attitudes and consumer behaviour

Question 1

what is advertising?

Answer 1

non-personal paid communication aimed to inform and persuade audiences to buy a product

Question 2

what is cost-benefit analysis?

Answer 2

consumers weighing up the pros and cons before buying a product

Question 3

what is framing? (2)

Answer 3

• framing: the way an item is framed to influence the evaluation of the product (Tverksy&Kahneman)
• framing demonstrates that our realities are heavily influenced by extraneous factors

Question 4

levin and gaeth framing reserach

Answer 4

• People have a more positive reaction (tasted ‘lean’ or ‘nice’ vs it’s ‘greasy’ – despite being the same burger!) to meat if it’s described a being 75% fat free vs 25% fat

Question 5

what is the main model used to describe persuasion?

Answer 5

Elaboration Likelihood Model: Dual Process Model of Persuasion (Petty and Cacioppo, 1986)

Question 6

draw the ‘Elaboration Likelihood Model’

Answer 6

sheet ;)

Question 7

ELM: what are the key ideas behind this model? (2)

Answer 7

• describes the mental processes people go though when they’re subject to persuasion
• there are two central routes to persuasion - the central route, the peripheral route

Question 8

ELM: what is the central route? (2)

Answer 8

• carefully attending to an argument and systematically scrutinising info
• the process of ‘elaboration’ is more frequent when the consumer already has ideas about an argument/product

Question 9

ELM: what is the peripheral route? (2)

Answer 9

• more subconscious and less logical
• argument influenced by external cues leading to persuasion

Question 10

ELM: what are the 4 main cues that influence the peripheral route?

Answer 10

• bandwagon effect
• mere exposure
• credibility
• perceived scarcity

Question 11

ELM: what is the bandwagon effect?

Answer 11

People’s behaviour being driven by the innate drive to copy others’ decision and behaviour – Cialdini 2007

Question 12

ELM: bandwagon research

Answer 12

Cialdini 2001
- Asked music students to ‘busk’ in the street (sing and play guitar)
- In one condition – the guitar case was empty. In the second condition – guitar case had been purposefully filled with money (notes and coins)

Question 13

ELM: what is mere exposure theory?

Answer 13

mere exposure - repeated exposure creates a positive attitude towards something, particularly when the stimuli is easier to encode/process (i.e symmetry). Repeated exposure creates an unconscious memory trace which influences perceptions/behaviour

Question 14

ELM: research into mere exposure theory

Answer 14

Product placement - Kim and Leng 2017
Ppt payed a sport video game with in-game ads
- ppt who played the longest were best at identifiying which brands they had seen in the game (subconscious influence) and were more likely to have a positive attitude/purchase the product after playing

Question 15

ELM: what is the effect of credibility?

Answer 15

credible sources (i.e celebrities) seem more authoritative and likable and therefore influence the peripheral route of persuasion more

Question 16

ELM: what is the effect of perceived scarcity?

Answer 16

scarse items (as in quantity, rarity or time-constraint) make a product seem more valuable
the 4 main factors which influence the correlation between scarcity and purchase intention are: anticipatory regret, need for uniqueness, increased arousal, poor awareness

Question 17

ELM: what are the 4 factors which influence the correlation between scarcity and purchase intention?

Answer 17

• Anticipatory regret - fear of FOMO
• Need for uniqueness (Tafarodi et al. 2004)
• Increased arousal (Nichols, 2012) = engaging with the senses, attempt to induce adrenaline rushes/heart rates etc – leads to impulse buy
• Impaired cognition leading to heuristics (Cialdini, 2008) = higher arousal/impulsive behaviour leading to purchases even if we don’t necessary want it or need it