herhalen Flashcards
Self-congruency theory
behavior can be explained by congruency between a consumer’s self-concept and the image of a typical user of the produc
argo & dahl manequin study 1a
study 1b
study 1c
1a: bikini lower rated low se
1b mannequin lower rated than hanger
1c: apperanca related lower
argo & dahl manequin study mitigation effect study 2&3
removing presence of threat by self-affirmation (3) task or decreasing beaty (scar, hairm missing limb)(2)
cohort
group of people living through the same major events
Crockett & Wallendorf (2004): The Role Of Normative Political Ideology In Consumer Behavior: conclusion
normative political ideology is central to understanding shopping as an expression of social and political relations between household
black liberal ideology:
exit
loyalty
voice
exit responses —> outmigration and outshopping
loyalty —> neighborhood preference,
voice —> critiquing the black working class consumer behavior
black nationalist ideology:
exit
loyalty
voice
exit responses —> outshopping,
loyalty —> black entrepreneurship
voice —> critiquing black criminality, critiquing racist assumptions, racial chauvinism
Taxonomy: the four P’s of luxury
proletarian: don’t have, don’t care
parvenu: i’m rich baby! and loud
poseur: don’t have, want to show they have
patrician: they are rich but not loud: subtle cues for those ‘in the know’, quiet branding
Han Et Al. (2010): Signaling Status With Luxury Goods: The Role Of Brand Prominence
study 1
study 2
study 3
Study 1: inconspicuously branded luxury goods cost more than conspicuously branded goods
Study 2: fake goods copy loud products (not quiet ones)
Study 3: patricians recognize true value regardless of brand conspicuousness, others (including parvenus) need brand names
three positioning factors that can help you gain a competitive edge:
symbolic positioning: enhance the self-image,
functional positioning: solve your customer’s problem
experiential positioning: focus on the emotional connection
Types of reference groups 4
aspirational reference group: a group that we admire
associative reference group: a group to which we belong
dissociative reference group: a group we do not want to belong
brand communities: a group of consumers with a relationship involving a particular brand,
group
formality:
homophile:
attractivness:
denity
identification
tie strenth
formality: follow formal rules
homophile:similiraity in social system
attractivness:
denity: know eachother
identification: identify with group
tie strenth: close relationships
McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 1
2 (confederate body type: thin vs. obese) x 2 (food: healthy vs. unhealthy) + 2 (controls: non conferee, M&Ms vs. granola)
people eat less in the condition where they were eating next to the obese confederate, both in the healthy and non-healthy food condition, in both conditions eating more than the control condition
McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 2 reason for eating less
method and result and conclsuion
what is the reason for eating less? 2 (confederate body type: thin vs. heavy) x 2 (confederate quantity taken: little vs. lots) + 1 (no confederate control)
confederate large (small) food, participants ate less (more) when that confederate was heavy
people always try to differentiate themselves from the obese confederate
McFerran Et Al. (2010): I’ll Have What She’s Having: Effects Of Social Influence And Body Type On The Food Choices: study 3 cognitive load
method and result and conclsuion
2 (body type of person in front of you: thin vs. obese) x 2 (cognitive load: low vs. high
conscious effort is required for participants to adjust their consumption downward following an obese person setting a high anchor
Chae Et Al. (2017): Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
WOM strong and weak ties
weak ties are more influential on a macro-level, because we tend to seek new information from networks that are not our personal network
Chae Et Al. (2017): Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
Results
SMCs increase non-seed WOM about a focal product, and reduce WOM about same products at brand and category levels
followers talk about Chanel lipstick more (positive focal product spillover)
followers talk about Chanel powders less (negative brand spillover)
followers talk about L’Oréal lipstick less (negative category spillovr
value-expressive influence
Normative social influence: conformity
people adopt consumption patterns and behaviors that allow them to associate with desirable others
nfluences to conform to social norms and positive expectations of others
Normative influence: reciprocity
reciprocity: free gift or favor technique
example: getting Coke from vendor
Warren & Campbell (2014): What Makes Things Cool? study 1 bottle
design: familiar brand vs. unfamiliar brand, water bottle normal shape vs. high divergence.
high divergence water bottle was perceived the coolest irrespective of brand because more autonomous
Warren & Campbell (2014): What Makes Things Cool? study 2 dress
blue dress to dictator or soldier.coolness and autonomy happens when the brand is deviating from an illegitimate norm
Warren & Campbell (2014): What Makes Things Cool? study 3 rockband
bounded autonomy is cooler than extreme autonomy
rock bands
Warren & Campbell (2014): What Makes Things Cool? study 4a4b culturalism
evaluating coolnessof brand or person
people high in counter-culturalism like high divergence, people low in counter-culturalism prefer moderate divergence
Warren & Campbell (2014): What Makes Things Cool? study autonomy-conformity
autonomy expression: consumers preferred a cool brand more than an uncool brand and as much as a classy brand
conformity expression: consumers did not prefer a cool brand to an uncool brand and preferred a classy brand to both.
Thus, cool is not merely another way of saying something is desirable or liked
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H1 attention
H1:Increase in ISPR increases consumers time attending to the information. (H1: time looking at ad)
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H2 comprehension effort
when ISPR is higher consumers produce a
greater number of thoughts in response to the information.(H2: number of thoughts)
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H3 focus of attention
when ISPR is higher consumers produce a
greater proportion of product-related thoughts relative to their total number of thoughts (H3: how many product-related thoughts)
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H4 elaboration
how measured
A
when ISPR is higher consumers produce a
greater proportion of product-related inferences relative to the total number of
thoughts.
product related thoughts were coded as inferential (deeper, semantic, cocnclusion) and non inferential (characteristics, simple
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes H5 domain specific
omain-specific knowledge has a greater impact on comprehension than on attention processes. In particular, domain knowledge affects the focus of
comprehension (proportion of product-related thoughts) and the outcomes of
elaboration processes (proportion of product-related inferences).
Celsi & Olson (1998): The Role Of Involvement In Attention And Comprehension Processes
Experimental procedure: design treatment conditons
eight treatment conditions, a 2 x 4 (SSPR (baseline) by ISPR(level of tennis)) between groups factorial design
aniszewski (1993): Pre-Attentive Mere Exposure
Hemispheric resource theory:
Matching activation =
left text right pic
ncrease in availability of resources in one hemisphere because of an increased processing load in another hemisphere
aniszewski (1993): Pre-Attentive Mere Exposure
Hemispheric resource theory:
Matching activation =
left text right pic
ncrease in availability of resources in one hemisphere because of an increased processing load in another hemisphere
aniszewski (1993): Pre-Attentive Mere Exposure exp 1
When the brand name was placed in the right visual field, it was evaluated more positively when the stimulus in the left visual field was pictorial
When the brand name was placed in the left visual field it was evaluated more positively when the stimulus in the right visual field was verbal
aniszewski (1993): Pre-Attentive Mere Exposure exp 2 2 contrasting theories
attentive-resource strategy: suppress one hemisphere in the brain in order to free resources in the opposite hemisphere
pre-attentive-resource strategy: stimulating one hemisphere increase activation and cognitive load in the second hemisphere, because its expects that there are more resources needed
aniszewski (1993): Pre-Attentive Mere Exposure exp 2 contrasting theories
conditions and result
condtions: processinload (meaningful words), time
In limited resources condition; evaluation increases when information load increases.
In extende load resources decreases when information load increases
aniszewski (1993): Pre-Attentive Mere Exposure exp 3
putting together experiment 1 and 2
(quantity stimulus) (meaningfulness)
As the quantity of meaningful information in the right visual field increases evaluation of the target brand name in the opposite visual field decreases.
Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations
H1 en 2if abc
priming B is sufficient to create an implicit transfer of
secondary cognitive associations to A from C
not only knowldege but also affect (positive-negative valence)
Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations exp 1a en 1b
2 (accessibility of prime associations: high-Mayo Clinic
or low-Cleveland Center) × 2 ( mayonnaise or ketchup)
1a: attitudes of mayonaise dropped in mayo clinic
1b participants were weaker to associate mayonnaise to unhealthy (partici[ants under time pressure)
Dimofte & Yalch (2011): The Mere Association Effect And Brand Evaluations exp 2
could choose between a bottle of wine with either a picture of a frog or a boy
control: Airplane —> participants choose ‘Frog’ 46% of time
positive: Kermit —> participants chose ‘Frog’ 89% of time
neutral: Frog —> participants chose ‘Frog’ 92% of time
negative: Warts —> participants chose ‘Frog’ 73% of time
