week 6 Flashcards
What does a business/brand want from consumers?
Purchase, Repeat purchase, Positive WoM/ brand advocacy, Pay premium price, Love/ attachment, Support during crisis time, Loyalty, Commitment AND MAINLY Long-term profitable relationship
what are the Attitude components (ABC approach):
Affect – How you feel (I like McDonald’s)
Behaviour – How you act (I always buy McDonald’s meals)
Cognition (or “beliefs”) – What you know (I know McDonald’s is bad for me, but I still buy it anyway…)
explain Attitude components (Affect):
“I feel happy when I see a McDonald’s because it reminds me of good times.”
“McDonald’s advertisements make me nostalgic.”
How does emotional branding influence our feelings towards a brand?
yes, because consumers will buy the product because of the emotional apeal
what are some examples of Attitude components (ABC approach):
Behaviour – How you act
I always buy McDonald’s meals (Repeat purchase/ brand loyalty)
“I follow McDonald’s on social media for the latest deals.” Brand engagement
I recommend McDonald’s to friends when they want quick, affordable meals Word of mouth/ brand advocacy
Can a brand’s social responsibility initiatives change our feelings?
yes, because consumers who want to support companies that take a stand. resonates emotionally with consumers
How can you influence consumer’s action?
buy giving discounts
give examples of Attitude components (ABC approach):
Cognition (or “beliefs”) – What you know
I know McDonald’s is bad for me, but I still buy it anyway.
I am aware that McDonald’s offers some healthier options like salads.
I believe McDonald’s is convenient for quick meals, though not the healthiest choice
What role does information play in shaping consumer attitudes toward a brand?
Awareness and knowledge
Trust and credibility
Perception shaping
Risk reduction
Differentiation
Value alignment
what is a Utilitarian Function (Functions of Consumer Attitudes)
Attitudes are used as a method to obtain rewards and to minimise punishment.
Example: High school boys wear cool brands to fit in.
what is a Knowledge Function
(Functions of Consumer Attitudes)
This function of attitudes allows consumers to simplify their decision-making processes.
Example: A consumer is very loyal to Apple products and believes they are the best, thereby simplifying their search efforts.
what is a Value-Expressive Function
(Functions of Consumer Attitudes)
It enables consumers to express their core values, self-concept, and beliefs to others.
Example: A consumer supports Greenpeace because he places much value on environmentalism.
what is a Ego-Defensive Function
(Functions of Consumer Attitudes)
It works as a defence mechanism for consumers to avoid facts or to defend themselves from their own low self-concept.
Example: Smokers discount information that suggests that smoking is bad for their health
can you explain how the Hierarchy of Effects changes depending on the purchase context
high involvement … 1.cognition 2.affect 3 behaviour
low involvement; one cognition two behaviour three affect
Experiential: one effect to behaviour three cognition
Behavioural influence: one behaviour to cognition three affect
can you further explain the purchase context of the hieracy of effects
High-involvement hierarchy: Occurs when a consumer faces a high-involvement decision or addresses a significant problem
Low-involvement hierarchy: Consumers have basic beliefs about products without having strong feelings toward them
Experiential hierarchy: Explains impulse purchases
Behavioral influence hierarchy: Some behaviors occur without either beliefs or affect being strongly formed beforehand
