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Attitudes, Intentions, and Behavior II
MKT 750Dr. West
Agenda
ABC Model of Attitudes Hierarchy of Effects ELM FCB Grid
The role of consistencyDewar’s Repositioning
The rest of the story…
Affect the way a consumer feels about an attitude object (favorable/unfavorable)
Behavior the consumer’s intention to do something with regard to the attitude object
Cognition refers to the beliefs (know) a consumer has about an attitude object.
High-Involvement Hierarchy: Cognition Affect Behavior
Low-Involvement Hierarchy: Cognition Behavior Affect
Experiential Hierarchy: Affect Behavior Cognition
Know Feel Do
Know Do Feel
Feel Do Know
Hierarchy of Effects
Involvement Paradox
The more important the product is to the consumer, the less influence advertising has on attitude
Remember, behavior is determined by perceived value
The less important the product is to consumer, the more impact marketing stimuli (e.g. packaging, jingles) have on behavior
Low-Involvement Learning
Passive Process Low motivation to process informationHabitual Behavior
Classical Conditioning Occurs when an unconditioned stimulus (bell) is paired with a conditioned stimulus (meat powder) Credit cards
Low-Involvement Learning
Passive Process Operant (Instrumental) Conditioning
Occurs when an individual learns to perform a behavior that produces positive outcomes (reinforcement) and to avoid behaviors that produce negative outcomes (punishment) Frequency marketing, coupons, etc… Remember, extinction!
Elaboration Likelihood Model
High Involvement Cognitive Belief and Behavior
Processing Responses Attitude Change Change
CENTRAL ROUTE
AD Attention and (source, message) Comprehension
PERIPHERAL ROUTE
Low Involvement Belief Behavior Attitude
Processing Change Change Change
Central Route
Opinions are sensitive to the strength/quality of information presented Ad providing relevant information or images will lead to more favorable opinions
Peripheral Route
Aad (attitude toward the ad) impacts consumers’ opinion/feelings about a productCues devoid of product-relevant information (peripheral cues) shape consumer behavior
MOTIVES FOR PURCHASING
Think Feel
Insurance Sports CarHigh Economy Cars Perfume
Tires Wine Credit Cards
INVOLVEMENT Medications
Sun-Tan Lotion PizzaLow Liquid Bleach Beer
Razors Soft Drinks Paper Towels
Foote Cone & Belding Grid
I II
III IV
Foote Cone & Belding Grid
Quadrant I: Informational approach emphasizing performance
Quadrant II: Emotional appeals linked to self-image
Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase)
Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)
Tums claims that its product is recommended by doctors more than other brands.The claim positions Tums as a leading source of calcium.
bebe, a retailer of up-scale clothing uses advertising to convey an image
Mr. Clean’s familiar face is used to introduce this new product
Target uses image advertising to build its brand
The Importance of Emotions
How are affect and cognition related?
Do thoughts precede emotions or emotions precede thoughts? Independence Hypothesis postulates separate and partially independent systems Highlights the importance of aesthetics and subjective experience
The Role of Consistency:
Cognitive Consistency Principle: We value harmony among our thoughts, feelings, and behavior Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes
The Role of Consistency:
Theory of Cognitive Dissonance:When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behaviorExample:
“I know smoking causes cancer” “I smoke cigarettes” How do smokers resolve this inconsistency?
The Role of Consistency:
Theory of Cognitive Dissonance:Explains why consumers’ evaluation of a product tend to increase after purchase, and why they seek support for their decisions.
What can marketers do to assist?
The Role of Consistency:
Balance Theory: Examines relations among triads of related attitudes
Each triad contains a person’s perception an attitude object (Pepsi) , and another person (Britney Spears) or object. The perceptions can be either favorable (+) or unfavorable (-)
People strive for relational harmony and thus alter their perceptions to create consistency.
The Role of Consistency:
Relational Harmony Person 1 Person 2
+ + - -
Pepsi Britney Pepsi Britney
Person 3 Person 4
+ - - +
Pepsi Britney Pepsi Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser Person 1 Person 2
+ + - -
Pepsi + Britney Pepsi + Britney
Person 3 Person 4
+ - - + Pepsi + Britney Pepsi + Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser Person 1 Person 2
+ + - -
Pepsi + Britney Pepsi + Britney
HARMONY Person 3 Person 4
+ - - + Pepsi + Britney Pepsi + Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser Person 1 Person 2
+ + - -
Pepsi + Britney Pepsi + Britney
INCONSISTENCY Person 3 Person 4
+ - - + Pepsi + Britney Pepsi + Britney
The Role of Consistency:
Balance Theory: Creating relational harmony
Me
Pepsi Britney
++ --
++
(-)(-) (+)(+)
Opinion Change
The need for changing consumers’ product opinions commonly occurs for mature products
After years on the market, product image, packaging, or claims may need to be updated
Aunt Jemima introduced a new, thicker light syrup to the market to improve consumers’ opinions of the brand.
Danger of Changing Opinions
Making changes to improve opinions of some people, may hurt the opinions of others
Changes designed to attract customers must be weighed against their potential for alienating other customers
Danger of Changing Opinions
Dewar’s Repositioning Declining consumption beginning in 1978
Problems with perceptions & taste Critical period for product adoption (mid to late 20s)
Decision to target youth in the late 1990s
Assignment
Finish Reading Chapters 9, 12 & 16Work on Your Project