Consumer motivation and decision making

John Lewis 2015 Christmas Advertisement was shown in the class and I saw the Sainsbury's 2015 Christmas Advertisement few days ago.

(John Lewis)

(Sainsbury's)

Here is a comparison between John Lewis 2015 Christmas Advertisement and Sainsbury's 2015 Christmas Advertisement in consumer motivation aspect and decision making aspect.

There are many commons between these two advertisements.

In consumer motivation aspect, the advertisement of John Lewis reflects love between the little girl on the earth and the old man on the moon which complies with the 'belongingness' level of Maslow's Hierarchy of Needs. The information the company wants to convey is to encourage young people or children to give gift to the elders. Therefore, the target market is young people.

It also indicates the 'safety' level.  The little girl's family celebrates the Christmas in house with friends.

The main product that John Lewis wants to promote is the telescope.

And the advertisement of Sainsbury's also indicates the 'belongingness' level and 'safety' level. It shows the love between neighbors and they also celebrate the Christmas in house. 

The products involved in this advertisement are eggs and turkey.

 The idea which Sainsbury's wants to convey is to encourage people to share and help people in need. The target market is children because the main character of the advertisement is a cute cat called Mog who set off a chain of unfortunate events.

In consumer decision making aspect, it shows the habitual and affective types of decision making. Habitual decision making is a unconscious and automatic behavior such as, a weekly behavior. People will buy food and drinks and other decorations because of the Christmas. But it is more affective. Affective decision making is emotional and instantaneous. Customer will be touched by the story in the advertisement and may want to buy the telescope after watching the advertisement.
The advertisement of Sainsbury's shows the habitual and affective types of decision making as well. But it is less affective than the advertisement of John Lewis.
Though the advertising style of these two companies are different, customers all feel warm after watching the advertisements. And John Lewis's promotion is more concentrated.
(sorces: https://www.youtube.com/watch?

v=wuz2ILq4UeA; https://www.youtube.com/watch?v=kuRn2S7iPNU)

Sensory Marketing

I saw an interesting event on the Internet called KaZantip which is an electronic dance music festival held annually in Ukraine. Internal DJs and 150,000 revelers pop in an out of the peninsula with an eccentric theme of orange coloured fashion and yellow suitcases.

This event influences people's emotions by colour in vision aspect. The colour of this event is mainly yellow which gives people a feeling of freedom. And the hearing in this event also affects people's feeling and behavior which increases the passion of participants such as some rock musics. A good sensory marketing can encourage customers well participant in this event. And the KaZantip did well in the vision and hearing aspects. 

 (sources from: http://www.amusingplanet.com/2013/08/6-more-interesting-events-of-august.html)