Theories Flashcards
What is the core benefit model?
The core benefit model explores the nature of a product by separating it into three segments.
Core: Actual benefit of the product making it of value to the consumer. (Intangible)
Actual: The tangible product where the consumer looks at style, quality and packaging.
Augmented: Intangible additional services such as warranties, delivery, installation.
Examples of the core benefit model.
Core: Being able to get places at ease.
Actual: The vehicle itself such as the style and quality.
Augmented: The warranty, customer service, after sales service.
Applications, thoughts & links on core benefit model.
Links to the decision-making process as the consumer goes ahead to the evaluation of alternatives, and bases their comparisons on the actual and augmented aspects of a product.
Applied to almost any product or service which is useful when breaking down differences between different products with different brand names.
What is the decision model?
The decision-making model identifies the five stages a consumer will go through when purchasing a product. Problem recognition, information search, evaluation of alternatives, product choice, outcome.
Examples of decision model
Problem recognition: The consumer recognises that she/he needs a new phone as theirs is outdated.
Information search: The consumer would search the internet to find out information on the newest models of phones.
Evaluation of alternatives: The consumer would compare brands on their actual and augmented product.
Product choice: The consumer chooses one product based on appealing features.
Outcome: The consumer brings home a new phone and enjoys the purchase.
Applications thoughts & links of decision model
Links to consumer involvement as the decision-making process becomes more complex if there are higher involvement levels.
The model is excessively rational and more complex than most purchases e.g. profane consumption.
The model links to sacred consumption as this would again have higher involvement and therefore a more complex decision-making process.
Define consumer involvement.
Consumer involvement is the ‘perceived importance or personal relevance of an object or event’. Involvement differs for different products, typically, involvement is higher for more expensive high-risk purchases. The involvement continuum highlights how levels differ based on the product.
Example of consumer involvement.
Car: Actively search for information due to high risk because of how much money is being spent. This puts them at the higher end of the continuum meaning there is increased involvement.
Food shop: Lower end of the continuum (inertia) meaning there is lower involvement as it’s likely to be a routine purchase.
Applications, thoughts & links on consumer involvement
Links to the attachment theory as anxiety and avoidance factors can explain the formation of relationships with brands and why consumers have brand loyalty. Brand loyalty affects consumer involvement as they would be at the lower end of the continuum if they had high brand loyalty, meaning they would be less likely to actively seek information and have a more complex decision-making process.
Define multiple selves.
The theory that each consumer is a number of different people dependent on situation and time. In reference to situation we may become a different version of ourselves in a certain environment which can then affect purchase decisions. The theory implies that our selves can be constrained in certain periods, and that we have the ability to change and develop over time, which explains why our purchase choices may change over time.
Example of multiple selves
We may have a ‘professional self’ which is what we use in a work-place situation/environment which contrasts to how you’d be with your friends, this could be your ‘fun-self’. You can highlight the change over time by looking at how when you’re young, you identify yourself as a daughter/son, but as you get older, if you start a family you would identify yourself as a mother/father. Your behaviour and purchase choices then inevitably adapt to the new self over time.
Applications, thoughts and links on multiple selves.
Multiple-self’s links to self-consciousness as the self you portray within different situations and over time will be different dependent on how sensitive in that situation you are to the image you’re showing. It also links to the concept of self-monitoring whereby you regulate behaviour to fit the situation you’re in. Theoretically there are three forms of expression, concern for appropriateness of behaviour, social comparisons as cues for appropriate self-expression and the ability to modify self-presentation in different situation. These three forms of expression highlight how there are multiple ‘self’s’ as expression could be viewed to be another ‘self’.
What is the extended self?
Our extended self is the total of all that you may call your own, not only your body and personality but your clothes, house and possessions. ‘Our possessions are a major contributor to, and a reflection of our identity’. There are four levels of the extended self: the individual, the family level, the community level, and the group level.
Example of extended self.
Individual level – Possessions such as jewellery and clothes.
Family level – House and the furniture within your house.
Community level – The neighbourhood you live in.
Group level – Level of attachment to certain social groups. Goffman 1961 suggested group self can be used in the military to remove the extended self. Giving a standard haircut and uniform creates a group identity rather than individual personality.
Applications, thoughts & links on extended selves.
The extended self, links explicitly to multiple selves as it highlights how there are different levels to our selves and suggests we may have different consumption patterns at different selves.
The understanding of the extended self allows us to make predictions of consumer behaviour dependent on with self the individual is at.
What is digital consumption & the extended self?
Digital consumption and the extended self looks at how we portray ourselves online. Whether its through social media or MMORPG characters its important to consider how effective these are in comparison to physical equivalents. Online you are able to use re-embodiment to create a whole new persona. This can often lead to the protean effect whereby the consumer merges digital reality and reality. Co-construction also can occur as digital consumption allows us to see others ‘reactions’ leading us to readjust.
Examples of digital consumption and the extended self.
Facebook opens up new means for self-extension, allowing us to select and control how we want people to perceive us. You can also ‘react’ to images on Facebook which enables co-construction and can lead to the individual re-adjusting to fit social norms etc.
What are goals?
Goals are concrete objectives which sets into place a plan of action. It carries with it decision-making, risk and reward. Huffman derived a hierarchical model with the stages, being, doing and having. This highlights how a goal can move us across each stage. Huffman noted that we have themes and value at the core of decision-making, which then affect consumption and feature preferences. Goals can be affected by motivational conflicts, including approach-approach, approach-avoidance, and avoidance-avoidance.
Examples: Goals
A life theme and value may be wanting to lead a healthy lifestyle. The consumers current concern could be to lose weight which then affects consumption intentions leading them to use low fat alternatives. The benefits sought would be the external physical benefit and the internal advantages of weight loss. This then drives feature preferences in order to maintain their goal.
Approach-approach conflict would occur when there were two low fat alternatives, equally desirable. Approach-avoidance conflict would occur if there was a full fat option available as well as a low fat, as they desire the goal and the full fat option. Avoidance-avoidance conflict would be whereby the consumer doesn’t want either option as they’re both undesirable.
Applications, thoughts & links on goals
Goals can be linked to the theory of actual and ideal states, this is because goals are the force which affects consumers by making them put a concrete plan into place. This then inevitably begins to close the gap between the two states, responding to the conflict and create a plan of action in order to reach the ideal state or goal.
What are actual/ideal discrepancies?
The actual state is a person’s condition at that given time. In contrast, a person’s ideal state is their desired condition for the future. The conflict between each state creates a drive, an internal force which responds to the conflict. The response is creating a plan of action to progress from one state to the other.
Example of actual/ideal
The broken screen is their actual state. The consumer desires a fixed screen therefore there is a drive to go to the store and purchase a repair to reach the ideal state. As the fap is relatively small the consumer is likely to go to the apple repair store and simply get a new screen rather than by a whole new phone and info search another brand. In contrast, if it was an outdated iPhone the consumer may look at different brands as the gap between states is larger.
Applications, thoughts & links on actual /ideal
They can link to consumer goal as the drive created due to the gap leads consumers to create a concreate plan to reach the ideal state. If the difference is big then the consumer will be more likely to try a new way in satisfying their needs such as using a different brand.
What are consumer needs?
Consumer needs are the basis of all motivation. They are a perceived lack of something where a want is a specific satisfier. In order recognise a need the individual should perceive this as something that would enhance their lifestyle. Unless the consumer understands how it would make a positive difference it won’t be desired. In relation to a psychological theory, needs are arranged in a hierarchy with basic needs e.g. food at the bottom and enriching experiences such as travel, at the top.
Examples of consumer needs.
The consumer may perceive they lack an item of clothing e.g. a top, this is when a top becomes a consumer need. A consumer want would be the consumer having a top, but wanting a designer top. Linking this example to consumer lifestyle, whether the consumer was to purchase the need or the want would depend on their self-concept, reference groups and social class considerations. In relation to Herzberg’s psychological theory, the top would be the hygiene factor, whereas the motivator would be the designer.
Applications, thoughts & links on consumer needs
Consumer needs link to consumer lifestyle as the pattern of consumption reflects the consumers perceived ‘needs’ and ‘wants’, which in turn affects how they spend their time and money. Lifestyle choices are a result of self-concept, reference groups and social class considerations which all affect what the consumer perceives as a ‘need’ and ‘want’. Consumer needs when linked with lifestyle identify how the market can be segmented into groups and allows predictions to be made on consumer decisions. Consumer needs can be applied to the psychological theory as it suggests consumers wish to satisfy needs, which in turn causes motivation.
What are personal values?
Deeply held beliefs about desirable end states. Values guide consumer behaviour leading them towards certain consumption decisions. A consumer’s values will form value systems. To examine value systems Rokeach found that instrumental values such as ambition are required to reach terminal values (end states) such as happiness.
Examples of personal values.
Personal value: Animal activism/healthy lifestyle. Desirable end state: Reduce overall consumption of animals by humans. 9 values which we can relate to consumption behaviour 1. Sense of belonging 2. Excitement 3. Fun and enjoyment 4. Warm relationships 5. Self-fulfillment 6. Respect 7. Accomplishment 8. Self-respect 9. Security.
Applications, thoughts & links on personal values.
Consumer needs are highly dependent on personal values showing that this affects consumption purchase choices.
What are elements of culture?
Elements of culture are segments which make up learnt behaviours and ways over living which are then passed on from generation to generation. They add to the blueprints for action and interpretations which enable a consumer to operate in a manner acceptable to other members of the culture. These elements strongly influence consumer behaviour and purchase choices.
Examples of elements of culture.
Language, mores, conventions, myths, beliefs, rituals, food, customs, rites of passage, sacred consumption and religion are all elements of Sethna and Blythes model of culture. In more depth we can look at foods to identify cultural differences which would affect consumer purchase choice. In france, frogs’ legs are a national delicacy whereas in the UK its not a common consumption choice highlighting cultural differences. Similarly, beliefs, such as animal activism is an element of culture as this then affects purchase decisions leading them to a meat free diet.
Applications, thoughts & links on elements of culture.
Identifying elements of cultures is crucial in marketing as it enables us to tailor marketing towards specific cultural groups, if we don’t do this we may cause offence to certain groups. Links to consumer creolization by combing elements of local and foreign consumption. This allows consumers to experience other cultures whilst not sacrificing their own, e.g. McDoner kebab in turkey.
What are myths?
Myths are stories in which symbolic elements exist, they express cultural ideology and norms. The often feature conflict or binary opposition such as good vs. evil, in doing so they confirm right and wrong in the eyes of that culture. These myths can affect consumer behaviour as they are often used as marketing tools in order to appeal to a culture.
Examples of myths
Nike have previously launched ad campaign using the myth good vs evil. They had monsters playing against a regular team, with the regular team winning it showed good always coming out on top. The regular team also happened to be wearing Nike boots to give off the idea that wearing Nike can help you over come evil and help you win. By doing so, they appealed to cultures that have heard and believe in the myth.
Applications, thoughts & links on myths.
Myths link explicitly to movement of meaning as the culturally constituted world is passed onto consumer goods by the use of marketing. In which the use of myths will appeal to specific cultures whom have certain rituals, leading them to make a purchase whereby the meaning is also passed along to the consumer. The use of myths is also sacred meaning as they are held as important intangible symbolic elements.
What is sacred consumption?
The use of objects that are set apart from normal routine activities, treated with awe and respect. Opposite of profane routine aspects of our day to day consumption. Sacred consumption is not always tangible, as it can be a place time or event, or even a person (items used or touched by a figure).
Examples of sacred consumption.
If a consumer thought Manchester united to be sacred to them then Old Trafford may have a sacred meaning to them also. They would then treat this stadium with awe and respect when they visit, in comparison to how they may treat an oppositions stadium. This consumer may treat any related items to the football club differently also, for example fans may hang and frame a signed picture as it holds value to them, leading them to protect it from damage.
Applications, thoughts & links on sacred consumption.
Sacred consumption can be linked to myths as they withhold symbolic elements which express cultural ideology. What a culture perceives to be sacred may have stemmed from a myth, as myths are often exploited by marketing such as Nikes use of black history month to launch new products. These products can often become sacred items due to the message they withhold.
What is the movement of meaning model & rituals?
The movement of meaning model is a theoretical account of the structure and movement of cultural meaning of consumer goods. It highlights how culture is passed along to the consumer goods via marketing communications, and then the meaning is the passed on to the individual consumer through rituals. Rituals are a set of symbolic behaviours of which occur in a fixed sequence, including grooming rituals, possession rituals, exchange rituals and divestment rituals. There are also four types of meaning, utilitarian, sacred/secular, hedonic and social. Deviation from rituals causes discomfort for one or the other party to the transaction.
Examples of movement of meaning & rituals.
Possession: acquiring a new phone and making it your own via apps. The individual tailor’s product to have meaning for themselves, adds value.
Grooming: morning routine, going from a private self to public self. Personal to the individual.
Exchange: Giving a gift to someone, expected it to be wrapped with a card, symbolic exchange of value.
Divestment: Giving clothes to charity, relinquish possession of objects and dispossess them.
Applications, thoughts & links on movement of meaning & rituals.
The movement of meaning model can be applied to several different meanings which highlights its broad application to several consumption decisions. Rituals link to profane consumption as people often won’t acknowledge they are performing some of these rituals as they’re heavily embedded into their culture. Rituals also support elements of culture theory by Sethna and Blythe as they are learnt behaviours passed on from generation to generatio
What are reference groups?
A reference group is an actual or imaginary person/group of individuals that can influence a person’s evaluations, aspirations or behaviours. There are several types of reference groups that an individual may have, not just one. Groups can influence many aspects of an individual’s life such as socialization, conformity, self-concept and social comparisons. These influences occur via three mechanisms, normative, value-expressive and informational. Influence levels can change in circumstance for example a person who values a healthy lifestyle may ne part of a group who go to the gym regularly.
Examples of reference groups.
Automatic group: White female aged 19
Virtual group: Online chatroom to discuss fashion trends
Primary group: Her mum and best friend from university
Secondary group: Member of the chartered institute of fashion buying
Formal group: Chartered institute of fashion buying
Aspirational group: Wants to join local choir but long waitlist
Dissociative group: Online gaming as it’s viewed as anti-social
Informal group: Neighbours
The influence these groups have on her will be stronger for a public luxury, for example the newest on trend pair of trainers, whereas it would be weakest for a private necessity such as shower gel.
Applications, thoughts & links on reference groups.
Reference groups can link to mechanisms of social influence as influence occurs due to strong pressures from groups, causing normative, value expressive and informational influences. Reference groups can also link with personal values as an individual would be more likely to join a specific reference group which held the same values as them, for example a person who values a healthy lifestyle may be part of a group who go to the gym regularly.
What are mechanisms of social influence (normative, value expressive & informational)?
These are the mechanisms by which influence occurs. Normative is the pressure exerted onto an individual to conform and comply, this works best when social acceptance is valued by the consumer, and when strong pressures exist in with group. Value expressive is the pressure that occurs from the need to have a psychological association to a group, meaning that the desired outcome is to have respect from others. This pressure is rooted at the need for esteem. Informational influence is the influence which arises from the need to see information from the reference group about the considered product, similar to getting expert advice.
Examples of mechanisms of social influence (normative, value expressive & informational).
Normative: Harley Davidson biker group. Share common characteristics such as distinct clothing and specific jackets, almost uniform like. The members want to be accepted so pressure to wear the clothing arises.
Value-expressive: City worker. Chooses to wear a suit on a daily basis, expresses a set of value in the way he dresses in order to seek respect from others.
Informational influence: Professional orgs. & their trade bodies. Offer expert advice and clear recommendations. In order to make it well received organisations for example hair salons would go to the hairdressing federation, and then use this on their products.
Applications thoughts & links on mechanisms of social influence (normative, value expressive & informational)
Normative influence can link to sacred consumption as pressure may be exerted onto an individual to conform and comply, if the group had a valued product then the individual would be influenced to also purchase this product and hold it as sacred.
Value expressive can link to elements of culture as in order to have a psychological association to the group the individual may adapt to fit into their culture, which in turn gains them respect from the group.
Informational influence can link to personal values as a consumer’s personal values may lead to them to gain expert advice from given group before making a purchase.
What are group behaviours? (herding, de-individuation, social loafing, risky shift effect)
Herding: A form of group behaviour which occurs subconsciously. The consumer takes cues from others, this can take place emotionally, whereby one person’s emotions can trigger similar emotions and behaviours (emotional cognition) in other people.
Deindividuation: Concept that looks into the loss of self-awareness when the individual is in a group setting.
Social loafing: seen when an individual is in a group and decides to exert less effort in achieving the goal.
Risky shift effect: opposite of social loafing. Takes more risks as consequences are spread across the group.
Examples of Group behaviours (herding, de-individuation, social loafing, risky shift effect)
Herding: in relation to consumer behavior; one individual within the group may believe a football poster to be sacred, if this footballer had died they may release emotions of sadness. Emotional contagion could then explain why other members in that group may then start to also show similar emotions, even if the poster wouldn’t make them feel this way if they were alone.
De-individuation: a consumer may not be able to afford a certain product, such as the new iPhone X, however if they are in a group where the other members have made this purchase, they may lose self-awareness and purchase it because the others have.
Social loafing: a group of people may be planning a surprise party, and all go shopping for the decorations, one individual may take a back seat and let other group members make the decisions and purchases.
Risky shift effect: more of prominent position and make some of the crucial decoration decisions, which they may not have chosen if they were alone.
Applications thoughts & links of group behaviours (herding, de-individuation, social loafing, risky shift effect)
Group behaviours can be linked explicitly to reference groups as, the given behaviours are consequences of the consumer being attached to a particular reference group due to the influence put on them by others. Furthermore, group behaviours can be linked to rituals, this is because rituals are often a result of certain reference groups, which then can case herding and emotional contagion. Similarly, sacred consumption is also relevant, as groups often have a common interest, whereby they view certain products as sacred which again may result in herding and emotional contagion.
What is classical conditioning?
Classical conditioning is an aspect of the behavioural learning theory. The behavioural learning theory assume that behaviour is a result of the responses to external events. Pavlov first demonstrated this through the experiment with dogs, he demonstrated that automatic responses could be learned, this is classical conditioning. This relates to consumer behaviour as there is clear associations between products, for example cigarettes and coffee.
Examples of classical conditioning.
Pavlov’s dog’s is a clear robust example of classical conditioning and how the process works. Before he conditioned the dogs the bell provided no response, but their was an unconditioned stimulus, which was the food, which caused an unconditioned response of salivation. During conditioning he paired the bell with the unconditioned stimulus of food, in order to create an association between the two. This stilled caused the unconditioned response of salivation. After the association between the bell and the food was created the dogs were conditioned. This meant that despite there being no food present, the conditioned stimulus of the bell caused the conditioned response of salivation.
Applications thoughts & links of classical conditioning
Classical conditioning can be linked with operant conditioning as they are both behavioural learning theories with similar core assumptions, that learning is a result of responses to external events. Classical conditioning can be applied to marketing as many adverts for example cars use attractive models alongside, this is to create an association between the two and make the car look desirable.
What is operant learning?
Operant conditioning is an aspect of the behavioural learning theory. This theory assumes that learning is a result of responses to external events. Operant conditioning links into the theory as it highlights how individuals learn to perform behaviours in order to produce positive outcomes and avoid those which yield negative responses. Its believed operant learning occurs in three ways. Firstly, positive reinforcement whereby the behaviour is learned through reward. Secondly, negative reinforcement whereby the behaviour is learned through avoidance behaviour as the individual wants to avoid the percieved negative response. Lastly, punishments which is whereby the individual is given a negative response because of a given behaviour which then reduces the likelihood of them doing it again.
Give examples of operant learning.
Skinners work is closely linked to the theory. His experiment ‘skinners rats’ is an example to portray operant learning. In regards to positive reinforcement skinner placed a hungry rat in the box, the box contained a lever that when pushed produced food. The rat learned that by accidently pressing it food was produced, therefore this reward reinforced a behaviour. His rats showed negative reinforcement in practice when he subjected them to an electric current to cause discomfort. The rat could switch off the electric current when going to the lever. Therefore the rats learnt to avoid the current by pressing the lever. Lastly skinners experiment also highlights punishment which weakens behaviour. An example of punishment in regards to operant learning, we can look at how a child may get detention for not doing their homework, which then reduces the chances of them doing this again
Thoughts / Links / Applications on operant learning.
Operant learning links to classical conditioning as they are both ways of explaining the assumptions of behaviour learning theory. Behaviour modification is an application of operant conditioning with the ‘token economy’ being used in psychiatric units to edit and adapt patients behaviours to the desired outcome.
What is brand association?
Brand association is the connections that people make between a brand and other concepts – linking beliefs and perceptions about what the brand will do. Positive brand associations are crucial for marketers as it can increase product adoption, increase willingness to accept brand extensions, and increase the propensity for positive word of mouth. Sethna and Blythes 2016 model highlights the process of brand association well.
Examples of brand association.
Taking Virgin as an example, there is absolutely no reason to suppose that Virgin would be good at running airlines, commissioning new rock bands, running an insurance company and launching spacecraft. Yet the fact that the Virgin brand appears on the products is apparently seen as a signal of quality, and people who have been happy with one Virgin product seem to accept that other Virgin products will have similar quality values. This example highlights that features such as information from trusted sources, direct experience, marketing communications and word of mouth (elements from Sethna and Blythes model) each contribute in the development of brand associations to lead to acceptance of the brand when applied to different products.
Thoughts / Links / Applications on brand association
Brand association links directly to the perception process, this is because the consumer converts sensory input that the brand gives off, for example via marketing communications, this stimuli is then combined and interpreted and integrates the cues to form an overall perception of the brand. This then leads to connections between the brand and other concepts, and can create positive brand associations.
What is self-dysregulation?
Self regulation is the process by which your body regulates your behaviours to function appropriately, in contrast dysregulation looks at why there are self regulation failures, such as obesity, drug abuse etc.
Examples of self dsyregulation.
Self regulation can be seen via homeostasis, the set point theory whereby there is a range in which your body is programmed to function optimally. For example, your body temperature is at it’s optimum point at 37 degrees Celsius. An example of self dysregulation is seen through the experiment of high calorie food and desensitization in rates. The rats were given high calorie good and became habituated to the food, with their pleasure centers in the brain becoming addicted to these high fat diets. They had developed compulsive eating habits and became obese which highlights how their body couldn’t regulate their behaviours to function appropriately. This can explain why humans become obese, and purchase fast food.
Thoughts / Links / Applications on self-dysregulation
Self dysregulation can be linked to executive control problems this is because, the executive control can explain why we experience failures such as obesity through concepts such as thought suppression. For example we may become obese due to suppressing these slower more effortful thoughts, and instead listen to the fast automatic ones telling us to eat.
What are executive control problems? Ego-depletion & thought supression.
The executive control is the part of our forebrain that makes higher powered decisions. The concept of ego depletion is the idea that self-control requires time, effort and resources. It operates as a muscle, it can be strengthened but easily exhausted. Exerting self control on an initial task leads to less self-control on the next. Thought suppression is the concept that suggests we have fast, automatic and powerful associations, as well as slower and more effortful processes. We may suppress certain thoughts if they are slower and more effortful.
Examples of executive control problems.
An example of the executive control could be making a decision when you don’t really want to, such as going to the gym on a wet day. An example of ego-depletion can be putting more effort into the first puzzle to gain a reward, then using less effort on the next puzzle as you’ve used up the resources. Thought suppression can be highlighted through the example of smoking. The buzz someone may get when they feel the need to smoke, leads them to automatically think of cigarettes and smoke, but the slower thought would be cancer and health issues. The individual would then suppress the slower thoughts due to the immediate, fast associations.
Thoughts / Links / Applications on executive control problems.
Executive control problems can be explain self dysregulation through concepts such as thought suppression and ego depletion. For example we may become obese due to suppressing these slower more effortful thoughts, and instead listen to the fast automatic ones telling us to eat.
What are cognitive biases in self control? Framing & hyperbolic discounting.
Cognitive biases in self control withholds two main concepts. Firstly, framing; this is how we describe something, consumer choice is highly dependent on how information is presented or ‘framed’. There are cues in the market to assist the framing of a product. Secondly, hyperbolic discounting; this is referring the tendency for people to increasingly choose a smaller-sooner reward over a larger-later reward to avoid the delay. The concept highlights that consumers generally want rewards sooner rather than later.
Examples of cognitive biases in self control (framing & hyperbolic discounting.)
An example of framing is seen through portion control. From a bigger serving bowl people take 20-30% more food. This highlights the way that something is presented can affect consumption, creating a cognitive bias as it is a mistake in evaluating how hungry you actually are. An example of hyperbolic discounting could be thinking of going to the gym, the immediate visualization would be finding gym clothes and being tired and sweaty, whereas the individual may not immediately think of the health benefits.
Thoughts / Links / Applications on cognitive biases in self-control.
Cognitive bias concepts such as framing can be linked to brand association as the way a brand describes their product such as ‘low fat’ can make the individual eat more of it as it doesn’t seem as bad. This links to the way the individual thinks about the brand as they will view it as healthy due to the way their products have been described.
What is automaticity & mindfulness?
Automaticity is referring to the limited conscious attention, awareness and control of ones actions, intentions or psychological processes. Mindfulness is the opposite of this whereby an individual would be fully aware from intentionally paying attention to particular present experiences. Being mindful is harder and more effortful than habits.
Examples of automaticity & mindfulness.
An example of automaticity could be texting whilst walking, as you’re limited in how aware you are whilst doing so. An example of mindfulness could be meditating daily to practice becoming fully aware by paying attention to the present experience.
Thoughts / Links / Applications on automaticity & mindfulness.
Automaticity can be linked to classical conditioning as the individual would be unaware that they are learning via association, and this happens unconsciously. Mindfulness can be linked to the executive control as you are often aware that your making these higher powered decisions, such as buying a jumper as winter approaches.
What is cognitive persuasion & the ELM model?
Cognitive persuasion is used by marketers to adapt attitudes to sway consumers decision making process. The ELM model highlights and describes how the change of attitudes form. It aims to explain different ways of processing stimuli, why they’re used and their outcomes on attitude change. Using the central route persuasion will result from careful and thoughtful consideration. This causes a belief change, a behaviour change and ultimately an attitude change. The peripheral route differs as cues to change behaviours are generally unrelated to the stimulus, for example the credibility or attractiveness of the sources. This then leads to a belief change, a behaviour change and then an attitude change. Attitude then influences consumer decision making.
Examples of cognitive persuasion and the ELM.
An example of cognitive persuasion illustrated by the ELM is as follows. A consumer may have a need for a new phone, if this consumer was to take the central route they would compare several brands to weigh up their options and choose the phone that it is most suited to their needs. The consumer may go through an attitude change if they usually use the brand apple but after consideration, opt for an android. In contrast, if the consumer was on the peripheral route they would be more likely to just buy the most popular phone in order to fit in. Using the example of apple vs. android, the consumer would simply choose whatever is on trend. If this was android and the consumer was an apple user, there is an attitude change.
Thoughts / Links / Applications on cognitive persuasion and the ELM.
Cognitive persuasions peripheral route can be linked to automaticity as it highlights limited conscious attention and awareness when making a consumer decision as the consumer is less likely to process the stimuli in depth to create this attitude change. In contrast, the central route links to mindfulness as it highlights how to consumers attitude change results from careful and thoughtful consideration – this can be viewed as being mindful. The ELM can also be linked to ego depletion as, a consumer may be more likely to take the central route if there ego hadn’t become exhausted. This can then explain why some people use the peripheral route in the process of an attitude change.
What is emotion persuasion (explicit & implicit)
Marketers may play on emotions to adapt consumer behaviour; they can do this explicitly or implicitly. They do this as it requires little cognitive effort from consumers and is often more interesting, captivating and memorable. The explicit method requires a direct link with a (usually specific) emotion, often these are fear and humour. Whereas the implicit method is incidental, with no real link to the product. It causes incidental emotions, which affects processing and makes a ‘halo’, which feels like a good thing. However, as there is no direct link, recall is often weaker.
Examples of explicit and implicit emotion persuasion.
An example of explicit emotional persuasion can be seen through fear advertising. This is mainly used by public service advertising. Drink driving adverts use fear advertising to highlight the dangers which scares through the use of negative imagery in order to prevent them from doing it. An example of implicit emotional persuasion is highlighted through the use of sex imagery in alcohol advertisements, specifically Budweiser have used this a lot. The images have no real link to the drink itself, however the use of sex in advertisement creates a desire for the drink.
Thoughts / Links / Applications on emotion persuasion (explicit & implicit)
Emotion persuasion can be linked to framing as the way in which a product is portrayed or advertised can be done to play on emotions, whether its explicitly or implicitly. Cues in the market will trigger emotions, which persuades the consumers decision. Emotion persuasion can be linked further with brand association as using certain triggers and cues, especially if done explicitly will stay in the consumers mind leading them to make perceptions and beliefs regarding the brand.
