Lecture 7 Flashcards
(12 cards)
Motivation
Motivation is the inner state of arousal that provides energy needed to achieve a goal
Relevance
Relevance describes the motivation to seek and process information, to make decision, and to take actions
High motivated consumers are more likely to exert effort to cognitively process information (ie think about decision making) than low motivated consumers
Cognitive models of attitude formation:
Consumers exert a lot of effort to process a message and form attitudes based on their cognitive responses.
But in many cases consumers put in little effort to process a message. They form attitudes based on simple associations; affect plays a crucial role
Two routes to chan attitudes: cognition vs affect
Cognition = attitudes are based on thoughts we have about information received from external sources (ads, sales people, friends)
Focus; functional perspective (ie what features has the product)
Affect: attitudes are based on feelings / emotions we have or observe when in contact with external sources (ads, sales people, friends)
Focus: emotional perspective (ie does it feel right)
Affective response
Feelings / emotions consumer generate in response to a message. It acts as a source of information. It’s processed on a general and not at an analytical level > does it feel right.
Managerial relevance: emotional appeal of a message ( experience or observe)
Models of affective attitude forMarion: low Effort affective processing
Attitudes based on consumer affective (ie emotional) reactions can be formed via; mere exposure / attitude towards the ad / classical and evaluative conditioning / consumer mood
Mere exposure effect
Familiarly leads to liking. Attitudes towards an offering increases, the more familie a consumer becomes with it
Managerial relevance: creating repeated exposure: especially important for unknown brands new product information
Evaluative conditioning
Evaluative conditioning is producing an affective response by repeatedly pairing a neutral condition stimulus ( eg brand) with an emotionally charged unconditioned stimulus (eg scenery and music in an ad)
Objective is to not elicit a physiological reaction
Consumer mood
Consumers moods can influence their attitude towards the brand. Mood biases attitudes in the mood congruent direction
Match up theory (message source)
Message theory is the theory to increase brand attitudes effectively, the source of the message should Match the product offered
Using experts for utilitairian products, verbs for social risk or impression products, attractive modes for health and beauty products
Infleucneing affective based attitudes: the message
The message is about creating emotions. Positive emotions like pleasant pics, sex, humour. Negative emotions like fear and guilt.
Positive emotions influence customers by using messages that elicit emotions such as love joy hope and excitement . Positive emotion dare intended to attract consumers to the offering
Negative emotions influence consumers attitudes by using messages that stresses negative consequences to elicit fear and guilt. Negative emotions are intended to create anxiety about that might happen if consumers do not comply with the message (eg not to buy the product). It must suggest an immediate action to reduce consumer fear / level of fear must be moderate / source providing the message must be credible
Key takeaways:
Consumers can put high or low effort into processing information. Affective models of attitudes formation mainly focusing on low effort; cognitive on high effort.
Affective responses result from processing on a general level (vs cognitive responses from analytical) that it does it feels right
Formulation of affective attitudes based on low efforts via the mere exposure, evaluative conditioning, attitude towards the ad, consumer mood
To be effective the source of the message should match the product (ie the match up theory)
