To explain The Prestige using consumer behavior theories and the framework of internal and

external influences, let's break down its relevance to key concepts in consumer psychology:

1. Internal Influences on Consumer Behavior

a. Motivation (Maslow’s Hierarchy of Needs)

 Application in The Prestige: The audience of a magic show seeks excitement and
entertainment, addressing their psychological need for self-actualization (the desire for
unique, peak experiences).

 Consumer Behavior Insight: People are motivated to engage with brands or products that
fulfill their higher-order needs, such as creativity, novelty, or self-expression.

 Example in Marketing: Luxury or experiential brands like Rolex or Disneyland play on this
same motivation by offering unique, awe-inspiring experiences.

b. Perception (Selective Attention and Perceived Value)

 Application in The Prestige: The audience perceives the magic trick as valuable because they
don’t know the secret behind it. The magicians carefully direct attention, manipulating
perceptions.

 Consumer Behavior Insight: Perceived value shapes purchase decisions. For example, a
product with sleek packaging and marketing is often perceived as superior, even if the actual
quality is the same as competitors.

 Example in Marketing: Apple's minimalist packaging and store design build a perception of
innovation and quality.

c. Curiosity and Cognitive Dissonance

 Application in The Prestige: The audience’s curiosity about “how the trick works” keeps
them coming back. If the illusion fails, cognitive dissonance (a mismatch between
expectations and reality) diminishes satisfaction.

 Consumer Behavior Insight: Brands can sustain consumer interest by fostering curiosity, but
they must ensure the actual experience meets expectations to avoid dissonance.

 Example in Marketing: Mystery boxes or teaser campaigns for product launches (e.g.,
Marvel's movie trailers) evoke curiosity.

d. Learning (Classical and Operant Conditioning)

 Application in The Prestige: The repeated exposure to tricks trains the audience to expect
certain levels of amazement, reinforcing their loyalty to specific magicians.

 Consumer Behavior Insight: Consumers learn to associate positive emotions with brands
through repeated exposure (classical conditioning) and rewards like loyalty programs
(operant conditioning).

 Example in Marketing: Starbucks' rewards program reinforces customer loyalty by providing

tangible rewards for frequent purchases.
2. External Influences on Consumer Behavior

a. Social Influences (Reference Groups and Social Proof)

 Application in The Prestige: The audience’s reaction influences individual perceptions—if the
crowd is amazed, individuals are likely to feel the same due to social proof.

 Consumer Behavior Insight: Consumers are heavily influenced by the opinions and behaviors
of others, especially in social settings.

 Example in Marketing: User reviews and influencer endorsements serve as social proof,
shaping consumer decisions.

b. Cultural Influences (Symbols and Rituals)

 Application in The Prestige: Magic shows were a form of cultural entertainment in Victorian
society, reflecting societal values of spectacle and mystery.

 Consumer Behavior Insight: Cultural norms and values shape what consumers find appealing
or necessary.

 Example in Marketing: Coca-Cola's Christmas campaigns leverage cultural symbols to evoke

nostalgia and holiday cheer.

c. Economic and Situational Influences

 Application in The Prestige: Access to magic shows (and thus amazement) is limited by
factors such as ticket prices and location, creating exclusivity.

 Consumer Behavior Insight: Situational factors, such as price, availability, and time
constraints, influence consumer decisions.

 Example in Marketing: Brands like Hermès leverage exclusivity and high price points to
create perceived scarcity and desirability.

d. Marketing Communication (Message Framing and Persuasion)

 Application in The Prestige: The magicians frame their performances as extraordinary and
one-of-a-kind, using mystery as their unique selling proposition.

 Consumer Behavior Insight: The way a product or service is framed influences consumer
perception. Emotional appeals or emphasizing exclusivity are common tactics.

 Example in Marketing: Tesla’s “secret master plan” and limited production of vehicles create
intrigue and aspirational value.

Consumer Behavior Theories in Action

Theory of Planned Behavior

 Application in The Prestige: The audience’s belief in the magician’s skill (attitude), the
influence of others enjoying the show (subjective norm), and the accessibility of the show
(perceived behavioral control) determine whether they attend.
  Consumer Behavior Insight: Purchase intentions are shaped by attitudes toward a product,
social influences, and perceived ease of purchase.

Elaboration Likelihood Model (ELM)

 Application in The Prestige: Audiences may use both central and peripheral routes of
persuasion. A deeply engaged viewer (central route) analyzes the trick, while others enjoy
the show for its spectacle (peripheral route).

 Consumer Behavior Insight: Marketers must cater to both engaged consumers who seek
detailed information (e.g., tech specs) and less involved consumers drawn to aesthetics or
emotional appeals.

Summary

 Internal influences like motivation, perception, and curiosity drive the audience's
engagement with magic tricks and, by extension, with brands offering mystery and
excitement.

 External influences like social proof, cultural norms, and exclusivity amplify their experience,
shaping their overall perception and loyalty.

 By combining these insights with theories like the Theory of Planned Behavior or ELM,
marketers can design strategies that captivate and retain consumer interest, just as
magicians keep their audience spellbound in The Prestige.