The Sleeper Effect

“I’ve learned that people will forget what you said people will forget what you did, but people will never forget how you made them feel.” This is a powerful quote by Maya Angelou that can be applied to daily life, but also to the complicated world of marketing products in national companies. The main idea of marketing is to capture how certain products make people feel and how business owners can use that knowledge to sell their products. The well-known American retail store Bath and Body Works is a great example of this idea. This company specializes in feminine items such as shower gels, lotions, fragrance mists, perfumes, candles, soaps and home fragrances. A few weeks ago, I went to observe the different techniques that vendors are using …show more content…
These elements are known as credibility and sleeper effect. When trying to sell a product, it is essential that the communicator present as confident when speaking. Usually, customers tend to believe in a communicator that is able to show confident on the amount of knowledge that he/she is talking about. Another common element of persuasion, which is known by psychologists as the sleeper effect, is a delayed increase of the effect of a message that is complemented by a discounting cue (Myers 2013). The sleeper effect is one of the most common elements when it comes to persuasion and it is commonly seem in television advertisement. Being able to learn about the different types of elements when it comes to persuasion has changed the way I now see advertisements in retail …show more content…
Bath and Body Works is one of those companies. The main goal of Bath and Body Works is to increase their sales using different marketing techniques such as changing the labels of their products to make it look more expensive, using different scents to attract people, and using bright colors on their products. Bath and Body Works many marketing strategies manage to pull in all sorts of customers with theses techniques. While one of their techniques might not pull in a customer another one of their strategies might. Companies, like Bath and Body Works, are very good at segmenting their market and then targeting specific groups with “sales” or special limited times lotions or candles. Bath and Body Works and other companies like it are very good at knowing more about the way we think than we do. They know how certain groups of people or at least the majority of people will think to use to their advantage to steer us towards buying their merchandise with their marketing techniques. For future research, it might be interesting to find out why the brain responds the way it does to certain marketing strategies when we are in front of