part two Flashcards
what are the different steps, in order, of consumer decision-making process?
problem recognition → information search → alternative evaluation → purchase decision → postpurchase evaluation
what are the different steps, in order, of psychological process?
motivation → perception → attitude formation → integration → learning
what are sources of problem recognition?
- out of stock
- dissatisfaction
- new needs or wants
- related products/purchases
- market-induced recognition
- new products
what are the of hierarchy of needs, from most important to least?
physiological → safety → social → esteem → self-actualization
what are the advantages of a psychoanalytic approach? (3)
■ reveals hidden feelings, drives, and fears
■ highlights importance of symbolic factors
■ shifts attention from “what” to “how” and “why”
what are the disadvantages of a psychoanalytic approach? (3)
■ qualitative results from very small samples
■ varying, subjective interpretations
■ difficult or impossible to verify or validate
what is the influence of individual differences in the consumer purchasing process? (3)
○ Selection and avoidance of certain messages
○ Color the interpretations and judgments generated by messages
○ Can influence what is remembered – subsequent cognitive associations/structures
what are the influences of selective perception?
Selective exposure -> selective attention -> selective comprehension -> selective retention
what is the role of cognitive dissonance in the consumer purchase decision? (3)
○ Cognitive dissonance is when we have conflicting beliefs or conflict between belief and behavior
○ It is a distressing feeling we tend to avoid
○ We seek opinions that are consistent with our existing beliefs; we avoid opinions that are not
how do consumers evaluate brands?
they evaluate brands based on attributes
what are objective attributes also known as? what do they encompass?
physiological; price, features, warranty, service
what are subjective attributes also known as? what do they encompass?
psychological; image, style, performance
what is the memory-based (multi-attribute) attitude model a function of?
- Accessibility/saliency of available beliefs or considerations in one’s memory
- How much weight or applicability each accessible belief/consideration is given
■ When prompted to make an evaluation, individuals recall all accessible positive and negative considerations in memory X the weight each is given
What is the online model (affect referral decision rule)? (3)
Overall impression is the product of the series of evaluative impressions formed at the time of information exposure
Individuals have running online tally or effective integrator, which is updated when new info is gathered
Recall overall impression/tally as heuristic (mental shortcut) to base evaluation
How does the base online model differ from the memory-based model?
The online model differs from the memory based model because it is heuristic evaluation versus cognition and direct thought process
What are steps in post-decision making evaluation and role of cognitive dissonance
Satisfaction-when consumer’s expectations are either met or exceeded
Dissatisfaction-when performance is below expectations
Cognitive Dissonance-happens often in most purchases
Did product meet/exceed expectations or was it lower than expectations?
Difficult/important purchase leads to post-decision dissonance: seek out decision validation/reassurance
Learning is the process by which consumers acquire consumption related knowledge and experience that they apply to future behavior
Thinking-based on intellectual evaluation and problem solving
Conditioning-based on conditioning through association or reinforcement/punishment
Modeling-based on emulating (copying) of behaviors of others
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to price?
she would have a positive attitude
bebe is considering a bud light to wash down her sandwich of shame. let’s assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to taste?
she would have a negative attitude
what 4 strategies can be employed to change attitudes?
○ Change beliefs/valence about an important attribute or consideration
○ Change the weight given an attribute or consideration
○ Make a new consideration or attribute available
○ Influence the accessibility/salience of available consideration or attributes.
according to the online model, what is the overall impression a product of?
the series of evaluative impressions formed at the time of information exposure
according to the online model, how is the evaluation based?
on recall of overall impression/tally as heuristic
annette is considering purchasing a new deodorant, and is stuck between secret and tom’s. how would she analyze her decision if using the online model?
annette would tally each interaction with the brand as positive or negative, updating it when presented with new information. then, using heuristics, she would choose the brand that has the most positive impression
annette is considering purchasing a new deodorant, and is stuck between secret and tom’s. how would she analyze her decision if using the online model?
annette would use her interactions with the brand and tally if each one was positive or negative
according to the post-decision evaluation of learning, what role does satisfaction play?
occurs when consumer’s expectations are either met or exceeded
according to the post-decision evaluation of learning, what role does dissatisfaction play?
occurs when performance is below expectation
according to the post-decision evaluation of learning, what role does cognitive dissonance play?
happens often in post-purchase. it is the psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice.
according to the post-decision evaluation of learning, what is thinking based on?
thinking is based on intellectual evaluation and problem solving
according to the post-decision evaluation of learning, what is conditioning based on?
conditioning is based on conditioning through association or reinforcement/punishment
according to the post-decision evaluation of learning, what is modeling based on?
modeling is based on emulation of behaviors of others
how may individuals experiencing cognitive dissonance attempt to reduce it?
- seek out reassurance and opinions of others for confirmation
- lower their attitudes or opinions of the unchosen alternative (derogation)
- deny or distort any information that doesn’t support their choice
- look for information that supports their choice
what is behavioral learning and operant conditioning and their relation to strat comm?
behavioral learning is a mental association comprised of classical conditioning. operant conditioning is based on reward and punishment and comprised of shaping.
under classical conditioning, what is learning?
an associative process by building relationships between conditional stimulus and response.
what are the steps of reward and punishment under operant conditioning?
behavior (consumer uses products or service) –> positive or negative consequences (reward/punishment) –> increase or decrease probability of repeat behavior (purchase)
under operant conditioning, what is shaping?
the reinforcement of successive acts that lead to a desired behavior pattern
this happens when consumer’s expectations are either met or exceeded
satisfaction
this happens when performance is below expectations
dissatisfaction
this is based on intellectual evaluation and problem solving
thinking
this is based on association or reinforcement/punishment
conditioning
this is based on copying others behavior
modeling
what are some examples of external influences on consumer behavior?
culture, subculture, social class, reference group, situational determinants, ads’ appeal to uniqueness
what are the component parts of the communication process?
- creating messages
- interpretations of messages
- transmission
- elicit a response
- dynamism
what is the semiotic perspective?
● Message focus in on an object (symbol/sign)
● Meaning is incorporated through symbol of brand’s ad
what are four common types of consumer response models of messages?
- AIDA
- hierarchy of effects model
- innovation adoption model
- information processing model
which model shows the stages a consumer passes through in the adopting of a new product?
innovation adoption model
which process shows how advertising works?
hierarchy of effects model
which model was developed to depict stages in personal selling process
aida
which model shows the process through which a consumer must pass through to be influenced by advertising
information processing model
what is the aida model characterized by
the depiction of stages in personal selling process
what is the information processing model characterized by
the process through which a consumer must pass to be influenced by marketing
what is the innovation adoption model characterized by
the stages a consumer passes through in the adopting of a new product
what is the hierarchy of effects model characterized by
the process of how advertising works
what are the 2 commonalities across the consumer response models of messages?
attention and awareness
what is the basic premise of the hierarchy of effects model?
that advertising effects occur over a period of time and that advertising may not lead to immediate behavioral response or purchase; aka purchase funnel
what is a challenge facing companies introducing new products? who is the innovation adoption model especially important to?
to create awareness and interest among consumers and to evaluate the product favorable; companies that are using IMC tools to introduce new products to the market
what is the most important stage and most difficult stage, according to the AIDA process?
the action stage, or getting the customer to make a purchase commitment and closing the sale
what are the steps in the persuasion process?
exposure/presentation –> attention –> comprehension –> message acceptance/yielding –> retention –> purchase behavior
in the information processing model, what does the model assume about the receiver? what is this model similar to? what stage does this model have that others do not and why is it important?
the receiver is an information processor/problem solver; hierarchy of effects; retention (receiver’s ability to retain valid/relevant info) and it’s important because most promo campaigns are designed to provide info to use later
match the KAB model with the appropriate model name:
- KAB
- KBA
- BKA
- BAK
- AKB
- learning
- rational
- grudging acceptance
- dissonance
- affinity
what two major set of factors determine which models are most appropriate?
- amount of involvement/motivation
2. differentiation between choices/options
which model is characterized by a product doing well being supported by a campaign to get repurchasers of the brand? when is this most applicable?
affinity (AKB); when you want to build off of the pre-existing positive attitude to promote a brand extensions
which model is characterized by people being forced to buy a necessity? when is this most applicable?
grudging acceptance (BKA); when you don’t want to but you need to
which model is characterized by a supplying of information leading to attitude formation or change and behavior influence? when is this most applicable?
learning (KAB); high involvement and high differentiation
which model is characterized by gaining information about a product and using that knowledge to make a purchase? when do you form an attitude about it? when is this most applicable?
rational (KBA); after product use; when involvement is low, there are minimal differences among alternatives, and mass media advertising is important
which model is characterized by behaviors leading to attitudes serving as a knowledge base? when is this most applicable? what is used as promotion?
dissonance (BAK); when consumers must choose between two alternatives that are similar in quality but are complex and may have unknown attributes; reinforcement
in the state of ohio, car insurance is a necessity. tajia knows she has to buy some, and after several state farm commercials and flyers, she’s sort of leaning towards them. sort of. which KAB model does this represent?
grudging acceptance; BKA
bellamew has noticed that the branding for her 88.7% all natural soy and butterbean and gasoline candles have been doing supes well in the farmer market circuits, and now she wants to expand to 88.7% all natural soy and butterbean and gasoline lip balm. which KAB model does this represent?
affinity; AKB
bitterblue needs to buy toothpaste because she literally cannot squeeze any more out of her tube and has had to rely on tiny travel-size toothpaste tubes she’s collected in her travels. she’s trying to decide between crest 3d white and colgate ultrabright, but has seen more commercials for colgate. which is she most likely to choose? based on which KAB model?
colgate because of the minimal differences between the products and low involvement; rational; KBA
po is finally ready to by his first horse and steam-buggy, although one wonders about the necessity of a horse if the buggy is steam powered. that aside, there are two really great models on the market: Leck’s ViciousRide and Theo’s AssCaress. AssCaress has a really great marketing campaign that focuses on information provision. which KAB model is at work here? why?
learning because there is high involvement and high differentiation; KAB
maria is trying to decide between dr. pepper and dr. pib. she finally decides on dr. pib but is feeling a little uncertain. which KAB model is being applied? how can she feel comfortable in her decision?
dissonance; BAK; by reinforcing consumer choice after purchase
what are the major assumptions of elm?
- there are 2 routes to persuasion that influence strength of consumer response
- persuasion doesn’t happen in just one way, it depends on: person, context, message
- helps unite thinking and nonthinking persuasion categories
what are the 6 major assumptions of elm?
■ attitude formation/change depends on amount and nature of processing of relevant information
■ high elaboration (central) means the receiver is being thoughtful and evaluative
■ Low elaboration (peripheral) occurs when the receiver makes inferences based on cues
■ When receiver involvement is low, a celebrity endorser has a significant effect on attitudes (peripheral route)
■ When receiver involvement is high, use of celebrity has no effect on brand attitudes, but the quality of the arguments in the ad is more important (central route)
■ The most effective type of message depends on the route to persuasion the consumer follows
what two factors impact the routes to persuasion?
motivation (involvement, personal relevance, needs and arousal levels) and ability (knowledge, intellectual capacity, opportunity to process)
when does central route processing occur?
when elaboration likelihood is relatively high
which type of ads lead to deeper levels of thinking and processing?
information-rich ads; high ability and high motivation = central
when does peripheral route processing occur?
when elaboration likelihood is relatively low and we look for heuristic cues
what 3 main categories of thoughts does the cognitive response model focus on and what are the consequences
● Product/message- focus on counter/support arguments
● Source-oriented- focus on source derogation/bolstering
● Ad execution- thoughts about the ad, attitude toward the ad
what are some complications or nuances to ELM that we should be aware?
a) Message factors may be both central and peripheral; ELM is a continuum
b) Elements of a message may influence whether process via peripheral route
c) Each input variable has the ability to play multiple roles
what is the model of cognitive response’s influence of an ad on purchase behavior?
thoughts that occur to receivers while reading, viewing, and/or hearing a communication; these thoughts reflect the recipient’s cognitive processes or reactions and help shape ultimate acceptance or rejection of the message
what are some basic ways we complete the feedback loop and evaluate the effectiveness of persuasion?
How promoters get feedback from the consumers. Communication is a two-way path. We try to understand the effect of our communication.
in a commercial advertising bears, just bears, a lone woman–BEARtrice–walks into a scene of fully-grown adult bears and tells one of the bears how grateful she is for 1-800-FUN-BEAR and how the bears have improved her life. who is the source? why? what type of source is she?
beartrice; she delivers the message and endorses the service; direct
in a commercial advertising bears, beartrice plays with the bears. several montages show how her life is improved by the bears. her hair is longer and ruggeder, her teeth and nails are sharper and longer, and by the commercials’ end she has transformed completely into a werebear. who is the source? why? what type of source is she?
beartrice and the bears; a message isn’t strictly delivered but attention is drawn to or enhances brand appearance; indirect
what source attribute is also knows as credibility? how is it characterized? how does the receiver react?
internalization; receiver adopts source’s advocated position because it’s perceived as accurate. the receiver makes it a part of their belief system
what source attribute is also knows as attractiveness? how is it characterized?
identification; receiver is motivated to seek a relationship with the source and adopts similar beliefs, attitudes, behaviors
what source attribute is also known as power? how is it characterized?
compliance; receiver adopts the position advocated by the source to receive award or avoid punishment
what is a sleeper effect?
persuasiveness increases over time for low credibility sources (remember info, but not source)
what are some limitations on the effectiveness of source credibility
i. 2 basic credibility dimensions: expertise and trustworthiness
what are the three requirements for source power to be effective/work on consumers according to the lecture?
i. perceived control
ii. perceived concern
iii. perceived scrutiny (they are watching you/ pay attention to you)
beartrice is trying to create an advertisement for her fun werebear service and is dealing with low-involvement consumers who don’t know a lot about 1-800-FUN-BEAR. where should she put her arguments and why? which effect does this employ?
at the beginning of the message (primacy) because it reduces the level of counterarguing and arouses interest for disinterested customers.
beartrice is trying to create an advertisement for her fun werebear service and is dealing with consumers who are pretty interested in 1-800-FUN-BEAR and may even be in the throes of their werebear transformation. where should she put her arguments and why? which effect does this employ?
at the end of the message to result in a more favorable opinion and better retention of information (recency)
what is inoculation?
providing controlled amount of negative info which creates immunity to negative info about brand that the consumer will experience outside of the controlled situation
beartrice is trying to create an advertisement for her fun werebear service that targets consumers who view the brand positively, but maybe aren’t too well informed about the service (and esp. the side effects) and who don’t have a lot of critical thinking skills. which argument should she employ and why?
one sided: more effective for those with; favorable attitude, less knowledge and education.
beartrice is trying to create an advertisement for her fun werebear service that targets consumers who are very skeptical of her service and have done their research. which argument should she employ and why?
two sided: effective for those with; highly unfavorable attitude, prior knowledge
match the conclusion-type to the descriptor:
- high education
- low involvement
- long-term goal
- complex topic
- peripheral processing route
- open
- closed
- open
- open
- closed
what are the advantages of a fear appeal? (3 + 1)
■ activation attention and interest in message
■ may motivate receiver to resolve threat
■ more likely to process through a central than peripheral route
● stronger attitude change and less dependent on predispositions
what are the disadvantages of a fear appeal? (4)
■ Doesn’t aid in persuasion in general
■ May harm recall/comprehension
■ Does Not aid in credibility
■ May wear out faster
what are the advantages of a humor appeal? (5)
■ aids attention and awareness
■ may aid message retention
■ creates a positive mood and enhances persuasion
■ may aid name and simple copy registration
■ may serve as a distracter; reducing counterarguing
what are the disadvantages of a humor appeal? (4)
■ does not aid persuasion in general
■ may harm recall and comprehension
■ does not aid source credibility
■ may wear out faster than non-humorous ads
what are the 4 factors that determine the success of a fear appeal?
perceived severity of threat, susceptibility, response efficacy (coping mechanism), self-efficacy (self solution)
if beartrice wants to put an advertisement in BEARFARE MAGAZINE, what media pacing is she most likely relying on? what are the advantages? disadvantages?
self-paced media; better for long, complex messages and central processing; hard to get attention
if beartrice wants to put an advertisement on W-GRR, what media pacing is she most likely relying on? what are the advantages? disadvantages?
externally-paced media; better for simple messages and getting attention; can’t control rate of information
what is the purpose of a hard sell? how is this advertising considered?
to get an informational message to create a logic-based response; direct, forceful, overt
what is the purpose of a soft sell? how is this advertising considered?
to use emotional appeals or images to create a response based on attitudes, moods, and feelings; an emotional appeal that’s noticeably persuasive and doesn’t tell you to buy the product
what are the five rational appeals?
feature, competitive, price, news, popularity
name some emotional appeals for personal and social based.
personal ■ Safety ■ Security ■ Fear ■ Love/Affection ■ Happiness/Joy ■ Nostalgia ■ Sentiment ■ Excitement ■ Sorrow/Grief Social-based ■ recognition ■ status ■ involvement ■ embarrassment ■ affiliation ■ rejection ■ acceptance ■ approval
what is the purpose of transformational ads? what does it create? what is its impact on the product use experience?
● Meant to transform your experience, heighten the experience of using the product.
○ Creates: feelings, meaning, images, beliefs
○ It makes the product use experience: richer, more exciting, warmer, more enjoyable
what are teaser ads designed to do?
build excitement, curiosity, interest, etc. about product or brand by talking about but not showing it
what are reminder ads designed to do?
keep the name of the product or brand in the mind of the receiver
what are the 4 components of a selling strategy?
- Creating a brand image
- Finding the inherent drama
- Positioning the brand
- Using a unique selling proposition
what are the 3 characteristics of a USP?
- Each ad must make proposition to consumer.
- This proposition must make a promise competitors either cannot or do not make.
- The proposition must be strong enough to move the mass millions, meaning it will pull over new customers to your brand.
what are the 3 components of a USP?
- Benefit - buy this product/service and you get this benefit
- Unique - must be unique to this brand or claim; rivals can’t or don’t offer it
- Potent - promise must be strong enough to move mass millions
lecture
serious instruction given verbally
drama
narrative structure that provides lessons and allows consumers to draw their own conclusions; provides context for positive attributes
list of attributes
less favorable than narratives; often highlight negative attributes as doesn’t give context
slice of life
real world scenario where product is used, showing what we all feel
demonstration
showing what product can do
spokeperson
person showing product, talking about it
straight sell
hard facts, information
testimonial message
recommending product
how does language syntax matter for message design?
positively worded statements are more easy to comprehend that negatively worded ones; active structure preferred; central route for complex sentences and peripheral for simple
how does lexical diversity matter for message design?
type token ration: number of diff words used relative to total number of words; recipients like greater diversity, leads to source credibility
