One-third of Americans will not buy a brand because of a distasteful advertisement, and more than one-quarter will not buy a brand if they don’t like the spokesperson. Educational and incomes levels affected buying decisions.
One-third of college grads (33 percent) say they have not purchased a brand because they didn’t like the spokesperson compared to less than a quarter (23 percent) of those with a high school education or less, says the poll.
Income also makes a difference: one-quarter of those with a household income of under $50,000 a year (25 percent) say they did not purchase a certain brand because they did not like the spokesperson used compared to slightly more respondents (28 percent) who make more, namely, those with a household income of between $50,000 and $74,999 a year and one-third (33 percent) of those with a household income of $75,000 a year or more, the findings state. The greatest difference, then, exists between those who make the least and the most amount of money per household.
Why are education and income such strong factors when it comes to feelings about an ad or spokesperson and purchasing decisions?
”The pursuit of learning, no matter where it is found or at what level requires discipline and some level of independent thought,” says Greg Salsburg, founder and president of Miami-based STIR-Communications http://stir-communications.com/ , a global full-service advertising, marketing and public relations firm.
“It stands to reason that the higher the mental food chain you rise, your propensity to be led like a lemming off the cliff decreases,” he maintains. “In short, if the clubs that Tiger endorses can actually make my game better I can look past one, two or seventeen indiscretions.”
Higher educational level indicates the “need to think, the need for cognition,” says consumer behavior expert Jonathan Levav http://www4.gsb.columbia.edu/cbs-directory/detail/494958/Jonathan+Levav
“Educated consumers are much more likely to pay attention and think about and elaborate on these messages,” Levav explains. “When they do that, and they find an ad distasteful, that will color their view of the brand.”
The poll, Salsburg says, proves that advertisers should never underestimate their target audience. “They own your brand and determine its place in the world and reason for success, as well as failure,” he says. “These polls and other research is a must before you unleash a campaign—all thoughts look fancy on presentation boards.”
What can marketers do ensure that they do the right thing when approaching consumers? “Know your brand, the product, intended audience and market to them directly and then let them take control,” Salsburg advises. “Allow the audience to provide like-minded individuals that equally possess your company’s and audience’s ethics.”