IMPLICATIONS FOR CONSUMER BEHAVIOR
Introduction
Early definitions of attitudes had 3 components - affective, cognitive, conative
(behavior)
Assumed single underlying construct so measures along one dimension should predict
behavior
Stimulated research on attitude formation and change
Issues with Tripartite Definition
Implies lack of positive behavior means lack of positive attitude
Not empirically viable
Contemporary definitions simpler - just evaluation along good-bad dimension
But assumption that attitudes predict behavior persists
Poor Attitude-Behavior Relations
Attitude measures often poor predictors of object-relevant behavior
Better predictor is attitude toward behavior itself
e.g. Chocolate lovers can still have negative attitude toward buying/eating chocolate
Fishbein-Ajzen Model
Specifies factors contributing to attitudes toward behavior and intentions
Basically additive function of evaluations of behavior's consequences weighted by
their likelihoods
Some issues around determining relevant consequences, stability of attitudes
Limitations in Applicability
Applicable to "reasoned action" with deliberative assessment
But attitudes can also reflect conditioned affective responses
Or based on accessible feelings when unable/unmotivated to deliberate
Alternative Conceptualizations
Behavior also determines attitudes (cognitive dissonance)
People use past behavior to infer current attitudes
Schwarz: Attitudes constructed when solicited based on accessible knowledge
So predictors should focus on knowledge accessibility
Implications for Consumer Behavior
Long history of trying to relate ad/product attitudes to purchase intentions
Ignores behavior attitudes
Purchase decisions rarely super deliberative
Based on accessible feelings or criteria
Attitudes at different times can rely on different knowledge
Questions utility of attitudes in predicting consumer behavior
RESEARCH AND THEORY IN SOCIAL PSYCHOLOGY
Introduction
Research and theory in social psychology has had major impact on research in consumer
behavior
However, this is relatively recent
Early marketing research performed by industry groups, focused on advertising
effectiveness rather than general principles
Early consumer psychology also developed independently to understand responses to ads
Relied on contributions of a few psychologists who were intrinsically interested
So consumer psychology emerged without many theories or concepts of its own
Instead it borrowed theories and methods from social psychology to characterize
phenomena
Historical Perspective on Advertising Strategies
Late 1800s
Rise of large-scale advertising
Products succeeded based on advertising rather than merits
Shift from direct claims to subtle appeals with slogans
Early 1900s
Focus on getting attention through visuals, characters, rhymes
But this didn't sell new products
So shift back to reason-based advertising
Then return to "atmosphere advertising" aiming for enduring brand relationships
After World War I
Economic boom and rise of new products
Appeals to basic human drives and emotions
Resurgence of celebrity endorsements
Great Depression
Desperate attempts with exaggerated claims hurt credibility
Restored by systematic research on ad effectiveness
Emergence of radio advertising
After World War II
Second advertising boom
Debate on role of creativity versus research
Appeal of tapping consumers' subconscious rather than rational reasons
But also idea of repetitive exposure to "unique selling proposition"
Summary
Cycles of reason-based and emotion-based advertising
By 1960s, need to empirically understand effectiveness factors
Consumer research turned to psychology for theoretical guidance
Focused on judgment/decision processes, communication/persuasion, role of affect
Paradigmatic Concerns in Applying Social Psychology
Examples of Limitations
Impression formation research paradigm unlike real impressions
Guided shopping scenarios don't match real behavior
Characteristics of Consumer Situations
Low motivation to process ad information
Long gap between exposure and purchase decisions
Choices often between multiple alternatives rather than binary
Multimodal product information
Information not always meaningful attributes
Sometimes decisions based on feelings rather than reasons
Areas of Influence
Knowledge Accessibility
Well established that accessible cognitions exert biased influence
Shown through priming and measurement of impacts on later judgments
Explains stereotyping, false memories, persistence of judgments etc.
Can even prime goals/behaviors without awareness
But context-dependence rarely considered
Other Areas
Attitude-behavior relations
Communication and persuasion
Influence of affect and feelings
Social psychological research in these areas also have limitations in capturing real
consumer situations
Conclusion
Social psychology has limitations in applicability to consumer contexts
Meanwhile, consumer research generates new insights with implications for social
psychology not yet recognized
So the interface remains unexplored
Consumer Choices Affect Social Perception
Brands and products used for social expression and judgements about others
Products with social identity function used to make inferences about someone's
personality
Choices like smoking, food, etc also affect impressions and attributed personality
traits
Extreme example of Capulets vs Montagues, but brands distinguish in-groups and
out-groups, especially among teenagers
Affective Consequences of Consumer Behavior
Using products and services can cause pleasure, satisfaction, displeasure,
dissatisfaction
The acts of choosing and acquisition also affect emotions
People can enjoy freedom of choices or feel overwhelmed by too many options
Many daily sources of affect related to consumer behavior
Unique Social Interactions in Consumer Context
Consumer settings provide social interactions with service providers
Even if brief, interactions with hairdressers, waiters, etc. can impact mood
Consumer roles expect respect, courtesy, attendance to needs
Gives some people rare feeling of being in charge, having demands met
Complaining mainly occurs in consumer contexts
Advertising Exposure Shapes Norms and Values
Advertising presents distorted picture of world and society
Over-represents some groups, under-represents others
Portrays events, problems, personal states in biased manner
Reflects and reinforces stereotypes
Provides role models which shape perceptions of gender roles
Changes in advertising (e.g. more progressive depictions of women) mirror social
changes
Consequences
Social learning assumes people observe others to learn norms
Advertising constitutes significant source of observed behavior
So helps shape social norms, standards
Perpetuates stereotypes which affect attitudes and behaviors towards those groups
Also impacts self-concept and behavior of those groups
Conclusion
Consumer behavior intertwined with social cognition, affect, behavior
Brands and products used for identity communication and impressions
Advertising spreads social values and norms
Studying consumer behavior critical for social psychology
What's Social about Consumer Behavior?
Introduction
Reactions to consumer psychology
Some find it fascinating, especially effects of subliminal messages in advertising
Others find it evil and morally objectionable, especially effects of subliminal
messages in advertising
Packard's "The Hidden Persuaders" shaped public perception of consumer psychology
for decades
Renewed academic interest in unconscious influences, though not necessarily
subliminal
Research on unconscious influences
Fascinating or manipulating, depending on perspective
Allow understanding of processes like priming, self-esteem, embodiment, role of
expectation
Consumer stimuli used to test fundamental social psychology theories
Social Psychology's Role in Studying Consumer Behavior
Early interest from psychology
Psychology quickly saw potential for applied research on advertising, marketing,
market research
Walter Dill Scott in 1904: Advertisers need psychology to understand customers
Harlow Gale early 1900s: Studied effects of ads, attitudes, low-involvement learning
Early textbooks on consumer psychology (Scott 1908, Münsterberg 1912, 1913)
Benefits to consumer research
Social psychology theories and knowledge helpful to explain and modify consumer
behavior
Most influential theoretical base for Journal of Consumer Research
Many consumer researchers awarded Distinguished Scientific Contribution Award
Benefits to social psychology
Validate theories in broader context
Advance theories by determining moderating conditions
Consumer stimuli as interchangeable test stimuli
Consumer behavior offers inherent topics of interest
Persuasion, self-regulation, social behavior - frequent consumer context
Seminal consumer researchers explored consumer behavior to study human behavior
Consumer Societies and Social Behavior
Consumer decisions are ubiquitous
Constant minor consumer decisions, habits, behaviors
From brands of toothpaste to movies after work
Consumer choices fulfill social-identity function
Express values, beliefs, aspects of self
Brands indicate group membership and affiliation
Brands and consumption as status symbols
Express lifestyle, social position, impression
Choices convey more than personal taste
Key points:
Fascinating effects of consumer psychology research
Consumer behavior offers rich field for studying social phenomena
Benefits consumer research and validates social psychology theories
Consumer decisions frequent and identity relevant
Studying consumer behavior critical for social psychology
Gestalt Psychology
Key Points
Developed by German psychologists including Max Wertheimer, Wolfgang Köhler,
and Kurt Koffka
Disagreed with structuralism and behaviorism
Argued that perception involves recognizing patterns and "wholes" rather than just the
sum of small parts
Gave the example of seeing a chair as a complete object rather than just its individual
components like legs, seat, etc.
Studied phenomena like apparent motion - seeing motion from a sequence of flashing
lights rather than just seeing individual lights flashing
Showed how sensations are assembled into perceptual experiences
Became a precursor to cognitive approaches in psychology
Contemporary Approaches
Psychoanalytic Psychology
Developed by Sigmund Freud
Focused on the unconscious mind and believed conscious experiences were just the
"tip of the iceberg"
Unconscious motivations and conflicts seen as responsible for most human behavior
Used techniques like free association (patients talking without censorship about
whatever came to mind) and dream analysis to reveal unconscious processes
Developed an extensive theory of personality based on case studies
Still influences many areas of psychology today even if specific ideas are
controversial
Behavioral Psychology
Pioneered by Ivan Pavlov through conditioned reflex experiments with dogs
Showed that behaviors could be conditioned through association with
rewards/punishments
Behaviorists like John B. Watson argued psychology should only study observable
behaviors
B.F. Skinner introduced concept of reinforcement and applied behavioral principles to
portray utopian society in novel Walden Two
Humanistic Psychology
Developed in 1960s as a reaction to behaviorism
Abraham Maslow, Carl Rogers and others stressed humans were self-directed and
evolving
Emphasized each person's uniqueness and potential for self-actualization
Cognitive Psychology
Developed since 1950 through work of Jean Piaget, Noam Chomsky, Leon Festinger
and others
Focuses on mental processes like information processing, memory, language, problem
solving and creativity
Views behavior as influenced by perceptions, memories and expectations rather than
just responses to stimuli
Biological Psychology
Emphasizes impact of biology on behavior
Studies influence of brain, nervous system, hormones, genetics etc.
Uses brain scanning technology to study neural correlates of behaviors
Finds many behaviors have genetic/biological influences
Sociocultural Psychology
Newest approach studying cultural/ethnic influences on behavior and social
functioning
Considers how behaviors and ways of thinking depend on cultural context
Studies changing demographics and integration of immigrant groups
Examines impact of factors like gender, ethnicity and socioeconomic status on
behaviors and mental processes
