Professional Documents
Culture Documents
Key Concepts
Beliefs, attitudes, & behavioral intentions Attributes Direct formation of beliefs, etc. Hierarchies of effects The attitude-towardthe-object model
The behavioral intentions model The elaboration likelihood model Balance theory Attitude toward ads Behavioral influence techniques of persuasion
Beliefs result from cognitive learning. Beliefs are the knowledge and inferences that a consumer has about objects, their attributes, and their benefits provided.
Objects are the products, people, companies, and things about which people hold beliefs and attitudes. Benefits are the positive outcomes that attributes provide to the consumer. Attributes are the characteristics of an object
A halo effect occurs when consumers assume that because a product is good or bad on one product characteristic it is also good or bad on another product characteristic.
Attribute importance
A persons assessment of the significance of an attribute. Influenced by amount of attention directed to the feature. A persons self-concept, advertising, and the salience of the attribute can influence the attention focused on the feature.
Consumer Attitudes
Attitude is the amount of affect or feeling for or against a stimulus Attitudes are stored in long-term memory Beliefs are the cognitive knowledge about an object In high involvement situations, beliefs predict attitudes.
Utilitarian Function: use to obtain rewards and avoid punishments. Ego-Defensive Function: selfprotection, e.g., smokers Knowledge Function: simplifies decisions, e.g., brand loyalty Value-Expressive Function: express identify to others. e.g., t-shirts.
Consumer behaviors consist of all the actions taken by consumers related to acquiring, disposing, and using products and services
Behavioral intentions may be defined as the intentions of consumers to behave. Usually measured on 7 or 9 point scale: low likelihood of performing behavior to high likelihood.
Direct formation is when a belief, attitude, or behavior is created without either of the other states occurring first. Hierarchy of effects occurs after a belief, attitude, or behavior is formed directly, there is a tendency for the states to build upon each other to create hierarchies
Direct belief formation corresponds to the decision-making perspective and cognitive learning. The direct formation of attitudes is linked to the experiential perspective. The direct formation of behavior is linked to the behavioral influence perspective. Operant conditioning and modeling.
Classical conditioning/associative learning-positive affect is attached to object Mere exposure--frequent exposure to stimulus increases liking for it. Derived from Butterfly effect. Moods--mood at the time of exposure to object influences feelings about object.
Strong environmental forces can directly influence behavior, such as from the design of the physical environment. Operant conditioning can influence behavior without the formation of beliefs or attitudes.
attitudes
behavior
Experiential
Behavior
Multiattribute models identify how consumers in high-involvement situations (i.e. standard hierarchy of effects) combine their beliefs about product attributes to form attitudes about various brand alternatives, corporations, or other objects.
Attitude-Toward-The-Object Model
Identifies three major factors that are predictive of attitudes:
Salient Beliefs
Strength of the Belief
Ao biei
i 1
Evaluation
Measurement issues
bi: 1 = low probability that object possesses attribute. 9=high likelihood. ei: -3 = negative evaluation of attribute. +3 = positive evaluation of attribute.
Fishbein Attitude Toward Object Model: which college will be chosen by Student Y? Ao = Sum (Bi x Ei)
University/College State U Bi 2 -4 6 18 4 -4 7 14 24 Attribute Ivy Bi 9 8 1 9 Local U Bi 5 -10 3 9 8 -1 4 8 -1
Ei -2 3 -1 2
-18 24 -3 18 21
Global Attitude Measure: Direct measure of overall affect and feelings regarding object.
Use multiple scales to measure Bad 1 2 3 4 5 Good Negative 1 2 3 4 5 Positive Dislike 1 2 3 4 5 Like Compare results of global measure to results of Attitudetoward-the-object measure.
colleagues to improve on the ability of the attitude-toward-the-object model to predict consumer behavior
Included subjective norms: how other people feel about the behavior. Assesses the consumers attitude toward the overt behavior of purchasing the product rather than toward the object itself. Use consequences of the behavior rather than attributes of object.
When consumer involvement is high. measurement must at proper level of abstraction. Cannot predict whether someone will go to church on Sunday by asking them about overall attitude toward church. Must consider subjective norms Situational factors Other brands/objects Attitude strength Mere measurement effect: just asking intention to buy increases likelihood of buying. When measured close in hierarchy to behavior. Surface traits are much like global attitude measures.
Central
The Central Route to persuasion is when the consumer has highinvolvement information processing The Peripheral Route to persuasion is when the consumer has lowinvolvement information processing
Moves through the high involvement hierarchy. The consumer attends more carefully to the message being received and compares it to his or her own attitudinal position. Likely to generate a number of cognitive responses to the communication Central Cues refer to ideas and supporting data that bear directly upon the quality of the arguments developed in the message
Consumer moves through the low involvement hierarchy. Cognitive responses are much less likely to occur, because the consumer is not carefully considering the pros and cons of the issue. Peripheral persuasion cues include such factors as the attractiveness and expertise of the source, the mere number of the arguments presented, and the positive or negative stimuli that form the context within which the message was presented (e.g., pleasant music, source attractiveness, source trustworthiness, etc.) Truth effect. Repeat something often enough, people will come to believe it.
Weak arguments
Balance Theory . . .
. . . proposes that people have a preference to maintain a balanced state among the cognitive elements if these elements are perceived as forming a system .basic rule: multiplication of the signs of the relations must come out with a positive sign.
tactics engaged in by one person to make himself or herself more attractive to another. *Similarity *conforming to wishes *offering gifts *express liking *ask advice
Positioning/differentiation: position brands based upon key attributes. Environmental analysis: assess and manipulate environment to implement behavioral influence approach. Market research: employ to identify salient attributes and key benefits, measure attitudes, and predict behavioral intentions Marketing mix: identify benefits sought by consumers and develop products to provide them. Develop promotions to communicate to consumers key attributes, to influence beliefs, attitudes, and behaviors. Segmentation: Employ benefit segmentation by identifying target markets desiring specific product benefits.