Consumer Behaviour Chapter 8

Source effects

Same words by different people can have very different meanings -A "source" often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a "typical" consumer

Source credibility

Source's perceived expertise, objectivity, or trustworthiness -works best when consumer has no formed opinion about product or when product is a utilitarian product that has a high performance risk ex. vacuum, corporate social responsibility -consumer's qualifications should be relevant to product endorsed

Persuasion

an active attempt to change attitudes.

Match-up hypothesis

the celebrity's image and that of product should be similar

Source attractiveness

the source's perceived social value: physical appearance, personality, or social status, or from his or her similarity to the receiver. -directs attention to marketing stimuli-does not necessarily affect product attitudes or purchase intentions -works best when consumers are sensitive about social acceptance and the opinions of others or with products that have a high social risk ex. jewellery and furniture

credibility and attractiveness

two important source characteristics

two-factor theory

two separate psychological processes are operating when a person is repeatedly exposed to an ad: repetition increases familiarity and reduces uncertainty about a product, but over time, boredom increases with each exposure- results in wearout

central route to persuasion

under conditions of HIGH involvement, the consumer takes the ______ route to persuasion -message factors such as the quality of arguments presented will be important in determining attitude change

peripheral route to persuasion

under conditions of LOW involvement, the consumer takes the ______ route to persuasion -when consumers do not care, stimuli associated increases -may be chosen only because of nice packaging, celebrity spokesperson

Nonhuman Endorsers

- do not have to worry about their reputation being tarnished -can change them according to target market's wants/needs -cost effective

New Message Formats

-M-commerce (mobile commerce): Marketers promote goods and services via wireless devices: PDAs, IPods -Blogging: People post messages to the Web in diary form -Social Networks

variables crucial to Elaboration Likelihood Model (ELM)

-Message-processing involvement: when told free beer, high involvement -Argument strength -Source characteristics: attractive?

when fear appeals are most effective

-Threat is moderate -Solution to problem is presented -Source is highly credible

source biases

-knowledge bias: knowledge about product not accurate -reporting bias:source has required knowledge but his/her willingness to convey it accurately is compromised ex. star tennis payer payed only to use one type of racket

factors affective persuasiveness

-words vs. pictures? -how concrete or vivid should arguments and imagery be? -how often should message be repeated? -should both sides of argument be presented? -conclusion? or leave up to viewer? -explicitly compare with competitor? -sexual appeal -funny? -negative feelings ex. fear aroused?

Communication model

A framework specifying that a number of elements are necessary for communication to be achieved: SOURCE->encode->MESSAGE->medium->RECEIVERS->decode--> feedback

Interactive communications model

Consumers are now proactive in communications processes: becoming partners in communication process. -may seek out messages rather than wait to see on tv DVRs, VOD, pay-per-view, Caller ID, TiVo, Internet, I-phone, Blackberry, I-Pad, Bluetooth

Types of Message Appeals

Emotional Versus Rational Sex Humourous Fear

mere exposure effect

people like things that are more familiar to them

Halo effect

people who rank high on one dimension are assumed to excel at other dimensions ex. good-looking people are thought to be smarter, cooler, happier

level of involvement

relative effectiveness of a strong message and favourable source depends on consumer's ____________

Elaboration Likelihood Model (ELM)

the approach that one of two routes to persuasion (central versus peripheral) will be followed, depending upon the personal relevance of a message; the route taken determines the relative importance of message contents versus other characteristics, such as source attractiveness. -assumes that once consumers receive message, they begin to process it

most important factor that determines whether a commercial message will be persuasive

whether the communication contains a BRAND-DIFFERENTIATING MESSAGE

typical consumers as source

work best when providing real-life endorsements for everyday products that are low-risk ex. cookies