Transcript Attitudes, Intentions, and Behavior II

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) a consumer has
about an attitude object.
Hierarchy of Effects
High-Involvement Hierarchy:
Cognition
Affect
Behavior
Know
Feel
Do
Low-Involvement Hierarchy:
Cognition
Behavior
Affect
Know
Do
Feel
Experiential Hierarchy:
Affect
Feel
Behavior
Do
Cognition
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 more impact marketing
stimuli (e.g. packaging, jingles) have on
behavior
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
High Involvement
Processing
Cognitive
Responses
Belief and
Attitude Change
Behavior
Change
CENTRAL ROUTE
AD
(source, message)
Attention and
Comprehension
PERIPHERAL ROUTE
Low Involvement
Processing
Belief
Change
Behavior
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
Aad (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
MOTIVES FOR PURCHASING
Think
I
High
INVOLVEMENT
Insurance
Economy Cars
Tires
Credit Cards
Medications
III Sun-Tan Lotion
Low
Liquid Bleach
Razors
Paper Towels
Feel
II
Sports Car
Perfume
Wine
IV Pizza
Beer
Soft Drinks
Foote Cone & Belding Grid
Quadrant I: Informational approach emphasizing
performance
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 after purchase,
and why they seek support for their
decisions.
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
Person 1
+
Person 2
+
Pepsi
Britney
Pepsi
Person 3
+
Pepsi
Britney
Person 4
Britney
Pepsi
+
Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser
Person 1
+
Person 2
+
Pepsi
+
Britney
Pepsi
Person 3
+
Pepsi
+
Britney
Person 4
+
-
Britney
Pepsi
+
+
Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser
Person 1
+
Person 2
+
Pepsi
+
Britney
-
-
Pepsi
+
Britney
HARMONY
Person 3
+
Pepsi
Person 4
+
Britney
Pepsi
+
+
Britney
The Role of Consistency:
Pepsi chooses Britney Spears as endorser
Person 1
+
Person 2
+
Pepsi
+
Britney
-
-
Pepsi
+
Britney
INCONSISTENCY
Person 3
+
Pepsi
Person 4
+
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