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
Key Cognitive Strategy
Simple Message (easily processed)
Try to register brand name and one key point (point of differentiation if possible)
Affective Strategies-Attractiveness
Attractiveness (physical or likeability)
can increase consumer attention
can produce more favorable evaluation of ads
creates identification, but does not increase credibility
Some women turned off by extremely attractive models
NOTE: Source image should ‘match’ with product image (relevance to product– e.g.,- fashion, cosmetics)
Affective Stratgies-Similarity
Similarity
more influenced by and likely to identify with those we perceive as similar – higher authenticity
Affective Strategies-Self Referencing
Self- Referencing (resonance)
Get consumers to relate message to their own experience or self- image Increases elaboration (Escalas 2007)
Nostalgic cues- also lead to more positive Aad (Muehling and Sprott 2004)
Affective Strategies-Dramas
Dramas
tell a story within or across ad (has characters, a plot, and story about the use of the product or service)
Generally try to appeal to feelings to get the consumer to empathize with characters
Affective Strategies–Humor
Research Findings (Eisend 2008)
Increases awareness and attention
Relaxes audience and puts them in a good mood- makes them more receptive to message
May enhance recall of ad, but not key message (especially if complex)
Creates a positive attitude toward the ad
Enhances attitude toward brand an purchase intentions
Better for certain products (low vs. high involvement products)
Works best on TV; worst in print
Humor is most effective when
light/creates surprise
relevant (well integrated with key brand idea- Kline and Kellaris 2007)
contains a relevant characterization
satirizes a familiar subject
belittles the brand and not the consumer
evaluation of brand is already positive
competitors don’t use
Potential Negative Effects of Humor
can be irritating
may be too distracting
wears out quickly
Affective Strategies - Sex
Nudity and gratuitous sex – men (but also more liberal women- Sengupta and Dahl 2008)
Suggestiveness –women in general
Women’s spontaneous disgust softened when interpreted in terms of commitment (Dahl et. al. 2009)
Sex-Research Findings
Research findings:
Increases attention for ad
Will enhance recall only if relevant to product
Evokes an affective response:
Positive (attraction – positive mood)
Negative (feelings of disgust or embarrassment)
Twice as many consumers likely to buy advertised product if it showed images of ‘love’ vs. sex
Key Point: Must relate sex to brand or brand function to be effective
Affective Strategies-Music
Music – affects us physiologically (heartrate), psychologically (emotions), and behaviorally (unconsciously- tempo)- can:
Attract attention
Influence brand image- can create emotion connection with consumers
Affect moods and attitudes- goes directly to hot spots in the brain
Stimulate memories (and associated feelings) (Rui & Myers- Levy 2005)
Can be the unconditioned stimulus (classical conditioning)
increased message/music congruity synergistically contributes to communication effectiveness and affective responses (Oakes 2007)- makes stronger association
Audio Branding- musical tag- creates identity and differentiation (Intel, NBC, Yahoo)
Affective Strategies-Emotion
Emotion- Can try to:
Create positive affect which can be tied to product/service
Remove negative feelings
Increase situational involvement
Transformational Ad- ties brand to feelings consumers will experience when using the brand (makes using product richer and more exciting)
Research Evidence:
Require less concentration and effort than other types of messages and are easier to process
More interesting
More vivid and easier to remember
Generate less resistance
Lead more directly to action
Affective Strategies
Active Participation
Can increase situational involvement
Affective Strategies- Visuals
Make ads more interesting and likeable
Affects consumers’ mood
Can be the unconditioned stimulus (classical conditioning)
Need unique images
Build consistent imagery over time- builds brand equity
Other Forms of Promotion are Critical
free samples- (performance [reinforce] and habit [switching] tactics)
premiums (performance and habit tactics- develop repeat purchase)
coupons (price and habit tactic– switching)
pricing deals (price and habit tactic– switching)
