Research Proposal Paper

The Effect of Phycology on Advertising and Marketing

The research I am proposing to conduct is going to give Ben’s Big Burgers new insight into the major role psychology plays in a fast food chains advertising and marketing. Companies’ around the world are competing to find other ways to bring in money, and this requires more than selling just the standard hamburger. My research will show what your company could do to increase revenue by appealing to your potential costumers’ emotions.

For a company which sells products that do not have a direct health benefit it is difficult to maintain its customers without using techniques in advertising and marketing that many of us see on television and modern advertising today. In these days, your fast food chain needs other measures to attract customers to your restaurant, ways that some people call addictive and manipulative.

There are different measures used for different age groups that can attract the costumer. For child consumers, for example, putting a toy in a kid’s meal, and having a fun zone in the restaurant makes them want to come back, nagging to their parents until they receive the next happy meal. There is a much better chance of a restaurant receiving customers this way, as opposed to a restaurant where children are not happy. In this way parents can eat with a low price then have their kids play in the fun zone while they enjoy free Wi-Fi and a coffee in the café area. This will addict the costumer’s emotions to what your company has to offer. Young adults are interested to go to places that are popular and trendy amounts their peers. How the public sees your restaurant chain can be changed with advertisements with celebrities in it, this technique reaches out to the public’s emotions. Studies have shown that people are more likely to purchase products they are more familiar with because of repeated advertising.  

My research will in detail show what is needed to market your company in such a way that it becomes memorable, popular and potentially in the need for expansion. I will dig deep into the 3 main emotions of advertising (love, fear and rage) and show how to use this to your best benefit.