Deck_01 Flashcards
How are attitudes defined in conumer behavior?
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. In the context of consumer behavior, an “object” can be a prod- uct, brand, service, price, package, advertisement, promotional medium, or the retailer selling the product, among many other aspects of consumption.
How are attitudes formed?
Consumers learn attitudes from:
- personal experience
- family and freinds
- media
- internet
- social media
Explain the “Role of Personality Factors”
Personality traits significantly influence the formation of attitudes. For example, individuals with a high need for cognition (i.e., those who crave information and enjoy thinking) are likely to form positive attitudes in response to promotions that include a lot of detailed, product-related information. In contrast, consumers who are relatively low in this need are more likely to form positive attitudes in response to ads that feature attractive models or celebrities, or other peripheral cues about the prod- ucts advertised. Attitudes toward new products are particularly influenced by personality characteris- tics related to one’s innovativeness
Explain the “Role of Attitudes”
- Attitudes are consistent, meaning, we expect consumers’ behavior to correspond with their attitudes. For example, if a study showed that Mexican consumers prefer Japanese cars over Korean automobiles, we would expect that a Mexican consumer will buy a Japanese car when he replaces his current vehicle
How do situations affect consumers attitudes?
- “situations” are events and circumstances that influence the relationships between attitudes and behaviors at particular times. Situations can cause consumers to behave in ways seemingly inconsistent with their attitudes
- For example switching brand to save money
What is the “Tri-Component Attitude Model”?
- model that explains how attitudes affect behavior
- The tri-component attitude model maintains that attitudes consist of three components: Cognitive, affective, and conative
The Cognitive Component
- the knowledge and perceptions of the features of an attitude object that the person acquired from direct experi- ence with the attitude object and information from various sources.
- This knowledge and per- ceptions commonly are expressed as beliefs; that is, the consumer believes that the attitude object possesses or does not possess specific attributes
The Affective Component
- represents the consumer’s emotions and feelings regarding the attitude object, which are considered evaluations
- For in- stance, if a person visiting a shopping center feels particularly joyous during shopping there, he will spend more time doing so and recall with great pleasure the time spent at the shopping center
The Conative Component
- reflects the likelihood that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
- In consumer research, the conative component is treated as an expression of the consumer’s intention to buy
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How can marketers change Beliefs about products?
- Changing beliefs about products
- Changing brand image
- Changing beliefs about competing brands
Explain the “Attitude-Toward-Object Model”
The attitude-toward-object model maintains that a consumer’s evaluation of a product is a function of:
- The extent to which the product has (or lacks) each of a given set of attributes.
- The importance of each of these attributes to the consumer.
Explain the “Theory of Reasoned Action”
the theory of reasoned action (TRA) incorporates the cognitive, af- fective, and conative components. Additionally, it holds that researchers must measure the subjec- tive norms that influence a person’s intention to act before gauging the level of intention. Subjective norms are the person’s feelings as to what relevant others (e.g., family, friends, roommates, co-work- ers) think of the action the person contemplates. That is, would they support the anticipated action or not. For example, if a student wanted to get a tattoo but first considered whether her parents or boyfriend would approve or disapprove of her contemplated behavior, her consideration of others’ opinions is her subjective norm.
Explain the “Theory of Trying-To-Consume”
represents cases where the outcome of a contemplated action (e.g., a purchase), stemming from a positive attitude, is uncertain, but is still being pursued by the con- sumer. A person trying to consume faces two types of obstacles that may prevent the desired outcome
Personal impediments, such as a consumer who is trying to find “just the right tie” to go with a suit, for less than $50, or a person trying to lose weight, but loves cookies.
- Environmental impediments, such as the reality that “just the right tie” costs more than $50,
- or realizing that one cannot continue eating cookies and lose weight, and that there are no low-calorie cookies that taste good.
Explain the “Attitude-Toward-the-Ad Model”
proposes that the feelings consumers form when they see and hear ads significantly impact their attitudes towards the brands advertised.
What is the functional approach?
Changing attitudes by appealing to consumers’ motivations is known as the functional approach. Accordingly, attitudes are classified into four functions: The ulitarian function, ego-defensive function, value-expressive function, and knowledge function
The Utilitarian Function
- stems from the belief that consumers’ attitudes reflect the utilities that brands provide. When a product has been useful or enabled us to perform certain tasks in the past, our attitude toward it tends to be favorable
The Ego-Defensive Function
- The ego-defensive function maintains that people form attitudes in order to protect themselves from sensing doubt and to replace uncertainty with feelings of security and confidence. For ex- ample, many consumers believe that salads from restaurants or salad bars—commonly eaten during lunch—are healthy and not fattening
The Value-Expressive Function
- The value-expressive function maintains that at- titudes reflect consumers’ values and beliefs, and that marketers can create ads that either support or refute these notions.
The Knowledge Function
The knowledge function holds that people form attitudes because they have a strong need to un- derstand the characters of the people, events, and objects they encounter
Associating Brands with Worthy Objects or Causes
- Another way to influence attitudes is to relate them to social or cultural events. For example, the ad in Figure 6.1 associates SNICKERS® with nostalgic memories of Easter “egg hunt.” The ad for Method detergent in Figure 6.12 associates the product with a worthy cause—ecological concern— by mocking mainstream detergents that come in huge and environmentally harmful jugs.
Explain the “The Elaboration Likelihood Model”
proposes that attitudes can sometimes be changed by either one of two different routes
Central Route
- High involvement
- Considered thought andcognitive processing
- Learning through
- Attribute-basedinformation
- Highqualityarguments
- Exertionofefforttolearn, comprehend, evaluate
- Comparative ads
- Objective knowledge
Peripheral Route
- Low involvement
- Little thought and little
- information processing
- Learning through
- Repetition
- Passive processing of visual cues
- Holistic processing
- Non-comparative ads
- Subjective knowledge
What is cognitive dissonance?
Cognitive dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. When cognitive dissonance occurs after a purchase, it is called post-purchase dissonance.
Consumers can reduce their post-purchase dissonance in several ways:
- Rationalize their decisions.
- Seekadvertisementsthatsupporttheirchoices(whileavoidingdissonance-creatingcompetitiveads).
- Try to “sell” friends on the positive features of the purchase made (i.e., “the consumer as a sales agent”).
- Look to satisfied owners for reassurance (e.g., meet homeowners in the community where the newly purchased house is located).
What is defensive Attribution?
People generally accept (or take) credit for success (internal attribution), but assign failure to others or outside events (external attribution)
What is the foot-in-the-door-technique and the door-in-face-technique?
The door-in-the-face (DITF) technique is a compliance method commonly studied in social psychology.[1][2] The persuader attempts to convince the respondent to comply by making a large request that the respondent will most likely turn down, much like a metaphorical slamming of a door in the persuader’s face. The respondent is then more likely to agree to a second, more reasonable request
Foot-in-the-door (FITD) technique is a compliance tactic that aims at getting a person to agree to a large request by having them agree to a modest request first
What does the communications process look like in consumer behavior?
Impersonal communications are messages that companies transmit through their marketing departments, adver- tising or public relations agencies, and spokespersons. The targets, or receivers, of such messages are usually a specific audience or several audiences that the organization is trying to inform, influence, or persuade. The senders of interpersonal communications may be either formal sources (e.g., a salesperson in a physical or virtual retail location) or informal sources (e.g., peers with whom the consumer communicates face-to-face or via electronic means).
How can communicaiton be interfered?
Selective exposure
- refers to consumers’ selectivity in paying attention to advertising messages. They read ads carefully for products they are interested in and tend to ignore advertisements that have no interest or relevance to them
time shift
- recording TV shows and viewing them at their leisure while skipping over commercials.
Psychological Noise
competing advertising messages or distracting thoughts can affect the reception of a promotional message. A viewer faced with the clutter of nine successive commercial messages during a pro- gram break may actually receive and retain almost nothing of what he has seen
Marketers use the following strategies to overcome or limit psychological noise:
- Repeated exposure
- break through the psychological noise by contrast to other ads
- use of digital technologies
- Effective positioning and providing value
Explain the difference between broadcasting and narrowcasting
Traditional media
- Broadcast
- One-way
- Directed at groups
- Not customized or interactive
- Less accurate feedback, delayed feedback
New media
- Narrowcast
- Two-way
- Addressable
- Customized
- Interactive
- Response-measurable
What is addressable advertising?
addressable advertising consists of customized messages sent to particular consumers. These mes- sages are based mostly on the consumers’ prior shopping behavior, which marketers have observed and analyzed.
What different kinds of messages are there and what objectives can they have?
- Verbal, nonverbal or both
- Steps for sponsor (individual or organization)
- Establish objectives
- Create awareness
- Promote sales
- Encourage/discourage practices
- Attract patronage
- Reduce dissonance
- Create goodwill/favorable image
- – Select medium
- – Design (encode) message
What decisions have to be made regarding messages?
- Images and text
- Message framing
- Should a marketer stress the benefits to be gained by using a specific product, that is, positive message framing; or the benefits to be lost by not using the product, that is, negative message framing
- One-sided vs. two-sided messages
- Should a marketer pretend that its products are the only ones of their kind, that is, use a one-sided message; or should the company acknowledge competing products, that is, use a two-sided message
- Order of presentation
- Is it best to present your commercial first or last? Communications researchers have found that the order in which a message is presented affects audience receptivity.
What is comparative advertising?
Comparative advertising is a widely used marketing strategy in which a marketer claims prod- uct superiority for its brand over one or more explicitly named or implicitly identified competitors, either on an overall basis or on selected product attributes
What are some guidelines for Fear Appeals?
- Understand reaction and previous
- experiences
- Beware the boomerang effect
- Behavior change long and complex process
- Study relationship with action and anxiety
- Determine whether rational or emotional fear appeal
- Repeat advertising over the long term
- Accept that some addicts may not respond
- Consider alternatives
What are the The Motivations of Opinion Leaders and Receivers?
- Opinion leaders are highly knowledgeable regarding a particular product category, follow new products that come into the markets, and are often consumer innovators in their area of expertise.
- Opinion leaders are self-confident, outgoing, and sociable. They readily discuss products and consumption behaviors with others.
- Opinionleadersreadspecial-interestpublicationsandregularlyvisitwebsitesdevotedtothespe- cific topic or product category in which they specialize. They have specialized knowledge that enables them to make effective recommendations to relatives, friends, and neighbors.
- Usually, opinion leaders and receivers belong to the same socioeconomic and age groups.
What are the different kinds of adopter categories?
Innovators
The innovators are the earliest consumers to buy new products. They are prepared to take the risk that the product will not work well, become unavailable, or be quickly replaced by an improved model (i.e., they are broad categorizers). They are often willing to pay somewhat higher prices for newly introduced products, because they enjoy being the first to own gadgets and show them off. When targeting innovators, ads should show them using new products conspicuously and being no- ticed and even asked questions by others (e.g., “Where did you get that?” “Do you like it?” “I have an older model, do you think I should switch to the one you are using?”). Many innovators like to shop with others; Table 9.7 details typical shopping patterns of fashion innovators.
Early Adopters
The early adopters are consumers who buy new products within a relatively short period following introduction, but not as early as the innovators. They are venturesome, likely to engage in word-of- mouth, and also likely to assist others who are considering adopting the new products. Ads targeting members of this segment should show them praising the new products.
Early Majority
The early majority consists of consumers who buy innovations after the early adopters have done so. This segment is larger than the preceding two groups combined. For example, when a new model of an e-reader was introduced, they waited for prices to decline and, after quite a few people pur- chased it (and its price declined), they decided to buy the new model. The ads targeting members of this group should assure them that the product has been successful and provide them with purchase incentives.
Risk aversion is defined as the reluctance to take risks and low tolerance of ambiguous situa- tions, as illustrated by the consumption-related characteristics of risk-averse consumers in Table 9.8. Members of the early majority are somewhat risk averse, whereas the late majority and laggards are highly risk-averse consumers.
Late Majority
Members of the late majority are risk averse and slow to adopt innovation. They wait until most other consumers have adopted the new product before buying it. When they finally buy their first e-readers, they are likely to buy older models, which marketers sell at lower prices, and alway look for extensive guarantees. If these consumers are happy with their initial purchases, they are likely to become members of the early majority and likely to buy newly introduced e-readers.
Laggards
The laggards are the very last consumers to adopt innovations. By the time they get around to pur- chasing their first e-readers, the innovators and early adopters have already switched to the most advanced models. Laggards are high-risk perceivers and the last ones to recognize the value of in- novative products.
Non-Adopters
Marketers often “write off” non-adopters, but not all non-adopters are the same, and understanding nonusers is important. For instance, one study found two distinct segments among non-adopters of Internet banking:
Explain the stages of Children’s Development as Consumers
