Unformatted text preview: Chapter 11 1. Cognitive/affective/behavioral components The cognitive component consists of a consumer's beliefs about an object. Feelings or emotional reactions to an object represent the affective component of an attitude The behavioral component of an attitude is one's tendency to respond in a certain manner toward an object or activity. Attitude An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. 2. Benefit segmentation Segmenting consumers on the basis of their most important attitude or attributes is called benefit segmentation. 3. Comparative ads Comparative ads directly compare the features or benefits of two or more brands. : generating attention, message and brand awareness, levels of message processing, favorable sponsor brand attitudes, and increased purchase intentions and behavior. : lower level of source believability and a less favorable attitude toward the ad. ELM- peripheral vs. central route ELM is a theory about how attitudes are formed and changed under varying conditions of involvement. High involvement results in a central route to those message elements that they believe are relevant to a meaningful and logical evaluation of the brand. Low involvement results in a peripheral route to attitude change in which consumers form impression of the brand based on exposure to the readily available cues in the message regardless of the relevance of those cues to the rand itself. 4. Types of ad appeals (e.g. fear, humor, etc.) Message framing Positive & negative framingSource credibility Two dimension- trustworthiness and expertise 5. Utilitarian vs. value expressive appeals 6. One vs. two sided messages One-sided Two-sided Chapter 12 1. Actual vs. ideal self concept Actual self concept-who I am now Ideal self concept-who I would like to be 2. Extended self The extended self consists of the self plus possessions that is, people tend to define themselves in part by their possessions. 3. Independent vs. interdependent self concept Independent is Westerns' emphasizes personal goals, characteristic, achievements, and desires. Interdependent is Easterns' emphasizes family, cultural, professional, and social relationships 4. Geo-demographic analysis Geo-demographic analyses are based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors. 5. Mere ownership effect The mere ownership effect, or endowment effect, is the tendency of an owner to evaluate an object more favorably than a nonower. 6. PRIZM Clarias has taken geo-demographic analysis one step further and incorporated extensive data on consumption patterns. The output is a set of 62 lifestyle cluster organized into 12 broad social groups. Furs and station wagons, pools and patios, young suburbia, blue chip blues, blue-collar nursery, middle America, emergent minorities, shotguns and pickups 7. Psychographics Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Attitudes, values, activities and interests, demographics, media patterns, usage rates 8. VALS The most popular application of psychographic research by marketing managers is VALS program. Two dimensions: (1) Three self-orientation: principle oriented, status oriented, and action oriented (2) resources, reflects the ability of individuals to pursue their dominant self- orientation segments: actualizers, fulfilleds and believers (principle oriented), achievers and strivers (status oriented), experiencers and makers (action oriented), strugglers Chapter 13 1. Antecedent states Features of the individual person that are not lasting characteristic Moods, momentary conditions 2. Atmospherics Atmospherics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers 3. Communication situation The situation in which consumers receive information has an impact on their behavior 4. Disposition situation 5. 6. 7. 8. 9. Consumers must frequently dispose of products or product packages after or before product use. Rituals A ritual situation can be described as a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. Situational influence Situational influence as all those factors particular to a tie and place that do not follow from a knowledge of personal and stimulus attributes and that have an effect on current behavior. Store atmosphere The sum of all the physical features of a retail environment is referred to as the store atmosphere or environment Task definition Task definition is the reason the consumption activity is occurring (self-use and gift-giving) Usage situations When they product is appropriate ...
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This note was uploaded on 02/07/2012 for the course ADV 823 taught by Professor Dr.patriciahuddleston during the Fall '11 term at Michigan State University.
- Fall '11