“Consumer behaviour has been described as the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives” (Blythe, J. The essence of consumer behaviour, p.2). In other words, marketing strategies should understand how consumers think and are influenced, how they behave while shopping, how they process information, which and how much information can they process, what drives and motivates them, what is the room for emotions… “Consumer economics (…) is the study of the “demand behind the demand”: what drives people to want, need, and buy –or not. Only when this most basic unit of consumer motivation is in place can businesses design products and marketing messages to speak clearly and directly to the only motivations that count: the buyer's.”(King, M.J. & Rigby, B., The Galt Global Review, August 10th, 2005, article: “Cause and effect: consumer economics”)
[...] Therefore, Dim designed slogans aiming at enhancing the willingness to be part of a group, respected, loved by the family and friends, recognized, esteemed, and self-esteemed: In 1974, the slogan of the new advertising was Dim, you are free, you are beautiful”. Women feeling a commitment to the feminist culture found themselves in such a slogan advocating freedom. Most of Dim's advertisements aimed at making women unconsciously think they could, thanks to those tights, reduce the gap between their self- image, self-esteem and ideal self. [...]
[...] The first phase of Dim's positioning: the tights market 1965 marked a turning point in the French society. The French woman was already a –young- voter, but in ten years, between 1965 and 1975, she obtained two fundamental rights. In 1966, a law (allowed her) to be on the pill and in 1975, ( ) abortion became legal. From now on, with these two rights, the French woman was the owner of her body. It marked the beginning of the French women's emancipation, which became total thanks to the sexual liberation and their massive coming in the labour market”. [...]
[...] It was the first French company that could follow the trend of woman's new femininity and had assumed the position of a leader on its market for decades. If Dim had not been so aware of its need to understand women's behaviour, needs, wants, psychology, and broader sociological facts and changes, as well as economics, then one can assert it would surely have not been so remarkably innovative and appealing. Dim managed to combine emotion and rationality in its marketing plan, since marketers defined a new way for women to consider themselves, helped them feel prettier and in the same [...]
[...] Following a given frequency of exposure to the advertisement, the consumer will process the reinforced information, constructing the relation tights equal fashion”. Furthermore, the slogans lend themselves to “chunking” and are so short that the most important words “Fashion” are very clear, and easily remembered, even after a limited exposure to the advertising message. “Learning is ( ) more likely to occur when the individual can understand a relationship between behaviour and consequences.” (http://www.consumerpsychologist.com/#Learning). positive reinforcement, an individual does something and is rewarded. [...]
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