Use of transactional analysis to choose between a celebrity, a cartoon and a non-celebrity endorser of a brand in optimal delivery of the brand message to the end-consumer in FMCG markets the brand message to the end-consumer in FMCG markets

Abstract

Transactional Analysis Theory, a psychoanalytic theory, is popular for its analysis of ego states, in both the sender and the recipient of a message. Humans, according to this theory, have been known to exhibit three ego states, namely, the Adult, Child, and the Parent. The basis of communication here is seen in that the message is delivered from one ego state of the sender to the same or different ego state of the recipient. Applying the same theory to advertisements, it can be said that brands or organizations use drivers in an ego state to deliver their message to the audience in another ego state.