Zoos – Are They Ethical?

Are Zoo’s an effective and ethical method of animal conservation, or are they just a platform for human’s entertainment? Over 181million people visit zoos per year (Association of Zoos and Aquariums, n.d.), and in Australia, the exhibition of wildlife is a multi-million-dollar industry (Parliament of Australia, 1998). Zoos and wildlife parks play roles in public... Continue Reading →


Consumer Attitudes – Dove

An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. It is an individual’s general evaluation of people, objects, advertisements or issues (Solomon et al, 2018). Attitudes are formed through involvement with a product or brand through classical conditioning, instrumental conditioning, and complex cognitive... Continue Reading →

How Dove Uses Maslow’s Hierarchy of Needs

Maslow’s hierarchy of needs is a 5-tier pyramid outlining the needs of human survival. The most crucial needs (psychological needs) are at the bottom of the pyramid and need to be achieved before an individual can attend to needs higher up the pyramid (McLeod, 2018). The 5 needs identified by Maslow’s Hierarchy are: Psychological: the... Continue Reading →

Learning Theories – Dove

Classic conditioning is a behavioural learning theory used in marketing. It involves a stimulus being paired with another stimulus to elicit a known response that serves to produce the same response when used alone. Dove uses classical conditioning in their marketing efforts to connect their brand with feelings of self-esteem and body positivity. For example,... Continue Reading →

Semiotics and Sensory Marketing – Dove

Semiotics is defined on dictionary.com as the study of signs and symbols as elements of communicative behaviour. (www.dictionary.com, 2019) One of the most well-known examples used to explain semiotics is traffic lights, which use the colours red, orange and green to communicate the messages stop, slow down and go, respectively. Semiotics is a tool used... Continue Reading →

The Consumer Decision Making Process

Recently I had to go through the decision making process when purchasing a new protein powder. Need recognition: I had run out of the protein powder I was currently using and therefore recognized the need to purchase more. I knew however that I wanted to try a new brand. Pre-purchase search: The level of consumer... Continue Reading →

Ideas Blog – The Politician

If I were to say the words “Egg Boy” to you, you probably automatically know who I’m talking about. And if not, here’s a quick background: On 15thMarch, a 28-year-old man entered a Mosque in Christchurch, New Zealand, in a terror attack. As of March 16th, it was announced that 50 of his victims were... Continue Reading →

The IKEA Effect

The ‘IKEA effect’ refers to the increase in valuation of self-made products (Norton, Mochon, Ariely, 2011). In more simple terms – if you have to make it yourself, whether you enjoy the experience or not – you’re more likely to value the product than if it was made/put together by someone else. I can certainly... Continue Reading →

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