Target- Consumer Behavior

  D ecision Making for  High Effort Purchases                 ↔        Target appeals to consumers who employ both cognitive and affective decision making models.   For example: When a customer is going to Target to buy a high-end blender such as Vitamix or Blendtec, they will likely use a cognitive   decision making model , such as a multiattribute model, which compares brands, or an additive difference model, which compares attributes. Because these blenders are very expensive and are known for their power and performance, Target consumers will likely be making consumption decisions using a cognitive decision making model. Conversely, consumers who shop Target's Home Collection as pictured above and below, are likely to be making feelings based purchase decisions using an affective decision making model.  These purchase decisions will be based on how the furniture, bedding, and blankets make the customer feel, rather than their product attributes. Because home is so closely assoc

       H ave you ever been inside of a Target store? Have you ever had the famous popcorn that everyone seems to remember? This is one of Target's ways of getting people to recall their brand and come back to their store. Through this form of achieving brand familiarity, Target lets consumers know that they are welcome to grab a bite as well as shop for clothing and necessities.        A nother way Target assesses their brand recall is through the use of their famous Target logo that has been discussed earlier in this blog. The Target logo is one of those logos that is minimal and easy to spot which is what makes the logo "snappy" according to  Logaster.com .       T his idea with Target's logo would be considered a retrieval cue. One observation to make to prove that Target does receive brand recall is by looking at Chapter 7's slide titled retrieval cues to see a picture of a Target store as an example.

  Micro-Analysis of Target COVID-19 Commercial “Always Taking Care” Self-Referencing:      Target has recently published a new commercial relating to today's current situation with COVID-19. In this ad, the company delivers the message of the advertisement by linking it through experience. How so? With the pandemic changes on the need to social distance, wear a mask, frequently practice good hygiene, and more has resulted in a shift in the consumer's behavior, explicitly shopping at a retail store. The purpose of this commercial is to establish a positive attitude towards shopping at Target by assuring the customer how the company is doing its part on its social responsibility in implementing a safe retail environment for its customers to shop in. But at the same time, unconsciously reminding the viewer also to do their part to keep themselves and their surrounding environment safe with clips of wearing a mask, using the hand sanitizing dispensary, and social distancing. Dual-M