Attitudes, Intentions, and Behavior II

MKT 750 Dr. West

Agenda

ABC Model of Attitudes Hierarchy of Effects ELM FCB Grid The role of consistency Dewar’s Repositioning

The rest of the story…

Affect the way a consumer

feels

about an attitude object (favorable/unfavorable) Behavior the consumer’s intention to

do

something with regard to the attitude object Cognition refers to the

beliefs (know)

about an attitude object.

a consumer has

Hierarchy of Effects

High-Involvement Hierarchy: Cognition Affect Behavior

Know Feel Do

Low-Involvement Hierarchy: Cognition Behavior Affect

Know Do Feel

Experiential Hierarchy: Affect Behavior Cognition

Feel Do Know

Involvement Paradox

The

more

important the product is to the consumer, the

less

influence advertising has on attitude Remember, behavior is determined by perceived value The

less

important the product is to consumer, the behavior

more

impact marketing stimuli (e.g. packaging, jingles) have on

Low-Involvement Learning

Passive Process Low motivation to process information Habitual Behavior Classical Conditioning Occurs when an unconditioned stimulus (bell) is paired with a conditioned stimulus (meat powder) Credit cards

Low-Involvement Learning

Passive Process Operant (Instrumental) Conditioning Occurs when an individual learns to perform a behavior that produces positive outcomes (reinforcement) and to avoid behaviors that produce negative outcomes (punishment) Frequency marketing, coupons, etc… Remember, extinction!

Elaboration Likelihood Model

AD ( source, message) High Involvement Processing Cognitive Belief and Behavior Responses Attitude Change Change CENTRAL ROUTE Attention and Comprehension PERIPHERAL ROUTE Low Involvement Processing Belief Behavior Change Change Attitude Change

Central Route

Opinions are sensitive to the strength/quality of information presented Ad providing relevant information or images will lead to more favorable opinions

Peripheral Route

A ad (attitude toward the ad) impacts consumers’ opinion/feelings about a product Cues devoid of product-relevant information (peripheral cues) shape consumer behavior

Foote Cone & Belding Grid

High INVOLVEMENT MOTIVES FOR PURCHASING Think I Insurance Economy Cars Tires Credit Cards Medications Feel II Sports Car Perfume Wine Low III Sun-Tan Lotion Liquid Bleach Razors Paper Towels IV Pizza Beer Soft Drinks

Foote Cone & Belding Grid

Quadrant I: performance Informational approach emphasizing Quadrant II: Emotional appeals linked to self-image Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase) Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)

Tums claims that its product is recommended by doctors more than other brands.

The claim positions Tums as a leading source of calcium.

bebe, a retailer of up-scale clothing uses advertising to convey an image

Mr. Clean’s familiar face is used to introduce this new product

Target uses image advertising to build its brand

The Importance of Emotions

How are affect and cognition related?

Do thoughts precede emotions or emotions precede thoughts?

Independence Hypothesis postulates separate and partially independent systems Highlights the importance of aesthetics and subjective experience

The Role of Consistency:

Cognitive Consistency Principle: We value harmony among our thoughts , feelings , and behavior Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes

The Role of Consistency:

Theory of Cognitive Dissonance: When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behavior Example: “I know smoking causes cancer” “I smoke cigarettes” How do smokers resolve this inconsistency?

The Role of Consistency:

Theory of Cognitive Dissonance: Explains why consumers’ evaluation of a product tend to increase decisions.

after

purchase, and why they seek support for their What can marketers do to assist?

The Role of Consistency:

Balance Theory: Examines relations among triads of related attitudes Each triad contains a person’s perception an attitude object (Pepsi) , and another person (Britney Spears) or object.

The perceptions can be either favorable (+) or unfavorable (-) People strive for relational harmony and thus alter their perceptions to create consistency.

The Role of Consistency:

Relational Harmony + Pepsi Person 1 + Britney Pepsi Person 2 Britney Pepsi Person 3 + Britney Pepsi Person 4 + Britney

The Role of Consistency:

Pepsi chooses Britney Spears as endorser Person 1 + Pepsi + Person 2 + Britney Pepsi + Britney Person 3 Person 4 + Pepsi + Britney Pepsi + + Britney

The Role of Consistency:

Pepsi chooses Britney Spears as endorser Person 1 + Pepsi + Person 2 + Britney Pepsi +

HARMONY

Britney Person 3 Person 4 + Pepsi + Britney Pepsi + + Britney

The Role of Consistency:

Pepsi chooses Britney Spears as endorser Person 1 + Pepsi + Person 2 + Britney Pepsi +

INCONSISTENCY

Britney Person 3 Person 4 + Pepsi + Britney Pepsi + + Britney

The Role of Consistency:

Balance Theory: Creating relational harmony Me

(-) + (+)

Pepsi Britney

+

Opinion Change

The need for changing consumers’ product opinions commonly occurs for mature products After years on the market, product image, packaging, or claims may need to be updated

Aunt Jemima introduced a new, thicker light syrup to the market to improve consumers’ opinions of the brand.

Danger of Changing Opinions

Making changes to improve opinions of some people, may hurt the opinions of others Changes designed to attract customers must be weighed against their potential for alienating other customers

Danger of Changing Opinions

Dewar’s Repositioning Declining consumption beginning in 1978 Problems with perceptions & taste Critical period for product adoption (mid to late 20s) Decision to target youth in the late 1990s

Assignment

Finish Reading Chapters 9, 12 & 16 Work on Your Project