Week_7_Consumer Beliefs, feelings, attitudes and intentions Flashcards
customer beliefs definition
SUBJECTIVE judgments about the relationship between two or more things.
customer feelings definition
An affective state (e.g. current mood state) or reaction (e.g. emotions experienced during product consumption)
customer attitudes
Combined feelings and beliefs. The holistic totality of evaluative judgments that are formed by consumer
(消费者形成的整体评价判断)
customer intentions
What customer wants to do and intend to do in the future.
Which performance involves future factors and transfers to actual purchase?
Intention
Consumer beliefs base on the past experience
True
Three factors included in consumer beliefs
Consumer expectations, brand distinctiveness
Inferential beliefs
（顾客期望，品牌直觉，推断信念）
Unique selling proposition exists in
Brand distinctiveness. A unique attribute or characteristic that apart from competitors.
What happens if product information is incomplete?
consumer will have inferential beliefs. such as plastic box wine is not as good as glass bottle wine.
“the only yogurt help you lose more weight” using which consumer beliefs?
USP (unique selling proposition)
What things can trigger inferential beliefs?
Ads, labeling, packaging.
Three types of feelings
upbeat
negative
warm
When do consumer feelings happen?
advertising, shopping , consumption
How feelings become part of advertising experience?
Feelings activated by the advertisement have the potential to influence attitudes formed about the featured product.
Advertise will lead to feelings both in positive and negative sides.
True
Why feelings become part of shopping experience?
Retail environment elicits consumer’s feelings.
Four types of consumer attitudes
Attitude towards the object - evaluation of attitude object
Attitude towards advertisement - global evaluation of ads
Attitude towards the behavior - represents the evaluation of performing a particular behavior involving the attitude object.
Preference - represent attitudes toward one object in relation to another.
Fishbein Multiattribute attitude model
Ao = attitude toward the object bi = strength of the belief that object has attribute i ei = evaluation of attribute i n = number of salient or important attributes
What is fishbein multiattribute attitude model mean?
Means that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes
which is the first identified factor in fishbein multiattribute model?
Important or salient attributes
How ‘durable’ is brand A running shoes? What kind of question for fishbein multiattribute model is?
strength of the belief that object has attribute i
How important to you is ‘durability’ in running shoes? What kind of question for fishbein multiattribute model is?
Evaluation of attributes
In which case does company willing to possess desirable attributes for product?
When ei is positive.
The Ideal-Point Multiattribute Attitude Model
AP = attitude toward product Wi = importance of attribute i Ii = the ‘ideal’ performance on attribute i Xi = belief about product’s actual performance on attribute i n = number of salient attributes
What is the ideal ideal-point multiattribute attitude model?
zero
Several benefits of using multiattribute attitude models
- Diagnostic power.
- Stimulus importance performance grid
- provide information for segmentation.
- use for new product development
- Guidance in identifying attitude change strategies
What is the meaning of diagnostic power?
examine why consumers like or dislike products.
What are things of segmentation based on?
Importance of product attributes
Lever brothers tone moisturizing soap & coast mkt forecast reflect which benefits of multiattribute attitude models?
Useful for new product development
What is guidance in identifying attitude change strategies?
let marketers change product attributes to improve the consumers’ attitudes.
What the meaning of neglect （忽略）opportunity in the simultaneous result?
Under high importance attribute section, some opportunities that be ignored by both ours and competitors and we can improve the specific attribute performance from poor to good.
When do competitive disadvantages occur in simultaneous result？
Under high importance attribute section, When competitor’s performance is good but our performance is poor.
When do competitive advantages occur in simultaneous result？
Under high importance attribute section, when competitor’s performance is poor but our performance is good
When do head to head competition occur in simultaneous result？
Under high importance attribute section, both competitor’s performance and our performance are good
Four simultaneous should not be taken care of under low attribute importance
Null opportunity, false alarm, false advantage and false competition
Three ways to change consumer attitude using ideal point model
- change beliefs (X)
- change attribute importance (W）
- change ideal point (I)
How to change beliefs about product’s actual performance on attribute?
if belief is low, we need to show consumer that the actual performance is closer to reality.
If beliefs are accurate, we may need to change the product and make AP score is lower
Or using comparative advertising to hurt competitive brand beliefs
Do firms add new attributes is which kind of way to change consumer attitude?
Changing attribute importance level. (burger king “flame broiling)
changing attributes important level is more difficult than changing a belief
True
Example of changing ideal points to improve consumer attributes.
Lower I value. “our drink has the same carb level, but your ideal carb level should be lower ”
Firms should estimate the attitudinal impact of alternative changes.
True. They need to evaluate
What is the attitudinal payoff?
If change one attribute of product, what will be the change or lift in my attitude score.
What consumer intentions can do for firms?
Predict how people will act as consumers.
Six types of consumer intentions
- Spending intentions.
- Purchase intentions(what consumers think they will buy ).
- Repurchase intentions.
- Shopping intentions(where consumers plan on making product purchases).
- Search intentions (intention to engage in external search).
- Consumption intentions (intentions to engage in a particular consumption).
Consumer expectation is belief about future
True
