Psychological devaluation as a brand strategy

Abstract

Emphasising one element over others in a given context and cultural moorings can help brands Consumers may be interested in many product categories and services. Some may call for lesser involvement than others. (For instance, a consumer may be more involved in the purchase of a car than a perfume or deodorant used in the car.) Such low-involvement categories will benefit if they can adopt a combination of (i) situational focus (ii) inferential beliefs and (iii) the first two aspects leading to what is known as devaluation in the psyche of consumers. Devaluation is a concept that describes the focus on the attention and involvement of consumers, while ensuring that other aspects not focal recede into the background at the particular moment when they are attending to a product or brand (or to any input to any of the senses, sound or touch or smell) In an IPL event, for example, when spectators want to celebrate a moment, all their other interests get devalued. When you visit a multiplex to watch a movie and feel hungry, you head to the cafeteria and the point-of-purchase visual of a brand being considered appears with much greater focus than it would have when you had not been hungry. In practical terms, can a brand make use of the need and attention span of a consumer to “devalue” several other wants of the consumer?. Read more at: https://www.thehindubusinessline.com/catalyst/psychological-devaluation-as-a-brand-strategy/article8792840.ece