MKTG 351: CONSUMER BEHAVIOR CH.7/8

What are the components of the Single Trait Approach (3)?

- Consumer Ethnocentrism - Need for Cognition - Consumers' Need for Uniqueness

What are the core traits of the Five-Factor Model?

- Extroversion: prefer to be in a large group rather than alone; talkative when with others; bold - Instability: moody, temperamental, touchy - Agreeableness: sympathetic, kind to others, polite with others - Openness to Experience: imaginative, appreciative of art, find novel solutions - Conscientiousness: careful, precise, efficient

What are the 2 approaches relating to personality:

- Multitrait Approach (the Five-Factor Model) - Single Trait Approach

Online Travel Shopping: Prevention v. Promotion-focussed ad

- Prevention Focussed Ad: worked best for last-minute shoppers - Promotion Focussed Ad: worked best for shoppers buying for future travel

What are the 5 dimensions of brand personality?

- Sincerity - excitement - competence - sophistication - ruggedness

What are the three types of motivational conflict?

- approach-approach motivational conflict - approach-avoidance - avoidance-avoidance

Consumer involvement increases ....

- attention - analytical processing - information search - word of mouth

When prevention-focussed motives are more salient (important), consumers ....

- avoid negative outcomes - think more in concrete terms - make decisions based more on factual substantive information - prefer accuracy (over speed)

What are the 3 main advertising tactics to communicating brand personality?

- celebrity endorsers - user imagery - executional factors

What are the 3 components of attitude?

- cognitive (beliefs) - affective (feelings) - behavioral (response tendencies)

What 3 conclusions have been drawn about brand personality through research?

- consumers readily assign human characteristics to brands - brand personalities create expectations about key brand characteristics - brand personalities are often the basis for long-term relationships with the brand

Excitement (brand personality):

- daring - spirited - imaginative - up to date

Sincerity (Brand Personality):

- down to earth - honest - wholesome - cheerful

Emotion in Advertising -

- emotional content in ads can enhance attention, attraction, and maintenance capabilities - emotional messages may be processed more thoroughly due to their enhanced level of arousal - emotional ads may enhance liking of the ad itself - repeated exposure to positive emotion eliciting ads may increase brand preference through classical conditioning - emotion may operate via high-involvement processes especially if emotion is decision relevant

HIGH NFC consumers ....

- engage in more effortful processing of persuasive communications - prefer verbal to visual information - are less swayed by the opinion of others

What appeals fall under the "appeal characteristics?"

- fear appeals - humorous appeals - comparative appeals - emotional appeals - value expressive v utilitarian appeals

Central Route to Persuasion (attitude change)

- high involvement with product, message, or decision - strong attention focussed on central, product-related features and factual information - conscious thoughts about product attributes and use outcomes; considerable elaborative activities - persuasion generally alters product beliefs, which influence brand attitude, which influences purchase intentions

User Imagery (communicating brand personality)

- involves showing a typical user along with images of the types of activities they engage in while using the brand - helps define who the typical user is in terms of his traits, activities, and emotions

6 factors that may account for inconsistencies between measures of beliefs and feelings and observations of behavior:

- lack of need - lack of ability - relative attitudes - attitude for ambivalence - weak beliefs and affect - interpersonal and situational influences

If one is HIGH in consumer ethnocentrism...

- less open to other cultures - more conservative - more likely to reject foreign-made products in favor of domestics

Peripheral Route to Persuasion (attitude change)

- low involvement with product, message, or decision - limited attention focused on peripheral, non product features and feelings - low or non conscious information processing; few or no elaborative activities - persuasion operates through classical conditioning; affect change, attitude toward the ad, and non conscious belief changes lead to a behavioral and attitude change

Ruggedness (brand personality):

- outdoorsy - tough

Some researchers have suggested that there are three basic dimensions that underlie emotions -

- pleasure - arousal - dominance

The relative effectiveness of one/two sided messages depends on: (3)

- product type - situational variables - advertisement format

Competence (brand personality):

- reliable - intelligent - successful

When promotion-focussed motives are more salient (important), consumers ...

- seek to gain positive outcomes - think in more abstract terms - make decisions based more on affect and emotion - prefer speed (over accuracy)

Use of personality in marketing practices (2):

- sometimes consumers choose products that fit their personality - sometimes consumers use products to bolster an area of their personality where they feel weak

3 types of communication characteristics:

- source characteristics - appeal characteristics - message structure characteristics

Executional Factors (communicating brand personality)

- the "tone" of the ad - the appeal used - logo and typeface characteristics - pace of the ad - the media outlet chosen

The Five-Factor Model is proven to be useful in what 2 areas?

- understanding bargaining and complaining behavior - compulsive shopping

Sophistication (brand personality):

- upper class - charming

Humorous Appeals

- use of humor to increase attention - most effective when the humor is related to the product or brand in a meaningful way

Celebrity endorsers (communicating brand personality) -

- useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand

Emotional Appeals

= feeling ads - designed primarily to elicit a positive affect response RATHER than to provide information or an argument

iClicker: A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _______.

A need for uniqueness

iClicker: Maslow's Hierarchy of Needs includes all EXCEPT which of the following? A. Cognition B. Physiological C. Safety D. Belongingness E. Esteem

A. Cognition

Maslows hierarchy of needs: Self Actualization

Achieving one's full potential - includes create activities - a part of self-fulfillment needs

Personality:

An individual's characteristic response tendencies across similar situations

iClicker: In which type of motivational conflict must a consumer choose between two attractive alternatives?

Approach-Approach

iClicker: Nikki likes to attend the movies, but she is concerned with how expensive ticket prices are getting and the cost of concessions. She wants to have fun, but she also knows that she needs to save money for college. Which type of motivational conflict is Nikki experiencing?

Approach-Avoidance

Maslow's Hierarchy of Needs (bottom to top)

Bottom: Physiological Needs 2: Safety Needs 3: Belongingness and Love Needs 4: Esteem Needs Top: Self-Actualization

iClicker: Carissa is highly involved in a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to the advertisements. According to the elaboration likelihood model (ELM), by which route is Carissa likely to be persuaded?

Central Route

iClicker: Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

Consumer ethnocentrism

iClicker: Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be: A. Stronger B. More resistent to counter persuasion attempts C. More accessible from memory D. More predictive of behavior E. All of the above

E. All of the above

iClicker: Maslow's Hierarchy of needs is based on which premise? A. All humans acquire a similar set of motives through genetic endowment and social interactions B. Some motives are more basic or critical than others C. The more basic motives must be satisfied to a minimum level before the motives are activated D. As the basic motives become satisfied, more advanced motives come into play E. All of the above

E. All of the above

iClicker: Strong, relatively uncontrollable feelings that affect our behavior are known as _______.

Emotions

All emotional experiences tend to have 5 common elements:

Emotions (are)... - often triggered by environmental events - accompanied by physiological changes - generally, accompanied cognitive thought - have associated behaviors - invole subjective feelings

iClicker: If competing brands are comparable in terms of product features (central cues), then consistent with the ELM, under high involvement, peripheral cues like pleasant music will NEVER have influence on brand preference. True/False

False

iClicker: Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

Fear Appeals

Five-Factor Model (Multitrait Approach)

Identifies five basic traits formed by genetics and early leaning - these core traits interact and manifest themselves in behaviors triggered by situations

Multitrait Approach (Personality):

Identifies several traits that in combination capture a substantial portion of the personality of the individual

iClicker: Which core trait in the Five-Factor Model of personality is manifested by an individual being moody, temperamental, and touchy?

Instability

Maslow's Hierarchy of Needs: Belongingness and Love Needs

Intimate relationships, friends - a part of psychological needs

iClicker: The energizing force that activates behavior and provides purpose and direction to that behavior is known as _______.

Motivation

Prevention-Focussed Motives:

Motives that revolve around a desire for safety and security and are related to consumers' sense of duties and obligations - short term focus - concrete - stability - self control - interdependent

One-Sided v. Two-Sided Messages

One-sided: only one point of view is expressed Two-Sided: presents both good and bad points - most effective when trying to change a strongly held attitude - counterproductive

iClicker: Which term reflects the relatively stable behavioral tendencies that individuals display across a variety of situations?

Personality

iClicker: Which of the following is FALSE regarding the central route to persuasion in the Elaboration Likelihood Model? - Consumers exhibit high involvement with the product, message, or decision - Consumers exhibit strong attention focused on central, product-related features and factual information - Consumers experience conscious thoughts about product attributes and use outcomes - Persuasion operated through classical conditioning - Persuasion generally alters product beliefs

Persuasion operates through classical conditioning (THIS IS TRUE FOR PERIPHERAL ROUTE)

iClicker: In Maslow's hierarchy of needs, food, water, sleep, and to an extent, sex, are considered ______ motives.

Physiological

Maslow's Hierarchy of Needs: Esteem Needs

Prestige and feeling of accomplishment - a part of psychological needs

iClicker: If the Volvo ad states, "There's more to life than playing it safe. Like testing the limits of your naughtiness. That's why it's time to test drive the new naughty Volvo." it is better fit for those with _______.

Promotion Focus

iClicker: Two prominent sets of motives under regulatory focus theory are termed: _______.

Promotion and Prevention

iClicker: The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude? What is an appropriate approach to achieve this objective?

Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.

Value Expressive v. Utilitarian Appeals

Value Expressive: attempt to build a personality for the product or create an image of the product user - most effective for products designed to enhance self-image or provide other INTANGIBLE benefits Utilitarian: informing the consumer of one or more functional benefits that are important to the target market - most effective for functional products

Approach-Approach Motivational Conflict:

a choice between two attractive alternatives

Avoidance-Avoidance Motivational Conflict:

a choice involving only undesirable outcomes

Approach-Avoidance Motivational Conflict:

a choice with both positive and negative consequences

Motive:

a construct representing an unobservable inner force that stimulates and compels a behavioral response

Involvement:

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

Brand Personality:

a set of human characteristics that become associated with a brand - a particular type of brand image that some brands acquire

iClicker: Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?

affective

Component Consistency:

all three attitude components tend to be consistent

behavioral component of attitude:

behavioral intentions with respect to specific attributes or overall object

cognitive component of attitude:

beliefs about specific attributes or overall object

iClicker: The elaboration likelihood model (ELM) posits two routes to persuasion, which are the _____.

central route and peripheral route

ELM:high involvement =

central route to attitude change by which consumers deliberately and consciously process those message elements that they believe are relevant to a meaningful and logical evaluation of the brand

Comparative Ad

directly compare the features or benefits of two or more brands

affective component of attitude:

emotions or feelings about specific attributes or overall object

Single Trait Approach (personality):

emphasizes one personality trait as being particularly relevant

Maslow's Hierarchy of Needs: Physiological Needs

food, water, warmth, rest - basic needs

While _______ are the energizing and directing force that makes consumer behavior purposeful and goal directed, the ______ of the consumer guides and directs the behavior chosen to accomplish goals in different situations.

motivations; personality

Promotion-Focussed Motives:

motives that revolve around a desire for growth and development and are related to consumers' hopes and aspirations - long term focus - abstract - change - fun and enjoyment - creativity - independent

Attribute Framing:

only a single attribute is the focus of the frame - simplest form of message framing

Affect Intensity (emotion):

people that are generally more emotional than others - consumers higher in affect intensity experience stronger emotions and are more influenced by emotional appeals

ELM: low involvement =

peripheral route to attitude change in which consumers form impressions of the brand based on exposure to readily available cues in the message regardless of their relevance to the brand or decision - classical conditioning

Describing ground beef as 80% fat free is what kind of attribute framing?

positive

Message Framing:

presenting one of two equivalent value outcomes either in positive/gain terms or in negative/loss terms

Negative Message Framing:

presenting outcomes in negative or loss terms

Positive Message Framing:

presenting outcomes in positive or gain terms

Consumer Ethnocentrism (single trait)

reflects an individual difference in consumers' propensity to be biased against the purchase of foreign goods

Need for Cognition (single trait)

reflects an individual difference in consumers' propensity to engage in and enjoy thinking

Consumers' need for Uniqueness (single trait)

reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods - affects what consumers own and value, why they own it, and how they use it - helps preserve the uniqueness of the product and enhance the distinctiveness and status of those who own it

Source Characteristics (communication)

represent "who" delivers the message - consists of trustworthiness and expertise - testimonial ad: a person, generally a typical member of the target market, recounts his success using the product - celebrity sources - sponsorship

Appeal Characteristics (communication)

represents "how" the message is communicated

Message Structure Characteristics (communication)

represents "how" the message is presented

Maslow's Hierarchy of Needs: Safety Needs

security, safety - basic needs

Benefit Segmentation:

segmenting consumers on the basis of their most important attribute or attributes

Regulatory Focus Theory:

suggests that consumers will react differently depending on which broad set of motives is most important

Emotion:

the identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling strong, relatively uncontrolled feelings that affect behavior - strongly linked to needs, motivation, and personality - unmet needs create motivation which is related to the arousal component of emotion - personality also plays a role (affect intensity)

Motivation:

the reason for behavior

Attitude:

the way one thinks/ feels/ acts towards some stimulus an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

Trait Theories of Personality:

theories that examine personality as an individual difference and thus allow marketers to segment consumers as a function of their personality differences ASSUME THAT... - all individuals have internal characteristics/traits related to action tendencies - there are consistent and measurable differences between individuals on those characteristics

Elaboration Likelihood Model

theory about how attitudes are formed and changed under varying conditions of involvement - suggests that involvement is a key determinant of how information is processed and attitudes are changed

Fear Appeals:

use of threat of a negative (unpleasant) consequence if attitudes or behaviors are not altered - physical fears - social fears

Brand Image:

what people think of and feel when they hear or see a brand name

"Chronic Accessibility"

when certain aspects have been a key focus for so long for these consumers, that the tend to be brought to mind when stimuli and decisions are encountered

Goal Framing:

where the message stressed either positive consequences of performing an act or the negative consequences of not performing the act - positive frame: benefits of the act are emphasized - negative frame: risks of not engaging in the act are emphasized