Mere exposure repeatedly exposing customers to a

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Mere exposure – repeatedly exposing customers to a stimulus. o Changing the behavioural component Use promotions to reward trial Avoid stock-outs Build behavioural brand loyalty, attitudinal brand loyalty. o Changing the cognitive component Changing beliefs – provide facts or statements about the product. Shifting performance – people consider some product attributes to be more important than others. Adding beliefs Changing the ideal – changing perceptions of the ideal brand or situation. o Factors that influence attitude change – make use of the following advert appeals: Fear appeals – threat or negative consequences if attitudes or behaviour are not altered. Humorous appeals – Cremora advert Emotional appeals – designed to create a positive affective response. Study unit 10 – Personality and self-concept Nature of personality o Psychographic segmentation is about the study of attitudes, motivations, personality characteristics and belief systems. o Personality – inner psychological characteristics that both determine and reflect how a person responds to his environment. Characteristics of personality: o Personality reflects individual differences o Personality is consistent and enduring o Personality is conceived of as a whole actualising itself in an environment o Personality can change Personality theories: o Freud’s psychoanalytic theory – emphasis is on unconscious motives and repressed needs, resulting in non-empirical approach to personality. o Neo-Freudian theory – based on the premise that social relationships are fundamental to the formation and development of personality. Personality is developed as the individual learns to cope with basic anxieties (compliance, aggressiveness, detachment), stemming from parent-child relationships. 19
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o Trait theory – major departure from qualitative or subjective approach to personality measurement. Personality is composed of a set of traits that describes general response predispositions. Because they are simple to use and score and can be self-administered, researchers prefer to use personality scales to assess consumer personality. o Gestalt theory – personality is viewed as the outcome of introducing a person to his total environment – the 2 must be considered together as a patterned event. The value of personality to marketers: o Customers tend to purchase products that reflect their personality. o Customers prefer advertisements that appeal to their personality. The self and the self-concept o Self-concept – customer’s image of himself. The totality of the thoughts and feelings of an individual about himself. o Types of self-concept / self-image: Actual self – how a person actually perceives himself Ideal self – how a person would like to be perceived by others, and therefore how he would like to be Social self – how a person thinks others perceive him
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