Dove: Using Consumer Psychology to Understand Buyer Behaviour

Using Consumer Psychology to
Understand Buyer Behaviour
Written By: Sofya Fominova, Luisa Krain Xuanyi Liu
Supervised by Dr Kleopatra Konstantoulaki
Date: November 10, 2016

Table of Contents
Executive Summary ..................................................................................................3
1. Introduction ...........................................................................................................3
2. Product category Involvement and Motivation analysis....................................3
3. Segmentation, Targeting, Positioning.................................................................7
3.1 Segmentation and Targeting ............................................................................................7
3.1.1. Geographic Segmentation............................................................................................7
3.1.2. Demographic Segmentation. ........................................................................................7
3.1.3. Behavioural Segmentation............................................................................................7
3.1.4. Psychographic Segmentation. ......................................................................................7
3.2 Brand Positioning (e.g. brand personality, self/ brand congruence theory) .......................8
4. Marketing Strategies and Tactics ........................................................................8
4.1 Message structure and characteristics..............................................................................8
4.2 Route to persuasion – ELM..............................................................................................9
4.3 Perception aspects, JND................................................................................................11
4.4 Memory and learning issues...........................................................................................12
4.5 ABC attitude model, attitude change strategies, multi-attribute attitude models..............13
4.6 The theory of the Self and self enhancement theory.......................................................14
4.7 Social influences (e.g. reference groups, opinion leaders)..............................................14
5. Recommendations ..............................................................................................15
6. References...........................................................................................................17

Executive Summary
Being one of Unilever’s most traditional brands (Deighton, 2007), Dove launched its
“Campaign for real beauty” in 2004. For over ten years the brand communicated alternative
beauty ideals, than the ones dictated by society and media (Dove, 2016b).
Using their advertisements, Dove tries to reduce consumers’ gap between the actual and
ideal self by bringing the ideal self closer to the actual self. Due to skincare’s moderate product
involvement, persuasive communication is based on mostly peripheral cues.
In order to increase their market share, Dove is recommended to apply product innovations
catering increasing consumer needs, to enhance the product involvement. Additionally, in
order to cater different regional markets, the brand is advised to take different cultural factors
and values into consideration in their global promotions into consideration. Further, Dove
advertisements could include cues for central route of persuasion, to influence the cognitive
component of attitudes of consumers, and therefore strengthen memory.
1. Introduction
Dove is one of Unilever’s biggest brands (Unilever, 2015a). This report focuses specifically
on Dove’s skincare product line. The “Campaign for Real Beauty”, launched in 2004,
challenges the stereotypes about beauty and made Dove not just a product company, but also
“the largest provider of body confidence education in the world” (ibid.).
This report analyses Dove’s products and advertising campaigns, to 1) understand the
product involvement level and studying consumers’ motivations behind purchases, 2) conduct
an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly
understand the aspects of Dove’s consumer behaviour.
On the basis of the conducted analysis, the final part of this report offers recommendations
to improve Dove’s marketing strategy.
2. Product category Involvement and Motivation analysis
The Dove skincare line consists of hand and bodycare products, which has relatively
moderate product involvement based on the analysis of multi-dimensions: personal interest,
perceived risk importance, probability of mispurchase, product’s pleasure value and sign value
in product category (Laurent and Kapferer, 1985; Hanzaee, Khoshpanjeh and Rahnama,
2011).
Generally, women tend to prioritise the beautification of more apparent parts of body such
as the face and hair, than hand and body (Richmond, 2012), thus there is relatively low general

interest and importance in Dove skincare product category in measuring product involvement
(Laurent and Kapferer, 1985).
Figure 1. User profile of Dove. Mintel 2015
Figure 1 shows, that the overall consumer usage of Dove tends to stay consistent across
all income level, demonstrating that Dove’s prices are relatively low and accessible (Khanom,
2015; Libby, 2014). Furthermore, Dove skincare products can be purchased with moderate
frequency, resulting in moderate product involvement (Traylor and Joseph, 1984). Hence the
perceived risks with Dove from an unsatisfied purchase are relatively low in the amount at
stake due to low cost financially (Cox, 1967). However, consumers with higher income mostly
perceive Dove less strong positively than consumers with lower income (Khanom, 2015),
indicating purchasing Dove products can be perceived to be downmarket resulting as
moderate social risks among certain consumer social groups (Karbalaei et al., 2013). The
overall evaluation of the moderate level of perceived risks suggests moderate product
involvement (Karbalaei et al., 2013).
Most 16-24-year-olds say that Dove boosts their confidence by promoting the perception
of ‘real’ beauty (Khanom, 2015). Such high ability of the brand to please consumers also
leverages the product involvement (Laurent and Kapferer, 1985).
The utilisation of the actual self-congruence theory (Aaker, 1997) in Dove’s campaign from
using models with average appearance, made strong emotional connections with consumers
and has a positive impact on product involvement (Malär et al., 2011).

Figure 2. Attitudes towards and usage of selected brands. Mintel 2015
As Figure 2 shows, Dove is perceived as highly trusted and has relatively greater brand
differentiation to consumers, which suggests an increase in product involvement.
(Zaichkowsky, 1985).

Figure 3. Attitudes towards appearance by usage of bodycare products, by women. Mintel
Most women are motivated to use bodycare products due to hedonic wants, shown in
Figure 3. Thus by providing experiential enjoyment, the Dove skincare line is more of hedonic
goods than utilitarian goods (Batra and Ahtola, 1991). Consumers with high and low self-
esteem are strongly driven to have positive feelings about themselves and are likely to form a
strong emotional attachment with Dove from their promotions, through self-verification (high
self-esteem) and self-enhancement (low self-esteem) process (Malär et al., 2011).
In contrast to younger groups, who feel pampered using bodycare products, the
functionality of moisturisation matters more to older (Costello, 2011), thus Dove may be
perceived more of utilitarian products to the older groups (Okada, 2005).
On the other hand, purchasing skincare products for hedonic wants can evoke a sense of
guilt and wastefulness (Lascu, 1991; Kivetz and Simonson 2002), as bodycare products are
not placed most important to purchase (Richmond, 2012). However, the accessible prices
(Libby, 2014) and positive feelings reduce the sense of guilt (Okada, 2005) when approach-
avoidance conflict occurs (Kramer and Yoon, 2007).
Despite Dove provoking many consumers reactions (Malär et al., 2011), due to the low
price point, purchasing Dove products can be perceived to be downmarket through social
comparison theory (Festinger, 1954), resulting in approach-avoidance motivational conflict as
well (Kramer and Yoon, 2007).

3. Segmentation, Targeting, Positioning
Dove is a truly global brand with a fundamental product proposition, appealing to a wide
range of demographics across all major markets (Unilever, 2015b). To understand the
foundation of the target customer segment, geographic and demographic segmentation is
analysed. However, the main focus is on the non-demographic traits, such as values, and
psychographic profiles, – an approach proven to perform better in the modern fragmented
society (Yankelovich, 1964; Yankelovich and Meer, 2006).
3.1 Segmentation and Targeting
3.1.1. Geographic Segmentation.
Dove’s products are distributed worldwide, without any specific geographic segmentation
(Dove, 2016b).
3.1.2. Demographic Segmentation.
Dove targets women1 of all ages, racial backgrounds, shapes and sizes, from 8 years old
through the Self-Esteem educational project (Dove, 2016a) to 55+, especially through Dove
Pro-Age care line. As mentioned above, Dove skincare products are accessible across all
income levels (Khanom, 2015).
3.1.3. Behavioural Segmentation.
Dove’s products are typically high in usage, and customers remain loyal to the brand
(Khanom, 2015).
3.1.4. Psychographic Segmentation.
Customers with lower self-esteem and anxiety about their appearance construct Dove’s
key segment (Dove, 2016a). The segment is very broad – research uncovered that 6 out of 10
girls are concerned with the way the look (ibid.). Dove’s messaging leaves these women who
are increasingly aware of their bodies with a thought that they can look beautiful. Therefore,
according to the trait theory, self-consciousness is the trait most relevant to Dove’s consumers
(Kimble and Zehr, 1982). Neuroticism, one of the five dimensions of Big Five framework (Costa
and McCrae, 1985), also identifies the basis of the personality of Dove’s consumers. Further,
Dove is a traditional brand that offers low price products, which indicates that the customers
have low need for uniqueness (Lynn and Harris, 1997).
The framework that can be best applied to evaluate the psychographic profile is The List
of Values (LOV) (Kahle, 1983). Although criticized by Yankelovich and Meer (2006) for the lack
1
Except for the Dove Men+Care line, which is excluded from this report.

of business planning insights, this approach is proven in the same study to be successful for
brand positioning.
Closely linked with the social adaptation theory (Kahle 1983), LOV specifies nine values,
distinguished between “internal vs. external locus of control” by Rotter (1966). Out of the
factors outlined by Kahle (1983), customers of Dove value self-respect as the highest (and
also falls under ‘internal locus of control’ category). Linking it back to the Maslow’s (1954)
original hierarchy of human needs, which the LOV framework was developed from, the
customers’ values fall into the fourth “esteem” category.
An alternative framework, Values and Lifestyles (VALS) programme (Mitchell, 1983), is
less applicable due to generic nature of the product, that can appeal to multiple profiles from
that framework (Beatty et al., 1985).
3.2 Brand Positioning (e.g. brand personality, self/ brand congruence theory)
Dove’s brand personality evolves around self-acceptance, confidence, trust and care
(Dove, 2016a; Khanom, 2015). In the context of Aaker’s dimensions of brand personality
(1997), Dove is seen as a ‘Sincerity’ brand.
Brand personality is often closely intertwined with self-image (Aaker, 1997), with even
stronger correlation when such self-image is being transformed by the brand messaging – in
Dove’s segment, such transformation is happening by redefining the perception of one’s
beauty. That strategy is not only a great opportunity to differentiate the brand from its
competitors (Fielding et al., 2008) but also a way to appeal to consumers who value ‘real’
beauty. This theory, also known as brand congruence, leads to an increased loyalty
(Kressmann et al., 2006).
4. Marketing Strategies and Tactics
4.1 Message structure and characteristics
The employment of two-sided messages (Crowley and Hoyer, 1994) in Dove’s “Real
Beauty” debate promotion with moderate proportion of negative information (ibid.) shown in
Figure 4, enhances credibility and novelty (Eisend, 2007) to generate more attention and
motivation to the brand (Crowley and Hoyer, 1994).

Figure 4. Fat/Fit, Ogilvy ,2006
It is also more effective than one-sided messages (Etgar and Goodwin, 1982).
General usage of positive labeling such as ‘goodness’ and ‘pampering’ in Dove Skincare
packaging emphasising the positive characteristics (Dove, 2016c), tends to induce consumers
to favour the products according to positive attribute framing manipulation (Levin, Schneider
and Gaeth, 1998). Additionally positive goal framing effect (ibid.) applied in Dove’s advert,
emphasising 10-day hydration to achieve positive goal consequences making skin feel good
(Dove UK, 2012).
Dove, perceived as a fun and vibrant brand to consumers (Khanom, 2015), implementing
pleasant music and positive tone of voice in various adverts such as the ‘Body Language’
campaign (Dove UK, 2012), as one dimension of non-verbal communication (Stewart and
Punj, 1998), suggests positive affective enhancement on brand attitudes through classical
conditioning approach (Gorn, 1982).
4.2 Route to persuasion – ELM
According to the Elaboration Likelihood Model (Cacioppo and Petty, 1986), due to
moderate product involvement (as discussed earlier) and moderate motivation and/ or ability
to elaborate (Andrews and Shimp, 1990) consumers process Dove advertisements on the
peripheral route. Therefore consumers pay less attention to the quality of arguments, but the
superficial aspects, such as the beauty of the models and number of arguments (Morris, Singh
and Woo, 2005).

Figure 5. Celebrating Curves Campaign, Ogilvy & Mather, 2004
Persuading consumers on the peripheral route, Dove highlights visual aspects in their
advertising among others, portraying women who don’t fit into beauty standards but are still at
ease with their bodies. Furthermore, they award their products/ brand as honest and authentic
through statements celebrating women’s bodies and ensuring the product’s effectiveness on
these bodies. These messages are supposed to trigger emotional responses of consumers
concerning their self-esteem and to support them to approach their own beauty and break free
from society’s norms (Deighton, 2007) by purchasing and using Dove skincare.
Previous research shows, that attractive models achieve higher persuasive results when
the advertisement is processed on the peripheral route (Trampe et al., 2010). However, even
though Dove’s advertisements may not use typical, thin models, but natural-looking, authentic
women (Deighton, 2007), these may still be considered pretty. One could argue, that Dove
advertisements still depict attractive women (Halliwell and Dittmar, 2004). However, they
defined “beautiful” different. This hints persuasion partly via the central route, too, since Dove
argues cognitively for a broader definition of beauty.

Figure 6. Celebrating Curves Campaign, Ogilvy & Mather, 2004
4.3 Perception aspects, JND
Dove’s innovative marketing approach is seen across all three stages of the perception
process: exposure, attention, and interpretation, as described by Solomon et al. (2016).
Dove’s Real Beauty advertising campaign, featuring oversized models, leverages
empathy, relief from cognitive dissonance (Sears and Freedman, 1967), and social
comparison theory (Festinger, 1954), to trigger selective exposure and avoid ad-blocking
behaviour in a congested beauty market. Dove’s ads make it ‘real’ for women to feel beautiful
— this convergence of social comparison and motivation is likely to ignite voluntary exposure,
leading to proactive product discovery (Moschis, 1976). To capture customer’s attention in a
cluttered retail environment, Dove focuses on sensory stimulus factors, such as ‘pure’ colours,
and unique bottle shapes (Chen et al., 2004). The latter is a particularly important example of
just noticeable difference (JND).
Sensory marketing is driving the perception process, as well as revenues: the smell of the
product contributes $63m to Dove’s annual revenues in the USA, followed by touch ($34m)
and sight ($14m) (Hollis, 2007).
While traditional cognitive interpretation is still the main influencer of in-store decision
making, Dove’s customers are also following affective interpretation process (Millard, 2009).
This is a result of creative advertising with oversized models, triggering perceptual distortion
and promoting self-acceptance (Bissell and Rask, 2010).

4.4 Memory and learning issues
Dove’s repeated use of the core value in their advertisements plays a significant role in
consumer’s learning process (Hawkins, Hoch and Meyers-Levy, 2001). However, depicting
linked message claims, instead of constantly repeating the same claim, increases advertising
effectiveness (ibid.). Therefore, Dove, continuously pronouncing the de-stigmatisation of
beauty, by using related but different images, links the brand to the general issue of beauty
and questions stereotypes (see figure 7 and 8). Doing so, they connect their brand to these
emotions evolving from this discussion via classical conditioning (Breckler, 1984).
Implementing these strategies, Dove aims to achieve implicit as well as explicit memory in its
consumers’ minds, in order to alter purchase behaviour (Shapiro and Krishnan, 2001).
Figure 7. Dove Freckles, Figure 8. Dove Femininity,
Ogilvy & Mather, 2015 Ogilvy & Mather, 2015
Focussing on experiential and functional benefits in their advertisements, Dove
encourages consumers to learn advertising contents based on existing product schemas (De
Marchi and Orth, 2007). Through intrinsic advantage assumptions (to feel beautiful), and the
sensory pleasure of soft skin (ibid.), repeated sales can be induced (ibid.). Depicting happy
women (see figure 5.) causes a positive mood with consumers, which in turn enhances
persuasion (Owolabi, 2009).

4.5 ABC attitude model, attitude change strategies, multi-attribute attitude models
Based on the ABC attitude model, Dove tries to influence customers’ affective component,
using highly emotional advertisements (Amarnath and Vijayuda, 2011) with intimate
statements of individuals (Dove, 2015). Supporting women to feel beautiful, the brand aims for
an “emotional bond” with consumers on a personal basis (Malär et al., 2011), trying to
implement higher brand loyalty and therefore influence planned purchase behaviour
(behavioral component) (Chaudhuri and Holbrook, 2001). Based on that, consumers form
beliefs of the brand moderately elaborating the brand’s mission and quality of products
(cognitive component). To strengthen these attitudes, Dove presents itself as an authentic,
credible source (Dove, 2016) and communicates the product’s function as hedonic as well as
functional.
Figure 9. ABC-model, Solomon et al., 2016
The multi-attribute attitude model analysis enables Dove to understand purchase
dispositions and enables them to adjust advertising strategies (Pessemier and Wilkie, 1973)
in order to influence consumers’ attitudes of its skincare products. Buying skincare products,
consumers evaluate appearance enhancing and sensitive skin functions, scent (Richmond,
2012), as well as the price (Erickson and Johansson, 1985). Furthermore, Dove should
consider the importance of brand image and packaging for consumers as attributes of attitude-
based purchase behaviour (Esch et al., 2006).
Kumkale, Albarracín and Seignourel (2010) proved that source credibility is most
successful when consumers process via the peripheral route. Therefore it is crucial for Dove
to focus on their source credibility as an authentic, honest brand to which women’s self-
confidence is highly important, in order to influence consumers’ attitudes (Kumkale, Albarracín
and Seignourel, 2010). Moreover, Dove uses classical conditioning, in order to evoke positive
responses and meaning to the brand (Till and Priluck, 2000). As discussed earlier, Dove
products serve a hedonic function. Consequently, Dove focuses on hedonism as the basic
motivational function, communicated in their advertisements (Batra and Ahtola, 1991), as well
as awareness of their mission (Dove, 2016).

4.6 The theory of the Self and self enhancement theory
Dove’s ‘Real Beauty’ advertising campaign is featuring average in appearance models to
connect with customer’s ‘actual self’ - a marketing approach that connects with perceived
reality of oneself (Wylie, 1979). Such method is proven to be effective in the beauty industry
by Halliwell and Dittmar (2004), and empirically through the growth of Dove brand (Deighton,
2007).
The ‘Real Beauty’ campaign is designed, amongst other things, to trigger self-congruence
and self-verification theories, resulting in a deep personal connection with a brand due to one’s
motivation to validate and sustain their existing self-concepts (Swann, 1983; Malär et al.,
2011).
Dove’s campaigns are not only targeting the present ‘actual self’, – they are also changing
beauty ideals, aiming to improve self-esteem, through the self-enhancement motive (Sedikides
and Strube, 1997). By doing the above, Dove is trying to reduce the gap between the actual
and ideal self, by bringing the ideal self closer to the actual self (McCleary, 2014). This change
helps to build an emotional connection with the brand (Boldero and Francis, 2002; Malär et al.,
2011), generating a measurable increase in brand loyalty (Kressmann et al., 2006).
4.7 Social influences (e.g. reference groups, opinion leaders)
Dove’s philosophy to redefine the standards of beauty, alongside with associated
programmes to promote women’s self-esteem (through establishing ‘reference groups’ such
as ‘G(irls)20 Summit’ and ‘Self Esteem Project’), ignited a feminist movement and united
groups of people around the concept of the “real beauty” (Johnston and Taylor, 2008).
Although critiqued by some for the lack of pure intent and enforcement of corporate values
(Murray, 2012), the approach of such feminist advocacy laid a foundation to a strong
community (Johnston and Taylor, 2008), who subsequently started promoting Dove’s ideology
through referral and social media sharing (Nudd, 2015), leading to virality of campaigns uptick
in revenue (Jenkins, 2006). Such organic (non-paid) social media activity, further amplified by
Dove’s standardisation of its messaging through digital “Movement for Self Esteem”
campaigns (Murray, 2012), leveraged the concept of social object theory (Solomon et al.,
2016). to create a loyal and passionate community. Dove’s social media followers broaden
digital message distribution and empower newly-created brand advocates to spread the
message and Dove’s ideology through word of mouth (Kirby and Marsden, 2006). The above,
in turn, empowers the brand to effectively utilise tribal marketing (Cova and Cova, 2002).

5. Recommendations
Dove is targeting a broad audience worldwide. It has, however, found a way to unite women
of all ages, races, and sizes by exploiting low self-esteem around the concept of beauty (Dove,
2016a). Looking at Dove’s revenue growth and its brand recall, one can conclude that Dove’s
marketing efforts have been highly successful.
Dove’s ideology helped the company build a strong community and a sense of
psychological attachment to the brand. To continue both, growing the brand and retaining the
current audience, the following is recommended.
According to Khanom (2016), fast-absorption attributes have become more important to
consumers concerning skincare products, due to the general trend in faster-paced lifestyle.
Innovations, such as hand and bodycare moisturising spray in product development can be
considered for Dove to fulfill consumers’ needs (Leahy, 2013) through mass customisation to
enhance product involvement (Pine and Gilmore, James H., 1997).
Such physical characteristics can differentiate Dove from other brands and increase
interest for consumers, in order to enhance involvement with consumers (Bloch and Richins,
1983). A potentially successful innovative product development can also increase market
share (Iwu, 2010). It has been shown on Mintel that great product formula innovations win
consumers for retailers’ basic own-label hand care products (Khanom, 2016).
To connect advertising effectiveness and purchase intention, Dove should alter their
advertised product attributes to influence attitudes. Even though the “Campaign for Real
Beauty” was highly successful (Patton and Vasquez, 2008), they partially failed to connect
their advertisements to purchase intention. Thus, they should differentiate themselves even
more from competitors, by changing the importance of attitude attributes, and therefore
increase brand loyalty. Implementing that, Dove’s advertisements could focus more on
changing cognitive components of customer’s attitudes. Therefore, they would have to supply
in depth information, eg. from their surveys, and engage consumers into processing the
advertising on the central route (Cacioppo & Petty, 1986). Based on more cautious
processing, consumers memorise the information more thoroughly and Dove could benefit of
a combination of explicit and implicit memories of consumers (Argyriou & Melewar, 2011).
Since Dove position themselves as a global brand without specific geographic
segmentation (Dove, 2016), the global campaign for ‘Real Beauty’ failed in China (Fowler,
2008). The women there do aspire and feel attainable to stunning and thin models used in
beauty ads (ibid.), hence they intend to reduce self-discrepancy (Higgins, 1987) by putting
effort to reach the air-brushed ideals. Oppositely many women in the West would perceive and
relate to body dissatisfaction and self-objectification from the stereotyped models in ads
(Bissell, 2015), however, Dove’s global campaign attempts to reduce self-discrepancy from

changing the ideals (Sedikides and Strube, 1997). Dove should take cultural values into
consideration when targeting different regions, especially women in collectivist countries such
as China and individualist Western countries at the reaction to self-concept is different
(Gürhan-Canli & Maheswaran 2000). Resulting in that consumers from collectivist countries
are less innovative in their purchases and accepting new idea challenging stereotypes
(Steenkamp, Hofstede and Wedel, 1999).
These recommendations will allow the brand to continue building loyalty and brand
attachment amongst a wide population, as well as grow in terms of brand awareness and
revenue.

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