Date of Award
Master Of Business Administration
Colleges & School
College Of Business And Management
Creig Kronstedt, PhD
Library of Congress Subject Heading
S.C. Johnson & Son; Consumer behavior; Advertising; Advertising campaigns
This paper seeks to find the answer to a long-held question held by advertising agencies, creatives, and stakeholders of influential organizations, “How can we influence consumers to purchase our product?” In doing so, the writer has chosen to focus on the global consumer household products organization of SC Johnson. The paper analyzes the science and psychology of influencing consumers through advertising and subliminal messaging. In its determination to influence consumers to purchase its products, an organization strives to maintain or grow its market share in the industry, retain valuable employees, raise stock prices if publicly held, raise the perception of its image in the eyes of stakeholders, and bring life to the organization’s brand.
Kraft, Jennifer M., "Influencing Consumer Behavior through Advertising" (2014). Master's Theses, Capstones, and Projects. 100.