Consumer Behavior Buying Having and Being Twelfth Edition

Learning Objectives (1 of 3) 8. 1 It is important for consumer researchers to understand the nature and power of attitudes. 8. 2 Attitudes are more complex than they first appear. 8. 3 We form attitudes in several ways. 8. 4 A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them. 8. 5 Attitude models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objectives (2 of 3) 8. 6 The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. 8. 7 The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be. 8. 8 Several factors influence a message source’s effectiveness. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objectives (3 of 3) 8. 9 The way a marketer structures his or her message determines how persuasive it will be. 8. 10 Many modern marketers are reality engineers. 8. 11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 1 It is important for consumer researchers to understand the nature

The Power of Attitudes • Attitude: a lasting, general evaluation of people, objects, advertisements, or issues • Attitude object (AO): anything toward which one has an attitude Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Attitudes • Overall favorable/unfavorable disposition towards an object Bad 1 2 3 4 5 6 7 Good Negative 1 2 3 4 5 6 7 Positive Unfavorable 1 2 3 4 5 6 7 Favorable Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Functional Theory of Attitudes • Utilitarian Function: − Relates to rewards and punishments • Value-Expressive Function: − Expresses consumer’s values or self-concept • EGO-Defensive Function: − Protect ourselves from external threats or internal feelings • Knowledge Function: − Need for order, structure, or meaning Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 2 Attitudes are more complex than they first appear. Copyright ©

Hierarchies of Effects • High-involvement hierarchy-> problem solving • Low-involvement hierarchy-> initially no strong preference • Experiential hierarchy of effects->emotions Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Figure 8. 1: Three Hierarchies of Effects Copyright © 2017, 2015, 2013 Pearson Education,

Affective component • I like Dawn dishwashing detergent? Strongly dislike 1 2 3 4 5 6 7 8 9 Strongly like • Dawn makes me feel: Very unhappy 1 2 3 4 5 6 7 8 9 Very happy Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Behavioral component • I will buy Dawn dishwashing detergent Very unlikely 1 2 3 4 5 6 7 8 9 Very likely • I would recommend Dawn to my friends Definitely Yes 1 2 3 4 5 6 7 8 9 Definitely No Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Cognitive component • I am satisfied with Dawn dishwashing detergent Strongly agree 1 2 3 4 5 6 7 8 9 Strongly disagree • Dawn is a good brand Strongly disagree 1 2 3 4 5 6 7 8 9 Strongly agree Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 3 We form attitudes in several ways. Copyright © 2017, 2015, 2013

Attitude Commitment Internalization Highest level: deep-seeded attitudes become part of consumer’s value system Identification Mid-level: attitudes formed in order to conform to another person or group Compliance Lowest level: consumer forms attitude because it gains rewards or avoids punishments Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 4 A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Consistency Principle • We value/seek harmony among thoughts, feelings, and behaviors • We will change components to make them consistent • Relates to theory of cognitive dissonance – we take action to resolve dissonance when our attitudes and behaviors are inconsistent Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Cognitive Dissonance in Marketing Buyer’s Remorse – If product not as good as hoped, discrepancy between behavior (bought product) and attitude (no good). – To resolve discrepancy, consumer can: § (a) Stop purchasing product, or § (b) Change attitude and decide product is fine (focus on positives, minimize negatives, etc. ) – How can managers make (b) happen instead of (a)? § Send “congratulatory” mailings § Include promotional materials in the package § Continued advertising Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

8 -20 How Do Marketers Change Attitudes? • Persuasion: involves an active attempt to change attitudes. Reciprocity Scarcity Authority Consistency Liking Consensus Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Reciprocity • We try to repay, in kind, what has been given to us. • Examples – Free samples in supermarkets – Free address labels with solicitations – Compliance with surveys – Tips in restaurants – Solicitations for donations Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Liking • Who do we like? • Our friends – Tupperware parties – “John suggested I call you. ” • Those who like us (or who seem to)… – …even when we know they’re flattering us. • Attractive people – Halo effect § Automatically assign favorable traits such as: talent, kindness, honesty, intelligence to attractive people Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Liking • People who are like us (similarity) – Similar names (Garner, 2005) § Participants reported greater liking for the person, and expressed more willingness to comply with a request for help than control participants did. Questionnaire return rates indicated that both undergraduates and college professors completed and returned questionnaires more frequently if the name on the cover letter was similar to their own. – “You’re from Boston? I’m from Boston!” – car salesmen – Dress like us • Familiar objects Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Scarcity • Scarce items tend to be perceived as more valuable. • Why? – Valuable objects are rare… so rare objects are valuable? Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Increasing perceptions of scarcity – – – Limit production (accidentally or purposefully) Limit distribution “We might be all out of that…” “Limited time!” “Limited engagement!” Close out sales; Black Friday sales – e. g. Toy sales Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 6 The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

An Updated View: Interactive Communications Figure 8. 4 The Traditional Communications Model Copyright ©

Learning Objective 8. 7 The consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her to be. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Figure 8. 5 Updated Communications Model Copyright © 2017, 2015, 2013 Pearson Education, Inc.

New Message Formats (1 of 2) M-commerce - marketers promote goods and services via wireless devices. New social media platforms: • Blogs and video blogs • Podcasts • Twitter • Virtual worlds • Widgets Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 8 Several factors influence the effectiveness of a message source. Copyright

The Source • Source credibility • Source attractiveness • Disclaimers • Shared endorsements • Sleeper effect • Halo effect • Native advertising • Spokecharacters Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Source Attractiveness • Attractiveness does not just mean physical appearance – Sources can be also attractive if they are likeable (Wendy’s Dave Thomas), familiar (a well known infomercial host), or high in social status (celebrities and professional athletes) – Sources can also be attractive because they are similar to us and we feel that we can relate to them Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

2 -34 Japander? Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Copyright

Learning Objective 8. 9 The way a marketer structures his or her message determines

Decisions to Make About the Message • Should we use pictures or words? • How often should message be repeated? • Should it draw an explicit conclusion? • Should it show both sides of argument? • Should it explicitly compare product to competitors? • Should it arouse emotions? • Should it be concrete or based on imagery? Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

The Message Characteristics of good and Bad Messages Positive effects Negative effects Showing convenience of use Extensive information on components, ingredients, or nutrition Showing new product or improved features Outdoor setting (message gets lost) Casting background (i. e. , people are incidental to message) Large number of on-screen characters Indirect comparison to other products Graphic displays Source: Adapted from David W. Stewart and David H. Furse, “The Effects of Television Advertising Execution on Recall, Comprehension, and Persuasion, ” Psychology & Marketing 2 (Fall 1985): 135– 60. Copyright © 1985 by John Wiley & Sons, Inc. Reprinted by permission. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Repeating the Message Figure 8. 6 Two -Factor Theory of Message Repetition Copyright ©

How Do We Structure Arguments? • One-sided: supportive arguments • Two-sided: both positive and negative information – Refutational argument: negative issue is raised, then dismissed – Positive attributes should refute presented negative attributes – Effective with well-educated and not-yet-loyal audiences Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

One vs. two sided Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights

Comparative Advertising Comparative advertising: message compares two+ recognizable brands on specific attributes. • “Unlike Mc. Donalds, all of Arby's chicken sandwiches are made with 100% all-natural chicken” • Negative outcomes include source derogation Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Comparative ad • Works best when not the market leader • Grabs attention, but negative attitudes towards format • Need high involvement to process • Print better • Partial comparative tricky • Mac vs PC Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

8 -43 Types of Message Appeals Emotional versus Rational Appeals Sex Appeals Humorous Appeals Fear Appeals Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Learning Objective 8. 11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

ELM Figure 8. 7 The Elaboration Likelihood Model (ELM) of Persuasion Copyright © 2017,

Chapter Summary (1 of 3) • Attitudes are very powerful, and they are formed in several ways. • People try to maintain consistency among their attitudinal components and their attitudes and behaviors. • The communications model includes several important components which can be influenced by marketers to enhance the persuasiveness of the message. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Chapter Summary (2 of 3) • The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. • The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.

Chapter Summary (3 of 3) • Several factors influence a message source’s effectiveness. • The way a marketer structures his message determines how persuasive it will be. • Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective. Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.