Red Bull has been very effective in it's use of arousal to activate the consumer decision making process. Environmental arousal is an important tool used by Red Bull to create arousal with its customers and their decision making process. By situating its product in certain environments, this being through its sponsorship of extreme sporting events and endorsements of celebrities, it creates a situational cue for the consumer, brought upon by a response to stimulus. Red Bull's consumers are aroused by their want to feel the rush and excitement that is associated with the brand through its effective use of brand personality. Red Bull has also been able to arouse and activate the consumer decision making process through the use of it's seemingly unconventional advertisements. Red Bull makes use of increasingly audacious marketing tactics in order to arouse its consumers want for its product (Helm, 2005 ,para 1). For an example, their association with the record breaking skydive by Austrian Felix Baumgartner. Through this association Red Bull has aroused the consumer decision making process by creating a need to be fulfilled by the customer; to be able to feel the rush and excitement the product is associated with while at the same time gaining the benefits of increased energy that come with consumption of the product, and providing them with a suitable product to satisfy their needs.
It is also through this brand personality and brand awareness that has allowed for Red Bull to be successful in entering the evoked set of consumers. Since the brand was first established in 1987, brand development has been heavily invested in, with over 30% of revenue spent on the marketing of Red Bull (Dolan, 2005, para 5). Through research, it has been recognised that the majority of Red Bull's consumers share similar personality traits, and by invoking these shared traits, Red Bull has been able to appeal to consumers by enticing them with its particular and specific forms...