Consumer Flashcards
What did Van Osselaer suggest?
Brand learning relies on an associative process - there is a need for consumers to learn that the brand name is associated with it’s products benefits
State research on celebrity endorsement
Creates an effect through source credibility and attractiveness of celebs (Erdogan, 1999)
Gupta (2007) shows that celebrities need to be matched correctly to the products in order for effectiveness
What is celebrity transgression?
When a celebrity misbehaves, it can reflect badly on the brand
State extra research on celebrity endorsement
FYRE festival shows that the use of highly-admired celebrities can attract millions to false advertising
What is the creative magnification effect
Page & Raymond (2006): display there is a need to create dominating advertising memories but avoid too many sales messages as it will create diminishing returns
State extra reading on creativity/emotion
Hallberg (2003) provoking emotions in adverts can increase brand loyalty and financial success
BA shows that using this method has produced a turnaround in fortunes (Bacon, 2013)
State research on product placement
Generally has a good effect on memory but does not always improve attitudes towards the product (van Reijmersdal, 2009)
May have a negative effect when people realise its a selling attempt
How might adverts be evaluated in terms of success?
Colman & Brown (1996) show that there is a link between awareness index measurement and product sales - however there are many variables involved which will affect sales e.g. macro environment
How does the halo effect work? State research on this
The more you like something initially, the more the halo effect builds
Fang (2007) banner ads 0,5,10 times
What is the recognition heuristic?
If one of the 2 alternatives is recognised and the other is not, then infer that the recognised alternative has the higher values with respect to the criterion (Gigerenzer & Gaissmaier, 2011)
Priming a familiar brand increases the probability it will be considered for purchase (Coates, 2004)
What is processing fluency?
Consumers want something that is easy going in terms of processing the information - e.g. a clear display, feels true, feels good and effortless, feels familiar/appealing, etc.
What does Pieters & Wedel research show?
Eye movements and attending to advertisements (Pieters, Wedel & Rosbergen)
- 73 seconds is the average time consumers spend examining adverts – the first fixatons are usually on the pictorials, then the larger clusters of editorials. The longer fixations are spent exploring in detail and reading.
- People tend to look at the top left corner first (mainly on websites)
