Sticky-plastic theory
It is well known that consumer behavior can be highly influenced by the suggestions of people around them. The so-called “sticky-plastic” theory seeks to explain this phenomenon. The idea is that consumers’ opinions, preferences and behaviors can be changed through repeated exposure to certain concepts, images and ideas. This means that once a person is exposed to a certain kind of marketing, they may become “sticky” to that idea, and be more likely to show a similar response in the future.
The concept of sticky-plastic was developed by John Durand, a marketing professor at the University of Minnesota, in the early 1990s. Durand proposed that if individuals are exposed to an idea over and over again, they may become more receptive to that idea and act on it. Durand calls this “conceptual plasticity”, meaning that an individual can accept and cling to ideas over time.
Durand’s theory suggests that repeated exposure to a concept or image can be a powerful marketing tool. With enough exposure, a customer can become saturated with an idea or product and develop a strong preference for it. For instance, a shoe company might run a campaign featuring the same shoe in a variety of different colors. After prolonged exposure, customers may develop an affinity for the shoe and may become more likely to purchase it.
The concept of sticky-plastic theory has since been tested in several studies. One study, led by marketing professor Aggelos Noutsos, sought to explore the effects of repeated images on viewers’ responses. The researchers found that when subjects were shown the same images over and over, they began to view the images more positively. The study concluded that the repetition of an image or concept can lead to an increased likelihood of a favorable response.
Today, the concept of sticky-plastic theory is widely accepted. It has been used as a tool for marketers to influence consumer behavior and increase advertising effectiveness. By deliberately exposing a consumer to certain ideas and images, marketers can influence a customer’s opinion and create a positive relationship between the customer and the product or service.
The concept of sticky-plastic theory has broad implications. It suggests that marketers can use repetition to transform how consumers think and act. By deliberately and repeatedly exposing a customer to product images and ideas, marketers can increase customer trust, engagement and loyalty. This in turn can lead to increased sales and profits. Additionally, it can be used to create an emotional connection with consumers, which can be especially important for products that rely heavily on emotion for their success.
In conclusion, the concept of sticky-plastic theory gives marketers a powerful tool to influence consumer behavior. By creating repeated exposures to a certain idea or image, marketers can create “stickiness” in consumers’ minds that can lead to increased engagement, loyalty and trust in a product or service. Marketers should consider using this concept to increase the effectiveness of their advertising and create lasting relationships with their customers.
