Colgate is one of the leading brands for oral hygiene around the world that caters for many different types of consumers. Motivation is one of the most effective ways for Colgate to resonate with consumers, they have engaged in motivational interviewing to link goal oriented strategies with their products. A goal oriented strategy for Colgate users is clean teeth, and an excellent smelling breath which helps boost self confidence. Consumer behaviours towards this topic are if the product works, they will generally buy it again. Mostly Colgate motivation will help show what can happen to your teeth if not cared for correctly.

In this advertisement, the motivation toward clean teeth and excellent smelling breath is shown as the actor Luke Wilson gets very close to people when he talks. He is breaking down the barriers of other individuals promoting his positive body image. Consumers will be looking at this advertisement and wonder how he is so confident with standing so close to people. I think this is a very powerful advertisement which will help consumers be motivated to buying the product.

When buying a product, consumers will generally want an end goal to complete a problem they have. The end goal in the advertisement is that this product is advertising will help many consumers as they try to beat bad smelling breath. In the next photograph, the differential threshold is evident. The differential threshold is the ability to detect the changes in two products. Colgate have obviously used the differential threshold when they made this advertisement as the man has plaque in his teeth which is the first thing you generally see, although he is missing an ear. This is a smart advertisement as consumers generally behave the same, they are drawn to how your dental hygiene is rather than important facial features.

Fstoppers 2013, Colgate’s Clever Advertising Campaign, viewed 15^thMay 2019, <https://fstoppers.com/post-production/colgates-clever-advertising-campaign-4002&gt;

Helga, D, 2009, ‘How do “body perfect” ideals in the media have a negative impact on body image and behaviours? Factors and processes related to self and identity’, Journal of Social and Clinical Psychology, vol. 28, no. 1, pp. 1-8.

Salinas, EM & Perez JMP 2008, ‘Modeling the brand extensions’ influence on brand image’, Journal of Business Research, vol. 62, no. 1

Thomas, BJ & Sekar PC 2008, ‘Measurement and Validity of Jennifer Aaker’s Brand Personality Scale for Colgate Brand’, Vikalpa,vol. 33, no. 3

USA TODAY 2019, Ad Meter 2019: Colgate, online video, 30^thJanuary, viewed 25^thMarch 2019, <https://www.youtube.com/watch?v=4GgM38ZfSYk&gt;

Colgate is one of the leading brands for oral hygiene around the world that caters for many different types of consumers. Motivation is one of the most effective ways for Colgate to resonate with consumers, they have engaged in motivational interviewing to link goal oriented strategies with their products. A goal oriented strategy for Colgate users is clean teeth, and an excellent smelling breath which helps boost self confidence. Consumer behaviours towards this topic are if the product works, they will generally buy it again. Mostly Colgate motivation will help show what can happen to your teeth if not cared for correctly.

In this advertisement, the motivation toward clean teeth and excellent smelling breath is shown as the actor Luke Wilson gets very close to people when he talks. He is breaking down the barriers of other individuals promoting his positive body image. Consumers will be looking at this advertisement and wonder how he is so confident with standing so close to people. I think this is a very powerful advertisement which will help consumers be motivated to buying the product.

When buying a product, consumers will generally want an end goal to complete a problem they have. The end goal in the advertisement is that this product is advertising will help many consumers as they try to beat bad smelling breath. In the next photograph, the differential threshold is evident. The differential threshold is the ability to detect the changes in two products. Colgate have obviously used the differential threshold when they made this advertisement as the man has plaque in his teeth which is the first thing you generally see, although he is missing an ear. This is a smart advertisement as consumers generally behave the same, they are drawn to how your dental hygiene is rather than important facial features.

Fstoppers 2013, Colgate’s Clever Advertising Campaign, viewed 15^thMay 2019, <https://fstoppers.com/post-production/colgates-clever-advertising-campaign-4002&gt;

Helga, D, 2009, ‘How do “body perfect” ideals in the media have a negative impact on body image and behaviours? Factors and processes related to self and identity’, Journal of Social and Clinical Psychology, vol. 28, no. 1, pp. 1-8.

Salinas, EM & Perez JMP 2008, ‘Modeling the brand extensions’ influence on brand image’, Journal of Business Research, vol. 62, no. 1

Thomas, BJ & Sekar PC 2008, ‘Measurement and Validity of Jennifer Aaker’s Brand Personality Scale for Colgate Brand’, Vikalpa,vol. 33, no. 3

USA TODAY 2019, Ad Meter 2019: Colgate, online video, 30^thJanuary, viewed 25^thMarch 2019, <https://www.youtube.com/watch?v=4GgM38ZfSYk&gt;

Colgate is a very highly regarded oral hygiene brand that has many different motivations towards consumers when using their products. Colgate have engaged in motivational interviewing which is evidence based approach that seeks to engage customers in their health. Motivational interviewing pays attention to why people change using goal oriented strategies. This type of interviewing is designed to strengthen motivations towards a particular product or path and investigates an individuals argument for change. Mostly Colgate finds out about what the consumers do and what they don’t do although going into immense detail about what can happen if you don’t treat your teeth correctly.

Most consumers are motivated by people and rewards to make you get the best deals and rewards. Intrinsic motivation is when you want to have the enjoyment of a product without having an end goal by using the product. Consumers generally want an end goal when using Colgate as they want the goal of whiter teeth or better smelling breath. If there is no longer lasting effect then there is not really a point staying with it. The second motivation is extrinsic motivation is when there is an external force that is motivating you to do something different to what is usually done. External forces drive individuals to look a certain way and make themselves look the best they can. People generally use Colgate for this motivation as they don’t want to appear dirty or smell bad and want a permanent fix.

Social media is a huge driver for self image in 2019. Due to numerous media outlets like Instagram, Facebook and Twitter having an impact on everyones day to day life. Individuals will try to appear happy and healthy through numerous outlets by purchasing products that will make your self image positive.

Many brands like Nike constantly come up in my instagram feed with new products that are bigger and better than the last. The culture surrounding fit people is growing, accompanied by the purchase of these high performance products promoting self image. Colgate is another product that tries to promote self image by the use of a happy and healthy lifestyle when their products are used. The advertisements are often accompanied by a smiling person with white teeth and portray a perfect lifestyle when colgate products are used

Your ideal self will always be different to your actual self, whether the products are used or not. Individuals will generally try to be themselves although influencers will try and throw them off their actual paths. Social pressure will also always have an impact of consumers to purchase a product to fit into a hierarchy. Snapchat is the perfect portrayal of ideal self, filters are used to become a different person and are used to try and beautify users.

The trait theory is generally used when a company is trying to identify what traits people are drawn to when looking for an enterprise. This can be seen when looking into dating sites like RSVP, they use this theory to match people. There is a new job market that is opening up about making up algorithms for matchmaking. Personality traits can be identifiable characteristics that a person will notice and could help them find ‘the one’ on these websites.

A trait theory could be linked in with Colgate due to the different types of people that use the product and what product they rather use within the enterprise. People choose distinctiveness within the brand to help them differentiate between brand identities. Colgate and many other brands in the toothpaste business are constantly trying to evolve their business to help accommodate people if they want to try different brand.

One trait theory could be the trait of wanting it to be the cheapest toothpaste possible as they do not care about the quality of the product. A trait theory could be trying to use youth to promote a product. This would not only appeal to younger people but appeal to people that want to live youthful lives. The photo below shows that younger people are advertising products that adults will tend to use.

Shopping for a look defines who we are and what we want to look like. Self-esteem refers to a persons self confidence in their worth or their abilities. We generally will choose an aesthetically pleasing product that will build our self-esteem and make us feel/look good. There has been research into brain function when a person has a close relationship with a product and how the urging for a product starts, making us have a certain look or style. The term “the consumer is always right” is a smart concept because the consumer generally thinks their knowledge is greater than the expert ideas that come with most packaging.

Social media has had a huge impact on making us think we need products and put into our head different unique styles. Buying luxury goods is not a new idea that tries to promote wealth through societies as well as social power. Consumers are now promoting their new products through social media which puts in peoples heads they have to have the newest products otherwise they will appear behind fashion trends. Discovering the amount of alternatives an individual can have on one product makes the market very tough to compete in, although some brands like Nike and Adidas have found to have excelled.

The stigma behind Nike TN’s in Australia has been huge due to the massive demand and look for them. Most people see Australia when the shoe is shown due to such a demand for them in stores. This demand can be wanted by a culture or a reference group you are known by. West Sydney is the highest seller of this shoe and have a reputation to be wearing them.

The differential threshold refers to the ability to detect a difference or changes between two items. The minimum difference that can be detected is known as the j.n.d. (just noticeable difference). Colgate have used the differential threshold when they created advertisements marketing to people a new line of dental floss. In the advertisement there is two people with plark in their teeth which you are drawn to, although the people have defects like missing an ear. This smart advertisement makes individuals realise how important dental hygiene is and the ability to detect the differences in the photos seems easy but is not what you are looking for in a hygiene advertisement.

Colgate have also looked at the differential threshold when they market to young people, by making it look like there is a joy when brushing teeth which influences them to brush their teeth. The children seeing these advertisements are drawn by the colours and music which adults would not realise.

Bitcoin is a type of digital currency that can be used electronically between individuals. Bitcoin does not have a single administrator, not one single institution controls it and coins can be sent to anyone on the peer-to-peer network.

It is generally used by people that do not agree with government run backs and would rather their money not ruled by anyone. It is used by a network of codes by cryptography and is recorded in blockchain by people from around the world that maintain the cite.

With bitcoin there is an underlying algorithm that only allows a certain amount of coins to come out every hour. As demand grows, the value increases, making bitcoin hard to obtain and very expensive to buy. Transactions of Bitcoin cannot be reserved and cannot be tampered with which is comforting for most people that are using the currency.

In bitcoin, you do not have to identify yourself to accept or give money away as there is no validator. All that has to be accepted is that you have the sufficient amount of bitcoin in your wallet to give to an individual. You are only identified by the size of your wallet which is easier to comply with than the identification process that banks use.

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