CB Session18 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 18 (Mar. 28) Notes ** Sinem, Could not find original Miglram Experiment video on youtube. …paint the perspective of the consumer, and think about how he or she is likely to try to explain something that went wrong. So individuals carry around these laid theories so to speak, and … they are going to try to find explanations and causes of how things went wrong. And so, from a companies standpoint, you want to try and understand what consumers are going through. And these are some factors that affect it. First of all, about stability of the actual problem or event that occurred. In the case of the United Pars, what is the purpose of… another way to think about it is the actual video going viral. But if we were to take the original incident and analyze it using the original framework, we could ask if the cause of the event was temporary or is permanent? In other words, is it just a random event or is it part of a systematic problem? Think about the factors and if they line up in a certain way, then you might want to consider… but otherwise for instance in the second part, it is consumer or market related? David Carroll, is he pretty much like the average consumer? He is pretty average, but what happened to him was pretty rare. Basically, you are kind of leaning towards the situation being more temporarily, so if you look at it in terms of an individual, but if you are to look at it from a marketer’s perspective, something is wrong with David Carroll. So what about controllability, so is the event under consumers’ control or under marketers’ control? Clearly here, it was under marketers control. So typically what happens when you apply these questions which come from attribution theory, it seems to be a permanent problem that is marketer related, and it is controlled by the marketer most of the time. 9 out of 10, the answer should be that the company needs to do something about it. Now, when you don’t get yeses on all of those three, you need to make more of a judgment call. So this is just a framework if you want to think about it that way, for analyzing how serious a problem, the complaint, is, and whether the company ought to do anything about it or not, so from a managerial level, you might find this useful as a way to analyze the situation, and there are some other interesting insights that come out of attribution theory that people tend to take credit towards successes, and blame external attributions to failures. So from a consumer’s standpoint, if things go well, if things go wrong, it is definitely someone else’s fault regardless of the objective truth. This is called the Fundamental Attribution Bias, and it is a very robust synominom, especially in the Western world. People who live in Western cultures are particularly this way, anything that they attribute to themselves is positive, and anything that is negative is attributed to external sources, other people. Clearly in this case, … the marketer, and whenever
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CB Session18 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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