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  • Set the scene
  • We can finally get rid of this thing
  • Its about dang time
  • Need recognition
  • we dont need all that room
  • Its so ugly, and its bad on gas
  • Ill pick out some good looking cars with good gas mileage
  • Lets do some research
  • I love the red one
  • Joe and Amy's three kids are now finally in college. When the kids were young they needed a big van to drive around their huge family. Now that the kids are gone they need a car fitting for just the two of them and their small suburban house.
  • Im not a big fan of the other ones
  • This is a perfect car
  • After a few weeks of all their kids out of the house, they both realized how much of a hassle that van is. It takes up too much gas, there's no need for that much extra room, and it's ugly. They realized a new car is a solution to their problems by finding their product stimuls
  • Doing external information search they found out that the red convertible was safe, and got good gas mileage. From internal information, they remember their friends got the same car and it treated them very well and it saved gas money while looking good. They had no evoked set because they found the one and only car they loved.
  • They evaluated their decisions and decided on the red one. With the external and internal information, they found they picked the safest and best one which was the red car. Not only was it better the red car was cheaper and it was their go-to car brand.
  • Just by seeing the car, Amy gained a psychological ownership for the car because she loved it so much. After that they both decided to finally buy the red car.
  • After buying the car both of them did more research that reinforced their satisfaction in buying the red car, and they both tried to limit what they look for so they don't second guess their purchase
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