Question

The psychological bases for decision making rational, emotional and superego, accordingly marketing communication can emphasize on function, emotion and/or value for a product. Superego acts as our conscience, maintaining our sense of morality and the prohibition of taboos. It is a secondary state of mind, not existing at birth, but originating at the moment of our affirmative commitment to values, morals and ethics. The values, morals and ethics perceived by the superego are learned by the cultural surroundings in which we are raised. Drawing from the above mechanism, why Dove chose value instead of function and emotion?

Dove is a personal care brand owned by Unilever originating in the United Kingdom. Dove products are manufactured in Argentina, Australia, Brazil, Canada, China, Egypt, Germany, India, Indonesia, Israel, ...

Answer 1

We have seen that backgrounds, hobbies, professions, etc. are certainly part of our decision making on who we are and what we want to be but other than that values also draws our decisions. On one side emotional story telling is an important branding tool by targeting people by touchy stories but on the other side there are brands too which focus on value creation through quality and nurturing relationships. Dove is a brand who has preferred value over emotion and function which has made it one of the largest and most recognized brand in consumer products. In most of their commercials, they are trying to explain about their product quality with the help of testing and real-time examples. Such example have high impact on the minds of customers on the quality and value product.