The document discusses consumer behavior related to health awareness campaigns, comparing anecdotal and statistical evidence in advertising, with potential losses framed as more persuasive than gains. It outlines the decision-making process for disease testing, emphasizing the importance of triggering problem recognition and the sources of information consumers use. Additionally, it highlights various marketing strategies, including social media campaigns and reference groups, to encourage breast cancer testing and awareness in the Indian market.

1. Consumer
Behavior
Case Study

2. Which of the four
ads described above
will work best?
why?
1. Anecdotal evidence v/s
Statistical evidence
2. Potential losses v/s Potential
Gains

3. - Anecdotal (also called story, narrative, case,) evidence messages typically present the history or
experience of a particular person or case, and usually focus on elaborating one compelling case that
provides details that allow the message recipient to create a picture of the person and situation.
The use of anecdotal evidence is believed to be effective because the reader can relate to the
person in the story.
- Statistical evidence messages (scientific) most often contain information regarding someone’s
relative risk for a particular condition or negative consequence, or the likelihood of a protective
effect if they follow the advice in the particular message. Typically, this includes information such
as ‘‘the risk of getting this particular disease is eight times higher if someone does not perform a
particular behavior,’’ or ‘‘75% of people who perform a particular behavior avoid getting a
particular disease.’’ These messages generally focus on scientific facts about the likelihood of risk
and how to protect oneself against the threat.

4. -The superiority of the evidence type may depend on the topic, message quality, or individual
characteristics.
-Whether statistical or narrative evidence is more persuasive depends on whether the message is
congruent with the person’s values.
- If the message was value-congruent, statistical messages were more persuasive.
-However, among those where the message was counter-attitudinal, anecdotes were superior.
-In a research comparing statistical and anecdotal messages regarding organ donation ,
researchers found that statistical messages produced more cognitive reactions, although
narrative messages led to greater affective reactions.
SOURCE : Communication Quarterly Vol. 58, No. 2, April–June 2010, pp. 111–132 , Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed
Use

5. Potential losses v/s Potential Gains
-People are more likely to pursue an action when it is framed as a means to avoid a loss rather
than to achieve a gain.
-Prospect theory (losses have more emotional impact than an equivalent amount of gains. For
example, in a traditional way of thinking, the amount of utility gained from receiving $50 should
be equal to a situation in which you gained $100 and then lost $50. In both situations, the end
result is a net gain of $50.)
-Considering all the theories and research results discussed so far we will choose anecdotal Loss
ad to produce most affective reaction.

6. SOURCE:D Cox and A.D Cox , AMA Journal of marketing , July 2001, Issue 65

7. How would you trigger problem recognition for the early
detection of diseases among groups who have a relatively
(Q2) low risk for the disease?
(Q3) high risk for the disease?

8. Problem
recognition

9. Decision making process

10. What is a problem?
•One, the difference can occur by the desired
state rising while the actual state stays
relatively stable. Or, two, the difference can
occur by the actual state declining while the
desired state remains relatively stable. These
differences, while somewhat theoretical in
nature, offer some insight into how to approach
consumers about problems and the products
that could potentially solve them. Let’s look at
both types of problems: “opportunities” and
“needs.”

12. 4.Describe the decision process a typical individual would go
through in deciding to test for a disease.

15. Problem or Need Recognition
- In general situations, the recognition of needs is likely to occur when a
consumer is faced with a problem.
- This role of the marketers in this case is to trigger the problem
recognition.
- Any sort of awareness campaign, statistics , anecdotal advertisements
that the consumer encounters act as a trigger thereby making the
consumer “recognize” the problem.
Information Search
- During this stage, a consumer who recognizes a specific problem or
need will then likely be persuaded to search for information, whether

16. Evaluation of Alternatives
- Evaluation of alternatives is the third stage in the Consumer Buying Decision process. During this stage,
consumers evaluate all of their options on a scale of attributes which have the ability to deliver the benefit
that the customer is seeking.
- Consumer Decision rules
Purchase
- The consumer undertakes the test
Post Purchase Behaviour
- How the customer feels about a purchase will significantly influence whether he will purchase the product
again or consider other products within the brand repertoire.
- Cognitive dissonance is when the customer experiences feelings of post-purchase psychological tension or
anxiety.
- Some companies like to engage their consumers with post-purchase communications in an effort to influence
their feelings about their purchase and future purchases.

17. 5. What decision rule do consumers use in deciding
to test for a disease?

18. Consumer decision rules are the procedures used by consumers to
facilitate brand (or other consumption related) choices. These rules
reduce the burden of making complex decisions by providing
guidelines or routines that make the process less taxing.
Consumer Decision Rules

19. Consumer Decision Rules Types:
1. Compensatory rule- A type of decision rule in which a consumer evaluates
each brand in terms of each relevant attribute and then selects the brand with the
highest weighted score.
2. Non-compensatory rule- A type of consumer decision rule by which positive
evaluation of a brand attribute does not compensate for a negative evaluation of the
same brand on some other attribute.
● Conjunctive decision rule
● Disjunctive decision rule
● Lexicographic decision rule

20. When deciding whether to go for a test for a particular disease or not,
(HIV-AIDS, Breast Cancer, Ovary Cancer, etc) a person processes information
collected from different sources.
While deciding what test to choose from a consumer will follow compensatory
decision rule. According to compensatory decision rule a consumer determines a
brand in terms of each relevant attribute and computes a weighted or summated
score for each brand. The assumption is that consumer will select the brand that
scores the highest among the alternatives evaluated. Compensatory decision
allows a positive evaluation of a brand on one attribute to balance out a negative
evaluation on some other attribute.

21. 6. What sources of information do consumers use in
deciding to test for a disease?

22. Sources of Information
Sources of information are people, things, places and experiences
you come across everyday in your life that provide you information
about anything you were not aware of partially or fully.
A consumer would look both internally and externally for his
information to help him make a decision.

23. INTERNAL search involves the consumer identifying alternatives from
his or her memory. This plays a very important role when deciding to go
for a test.
● Any experience consumer might have had in the past
● Education of the consumer
● Interaction with patients related to the consumer

24. EXTERNAL search is a process of seeking information from the
outside environment.
● Patients— interaction with people who suffered from same disease
● Friends/reference groups— consumers ask friends, family and
coworkers about their experiences with the test
● Doctors and medical staff
● Internet- youtube videos by people sharing their own experiences

25. Advertisements
Philips India has launched a ‘Husband
Initiated Movement’ or ‘HIM’, in a move
to spread awareness about breast cancer.
This ad urges men to ensure that their
wives get breast cancer examinations
done timely.

26. Social media campaigns
Lavie on their social networks, the entire month of October have been sharing articles and
tips. They are encouraging their target audience, women to talk to their mothers about such
important causes and have created a special hashtag for it #talktoyourmom. On 31st
October they had arranged a Twitter chat with Dr. Sumeet Shah so he could solve certain
queries regarding this disease and enlighten the women.

27. Elle has taken its pink ribbon initiative one step
ahead, by creating a Facebook page for it and
constantly providing support to women. Sonam
Kapoor, is their Brand Ambassador who is helping
them spread the word as well. They have tied up with
many brands, that are supporting Elle in the fight
against this disease by providing discounts, donations
and so on. In a unique initiative by Elle India, people
have to post their selfies wearing pink in support of
breast cancer awareness.

28. PrankBaaz, is a fun page which you visit for a good
laugh. They published a video regarding breast
cancer on their YouTube channel and shared it on
their Facebook page as well which raised quite a few
eyebrows and got the message across loud and clear.
With this bold concept, of the girl flashing her T-shirt
underneath the robe to the passer-by’s highlighted the
important cause of breast cancer and which no-one
should take it lightly. This video has totally gone
viral with more than 1.8 Million views, on their
Facebook page as well they are spreading the
message in support of this cause and encouraging
people to view the video and spread it across.

29. direction
Events-- Walkathons, marathons, cricket
matches to raise money for organisations
working in the same direction and
creating awareness amongst the viewers
and participants.

30. Question 7- Who influences the decision to test for a
disease ?
Reference Groups
Normative Reference
Group
Comparative
Reference Group
celebrities
neighboring familyfriends, peersparents, teachers

31. Develop a strategy to encourage people to test for a disease or
health risk factor of your choice?
What all should the Indian Market know about?
1. What exactly is breast cancer
2. What are it symptoms
3. What is screening and what is its importance?
How can the Indian market know about breast cancer?
AEPE
1. Awareness
2. Education
3. Promotion
4. Encouragement

32. AEPE
- Campaigns which includes a diverse set of individuals such as
corporate representatives, breast cancer survivors, volunteers,
doctors who can provide information to the consumers.
- government-sponsored schemes that spreads awareness about
self screening as well as timely checkups, which include
mammography and diet control, prove good safety mechanisms
for early detection crucial to curb the spread of the curable
disease, advice doctors.

34. AEPE1. Informal sessions at the office, college etc.
2. Materials provided at events/ conferences
3. Online ads in form of pop-ups
Promotion can be carried out by social media, television and radio interviews,
electronic and print media and word of mouth.
Example - The forum, supported by Hard Rock Cafe, is organizing a women’s car rally
from Delhi to Agra, to raise funds and generate awareness about breast cancer
prevention and its early detection.
Government advertisements also should talk about mammography techniques like
digital ones and should focus on disseminating ordinary ones.
AEPE

36. AEPE
- Success stories of women who share a belief that a healthy family,
a healthy nation and a healthy world begins with empowered
women.
- Famous personalities talking about their breast cancer experiences
like Mumtaz featured in the UniGlobe Entertainment's
documentary on cancer survival ‘a Minute’, with other
international stars who had fought and survived cancer

37. Thank You