Psikologi KonsumenPertemuan 22 & 23

Matakuliah : L0064 / Psikologi Industri & Organisasi 1Tahun : 2007 / 2008

Learning ObjectivesAfter reading this chapter, you should be able to:1. Describe the scope of consumer psychology,

what consumer psychologists do, and where they work

2. Describe the research methods used by consumer psychologists

3. Describe the nature and scope of advertising4. Explain the relationship between consumer

behavior and motivation

Types of Advertising• Consumer awareness

– Create and maintain public awareness of company and products

• Product image – Differentiate product through images, symbols or

feelings• Institutional advertising

– Company is good neighbor and public benefactor• Informational advertising

– Help consumer make more intelligent choices• Advertising placement

– Selection of medium

Consumer Psychologists• Consumer psychologists are concerned

with the interactions between consumers and organizations

• A survey of consumers reported– 54% deliberately avoided over-hyped products– 60% had more negative attitude about

advertising than in past– 61% thought exposure to ads was out of control– 69% were interested in ad blockers– 45% felt marketing detracted from quality of life

Research Methods• Surveys and public opinion polls• Focus groups• Motivation research• Behavioral observation of shopping• Brand identification and preference research• Testing reactions to advertising

Research Methods• Surveys and public opinion polls

– Subject to intentional and unintentional distortion– Telephone survey response rates declined

significantly since caller-id and Do Not Call lists– Online surveys growing in use due to cost

effectiveness and ease of use• Focus groups

– Paid participation of 8 to 12 group members who meet to describe their reactions to products, advertisements, or issues

– May be face-to-face or virtual meetings

Research Methods• Motivation research

– Developed by Ernest Dichter (1907-1992)– Helped General Mills gain consumer acceptance of

instant cake mixes by having consumers add fresh eggs to make them feel they were doing something

– Projective tests like the Rorschach help understand behavior – still low in reliability and validity

• Behavioral observations of shopping behavior– Most accurate method for gauging consumer

behavior– Observe actual behavior– Costly, time consuming, lacks experimental control

Research Methods• Brand Identification and Preference

Research– How well consumers recognize, identify, or

recall products– Studies consistently show that most people

cannot tell product brands apart without labels or distinctive packaging

– Researchers have concluded that many consumer preferences and loyalties are based on factors other than the product’s taste or other intrinsic qualities

Testing Reactions to Advertising

• The most direct approach is to ask people for their reactions to an advertisement

• It is necessary that the respondents be a representative sample of the population for whom the product is intended.

• Aided recall technique - A test of advertising effectiveness to determine the extent to which ad content can be recalled. The interviewer aids the recall by asking specific questions.

Testing Reactions to Advertising

• Recognition technique - A technique for testing advertising effectiveness by asking people if they recognize a particular ad, where they saw it, and what they can recall about it.

• Physiological measures - Because TV commercials are designed to elicit an emotional response in viewers, physiological measures of those emotions are an effective way to measure a commercial’s effectiveness– Electromyography (EMG)

Testing Reactions to Advertising

• Sales test technique - A way of testing the effectiveness of an advertising campaign by introducing the new advertising in selected test markets

• Coupon returns - The effectiveness of magazine and newspaper advertising can be tested by evaluating coupon returns– Coupon returns may indicate the attention

getting value of an ad, but they do not provide a direct measure of the ad’s impact on sales

The Nature and Scope of Advertising• Types of advertising• Types of appeals• Trademarks• Product image• Product packaging• Sex in advertisements• Effectiveness of advertising campaigns• Advertising on the web

Types of Advertising Appeals• Celebrity endorsements

– Significant decrease in star’s credibility as number of products endorsed increase

• Positive and negative appeals– Positive appeals suggest something good will happen to you

if you use the product, while negative appeals indicate something bad will happen to you if you do not use product

– Negative appeals are effective for certain types of products, but they do not work when the consequences are overly unpleasant

– Shock appeals significantly increase retention and recognition

• Implied superiority – The superiority of one product over its competitors is not

stated directly but is inferred by the consumer

Trademarks• A familiar trademark can facilitate advertising

because it serves as a symbol of the feelings and images associated with the product

• Some trademarks become generic for a category of products– e.g., Kleenex, Fedex, Xerox

• Some mistakes…– Chevy Nova marketed in Mexico means “doesn’t

go” in Spanish – “Finger lickin’ good” means “eat your fingers off”

in Chinese– “Nothing sucks like an Electrolux….”

Product Image• Image is the ideas, thoughts, and feelings we

associate with that product’s “personality”• Sometimes product image is transmitted by a

symbol• The most difficult problem in developing a product

image is determining the qualities that will attract potential buyers– Group interviews– More objective approach is an adjective checklist

Product Packaging• Package is that part of the product consumers

see at the critical point of sale; the moment when they decide to purchase it or not

• Consumer attitudes are often shaped not by the quality of an item but by the wrapping in which it is offered

• A package must reinforce the product’s image or personality as established by its ad campaign

• Packaging accounts for more than one-third of the cost of most supermarket items

Sex in Advertisement

• The value of sexy images in ads has been accepted on faith, with little empirical research support

• Sex appeal does have a high attention-getting value

• The ad’s content featuring sexy pictures is normally read more often by members of the same sex as the picture

• Low recall for ads with sexy images• People enjoy looking at the adds, but do not

remember the product

Effectiveness of Ad Campaigns

• Research on TV ad campaigns consistently shows that most people dislike commercials

• Viewers typically watch less than half of the commercials broadcast

• Three types of viewers have been identified:– Channel nomads – surf looking for interesting show– Mental nomads – multi-tasking while watching TV– Physical nomads – watch bits of shows as they pass

from room to room

Effectiveness of Ad Campaigns

• In one study, participants forgot one third of what they had seen immediately afterward.– Forgot or misunderstood 75% by next day

• Recall for ads in movie theaters higher than for TV commercials

• Ads people liked were easier to recall than those they did not like

• The effectiveness of ad campaigns can be influenced by the context in which the ad appears

Advertising on the Web• The Internet is providing a new way for

advertisers to spread their messages– The effectiveness of banner ads is still

undetermined

• 40% use internet primarily for shopping• Men shop online more often than women• Convenience and price reported as major

advantages of online shopping• Complexity of website has negative effect on

ad effectiveness• 85% frustrated with internet customer service

Consumer Behavior and Motivation• Brand placement• Buying habits and brand loyalty• Product pricing• Advertising to ethnic groups• Advertising to children and adolescents• Advertising to older persons• Advertising to the gay community

Brand Placement• Advertising within the context of a show or event

– Budweiser ad on a race car– Chevrolet Corvette in a movie

• Studies indicate when lead character in a movie is shown using a product, viewer recall of that brand increases

• Affects both children and adults

Buying Habits and Brand Loyalty• Many of the stores in which we shop and

the products we buy are selected on the basis of habit

• Studies show consumer loyalty to major brands can remain unchanged up to 8 years– Parents pass loyalties on to their children

• It can be difficult to distinguish between buying habits and brand loyalty

• The consumer is relatively impervious to ads for competing brands

Product Pricing• The price of a product can be an important

influence on buying behavior, independent of advertising and the quality of the product

• Consumers frequently believe higher price means higher quality

• However, some consumers do not pay attention to price, particularly for staple items such as cereal, coffee and soft drinks, and cannot accurately report price

Advertising to Ethnic Groups• Research shows that ethnic groups differ in terms

of consumer values, attitudes, and shopping behavior

• Blacks – Spend more money than do Whites with

comparable incomes for clothing, food, housing, and medical care

– General distrust of advertising, although greater trust for ads in Black-centered media

– Family and friends important source for buying decisions

– Look to media and movies for styles that indicate success

Advertising to Ethnic Groups• Hispanics

– Largest U.S. minority group– Show positive attitudes toward advertising – Those fluent in English still like to watch TV in

Spanish– Large organizations have made direct appeals in

Spanish

• Asian-Americans– Fastest growing segment of U.S. population– Typically affluent, well educated, and likely to hold

high-tech jobs– Focus on quality and remain loyal

Advertising to Children and Adolescents

• The 4 to 12 age group contains approximately 35 million children with control over some $15 billion in disposable income

• Major spending categories are shoes, clothing, breakfast foods, soft drinks and snacks

• Primary method of advertising is through electronic media

• Children exposed to 40,000 commercials a year• Children 2 to 18 spend almost 40 hours a week

with some sort of electronic medium

Advertising to Children• Marketing to children uses techniques such as

– Placing products on lower supermarket shelves, – Airing cartoon commercials on children’s TV programs,

and – Distributing in schools pencils, magazines, and book

covers featuring a product’s name or logo

Advertising to Adolescents• Teenagers spend an estimated $30 billion

a year on clothing, cosmetics, and other personal items such as video and audio tapes and CDs

• They have also assumed responsibility for a great deal of routine household spending

• Advertisements oriented toward children under 18 are controversial, and many parents and consumer groups have voiced their complaints

Advertising to Older People

• Currently 76 million consumers over age 50– Expected to constitute more than one third of the

population by 2020

• People over 50 have half the discretionary income in the United States– Those over 65 have twice the discretionary income

of 25-34 year olds in prime earning years

• Retired people over 65 are a large market for clothing, home furnishings, travel, entertainment, and health care products and services

Advertising to the Gay Community

• Gays and lesbians are better educated and more affluent than the general population

• They tend to prefer shopping from “gay friendly” organizations

• Generally do not believe advertising and describe most of it as condescending to gays and lesbians

• Prefer reading Wall Street Journal, Sports Illustrated and National Geographic

• Watch Letterman, CNN and 60 Minutes