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CONSUMER BEHAVIOR STUDY QUESTIONS Part 2 ADVERTISING/PERSUASION Resistance To Change 1. What are three marketing failures that Trout attributes to consumers’ resistance to change? Briefly describe each. 1) Familiarity is better than new creative ideas and slogans 2) In order to change an attitude, then it is presumably necessary to modify the info on which that attitude rests. To change beliefs you need need to erase old ones and replace them with new ones in a 30 second ad, no wonder it is hard to do 3) Reclaiming new ideas Xerox – unable to sell computers 2. How have marketers capitalized on consumer resistance to change? Give three concrete examples. Porsche : they tried to introduce other models but nothing sold as well as the 911 so they dropped the 968 and 928 and went to the 911 to regain their identity as a premier luxury car. Campbell Soup : tried to convince people that soup is food—didn’t work so they brought back “Mmm Mmmm Good” Slogan. Brylcreem has reprised its memorable line “a Little dab’ll do ya” to capitalize on the equity the advertising has accrued over the decades Bring back ideas! Colnel Sanders—KFC brought him back 3. What are three reasons people are resistant to attitude change? 1) Do not need to know. previous values 2) They are going to the unknown 3) Both motivation and ability are needed to traverse (go over) 2. What benefits do our attitudes provide us? 3. How can consistency pressures to resist change be disarmed? - low involvement and passive processing mere exposure, priming, soft-sell messages, subliminal advertising - Repetition (brand familiarity, message novelty (pulsing=advertising at fixed intervals. Flighting= advertising at irregular intervals more effective than massing, message complexity, implications) 4. How can resistance based on the loss of attitude benefits be reduced?
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Advertising As Persuasion 1. Describe the central, peripheral, and passive-processing routes to persuasion. - Central Route Persuasion involves motivation and ability Permanent and Resistant - Peripheral Route needs motivation but not ability Ex. Soft Sell Ads, mere exposure, subliminal advertising Repitition works better with periphipal. Neither permanent nor resistent - Passive needs neither motivation nor ability Reacts well with humor and drama 2. When (under what conditions) does each route to persuasion occur? Central Route occurs when there is motivation and ability Peripheral route needs motivation but lacks ability Passive lacks motivation so ability is not used – low involvement 3. How do attitudes based on the different routes to persuasion differ from one another? Central Route – changes that occur via the central route are generally thought to be more permanent than those via peripheral – better predictors of choice behaviours Repetition is more likely to be effective for peripheral route Persuasion by the peripheral route is neither permanent nor resistant – can be made more enduring by repetition
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This test prep was uploaded on 02/20/2009 for the course H ADM 347 taught by Professor Mlynn during the Fall '07 term at Cornell.

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