Marketing Integration: PR Processing/Message development Flashcards
Basic Assumptions in Peripheral Route Processing
For numerous products, consumers are not that interested or involved - Invisible brands- some are so mundane, they blend into the household environment For many products, there are few quality differences between brands Consumers often pay only minimal attention to marketing stimuli
Comparison of Low Involvement and Traditional Decision Models
Integrated Information Response Model
Key Processes (Repetition and Familiarity)
Repetition and Familiarity
Assumption- No strong evaluation when the purchase is made
Process:
Beliefs are formed by passive (incidental) learning which involves repetition
Repetition builds familiarity
Buy most familiar brand
Reason for Repetition and Familiarity
Reason:
–Repeated exposure builds affect–(mere exposure effect)
Research Evidence
Zajonc–Nonsense syllables in different levels of frequency
Cross et al.
‘Mozart’ rats preferred previously unheard Mozart
‘Schoenberg’ rats preferred unheard ‘Schoenberg’ music
Rats without any musical exposure preferred Mozart
Janiszewski-
Found that mere exposure to a brand name or package can lead to a more favorable brand attitude even when consumer cannot remember the initial exposure (distraction task)
Malaviya- mere exposure effect most likely to work when consumers do not elaborate
Top of Mind Awareness
Note: It is difficult to get top-of-mind awareness
There are 29,000 advertised brands in the U.S.
Example: Housewives given nickel for each brand remembered
Results: Average remembered = 28
POINT: Repetition alone may not be enough- (need to use other techniques as well)
Repetition is still Critical
Nevertheless, repetition is critical—
Reasons:
Mere exposure effect
Increases likelihood of attention
Get more of message each time
Increases top of mind awareness (consideration set)
NOTE: Can also increase repetition within the ad
Problems with Repetition
KEY PROBLEM
WEAROUT- consumers can become bored with message and attitudes can become negative (usually occurs after the 3rd or 4th exposure)
SOLUTION: develop different executions of the same message
Classical Conditioning
How does classical conditioning work?
Creates an “I like it, but I don’t know why” effect
Particularly affects choice if consumers have not formed an explicit evaluation based on the product attribute information
Paring the brand with different positive affective stimuli over time produces stronger effect than pairing with same stimulus
The Peripheral Route Decision Making Process
Process is very simple and quick (sometimes almost unconscious)
Repeated experiences make it easy to process
Goal is to minimize cognitive effort (vs. maximize utility)
Satisficing vs. Optimizing- buy something ‘good enough’
Heuristics or Choice Tactics
Consumers employ decision heuristics or choice tactic
buy the cheapest (price tactic)
buy the brand that works best (performance tactic- can lead to brand loyalty)
buy the most familiar brand (affect tactic)
buy what my mother buys (normative tactic)
buy the same brand I bought last time (habit
Research Example (Hoyer)
Basic Aspects
Unobtrusive assessment of search and decision making for laundry detergent
Choice tactics measured after choice process was complete
Key Findings:
Median Time Taken: 8.5 seconds
91% gave one simple reason for choice
Other Important Research
Thin slice judgments (Ambady et. al. 2006)- consumers can make very quick judgments on very little information and these are often accurate
Non- conscious effects- many choices are made unconsciously and highly affected by the environment (Dijksterhuis et. al. 2005)
Lindstrom (2008) -50% of retail purchases made spontaneously and unconsciously
EX’s:
Body movements: affect evaluations (Forster 2004):
Induced nodding led to more positive evaluations of positively valenced brands; head shaking more negative evaluations
Pushing up on table led to more positive evaluations; pushing down more negative
Unconscious effect of queing- (Koo & Fishbach 2010)- value of product increases when there is a long line
Firming one’s muscles- (Hung & Labroo 2011) can help to develop willpower and helps one’s ability to withstand immediate pain, overcome food temptation, consume unpleasant medicines, and attend to immediately disturbing but essential information
Neuromarketing- studies brain activity- subconscious responses
Strategies for Peripheral Route Processing
Influence attitude toward the ad through peripheral cues
Hard to change beliefs and attitude toward brand (low level of processing)
HOWEVER, a positive attitude toward the ad can alter brand attitudes
Stimulate message processing by increasing situational involvement
