Attitudes, Intentions, and Behavior II

MKT 750Dr. West

AgendaABC Model of Attitudes

Hierarchy of Effects ELM FCB Grid

The role of consistencyDewar’s Repositioning

The rest of the story…Affect

the way a consumer feels about an attitude object (favorable/unfavorable)

Behavior the consumer’s intention to do something with regard to the attitude object

Cognition refers to the beliefs (know) a consumer has about an attitude object.

High-Involvement Hierarchy: Cognition Affect Behavior

Low-Involvement Hierarchy: Cognition Behavior Affect

Experiential Hierarchy: Affect Behavior Cognition

Know Feel Do

Know Do Feel

Feel Do Know

Hierarchy of Effects

Involvement Paradox The more important the product is to the consumer, the less influence advertising has on attitude

Remember, behavior is determined by perceived value

The less important the product is to consumer, the more impact marketing stimuli (e.g. packaging, jingles) have on behavior

Low-Involvement Learning

Passive Process Low motivation to process informationHabitual Behavior

Classical Conditioning Occurs when an unconditioned stimulus (bell) is paired with a conditioned stimulus (meat powder) Credit cards

Low-Involvement Learning Passive Process

Operant (Instrumental) Conditioning Occurs when an individual learns to perform a behavior that produces positive outcomes (reinforcement) and to avoid behaviors that produce negative outcomes (punishment) Frequency marketing, coupons, etc… Remember, extinction!

Elaboration Likelihood Model

High Involvement Cognitive Belief and Behavior Processing Responses Attitude Change

Change

CENTRAL ROUTE

AD Attention and (source, message) Comprehension

PERIPHERAL ROUTE

Low Involvement Belief Behavior Attitude Processing Change Change Change

Central Route

Opinions are sensitive to the strength/quality of information presented Ad providing relevant information or images will lead to more favorable opinions

Peripheral Route Aad (attitude toward the ad) impacts consumers’ opinion/feelings about a productCues devoid of product-relevant information (peripheral cues) shape consumer behavior

MOTIVES FOR PURCHASING

Think Feel

Insurance Sports CarHigh Economy Cars Perfume

Tires Wine Credit Cards

INVOLVEMENT Medications

Sun-Tan Lotion PizzaLow Liquid Bleach Beer

Razors Soft Drinks Paper Towels

Foote Cone & Belding Grid

I II

III IV

Foote Cone & Belding Grid

Quadrant I: Informational approach emphasizing performance

Quadrant II: Emotional appeals linked to self-image

Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase)

Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)

Tums claims that its product is recommended by doctors more than other brands.The claim positions Tums as a leading source of calcium.

bebe, a retailer of up-scale clothing uses advertising to convey an image

Mr. Clean’s familiar face is used to introduce this new product

Target uses image advertising to build its brand

The Importance of Emotions

How are affect and cognition related?

Do thoughts precede emotions or emotions precede thoughts? Independence Hypothesis postulates separate and partially independent systems Highlights the importance of aesthetics and subjective experience

The Role of Consistency:Cognitive Consistency Principle:

We value harmony among our thoughts, feelings, and behavior Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes

The Role of Consistency:Theory of Cognitive Dissonance:

When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behaviorExample:

“I know smoking causes cancer” “I smoke cigarettes” How do smokers resolve this inconsistency?

The Role of Consistency:Theory of Cognitive Dissonance:

Explains why consumers’ evaluation of a product tend to increase after purchase, and why they seek support for their decisions.

What can marketers do to assist?

The Role of Consistency:Balance Theory:

Examines relations among triads of related attitudes

Each triad contains a person’s perception an attitude object (Pepsi) , and another person (Britney Spears) or object. The perceptions can be either favorable (+) or unfavorable (-)

People strive for relational harmony and thus alter their perceptions to create consistency.

The Role of Consistency:Relational Harmony

Person 1 Person 2 + + - -

Pepsi Britney Pepsi Britney

Person 3 Person 4 + - -

+ Pepsi Britney Pepsi Britney

The Role of Consistency:Pepsi chooses Britney Spears as endorser

Person 1 Person 2 + + - -

Pepsi + Britney Pepsi + Britney

Person 3 Person 4 + - - + Pepsi + Britney Pepsi + Britney

The Role of Consistency:Pepsi chooses Britney Spears as endorser

Person 1 Person 2 + + - -

Pepsi + Britney Pepsi + BritneyHARMONY

Person 3 Person 4 + - - + Pepsi + Britney Pepsi + Britney

The Role of Consistency:Pepsi chooses Britney Spears as endorser

Person 1 Person 2 + + - -

Pepsi + Britney Pepsi + BritneyINCONSISTENCY

Person 3 Person 4 + - - + Pepsi + Britney Pepsi + Britney

The Role of Consistency:Balance Theory:

Creating relational harmony Me

Pepsi Britney

++ --

++

(-)(-) (+)(+)

Opinion Change The need for changing

consumers’ product opinions commonly occurs for mature products

After years on the market, product image, packaging, or claims may need to be updated

Aunt Jemima introduced a new, thicker light syrup to the market to improve consumers’ opinions of the brand.

Danger of Changing Opinions

Making changes to improve opinions of some people, may hurt the opinions of others

Changes designed to attract customers must be weighed against their potential for alienating other customers

Danger of Changing Opinions

Dewar’s Repositioning Declining consumption beginning in 1978

Problems with perceptions & taste Critical period for product adoption (mid to late 20s)

Decision to target youth in the late 1990s

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AssignmentFinish Reading Chapters 9, 12 & 16Work on Your Project