Marketing Chapters 5-7

4 types of Appraisal

Anticipation Agency Equity Outcomes

ABC Approach: functional theories of attitudes

Affect - Feelings about an object Behavior - Overt behavior that consumers exhibit as well as their intentions to behave Cognitions - Beliefs that the consumer has about the object

Consumer Involvement

Degree of personal relevance a consumer finds in pursuing value from a category of consumption Types of Involvement: Product: iPhone Shopping: Situational: buying a car Enduring: long-term involvement Emotional: triggered by an event

Schema-Based Affect

Emotions that become stored as part of the meaning for a category (a schema).

Self-congruence

Proposes that consumer behavior can be explained by the congruence of a consumer's self-concept with the image of typical users of a focal product Segmentation and Self-Congruency Consumer identity and product ownership Researchers suggest that brands are used to express and validate consumer identity Organizational identification Exists when consumers feel close to organizations types of self's The Looking-Glass-Self The ego Multiple egos Best part of myself Worst part of myself Middle selves which we more so live in a combined form of all of them We can segment individuals on this.

Cognitive Appraisal Theory

Proposes that specific types of appraisal thoughts can be linked to specific types of emotions.

Elaboration Likelihood Model

Shows that attitudes are changed based on differing levels of consumer involvement through either central or peripheral processing (chart)

Psychographics:

The way consumer lifestyles are measured Quantitative investigation of consumer lifestyles Involves surveying consumers using AIO statements AIO Statements: Activity, interest, and opinion statements used in lifestyle

Lifestyles:

The ways consumers live and spend their time and money Referred as context-specific personality traits Influence purchase patterns of consumers Useful in identifying viable market segments

Brand Personality Framework

These companies do to reinforce sense of self for the consumer, Sincerity (down-to-earth, honest, wholesome, cheerful) Excitement (daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful) Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)

Theories of Attitude Change

-Schema-Based Affect Approach -Elaboration Likelihood Model -Central path (thinking logically) 1. I need a car 2. The price is great 3. High-Performance 4.Top Car of the year -Peripheral Path (cues-fears, desires) 1. I just need a car 2. Sexy girls 3. I can pay 4. This is the car for me -Balance Theory States that consumers are motivated to maintain perceived consistency in the relations found in a system Based on the consistency principle Consistency Principle: States that human beings prefer consistency among their beliefs, attitudes, and behaviors -Social Judgment Theory Consumers compare information to existing attitudes about a object or issue Attitude change depends upon how consistent the information is with the initial attitude

Functional Theories of Attitudes

Attitude Function Utilitarian: attitudes are used as a method to obtain rewards and to minimize punishment Knowlegde: the knowledge function of attitudes allows consumers to simplify their decision-making processes. Value-Expressive: this function of attitudes enables consumers to express their core values, self concept and beliefs to others. Ego-deffensive: The ego-deffensive function of attitudes works as a defense mechanism for consumers to avoid facts or to defend themselves from their own low self-concept.

Schema-Based Affect Approach

Attitude toward a brand or product changes if the affect found in a schema can be changed

Autonomic Measures

Automatically recording responses based on automatic visceral reactions or neurological brain activity Monitor facial reactions, physiological responses which can be documented via brain imaging Advantage - Assess emotional activity without requiring a volitional response from the consumer Drawback - Intrusiveness

Social Judgment Theory

Consumers compare information to existing attitudes about a object or issue Attitude change depends upon how consistent the information is with the initial attitude

Nomothetic Perspective

Focuses on particular traits that exist across a number of people Aims to find common personality traits that can be studied across people

General Hierarchy of Motivation

Maslow's Hierarchy of Needs: Theory of human motivation which describes consumers as addressing a finite set of prioritized needs. -states that consumers first seek value by satisfying the most basic needs. Self- Actualization (you are living to your highest potential. Esteem (you've acquired skills that lead to honor and recognition) Love and Belonging (achieving deeper more meaningful relationships) Safety (home sweet home) Physiological Needs (food, water, sleep)

Know the types of messages and sources effects

Message Effects: How the appeal of a message and its construction affect persuasiveness Message appeal Conceptualizing how a message may impact the persuasiveness of an advertisement can be done in several ways Message construction Impacts its persuasiveness Source effects Characteristics of a source that influence the persuasiveness of a message Includes the following issues: Credibility Attractiveness Likeability Meaningfulness

Demographics:

Observable, statistical aspects of populations such as age, gender, or income Used in conjunction with psychographic analysis Helps locate and understand lifestyle segments

Attitude-Toward-the-Object (ATO) model

Otherwise known as Fishbein model Considers three key elements: Salient Beliefs Strength of Beliefs Evaluation of the Attribute 𝐴0= _𝑖=1_𝑁__𝑏𝑖_(𝑒𝑖)_ (the chart) with rankings and addition

Balance Theory

States that consumers are motivated to maintain perceived consistency in the relations found in a system Based on the consistency principle Consistency Principle: States that human beings prefer consistency among their beliefs, attitudes, and behaviors

Psychoanalytic Approach

Suggests personality results from a struggle between inner motives and societal pressures to follow rules and expectations Applicable to motivation and personality inquiry Highlights the importance of unconscious mental processes in influencing behavior Components of human personality include id, superego, and ego Psychoanalytic: 3 different psyche Id-what is, what I want piece of un-filtered self, underlying instinct. Emotional. (I want a house) Ego-what I will do, more rational side of us (reality, do not have money for house). Superego- should (I should be perfectly happy with the house I have now)

Hierarchy of Affects Model

Suggests that affect, behavior, and cognitions form in a sequential order Follow one of the hierarchies- High-involvement Otherwise known as standard learning hierarchy Occurs when a consumer faces a high-involvement decision or addresses a significant problem Low-involvement Consumers have basic beliefs about products without having strong feelings toward them Experiential Explains impulse purchases Behavioral influence Suggests that some behaviors occur without beliefs or affect being strongly formed beforehand Purchase content Hierarchy of Effects High Involvement Cognition-affect-behavior Low Involvement Cognition-behavior-affect Experiential Affect-behavior-cognition Behavioral Influence behavior-cognition-affect

Self-Concept

Totality of thoughts and feelings that an individual has about himself or herself Consumers are motivated to act in accordance with their self-concepts Self-concept and body presentation Self-Esteem: Positivity of the self-concept that one holds Body Esteem: Positivity with which people hold their body image

Personality

Totality of thoughts, emotions, intentions, tendencies, and behaviors Consistently exhibited by people as they adapt to the environment Unique to an individual Combination of specific traits or characteristics Stable and interact with situations to influence behavior Specific behaviors varying across time

Personality Traits in Consumer Research

Value consciousness Extent to which consumers tend to maximize what they receive from a transaction as compared to what they give Materialism Extent to which material goods have importance in a consumer's life Innovativeness Degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences Need for cognition Degree to which consumers enjoy engaging in effortful cognitive information processing Competitiveness Enduring tendency to strive to be better than others Productivity orientation Tendency for consumers to focus on being productive, making progress, and accomplishing more in less time

Persuasion

attempt to change attitudes.