ADV5503 Media Consumer Behavior Exam 2 Study Guide

Nonevaluative Judgements

1) Beliefs capture consumers' assessments about a specific relationship between a brand and an attribute or benefit. §"Starbucks coffee is strong." 2) Beliefs also entail assessments about probability or likelihoodof something occurring. §"Tylenol will notharm my stomach." 3) Consumers often maintain beliefs about the importanceof an attribute or benefit. §"Fuel efficiency is important in an automobile."

Multiattribute Models

1) Theory of Reasoned Action (Ajzen& Fishbein, 1975) Beliefs to attitudes and subjective norms both going to intentions which leads to purchase

Rejuvenation Strategies

1.New Uses ○Arm & Hammer baking soda 2.Advertising and Branding ○"Avis is number two so they try harder" ○Focus on benefits and advantages 3.Identify New Market Segments/New Potential Users ○Johnson & Johnson baby shampoo used by adults 4.Reducing Price ○Datril to compete with Tylenol 5.Market Unused By-Products from Manufacturing Products ○Kitty litter made from disposable sawdust in lumber yards 6. New Channels of Distribution ○Hane's L'eggs panty hose sold in grocery stores and drug stores 7. Direct Marketing and Internet Sales

Multiattribute Models

1_b) Theory of Planned Behavior (Ajzen, 1991) LOOK AT SLIDE for this

Attitude Function Theory

4 Major types of attitude: 1.The Knowledge Function 2.The Value-Expressive Function 3.The Ego-Defensive Function 4.The Adjustment Function

Brand Equity (P.79)

A brand triggers associations from consumers to a brand's product. A strong brand gives a consumers: increased trust, higher repeat purchase rates, willingness to pay more for or choose a product because of branding. --------------- Steps to Build a Strong Brand Brand identity depends on strength and nature of the association between the brand and the consumer. Associations can be linked to specific product attributes, benefits, usage situations, or users of the product. Relationships develop after strong identity, meaning, and responses are each obtained for a brand. Brand resonance- consumer's intense and loyal feelings towards a product ex. "I will only buy this specific brand for these certain products" ------------- The value that a brand accrues due to positive associations with the brand name.In 2019, the most popular search on Bing, a search engine, was "google". Google has high brand equity due to the trust and positive association that individuals have with the company and product.

Cognitive Needs: 3 Consistency Theories

Consumers' need for consistency in their thinking ØAttitude Function Theory ØBalance Theory ØCognitive Dissonance Theory

the liking principle

Familiarity ○Mere exposure effect ○Applies to familiar people ○Example ■Apple products ●Physical Attractiveness ○Assumptions- Intelligent, kind, and honest; Halo effect ●Similarity ○Similarity Tactic ○Example ■Car Salesman ●Ingratiation ○Indirect association- sports teams, popular brands ○Affect transfer- classical conditioning

Consumer Behavior and Brand Extension

Favorability towards a brand extension also depends on the consumer! Good Mood= more creative and willing to try new things Neutral Mood= similarity becomes slightly less important Critical Mood= similarity and clear connection is important Incremental Theorists- consumers that believe that change is possible and the world is malleable Entity Theorists- believe that the world is unchanging and rigid

Balance Theory

Focuses on the degree of consistency among 3 elements: ØP:The person or consumer who receives a persuasive message ØO: The other person who recommends a particular product or service ØX: A stimulus such as a particular product or service ØConsumers strive for "balance" among relationships.

Absent-Mindedness

Forgetting as a result of shallow or superficial processing during encoding or retrieval. Encoding—attention, comprehension, and transference of information : short èlong-term memory. Retrieval—transference of information : long èshort-term memory.- If consumers are unmotivatedto process information carefully...? Absent-Mindedness happens.

Chapter 11 Start: Understand what framing effects is (especially risk aversion vs. risk seeking; p. 295-296)

Framing affects consumers decision-making processes - positive framing = risk aversion -Negative framing=risk seeking Inconsistency in decision making = preference reversal

Heuristics (see handout that I gave you in the class for the summary of all heuristics & read p. 276- 287 for details with examples).

Heuristic Processing --> mental shortcuts that help consumer simplify their decision-making tasks Sometimes, people are unable to use careful and effortful decision-making strategies , such as when motivation or opportunity is low (according to the MODE model). When this occurs, consumers use heuristics to help them make a decision quickly and easily. Systematic processing is when consumers think carefully about decisions, use all relevant information and consider all implications. There are three types of heuristics --> persuasion, prediction and influence.

impression management theory; p. 323-336)

Impression Management: creating attractive images of ourselves for others ●Act a certain way to receive a certain reaction Appearance Management:the decisions regarding how consumers control their physical appearances and surroundings ●Want to look a specific way to others

Approach and Avoidance

Motivations influence the direction of behavior. ØApproach—movement toward a desired object. ØAvoidance—movement awayfrom an undesired Motivations influence what goals consumers pursue and how intensely and persistently consumers pursue these goals.

Chapter 7 Start: Motivation and Emotion

Motivation—a driving force that moves or incites consumers to act. §Underlying basis of all behavior. §Individuals are driven to satisfy their needs, wants, and desires. §Motivation focuses attention on goal-relevant objects. ØEmotion (feelings or affective responses)= affect (feelings and moods)+ arousal. §Emotion focuses attention on emotional objects. Motivations and emotions are correlated. -Positive feeling when motivations are satisfied-Negative feeling when motivations are not satisfied.

Three Motivational Traits

Need for Cognition (NFC) Need for Humor (NFH) Need for Cognitive Closure (NFCC)

Article 4 Start: The Theory of Planned Behavior

Purpose of article: to review various aspects of the theory of planned behavior and to discuss the continued empirical support of the theory as well as unresolved issues

Maslow's Heirarch of Needs

Pyramid in order from bottom to top: Physiological needs, safety, love/belonging, esteem, self-actualization

Central vs. Peripheral Route

Refer to diagram on page 5 for audience, processing, and persuasion

The traditional model of consumer decision making with the path on white board during the lecture (Figure 9.5 p 234; no need to know all the details.

Refer to slide 12 on the powerpoint

Important to Remember about TPB is

"The more favorable the attitude and subjective norm with respect to a behavior and the greater the perceived behavioral control, the stronger should be an individual's intention to perform the behavior under consideration" -The importance of any of the three facets here will vary across situations and behaviors and so at times one or more may be stronger predictors of behavior than the others

Type of Learning: Classical Conditioning Pavlovian Conditioning (Ivan Pavlov, 1920s)

A learning theory centered on creating associationsbetween meaningful objects or ideas to elicit desired responses. Pavlovian Conditioning: The stimulus precedes the response. Unconditioned Stimulus (meat) --> Unconditioned Response (Salivation) Neutral stimulus (bell) --> No conditioned response ---------------------- Unconditioned Stimulus (meat) paired with conditioned stimulus (bell) --> Unconditioned response (salivation)

Acquisition vs. retention strategies (85-87)

Acquisition Strategies: Attracting new customers 1.Stimulate demand for and entire category of products 2. Steal from competitors (less expensive) ---------------------- Retention Strategies: Keeping current customers Build volume Encourage consumers to 1.use larger quantities 2.buy more frequency 1.Sell large package products 2.Provide a price discount

To Marketers

Advertisers hope to conditionconsumers to feel positively about the brand. •It is crucial for advertisers to select unconditioned stimuli that appeal to the target market.

Memory

All thinking and reasoning occurs in short-term memory. Stores a large amount of inactive data or knowledge.

Pre-Exposure Effect

An unconditioned stimuli previously encountered without pairing will notbe effectively linked to an a conditioned stimulus. Popular Song --> Positive effect - - Weak Association - Brand --> Weak Affect

The Process of Motivation

Aroused needs èTension (= Drives)èmotivation to eliminate the need and return to a preferred or desired state (= Goal (goal-object or goal-state)) ØDrives-the degree or amount of tension influences the urgency with which actions are taken to return to the desired goal-state.

Importance of Learning and Memory

As learning increases, the amount of knowledgeabout products and services stored in a consumer's memory also increases. Learning plays an important role in preference formation;-It changes the way consumers think about and use product.-It enriches consumers' experiences with products and services.-It influences a potential future behavior related to the product.

Chapter 3 Start Product Life Cycle (p. 76-78)

As the product life cycle curve indicates, during the introduction stage, managers need to focus on creating awareness and stimulating trial. Promotion and advertising are important tools for achieving these goals. During the growth stage, managers need to build market share by stimulating word-of-mouth communication. New market segments and brand extensions (i.e., variations on a theme) tend to appear during this stage. During the maturity stage, managers need to focus on reducing production and marketing costs. Competition intensity also increases during this stage. Finally, during the decline stage, the product may be approaching obsolescence. If so, harvesting is appropriate; costs should be reduced to the bare minimum so future sales based on the reputation of the product yield high profits. Of course, harvesting shortens the product life cycle. If the product is not yet obsolete, rejuvenation strategies can lengthen the product life cycle. One way to rejuvenate a product is to develop new uses for it. Commodities, or generic products, can sometimes be rejuvenated via branding. Developing a new channel of distribution can be used to rejuvenate a product, as Hanes did for L'eggs panty hose. Direct marketing and Internet sales can also lengthen a product's life cycle. ---------------- Introduction: ●Focus on creating awareness and stimulating trial ●Promotion and advertising is significant Growth ●Focus on building market share ●Word-of-mouth ●New market segments and brand extensions appear Maturity ●Focus on reducing production and marketing costs ●Competition increases Decline ●Product is maybe approaching obsolescence ●If yes, harvesting -> costs reduced to bare minimum ●If no, rejuvenation -> strategies to lengthen the life cycle

the automaticity principle

Asserts that people often think mindlessly and behave automatically ●Because Heuristic- the word because can trigger compliance Example ●Children's Miracle Network

Cognitive Dissonance Theory

Attitude --> Behavior, but also, Attitude <--Behavior ØBehavior can also influence attitudes. ØConsumers strive for "consonance" between a specific behavior and attitudes related to that behavior. ØBehavior-attitude inconsistency creates dissonance, an unpleasant tension. ØConsumer seek to reduce dissonance by changing their attitudes to match their behaviors

The Seven Sins of Memory- Bias

BIAS—ambiguous product experiences are open to multiple interpretations. §Prior beliefs can bias current beliefs and experiences. §Current beliefs can bias memory for prior beliefs. You see what you want to see. You believe what you want to believe.

The Seven Sins of Memory: Blocking

BLOCKING—retrieval failure due to interference from related information stored in memory. --Tip-of-the-tongue effect --Making association is helpful.

Balance Theory

Balanced Triads require three (+) relationships or two (-) and one (+) relationships. ------------------- Imbalanced triad: -All three (-) relationships among the elements.-Two relationships (+) and one (-) It produce unpleasant tension, and consumers are motivated to reduce this tension by changing one or more of the perceived relationship within the p-o-x triad. -Change an attitude -Deny the relationship -Differentiate the relationships

Self-Determination Theory

Based on Maslow's hierarchy of needs by distinguishing between: ØIntrinsic Motivation—pursuing an activity for it's own sake. ØExtrinsic Motivation—pursuing an activity in order to receive a reward. èMore creative, hard-working, and more fulfilled and happy when people pursue intrinsic goals rather than extrinsic goals.

Chapter 8 Start: Non-evaluative Judgements

Beliefs—nonevaluativeratings(judgements) about product attributes and benefits. §Attributes: specific features or characteristics of a brand §e.g., size, price, style, etc. §Benefits: the outcomes or consequences that follow from each attribute §e.g., safety, exclusivity, trendy, etc.

Forward Conditioning

Brand (conditioned stimulus) --> Attractive Endorser Most effective

Backward Conditioning

Brand (conditioned stimulus) --> Attractive Endorser (unconditioned stimulus)

Elaboration Likelihood Model (ELM)

Central Route Attitude change results from diligent consideration of information that is central to the true merits of a message. Peripheral Route Attitude change results from cues that are peripheral to, but nevertheless associated with, a persuasive message. Look at slides for model

Elaboration Likelihood Model (ELM)

Central Route: Under high involvement conditions, people appear to exert the cognitive effort required to evaluate the issue-relevant arguments presented, and their attitudes are a function of this information-processing activity (e.g., the quality of the arguments contained in a message) Peripheral Route: Under low involvement conditions, attitudes appears to be affected by simple acceptance and rejection cues in the persuasion context and less affected by argument quality (e.g., the expertise or attractiveness of a message source, etc.)

The Theory of Planned Behavior (TPB)

Central factor in TPB is individual's intention to perform a given behavior -Stronger the intention to engage in a behavior, the more likely it is that the behavior will be performed. In order for Intention to be predicted and understood, there are three concepts that come together in this model as determinants of intention: 1.Attitude towards behavior:refers to the degree to which a person has a favorable or unfavorable evaluation of the behavior 2.Subject norm:refers to perceived social pressure to perform or not perform behavior 3.Perceived behavioral control:the perceived ease or difficulty of performing the behavior (e.g., resources and opportunities available to a person, etc.)

Cognitive factors including need for cognition/humor/cognitive closure (related to ELM; p. 345-348)

Cognitive Personality Variables-personality traits that describe an individual's mental responses to objects By recognizing cognitive personality variables, marketers are able to better understand how consumers think and are capable of explaining how different consumers react differently to different marketing activities.

Comprehension

Comprehension—(understanding information) requires relating new information to old information stored in memory. Background knowledge helps people fill in missing details to make sense of new information. As comprehension increases, memory performance improves. Diagram depicts comprehension and memory going into each other. Comprehension --> Sometimes, mislead consumers.

Classical Conditioning

Credit card vs. Cash-The benefits of credit card use are immediate: The product or service is your to enjoy as soon as you use your card. -->Strong credit care-benefit association are learned by consumers. -The costsof credit card use are delayed: The credit card bill arrives days or weeks after the credit card purchase is made. -->Weak credit care-cost associations are leaned by consumers.

Cultural Values

Cultural values - Comprise a collective set of beliefs about what is important, useful, and, desirable.

Chapter 14 Start: culture

Culture ■The patterns of meaning acquired by members of society expressed in their knowledge, beliefs, art, laws, morals, customs, and habits. ■"The collective programming of the human mind that distinguishes the members of one human group from those of another." -Geert Hofstede ■Cultural values - Comprise a collective set of beliefs about what is important, useful, and, desirable. ■Personality of society

Nonevaluative Judgements

Descriptive beliefs—based on direct experience. §Search attribute and experience attributes ØInformational beliefs—based on indirectexperience. §Based on what other people tell us. (e.g., WOM) §Search attribute ØInferential beliefs—go beyond the information given. §Based on both direct and indirect experiences. §Search, experience, & credence attributes §Assumption, own conclusions, etc. §E.g., "Low price = low quality"§Evaluative judgment: Bridge between beliefs and attitudes

Ch. 10 Start: Consideration Set

Determining Choice Alternatives. Consideration Set. The group of brands that consumers think about using when they need to make a purchase Brands in your consideration set can include: 1. Evoked set of brands 2. Brands discovered during external information search 3. From point-of-purchase This process is important to marketers because: - consumers can't select a brand unless it is in their consideration set -consideration for many products is quite small - Millers law: consumers can only consider 5-9 units of information at one time (this includes brands) - There are many brands available in the market ----As the number of brands increases, the likelihood of a brand being chosen by a consumer, decreases

Managing Top Dogs and Underdogs (p. 83-85)

Different companies require different management and marketing techniques due to the differences in their share of the market. Market leaders often have built up a large and loyal consumer following, while also maintaining the resources to halt changes in the marketplace. "Top Dogs" often rely on tactics to remind consumers to "stick with what works" and that they "get what they pay for". ------------- Underdogs and Follower Brands Developing or smaller brands must use opposing tactics to the market leadersTactics are often blind taste tests, free samples, and encouragement of "try it, you'll like it" methods. Placement and comparison are extremely important for smaller companies to provide evidence to consumers that they are just as good as the larger brands.

Implications of the ELM for IMC?

Different kinds of appeals may be most effective for different audiences.

Emotion Discrepancy-Interruption Theory

Discrepancies or surprises and interruptions or unexpected events increase arousal and emotion. ØDiscrepancies require immediate attention. ØSmall discrepancies produce positiveemotions. ØLarge discrepancies produce negative emotions.

Article 3 Start: Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement by Richard E. Petty

Elaboration Likelihood Model (ELM) ●The Elaboration Likelihood Model (ELM), introduced by social psychologists Richard Petty and John Cacioppo (Petty & Cacioppo, 1981; Petty & Cacioppo, 1986): the persuasion may work best depending on whether the elaboration likelihood of the communication situation (i.e., the probability of message-or issue-relevant thought occurring) is high or low (p. 137).

Compare between enculturation and acculturation (401)

Enculturation Learning about your own culture ( first culture) ●Cultural Agents: Marketing and fashion agents; Fashion agents; Parents, peers, teachers. AcculturationPeople in one culture adapt to meanings in another culture. (second culture) ●globalization

Evaluation vs. Affect

Evaluative (Eg. harmful --beneficial) vs. Affective (Unpleasant -- pleasant) both point towards Attitude toward the behavior

Attitude Models

Expectancy-Value Models: Attitude toward a product = Consumers' subjective evaluation of the product's attributes X The expectancy that the product possesses each attribute 1.The Theory of Reasoned Action 2.Information Integration Theory 3.Elaboration Likelihood Model

Excitation Transfer Theory

Explains how arousal from one source can be misattributed to another source.

Brand Extension (P. 91)

Extension Companies benefit from the existing brand name. Consumers trust the established brand and will try new products based on affiliation. Effectiveness of a brand extension depends on perceived similarity to the original brand using overlapping attributes, benefits, production, processes, usage, and images

Attitude vs attribute choice related to the MODE model

In an Attitude-based choice, consumers form overall evaluations and general impressions or brands in the consideration set based on a combination of everything they know about ALL the brands, and then select the one with the highest evaluation. - Attitude: an evaluative judgement that a person forms of people, objects, and issues. Attribute-based Choice: When consumers make attribute-based choices, they compare the specific attributes and features of each brand and select the one that performs best on key attributes. -While attitudes are often more accessible, attributes are often more diagnostic - the information that is most accessible and diagnostic is the information used in a consumers choice decision. --------------- The MODE Model - The more important the product choice, the more consumers want to think about it, and this influences they type of information they use --- Purchasing a car is more important than purchasing a tube of toothpaste -Motivation and opportunity to deliberate are key determinate of the process that influence consumer choice -- motivation is high when the decision is more personally relevant -Opportunity is high when people can take time and have the ability to think carefully and to deliberate about the decision -More consistent with attribute-based choice -If either motivation or opportunity is low, attribute-based choice is more likely

Influence Heuristics

Influence or choice heuristics affect consumers decisions directly Examples - Frequency of good/bad features LOOK ON THIS POWERPOINT FOR FURTHER HEURISTICS

Attitude Models

Information Integration Theory Ao= Swisi Ao= Attitude toward object wi= Importance of attributei si= Scale value for attribute i Swi= 1 Look at slides for this

Operant Conditioning

Instrumental Conditioning The stimulus follows the response. Increasing the probability of a response: --Positive Reinforcement—the presence of a positive stimulus.(= presence of a reward) --Negative Reinforcement—removal of a negative stimulus.(= absence of punishments) Marketers often shape behavior through rewards. (e.g., coupons, bonus points, rebates, and prizes) -->Repeat purchase

Involvement

Involvement—the personal relevance or importanceof an issue or situation. §Enduring Involvement—involvement with a particular issue or topic. §Situational Involvement—based solely on special circumstances or conditions. §When information is simple and easy to evaluate, a high level of situational involvement is not needed.

Chapter 5 Start: Learning and Memory

Learning—the process of acquiring new information and knowledge about products and services for application to future behavior. Memory—enables past experiences and learning to influence current behavior.

Changing Attitudes

Look at graph

Theory of Reasoned Action

Look at slide for this

The Seven Sins of Memory:

MISATRIBUTION—three different types of memory confusion. §Source confusion—remembering a fact and forgetting the source.(e.g., Consumer reports vs. National Enquirer) §Feelings of Familiarity—confusing feelings of familiarity with fame, confidence, liking, and truth. èMere exposure effect (repeated exposure increases familiarity and liking) §False memories—the tendency to remember items or events that never happened.

Selective thinking

Making decisions based on favorable information while disregarding unfavorable information.

Price bundling

Marketers should segregate gains and aggregate losses Consumers prefer?Many small gains vs. one large gain Many small losses vs. one large loss Ex. Instead of charging $50 per day for four days on tickets, resorts like those at Disney can charge one lump sum of $198 for a four-day pass.

The Seven Sins of Memory

Memory can be fallible. : 7 basic mistakes of memory 1. TRANSIENCE—forgetting over time. - Recently processed information is more accessible, or easy to retrieve. - Use it or lose it.

Adding New Predictors: Moral Norms

Moral Norms: Perceived Moral Obligations or perceived responsibility to perform Moral issues may take on added salience with respect to unethical behaviors. Adding perceived moral obligation could add predictive power to the model. (Refer to model on slide)

Need for Cognition (NFC)

Need for Cognition-measurement of an individual's natural tendency to engage in and enjoy cognitive activities Individuals with a high NFC tend to focus more on product-relevant information and "ignore" other appeals.

Need for Cognitive Closure (NFCC)

Need for Cognitive Closure -describes a consumers desire for definite knowledge of any kind to reduce their level of confusion or ambiguity Foundation of NFCC is Theory of Lay Epistemology NFCC leads to Epistemic Seizing & Freezing: -Seizing:Individuals get closure quicker even if it entails having to oversimplify or not fully engage in comparing other options - Freezing: Individuals try to maintain closure as long as possible even if this entails becoming close-minded and unwilling to compare other options

Need for Humor (NFH)

Need for Humor -measurement of an individual's tendency to crave, seek out, and enjoy humor Effectiveness of humorous ad appeals are influenced by the interaction between the consumer's NFH level and level of humor in the ad itself NFC v. NFH

The Process of Motivation: Needs

Needs are aroused via three routes:1. Physiological arousal-e.g., Body temperature drops àfeeling cold 2. Emotional arousal-e.g., feeling lonely àvisit family during holidays 3. Cognitive arousal (environmental situations and stimuli)-e.g., friends' new shoes àneed to shop

The Process of Motivation: What creates the driving force of motivation??

Needs—desires that arise when a consumer's actual state does not meet his or her desired (=proffered) state. ØAutomatic and required ØPhysiological Needs (innate or primary)-e.g., need for air, water, food, sex, and protection from the environment. ØPsychological Needs (secondary): Learned-e.g., needs for affection, companionship, power, self-esteem, and intellectual stimulation. ØWants—learned manifestation of needs. ØWants=Product-specific needs or need satisfiers.

Knowledge

Occurs when a person makes associationsbetween concepts. Thinking about two objects or idea (e.g., hot pan and pain) at the same time is enough to form an association in memory.•Repetition increases the strength of the association.

Drive Theory

One of the earliest theories of motivation. ØMaintains that people have severalbasic physiological needs, such as needs for food, water, air, etc. ØWhen people satisfies basic requirements for survival, the drive for certain behavior is reduced. e.g.) Drinking reduces the drive for water.Eating reduces the drive for food. ØPhysiological needs are the most basic needs experienced by people.

The Seven Sins of Memory: Persistence

PERSISTENCE—not forgetting things we want to forget. §Earworm or "stuck song syndrome" §Traumatic events.

The Trio of Needs

POWER—the need to control other people, objects, and the environment to acquire desired things. ØAFFILIATION—the need for belongingness and friendship, or to be a member of an important group. ØACHIEVEMENT—the need to accomplish difficult tasks.

Adding new predictors: Past behavior

Past behavior is the best predictor of future behavior

the scarcity principle

People want what they can't have and what they fear may not be available in the future. ●Affirmation of the consequent- because valuable objects are rare, it follows that rare objects must be valuable Example ●Beanie Babies

the social validation principle

Perceived validity of an idea increases as the number of supporters increase ●List Technique Example ●Facebook feed- These friends are donating to this cause ●Diffusion of Responsibility ○Bystander nonintervention ○In the marketplace? ------------------- ●Cultural & Individual Differences Example ●Tipping Norms ●Injunctive vs. Descriptive Norms ○Injunctive- Acceptance or rejection ■What SHOULD be done ○Descriptive- Behavior that is common or popular; "what everyone is doing" ■What IS done

Persuasion heuristics

Persuasion heuristics influence consumers beliefs and attitudes. There are three different forms: - Length-implies strength - suggest that size matters. Consumers tend to evaluate the quality of the brand according to the number of favorable attributes it has. - Liking-agreement: based on the assumption that consumers usually agree with people they like. Embodied in balance theory. - Consensus-implies correctness: if everyone is doing it, then it must be good. It offers social validation. Synonymous with "the bandwagon effect"

Prediction Heuristics

Prediction Heuristics are used to form likelihood judgments. Look at diagram on this slide.

Three Dimensions of Consumer's Self-Concept

Role Identities represent numerous positions that people occupy in society Personal Qualities modes of interpersonal behavior that distinguish people from one another, like a sense of humor or friendliness Self-evaluations people perform by considering their adequacy in various role identities. These evaluations focus on competence, perseverance, morality and social unity.

The Seven Sins of Memory: Suggestibility

SUGGESTIBILITY—misleading questions and suggestions can lead to memory distortion. "How fast was the car going when it smashed into the other car?" Vs. "How fast was the car going when it bumped into the other car?"

The Role of Beliefs in Human Behavior

Salient beliefs ○People can hold a great many beliefs about any given behavior, but they can attend to only a relatively small number at any given moment ○Salient beliefs are considered to be the prevailing determinants of a person's intentions and actions ○Three kinds: ■Behavioral beliefs: influence attitudestoward the behavior ■Normative beliefs: constitute the underlying determinants of subjective norms ■Control beliefs: provide the basis for perceptions of behavioral control

Nonevaluative Judgments

Search attributes §Can be judged or rated simply by examining a product withoutnecessarily buying it. §E.g., brand name, price, etc. ØExperience attributes §Can be judged or rated onlyby using a product §E.g., taste, smell, feel, etc. ØCredence attributes §Can be judged or rated only after extendeduse. §E.g., reliability, durability, safety, etc.

Ch. 12 Start: Self-concept (definition, role, the extended self, loved objects, self-monitoring, impression management theory; p. 323-336)

Self-Concept-the beliefs and attitudes we hold about ourselves. Often described as the totality of an individual's thoughts and feelings regarding him or herself as an object. No precise definition -complex and multidimensional

self-monitoring

Self-Monitoring-The the extent that people use situational cues to guide their social behavior. There are two categories of self-monitors: high-self monitors and low-self monitors. ------------- High Self-Monitors People who routinely modify their behavior to meet the expectations of others. Show more concern for their projected imagethan low self-monitors They respond better to image based appealsthat make them look better --------------- Low Self-Monitors In contrast...Low self-monitorsact primarily on the basis of their own internal beliefs and attitudes and Exhibit greater attitude-behavior consistencythan high self-monitors Therefore...Low-self monitors are more likely to evaluate the functional benefits of a product ---------------- Personality vs. Situation Debate: ●Advocates of the personality approach argue that an individual's personality determines their behavior ●Advocates of the situation approach believe that the nature of circumstances drives behavior --------------- Measuring self-monitoring: Self-monitoring can be measured using three key individual differences variables: ●Willingness to be the center of attention ●Concern about the opinions of others ●Ability and desire to adjust one's own behavior to induce positive reactions in others

Self-esteem

Self-esteem -the sum of all self-evaluations. A person's general attitude toward him or herself High self esteemconfident and influential, active and comfortable in social interactionsStrategy in marketing:Exposure to idealistic standards to cause our self-esteem to converge toward higher standards, increasing self-esteem Low self esteemlittle faith in one's ability to succeed, tend to view social situations as threatening, more easily wounded by criticismStrategy in marketing: enhance image related self-esteem through the inclusion of more realistic and attainable role models

Consumer Choices including stimulus based, memory based and mixed choices

Stimulus-Based Choice -After the Consideration Set has been determined, consumers need to evaluate the differences in the attributes among those brands to make a choice -Stimulus-based Choice: When consumers can directly and physically observe all relevant brands in the consideration set and their brand attributes - Ex) Shopping at a grocery store, you can compare brands to other brands on the shelf. ---------------------- Memory- Based Choice: When none of the relevant brands and attributes is directly and physically observable a Memory-based Choice is used - Consumers retrieve brand and attribute information from memory. - Example of a Memory-Based Choice. Choosing somewhere to eat lunch while sitting at home. -------------------- Mixed Choice: When consumers can see some brands but must remember others, mixed choice is used -most common type of choice scenario -stimulus brands usually have more of an advantage over memory brands because consumers tend to forget specific details about memory brands -sometimes memory-based brands have an advantage. when their attributes or claims are very favorable. -EX: Shopping for a new car at a car dealership.

Evaluative Judgements

Strong Attitudes §Highly accessible from memory §Maintained with confidence (hard to change) §Held with little uncertainty §Highly correlated with beliefs èIt is important because hard to change. èStrong attitudes guide consumers' thoughts and actions, while weak attitudes do not

Subculture

Subcultures- are smaller groups of a larger culture that share some cultural values with society overall and yet demonstrate unique cultural values and patterns of behavior within the individual subgroups. Subcultures = Marketing Opportunities -include Geography, Gender, age, race, nationality, religion, and social class

Brand Image and 5 brand personalities including sincerity, excitement, competence, sophistication and ruggedness

The 5 distinct brand personality traits: 1.Sincerity 2.Excitement 3.Competence 4.Sophistication 5.Ruggedness Look at model on this slide

Attitude Function Theory- The Adjustment Function

The Adjustment Function—helps consumers approach pleasure and avoid pain quickly and efficiently. ØPersuasive Appeals •Hedonic appeals •Pleasure/pain appeals •Benefits of using the brand

Attitude Function Theory- The Ego-Defensive Function

The Ego-Defensive Function—helps consumers feel safe and secure about themselves. ØPersuasive Appeals •Authority Figures •Expert Sources •Fear Appeals

The Extended Self

The Extended Self -direct link between a consumer's self-concepts and her possessions. Our belongings represent an extension of ourselves Later, Russell Beckinsisted the extended self is not limited to personal possessions, but also includes people, places, and group possessions

Attitude Function Theory: The Value

The Knowledge Function—serves to structure and organize information.: summarize large amount of information to simplify the world and help consumer behavior. ØPersuasive Appeals •Factual Appeals •Infomercials •Logical arguments •Comparative ads

Attitude Function Theory- The Value-Expressive Function

The Value-Expressive Function—communicates important beliefs to others and help consumers interact with other more efficiently. ØPersuasive Appeals •Image Appeals •Attractive Endorsers •Celebrity Endorsers

Attitude Models

Theory ofReasoned Action Ao= Sbiei Ao= Attitude toward object bi= Belief about attribute i ei= Evaluation of i ----------------- Theory ofReasoned Action So= Sbiei So= Subjective Norm bi= Normative Belief of i mi = Motivation to comply of i

Article 3 ELM Purpose of the Study

To test and further explore the moderating role of involvement and its impact on central route and peripheral route processing and advertising effectiveness. ○Build upon prior research in regards to the relationships between the theories of persuasion and attitudinal change. ○When will consumers actively seek and process product relevant information and when will they be more cursory in their analysis of ads? ○Provide a specific test of utility of the ELM for understanding the effectiveness of advertising messages

The Sufficiency of the Theory of Planned Behavior

Unresolved Issues ○Distinction between 3 types of beliefs and between related constructs are sometimes questioned ○Personal or Moral Norms: personal feelings of moral obligation ○Affect versus Evaluation: affective vs. evaluative ○The Role of Past Behavior

authority principle

Uses titles, clothes (such as uniforms), or expensive possessions that convey status to impress and influence others ●This principle creates a sense of trust ○Police ○Doctors ○Flight Attendants ○Merchandise employees ●The cost of disobeying can often be greater than the cost of complying

the reciprocity principle

When someone does you a favor, you feel obligated to return it Examples ●National Arbor Day Foundation stickers ●Hairstylist using a product on you and then asking if you'd like to purchase ●Amazon's free returns

Evaluative Judgments

Zanna and Rempel's Model: Attitudes can be based on cognition (beliefs), affect (feelings, moods, and emotions), or behavior. §A reciprocal relationship exists between attitudes and their bases.

EVALUATIVE JUDGMENTS

ØAttitudes—evaluative ratings about how good/bad, favorable/unfavorable, or pleasant/unpleasant consumers find a person, place, object, or issue.(= Evaluative judgments) §Direction—positive, negative, neutral. §Extremity—weak, moderate, strong. §Often follow from beliefs. (Beliefs-->Attitudes)

Parameters of Judgment

ØPerceived relevance of the information ØTask demands ØCognitive resources ØNondirectionalmotivation ØDirectional motivation

Critique

●Contributions ○This article showed that the theory of planned behavior provides a useful conceptual framework for dealing with the complexities of human social behavior ○It also addressed the unresolved issues which showed direction for future research ○The theory incorporates some of the central concepts in the social and behavioral sciences, and it defines these concepts in a way that permits prediction and understanding of particular behaviors in specific contexts ○Expands upon and corrects problems from Theory of Reasoned Action ●Things that can be improved ○The organization/structure could be more clear ○Foundational but also outdated; More recent findings/adaptations could be looked into

Variety seeking

●Desire to to choose new alternatives over more familiar ones ●Opposite of brand loyalty ●Low involvement ●Derived varied behavior-brand switching is externally imposed extrinsically motivated (ex: familiar brand is unavailable) (switch from normal pasta to chickpea pasta for health) ●Intrinsic variety seeking-seek variety for the inherent pleasure of change (try something new out of curiosity) ●Parity Products -brands that possess functionally equivalent attributes (gum)

Critique - Article 3

●Exhibited high internal and external validity: ○Measures and variables accurately tested the hypotheses they sought to explore ○Can be utilized in future research in evaluating determinants of the route to persuasion ●No explicit hypothesis for the involvement ○Rather they employed the peripheral cue to test a specific type of involvement to test its effectiveness as a determinant ●Lack of thorough explanation of limitations and extensive direction for future research

Findings and Implications Article 3

●Findings ○Explored how university undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. ○The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion. ●Implications ○Proves once again that different moderating variables stimulate different types of cognitive processing and that involvement specifically plays a significant role in determining which route our brains use. ○Determines which factors route certain processing.

Hypothesis and Experimental Design Article 3

●Hypotheses ○Quality of the arguments presented in the ad will have a greater impact on product attributes under high rather than low involvement conditions. ○Celebrity status of the product endorsers will have a greater impact on product attributes under low rather than high involvement conditions ●Sample ○160 Male and Female Participants (University of Missouri undergraduates) ●Design ○Subjects participated in groups of three to 15 in a very large classroom. ■Isolated from each other so that they could complete the experiment independently, and subjects in a single session could participate in different experimental conditions ■If enough subjects were present, it was possible to conduct all eight experimental conditions simultaneously ●Avoided confounding session with experimental conditions ■Employed a peripheral cue that could not be misconstrued as a product-relevant argument: ●Participants were randomly assigned to high and low involvement conditions and viewed one of four different ads for a fictitious new product, "Edge Disposable Razors" embedded in a magazine format alongside 11 other ads

Variables and measures article 3

●Independent Variables ○2(involvement: high or low) x 2 (argument quality: strong or weak) x 2 (cue: celebrity or non-celebrity status) ■Involvement (high involvement subjects were led to believe that the product would be available in their local area, whereas low involvement subjects were not) ●Toothpaste ads (low) ●Edge Razor (high) ■Argument Quality ●Strong: used five statements that employed scientific language and detailed descriptions of product attributes ("New advanced honing method creates unsurpassed sharpness") ●Weak: used five statements that employed word choice that focused on beauty and aesthetic of the product ("Designed with the bathroom in mind") ■Peripheral Cue (Celebrity/non-celebrity status of the product endorser) ●Dependent Variables ○Brand recall and recognition measures (subjects given descriptions of the 12 product categories and asked to select the correct brand name) ○Purchasing intentions (Four-point scale where 1="I definitely would not buy" and 4="I definitely would buy") ○Attribute recall from advertisements ○Manipulation check on involvement ■Subjects asked to recall the free gift they had been told to expect

Brand loyalty

●Involves intrinsic commitment to a brand based on the benefits or values it provides\ ●Minimal information processing ●More highly involved than that of brand laziness ●Rely on earlier experience to make decisions

What else can we add to the model?? Article 4

●Knowledge ●Gen x (Age/Gender/Ethnicity, etc.) ●Level of social consciousness ●Motivation ●Drive (urgency) This pairs with the model on slide

Ch. 9 Start Types of Consumer Decisions (226-233)

●Routine Choice: carried out with little to no conscious effort or deliberation, low risk ●Intermediate problem solving -limited search and deliberation, consumers are not motivated to rigorously evaluate each alternative ●Extensive problem solving -requires a deliberate and systematic effort from consumers

the commitment & consistency principle

●There is a pressure to maintain consistency ●Inconsistencies are seen as unfavorable ●After complying with an initial smaller request people will comply with a larger request ●Self prophecy

Problem solving

●Typically involves unfamiliar, expensive products ●Purchased infrequently ●High emotional involvement ●Determinant attributes-characteristics of a product that are most likely to affect the buyer's final choice (uniqueness & importance) ●Corresponds to the traditional consumer behavior perspective where consumers are thought to proceed through deliberate steps prior and after making a purchase

Chapter 13 start: Verbal and behavioral compliance

●Verbal Compliance- a situation where someone says "yes" to a specific request ●Behavioral Compliance- a situation where someone actually carries out that request

Brand laziness

●When both involvement and information processing are low ●Choices made out of habit ●Tendency to stick with old familiar brands ●No commitment to a brand = dangerous for marketers