Write and discuss 5 or more ideas regarding the Value Proposition (page 61-62). Identify a current brand (your choice) and apply your concepts with at least 3-4 specific ways you evaluate/apply the Value Proposition to your selected brand.

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Another motivation researcher and cultural anthropologist, Clotaire Rapaille, worked on breaking the "code" behind product behavior-the unconscious meaning people give to a particular market offering. Rapaille worked with Boeing on its 787 "Dreamliner" to identify features in the airliner's interior that would have universal appeal. Based in part on his research, the Dreamliner has a spacious foyer; larger, curved luggage bins closer to the ceiling; larger, electronically dimmed windows; and a ceiling discreetly lit by hidden LEDs. 31 The opposite occurred with Chrysler's PT Cruiser, which reached the end of the road in less than a decade. PT Cruiser The PT Cruiser was DaimlerChrysler's first foray into vehicle design using archetype research intended to trigger an emotional appeal and lead to purchase. Source: imageBROKER/Alamy Stock Photo When introduced at the beginning of the When introduced at the beginning of the 21st century, the PT (Personal Transportation) Cruiser's retro looks and accessible price proved to be a hit with consumers in all age groups, although the polarizing design ("a cross between an old-time milk truck and luxurious sedans of the 1930 s") had its critics as well as its imitators, like the Chevrolet HHR. The PT Cruiser was the first DaimlerChrysler vehicle designed using archetype research, a qualitative method developed by French medical anthropologist Clotaire Rapaille. Rapaille's approach focused on uncovering the deepseated psychological drivers of consumers' behavior that go beyond such specific product attributes as color, size, and convenience to capture the feelings and emotions that define the "cultural unconscious" (or, in the words of Rapaille, consumers' "reptilian hot button") that defines product choice. The result was a five-door, tallroofed hatchback that was intended to evoke a nostalgic emotional reaction. Upon its launch, the PT Cruiser was considered a massive success, selling 145,000 vehicles in 2001. But by 2009, sales had plummeted to 18,000 . The reason for the PT's decline method developed by French medical anthropologist Clotaire Rapaille. Rapaille's approach focused on uncovering the deepseated psychological drivers of consumers' behavior that go beyond such specific product attributes as color, size, and convenience to capture the feelings and emotions that define the "cultural unconscious" (or, in the words of Rapaille, consumers' "reptilian hot button") that defines product choice. The result was a five-door, tallroofed hatchback that was intended to evoke a nostalgic emotional reaction. Upon its launch, the PT Cruiser was considered a massive success, selling 145,000 vehicles in 2001. But by 2009 , sales had plummeted to 18,000 . The reason for the PT's decline came down to Chrysler's failure to invest in improving and updating the car, as well as its failure to release new models in response to consumer demand. In addition, the design appealed to a distinctly American audience during a time when globalization was becoming increasingly important to recouping research and development costs. 32 Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. 33 A motivated person is ready to act. How this person will act is influenced by his or her perception of the situation. In marketing, perceptions are more important than reality because they affect consumers' actual behavior. Perception depends not only on physical stimuli but also on the stimuli's relationship to the surrounding environment and on conditions that exist within each of us. One person might perceive a fast-talking salesperson as aggressive and insincere, whereas another might regard the salesperson as intelligent and helpful. Each will respond to the salesperson differently. People emerge with different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention. Selective Attention Attention is the allocation of processing capacity to some stimulus. Voluntary attention is something we do purposefully; involuntary attention occurs when our attention is grabbed by someone or something. It's estimated that the average person may be exposed to thousands of ads or brand communications every day. Because we cannot possibly attend to all these, we screen out most stimuli, a process called selective attention. Selective attention means that marketers must work hard to attract the notice of consumers. The real challenge is to determine which stimuli people will notice. Here are some findings: - People are more likely to notice stimuli that relate to a current need. A person who is motivated to buy a smartphone will notice smartphone ads and be less likely to notice non-phone-related ads. - People are more likely to notice stimuli they anticipate. You are more likely to notice laptops than portable radios in a computer store because you don't expect the store to carry portable radios. - People are more likely to notice stimuli whose deviations are large in relationship to the normal size of the stimuli. You are more likely to notice an ad offering $100 off the list price of a computer than one offering $5 off. Although we screen out much information, we are influenced by unexpected stimuli, such as unanticipated offers in the mail, over the internet, or from a salesperson. Marketers may attempt to promote their offers intrusively in order to bypass selective attention filters. Selective attention mechanisms require active engagement and thought on the part of the consumer. Subliminal perception has long fascinated armchair marketers, who argue that marketers embed covert, subliminal messages in ads or packaging that consumers are not consciously aware of but that affect their behavior. Although it's clear that mental processes include many subtle subconscious effects, 34 no evidence supports the notion that marketers can systematically control consumers at that level, especially enough to change strongly held or even moderately important beliefs. 35 Selective Distortion Ever noticed that stimuli don't always come across in the way the senders intended? Selective distortion is the tendency to interpret information to fit our preconceptions. Consumers will often distort information to make it consistent with prior brand and product beliefs and expectations. For a stark demonstration of the power of consumer brand beliefs, consider taste tests in which one group of consumers samples a product without knowing the brand, while another group is aware of the brand during sampling. Invariably, the groups will have To help teen girls and young women feel mor comfortable talking about feminine-hygiene a! feminine-care products, Kimberly-Clark used : different social media networks in its "Break tr Cycle" campaign for its U by Kotex brand. Wit overwhelmingly positive feedback, the campai helped Kotex move into the top spot in terms word-of-mouth share for that feminine-care ta market. 37 An emotion-filled brand story has been showr trigger's people desire to pass along things the hear about brands through either word of mot online sharing. Firms are giving their commur tions a stronger human appeal to engage consumers in their brand stories. 38 Ray-Ban's 75tl niversary campaign, "Never Hide," showed a ety of stand-out and stylish hipsters to suggest wearers of the brand's aviator glasses and sun es feel attractive and cool. Some brands have tapped into the hip-hop culture and music to I ket a brand in a modern multicultural way, as Apple did with its iPod. 39 Many marketers like Ray-Ban have leveraged the 63 Apple did with its iPod. 3 Many marketers like Ray-Ban have leveraged the emotional appeal of the past to connect with current customers, particularly younger ones. Al though e-mail, Webinars, and social media platforms have seriously displaced direct mail, seminars, and trade shows, the latter can still play an effective role in marketing efforts. Retro marketing tactics and products have shown that nostalgia can pay, as costumed mascots, spinning signs, community gatherings, and billboards continue to capture the attention of customers. Products like the revived Beetle, the Fiat 500, and Cadbury's resurrected Wispa chocolate bar show that products steeped in the aura of days gone by enjoy a visceral connection with customers. Fashion houses base new designs on those of past eras. MillerCoors announced a retro marketing campaign for Miller Lite beer, along with a version of the original Miller Lite label from the 1970s. Cartier, Motel 6, and Life Savers are among other major brands that have gone retro with ad campaigns. Even football players cash in on nostalgia marketing: The NFL Pittsburgh Steelers have worn jerseys that are a throwback to the team's 1932 uniforms. 40 Just as products and brands can elicit certain emo- 10:32 .II 5GE the attention of customers. Products like the revived Beetle, the Fiat 500 , and Cadbury's resurrected Wispa chocolate bar show that products steeped in the aura of days gone by enjoy a visceral connection with customers. Fashion houses base new designs on those of past eras. MillerCoors announced a retro marketing campaign for Miller Lite beer, along with a version of the original Miller Lite label from the 1970s. Cartier, Motel 6, and Life Savers are among other major brands that have gone retro with ad campaigns. Even football players cash in on nostalgia marketing: The NFL Pittsburgh Steelers have worn jerseys that are a throwback to the team's 1932 uniforms, 40 Just as products and brands can elicit certain emotions, different emotional states can influence people's judgments and decisions. For example, emotions such as fear can increase or decrease the effectiveness of different marketing strategies that include social proof (e.g., communicating a product's popularity) and scarcity (e.g., "limited edition"). 41 Similarly, seeing the emotions of others can also be used as a marketing tool. For example, displaying sad (vs. neutral or happy) faces of victims could increase the likelihood that people will donate to a charity. 42