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Information Search: AER Using Influencers

This week in Consumer Behavior we covered the topics of information search and alternative evaluation in the process of decision making. The area of discussion that I found most valuable and interesting was the importance of external search through the internet, personal sources, independent sources, and product trial, and how a company can influence the consumer through these external search pathways.

Consumers are always recognizing problems in their daily lives, whether it be with products they already own, or something they need to fill a void the is currently not being met. To help search for information to solve these problems consumers can use internal end external search tactics. These tactics can be internal, such as past searches in memory, personal experiences, or external, such as testimonials from friends, independent sources online or offline, marketing sources, or product trial. All of these sources could be offline or online, but with the rise of the internet in the recent years, online information search is becoming more and more important for consumers, and companies alike. Especially today, companies need to focus on how their product or service can create a meaningful experience for the consumer. Even in the information search process, companies need to emulate this experience in their searches made by consumers. By simulating an experience with their products, companies can evoke similar emotions in the mind of the consumers as when they would physically use the product. The consumer will want to replicate these feelings by purchasing the product.

Influencers in Marketing

Image result for influencersOne very successful way companies can evoke feelings through information search is by using influencers online. An influencer is an individual who has the power to affect purchase decisions because of their knowledge, status, authority, or position with their audience. They usually have a large following who they actively engage with on social media platforms. Especially millennials today look to influencers in the media to guide them with their purchase decisions. which can prove to be tremendously effective.

AER using influencers


One company that uses influencer marketing to attract target consumers and increase sales is AER. This minimalist travel bag company uses bloggers and content creators to guide purchase decisions. What AER does is send a sample of their product to the influencer, in exchange for them making a video or blog post that will be seen by thousands of people, if not hundreds of thousands. The influencer will give a run down of the product visually and their thoughts on it. Additionally they may provide a limited time offer of a coupon code for a percentage off the purchase price. Since the influencer holds so much clout with their viewers, this tactic can have a big impact on successful sales.

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