From Esteem to Safety, Perceived Financial Risk and Advertising

Have you noticed the plethora of ads these days that note the economic struggles facing consumers?

This Sunday, Hyundai will air 5 spots during the Superbowl, including one that touts its no-risk guarantee - the Hyundai Assurance program. This article from MediaPost highlights the Superbowl buy and the focus of the ads.

Even luxury brands are now emphasizing the financial concerns of consumers in ads. Lexus, for instance, notes its resell value in ads, rather than the joy and pleasure or even reliability associated with owning a Lexus. Now Lexux has always pointed out to consumers that it is a better VALUE than other luxury car brands. But the latest group of ads goes farther.

The economy is on everyone's minds these days. Risk plays a role in consumer's purchase decisions. There's functional risk, social risk, psychological risk - and yes - financial risk. The new crop of ads with guarantees like Hyudai's Assurance program speak directly to the perceived financial risk consumers are facing.

They also acknowledge a shift down Maslow's hierarchy of needs for many consumers. Instead of hanging around the ego-driven esteem level, many primary consumption decisions are now motivated by safety needs - a lower level of the hierarchy.