Marking 305

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CONSUMER BEHAVIOR

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OPEN MENTIS

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Molding Consumer Attitudes

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Discussion Board due Sunday April 5, 2020 buy

11:59 pm

Will be posted by 8am Wednesday April 1, 2020.

CONSUMER BEHAVIOR

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Molding Consumer Attitudes

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Exam 2

-10 M/C, T/F at 10 points each

-1 short answer at 25 points

-30 minutes

-going to be available from 6am Wednesday April 8-6 am Thursday April 9 10 pm.

CONSUMER BEHAVIOR

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Molding

Consumer

Attitudes

Chapter 8

Managing Marketing Communications

CONSUMER BEHAVIOR

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Molding Consumer Attitudes

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Theories of Attitude Molding

  • High-Low Involvement Theories
  • Elaboration Likelihood Model
  • Multi-Attribute Model
  • Heider’s Balance Theory
  • Attribution Theory
  • Self Perception Theory
  • Active vs. Passive Audience Theory

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Attitude Change Process is FUNDAMENTALLY DIFFERENT under Low versus High Involvement Conditions.

Low Involvement:

High Involvement:

1. HIGH-LOW INVOLVEMENT THEORIES

  • Peripheral Route
  • Low Attention
  • Low Defense
  • Repetition is key
  • Central Route
  • High Attention
  • High Defense,
  • Message Content is key

(Read more on p. 172)

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Review this on p. 176 and then:

Watch any five TV commercials and then assign them to one of these three paths in terms of how they got processed by you as the viewer.

Elaboration Likelihood Model

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  • Change Perception of Attribute Level
  • Change Evaluation of an Attribute’s Desirability
  • Introduce a New Attribute

Apply this model to changing your friend’s attitude (in either direction) toward:

  • Starbucks
  • The idea of wearing Bohemian clothing
  • The idea of vegetarianism
  • Your least favorite music band.

3. Molding Attitude

Via Multi-Attribute Models

Review this on p. 175-176 and then:

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4. Heider’s Balance Theory and Attitude Change

Discuss:

how will this theory work for you if

  • Tim Tebow were to promote the idea of giving up all soda drinks

  • Aston Kutcher were to appear in a PSA arguing that young college students are addicted to their smart phones and should stop checking it during class time

  • If Wal-Mart tried to position itself as a high fashion store for clothing and it signed up Taylor Swift and Justine Bieber as spokespersons and models in its ads.

Explained on p. 177

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5. ATTRIBUTION THEORY

. Consumers Assign Causes to Events

  • Product Failure
  • Why they bought something

.

Blame Self  Brand Attitude +

Blame Marketer  Brand Attitude -

. Cause can be assigned

  • Internally (Internal attribution)

Blame or credit oneself

  • Externally (External attribution)

Blame or credit the marketer

Explained on p. 177

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6. SELF-PERCEPTION THEORY

. We infer our Attitude by observation of our own Behavior (Bem)

  • If we are using a product, we must be liking it.
  • If we contributed to a cause, we must be in favor of that cause.

  • Foot in the door
  • Door in the Face

Review this theory on p. 178 and discuss how it applies to the following two techniques

Explained on p. 178

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7. ACTIVE VS. PASSIVE AUDIENCE THEORY

. Passive Audience

  • Our minds passively absorb all information without appraising it.

. Active Audience

  • Our minds are actively appraising all information before accepting it.

. Application: Copy Research

Elicit Cognitive responses

Use them for copy diagnostics

Explained on p. 179

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HOW LOW INVOLVEMENT ADVERTISING WORKS

  • Defenses are Down
  • Repeated Exposure
  • Passive processing

Explained on p. 180

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Attitude toward the Ad

Nota Bene

It is NOT that the ad, and attitude toward the ad are not that important for a high involvement product.

Rather that in high-involvement situations, the ad’s role is to create strong brand beliefs.

In contrast, in low involvement situations, the ad attitude directly impacts brand attitude even when it creates no brand beliefs.

Explained on p. 181

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CONSUMER BEHAVIOR

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You Should Know:

  • What these types are
  • When do they work
  • When they are ineffective
  • When they can backfire
  • Any precautions

(You should fill this for each appeal type in next few slides)

APPEAL TYPES:

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Appeal Type: Emotional vs. Rational

 

Example of each type?

When Effective?

When Ineffective?

When backfire?

Any precautions

Explained on p. 181

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Appeal Type: HUMOR

 

Example?

When Effective?

When Ineffective?

When backfire?

Any precautions

Explained on p. 182

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Appeal Type: FEAR

 

Example?

When Effective?

When Ineffective?

When backfire?

Any precautions

Explained on p. 182

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Appeal Type: Sexual

 

Example?

When Effective?

When Ineffective?

When backfire?

Any precautions

Explained on p. 183

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Appeal Type: Two-sided vs. One-sided

 

Example?

When Effective?

When Ineffective?

When backfire?

Any precautions

Explained on p. 184

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SOURCE CREDIBILITY

  • Source expertise
  • Source independence

  • SOURCE ATTRACTIVENESS
  • SOURCE SIMILARITY

Match-up Hypothesis

The Chosen Celebrity should have an image similar to the Brand’s Desired Image

THE ROLE OF SOURCE IN PERSUASION

Explained on p. 185

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Other people’s attitudes are important to us.

If they are negative, we will gain nothing from those consumers.

We want them to be positive, so we may benefit from them.

That is why we are always trying to mold those attitudes. (And others are trying to mold ours.)

But no one can mold another’s attitude.

People persuade themselves.

Attitude Molding boils down, then, to helping consumers in their own endeavor to self-mold their attitudes.

WISDOM & Insight

Do you agree or disagree?

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Attitudes. Every marketing manager must understand the concept of attitude and know how to measure it.

EXECUTIVE BRIEF

As a marketer, there is no task of greater importance than to build and sustain a positive consumer attitude.

To build and sustain positive consumer attitudes, you will need every bit of knowledge about how attitudes are formed and sustained.

You will need to re-read this chapter, that is. Frequently and often.