L'eau en Inde

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During the purchase process, the consumer makes a decision.

Rosenberg, Hovland (1960) Eagly and Chaiken (1993) considers attitudes as more complex assessments of objects according to three complementary components: a cognitive component, an affective component, and a conative component. These attitudes represent the tri-component model.

In this case, logos are really important concerning the influence of consumer on purchasing products.

The first component: The Cognitive refers to the individual's knowledge and beliefs about the object, its characteristics, and the relationships it maintains with other objects. It is "what I know about the object".

Starting with the example of Toblerone, a chocolate brand from Switzerland, created by home Tabler. As part of the research, chocolate refers to different types of knowledge or beliefs, such as knowing that the Toblerone chocolate is a quality product. Thanks to the logo, the consumer has information about the product, the mountain represented is a Swiss mountain, yet we can also see a bear in the mountains, which is the symbol of the city of Berne, the origin town of Toblerone. The chocolate comes from Switzerland so it is authentic. Also, the red colour of the brand is associated to royalty and luxury and the yellow colour in the background represents happiness, power and dynamism.

Thanks to this ad, the consumer can learn more about the product and will associate the Toblerone logo with a quality and authentic product.

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Figure 3: Toblerone Logo (2013)

The second paragraph is introducing the affective component. This component refers to the feelings, emotions and affects felt by the individual for the object. It corresponds to "what the object makes me feel" and will manifest itself by an attraction or a repulsion for the object.

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Figure 4: Lançôme brand and Logo (2011)

Perfume advertising influences the consumer purchase at 50% and it is most often, the advertisement that represents the first contact that a consumer will have with its perfume.

The choice of a perfume is no longer made for its smell, but from an advertisement that seduces the consumer and prompts him to go to a store to check the scent, then buy the product if it is appropriate.

The Lancôme brand is presented in a romantic scene with a man kissing a woman, with pink colors so consumers will tend to associate the product or brand with the feelings suggested by the romantic context, the Feminity, tenderness and softness. On the advertising, the logo “Lancôme Paris” always appears so the consumers associate their emotions and feelings felt with the perfume to the logo. Consumers are influenced thanks to this association of feelings.

The consumer will buy Lancôme perfume for the emotions that it will provide to him and not for her characteristics, unlike the cognitive.

But is it the same process for each culture and each countries?

In Saudi Arabia, for example, logos and advertising are not represented in the same way, it is rare that a romantic scene on an advertising. The women who will buy this perfume will not be influenced as the same way as for Lancôme perfume. The pink color is still used to represent feminity but the culture of the country is a factor in the way of influencing the consumer. It is necessary to provoke different emotions according to the cultures, in the pub for "Voile rosé " below, the emotions felt by the consumers will be different. They feel positive emotions, which are the values of their culture.

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Figure 5: “Voile Rosé” brand and logo (2015)

Also, Observational learning reinforces the affective component through modeling. The behavioural psychologist Albert Bandura, developed the theory of Observational learning in 1960 to prove that buyer behaviour is strongly a result of the environment in which the consumer has evolved. (Bandura, 1977)

"Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors." (Solomon, 2011)

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Figure 6: Cristiano Ronaldo (2003)

For example, Cristiano Ronaldo which is a very famous and highly influential footballer is wearing a soccer jersey, with the Adidas logo as well as the fly emirates logo. When consumers, most of the time men and boys, see the clothes that wear the celebrity, they associate them with his sports accomplishments. So, if Cristiano Ronaldo wears Adidas clothes and travels through countries with Fly Emirates

company, consumers will imagine that these two brands are quality brands and will, therefore, be influenced during their purchase.

The logo also has an impact on this category of consumers because if they associate themselves with the footballer in terms of personality and want to look like him, they will buy the brand because the logo will make them look like the player. They will be recognized by other people by wearing the logo and it will create a sense of satisfaction for the consumer. And if a boy wears the same soccer jersey with the same logo as a well-known player like Ronaldo in a recreation class, his comrades will recognize it and will imagine that he is a good player too.

Nevertheless, observational learning does not affect individuals in the same way. Previously, this essay talked about the impact of observational learning on a specified category: boys and men, but is also affect women and girls in another way.

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Figure 7: Lili-rose Depp for Chanel (2016)

The luxury brand Chanel has chosen Lily-rose Depp, daughter of Vanessa Paradis famous singer and actress, and Johnny Depp, famous actor, as the new face for their perfume Chanel N.5 and to represent the brand. On the advertising, lily-rose symbolize simplicity and beauty, she is quite young so it brings young women to identify themselves to the muse. Also, Chanel N.5 is a perfume that exists since 1921, and which was most of the time addressed to older women. With this new face, the Chanel brand takes a new turn, the logo of Chanel N.5 takes