Session 4 Flashcards
Attitude : definition
Lasting general evaluation of concepts
Attitude toward a concept : ABC
Affect
Feelings about the concept
How do you feel about X ? (or after thinking about X)
Behavior
Intentions to do something about the concept
What do you want to do about X ? (purchase, talk about, recommand?
Cognition
Beliefs one hold about the concept
What comes to your mind ?
Consisentecny principle
Consumers have a need to be consistent in the way they feel, behave and think about a concept
ex: purchase the product of a brand you would be more inclined to have positive feelings and ocgnitions toward the brand
Self-perception theory
When consumers are not certain of their attitudes towards a concept, they try to create an attitude based on a past behavior
ex: I once urchased New York Times, thus I have a positive attitude toward NYT
Foot-in-the-door technique
- Consistency princple + self-perception theory
- Make a small requist in the beginning before bringin gup the more effortful request
- ex: would you give me 5 minutes of your time -> would you answer this survey ?*
- ex: hotel guests who put on the eco-friendly pin were signifcantly more likely to reuse their towels and the total number of reused towels increase by over 40%*
Cognitive dissonance : definition
Tension people experience when there is a conflict with their behavior and their cognitions
ex: consumers purchase from a brand they know treats their employees badly
3 strategies to reduce dissonancce
- Stop behavior
- Change the belief
- Introduce new belief that is consistent with the behavior
EX: I eat McDonald’s vs McDonald’s is very unhealthy
- Stop eating McDonald’s
- Convince myself that McDonald’s is that that unhealthy
- Eating unhelahty every once in a while is okay
An attitude that is formed through ___ or in a ___ likely predicts actual behavior. In a simlar vein, attitude that are ___ and ___ lead to actual behavior.
An attitude that is formed through direct experience or in a high-involvement context ikely predicts actual behavior. In a simlar vein, attitude that are easily accessible and specific lead to actual behavior.
Resons why attitude wouldn’t lead to actual behavior (3)
- *Situational reasons**
- You may have a positive attitude toward a product but you may not hav ehte money to purchase it*
- *Normative influence**
- You may have a positive attitude toward a brand but you may not purchase it because your friend think that it is a lame brand*
Individual factors
You may not switch to another brand becasue you want to be consistent
6 pillars of persuasion
- Reciprocity
- Scarcity
- Consensus
- Consistency
- Linking
- Authority
Reciprocity
People are more likely to give if they receive first
- ex: people are more likely to purchase raffle tickets if they get a free coke (weather if the person is nice or not)*
- ex: candies for tip, free samples, free gift with donatiosn*
Scarcity
Items become more valuable when they are sacrey
- ex:participanats rated cookies are more desirable and attractive when there were a few cookies*
- ex: supreme*
Consensus
People are influenced by waht others do before doinsomething
ex: join your fellow guests in helping to save the environment!
Consistency
People try not to contradict themselves i what they say vs do
- ex: people who signed a petition about a cause two weeks ago donated more compared to those who did not sign a petition*
- ex: calling people election to ask if they will vote in a upcoming election increases the number of voters*
Liking
People prefeer to say yes to those they like and people generally like others who are :
- Similar to them
- Give them compliments
- Cooperate with them
ex: students were more likely to reach an agreement in negotiation when they were first asked to give information about themselves compared to when they go straight to the negotiation
Authority
Consumers are more likely to be persuaded by authoritative sources
ex: a consumer is more likely to be persuaded about the negative consequences a certain diet when the information is provided by a nutritionist compared to a friend
Tradition Communication MMdeol
Organization -> Message -> Sources
The organization creates the message and shares it with the consumers from a source. Then the organization seeks feedback from consumers to assess the effectiveness of the message and the source
The Source : 2 important elements
- Credibility
- AttractivenessL perceived social value
Credibility may depend on (2)
- Relevance to product
- The targeet consumer group
ex: featuring Lebron James when promoting a basketball would be more credible than featuring LEbron JJaes when promoting food processor
4 factors that influence attractiveness
- Physical appearance
- Personality
- Social status
- Perceivved similarity (to audience)
It is important to use attractive sources due to the ___
It is important to use attractive sources due to the halo effect
ex: people may infer that a product is better simply because they find the source to be attractive
Who to feature ?
Utilitarian products (vacume, bbq) = experts
Luxury products = celebrities
Everyday consumer goods (food, laundry soap) = other consumers
The Message : 4 dimensions
- Content (words vs pictures)
- Repetition
- Constructing the argument
- Message Appeal
The Message : Reptition
Number of exposures increases = consumers become more familiar with the brand but they bored of the message = negative afective reactions
TheMessage: constructing the argument
One sided vs two-sided argument
One-sided : presnets only the positive
Two-sided : presents both negative and positive
ex: Skoda ad aknowledge that their products’ design was ugly in the past but the new model looks greaet
Comparative ad
Compares recognizable brands on specific attributes
The Message Appeal : 4 types of appeals
- Emotional vs rational appeals
- Sex appeals (make sure it is a good fit)
- Fear appeals (social marketing)
- Humorous appeals (decrease counter-arguments)
Typees of consumer decisions (3)
- Habitual decision making (low involvement and low effort) - toilet paper
- Limited problem solving - boots
- Extensive problem solving (high involvement, high effort) - car
Consumer decision-making process : 5 steps
- Problem (need) / Recognition
- Information search
- Evaluation of alternatives
- Product choice Consumption and post-purchase
Problem recognition
Discrepancy between current state and desired state
Information search : 2 types of search
- Internal : knowledge and emory
- External : other reosurces (friends, experts, reviews)
Information search : intensity of information search depends on ___ (3)
- Amount of available information
- Prior expertise
- Perceived risk
ex: intense information search to buy a car (risk is high, a lot of information avaialble, no expertise)
*This stage is likely to be skipped with habitual purchases
Evaluation of alternatives : the remaining options from which the consumer makes the choice is called a ___
the remaining options from which the consumer makes the choice is called a consideration set
Product choice : 3 strategies
- Heuristics (mental shortcuts)
- Habit or loyalty
- Decision rules (high risk)
Heuristics : 3 types
- Halo effect : choose a product because it is pretty
- Price = quality: choose a product because it is more expensive
- Country of origin: german cars are better than american cars
Product choice : 2 types of decision rules
- Compensatory
- Non-compensatory rule
Product choice : compensatory rule (2)
Low rating in one attribute could be acompensated by a high rating in another attribute
- Simple additive (total score)
- Weighted additive (weighted score)
Product choice: non-compensatory rule (based on the most important attribut)
Consumer chooses the product that has the highest rating on the attribute that is the most important (importance weigh)
Consumption and post-purchase : 3 scenarios
Surpases expactations
Client is satisfied -> satisfaction leads to brand loyalty
Matches expectations
Client is content
Cannot achieve consumers expectations
Client is unsatisfied -> negative word of mouth
Consumption and post-purchase : post-purchase dissonance
Thinking that an option they passed on was better choice then the option they choose
- Reassure themselves that they made the right choice
- Try to convince themselves the other option was not better
- Find other flaws in the other option
ex: purchased a toyota but honda civic looked really cool tho
Strategy to reduce post-purchase dissonance
Return policy
