Consumer Behavior Study Guide for Exam 2

Consumer Behavior Study Guide for Exam 2 - CONSUMER...

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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. Minds are hard to change: when a market makes up their mind about a product, there’s no changing that mind - Marketing techniques try to change an already formed opinion about that product (brand) - Beliefs are thought to provide the cognitive foundation of an attitude - In order to change an attitude, must change a person’s beliefs a. Xerox: tried to do more than copiers like computers b. Volkswagen: tried to convince the market that VW wasn’t just a small reliable, economical car like the Beetle c. Coca-cola: made a New Coke, but failed 2. How have marketers capitalized on consumer resistance to change? Give three concrete examples. It’s a difficult to change a mind, then it’s easy to go back and reclaim an old idea - Semantic memory—the memory of what words and symbols mean - Helps distinguish things brand familiarity - Marketing that reclaims old ideas - History and endurance - Triggers bond - Breaks through clutter a. KFC: resurrected Colonel Sanders b. Campbell soup: back to classic: Hmm, Hmm Good! c. Porsche: reclaimed old identity of the popular Carrera 911 Advertising As Persuasion 1. Describe the central, peripheral, and passive-processing routes to persuasion. - Ad persuasion: the change in opinion, attitude, or behavior due to ad exposure - Elaboration likelihood model: how likely a person is to think deeply about an ad when exposed to it - Achieved though different routes by which ad persuasion depends on how much they think about the ad’s message - Motivation: willingness of individual to evaluate a message - Ability: competence of the individual to engage in the required mental effort a. Central route:
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- Motivated to process information and able to process information - Look for and respond to strong arguments - Rational - Base decisions on rational facts and data - Predicts conscious choices (permanent, enduring attitude change) b. Peripheral route: - Motivated to process information, but lacks ability to evaluate message - Respond to cues associated with the message Ex. Presence of endorser Fame of endorser Glamour of medium Number of arguments in ad (vs. strength of arguments) - Irrational - Base decisions on feelings - Predicts spontaneous behavior (temporary attitude change vs. long-lasting change) c. Passive processing - Lack both the motivation and the ability to process information - Respond to humor and drama 2. When (under what conditions) does each route to persuasion occur? a. Central route: both motivation and ability to process information b. Peripheral route: motivation but lacks ability to process information c. Passive learning: lacks both the motivation and the ability to process information 3. How do attitudes based on the different routes to persuasion differ from one another? - Comparison of permanence of the change and the resistance to change
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This note was uploaded on 10/12/2008 for the course H ADM 347 taught by Professor Mlynn during the Fall '07 term at Cornell University (Engineering School).

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Consumer Behavior Study Guide for Exam 2 - CONSUMER...

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