MARKETING TOOLS OF CONSUMER OPINION MANIPULATION

Every year profitable and developed companies invest millions of dollars into the study of consumer consciousness, into the process of decision making about the purchase inventing new ways of manipulating consumer mind. This is possible due to the fact that the consumer makes most of his purchases impulsively, without realizing the affecting factors and giving in to momentary emotions. Besides, knowledge of consumer psychology is used by city malls and stores to increase sales of various goods and services manifold. In the environment of a fierce competition companies use brain sciences for analysis of the purchasing process and studying latent factors stimulating consumers to buy. Neuromarketing is practiced in many countries, including Russia. Neuromarketing techniques capable to persuade consumer to make a purchase bring success to trading companies and provide a strong position in the market. Studying manipulation techniques of consumer behavior in the market allowed to arrange them, determine the most efficient stimulation methods of consumer’s subconsciousness and methods of momentary purchase. In the science there is a concept ‘multisensory perception’ that includes data received by a person through sense organs (eye-sight, hearing, olfaction). The popular manipulating methods are systems of discount, packing shapes, attracting celebrities, empathy, comparison effect, etc. The main task of multisensory marketing is that purchasing goods wouldn’t produce cognitive dissonance in consumer.

Sensory Stimuli in Print Advertisement – Analyzing the Effects on Selected Performance Indicators

The multisensory marketing approach is often associated with the creation of memorable consumer experiences. In contrast, the broad field of advertisement is increasingly struggling to appeal effectively to the consumer. Thus, the implementation of multisensory aspects in traditional advertisement activities might be promising. In the given context of the print advertisement, the empirical results of this research provide evidence that the application of multisensory stimuli is an important success factor in creating experiences and influencing the perception of product design. As there is great potential in the haptic and olfactory senses, marketing managers can appeal to consumers by using, for example, singular scents or special materials. However, to address consumers effectively, marketing managers must be aware of both the explicit and implicit effects when implementing different sensory stimuli to ensure that there is no conflict between the perception levels.