page 128
6. Colour can be used successfully to influence consumers by international
marketers because colours have the same meaning to all consumers.
Answer: F
page 130
7. Using two adults, two children and a dog in an advertisement for a product
directed at families is an example of Gestalt theory in practice.
Answer: T
page 132
8. Intrinsic value is measured by the ability of the consumption process to satisfy for
its own sake.
Answer: T
page 140
9. While both Panadol and No Frills paracetamol both contain 500 mg of
paracetamol, many consumers believe there is a difference between the brands
due to the manufacturers’ positioning efforts.
Answer: T
page 147
10. Brand building and positioning are not important in the perception of consumers
when deciding between products.
Answer: F
page 156
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Section B:
Multiple Choice
Question 1
Which of the following is NOT a major step in information processing?
a)
b)
c)
d)
Attention
Interpretation
Positioning
Memory
Answer: C
page 123
Question 2
Exposure occurs when:
a)
b)
c)
d)
A stimulus comes within range of our sensory receptor nerves
The individual assigns some meaning to the stimulus
The individual can recall the stimulus
The individual becomes aware of the stimulus
Answer: A
page 123
Question 3
Attention occurs when:
a)
b)
c)
d)
An individual is exposed to a stimulus
The individual can recall the stimulus
The individual becomes aware of the stimulus
The receptor nerves pass the sensations on to the brain for processing
Answer: D
page 123
Question 4
Attention is determined by:
a)
b)
c)
d)
The nature of the stimulus
The nature of the individual
Both the stimulus and the individual
Stochastic processes
Answer: C
page 124
Question 5
Consumers use selective exposure because:
a)
b)
c)
d)
They are lazy
There is too much information in their lives to pay attention to it all
There is too much information that doesn’t really say anything
They are afraid
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Answer: B
page 127
Question 6
Selective retention in marketing terms means that we:
a)
b)
c)
d)
Remember information we find meaningful and interesting
Remember everything we were ever taught
Remember the benefits of every competitive offering
Remember if we liked the product last time we used it
Answer: A
page 128
Question 7
A advertisement of a red sports car is an example of:
a)
b)
c)
d)
Normal advertising practice
Use of colour to influence our perception
Common because most sports cars are red
Probably accidental as a red car was the only one available
Answer: B
page 129
Question 8
The use of family brands as a marketing strategy is making use of:
a)
b)
c)
d)
Cost savings in packaging artwork
Consumers’ personal constructs
Limited imagination
Company perceptions
Answer: B
page 130
Question 9
In visual advertising, e.g. television advertisements, non-verbal aspects:
a)
b)
c)
d)
Convey attitudes and emotions
Make the advertisement look good
Are necessary to fill in the gaps
Don’t really matter
Answer: A
page 132
Question 10
The perception theory being used when LiveWire made their drink cans similar to
Red Bull was:
a) Selective exposure
b) Stimulus generalisation
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c) Personal construct
d) Gestalt
Answer: D
page 134
Question 11
A good, catchy slogan which immediately makes us think of the correct brand name
is making use of:
a)
b)
c)
d)
Similarity
Proximity
Closure
Semiotics
Answer: C
page 139
Question 12
Value is:
a)
b)
c)
d)
Highly objective
Highly subjective
Slightly objective
Slightly subjective
Answer: B
page 140
Question 13
Purchase of airline tickets for the next holiday is a situation where ____________
value occurs.
a)
b)
c)
d)
Intrinsic
Active
Extrinsic
Self-oriented
Answer: C
page 140
Question 14
Purchase of an ice-cream on a hot day is a situation where _____________ value
occurs.
a)
b)
c)
d)
Intrinsic
Active
Extrinsic
Self-oriented
Answer: A
page 140
Question 15
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The way meaning is conveyed through signs, words, pictures, music, colours, scents,
etc., is called:
a)
b)
c)
d)
Semantics
Heuristics
Gestalt
Semiotics
Answer: D
page 140
Question 16
Warranties are a positive marketing response to:
a)
b)
c)
d)
Poor manufacturing
Perceived dissonance
Perceived risk
Actual risk
Answer: C
page 143
Question 17
Consumers view services as having greater perceived risk than products because of
the _____________ nature of services.
a)
b)
c)
d)
Heterogeneity
Intangibility
Inseparability
Flexibility
Answer: B
page 143
Question 18
Using the phrase ‘You can bank on it’ is trying to reduce which type of risk?
a)
b)
c)
d)
Ego risk
Opportunity risk
Financial risk
Physical risk
Answer: C
page 144
Question 19
The advertising phrase ‘Good on you Mum, Tip Top’s the one’ is trying to reduce
which type of risk?
a)
b)
c)
d)
Ego risk
Opportunity risk
Financial risk
Social risk
Answer: B
page 144
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Question 20
The advertising phrase ‘Stand out, be proud’ is trying to reduce which type of risk?
a)
b)
c)
d)
Ego risk
Opportunity risk
Financial risk
Social risk
Answer: D
page 144
Question 21
Which two of the following characteristics can influence positioning?
a)
b)
c)
d)
Marketing communications
Marketing strategies
Product characteristics
Product strategies
Answer: A & C
page 147
Question 22
A positioning map lets marketers see how:
a)
b)
c)
d)
Consumers perceive their products against competitors
Retailers perceive their products against competitors
Retailers place their products against competitors
Consumers purchase their products against competitors
Answer: A
page 148
Question 23
Brands are important because they:
a)
b)
c)
d)
Make labelling the products easy
Help consumers differentiate between similar products
Make consumers believe the price is reasonable
Make shareholders accept the market price
Answer: B
page 149
Question 24
The measure of a brand’s worth is called:
a)
b)
c)
d)
Brand equity
Brand price
Share price
Share dividend
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Answer: A
page 151
Question 25
Dick Smith’s use of the Australian flag on the packaging of his biscuit range is an
example of which theory?
a)
b)
c)
d)
Perception
Gestalt
Means end chain
Grouping
Answer: C
page 153
Section C:
Short Answers
Question 1
What is perception and how is it related to sensation?
Answer:
page 122
Perception is an automatic and natural phenomenon and involves the interpretation
of stimuli from the environment. It involves organising and giving meaning to new
information from the environment. The stimuli are received in the form of sensations.
A sensation is the immediate experience generated by an incoming stimulus.
Sensations enter the body via our sensory receptors: eyes, ears, nose, mouth and
skin. As a formal definition, to perceive is to (see, hear, touch, taste, smell, sense)
some (thing, event, situation) in a particular way.
Question 2
Describe the factors that will influence the way consumers perceive information.
Answer:
page 124
There are several factors that influence the way consumers perceive information.
These include:
• Individual characteristics, including prior learning and the expectations of the
individual. For example, if we are brought up to believe that the family is very
important, then we are more likely to respond favourably to messages that portray
family scenarios.
• Stimulus factors. This refers to how a message is communicated, by way of the
actual message or media. For example, if Kylie Minogue were used as a
spokeswoman for a brand, she might appeal to people aged in their 20’s and 30’s,
but she may not really appeal to senior citizens. Older citizens may respond a lot
more favourably to somebody like John Laws or Ray Martin.
• Situational factors. Different situations can have an impact on the way information is
interpreted. For example, you may be on a diet and you may be very hungry at a
particular time, so you may decide to eat something you wouldn’t normally eat,
because it’s all that you can find. Similarly, you might normally have a light breakfast,
but when on holidays, you may enjoy a large buffet breakfast.
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• The way that information is presented. This can also influence the way it is
processed. For example, product packaging is very important for communicating
information about branding, positioning and tangible benefits. It is estimated that over
70% of purchase decisions are made at point of sale. Therefore, packaging and instore communication play a very important role. Packaging research has found that
picture elements of packaging should be positioned on the left-hand side in order to
enhance recall. Brand name or variety descriptions are most effective placed in the
middle of the pack, or on the right-hand side.
Question 3
What is absolute threshold and how can marketers use it?
Answer:
page 126
The absolute threshold is the lowest point at which we perceive stimuli. For
example, if you flip through a glossy fashion magazine, you are likely to see page
after page of advertisements for cosmetics and perfumes. After a while they all look
the same and you don’t tend to really notice specific advertisements unless they
really stand out. This is because of the clutter.
Marketers can use it to gain our attention by making advertisements that look totally
different from the rest, for example an almost totally white space with a tiny bit of
copy, very loud colours when most ads are in muted colours, very loud voices or no
sound at all in TV ads.
Question 4
Explain, using examples, the theory of selective exposure.
Answer:
page 127
Consumers are exposed to so many promotional messages every day that they tend
to filter out unwanted information. Selective exposure refers to the fact that
consumers make a choice, or selection, about what information they will take notice
of.
We respond to our environment, either the physical or perceived environment. The
way we perceive things is influenced by our biases. We selectively tune in and out of
the environment. People tend to see what they want to see because they tend to
view everything from their own perspective. For example, many younger people don’t
like watching news and current affairs shows, so they avoid them.
Question 5
Explain stimulus discrimination, and the legal marketing implications of it.
Answer:
page 129
Stimulus discrimination refers to the ability to see a distinct difference between
stimuli. For example, no matter how many brands of similar looking cat food are on a
supermarket shelf, the consumer will always recognise their favourite brand.
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This occurs when we learn to distinguish between the conditioned stimulus and other
stimuli, even if they are similar.
Competitors often create packaging similar to popular brands in order to fool some
consumers to buying their product; passing off is the legal term. In 2002, Symphony,
manufactured by ABC Tissue Products, launched a successful pack design using
what it called a ‘cherub design’, with cupid-like images. Sorbent then launched a
similar design on its packaging. ABC Tissue Products launched legal action against
Cater Holt Harvey, who own Sorbent brand, over the very similar packaging. Tissues
are a convenience good, so consumers don’t tend to spend a lot of time searching for
information, evaluating brands or deciding which one to buy. It’s easy to see how
similar packaging could mislead consumers into thinking that all the products on the
shelf that look similar are the same brand.
Question 6
Explain what is meant by a ‘personal construct’, and how it might work in a
consumer.
Answer:
page 130
Individuals have a personal construct, which is like a personal filing system where
you have a whole set of ‘files’ in your mind with related information in them. When
new information comes in, you must determine which file it fits in by trying to match
the message with some information already in one of the ‘files’. Individuals define
incoming stimuli as like or unlike others that we are familiar with, based on only a few
salient characteristics. This means that when we see, hear, or sense new information
we tend to evaluate it according to only a few criteria that consumers find important.
For example, if a person likes cars with European styling and they see an ad for a
brand new car that has ‘European styling’ they will be more likely to regard the car in
a favourable way even though they may know little else about the car.
Question 7
What is gestalt theory and how does it work?
Answer:
page 132
Gestalt is about patterns or configurations. Gestaltists believe that we categorise
incoming stimuli into meaningful patterns. It occurs at the interpretation stage of the
information processing chain. For example, looking at a picture of a man, woman and
kids enjoying a picnic at a park, we perceive it as a family because we put the people
together in the context. If the ‘parents’ from that advertisement were sitting on a rug
together enjoying a glass of wine, we would perceive the setting as a romantic one.
Question 8
In gestalt theory, individuals ‘group’ incoming stimuli in order to make sense of
messages. Describe the three common types of grouping, and how they might work
in advertising.
Answer:
page 139
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Similarity
We tend to group similar information together. Marketers often use similar brand
names to existing products or family branding so that consumers ‘group’ the products
together in their minds. Golden Circle is a well-known Australian canned fruit and
juice producer. The company is well established as a quality brand. The company
has launched a new range of baby foods under the Golden Circle brand. The brand’s
existing good image should help consumers to evaluate the product in a market
where the Heinz brand dominates.
Proximity
Items that appear the same are grouped together. Proximity involves the way the
brain processes visual stimuli by organising the shapes into patterns, in order to
make sense of the incoming information. Marketers use it to help us remember brand
names, for example, the pizza delivery company with the telephone number 481 11
11 repeated in jingle form throughout the television and radio ads
Closure
This is where stimulus information is received, but the message is incomplete.
Closure occurs when we take existing information from our memory and relate it to
the new information to make sense of the incomplete message. When the slogan ‘Oh
What a Feeling…’ is heard, most people automatically think of Toyota. However if
you had never experienced any Toyota advertising, the phrase would be
meaningless. Radio advertisements often use music and sound effects to create an
idea of image in the listener’s mind. The listener often ‘completes the story’ based on
the audio stimuli. The sounds of a waterfall and singing birds during an
advertisement for a relaxing holiday resort may help listeners to visualise the resort
as very relaxing and peaceful.
Question 9
Briefly describe the five types of risk a consumer might experience.
Answer:
page 144
Financial risk is the risk that the consumer will experience some sort of monetary or
economic loss, for example the perceived risk associated with investment.
Physical/utility risk is the risk of the consumer being physically harmed in some
way, or that the product may not perform as it is expected to.
Social risk is the risk that the consumer will suffer a terrible social embarrassment,
for example when your friends get dressed up for a special event and you turn up in
jeans and a T-shirt.
Ego risk is the risk that the decision may not be in line with a person’s sense of self
and their values. For example, a very conservative person may not be interested in
body piercing or tight and revealing clothing.
Opportunity risk is the risk that by purchasing a particular product and foregoing
another, you might not be making the best decision. It results in a feeling of doubt:
‘Should I have bought the other product?’ An example of this may be choosing a
formal dress or suit. The buyer may purchase a nice outfit but then worry about
whether they made the right choice.
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Question 10
Describe the three strategies which can be used to develop a market position:
Answer:
page 148
Positioning in relation to competitors
This means taking an approach that compares your brand’s benefits against those of
competitors. For example, a garden products company such as Nylex is positioned
as having the strongest and best quality products on the market.
Perception on the basis of product attributes and benefits
Products can be perceived by consumers as particularly strong in one area. For
example, Volvo is perceived by most as a ‘safe car’. A brand of vacuum cleaner may
be positioned as a heavy duty machine capable of removing all traces of pet hair.
Positioning on the basis of the usage occasion
Some products have a clear position as suitable for particular situations. For
example, some brands of wine and champagne are promoted as being suitable for
special occasions. The Arnott’s Emporio range of biscuits was promoted for special
occasions, as distinct from Arnott’s everyday ranges.
Section D:
Essay Questions
Question 1
Consumers generally process information in a systematic manner. Explain the steps
involved, using a consumer purchase decision of your choice to frame your answer.
Answer:
pages 123-126
The theory is given below, with some examples. Answers should relate this theory to
the consumer purchase decision chosen.
Exposure
Consumers are exposed to stimuli whether they like it or not. Exposure occurs when
our sensory receptors detect a stimulus. Consumers can choose whether or not to
deal with the stimulus. The implication for marketers is that information must first be
placed in a situation where consumers will be exposed to it. Suppose you determine
that your target audience will be watching television at a particular time of the day.
What’s to stop them from changing channels when the advertisements come on?
Nothing really - that’s why advertisers often place their advertisements on competing
channels at the same time. This is known as road blocking, because wherever
consumers turn, they cannot escape the advertising message!
Attention
This occurs when information is transferred from the sensory receptors to the brain
for further processing. For example, you might see something ‘strange’-looking on a
television advertisement, and stop and take notice of the advertisement to sort out
what it is you are seeing.
‘Salience’ is an important concept when considering how to gain an audience’s
attention. Salience is the psychological term for the phenomenon where people think
about things that are important to them more than those things that are not. It sounds
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simple; however, marketers want to make their products seem important. Repetition
is used by advertisers to increase the prominence of a brand and make it more
salient.
Interpretation
This is the stage of processing at which consumers give meaning to the incoming
stimulus information. Information is filed alongside other information that the
consumer considers as similar. Information is subject to cognitive and affective
interpretation.
 Cognitive interpretation is a process of adding meaning from existing knowledge.
Information can be given semantic and psychological meaning.
 Affective interpretation is the processing of information and adding meaning based
on feelings.
Memory
This is a complex psychological phenomenon. However, it is useful in understanding
perception as the ability of consumers to interpret new information is based on their
existing memory. Memory is the information storage facility in the brain. Marketers
also want their marketing messages to be transferred to the consumer’s memory for
consideration when making a buying decision.
Question 2
Message processing and attention is affected by many things. Two of these are
colours and semantics. Explain, using examples, how these influence our perception.
Answer:
pages 129-130
THE INFLUENCE OF COLOUR ON PERCEPTION
Colours have a great influence on perception. Just think of the different colours that
you associate with different things. For example, most Western people wear black to
a funeral or when grieving, as it represents death, whereas white is a traditional
wedding colour, signifying a new life. Pink has been associated with femininity and
blue with masculinity. Sometimes, when someone is sad, their mood might be
described as ‘blue’. We also use the phrase ‘green with envy’. The colour green is
also often used to describe people who are young and inexperienced. Yellow is often
considered a cowardly colour.
Science has proven that colours can influence behaviour. The reason is that the
stimuli presented by colours have an influence on the central nervous system.
People from different cultures perceive different colours as having unique meanings.
In Western cultures, red makes us feel warm, whereas blue gives us a much cooler
feeling. The spectrum colours of red, yellow and orange have the longest
wavelengths and they are associated with heat. Blues, greens and violets have
shorter wavelengths and are associated with cool.
Companies spend a lot of time and money on designing advertising, logos and
packaging. The choice of colours in advertising or on signage and packaging is just
as important as the layout and copy. The symbolic nature of colours is often used by
marketers - in packaging, advertising and in store signs. The perfume ‘Red Door’
uses intense sensual imagery in its advertising, promotion and packaging. It uses a
very vibrant red colour to represent passion and a warm feeling.
THE INFLUENCE OF SEMANTICS ON PERCEPTION
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Words often convey a lot more than the dictionary definition. For example, consider
the following description of a cake. An advertisement might describe it as deliciously
light and moist. This conveys a great deal of meaning. The person reading the
advertisement will get an idea in their mind about what the cake tastes like, just by
the use of these descriptive terms. Consider also the words ‘loving’ and ‘passionate’.
These can have similar meanings in the same context, but in fact they can convey
very different feelings. You might describe a ‘loving family’ or a ‘passionate’ couple.
Some other examples of words that have similar meanings , but that convey different
tones and messages are ‘cops’ and ‘police’, ‘good bloke’ and ‘nice man’.
Question 3
Describe the marketing communication process, explaining at which points
perception will mean the communication process will be successful or unsuccessful.
Answer:
page 133
 Message as intended - sales idea or proposition is developed
 Encoding the message - this is influenced by the perception of the company or
advertising agency personnel, which may not be the same as that of the
consumer.
 Message channel - advertising media selection - market research is needed so
the chosen media will be in line with what the consumer perceives to be an
appropriate place for that message, for example, funerals should probably not be
advertised using signage at sporting venues, whereas this is appropriate for
investments and cars.
 Decoding the message - the consumers perception is important - if it is not the
same as the company’s, or it is not believed, the message will fail.
 Message as received – again, perception will play a strong role here.
 Response - interest, purchase or desire - this will only occur if the consumer
perceives the message to be appropriate and acceptable.
 Feedback - this is an important stage to find out how the consumer’s perception
has influenced the process, either successfully or unsuccessfully.
Question 4
Explain the three types of consumer value: intrinsic and extrinsic, self-oriented and
others-oriented value, and active and reactive value, and how marketers have used
each one.
Answer:
pages 140-143
Extrinsic value relates to the situation where consumption occurs to satisfy some
further goal. For example, a mobile phone might be purchased for the purpose of
allowing the person to be contacted and to make contact with others. The value
consumers get from the phone is based on its role in helping people communicate,
rather than from the phone itself. Intrinsic value, on the other hand, is measured by
the ability of the consumption process to satisfy for its own sake. For example,
listening to a CD of your favourite band creates value that is appreciated as an end in
itself, so Sony show users experiencing amazing things.
Self-oriented value refers to value obtained from the consumption process that is
somewhat selfish in nature, whereas others-oriented value is obtained from
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consumption that we perceive will benefit others. For example, a person who buys a
particular laundry detergent because it makes their clothes look nicer is expressing
self-oriented value. Marketers use terms such as “You’re worth it”. A person who
chooses a laundry brand because it is environmentally friendly is expressing othersoriented value because their consumption benefits someone else - in this case,
society. Charities often use this value to promote their causes.
Active value refers to value that comes from consumers doing something with a
product or manipulating it in some way, such as driving a car or eating a meal.
advertisers show people eating or driving and experiencing great pleasure. Reactive
value comes from doing something or responding to something as part of the
consumption process, such as the pleasure obtained by visiting an art gallery.
Question 5
Explain how means end chain analysis is used to determine consumer behaviour
based on the perception of brand attributes, benefits and consumer values.
Answer:
pages 153-156
A consumer evaluates a brand in terms of its overall value. This perception of value
is based on how the product performs on various attributes that the consumer deems
important. Some attributes are more important than others. Means end chain
analysis is a way of determining consumer behaviour based on the perception of
brand attributes, benefits and consumer values. In order to position products and
brands at a higher level, we need to understand and measure the meanings that
products have for consumers. The ‘means-end chain’ establishes a link between
tangible attributes of a product and the individual and social needs of consumers,
such as benefits and values.
Sometimes, simply positioning a brand based on its concrete attributes may not be
appropriate. In undifferentiated or mass markets, which include the majority of fast
moving consumer goods, many products are difficult to distinguish. For example,
most brands of tomato sauce, margarine and paracetamol-based pain relief
medication are basically the same. However, different brands have different
meanings, based on the benefits they offer consumers in intangible terms. For
example, the Herron paracetamol brand is positioned not on the basis of what it
does, but rather on the fact that it is made in Australia by an Australian-owned
company.
Consumer durables may also face the same issues as those outlined in the previous
article. With product technology moving at such an enormously fast pace, consumers
are often bamboozled by scientific facts and information. This may include products
such as video and digital cameras, computers and even mobile phones. In these
types of markets, consumers look for ways to simplify the complex information
available to them. They simplify detailed brand and attribute information by
categorising the information into higher level constructs such as ‘reliability’ and
‘quality’. Communication strategies based solely on the performance of product
attributes are not likely to be successful for these products. Marketers know this. In
car advertisements, for example, one can encounter higher-level constructs such as
‘excitement’, ‘performance’, ‘spacious’, ‘luxurious’ and ‘economical’. In car ads it is
not uncommon to refer to more personal values such as fun and enjoyment (‘the
ultimate driving machine’), and achievement (‘arriving ahead of schedule’), which in
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this case refers to arriving at a social status position ahead of when one would
expect to arrive at that position.
Attributes gain their relevance because they allow the consumer to achieve certain
benefits. For example, a particular model of car may offer cost savings, whereas a
brand of moisturiser may promise soft, smooth skin. Subsequently, a benefit
increases in importance as the consumer has a higher need for the benefit. These
are often related to the higher-order needs such as belonging, achievement, esteem
and self-actualisation.
A product has different perceptual meanings depending on the motivations and
needs of the consumer. For example ‘a computer can be a necessity for a person
who values “sense of accomplishment”, a status symbol for a person who values
“self-respect”, and a toy for a person who values “fun and enjoyment”’. Marketers
conduct quantitative and qualitative research to determine what attributes consumers
see as important in products, but also to determine their underlying values. You can
see from the previous computer buying example that consumer values can be just as
important for marketers to understand as the actual benefits and attributes that
consumers seek.
‘The more closely a product or brand is linked to the various elements in consumers’
means-end structures, the more likely it has personal relevance, and the more likely it
will be preferred and chosen’. The implication here is that marketing research about
consumer needs should go beyond simply identifying important product or brand
attributes, but it should also link the attributes sought by particular clusters of
consumers with their values. Qualitative research is particularly useful as it allows the
interviewer to probe for more information. This allows them to find out more about
consumer’s underlying motivations for purchase.
The linkage of product or brand attributes and benefits to values increases the
strength by which the product or brand is perceived to be consistent with the
consumer’s personal values. The brand is therefore perceived as a highly desirable
choice when it comes to decision- making time.
Consider an example of how a means-end chain works. Think about a product such
as ‘Logicol’ low cholesterol margarine-type spread. Research might reveal that
consumers perceive this brand as a low-fat product that promotes a healthy body. A
consumer may link health with their desire for enjoyment of life. The underlying value
in this case is the enjoyment of life. Initially you might wonder how enjoyment of life
relates to margarine. However, if armed with this knowledge, marketers can develop
effective marketing communication strategies that appeal to these consumer values.
This creates a very strong position in the minds of consumers. Not only does the
brand offer sought benefits, but it also makes a direct connection with the consumer’s
core values, thus increasing the likelihood of purchase.
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