Claim-belief Discrepancy

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Claim-belief Discrepancy

Advertising is one of the ways in which a company can increase its sales. Therefore, marketing departments ensure that they come up with an attractive advertisement through creating perception about the goods and services. Perceptions start with consumer exposure and attention to marketing stimuli after which they are able to make interpretations (Hawkins, 2015). It is a good tool used in marketing. However, some companies have created claim-belief advertisements. These advertisements “trigger a deceptive belief about the product without making either implied or explicit deceptive claims (Lindquist, 2015). This way, they create a huge difference between reality and what the customer thinks is true.

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            Customers may forget some details of a brand due to interference (Schiffman, O’Cass, Paladino and Jamie Carlson, 2014).For example, in the cosmetics industry,Luminess Air has created a television commercial for its twentieth anniversary sale titled “Erase Flaws like Magic” to market Luminess silk. In this commercial, several women testify about how they have used the product in little amounts to erase the blemishes on their skins andthat they would never go back to using other products. In addition, Doctor Debra Lutman describes the ingredients in the product as healthy and good for the skin. As a result, the perception that the product is healthy for the skin, less costly and makes women look prettier and younger is created.

            This advertisement has mislead customers by creating a claim-belief discrepancy. The customers are made to believe that the product contains vitamins and nutrients that will make the skin more firm, healthy and radiant. However, the reality is that this beauty product covers up the blemish, wrinkles and pores on the skin rather than improving the health of the skin, thereby creating dependency on the product. Therefore, consumers should ensure that they purchase goods and services based on the reality rather than what the advertisements make them believe to be true.

References

Hawkins, M., (2015). Consumer Behavior: Building Marketing Strategy (13^th Edition). New York: McGraw Hill.

Lindquist, J. D., (2015).Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. New York: Springer

Luminess Air, (2017). Luminess Air 20th Anniversary Sale TV Commercial, ‘Erase Flaws like Magic’. https://www.ispot.tv/ad/wpk6/luminess-air-20th-anniversary-sale-erase-flaws-like-magic#

Schiffman, L., O’Cass, A., Paladino, A. and Carlson, J., (2014). Consumer Behaviour (6^th edition). Frenchs Forest: Pearson Australia.