slides that could be relevant 9 Flashcards
webers law
A noticable change in a stimulus is a constant ratio of the original stimulus
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different
Webers law formula
k = dS/S
S = initial stimulus value
dS = smallest change in stimulus value capable of being detected by the consumer (JND)
k = constant proportionality
what is attitude
A persons disposition towards an object to respond or act in a favorable and/or unfavorable way
–> one of the most important concepts marketers use to understand consumers
attitudes in marketing want
consumers to hold positive attitudes about us
want to change consumers attitude to be positive
we measure consumers attitude all the time
three components of attitudes
Affects (feelings) (a consumers emotions or feelings towards the attitude object (liking or disliking)
beliefs (cognitions) ( beliefs a person has about an attitude object)
conation (behavior) (a consumers intention to do something with regard to an attitude object (e.g. buy))
incidental effect
Affeective experience whose source is unconnected to the object and may be due to mood or context stimuli
how does incidental affect influence our attitudes (feeling as information account)
people inspect their concurrent feelings to infer their attitude towards a target object
how does incidental affect influence our attitudes (evaluative conditioning)
Transfer of affect from affective experience to object
how to measure cognitive attitudes
beliefs = strength of relation between object and attribute
- KLM has tasty meals
- KLM usually flies on schedule
-3 completely disagree ——– 3 completely agree
predicting and understanding cognitive attitudes fischbein
Attitude is a sum of beliefs, weighted by their evaluation
Predicting and understanding cognitive attitudes (rosenberg)
Attitude is a sum of beliefs, weighted by their importance (rather than evaluation)
how to change consumers attitudes
Through MAO
when low: peripheral processing (focus on peripheral cues, simple decision rules)
–> attitude change (temporary, susceptible to change)
when high: central processing (focus on message quality and scrutiny of arguments)
–> attitude change (enduring and resistant to change)
which type of method to use to change attitudes for high MOA
strong arguments
message can be complex
comparative advertising (but only if it contains objective and verifiable information)
two-sided arguments
credible source (expert)
coparative advertising:
works by:
When effective:
When ineffective:
strengthening perception of superiority on target attribute
enhance clarity
used by underdog brand superior on one attribute
products with objectively measurable features
When ineffective:
used by market leaders (creates negative association; harsh, cheap)
Which type of message to use for each quadrant (high MOA and informational think attitudes)
two sided message:
work by:
increasing credibility (trustworthiness)
Immunizing against negative claims
when effective:
Consumers have negative brand attitudes
Negative attributes is already known
