Exoticism is commonly used in advertising as a major source of desire to stimulate consumption. By applying exotic images to advertisements, generated by far-away countries, unusual cultures, mysterious animals, and utopian worlds, communicators and creators hope to attract consumers’ attention and illicit positive associations. Dr. Gérald Mazzalovo, Sasin Research Fellow, and Jerome Hervio, CEO and Founder at Stamina Asia, launched a survey project to understand better why and how exoticism can be used successfully by brands. They explored the use of exoticism in advertising at Sasin Research Seminar titled “Respective Appeals of Various Types of Exoticism: Consumer Focus Group Report.” Dr. Mazzalovo and Hervio conducted quantitative surveys with 400 online questionnaires, interviews with four executives involved in consumption and communication, and two focus groups of Thai consumers (13 participants). The consumers are requested to declare their preference for five modalities of exoticism: spatial (real and figurative distance), temporal (past and future), mobility (travel), cognitive (mystery, magic), seduction (romance, erotism, sex), including 4 types of representation of exoticism: staged, induced, latent and absent. The research focuses on two product categories, fragrances and watches. Advertising images have been created by image AI generators to avoid the pitfall of known brand influences on consumer preferences. The quantitative research tested eight hypotheses centered on consumer attitudes toward different modalities of exoticism. The general assumption is that consumers develop positive attitudes and overall liking toward the five modalities. It was found that different modalities of exoticism have varying impacts in terms of preference, overall liking, relevance, and uniqueness. For instance, spatial modalities are easy to understand and have an obvious relationship with exoticism, leading to high expected preferences among consumers. Overall, consumers tend to prefer induced exoticism over staged exoticism and exhibit a positive attitude toward diversity. Thai consumers, in particular, have limited awareness of the notion of exoticism but maintain a generally positive attitude. Additionally, the aesthetic treatment of advertisements, including composition, colors, and lighting, significantly influences preferences. These findings summarize the key insights from the quantitative research on the impact of exoticism in marketing appeals. The key findings of the report reveal that consumer reactions to exoticism are highly individual. The five modalities of exoticism—spatial, mobility, seduction, cognitive, and temporal—each generate varying levels of interest depending on the product category and target group. While every modality presents unique opportunities, it has its limitations. For the spatial modality, its opportunity lies in its classical association with exoticism, embodying the core elements of the unknown and far-away places. However, its limitation is that the environment must align with the product, such as the scent of nature or beach-related products like waterproof items. The mobility modality shares similarities with spatial, as opportunities arise from the sense of preparing for travel and the unknown, which naturally evokes interest. The limitation here is that the product must be versatile enough for various occasions, given the unpredictability of travel. The seduction modality offers opportunities through its universal appeal, as attraction is a strong driver for most human beings. However, its limitation is that focus on specific characters can hinder consumer-model identification, drawing attention away from the product itself. The cognitive modality (mainly mystery) presents unlimited opportunities, as its interpretations are boundless. Yet, this abundance of possibilities is also its limitation, as too many interpretations can lead to confusion or a lack of clarity in messaging. Finally, the temporal modality’s opportunity lies in its connection to the past, which can evoke nostalgia, or when focused on the future, it approaches the cognitive modality. Its limitation is specific to Thai consumers, for whom the past is often associated with poverty, death, or violence, making nostalgia an uncommon preference. Additionally, the future is perceived as uncertain, reducing its appeal. Preference is influenced by self-relevance, which is assessed through personal evaluations like, “I would like to be part of the world presented in this image.” The impact of exoticism varies by product category; for instance, women’s fragrances often evoke feelings of mystery, distance, and seduction, while men’s fragrances are associated with travel, adventure (both past and sci-fi), and seduction. Demographic factors such as gender, generation, income level, region, and travel habits further affect the effectiveness of these modalities. Men generally respond more to geographical distance and mystery, while women are more sensitive to seduction. Younger generations are more receptive to radical modalities like cognitive exoticism, and individuals who travel or plan to do so show greater sensitivity to all modalities, especially spatial and mobility. Seduction is an established communication mechanism, typically resulting in above-average preference, while cognitive modalities depend heavily on execution, leading to below-average preference. Additionally, temporal references to the past can sometimes evoke negative feelings, as expressed in sentiments like, “I would not like to be part of the world presented in this image. Dr. Gérald Mazzalovo’s book, EXOTICISM, Brands & Society: Ethics and Aesthetics of the Diverse, which includes an analysis of survey results, will be published this year. Article Credit: Stamina Asia (2023). Respective Marketing Appeals of Various Types of Exoticism – Consumer Focus Groups Report. March 2024.