class3-attitudes

class3-attitudes - Adiscussionissue...

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A discussion issue A famous Marketing experiment…
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Classical Conditioning!! An unconscious like/dislike of one object  because of its  association  with another  object…. (discovered by??) Does not even require any thought… Students were not aware of the association Other examples of conditioning in marketing? Sports events… (why do alcohol/tobacco companies  sponsor?) So classical conditioning is a great technique  to make people  like  your brand
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Information Processing Model of CB Interpretation/ Perception Attitudes : Like/Dislike information Memory/Prior Knowledge Individual Consumer: Personality/Demogs Environmental Characteristics: Culture Stimuli beliefs Selection: Exposure/ attention… Choice
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Attitudes Making people like your brand (advertising focus) Classical conditioning is just one method We will discuss several others When to use which technique?
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Coming back to music  experiment…. Follow-up study for pen and music Choice between two pen ads: Pen A:  liked music playing in background; no features described Pen B:  lots of positive features listed (writes smoothly; elegant  looking; durable etc.);   No music in background. Students were either given the following sequence: Sequence 1:  First told they would get their chosen pen – then  exposure to the pens above – then made choice Sequence 2: exposure to the pens; and then make choice (so not  told ahead of time that they would have to make choice) Results??  (Pen A vs. B preference in the two sequences?)
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Coming back to the pen and  music…follow-up study Choice between: Pen A:  liked music playing in background Pen B:  lots of positive features listed (writes smoothly; elegant  looking; durable etc.) Students were either given the following sequence: Told they would have to make choice – then exposure to the pens  above – then made choice OR: exposure to the pens; and make choice Pen B chosen more in Sequence 1 Pen A chosen more in Sequence 2 WHY??
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Role of involvement/interest When students told ahead of time about pen  choice – they are more interested/involved  with the decision So more likely to actually focus on the product’s  attributes If not told ahead of time, they are not so  involved, so don’t think too much More likely to be influenced by “pleasant music”  association   
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This is true in general… High involvement (looking at a car ad when you are in the  market):  more thought consumers evaluate ad and product carefully what the ad says about the  product’s attributes  
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