Chapter 8 - Consumer Attitude Formation and Change

Attitude-toward-behavior model is the attitude toward behaving or acting with respect to an

object, rather than attitude toward the object itself.
Trying-to-consume model theory designed to account for the many cases that reflect the
consumers attempt to consume (or purchase).

Attitude-toward-object model is function of the presence of certain beliefs or attributes.

Attitude-toward-consumer model
Attitude-toward-the-ad model is a model that proposes that a consumer forms various
feelings (affects) & judgments (cognitions) as the result of exposure to an advertisement,
which directly affect the consumers attitude toward the ad and attitude toward the brand.

Chapter 9 Communication and Consumer Behavior

Deceptive advertising is promotional ads using false or misleading claims to attract

consumers

Positive message framing is stating the benefits gained by using specific product

Corrective advertising is a message ads run in order to right an incorrect impression given
by the companys previous ads.

Comparative advertising is a claim of product superiority over another brand, may be

explicit or implicitly identify the competitors. Ex: Pepsi and Coca-Cola.

Negative message framing is stating benefits to be lost by not using the product.
Primacy effect is the tendency for the first item presented in a series to be remembered more
easily. Ex: if given long list of items, we are more likely to remember the first ones.

Repetition is the simple repeating of a word or phrase in the ads to stress importance.
Recency effect is the principle that the most recently presented item will be remembered
more easily. Ex: if given long list of items, we are more likely to remember the last ones.
Positive message framing A favorable outcome to a specific behavior that strengthens the
likelihood that the behavior will be repeated.

Advertising resonance is defined as wordplay, often used to create double meaning,

combined with relevant picture.

Impersonal communication channel are mass-media such as TV or newspaper.

Interactive impersonal channel are done through new media such as mobile phones or
interactive TVs.
Interpersonal communication channel are direct conversations, divided into 2.
Formal - between sales person/ marketer and customers.
Informal - between two friends or family member.
Chapter 10 The Family and its Social Class Standing

Family life cycle:

Bachelorhood - young single adult living apart from parent
Honeymooner - young married couple
Parenthood - married couple with at least one child living at
home
Post-parenthood - older married couple with no children living at
home
Dissolution - one surviving spouse

Lower class are people who earns $35,000 or less annually. They are
usually more brand loyal to avoid mistakes in switching to unfamiliar
brands. High-percentage income is spent on food.
Middle class is people who earns about $25,000 to $85,000. Usually are
status/ prestige driven, thus buying products as status symbol.
Upper class is people who earns above middle class people. Usually have
luxurious lifestyle and hi-end products.

Subjective measurement is a measurement of social class based on

individuals self-perception.

Geodemographic clustering is a technique that combines geographic

and socioeconomic factors to locate concentration of consumers with
particular characteristic.

Intergenerational brand transfer is consumer behavior that is passed

down from their parents. Ex: mother consistently uses Royco seasoning
for food, when child grows into adult, he/she also uses Royco for food
seasoning.
Syncratic decision-making is a joint decision-making made by both the
husband and wife.
Status consumption is consumer behavior of seeking to purchase goods
& services for the status they confer (wanted) regardless of their current
income or social class.

Chapter 13 Cross-Cultural Consumer Behavior: An International Perspective

Global brand are products that are manufactured, packaged and positioned the same way
regardless of the country in which they are sold.
They have: quality signal, global myth & social responsibility

Acculturated brand are products that have been modified to adapt more with the designated
country.

Subsidiary brand

National brand are products distributed, sold, and known nationally. Ex: Levis is national
brand for jeans and Del Monte is national brand for food products.
Country-of-origin effect is consumers awareness about particular firm or brand name
association with particular country. Can be separated into country of design, assembly, and
parts. Country of parts have strongest influence.
(e.g France= wine, fashion, perfume. Italy= pasta, designer clothing, furniture, shoes,
sport car. Japan= cameras, consumer electronic. Germany= cars, tools, machinery)

Localized strategy is a strategy that customizing both product and communications

programs by area/ country when conducting business on a global basis.

Glocal branding refers to brand/ company that are both global and local. That is by
including a blend of standardized and local elements to get benefits of each strategy

Cross-cultural analysis the effort to determine to what extent the consumers of two or more
nations are similar or different.

Consumer ethnocentricity is a belief held by people that the goods made by their own
country are better than those from other countries.
Global citizen is people who have positive attitudes toward international brands, usually see
these brands as higher qualities. Concerned with corporate responsibility (CSR) toward local
country.
Global dreamer is also people who have positive attitudes toward international brands. But
less concerned about corporate responsibility (CSR) toward local country.
Global indifference

Antiglobal is people who have negative view toward international brands, especially brands
that preach American values.

Global agnostics are people who dont base their decisions on origin of the brands.

Global brands viewed in 3 characteristics: quality signal, global myth, and social
responsibility.

International prestige

Cross-cultural analysis is a research to determine the extent to which consumer of two/more

nations are similar in relation to specific consumption behavior

Framework for assessing multinational strategies: global, mixed, local

(slide no. 33)

Homogenous

Individualistic