Consumer and Organizational Behavior

Consumer and Organizational Behavior Name Institutional Affiliate Consumer and Organizational Behavior Question 1. Elaboration Likelihood Model (ELM) is one of the effective theories of communication upon which business organizations can evaluate their consumer’s response to a particular product or brand from the wide range of their promotional activities CITATION Pet12 \l 1033 (Petty, 2012). The essence of product promotion is to increase the consumer’s knowledge of a product and to enhance its penetration into the market for increased sales volumes as well as generation of profits. Achieving the outlined outcomes depends on the ability of the promotional activities to appeal to the interest or attention of consumers and thus persuading or influencing their purchasing decisions in favor of the product in question. According to the ELM MODEL, the message communicated by an advert may take either the peripheral or central route in the thought processes of consumers CITATION Pet12 \l 1033 (Petty, 2012). The central route processing refers to situations where consumers have an existing knowledge of a product and hence have motivational factors to consider in making the final purchasing decision CITATION Pet12 \l 1033 (Petty, 2012). It involves a high level of elaboration as witnessed in Sue’s advertisement approach for the Gillette razor brand in New Zealand. Consumers had prior knowledge of the brand and only needed a reminder of both the quality and functional features of the razor. Instead, Sue’s promotional strategy creates a negative attitude towards the product as it evokes public debate on the sensitive issue of sexual harassment, which may also affect the organization’s image. It would be advisable to capitalize on revitalizing the consumer’s attitude towards the razor using influencers such as Teddy Crews in showcasing the quality and functional features of the product. The advert should focus on provoking a central route processing system among users by providing a precise description of the functions and thus increasing the motivational levels towards the use and preference of the razor brand. Question 2. The steps taken by consumers in their decision-making process include recognition of a problem or need, searching for information concerning the identified product to satisfy the need, evaluating the available options for satisfying the recognized need, purchase of the item or service, and post-purchase satisfaction or dissatisfaction from the same CITATION Sta17 \l 1033 (Stankevich, 2017). Recognition of need refers to the identification of something that consumers find valuable but missing in their lives. Such would be the case for tech-savvy individuals with old phones at the height of new releases of advanced phones with better features as advertised by Ansel. The need for an advanced phone with better quality features to carry out one’s daily phone operations will drive the consumer to search for the newly available gadgets through various platforms. Ansel’s use of billboards along highways, social media apps such as YouTube and other Google platforms function as effective search engines for consumers. Consumers can easily access information about the new phones in the market through the billboard ...