2 - CB theories examples summary

2 - CB theories examples summary - Consumer Behavior and...

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Consumer Behavior and Psychology – Theories Summary Contrast and Perspective is the theory that whatever the consumer sees will be compared to things the consumer has already seen in the past. This theory is that when a person sees something, they compare it to something they have previously seen. For example, cell service providers are notorious for comparing themselves to one another. Contrast and Perspective is used not only in the wording of the commercials (companies like T-Mobile commenting on the restrictive contracts Verizon and AT&T patrons are so familiar with), but also in the coverage maps flashed onto the screen. The U.S. map partitioned into zones of coverage is something the viewer is used to seeing and can easily compare to the maps of other companies. Another example: purchasing a new laptop. I had three options to purchase: MacBook Pro, MacBook Air, and a MacBook. I had walked into the store with the idea that I wanted to walk away with a MacBook. When all the options were presented in front of me I immediately was thinking of my current laptop (an older version of a MacBook Pro) and how all these laptops were superior to it. In the perspective of a college student I ended up disregarding the MacBook since I could not insert USB’s. The final choice was done when I picked up the MacBook Pro and realized how much lighter it was compared to the one I had.
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Heider’s Balance Theory: The relationship between a consumer, an agent of some sort, and a product must be positive-positive-positive or any combination of positive-negative- negative for balance to be reached. (This can be visually represented with multiplying the positive or negative signs of the sides of a triangle.) This is a motivational theory of attitude change, which states that when tensions arise between or inside people, they attempt to find a psychological balance and reduce the tension through self-persuasion or persuasion of others. Examples as consumers: When we go to a mall and see our favorite celebrity endorsing a product, such as Michael Jordan and Nike, we will also attribute a positive outlook on the product. This is because, we like Michael Jordan, Michael Jordan likes Nike, and therefore, to maintain this balance and positive relationship that aligns us and Michael Jordan, we will also agree to like Nike. Thus, this shows the balance theory, in which we avoid any negative imbalance or tension, and persuade ourselves to be the same as Michael Jordan. Catherine is a huge fan of Taylor Swift who endorses Coke so she buys Coke more than Pepsi now (positive-positive-positive relationship). However, Svetlana doesn’t like Justin Bieber who endorses Calvin Klein underwear, so she likes the Calvin Klein products less (negative-positive-negative relationship).
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  • Fall '10
  • JM
  • Marketing, Michael Jordan, Elaboration likelihood model, central route

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