week 7 consumer behavior notes
week 7 consumer behavior notes MKTG 3553
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This 3 page Class Notes was uploaded by ajtovar on Sunday October 16, 2016. The Class Notes belongs to MKTG 3553 at University of Arkansas taught by Alireza Golmohammadi in Fall 2016. Since its upload, it has received 4 views. For similar materials see Consumer Behavior in Marketing at University of Arkansas.
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Date Created: 10/16/16
1) Capitalizing on affect’s effect on attitudes a) Source i) Attractiveness (good-looking, likeable, familiar, similar to “us” = favorable attitudes when MAO1) ii) Match-up hypothesis (does source match offering) (1) Ex. Athletic shoes-athlete better than actress b) Message i) Emotional appeals (specifically designed to elicit an emotional response) ii) Fear appeals (stress negative consequences) (1) Ex. Speed limit ad 2) Attitudes towards the ad: high effort a) Aad: whether a consumer likes or dislikes an ad-can influence how they feel about the brand! b) Dimensions i) Utilitarian/functional: ad provides info ii) Hedonic: ad creates positive or negative feelings iii) Interest: ad arouses curiosity and attracts attention Ch. 6 Attitudes Based on Low Consumer Effort 1) Attitude: overall evaluation that expresses how much we like or dislike an object, issue, person, or action 2) Elaboration likelihood model: a) Motivation, Ability, and Opportunity (MAO) play a role i) When MAO is high (central route processing) (1) People devote effort (2) High involvement (3) Elaboration is high ii) When MAO is low (peripheral route processing) (1) Less effort—attitudes based on tangential analysis of messages (2) Low involvement (3) Low Elaboration 3) Foundations a) Cognitions—attitudes can be based on thoughts we have that have been received from an external (e.g., friends) or an internal (e.g., memory) source b) Emotions—attitudes can be based on how things feel (or even watching how things make others feel) 4) Attitudes: low effort a) Peripheral route to persuasion: it’s not just the key message arguments that matter b) Peripheral cues :things that are easy to process, such as music, attractive source, imagery, humor c) May operate below the level of consciousness i) Ex. Lighting, sound in environment could impact attitudes but at subconscious level ii) Waiting in line for a product leads to more positive attitude towards product iii) Thin-Slice Judgments :we make snap judgments based on minimal observations (1) Ex. Talking to salesperson you form an attitude about him w/in minutes (2) Product packaging 5) Cognitive bases of attitudes: low effort a) Simple inferences (ex. Country of origin, name of brand, price) i) Heuristics: rules of thumb used to make quick judgments (1) Frequency heuristic: belief based on how many supporting arguments we hear—10 = it must be good. quantity (2) Truth effect: fluency of a sort—the more something is heard/repeated, the “truer” it must be 6) How Cognitively Based Attitudes are influenced: low effort a) Communication source: Credibility still matters b) Message i) Simple messages: simplicity is important cuz we don’t want to process lots of info (1) Ex. So easy a husband could do it 7) Message context/repetition: low effort a) Affects strength and salience of consumers beliefs b) Incidental learning: not conscious processing c) Truth effect d) Context congruent ads (funny ads in funny shows). Improves impact of ad 8) Affective (emotional) foundations of attitudes: low effort a) Mere exposure effect. We like things that are familiar cuz theyre easy to process. creates fluency i) We prefer familiar to unfamiliar-even if barely exposed b) Classical conditioning: can lead to enduring attitudes i) Unconditioned stimulus: a stimulus that automatically elicits an involuntary response. Food. ii) Conditioned stimulus: stimulus that doesn’t automatically elicit an involuntary response by itself. Bell iii) Evaluative conditioning. Pleasant scenes and music UCS soft drink CS positive mood UCR/CR 9) Attitude toward the ad: low effort a) Cognitive or affective responses to adattitude toward adbrand beliefs (could skip) and attitude toward the brandintention to purchase
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