How does ShamWow persuade consumers?

It’s not a secret anymore ShamWow does not work the way the infomercial describes. A segment on ABC’s Good Morning America gives ShamWow a “C” and says it’s a normal towel. If their is nothing special about it how come so many Americans have fallen for the gimmick.  Psychological principles used to persuade are the best way to example.

There are three specific techniques used in the ShamWow infomercial. The reciprocity principle, which says when someone does you a favor , you feel the need to return it. ShamWow makes you feel like they are doing you a favor by giving you such a good deal. Offering four ShamWows for $19.95 but  then they double the offer. Doubling the offering before you are able to even reject the first offer is the “That’s Not All Technique.”

There is also the scarcity principle, which makes the object seem more valuable- describing it as a limited time offer, limited distribution or quantity. Vince says “we can’t wait around all day, CALL NOW.” They make you think that if you do not act now then you will miss the opportunityto get this particular deal.  They also tell you that ShamWow is made in Germany, which might cause consumers to believe that it is rare in America.

Then there is the authority principle, which uses titles, clothes, and possessionsthat convey status to impress and influence others. They tell consumers that ‘swimmers’ us ShamWow. This reminds you of Olympic divers and swimmer who need to dry off quickly. The assume if ‘swimmers’ are using the product then it must be good. They also emphasize that ShamWow is made in Germany. They are trying to convey to consumers that ShamWow was develop by the Germans who obviously have some authority about “specially engineered home products.”

Shamwow is now facing much scrutiny because of its deception. Consumers are lashing out and posting videos on youtube, parodying the commercials and showing how the product does not work in real time. However, the hype lasted and the company bank while they could.

Mac vs. PC Ads Catch Consumers’ Attention

Mac has been reigning supreme over “PC” aka ‘all computers that are not a Mac’ since their “Mac vs. PC” campaign started. This particular ad show PC time traveling to the future to determine if Windows ever works out that ‘freezing, crashing, and error message’ problem. When he arrives future PC ‘freezes’ thus answering his question. The campaign entertains consumers by continuous making PC the punchline of the joke, even though he was trying to helplessly defend himself.

Psychologically Apple is effectively using consumer relevance to their advantage and grabbing their attention. If you’re shopping for a new computer Apple is reaching out to you.  I think consumers would agree the hardest part about shopping for a computer is comparing between all the different types. Apple has effectively divided up the competition- Apple vs. Everyone Else. For someone shopping for a new computer this is relevant, Apple backs up why they are better then the competition in a fun and entertaining way. Plus, consumers use their past experience to create association and develop liking for a brand.

Since, the launch of this particular campaign, Apple has rolled out funny and hard hitting commercials that make PCs look like a joke. Even the appearance of the human simulations of Mac and PC connect with consumers. Apple has defined themselves as the popular kid, that has the latest technology; while PC is defined as the dorky uptight middle aged man. Psychologically, consumers are going to appeal to Mac because he looks more appealing. Another thing Apple has going for them is they have built a standard of developing products that are innovative and work with out bugs or error messages. This has caused consumer expectations to stay loyal to the brand of Apple.

Consumers do not realize it but Apple is grabbing their attention by using psychological cues to get them to listen.

Japan's PC and Mac Characters

Advertisers and Marketers Piggyback off of First Family’s Popularity

"Magnificent Malia" & "Sweet Sasha"

President Barack Obama could accomplish absolutely nothing in the next four years and his presidency will be forever remembered by most as a time of historical change. The media is obsessed with the First Family and uses the fascination the public has with them to reel in viewership. One day they are stalking the First Dog and the next analyzing Michelle Obama’s right to “bare arms.” However, television media is not the only platform using the nation’s Obama obsession to their advantage. In late January, Ty, best know for their popular Beanie Babies, named two of their new Ty Girlz after First Daughters, Sasha and Malia. Ty denies the fact that they named the dolls after the girls, but eventually had to pull the dolls off the shelf because Michelle Obama was upset. The dolls that were sold are now currently going for $3,000 and up on eBay. Chia Pet tried to cash in by making the Barack Obama Chia Pet, but that was also pulled when many African Americans were outraged, calling it racist.

Advertisers are also using the Obama family to sell. An article on CNN.com in late January discussed how the need for African American female models that have uncanny physical similarities to the Obama girls are being requested to be in advertisements. In Harper’s Bazaar, a spread with Tyra Banks was featured with a six-year African American girl that looked like she could be Sasha Obama’s twin or first cousin. Pepsi is also doing it; their box is blue and new logo has a strong resemblance to the Obama Campaign’s symbol, using retrieval cues to get Obama supporters to buy Pepsi. The worst part is, Republicans point this out in their new boycott of the brand, which unintentionally makes Democrats rally around Pepsi more. Pepsi, who also owns Tropicana, used the Obama family values in their Tropicana Sqeeze advertisements as well.

This Tropicana advertisement has been accused of piggybacking off of the Obama family values.

Marketers and Advertisers are using the good feeling we have associated with the First Family to sell products. Pairing the brand they are trying to sell with characteristics associated with the Obama Brand, allows consumers to create an emotional bond with a brand by using consumers’ associative network. Now when consumers are shopping for the brands, retrieval cues consumers have developed toward the brand will cause consumers to have an unexplained liking toward the brand causing them to buy it.

For the time being the novelty isn’t going anywhere, maybe it will wear off and the Obama Brand will lose popularity, we can only guess what will happen next.

Sources:

 Yes We Tropicana! 

Ty denies Obama girls inspired Sweet Sasha, Marvelous Malia

Chia Obama