Chapter 11

What is a benefit segment?

A segment based on needs or sought benefits. Importance ratings are a way to measure what consumers feel is important. Clustering those who rate the importance of product features the same allows the marketer to group consumers based on attribute importance and benefits sought.

How can attitudes guide new-product development?

Ideal performance levels, by attribute, provide a particularly useful guide for new product development.

When is a two-sided message likely to be more effective than a one-sided message?

In a one-sided message, only a positive point of view is expressed. In a two-sided message, both good and bad points are expressed. One-sided messages are more effective in reinforcing attitudes: two-sided messages are more effective in accomplishing attitude change. Two-sided messages have been shown to be particularly effective in communicating to highly educated consumers

What is meant by positive message framing and negative message framing?

Message framing refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing).

What are the nonverbal components of an ad? What impact do they have on attitudes?

Pictures, music, surrealism, etc., are nonverbal components of ads. By arousing an emotional response, the nonverbal components can affect attitude. Likewise they can provide meaning that is not possible to convey with words

What are the three characteristics of the message structure that influence its ability to change attitudes? Describe each.

The three characteristics are one- versus two-sided messages, positive versus negative framing, and the nonverbal components of the message. The effectiveness of one- versus two-sided messages depends largely on the situation and characteristics of the target audience. The same is true for message framing - presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing). Nonverbal aspects of the ad, such as pictures, surrealism, and music, also affect attitude

What is the elaboration likelihood model?

a theory about how attitudes are formed and change under varying conditions of involvement. suggest different communications strategies depending on involvement. central cues- high involvement, central route situations. peripheral cues- low involvement, peripheral route

What is an attitude?

an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment

What is a value-expressive appeal?

attempt to build personality for the product or create an image of the product user best for self-image products/intangible benefits

Why are celebrity sources sometimes effective? What risks are associated with using a celebrity source?

bring attention, attitude towards the ad, trustworthiness, expertise, aspiration aspects, meaning transfer. if they can a bad reputation, so does the brand. cannot promote everything.

What strategies can be used to change the following components of an attitude? Cognitive

change belief, shift importance, add belief, change ideal

What strategies can be used to change the following components of an attitude? Behavioral

changes within the congitive/affective change behavioral

What strategies can be used to change the following components of an attitude? Affective

classical conditioning, affect towards ad/site, mere exposure

What are the components of an attitude?

cognitive- beliefs about specific attributes or the overall object behavioral- behavioral intentions with respect to specific attributes of the overall object affective- emotions or feelings about specific attributes or the overall object

Are emotional appeals effective? Why?

designed primarily to elicit a positive affective response rather than provide information/argument. typically work for those who are heavy users of brand and more established brands.

Are comparative appeals effective? Why?

directly compare features/benefits of two or more brands. often more effective than non-comparative, however, can also bring negative consequences.

What strategies can consumer use to resist persuasion? Which consumers are most likely to do so?

discrediting- discredit the neg info discounting- making less of a deal containment- separating from other aspects

Name five possible characteristics of an appeal that would influence or change attitudes. Describe each

fear, humorous, comparative, emotional, value expressive, utilitarian

What is attitude ambivalence?

holding mixed feelings/belief about an object

What is source credibility? What causes it?

how credible a source is. trustworthiness and expertise.

What is a utilitarian appeal?

involve informing the consumer of one or more functional benefits that are important to the target market best for functional products

What factors reduce the apparent consistency among attitude components?

lack of need, lack of ability, relative attitudes, attitude ambivalence, weak belief and effect, interpersonal and situation influences

How does the effectiveness of a positive versus negative frame vary depending on whether it's a goal frame or attribute frame?

only talks about one part of product. positive framing works best because it emphasizes the desirable aspect benefits/consequences are emphasis. negative framing is more effective.

Are the components of an attitude consistent?

the components are consistent, except for when they are not.

What is meant by mere exposure?

the idea a consumer will purchase something because it is placed in front of them (gum at counter)

What are the two characteristics of the source of a message that influence its ability to change attitudes? Describe each.

trustworthy- no ulterior motives, just providing accurate and complete information expert- knowing and understanding the product

Are fear appeals always effective in changing attitudes? Why?

use the threat of negative (unpleasant consequences) if attitudes/behaviors are not altered. change in attitude depends on whether consumer does/does not already do what ad wants them to change.

What characteristics should humorous ads have?

used to increase attention and liking of ad/brand. overall works when consumers believe it is done in a meaningful and appropriate way.