Unveiling Consumer Attitudes Toward 'The Lazy Farmer' Through Paradox in Branding
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This study explores the impact of paradoxical expression on consumer attitudes in the field of marketing communication. Paradox is a rhetorical technique that conveys a truth within contradictory statements. In a paradox, a contradiction arises within the language itself (the expression). By presenting mutually contradictory statements together, it evokes a special meaning. This method indirectly expresses the intended message, inducing deeper thinking and inference of meaning by the listener or reader. In marketing, such paradoxical expressions can be utilized in various ways, including brand names, advertising slogans, and social media content. This research examined how consumer responses differ according to their level of need for structure motivation when brand names use paradoxical expressions. The methodology employed was an experimental approach, analyzing the preference and behavioral intention for paradoxical brand names among two groups of consumers with different levels of need for structure (low vs. high). The results indicated that consumers with a low need for structure were more inclined to favor brand names employing paradoxical expressions and demonstrated higher purchasing intentions compared to consumers with a high need for structure. This finding suggests that paradoxical expressions can play a significant role in the consumer information processing and attitude formation process. Moreover, this study points out that despite the active use of rhetorical expressions like paradox in marketing practice, academic research on the subject is relatively scarce. This highlights the need for a deeper understanding of the impact of rhetorical techniques on brand awareness, consumer attitudes, and the decision-making process. The results and insights of this research not only contribute to filling this academic gap but also lay the groundwork for providing guidelines on the use of rhetorical expressions like paradox in formulating marketing strategies. This research paves the way for future researchers to explore the various possibilities of applying rhetorical techniques and to deepen the understanding of their impact on consumer perceptions and behaviors. Through this, it may promote the development of new strategies and methodologies to maximize the effectiveness and efficiency of branding communication.
Abstract
This study explores the impact of paradoxical expression on consumer attitudes in the field of marketing communication. Paradox is a rhetorical technique that conveys a truth within contradictory statements. In a paradox, a contradiction arises within the language itself (the expression). By presenting mutually contradictory statements together, it evokes a special meaning. This method indirectly expresses the intended message, inducing deeper thinking and inference of meaning by the listener or reader. In marketing, such paradoxical expressions can be utilized in various ways, including brand names, advertising slogans, and social media content. This research examined how consumer responses differ according to their level of need for structure motivation when brand names use paradoxical expressions. The methodology employed was an experimental approach, analyzing the preference and behavioral intention for paradoxical brand names among two groups of consumers with different levels of need for structure (low vs. high). The results indicated that consumers with a low need for structure were more inclined to favor brand names employing paradoxical expressions and demonstrated higher purchasing intentions compared to consumers with a high need for structure. This finding suggests that paradoxical expressions can play a significant role in the consumer information processing and attitude formation process. Moreover, this study points out that despite the active use of rhetorical expressions like paradox in marketing practice, academic research on the subject is relatively scarce. This highlights the need for a deeper understanding of the impact of rhetorical techniques on brand awareness, consumer attitudes, and the decision-making process. The results and insights of this research not only contribute to filling this academic gap but also lay the groundwork for providing guidelines on the use of rhetorical expressions like paradox in formulating marketing strategies. This research paves the way for future researchers to explore the various possibilities of applying rhetorical techniques and to deepen the understanding of their impact on consumer perceptions and behaviors. Through this, it may promote the development of new strategies and methodologies to maximize the effectiveness and efficiency of branding communication.
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