week 6 consumer behavior notes
week 6 consumer behavior notes MKTG 3553
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This 3 page Class Notes was uploaded by ajtovar on Sunday October 9, 2016. The Class Notes belongs to MKTG 3553 at University of Arkansas taught by Chris Tompkins in Winter 2016. Since its upload, it has received 5 views. For similar materials see Consumer Behavior in Marketing at University of Arkansas.
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Date Created: 10/09/16
i) ex. Starbucks ii) apple vs pc dudes b) values-driven (compatibility) i) ex. Want sneakers, you are more likely to like a brand that uses recycled materials if you care about the environment c) social identity-based (compatible with self-schema/identity) i) using celebs ii) used by luxury brands d) analytical processing (cognitive responses to a communication): positive vs negative i) when exposed to stimuli customers generate a cognitive response ii) cognitive response: thoughts a person has when he or she is exposed to a communication, may take the form of recognitions, evaluations, associations, images, or ideas iii) positive responses (1) support arguments (agree with the message): thoughts that express agreement with the message (a) positive moods increase positive responses (reduce counterarguments) iv) negative responses (1) counterarguments (disagree with the message): thoughts that express disagreement with the message (a) belief discrepancies heighten these (b) easier to make with a weak message (2) source derogations (discounting the message based on the source) (a) ex. saying someone was paid to say something (b) paid media: any mkting communication that the company pays for (c) earned media: communication that has been created by somebody else (i) more powerful cuz less room for source derogation. Person who is communicating the message does not have financial investment in company v) expectancy value models: analytical processes that explain how attitudes form and change based on their beliefs and their evaluation of those beliefs (1) theory of reasoned action (TORA): an explanation of how, when, and why attitudes predict behavior (a) behavior (B) is a function of Behavioral Intentions (BI), which are determined by consumers attitude toward the act (Aact) and the Subjective Norms (SN) in place (b) Aact is determined by consumer beliefs (bi) about the consequences of engaging in the action and their evaluation (ei) of these consequences (c) SN are determined by what the consumer thinks others want him/her to do (Normative Beliefs; NB) ind their motivation to comply with those people (MC) i (2) Norms (a) Injunctive norm: what you’re supposed to do (i) Whispering in library (b) Descriptive norm (more powerful): what everyone else is doing (i) Dudes in elevator vi) Theory of planned behavior: we may form behavioral intentions but we may not have ability or opportunity to engage in the behavior (1) Adds dimension of consumer’s perceived control (a) That is, if consumers think that consuming a product will be beneficial to them (b) That they form intentions to consume the product (c) That they have control over the consumption behavior e) How cognitively based attitudes are influenced: high effort i) Communication source (1) Source credibility (is the source trustworthy, an expert, or do they have status) (a) May not matter if consumers hold their beliefs strongly (2) Company reputation (reputation for quality makes message more credible) (3) Sleeper effect (we remember the message, but forget the messenger) ii) Message (credibility matters here too) (1) Argument quality. Weak arguments are more likely to give room for counter arguments (a) Strong arguments (best/central benefits presented convincingly) (b) Amount of info given should match the amount of cognitive effort consumers want to invest. Given more than 3-5 positive communication decreases effectiveness of communication (2) One vs two sided (positive only versus both sides) (a) Two-sided more credible and reduce counterarguments (i) Ex. Avis car rentals #2 (3) Comparative (we are better than our competitors) (a) Ex. Verizon vs at&t (b) Audi vs bmw 2) In high effort behaviors, cognitive is more important than affective a) Every time brad sees an ad for broccoli that claims it will make consumers popular he thinks to himself nonsense nothing will make me popular that movie star is just paid to say that. This is an ex of which of what? Cognitive responses b) Nathan wanted to remain in a positive mood even though he disagreed with the content of the commercial, so he: decreased counterarguments c) Sam identifies himself as a Detroit tigers fan and as such has positive attitudes about brands that are endorsed by Detroit players. This is an ex of: social-identity based 3) Feelings matter too! Affect and attitude a) Affective involvement: when we expend emotional energy/ have strong feelings about the product i) Fit: promotion-promotion; prevention-prevention (1) Positive mood more likely to be promotion focused b) Affective responses: when emotionally involved, people tend to generate feelings/ images in response to messages c) Emotional appeals-eliciting emotional responses i) Still must be cognitively linked to the offering… not just a peripheral cue (1) Bank ad dad holding baby... bank cares about people
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