11/11/2011

An Analysis and Critical Evaluation of a Heineken Christmas Advertisement | Matriculation number: 0705350

Word Count: 3994

APPLIED CONSUMER

PSYCHOLOGY BS4135

2

Executive Summary

The purpose of this report is to analyse a print advertisement by

Heineken (Appendix 1) and identify the theories of consumer psychology

adopted.

This has been achieved by a mixed methods research approach, by using

both secondary data for the identification of theories used, and primary

data which was collected via a questionnaire. This questionnaire

measured the attitudes and opinions towards the selected advertisement.

The theories which were identified as being present in the current

advertisement have been linked to the relevant elements of the

undifferentiated models. This is displayed in Appendix 2.

The selected advertisement was found to adopt theories linked to a

number of factors including colour, symbolism and learning theory.

However, after conducting primary research it was found that the

advertisement rated only averagely amongst the consumers asked.

These results were analysed to find where the strengths and weaknesses

of the current advertisement lay. They were then used to develop a new

advertisement (See Appendix 4).

The new advertisement has used the strengths of the previous

advertisement, and improves on the weaknesses to produce what should

be a better constructed advertisement

3

Contents Executive Summary ................................................................................... 2

1.0 Introduction ......................................................................................... 4

2.0 Background to Heineken ........................................................................ 5

3.0 Learning ........................................................................................... 6

4.0 Motivation ........................................................................................... 8

5.0 Imagery .............................................................................................. 8

5.1 Symbolism ........................................................................................ 9

6.0 Colour ................................................................................................. 9

7.0 Attitudes, Believability & Involvement ................................................... 11

8.0 Strengths and Weaknesses .................................................................. 14

9.0 The New Advertising Message .............................................................. 19

9.1 Rationale ........................................................................................ 20

References .............................................................................................. 22

Bibliography ............................................................................................ 24

Appendix 1 Original Advert ........................................................................ 27

Appendix 2 The Undifferentiated Models...................................................... 28

Appendix 3 Questionnaire Results .............................................................. 29

Appendix 4 New Advertisement ................................................................. 39

List of Tables and Figures

Figure 1 Classical conditioning in original advertisement..........................................................7

Figure 2 ABC Model of attitudes………………….………….………………………………….…….……………………………...11

Figure 3 Male Vs Female average response………………………………………………………………………………………14

Figure 4 Brand Identification……………………………………………………………………………..……………………………..15

Figure 5 Colour……………………………………………………………………………………………………..……………………………16

Figure 6 Average ratings for advertisement………………………………………..…………………………………………..16

Figure 7 Tradition in Christmas Adverts………………………………………….……………………..…………………………17

Figure 8 Effects of Behaviour..............................................................................................18

Figure 9 New Advertising message......................................................................................19

Table 1 Undifferentiated models of consumer behaviour.........................................................28

4

1.0 Introduction

The aim of this report is to gain an understanding of consumer psychology

theories and how they are used in practice.

The market research method of triangulation will be adopted. Primary

research will be addressed in the form of a questionnaire which will seek

to find consumer‟s attitudes and opinions on the advertising message

presented(Saunders 2008).

Secondary research conducted will be used to analyse the Christmas print

advertisement from Heineken by using elements of the undifferentiated

models of consumer psychology deemed relevant. Each of the elements

discussed in this report have been arranged in a table to show where they

apply to each of the undifferentiated models (See Appendix 2).

5

2.0 Background to Heineken

Heineken is Europe‟s largest brewer and has an extensive portfolio of

products across over 70 countries. Heineken is a premium branded beer

held at the centre of the company‟s business model. (Heineken

International 2010).

As the beer is a fast moving consumer good, it may be considered as a

minor purchase decision for the modern consumer (Surowiecki 2004).

Although there has been a general shift away from brand loyalty, this is

not the case in the premium beer market (SAB Miller 14.05.2009).

In the premium beer market place, Heineken‟s main competitors consist

of Anheuser-Busch Inbev UK, who offer Becks, Leffe and Stella Artois;

Molsow Coors Brewing Company with Corona and Grolsch; SAB Miller with

Peroni and Carlsberg with Carlsberg Export an Tuborg (Key Note Ltd

2011).

The advert which has been selected for analysis is a Christmas advert

which was initially used in Puerto Rico and created by advertising agency

Y & R in 2010(Young & Rubicam 2011).

6

3.0 Learning

Heineken have used their logo consistently throughout all of their

marketing communications. This will initially have been paired with the

product information, allowing for Heineken's audience to become

classically conditioned into understanding the meaning of the Heineken

logo after a number of exposures {{59 Schiffman, L. G., Kanuk L. L.

2004;}}.

In the selected advertisement, it has been assumed that classical

conditioning has already taken place and that the awareness of the

product already exists. This advertisement is an example of reminder

advertising, where the advertiser attempts to reinforce any previous

promotional activity which has foregone the current advertisement {{62

Boone, Louis E. , Kurtz, David L 2011;}}.

This reminder advertisement aids the audience's recall of previously

learned information linked to the brand. This means there is a greater

chance that the product will become part of the individuals evoked set,

increasing the chances of the purchase of Heineken {{40 Solomon et. al

2010;}}.

In addition Heineken have used symbols of Christmas, a nut cracker and

nuts, which has been assumed to provoke positive emotions linked with

Christmas amongst their target audience {{63 Confraternity of Penitents

2006;}}. The purpose of this is so the customer will come to associate

these positive emotions with the Heineken brand (Scott 1994)This has

been demonstrated in Figure 1 {{59 Schiffman, L. G., Kanuk L. L.

2004;}}.

7

Classical conditioning in current advertisement

After repeated pairings

Unconditioned Stimulus

Nutcracker and nuts

Conditioned Stimulus

Brand logo

Unconditioned Response

Positive Emotive Response

Positive Emotional Response

Conditioned Response

Positive Emotive Response

Conditioned Stimulus

Brand Logo

Figure 1

8

4.0 Motivation

Using Maslow's Hierarchy of Needs, beer, particularly premium branded

beer is likely to appeal to the consumer‟s social, hedonistic needs. These

kinds of needs can be referred to as emotional motives. So in context, if

the individual wishes to belong to a particular reference group he may

purchase a particular brand because it expected of this group. {{57

Wright, R. 2006;}}.

As the Heineken advertisement is but only a reminder advertisement, it

serves only the purpose of reminding the potential consumer that the

product is available. This kind of reminder increases the likelihood that

when the consumer becomes motivated to buy beer that the brand

information is easily recalled and can become part of their evoked set

{{32 Eliaz,Kfir & Spiegler,Ran 2011;}}.

5.0 Imagery

The advertisement uses Gestalt psychology‟s figure ground principle. The

figure, in this case the nutcracker is the focused object, whereas the

shape within the nutcracker uses the background to form the shape of a

Heineken bottle(Solomon et. al 2010). This is however subjective in

nature, so it will depend on how the consumer processes it. This blurring

of which section is the figure and which is the ground may confuse the

consumer, but in this case the advertiser has done this purposefully in

order to allow for “audience participation”(Schiffman, L. G., Kanuk L. L.

2004 2). Using this figure ground principle for audience participation

relates to the “involvement” factor of the 3 I‟s model.

9

5.1 Symbolism

As previously mentioned in section 3.0 the selected advertisement has

used a nutcracker and nuts as a symbol for Christmas {{63 Confraternity

of Penitents 2006;}}. This has been accepted by many as a symbol of

Christmas in Western societies. However the understanding of this is

dependent on the experiences of the individual viewing it (Scott 1994).

An individual from a culture where Christmas is not celebrated this

advertisement may be deemed irrelevant. However, as this advertisement

was used in Puerto Rico, where the majority of people are Christian, this

symbol is appropriate for its audience (Encyclopaedia Britannica 2011).

6.0 Colour

Up to 60% of a consumer's first impression is made up of colour (Heath

1997)Therefore, Heineken have predominantly used bright green in the

selected advertisement which should initially grab the attention of the

consumer, and create an impact on the individual. Green has been noted

to having a calming effect, reducing anxiety and tension which makes

green possibly one of the most positive colours (Wright 2006 ).

Another modern day association stems from the traffic light system, in

which green means 'go'. This association with movement and forward

motion will emphasise the positivity of the colour(Brennan 2008).

It was recognised by Peter and Olson (2005) that these kinds of positive

emotions can be paired with a brand or product so that the product or

brand themselves gains these positive associations (Peter 2005).

10

In addition to these associations, an assumption has been made in this

particular advertisement that the consumer will understand a link

between green and Christmas. (Demand Media 2011). Again, any positive

associations made with Christmas will be thereafter linked with the

Heineken brand.

Again, the understanding of this symbolic use of colour will be dependent

on the individual‟s exposure to culture and other environmental factors.

So this level of understanding will only be derived if this idea has

previously been adopted in the consumer‟s „perceptual set‟ which will be

constructed from these cultural and environmental experiences(Wright

2006 ).

Lastly, Heineken have consistently communicated green as the Heineken

brand colour. This allows the consumer to build an attitude towards the

brand and any prior associations with the colour may become associated

with the brand(Heineken International 2006).

11

7.0 Attitudes, Believability & Involvement

Many theorists believe that there are three components to an attitude;

beliefs, emotions and behaviour (e.g. Allport, Ajzen, Fishbeil et al.) This is

also known as the ABC model of attitudes where A is the affect (emotion),

behaviour and cognition (beliefs)(Wright 2006 ).

These three components can be arranged into a hierarchy which explains

the relative impact of three components (Solomon et. al 2010). In this

particular advert, the low involvement hierarchy of effects is

predominantly, as for this kind of decision the customer's information

search is likely to be limited (see figure 2).

Heineken have already assumed the consumer to have „limited beliefs‟

about their product through previous advertising messages. After

exposure to the advertisement, it is hoped that behaviour will follow due

to the 'reminder' that is provided by this advert. Thereafter, emotions

towards the product should be reinforced through consumption. So if the

product is liked, there may be some kind of loyalty attachment(Wright

2006 ).

Figure 2

Limited

Beliefs

Attitude Based on

behavioural learning

processes

Affect Behaviour

12

However it could also be argued that this product appeals specifically

because of its premium branding appeals more to the hedonistic needs of

the consumer. As a result it could be debated that the emotional

involvement hierarchy has been used to a certain degree through the use

of Christmas symbols and colour to provoke an emotional response. This

would suggest that emotion may come before behaviour and beliefs for

some consumers(Schiffman, L. G., Kanuk L. L. 2004 2).

Without an understanding of what Heineken is, it is possible the

advertisement may provoke an emotional response, but it might not be

possible for the individual to link this response with the product due to the

lack of product information in the advert. This may mean that the

consumer may never reach the behavioural stage, and cannot form a

belief about the product, therefore limiting the believability of the advert.

The advertisement takes relatively little capacity to comprehend the

meaning. This particular advertisement is found to operate on the second

level of involvement, 'focal attention'. The onlooker is only required to

decipher the sensory content using categorical codes, which are in this

case almost entirely in semiotic form (Greenwald and Leavitt 1984).

Using Katz' four functions of attitude, the advertisement selected will fall

under the value expressive function due to the hedonistic nature of the

product (Katz 1960). This attitude function is an expression or a

reflection of the consumer's beliefs, values, lifestyle and overall outlook.

This may be prestige that may be associated with the Heineken brand

which will have been learned from previous advertising messages and

general experience with the product.

13

If this prestige associated with the product is perhaps something that is in

their general values. So on viewing of the advertisement, it may appeal to

these values that the individual already holds, and feels the product is in

fitting to their personality and encourage them to purchase

Heineken(Shavitt 1989).

It has been identified by Maloney that when a reminder advertisement is

concerned, these messages will be more readily believed. The aim of the

advertisement is purely to reinforce the beliefs already in place that are

part of the individual's 'cognitive structure'(Maloney 1963).

14

8.0 Strengths and Weaknesses

Using the results form the primary research gathered (Appendix 3)

strengths and weaknesses of the advertisement have been identified

which have been used as a guide for the development of the new

advertisement. The average results between male and female

respondents were very close (see figure 3), so all analyses will be done

using the total of the responses collected.

Figure 3

Although average ratings for each aspect of the advertisement were not

particularly negative, they were also not rated exceedingly positive. Using

this feedback there is room for improvement in almost all areas, although

some of the aspects of the advertisement were stronger than others.

The brand identification was by far the strongest point in this

advertisement with precisely 50% of respondents finding the branding

very clear (see figure 4). Although the brand logo is not obviously stated

in the advertisement, other features of the advertisement, such as the

shape of the bottle and the brand colour will have been used as tools to

decode that the advertisement was for Heineken. However, this

advertisement will only have been clear to those who knew the brand and

its attributes well and were able to recall this learned information from

1

2

3

4

5

6

7

Ave

rage

Rat

ing

Male

Female

15

the stimuli provided in the advertisement. Someone new to this product

and brand would have had to spend longer in decoding the information

presented and for this reason. This inability to decode information may

result in perceptual blocking (Hoyer, Wayne, D., Macinnis, Deborah, J.

2009 5).

Figure 4

For the new advertising message, the brand should be communicated just

as strongly as this will mean that when the consumer becomes motivated

to purchase a beer product, the probability of Heineken being in the

consumers consideration set will be greater.

Respondents rated the colour used in this advertisement quite bright (see

figure 5). This is a good tool in order to gain the attention of the

consumer. However it has been noted by Wright (2006) that too much

green can lead to lethargy, complacency and inactivity. Although the

advertisement is bright, the balance of colours is perhaps not at its

optimum. One respondent commented 'very bright but unappealing' and

another commented 'it is green on green, not very exciting'. So despite

the brightness of the colour, it did not necessarily mean that this is the

only factor which an advertiser should look at when deciding on colour

composition for a marketing communication.

25

5 5 8

1 3 3

0

10

20

30

Nu

mb

er o

f re

spo

nd

ents

Brand Identification

1 Very Clear

2

3

4

5

16

However, as previously mentioned, green may already be associated with

the Heineken brand. For this reason, the colour green will be used to a

certain extent in the new advertising message but a more complex pallet

of colours will be used in order. This is to avoid over exposure to one

specific colour. The colour will also be kept relatively bright so that the

attention of the target audience is still drawn.

Colour

Figure 5

Imagery was rated the weakest out of the elements of the advertisement

(see Figure 6). Although the advertisement was clever in its use of the

figure ground principle, the overall aesthetics had not been addressed

effectively. One of the respondents to the questionnaire stated that 'a

nutcracker is not very appealing to look at‟ and another describing the

image as 'dull' and 'lacking a point'.

Average ratings for advertisement

16 18

7

4 5

0

5

10

15

20

Nu

mb

er

of

resp

on

den

ts

1 Bright

2

3

4

5

6

7 Dull

4.1 3.84

4.1

3.3

4.28 4

1

2

3

4

5

6

7

Ave

rage

Rat

ing

Brand Indentification

Visual Context

Colour

Imagery

Figure 6

17

Many of the respondents commented that they did not find the link

between the nutcracker and Christmas particularly strong. It was also

commented that in addition to this weak link to Christmas, there was no

Christmas greeting in semantic form (Nielsen, Shapiro and Mason 2010).

It was realised in the analysis of consumer's preferences in Christmas

advertisements that 72% of respondents‟ preferred seeing tradition in

Christmas advertisements (see Figure 6). This preference for tradition in

Christmas advertisements is a great opportunity to appeal to the

customer on a more personal level and encourage involvement.

Figure 6

This preference for tradition and lack of interesting subject matter should

be addressed in the new advertising message. Semiotics which is likely to

have stronger associations with Christmas should be used in order to

increase the level of consumer‟s interest.

It was also found that 98% of respondents preferred humour in adverts.

The average rating on the likert scale (1 Funny - 7 Serious) for the

advertisements content was 4.28 (see Figure 5). This rating indicates that

the advert was not found funny or serious. In a study conducted by

Weinberger and Gulas it was concluded that humour attracts attention.

Using humour would not be recommended for a high involvement

product, but as Heinken is a FMCG, this should not be an

issue(Weinberger, M.G., Gulas, C.S. 1992).

18

When communicating preferences in advertising, 54% of respondents

said that they preferred real people in advertising. This could be seen as a

particular weakness in the selected advertising message. There is a

potential here for modelling to be used which will stimulate observational

learning(Douglas Greer, Dudek‐Singer and Gautreaux 2006).

It was also recognised by the majority of respondents that they prefer

seeing the effects of behavioiur in adverts. This effect is not clearly

demonstrated in the selected advertisement. Using modelling in the

advertisement would allow for these effects to be seen by the consumer.

Figure 7

The level of involvement in this particular advertisement is not particularly

high. It is suggested that if the consumer is to process data more in

depth, the durability of the memory of this information. The

advertisement should require more capacity and encourage

elaboration(Greenwald and Leavitt 1984). Learning through involvement

will allow for an attitude to the product being formed through the

consumer developing beliefs about the product from recall of previously

learned information. This should be considered in the development of the

new advertisement.

19

9.0 The New Advertising Message

The new advertisement (see Figure 8 or Appendix 4) has been developed by keeping or improving

the elements that were already well rated and adding to the elements that were weak or not

included in the original advertisement

Figure 8

Use of green and

red which are

symbolic of

Christmas

Fireplace, stockings,

Chritmas tree and wreath

all symbols of Christmas

Negative

Reinforcement

through modelling

Positive

Reinforcement

through modelling

Brand name and

product stated

clearly. Effect of

behaviour shown

20

9.1 Rationale

Red has been used as the primary background colour to gain the attention of the consumer. This has

been noted to be a powerful colour and is associated with vitality, joy and excitement (Wright 2006

). The red with the green (seen in the carpet, tree and wreath) have been used to symbolise

Christmas. Not only have they been used as symbols, but also tie in to the brand colours, which are

clearly stated on the Heineken keg.

The symbolism has been continued in the advertisement, by the use of the tree, wreath and

stockings. All of these symbols are well known symbols of Christmas throughout the western world,

and should be understood by any consumer who celebrates Christmas (Apples4theTeacher 2011).

This advertisement attempts to replicate the strong brand identity which was identified in the

original advert by the clear display of the Heineken logo. This has been supported by the display of

the product, the Heineken keg. This means that individuals already familiar with the brand and the

product this will be a reminder that the product is available. For individuals that are not familiar with

the product, will be able to decode from the image that Heineken must be a company that produces

beer from the in ad, product placement.

It must be noted that for a fast moving consumer good like beer, that this a relatively low risk

purchase. For the new advertisement, a peripheral route to persuasion has been used as the

consumer is unlikely to want to analyse a large amount of information(Schiffman, L. G., Kanuk L. L.

2004 2). However, it must also be taken into consideration that Heineken’s target audience are still

relatively concerned about the brand of beer they buy, which is quite likely to be due to social risk

involved (Clark 2011).

Two figures have been used to demonstrate what may happen as a result of the consumer’s

behaviour. In addition to this the caption of ‘Is it on your list’ has been added. This will be

understood by most individuals that this is your ‘Christmas list’ of gifts you hope to get. The

combination of this caption and the use of modelling allows for both positive and negative

reinforcement. The individual in the advertisement who is standing, is implied to have put Heineken

on his list, and seems joyous, whereas the individual sat on the floor makes for the negative

reinforcement, as the result of his actions (or in this case no action) is being miserable and

disappointed at his gifts.

21

The consumer should then retain this behaviour in their memory, and then they must convert this

information into actions once a situation arises wherein the behaviour is useful to the consumer

(Solomon et. al 2010). This may be when the consumer becomes motivated to buy beer in the

Christmas period.

The use of the model who has received a badly designed jumper for Christmas can be counted as

quite comical due to the situation being quite clichéd. The overacted expressions also add to the

comic effect. This should hold the consumers interest long enough to communicate the message.

The use of a child-like collage has allowed for both the use of ‘real people’ which was communicated

to be a preference by respondents, but also may provoke some feeling of nostalgia.

To increase the involvement of the consumer, Heineken could encourage customers to visit their

website or Facebook page to answer the questioned posed in the advertisement. This could be a 100

word submission with the best answer winning a prize. This increase in involvement, according to

the elaboration likelihood model, that the route to persuasion will become more central. This kind of

processing will aid memory of the product.

11.0 Conclusion and Recommendations

This report has identified the key theories that were relevant to the Heineken advertisement

selected. Through the use of secondary and primary research it can be concluded that it is not just

one factor, or a list of factors which will indeed make a successful advertisement, but indeed how

these factors interconnect.

The original advertisement that was used by Heineken, rated only average by respondents leaving a

lot of room for improvement. The newly developed advertisement, in theory should be an

improvement on original. However, further research should be conducted to find out whether these

improvements have been successful, and where the advertisement could be improved even further.

If a further study is to be conducted, it must also be noted that the sample collected only totalled 50

respondents. In order to increase the reliability of the results it is recommended that the sample size

be increased. Furthermore, the questionnaire used for investigating the attitudes and opinions of

consumers was a standardised questionnaire used for a number of different advertisements. In

order to gain the best results, it would be recommended that for further study the questionnaire be

tailored to the sample advertisement.

22

References

APPLES4THETEACHER, 2011. Christmas symbols. [online] New York USA: Apples4theTeacher. Available from: http://www.apples4theteacher.com/holidays/christmas/christmas-

symbols/ [Accessed 10.11 2011]

BRENNAN, M., 2008. What color is your advertising? [online] New York,

USA: Ezine Articles. Available from: http://ezinearticles.com/?What-Color-Is-Your-Advertising?-How-Color-Theory-Can-Make-Your-Marketing-More-

Effective&id=1115718 [Accessed 09.11 2011]

CLARK, D., 2011. Reinventing Your Personal Brand. Harvard business review, 89(3), pp. 78-81

DEMAND MEDIA, 2011. Christmas colors: The origins of red and green as christmas symbols. [online] London, England: Demand Media. Available

from: http://www.essortment.com/christmas-colors-origins-red-green-christmas-symbols-41471.html [Accessed 03.11 2011]

DOUGLAS GREER, R., DUDEK‐SINGER, J. and GAUTREAUX, G., 2006.

Observational learning. International Journal of Psychology, 41(6), pp. 486-499

ENCYCLOPAEDIA BRITANNICA, 2011. Puerto rico. [online] London,

England: Encyclopaedia Britannica. Available from:

http://www.britannica.com/EBchecked/topic/482879/Puerto-Rico/54528/Language-and-religion [Accessed 03.11 2011]

GREENWALD, A.G. and LEAVITT, C., 1984. Audience Involvement in

Advertising: Four Levels. Journal of Consumer Research, 11(1), pp. 581-592

HEATH, R.P., 1997. The wonderful world of color. Marketing Tools, 4(9), pp. 44

HEINEKEN INTERNATIONAL, 2006. Unstoppable. [online] Amsterdam, The

Netherlands: Heineken International. Available from: http://www.heinekeninternational.com/uk_chapter_8.swf [Accessed

09.11 2011]

HEINEKEN INTERNATIONAL, 2010. Heineken annual report. [online]

Available from: http://www.annualreport.heineken.com/index.html [Accessed 25.10 2011]

23

HOYER, WAYNE, D., MACINNIS, DEBORAH, J., 2009. Attitudes. Consumer

Behaviour. 5th ed. Cincinnati, Ohio, USA: South Western Educational Publishing. pp. 141-142

KATZ, D., 1960. The functional approach to the study of attitudes. The

Public Opinion Quarterly, (24), pp. 163-204

KEY NOTE LTD, 2011. Breweries and the beer market report. [online]

Available from: https://www.keynote.co.uk/market-intelligence/view/product/10417/breweries-%26-the-beer-

market/chapter/6/competitor-analysis?highlight=premium%20beer [Accessed 10.11.2011]

MALONEY, J.C., 1963. Is Advertising Believability Really Important? Journal of Marketing, 27(4), pp. 1-8

MULLEN, B. & JOHNSON, C., 1990. The Psychology of Consumer

Behaviour. 1st ed. Broadway: Lawrence Elbaum Associates Inc.

NIELSEN, J.H., SHAPIRO, S.A. and MASON, C.H., 2010. Emotionality and

Semantic Onsets: Exploring Orienting Attention Responses in Advertising. Journal of Marketing Research (JMR), 47(6), pp. 1138-1150

PETER, J.O., J., 2005. Consumer behaviour and marketing strategy.

Boston, USA: McGraw-Hill Irwin.

SAB MILLER, 14.05.2009. News and media. [online] Surrey, England: SAB

Miller. Available from: http://www.sabmiller.com/index.asp?pageid=149&newsid=943 [Accessed

01.11 2011]

SAUNDERS, M.E.A., 2008. Research Methods for Business Students. 5th ed. London. England: Pearson Education.

SCHIFFMAN, L. G., KANUK L. L., 2004. Consumer Perception. Consumer Behaviour. International Edition ed. Upper Saddle River, USA: Pearson

Education Inc. pp. 168-173

SCOTT, L.M., 1994. Images in Advertising: The Need for a Theory of Visual Rhetoric. Journal of Consumer Research, 21(2), pp. 252-273

SHAVITT, S., 1989. Products, Personalities and Situations in Attitude Functions: Implications for Consumer Behavior. Advances in Consumer

Research, 16(1), pp. 300-305

24

SOLOMON ET. AL, 2010. Consumer Behaviour: A European Perspective

Fourth Edition. Edinburgh: Pearson Education Limited.

SUROWIECKI, J., 2004. The decline of brands. [online] London: Condé Nast Digital. Available from:

http://www.wired.com/wired/archive/12.11/brands.html [Accessed 01.11 2011]

WEINBERGER, M.G., GULAS, C.S., 1992. The impact of Humour in Advertising: A review. Journal of Advertising. [online] 21(4). Available

from: http://users.auth.gr/chbouts/Humor%20Research/Humor%20in%20ad,%

20a%20review.pdf [Accessed 10.11.2011]

WRIGHT, R., 2006. Consumer Behaviour. pp. 115

YOUNG & RUBICAM, 2011. Y&R. [online] Guaynabo: Young & Rubicam.

Available from: http://www.yr.com/ [Accessed 19.10 2011]

Bibliography

BAKER, R., 2010. Heineken brings online ad to TV. [online] London:

Marketing Week Centaur Media PLC. Available from: http://www.marketingweek.co.uk/sectors/food-and-

drink/alcohol/heineken-brings-online-ad-to-tv/3016795.article [Accessed 19.10 2011]

BOONE, LOUIS E. , KURTZ, DAVID L, 2011. Promotional Decisions. Contemporary Marketing. 15th ed. London England: CENGAGE Learning

Custom Publishing. pp. 558

BUSSEY, N., 2009. BBH scoops Heineken UK. (cover story). Campaign (UK), (4), pp. 1-1

CONFRATERNITY OF PENITENTS, 2006. Meanings of christmas symbols. [online] Middletown USA: Confraternity of Penitents. Available from:

http://www.penitents.org/stmartin2006.htm [Accessed 08.11 2011]

ELIAZ, K.&.S.,RAN, 2011. Consideration Sets and Competitive Marketing. Review of Economic Studies, 78(1), pp. 235-262

ENGEL, J.F.E.A., 1968. Consumer Behaviour. New York, USA: Holt.

25

GOLD, T., 2011. L'oreal's pulled adverts: This ideal of female beauty is an

abomination. [online] London, England: The Guardian. Available from: http://www.guardian.co.uk/commentisfree/2011/jul/29/loreal-adverts-

pulled-by-asa-beauty-tanya-gold [Accessed 03.11 2011]

GREENWALD, A.G. and LEAVITT, C., 1984. Audience Involvement in Advertising: Four Levels. Journal of Consumer Research, 11(1), pp. 581-

592

HEINEKEN INTERNATIONAL, 2011. Heineken invites the world to a

legendary date. [online] Amsterdam: Heineken International. Available from:

http://www.heinekeninternational.com/26052011_heineken+invites+the+world_pr.aspx [Accessed 19.10 2011]

HEINEKEN INTERNATIONAL, 2011. Heineken launches "the entrance" A

new global brand campaign. [online] Amsterdam: Heineken International. Available from:

http://www.heinekeninternational.com/010182011_heineken_launches_t

he_entrance.aspx [Accessed 19.10.2011 2011]

HEINEKEN INTERNATIONAL, 2011. Heineken launches new global brand campaign. first film, "the entrance" an online hit. [online] Amsterdam:

Heineken International. Available from: http://www.heinekeninternational.com/content/live//Campaigns/Heineken

%20-%20The%20Entrance-%20Press%20Release%20FINAL.pdf [Accessed 19.10 2011]

KEY NOTE, 2010. Premium lagers, beers and ciders market report 2010. [online] Available from: https://www.keynote.co.uk/market-

intelligence/view/product/2422/premium-lagers-beers-%26-ciders/chapter/4/market-size [Accessed 25.10 2011]

KOVER, A.J., 1967. Models of Man as Defined by Marketing Research.

Journal of Marketing Research (JMR), 4(2), pp. 129-132

LEE, S. and BARNES, J.,JAMES H., 1989. Using Color Preferences in

Magazine Advertising. Journal of Advertising Research, 29(6), pp. 25-30

LEO BURNETT, 2011. Leo burnett advertising. [online] London: Leo Burnett Worldwide. Available from: http://www.leoburnett.com/

[Accessed 19.10.2011 2011]

MULLMAN, J., 2008. With no New Ads, Heineken Sales Sink. Advertising

Age, 79(40), pp. 3-29

26

PALUIMBO, F. & HERBIG, P., 2000. The multicultural context of brand

loyalty. [online] 3(3). Available from: http://www.emeraldinsight.com/journals.htm?issn=1460-

1060&volume=3&issue=3&articleid=872486&show=html [Accessed 01.11.2011]

PHILIP KOTLER ... [ET AL.]., 2009. Marketing management. [European

ed.]. ed. GB: Pearson Education.

SHAVITT, S. et al., 1994. The interaction of endorser attractiveness and

involvement in persuasion depends on the goal that guides message processing. Journal of Consumer Psychology, 3(2), pp. 137-162

THEO B.C., P., 1989. The image concept: Its place in consumer

psychology. Journal of Economic Psychology, 10(4), pp. 457-472

TWANEBOKO, 2010. Walk in fridge case. [online] Amsterdam:

TWANEBOKO. Available from: http://www.youtube.com/watch?v=uQKyj__cvoU [Accessed 19.10 2011]

WALTERS, C.G., 1974. Consumer Behaviour: Theory and Practice.

Toronto, Canada: Irwin.

WIEDEN & KENNEDY AMSTERDAM, 2011. The legends campaign. [online]

Amsterdam: Widen & Kennedy. Available from: http://www.wkamst.com/#/work/heineken/the-legends-campaign

[Accessed 19.10.2011 2011]

27

Appendix 1 Original Advert

28

Appendix 2 The Undifferentiated Models

Numerous theorists have attempted to capture consumer behaviour in a single model to be

used as a marketing tool. Three examples (all pre-1960s) of undifferentiated models of

consumer behaviour are; The Three I’s (Impact, Image, Involvement), AIDA (Awareness,

Interest, Desire, Action) and AUB (Attention, Understanding, Believability) {{43 Mullen, B. &

Johnson, C. 1990;}}.

Kover (1967) reviewed a number of consumer behaviour models like these and suggested

that “All models have one thing in common: they describe some basic behaviours, needs or

situations and make the assumption that ‘this is really what man is like’. Then, the particular

study builds on this model and usually ignores behaviour not included in the model”.

Although there is an element of scepticism in Kover’s attitude towards these models, he

does identify that they do in fact cover some of the basic elements of consumer behaviour,

meaning that most models, to some extent, overlap. These models should therefore not be

viewed as explicit frameworks to psychological analysis, but used concurrently as tools of

analysis to allow us to gain the best understanding of the psychology of consumer

behaviour.

The table below shows which consumer behaviour theories from the advertisement apply to

which section of the undifferentiated models. From this the overlaps can be identified

The three I's AIDA AUB

Impact Imagery Involvement Attention Interest Desire Action Awareness Understanding Believability

Imagery

Symbolism

Colour

Attitudes

Believability

Involvement

Motivation

Learning

Table 1

29

Appendix 3 Questionnaire Results

Section 1

Q1 Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 29 58.0 58.0 58.0

Female 21 42.0 42.0 100.0

Total 50 100.0 100.0

Q2 Occupation

Frequency Percent Valid Percent

Cumulative

Percent

Valid Student 33 66.0 66.0 66.0

Professional 17 34.0 34.0 100.0

Total 50 100.0 100.0

30

Q3 Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 18.00 2 4.0 4.0 4.0

19.00 2 4.0 4.0 8.0

20.00 7 14.0 14.0 22.0

21.00 16 32.0 32.0 54.0

22.00 11 22.0 22.0 76.0

23.00 5 10.0 10.0 86.0

24.00 1 2.0 2.0 88.0

25.00 1 2.0 2.0 90.0

26.00 1 2.0 2.0 92.0

28.00 2 4.0 4.0 96.0

30.00 1 2.0 2.0 98.0

32.00 1 2.0 2.0 100.0

Total 50 100.0 100.0

31

Section 2

2

10

6

2

4

28

3

1

19

26

23

22

23

21

19

12

31

10

6

10

16

9

1

9

20

5

8

7

8

9

13

14

16

11

1

3

1

1

5

2

2

0 10 20 30 40

Q11 I prefer modern themes in Christmas

adverts

Q10 I like to see tradition in Christmas

adverts

Q9 I like cartoons in adverts

Q8 I prefer seeing the effects of behaviour in

adverts

Q7 I prefer seeing real people in adverts

Q6 I prefer humour in adverts

Q5I prefer authoritative people in adverts

Q4 I think I would follow an adverts

recommendation of behaviour

Q3 I think I am influenced by adverts

Number of respondents

Nu

mb

er

of

resp

on

de

nts

Strongly Disagree

Disagree

Unsure

Agree

Strongly Agree

32

Section 3

Frequency Percent Valid Percent

Cumulative

Percent

Valid Very Clear 25 50.0 50.0 50.0

2.00 5 10.0 10.0 60.0

3.00 5 10.0 10.0 70.0

4.00 8 16.0 16.0 86.0

5.00 1 2.0 2.0 88.0

6.00 3 6.0 6.0 94.0

Not Clear 3 6.0 6.0 100.0

Total 50 100.0 100.0

25

5 5

8

1

3 3

0

5

10

15

20

25

30

Nu

mb

er o

f re

spo

nd

ents

Brand Identification

1 Very Clear

2

3

4

5

6

7 Not clear

33

Frequency Percent Valid Percent

Cumulative

Percent

Valid Appealing 4 8.0 8.0 8.0

2.00 11 22.0 22.0 30.0

3.00 12 24.0 24.0 54.0

4.00 9 18.0 18.0 72.0

5.00 7 14.0 14.0 86.0

6.00 6 12.0 12.0 98.0

Not Appealing 1 2.0 2.0 100.0

Total 50 100.0 100.0

4

11

12

9

7

6

1

0

2

4

6

8

10

12

14

Nu

mb

er o

f re

spo

nd

ents

Visual Context

1 Appealing

2

3

4

5

6

7 Not appealing

34

Frequency Percent Valid Percent

Cumulative

Percent

Valid Bright 16 32.0 32.0 32.0

2.00 18 36.0 36.0 68.0

3.00 7 14.0 14.0 82.0

4.00 4 8.0 8.0 90.0

5.00 5 10.0 10.0 100.0

Total 50 100.0 100.0

16

18

7

4 5

0

2

4

6

8

10

12

14

16

18

20

Nu

mb

er

of

resp

on

de

nts

1 Bright

2

3

4

5

6

7 Dull

Colour

35

Frequency Percent Valid Percent

Cumulative

Percent

Valid Attractive 6 12.0 12.0 12.0

2.00 8 16.0 16.0 28.0

3.00 8 16.0 16.0 44.0

4.00 13 26.0 26.0 70.0

5.00 9 18.0 18.0 88.0

6.00 6 12.0 12.0 100.0

Total 50 100.0 100.0

6

8 8

13

9

6

0 0

2

4

6

8

10

12

14

Nu

mb

er o

f re

spo

nd

ents

Imagery

1 Very Attractive

2

3

4

5

6

7 Not attractive

36

Frequency Percent Valid Percent

Cumulative

Percent

5 10.0 10.0 10.0

4 8.0 8.0 18.0

7 14.0 14.0 32.0

13 26.0 26.0 58.0

4 8.0 8.0 66.0

12 24.0 24.0 90.0

5 10.0 10.0 100.0

50 100.0 100.0

5

4

7

13

4

12

5

0

2

4

6

8

10

12

14

Nu

mb

er o

f re

spo

nd

ents

Content

1 Funny

2

3

4

5

6

7 Serious

37

Frequency Percent Valid Percent

Cumulative

Percent

Valid Very Much 4 8.0 8.0 8.0

2.00 5 10.0 10.0 18.0

3.00 11 22.0 22.0 40.0

4.00 8 16.0 16.0 56.0

5.00 13 26.0 26.0 82.0

6.00 7 14.0 14.0 96.0

Not at all 2 4.0 4.0 100.0

Total 50 100.0 100.0

4

5

11

8

13

7

2

0

2

4

6

8

10

12

14

Did you like this advert?

1 Very Much

2

3

4

5

6

7 Not at all

38

Average ratings for advertisement elements

Brand Identification = 1 Very Clear - 7 Not Clear

Visual Context = 1 Very Appealing - 7 Not Appealing

Colour = 1 Bright - 7 Dull

Imagery = 1 Very Attractive - 7 Not Attractive

Content = 1 Funny - 7 Serious

Did you like this advertisement = 1 Very much - 7 Not at all

Brand Identification = 1 Very Clear - 7 Not Clear

Visual Context = 1 Very Appealing - 7 Not Appealing

Colour = 1 Bright - 7 Dull

Imagery = 1 Very Attractive - 7 Not Attractive

Content = 1 Funny - 7 Serious

Did you like this advertisement = 1 Very much - 7 Not at all

4.1 3.84

4.1

3.3

4.28 4

1

2

3

4

5

6

7

Ave

rage

Rat

ing

Brand Indentification

Visual Context

Colour

Imagery

Content

Do you like this advert?

1

2

3

4

5

6

7

Brand Identifation

Visual Context

Colour Imagery Content Did you like this advert

Ave

rage

Rat

ing

Male

Female

39

Appendix 4 New Advertisement