There are two types of provocation - positive and negative. Positive provocation aims to get the target audience interested in understanding a proposition, while negative provocation aims to disturb. When an offer is noticeable and understandable, it can create readiness in the audience to make a purchase. This framework can help design products and services that stand out and whose value is understood, leading to purchases. Brands like Gucci use positive provocation through sensuality to get understanding and buying, while Dettol uses negative provocation to show illness risks and convince people of its benefits.

2. There are 2 types of provocation. 1. Provoke to disturb (negative), 2. Provoke to internalize the proposition to the target audience (positive) Positive provocation and clear understanding of the selling proposition create the buyer’s readiness for the purchase act . What is PUB Reflex? The offer is so noticeable that the audience has taken initiative to understand it. The provocation has led to level of understanding the product or the usage advantage of the service

3. Should I purchase? (hesitant buyer) It’s too costly (value seeker / sober buyer) It’s not for me (this buyer is not the target ) It’s not my requirement (unconvinced buyer) I would love to try it (peripheral buyer) I have to get it (core buyer) I have heard of it. Let me check it out with my friends first (satellite buyer) Buyer readiness for purchase act

4. This framework can help you to design a product or service in such a way that it is noticeable in the ocean of brands out there in the market, the end-customer understands its value and so it translates to the purchase act. Benefit of the tool

5. To Understand –The offer is so noticeable . That consumers try to understand what the brand is and what are they offering GUCCI – Positive Provocation To Buy- once the product is understood, consumer proceed towards making the buying decision as per his suitability To Provoke- GUCCI use sensuality as the medium of provocation. It is the assured way to provoke consumers

6. DETTOL – Negative Provocation Dettol uses negative provocation to alert consumer about ill effects of unclean hands Dettol targeted consumer by showing how illness can be spread through common touch points The consumers, primarily worried about the health of children are convinced about the benefits of Dettol