Consumer Behavior CH 8

Humor Appeals

funny advertisements get attention

utilitarian function

-relates to the basic function of reward and punishment -we develop attitudes towards products because they cause pleasure or pain -product or thing is related to a reward or punishment

traditional communication model

-specifies the elements they need to control to communicate with their customer source, message, medium, receivers, feedback

Plinking

-the act of embedding a product or service link in a video

source derogation

-the consumer may doubt the credibility of a biased presentation

sleeper effect

-the differences in attitude change between positive sources and less negative sources become erased after time. After a while, people appear to forget about the negative source and change their attitudes anyway

product placement

-the insertion of real products in fictional movies, Tv shows, books and plays

Feedback

-the source receives feedback so that the marketer can use receivers' reactions to modify aspects of the message as necessary

message

-there are many ways to say something and the structure of the message has a significant effect on how we perceive it

spokescharacters

-EX: pillsbury dough boy, chester cheetah, Geico Gecko -boost viewers' recall of claims that ads make and also yield higher brand attitudes

fake news

-Hoaxes spread by hackers or other outsiders -has caused many people to question the trustworthiness of even the most respected traditional and social media outlets

Social Judgement Theory

-We assimilate new info about attitude objects in light of what we already know -Initial attitude: frame of reference -assimilation affects: everything is the same and gets mixed up -contrast effects: thinking something is way better after switching then it is; heightened because its in comparison to something else

Counterarguing

-a consumer thinks of reasons why he or she doesn't agree with the message -increases the likelihood of message acceptance because the consumer doesn't come up with arguments against the product

attitude

-a lasting general evaluation of people (including oneself), objects, advertisements, or issues -lasting because it tends to endure over time -determine who you choose to date, what music you listen to or whether you recycle -3 components: affect, behavior, cognition Predictive of behavior and endure over time

Allegory

-a story about an abstract traits or concept that advertisers tell in the context of a person, animal, vegetable or object

Persuasion

-an active attempt to change attitudes

Resonance

-another type of literary device advertisers use -a form of presentation that combines a play on words with a relevant picture

attitude object

-anything toward which one has an attitude

door-in-the-face technique

-asking for a large commitment and being refused and then asking for a smaller commitment

foot-in-the-door technique

-asking for a small commitment and, after gaining compliance, asking for a bigger commitment --salespeople know that customers are more likely to comply with a big request if they agree to a smaller one first

The Elaboration Likelihood Model (ELM)

-assumes that under the conditions of high involvement, we take the central route of persuasion (-with low involvement we take the peripheral route ) -When we find info in a persuasive message relevant or interesting, we pay careful attention to it -we generate cognitive responses to this content

ego-defensive function

-attitudes we form to protect ourselves from external threats or internal feelings -Ex: housewives not using instant coffee because they are homemakers

celebrity endorsement

-to have a well-known person promote a product --marketers hope that a star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors

updated view: interactive communication

-traditional model isn't wrong, but doesn't tell the whole story -permission to choose

high involvement hierarchy

-cognition → affect → behavior -assumes that a person approaches a product decision as a problem-solving process -1. He or she forms a belief on a product as he or she accumulates knowledge (beliefs) regarding relevant attributes -2. He or she evaluates these beliefs and forms a feeling about the product (affect) -3. Then he or she engages in a relevant behavior -consumer is highly involved when making a purchase decisions -attitude based on cognitive information processing

medium

-transmit the message via the medium -tv, newspaper, billboard, personal experience

shared endorsements

-users who follow or rate a product or service may find that their endorsements show up on the advertisers page

functional theory of attitudes

-utilitarian function, value expressive function, ego-defensive function, knowledge function --psychologist daniel Katz -explains how attitudes facilitate social behavior -attitudes exist because they serve some function for the person

Experimental Involvement

-we act on the basis of our emotional reactions - highlights the idea that intangible product attributes -affect, behavior, cognition

low involvement hierarchy

-cognition→ behavior→ affect -assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, they act on the basis of limited knowledge and forms an evaluation only after they have bought the product -attitude comes from behavioral learning -implies that all well-intentioned efforts to influence beliefs and carefully communicate information about product attributes may fall deaf ears Cognition Behavior Affect

Simile

-compares two things -A is like B -A and B, however dissimilar, share some quality that the metaphor highlights

balance theory

-considers how people perceive relations among different attitudes objects, and how they alter their attitudes so that these remain consistent 1. A person and his or her perceptions of 2. An attitude or object 3. And some other person or object

knowledge function

-we form some attitudes because we need order, structure, or meaning -applies when a person is in an ambiguous situation or when he or she confronts a new product -attitudes relate to need for structure

Disonance

-we reduce dissonance when we eliminate, add, or change elements -explains why evaluations of a product tend to increase after we buy the product -this product is stupid begins to become I am stupid, so we tend to like things we own

unit relation

-we think that a person is somehow connected to an attitude object(like something they believe)

commitment to attitude

-degree of commitment relates to their level involvement 3 levels: 1.compliance -lowest level of involvement -we form an attitude because it helps us gain rewards or avoid punishment -superficial attitude -ex: drinks Pepsi because cafeteria doesn't offer coke and I'd have to walk super far 2. Identification -occurs when we form an attitude to conform to another person's or group expectation -tendencies of consumers to imitate the behavior of desirable models 3. Internalizes -the highest level -deep-seated attitudes become part of our value system -difficult to change

fear appeals

-emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude

principle of cognitive consistency

-we value harmony among our thoughts, feelings, and behaviors and a need to maintain uniformity among these elements motivate us -we don't form our attitudes in a vacuum -our motivation to reduce negative feelings of dissonance makes us find a way for our beliefs and feelings to fit together

source

-when we attribute the same message to different sources and measure the degree of attitude change that occurs after listeners hear it, we can isolate which characteristics of a communicator cause attitude change -source credibility, disclaimers, sleeper effect, native advertising, knowledge bias, reporting bias, source attractiveness, shared endorsements, halo effect, spokecharacters

two-factor theory of message repetition

-explains the fine line between familiarity and boredom -proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer -positive affect side: repetitions increases familiarity and reduces uncertainty about the product -negative affect side: over time, boredom increases with exposure -implies that advertisers can overcome this problem if they limit the amount of exposure per repetition

sex appeal

-female nudity in ads bring -feelings for women where male consumers have more positive feelings

refutal arguments

-good time devote ad space to publicize a products negative attributes -first raise a negative attribute, but then dismiss it and can be quite effective

knowledge bias

-implies that a source's knowledge about a topic is inaccurate

emotional contagion

-messages that happy people deliver to enhance our attitude toward the product -affect→ behavior→ cognition -attitude-based hedonic consumption

verbal elements

-more effective when an accompanying picture reinforces them Especially if they frame the illustration (the message in the picture strongly relates to the copy) -verbal message important for high involvement -verbal material decays more rapidly in memory Chunking: results in stronger memory trace that aids retrieval

attitude toward the act of buying

-new model measures this -instead of attitude toward the product itself -focuses on the perceived consequences of a purchase

Theory of Reasoned Action

-newer version of the Fishbein model -does a better job a prediction -intentions vs behavior: measure behaviorial intentions, not just intentions -social pressure: acknowledges the power of other people in purchasing decision -attitude toward buying: measure attitude toward the act of buying not just the product

reporting bias

-occurs when a source has the required knowledge but we question his or her willingness to convey it accurately

reality engineering

-occurs when marketers appropriate elements of popular culture and use them as promotional vehicles

mere exposure phenomenon

-people tend to like things that are more familiar to them even if they were not keen on them initially

credible source

-persuasive when the consumer has yet to learn much about a product or formed an opinion on it -trust people who talk fast less

metaphor

-places 22 dissimilar objects into a close relationship -A is B

hedonic motivations

-product exciting or aesthetically pleasing

guerilla marketing

-promotional strategies that use unconventional means and venues to encourage word of mouth about products

paradox of low involvement

-when we don't care as much about a product, the way it's presented increases its importance -we may buy something because of a popular spokesperson or a sexy packaging design

self-perception theory

-provides as alt. explanation of dissonance effects -assumes we observe our own behavior to determine just what our attitudes are, much as we assume that we know behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he does 1. foot in the door technique 2. low ball technique 3. door in the face technique

psychological principles that influence people to change their minds or comply with a request

-reciprocity, scarcity, authority, consistency, liking, consensus

source credibility

-refers to a communicators expertise, objectivity, or Trustworthiness -relates to consumers' beliefs that this person is competent or that he or she will provide necessary info

comparative argument

-refers to a message that compares two or more recognizable brands and weighs them in terms of one or more specific attitudes

source attractiveness

-refers to the social value recipients attribute to a communicator -relates to a person's physical appearance, personality, societal status or someone who is like us

value-expressive function

-relates to a consumers self-concept or central values -forms a product attitude because of what the product says about you as a person -expresses values or self concept

Recievers

- 1 or more interpret the message in light of own experiences

Three Hierarchies of Effects

- high involvement - low involvement -Experiential

subjective norm

-(SN) accounts for the effects of what we believe other people should do -measurement : 1. The intensity of a normative belief that others believe we should take or not take some action 2. The motivation to comply(MC) with that belief

advergaming

-where online games merge with interactive ada that let companies target specific types of consumers, watch ads to get higher in the game

Obstacles to Predicting Behavior in the Theory of Reasoned Action

1. The model tries to predict actual behavior, not the outcomes 2. Some outcomes are beyond the control 3. The basic assumption that behavior is intentional is invalid including impulsive acts, sudden changes in the situation, and repeat buying 4. Measures of attitude often do not really correspond to the behavior they are supposed to predict 5. A similar problem relates to time frame of the attitude measure. In general, the longer the time between the attitude measurement and the behavior it is supposed to assess, the weaker the relationship will be 6. We form longer and more predictive attitudes through direct, personal experience with A0, than those we form indirectly through advertising

3 components of attitude ABC MODEL

1. affect: -how a consumer feels about an attitude object 2. behavior: -refers to the actions he or she takes toward the object or at least their intentions to take action about it 3. cognition: -what they believe to be true about the attitude object

Marketing Applications of the Multiattribute Model

1. capitalize on relative advantage 2. strengthen perceived linkages 3. add a new attribute 4. influence competitor's ratings

permission marketing

The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer. -- acknowledges that a marketer will be more successful when he or she communicates with consumers who have already agreed to listen to him or her

Fishbein Model of Attitudes

assumes that a customers attitude toward an object (A0)depends on the beliefs they have about several of its attributes 1. Attributes -characteristics of A0 -a researcher tries to identify that attributes that most consumers use when they evaluate A0 2. Beliefs -cognitions about the specific A0 -a belief measure assess the extent to which the consumer perceives that a brand possesses a specific attribute 3. Importance -weighs reflect the relative priority of an attribute to the consumer -some attributes are more important than others

emotional appeal vs rational appeal

emotional: grandma wears mask rational: masks are 77% more effective for preventing against the virus

Scarcity

items are more attractive if they aren't available

Reciprocity

more likely to give if we receive first

Consistency

people tend not to contradict themselves in terms of what they say and do about an issue

low-ball technique

persuasive technique in which the seller of a product starts by quoting a low sales price and then mentions all of the add-on costs once the customer has agreed to purchase the product --person is asked for a small favor and is informed after agreeing to it that it will be very costly

liking

we agree with those we like or admire

authority

we believe an authoritative source much more readily than one that is less authoritative

Message Appeals

we can make an emotional or rational appeal to ppl emotional vs rational

consensus

we consider what others do before we decide what to do

sentiment relation

where a person expresses liking or disliking for an attitude object

source

where the communication originates