tm 7-1 copyright © 1999 addison wesley longman, inc. cognitive approaches to persuasion theories...
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TM 7-TM 7-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Cognitive Approaches to Persuasion
Theories of comparative judgment–Adaptation level theory–Social judgment theory–Perspective theory–Influencing consumers’ reference points
Attribution theories–Self-perception theory–Attribution theory 1 & 2, Kelley’s covariation principles and causal schemata
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Adaptation Level Theory
1. All objects can be arranged in some meaningful order.
2. All Dimension have a subjective neutral point called the adaptation level.
3. Adaptation level is the weighted geometric average of all stimuli considered at the time of judgment.
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Attitude change due to persuasive communication
High
Low
Acceptance Neutral Rejection(non-commitment)
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Product Ranking
20th best 5th best 3rd best Best
-43.5-40.4
-52.3
-33.3-37.5
-26.8 -26.1-27
Credible communicator
Noncredible communicator
Product Ranking
Advertising Claim Extremity
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Perspective Theory
R = f
R = Rating on a scale
J = The “true” underlying judgment
U = Interpretation of the upper end point
L = Interpretation of the lower end point
J - L
U - L
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Pricing Strategy
• Price skimming or creaming• Penetration pricing• Price signaling• Experience curve pricing• Customary pricing
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Price Promotion
Advantages:1. Price promotion costs are variable costs (i.e., pay-as-you-go
costs) which are easier to manage than fixed costs.2. Consumers are more sensitive to changes in list prices than
to changes in price deals.3. Price deals induce consumer trial of new products and reduce
the retailer’s risk in stocking new brands.4. Price deals simplify consumer decision making and make
shopping for mundane products more fun.
Disadvantages:1. Decreasing brand loyalty2. Increasing price sensitivity3. Short-term focus4. Leakage across segments
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Price promotion and brand switching
Probability of switchingMargarine Flour
.65 .44 .40 .82 .48 .43
Coupons Cents-off No Deal Deals Control
Coupons Cents-off No Deal Deals Control
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Price promotion and decreasing brand loyalty
Probability of repeat purchase given deal retractionMargarine Flour
.51 .62 .77 .44 .62 .74
Coupons Cents-off No Deal Deals Control
Coupons Cents-off No Deal Deals Control
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Attributional Approach
Wood and Eagly (1981) Why does a communicator advocate a particular position?
Knowledge Bias - the communicator may not know any betterReporting Bias - the communicator may not report what he or she
really believes
Expectancy ExpectancyConfirmed Disconfirmed Control
Attribution of message tocommunicator’s background 11.81 6.40 8.45
Attribution of message tofactual evidence 10.39 11.84 10.47
Communicator bias 9.35 7.43 9.27
Message comprehension 2.36 2.08 2.40
Attitude change 1.56 2.51 1.94