Essay on Von Restoff Effect: Isolation Effects for Distinctive Product Marketing

Von Restoff effect, which is also popularly known as the isolation effects, is a technique indicating that the uniqueness injected in marketing a product is what makes it stand out against the competing brands. The different distinctive features of a product, whether presented in an alternative market or as an isolated brand, are what triggers the memory of the consumers and make the consumers remember it. Attractive attributes and uniqueness of an advertisement is what catches the eyes of the consumer and makes it dominate in the market over the other brands. A good ad attracts the attention of the consumer, provokes the right emotions, and creates positive impacts.

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The environment in which the consumer receives the advertisement determines if the product or the brand creates a lasting memory is or vice versa. The emotions released trigger the brain, which in turn determines the longevity of the information in their minds. The category and the intensity of emotions experienced by consumers play a crucial role in triggering the memories concerning the brand. The feelings generated trigger an activation level for the advert in their brains. When the marketer blends both positive and negative emotions for a particular brand, it breaks the monotony and triggers excitement. As a result, the brand stands out; this makes it difficult to forget as compared to an advertisement which triggers only one particular emotion. (Solomon, 2017, p. 158). Less appealing ads are dominated by either happiness or sadness, which makes them prone to be forgotten very quickly.

Secondly, the presentation of an ad influences a remembrance by the brain from the attention it demands from the consumer. Creativity is vital when communicating with consumers. It distinguishes between a dull and boring ad and a funny or exciting one, which is difficult to forget even in a more extended period. For instance, consumers are prone to forgetting brands displayed in a billboard than an ad that is displayed comically in an appealing manner. Additionally, commercials presented in a way that they are connecting with the people in an adored television program arouse curiosity and creates interest. It also triggers remembrance of the brand by the consumers than the ads run during the standard schedules. (Solomon, 2017, p. 158). On the other hand, poorly presented adverts attract little or fail altogether to get the attention of the targeted audience, which results in forgetting easily and quickly.

Lastly, consumer's memory capability to remember great ads is as a consequence of the impact they are having on them. An outstanding advertisement connects and communicates to the consumer and stands in to fill the gap in the consumer's list of needs or wants. The impact can vary from positive to negative, depending on the consumer. The level of effects determines how easily the brain retrieves the memory. Therefore, the extraordinary nature of the ad makes it easy for consumers to analyze and understand it and creates impact. The impact makes it easy for the brain to retrieve the information, thus easy remembrance. It's human nature for people to purchase products which they are familiar with or those which they recognize.

Conclusion

In conclusion, humans are visual beings in that they react or respond to those ads that are appealing to them first before they even get to understand the content. For them to be able to remember a particular brand over another relies on the uniqueness featured in the advertisement, which triggers the brain. The environment featured when presenting the advert, the mode and means of presentation, and the impact it has on consumers all play an essential role in making a product stand out over the other brands. A good marketer creates great ads that incorporate the above features. Thus people tend to remember them more effectively than the advertisements that seem impressive.

References

Solomon, M.R. (2017). Consumer behavior: buying, having and being. (12th Ed). Boston: Pearson.