Monday, October 31, 2011

Consumer roles & buying behavior

Appealing to the roles consumers have is a powerful influence.

We all have our own lists of roles we play in our lives --  
Friend. Wife. Husband. Mom. Dad. Teacher. Doctor.
You get the idea...

The roles each of us have impact how we act and decisions we make.  Marketers know this too.

Notice how this TV commercial for Sylvania Silverstar headlights juxtaposes two common roles -- (1) fun-loving male and (2) dad.

Obviously, the dad role wins out in this advertisement. In my own role as a dad, the ad makes me wonder how bright the headlights are in the car my kids drive. Which is just what Sylvania hoped for.

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