Stuff Flashcards
(28 cards)
A model of information processing
Exposure and attention > perception > comprehension > outcomes: attitudes
Exposure = process by which a consumer comes in contact with a marketing stimulus
Important to generate need to actively create exposure to marketing stimuli ( reducing selective exposure)
Attention = the extent of mental activity a consumer devoted to a stimulus - attention limited / selective / divided
Attracting attention: personal relevant (eg targeting), pleasant (usin models), surprising (novel packaging) easy to process ( prominence)
Perception = the process of determining the properties of stimuli using one or multiple of the 5 senses: vision hearing taste smell and touch
Sensory marketing linked to perception
Consider thresholds with perception- absolute and differential (Webers law)
Comprehension = process of extracting higher order meaning from what consumers have perceived in the context of what they already know ( source identification / message comprehension)
Look at role of culture (low or high)
Inferences: conclusions that consumers draw or interpretations they form based on the message they receive
Knowledge content
Knowledge content is the information we have already learned and stored in memory about brands companies peoples
Scheme is associative network linked to an object or person. Based on personal experience and other info.
Brand image is scheme that captures what a brand stands for and how consumers view it. Can include favour abilitty uniqueness and salience.
Script is a special schema that represents knowledge of a sequence of actions involved in performing an activity ,
Brand positioning objectives
Creating a unieke position in the target mind of the group
Setting points of differentiation with points of parity
Differentiating the brand from competitors
Potential pitfalls of brand positioning
Building brand awareness before establishing brand identity and brand positioning
Promoting points of differentiation consumers don’t care about
Not being able to meet important points of parity
Becoming overly confident about repositioning your brand
Knowledge structure
Knowledge structure is how we organise knowledge (episodic and semantic) in our memory
Taxanomic category structure:
Organisation of objects is ordered, hierarchically structures with similar object in the same category
Prototype is products brands objects vary in how well they are perceived to represent a category (ie graded structure)
Prototype is the best example of a mental cognitive category
Factors that affect whether consumers regard a product as a more or less prototypical for a category:
Shared associations
Frequency
First / pioneer
Attitude (end part of information model processing)
A global and enduring evaluation that expresses how much we like or dislike an object brand or person.
The evaluation is based on the associations linked to an object brand etc.
Attitudes include behaviours
Attitude > behavioural intention > behaviour
Attitudes influenced by
Cognition = thoughts on info received like features etc
Affect = attitudes are based on feelings / emotions
Attitudes have different components:
Affect - I really like the Mac
Behavioural: I always buy Apple computers
Cognitive: my mac is easy to use
Attitudes are important to consumers as they help organise their social world to made decisions quickly and reduce uncertainty
To companies they can influence behaviours
Cognitive models; theories how thoughts create attitudes
Direct or imagined experiences - based on actual experience or elaborating on what experience could be like (samples)
Reasoning by analogy or category:
Considering how similiar another product is
Value driven = formation of attitudes by individual values (eg ethical products)
Analytical process of attitude formation - forming attitudes based on the cognitive responses to a marketing message/ info
Support / counter / source derogation
Cognitive dissonance: the inner tension raises
Discrepancy of beliefs can lead to cognitive dissonance
Cognitive dissonance = feeing of discomfort when we hold contradictory beliefs (eg marketing message is different from our believe)
Consumers solve discrepancy by:
Changing attitude
Justifying attitude by acquiring info that supports initial attitude
Justifying attitude by ignoring or denying the info
Influencing cognitive based attitudes:
Message source - source credibility (trustworthy, Expert)
MessAge itself needs to be credible as well:
Quality of argument - highlight usp, match amount to consumers effort)
Two sided messages: pres of both pos and neg
Particularly effective when
Consumer have neg attitude initially
When there is exposure to counter messages from competitors
Negative message about attribute isn’t that important
Comparitive message:
Messages that reference the competition by making direct (eg compared to Maccys) or indirect (eg other leading brands)
Motivation: the role of effort in decision making
Motivation is the inner state of arousal that provides energy needed to achieve a goal.
High motivated consumers are more likely to exert effort to cognitive process info than low motivated consumers
Cognitive models of attitude formation: consumers expert 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
Affective foundations of attitudes/ how affect creates attitudes
Affective response =‘feelings / emotions consumers generate in response to a message
Models of affective formation/: low effort affective processing:
Mere exposure - familiarity leads to liking
Classical conditioning - producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces the response
(Unconditioned stimulus > unconditioned response
Conditioned stimulus > conditioned response
Evaluative conditioning = producing affective response by pairing neutral conditioned stimulus with an emotionally charged unconditioned stimulus
Objective is to elicit a psychological reaction
Attitude toward the ad:
Consumers attitude towards the ad can influence their attitude towards the brand
Like humour music sex
(Consumers mood can influence their attitudes towards brand) like holister create cool mood
Influencing affective based attitudes: message source
Attractiveness of source can increase brand attitudes (must be appropriate for product)
Likability of sources: features or personality - the average look
Match up theory is to increase brand attitudes effectively the source of the message should match the product offered eg celebs with skin stuff etc dentists and toothpastes
Using positive emotions: elicit hope joy etc
Emotional contagion = message designed roundups consumers to experience a depicted emotion indirectly
Neg emotions: to elicit fear and guilt
Create anxiety about what might happen if consumers do not comply with the message
Mis suggest an immediate action to reduce consumer fear
Level of fear must be moderate
Source providing the message must be credible
Problem recognition
Problem recognition is the perceived difference between an actual and ideal state
Triggers consumers to take action like seek info.
Actual state is the way things actually are : stimulate dissatisfaction
Ideal state is the way we want things to be
Marketing purpose to promote this ideal state
Internal information search:
Internal search is problem solving based on info stored in memory.
4 things consumers may recall:
Brand - so use a consideration set which is the subset of top of mind brands when making a choice
Influenced by prototypicality, brand familiarity, goals and usage situations and brand preferences
Attributes - consumers recall some attribute info - recalled attribute strongly influences brand choice
Influenced by accessibility/ diagnostically / goals
Biases -
Confirmation bias - confirms pre existing belief
Inhibition - recall of one attribute prevents the recall of another
Mood - recall of info that matches consumers mood
External info search
External search is problem solving based info from outside sources
Prepurchase search - in response to problem recognition (specific buying decisions)
Ongoing search: search on regular and continual basis (ie result from enduring involvement, not problem recognition)
Classification by media type:
Paid - ads
Owned - websites
Earned - reviews
Earned media touchpoints:
Traditional
Social
Peer observations
Classification by channel:
Offline / online / mobile
Classification by ownership / control
Brand owned / partner owned / consumer owned
Drivers of external search
Involvement and perceived risk - search is higher when involgend in the product category or the risk of
making a failure is high
Consideration set - search is higher when the number of attractive alternatives is higher
Attitudes towards search - search is higher for people that like searching
Perceived costs and benefits - Search is higher when the benefits outweigh the costs
External info search - increasing purchase by:
Making info readily available and easily accessible
Providing info about diagnostic attributes
Matching amount of info with the product type
Diagnostic information
Diagnostic information is information about a product / attribute that Helps to distinguish between brands (eg if one brand is cheap and the other is expensive, price is diagnostic information)
Diagnostic information mainly influences internal and external search of information in the consumer decision process. As it helps to discriminate / distinguish between brands it mainly drives purchases behaviour / influences brand choice
Purchase decision: evaluation and selection
Deciding which brands to consider = awareness set, consideration set
Deciding what is important = goals, time
Deciding what to choose: cognitive decision model, affective decision model
Deciding to buy now or later = buying, delaying
Cognitive decision making models:
Compensatory vs non
Compensatory = pos attribute can compensate a negative one
Eg cost benefit analysis
Non comp = a pos attribute doesn’t always compensate for neg attribute. Using cut off levels eg price not higher than
Non compensatory modes require less cognitive effort
Consumers might first use non compensatory models (to decrease large consideration sets) then compensatory models
Brands vs attribute processing
Brand processing is comparing brands based on attributes
Attribute processing is comparing attributes across brands
Ranks attributes in terms of impotence and select one that fits it eg lowest price
Low effort decision making:
Most frequent type of decision making
Goal to find best fit for need not brand as such
High relevance of decision heuristics / choice tactics for quick and effortless decision making
Representative heuristics: making a judgement by simply comparing a stimulus with the category prototype. Using own brand next to branded ones (prototype)
Availability heuristics: basing judgments on events that are easier to recall, rather than on base rate info
Using choice tactics like:
Habit / brand loyalty / price tactic / normative tactic / affect tactic / variety seeking
Outcomes Of choice tactics:
Reinforcement = satisfaction
No reinforcement = indifferent
Punishment = dissatisfaction
Low effort decision making: Choice tactics
Habit = repetitive Purchase but no strong brand loyalty
Brand loyalty = repetitive purchase due to strong preference for a brand
Price tactic = choosing cheapest brand
Normative= buying brand someone else buys
Feelings based:
Affect tactic - global evaluation- how do we fee l about brand
Brand familiarity = mere exposure effect
Variety seeking = deviating from habit on purpose
Characteristics of impulsive purchases
Intense feeling of having to buy the product immediately
Feeling of euphoria and excitement
Disregard of potentially negative effects
Conflict between control and indulgence
Weapons of influence e
Reciprocity - based on social norm to repay what another person has given to use - culture made it true
Problem is exploitation of rule so uninvited debt (coke experiment) and unequal exchange
Techniques like gifts from sales people etc
Indirect reciprocity - door in face technique - ask large request
