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Provide your answers to the questions about print advertisements related to consumer behavior, integrating information from the ads and chapter readings. Address the following:

1. Identify two ads designed to induce problem recognition among consumers. Briefly explain why each ad serves this purpose.
2. Analyze the Audi ad in terms of Maslow's hierarchy of needs. Specify which level it represents and justify your answer.
3. From Chapter 4, discuss which ads are intended to influence attitude change, and explain the strategies used by each.

Paper For Above instruction

The analysis of consumer behavior through print advertisements provides crucial insights into how marketers strategically influence consumers at various stages of decision-making. Effective advertisements often serve to induce problem recognition, satisfy or target specific needs, and employ attitude change strategies to guide consumer perceptions and behaviors.

Two advertisements that are explicitly designed to induce problem recognition among consumers are the automobile ad (e.g., Audi) and the health or lifestyle-related ads. For example, the Audi ad might depict a scenario highlighting safety concerns or the desire for status, prompting viewers to recognize a need for upgrading their vehicle or improving their lifestyle. This strategy draws attention to specific problems or desires that consumers may not have previously identified, thereby initiating their decision-making process. Similarly, a health or wellness ad could emphasize the adverse effects of current habits, prompting consumers to recognize the need for change (Wood, 2020).

The Audi advertisement, when analyzed through the lens of Maslow's hierarchy of needs, likely corresponds to the esteem or self-actualization level. This is because luxury car advertising often appeals to a consumer's desire for status, prestige, and personal achievement. Such ads evoke feelings of accomplishment and recognition from others, aligning with Maslow's emphasis on esteem. Alternatively, if the ad emphasizes advanced safety features or comfort, it might relate to safety needs, the second level of Maslow's pyramid. However, luxury branding typically aims at higher-level esteem and self-actualization needs (Maslow, 1943).

Regarding attitude change strategies, ads aiming to influence consumer perceptions often utilize techniques such as emotional appeals, celebrity endorsements, or rational arguments. For instance, an ad emphasizing environmental benefits or social responsibility might evoke positive emotions, fostering a favorable attitude towards the brand. Similarly, ads using social proof or authority figures are intended to modify existing attitudes by leveraging authority or social influence (Kardes, Cline, & Cronley, 2011). Based on the provided ads, a health-focused ad might utilize a fear appeal to motivate change, while a lifestyle ad might employ aspirational messaging to shape consumer attitudes.

Overall, marketers utilize a blend of psychological and emotional strategies to guide consumer behavior, from problem recognition to attitude formation and change. Recognizing these tactics enables a deeper understanding of the advertising landscape and how consumer perceptions are shaped through targeted messaging.

References

• Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer Behavior. Cengage Learning.
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.
• Wood, C. (2020). Consumer Behavior: Building Marketing Strategy. McGraw-Hill Education.
• Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Pearson.
• Percy, L., & Rossiter, J. R. (1997). A concept of "engagement" as a preliminary step in the process of consumer involvement. Journal of Marketing Communications, 3(4), 203–221.
• Hoffman, D. L., & Novak, T. P. (2018). Consumer engagement and social media marketing: Review and research agenda. Journal of Business Research, 77, 105–111.
• Verbeke, W., & Bagozzi, R. P. (2008). Consumer attitudes and their impact on sustainable products: The influence of corporate social responsibility. Journal of Consumer Marketing, 25(3), 161–170.
• Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
• Rossiter, J. R., & Percy, L. (1997). Advertising Communication and Promotion Management. McGraw-Hill Education.