Transcript Capter 15

CHAPTER 15
Shaping Consumers’
Opinions
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Opinion formation: the first time we
develop a belief, feeling, or attitude
about something
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Opinion formation: the first time we
develop a belief, feeling, or attitude
about something
Comprehension: involves the
interpretation of a stimulus
When meaning is attached to the
stimulus
The meaning depends on what
occurs during stimulus processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Stimulus categorization:
classifying stimulus using the
mental concepts and categories
stored in memory
After hearing a brand name,
consumers assign it to a category
of product
Products and advertisements can
be miscategorized
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Different advertisements require
different amounts of processing
A lot of information requires
extensive processing, while simple
ads require less processing
As consumers invest varying
amounts of cognitive effort in
comprehending information, they
will have different interpretations of
advertisements
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
The amount of processing can
shape comprehension and opinion
formation
Cognitive responses
Affective responses
Because consumers tend to invest
few cognitive resources into
processing advertising messages,
ads often feature simple, easy to
comprehend messages
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The “got
milk?”
campaign
features
messages
which provide
information
about the
benefits of
milk, yet
these
messages are
easy to
comprehend.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
This ad, for a
heartburn
medication,
provides
consumers
with a lot of
information
which
requires
extensive
processing to
comprehend.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Classical conditioning
The unconditioned stimulus (US)
evokes an unconditioned response
(UR)
The unconditioned response can be
transferred to a conditioned stimulus
(CS) through classical conditioning
Since this response arises from the
conditioning it is called the
conditioned response (CR)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Classical Conditioning Approach to
Influencing Consumer Attitude
(US)
Knives
Sharpness
(UR)
(CS)
Product
Sharp flavor
(CR)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Classical conditioning
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
Classical conditioning
Meaning transfer can occur from
pairing two objects together in an ad
Association may also cause a transfer
of feeling and liking from a stimuli to
the advertised product
Product-irrelevant stimuli can affect
product choice
Among alternatives lacking a
dominant brand, association with a
well-liked stimulus may sway choice
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation
The power of association in
shaping consumers’ opinions
It frees companies from the
constraints imposed by how well the
product actually performs
Simple association works without
requiring consumers to undertake
extensive thinking during processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Formation:
The Content of Processing
Central Process of Opinion
Formation
Peripheral Process of Opinion
Formation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Central Process of Opinion
Formation
Central process: process in which
opinions are formed from
thoughtful consideration of
relevant information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Central Process of Opinion
Formation
Central process: process in which
opinions are formed from
thoughtful consideration of
relevant information
These opinions are very sensitive
to the strength or quality of the
relevant information presented
Ads describing brand advantages
lead to more favorable opinions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
This
advertisement
describes the
advantages of
Miracle-Gro
potting soil. It
describes how
Miracle-Gro
performs
compared to
other soil.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Central Process of Opinion
Formation
The persuasiveness of an ad’s
claims depends on the thinking
undertaken during processing
The extent to which opinions about
the advertised product were
affected by the ad claims depends
on the amount of product-relevant
thinking during processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Influence of Advertising Claims
Depends on the Thinking That Occurs
During Ad Processing
Favorability
of postmessage
product
opinions
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Influence of Advertising Claims
Depends on the Thinking That Occurs
During Ad Processing
Stronger ad
claims
Favorability
of postmessage
product
opinions
Weaker ad
claims
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Central Process of Opinion
Formation
What is the potential for nonclaim
advertising elements to provide
product-relevant information?
When relatively little thinking is
done during processing, opinions
are unaffected by picture
manipulation
When more thinking occurs,
opinions are more likely to change
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Influence of Pictures that Convey
Product-Relevant Information also
Depends on Thinking During Processing
Favorability
of postmessage
product
opinions
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Influence of Pictures that Convey
Product-Relevant Information also
Depends on Thinking During Processing
Relevant ad
picture
Favorability
of postmessage
product
opinions
Irrelevant
ad picture
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Peripheral Process of Opinion
Formation
Peripheral process: leads to the
formation of opinions without
thinking about relevant information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Peripheral Process of Opinion
Formation
Peripheral process: leads to the
formation of opinions without
thinking about relevant information
Often attitude toward an ad is an
important determinant of
advertising effectiveness in
shaping opinions
Peripheral cues: stimuli devoid of
product-relevant information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Peripheral Pictures Become More
Influential When Product-relevant
Thinking Declines During Ad Processing
Favorability
of postmessage
product
opinions
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Peripheral Pictures Become More
Influential When Product-relevant
Thinking Declines During Ad Processing
Positive
irrelevant
picture
Favorability
of postmessage
product
opinions
Negative
irrelevant
picture
Less
More
Amount of relevant thinking during ad
processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Peripheral Process of Opinion
Formation
The attractive picture caused
subjects to develop more favorable
product opinions than did the
unattractive picture when thinking
about the product’s merits was
minimal
When thinking was more likely,
opinions were unaffected by the
pictures
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Influence of Biased Processing
Other factors may bias or alter
information processing and cause
a change in how the information is
interpreted
Expectations and mood states may
bias information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Businesses Influence
Opinion Formation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Businesses Influence
Opinion Formation
Advertising claims
Product endorsers
Use of free product samples
Product name
Product packaging
Colors
Reference Pricing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Stronger claims create more
favorable product opinions
Relevancy makes claims stronger
Strength also depends on what the
ad conveys about the product’s
characteristics and benefits
Comparative ads offer stronger ad
claims and may lead to more
favorable opinions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Ad claim substantiation is
important in opinion formation
Testimonials and product
demonstrations are effective ways
to substantiate claims
How can consumers verify an ad
claim’s accuracy or truthfulness?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Search claims: claims that can be
validated before purchase by
examining information readily
available in the marketplace
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Search claims: claims that can be
validated before purchase by
examining information readily
available in the marketplace
Experience claims: claims that
require product consumption for
verification
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Gillette makes experience claims about
Mach 3 razors
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Search claims: claims that can be
validated before purchase by
examining information readily
available in the marketplace
Experience claims: claims that
require product consumption for
verification
Credence claims: claims that are
impossible to verify
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Advertising Claims Influence
Opinion Formation
Objective claims focus on factual
information that is not subject to
individual interpretations
Subjective claims are ones that
may evoke different interpretations
across individuals
Objective claims are often
perceived as more believable
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Tums claims
that its
product is
recommended
by doctors
more than
other brands.
The claim
positions
Tums as a
leading source
of calcium.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Product Endorsers Influence
Opinion Formation
Endorsers can help shape product
opinions in several ways:
Association with brand may be
reason enough to buy it
Endorsers may embody meanings
that companies want attached to
their brands
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Product Endorsers Influence
Opinion Formation
Endorsers can help shape product
opinions in several ways:
Association with brand may be
reason enough to buy it
Endorsers may embody meanings
that companies want attached to
their brands
Match-up hypothesis: endorsers
are more effective when perceived
as appropriate for the product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Product Endorsers Influence
Opinion Formation
Endorsers may give testimonials
and provide evidence of product’s
attributes (make-up on endorser)
Endorser’s trustworthiness is
critical in increasing the
believability of the ad claim
Endorsers may serve as a
peripheral cue
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Nike.com
uses
tennis
great Pete
Sampras
to endorse
its
products
on and off
the court.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Free Product Samples Influence
Opinion Formation
Free samples can be effective
when introducing a new product
They encourage trial and help
foster positive opinions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Impact of Free Samples on Purchase
Behavior: Free Samples Boost Trial
Purchasing
16%
Percentage
of households
buying
11.4%
Months 1
2
3
4
5
6
Based on eight brand composite
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Impact of Free Samples on Purchase
Behavior: Free Sample-Induced Triers
Tend to Be Better Repeaters
35.7%
Percentage
of triers
repurchasing
31.8%
Months 1
2
3
4
5
6
Based on eight brand composite
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Product’s Name Influences
Opinion Formation
The meaning derived from the
name may influence the opinion
formed about the product
When it conveys the wrong
meaning, sales can suffer
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Product Packaging Influences
Opinion Formation
Me-too product packaging, which
imitates packaging of a leading
brand, tries to create favorable
opinions with consumers
Stimulus generation occurs when,
for an existing stimulus-response
relationship, the more similar a
new stimulus is to the existing
one, the more likely it will evoke
the same response
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Color Influences Opinion
Formation
Consumer opinions are often tied
to the product’s color
Color granules in detergents and
cold capsules serve as a visual
cue for products’ effectiveness
Colors of foods may change
expectations of flavor and also
change perceived flavor (green
orange juice)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Reference Pricing Influences
Opinion Formation
Reference pricing: involves
providing information about a
price other than that actually
charged for the product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Reference Pricing Influences
Opinion Formation
Reference pricing: involves
providing information about a
price other than that actually
charged for the product
Price tag may carry actual price
and “suggested retail price”
Designed to encourage consumers
to form a favorable opinion about
the reasonableness of the price
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Change
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Change
Once an initial opinion has been
formed, any modification represents
opinion change
Whenever consumers have opinions
that may prevent them from buying
a product, businesses may strive to
change consumers’ opinions
Research is often used to identify
consumers’ beliefs and attitudes
about product attributes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Del Monte
introduced an
easy-to-open
pull-top can
to the
marketplace
to change
consumers’
opinions
about the
brand.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
Products may also require
“improvements” to change
opinions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Aunt Jemima
introduced a
new, thicker
light syrup to
the market to
improve
consumers’
opinions of the
brand.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Opinion Change
The differential threshold: the
smallest change in stimulus intensity
that will be noticed
Just noticeable difference (jnd)
Weber’s law: achieving jnd depends
on more than simply the absolute
amount of change
Consumers will perceive a $1.00
discount as significant if it is on a
$2.00 item, but not for a $100 item
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Difficulty of Changing
Opinions
Easier to change opinions at time of
formation than preexisting opinions
Some opinions are more resistant
to change than others
How an initial opinion is formed
may affect how resistant it is to
change (experienced a product
versus heard about it from friend)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The 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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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Copyright© 2001 by Harcourt, Inc. All rights reserved.