Conclusion on the Research Findings
The questions to be answered were the following:
- by analysing environmental stimuli can we predict physical and psychological states?
- Are certain physical & psychological states linked with particular preferences and communication codes?
- are the advertising campaigns which use the rules as derived from the Model more effective and efficient?
Regarding the first question, the Delphi and the Focus Group research indicate, that we can predict physical and psychological states by analysing the environmental stimuli.
- According to the first questionnaire and the focus group research, both the natural and the artificial environment influence ones person’s physical state.
- Georgiou and Mrs Paulatou, include in the meaning of the word environment both the natural and the artificial surroundings.
- Additionally, according to them, advertising could instantly lead message receiver to an artificial environment.
- All three-research methods indicate that certain environmental stimuli are linked with certain physical states as derived from the Integrated Model. For example, during the winter people feel more cold and moist, while, during the summer they feel hot and dry.
- Regarding the psychological involvement, Mrs. Paulatou believes that contemporary people, who live in an urban of a technologically developed society –where the climate is calm- are more stressed, and their physical states are more influenced by psychological factors than environmental climate.
Regarding the second question, the research indicates, that there is a link between certain physical & psychological states with particular preferences in products and with responses to certain communication codes.
For example as derived from the first questionnaire, and the Delphi and the Focus Group research, when people feel hot & dry, need to get something from the opposite condition cold & moist. Statistics and monthly turnover statements prove that people consume more hot and dry food during the winter and more cold and moist food during the summer. Or when for example one person feels hot & dry, usually, prefers to see blue colour or alternatively yellow than red, to be close to a swimming pool than to a fireplace, and to listen to a music with a lower tempo, lower pitch and smaller amplitude.
Finally, regarding the advertising campaigns, the findings of the second questionnaire and the Delphi and the Focus Group research indicate, that those of the emotional advertising campaigns, which apply the rules as derived from the Model are the most successful. That is basically, if message designers aim to keep a certain state of the message receivers, they should use analogous elements of the particular state. However, if they aim to change a certain condition, which is in excess in order to lead in a balanced state, they should use elements of the opposite condition.
As a conclusion, we can see, that several environmental stimuli such as the natural environment and the climate, the artificial environment and the various codes of communication together with the impacts of the interpersonal relations, influence our emotions, and accordingly they develop certain preferences and responses.
Marketers having the Integrated Model based on the Hippocrates theory of Four Humours as a tool while planning their strategies, could either adapt the product’s 4 P’s in order to make it more attractive under certain environmental conditions and environmental changes, or they could adapt the artificial environment in a certain way, so to develop particular physical states and consequently to drive people’s preferences.
The Model can be developed further by adding more set of stimuli, like sounds, shapes, motions, words, etc.