“For a good clean feeling, no matter what.” This line added to the end of every Orbit Gum commercial touches on the Perception aspect of characteristics that affect customer behavior. According to the book, perception is “the process by which people select, organize, and interpret information to form a meaningful picture of the world.” In this ad, the woman perceives herself as having a dirty mouth (eating a bagel off the floor, licking her shoe, pouring a flower pot’s contents in her mouth) and therefore uses Orbit Gum to her rescue. The viewer of the ad is going to relate to this as he/she most likely has a tendency to believe that his/her own mouth isn’t necessarily always feeling clean. Along with this perception issue is the direct concept of the Maslow Hierarchy of Needs. People feel that they have a physiological need to be hygienic (clean mouth), social need (can’t be around people in the office if you have bad breath), and esteem needs (she had bad esteem as she was nervously without the gum). This makes the viewer in a sense perceive his/herself as this woman as they want their needs to be fulfilled too. The last punch line of the ad stating “for a good clean feeling, no matter what” also affects the viewer’s perception as they view the ad, hear this and realize that they too need a clean mouth…no matter what.
Kelcey Simpson, Section G