Week 7 notes
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This 4 page Class Notes was uploaded by Cheyanne Skaggs on Sunday October 4, 2015. The Class Notes belongs to JOUR 2500 at Ohio University taught by Carson Wagner in Fall 2015. Since its upload, it has received 60 views. For similar materials see Introduction to Strategic Communication in Journalism Core at Ohio University.
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Date Created: 10/04/15
Introduction to Strategic Communication J 2500 Carson Wagner Week 7 1 Consumer Choice 11 Consumer Effects 111 Consumer Choice pt 2 1 Consumer Choice 1 Consumer Choice the ability of a consumer to make a decision about a product or service based on heuristics and effort Most often consumers use heuristics to determine what brands they consider what information gets used about a product and how that information is used 2 Consumer Set a group of products recent enough or internalized enough to be considered when choosing a brand Available brands typically consist of 12 or more out of those a consideration set is made of about 9 72 with one being the brand to which the costumer is more faithful After a consideration set is made the consumer makes a choice based availability heuristics and effort involved 3 Brand Awareness how aware a consumer is about a brand The consumer must be aware in order to put something into consideration We can make a consumer more aware of a product through advertising using salience and vividness to our advantage 4 Memory memory is an important factor in determining a consideration set because consideration sets change over time due to the way in which memory works What in uences our memory again relies on salience vividness and personal factors as well as an individual s cognitive capacity and effort in which that particular individual is able to give The three factors that in uence choice besides the basic principles of memory are how recent something is in our memory how frequently it appears or how often we think about it and how elaborately we consider that information time and effort Consideration sets change over time 5 Partial List Cuing when consumers are given an incomplete list of known products they are more likely to choose one of the products presented in the partial list Ex In giving piecemeal data you may list Brand X Brand Y and Brand Z Even if the consumer has more products in their considered set this reduces that set and they are more likely to choose one of those brands given in the partial list because it is more recent How it works 1 When we search of memories and keep retrieving the same product repeatedly it gives us the impression that the list of products we know is exhaustive 2 A strong association that comes with fewer retrievals A partial list strengthens this association 4 We strop searching our memory because we think we ve exhausted all possibilities 9 11 Consumer Effects 1 Attraction Effect a method of marketing in which a firm adds a brand s inferior product to a category or purchase to increase the appeal of other products This works and makes the middle ground product look more practical because we can only make meaning in comparison to other things The new product highlights the product line and price quality relationship InClass Example There are two bread makers One has all the functions you need while the other has these functions as well as other high tech features Since you don t need the unnecessary bells and whistles there is no inferior product because the pricevalue relationship in this instance suggests that the functional one is the better buy because you only need a functional bread maker This leads to 2 The Compromise Effect the tendency of consumers to pick the middle brands as opposed to the extremes Manufacturers know this so they purposefully product more middle of the ground brands 3 Tradeoff Contrast Effect the value of a products tend to be clearer with the more effort we put into our search and decision making process how much we may elaborately think We tend to come to a decision more coherently in this instance since it is effortfully made III Consumer Choice pt 2 Attitude and Attribute Based Heuristics 1 Choice Heuristics heuristics are mental shortcuts or rules of thumb Choice heuristics therefore are heuristics as they pertain to consumer choice There are two main types a Attitudebased Heuristics a consumers overall impressions of a product whether it be thoughts and feelings or logical conclusions Attitudes may or may not be based on relevant information because they are made in memory Attitudes can differ from global to personal but in uence our decisions by making us lean toward the most available brand for which we have the most favorable memory b Attributebased Heuristics there are two types of attribute heuristics or specifics B etweenalternative Heuristics when we differentiate between many brands one attribute at a time The best given attribute is the most important Withinalternative Heuristics when we look at just one brand but many attributes at one time 2 Conjunctive Heuristic when we set a minimum standard for a product by assigning the most important attributes and the first product to then meet those standards is chosen 3 Disjunctive Heuristic there is a higher cutoff of attributes and the first product to meet the standard on one very important attribute is chosen Take away because of factors like availability time effort etc only 13 of the time when we make a decision do we make it effortful
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