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Motivation - why people do what they do
Examine the L'Oréal Web site at www.loreal.com for more information on this cosmetic industry giant.
Now, consider the following imaginary scenario: as a marketing manager for Revlon, you have just discovered that L'Oréal is using the "frustration dynamic of motivation" to persuade young teenaged girls to switch from Revlon products to those of L'Oréal. L'Oréal ads show two teen girls discussing their difficulties in finding dates to a prom. One girl having seen that her friend has just applied Revlon nail polish and lipstick, says "Maybe the reason you can't get a date is that you are using your mother's nail polish and lipstick-it's just too old-fashioned!"
Discuss the following:
a. Considering the information above, how might L'Oréal be using the "frustration dynamic of motivation" to woo Revlon users?
b. What defense mechanisms might be at work in the above scenario if the first girl defends her choice of nail polish and lipstick?
c. What are products you think are aimed at men, that also use a "frustration dynamic of motivation" to persuade? Explain your product choices clearly.
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