消费基础及行为 3

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter8AttitudesandPersuasiveCommunicationsCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of3)8.1Itisimportantforconsumerresearcherstounderstandthenatureandpowerofattitudes.

8.2Attitudesaremorecomplexthantheyfirstappear.

8.3Weformattitudesinseveralways.8.4Aneedtomaintainconsistencyamongallofourattitudinalcomponentsmotivatesustoalteroneormoreofthem.8.5Attitudemodelsidentifyspecificcomponentsandcombinethemtopredictaconsumer’soverallattitudetowardaproductorbrand.LearningObjectives(2of3)8.6Thecommunicationsmodelidentifiesseveralimportantcomponentsformarketerswhentheytrytochangeconsumers’attitudestowardproductsandservices.8.7Theconsumerwhoprocessessuchamessageisnotnecessarilythepassivereceiverofinformationmarketersoncebelievedhimtobe.8.8Severalfactorsinfluenceamessagesource’seffectiveness.Learning

Objectives(3of3)8.9Thewayamarketerstructureshisorhermessagedetermineshowpersuasiveitwillbe.8.10Manymodernmarketersarerealityengineers.8.11Audiencecharacteristicshelptodeterminewhetherthenatureofthesourceorthemessageitselfwillberelativelymoreeffective.LearningObjective8.1Itisimportantforconsumerresearcherstounderstandthenatureandpowerofattitudes.ThePowerofAttitudesAttitude:alasting,generalevaluationofpeople,objects,advertisements,orissuesAttitudeobject(AO):anythingtowardwhichonehasanattitudeFunctionalTheoryofAttitudesUtilitarianFunction:RelatestorewardsandpunishmentsValue-ExpressiveFunction:Expressesconsumer’svaluesorself-conceptEGO-DefensiveFunction:ProtectourselvesfromexternalthreatsorinternalfeelingsKnowledgeFunction:Needfororder,structure,ormeaningForReflection(1of10)Imaginethatyouworkforthemarketingdepartmentofyourcollegeoruniversityandhavesegmentedstudentsintofourdifferentclusters,eachrepresentingoneofthefourfunctionsidentifiedbyKatz.Developamarketingstrategybasedoneachofthefourfunctionstomotivatestudentstostayinschoolandcompletetheirdegrees.LearningObjective8.2Attitudesaremorecomplexthantheyfirstappear.HierarchiesofEffectsHigh-involvementhierarchyLow-involvementhierarchyExperientialhierarchyofeffectsCognitive-affectivemodelIndependencehypothesisFigure8.1:ThreeHierarchiesofEffectsForReflection(2of10)Shareadecisionyoumadefollowingthethreelearninghierarchies:ThinkFeelDoDoFeelThinkFeelDoThinkLearningObjective3Weformattitudesinseveralways.AttitudeCommitmentInternalizationHighestlevel:deep-seededattitudesbecomepartofconsumer’svaluesystemIdentificationMid-level:attitudesformedinordertoconformtoanotherpersonorgroupCompliance

Lowestlevel:consumerformsattitudebecauseitgainsrewardsoravoidspunishmentsForReflection(3of10)Shareacommitmentyou’vemadeateachofthethreelevelsofcommitment:InternalizationIdentificationComplianceCanyoufeelthevariationsincommitmentforthethreetypes?Explain.LearningObjective8.4Aneedtomaintainconsistencyamongallofourattitudinalcomponentsoftenmotivatesustoalteroneormoreofthem.ConsistencyPrincipleWevalue/seekharmonyamongthoughts,feelings,andbehaviorsWewillchangecomponentstomakethemconsistentRelatestothetheoryofcognitivedissonance–wetakeactiontoresolvedissonancewhenourattitudesandbehaviorsareinconsistentSelf-PerceptionTheoryFoot-In-The-DoorTechniqueConsumerismorelikelytocomplywitharequestifhehasfirstagreedtocomplywithasmallerrequestLow-Ball-TechniquePersonisaskedforasmallfavorandisinformedafteragreeingtoitthatitwillbeverycostly.Door-In-The-FaceTechniquePersonisfirstaskedtodosomethingextreme(whichherefuses),thenaskedtodosomethingsmaller.SocialJudgmentTheoryWeassimilatenewinformationaboutattitudeobjectsinlightofwhatwealreadyknow/feelInitialattitude=frameofreferenceLatitudesofacceptanceandrejectionAssimilationeffectsContrasteffectsExample:“ChoosymotherschooseJifPeanutButter”BalanceTheoryConsidershowapersonmightperceiverelationsamongdifferentattitudeobjectsandhowhemightalterattitudestomaintainconsistency.Triadattitudestructures:PersonPerceptionofattitudeobjectPerceptionofotherperson/objectSelf-PerceptionTheoryFigure8.2BalanceTheoryForReflection(4of10)Interviewastudentnexttoyouaboutabehaviorthatheorshehasthatisinconsistentwithhisorherattitudes(e.g.,attitudestowardhealthyeatingoractivelifestyle,attitudestowardmaterialism,etc.)Askthestudenttoelaborateonwhyheorshehasthebehavior,thentrytoidentifythewaythepersonhasresolveddissonantelements.LearningObjective8.5Attitudemodelsidentifyspecificcomponentsandcombinethemtopredictaconsumer’soverallattitudetowardaproductorbrand.AMultiattributeAttitudeModel:TheFishbeinModelSalientBeliefsObject-AttributeLinkagesEvaluationMarketingApplicationsoftheMultiattributeModel(1of2)Table8.1TheBasicMultiattributeModel:Saundra’sCollegeDecisionBeliefs(B)BlankBlankBlankBlankBlankAttribute(i)Importance(I)SmithPrincetonRutgersNorthlandAcademicreputation68963Allwomen79333Cost42269Proximitytohome32269Athletics11251Partyatmosphere21379libraryfacilities57972AttitudescoreBlank163142153131CapitalizeonRelativeAdvantageStrengthenPerceivedLinkagesAddaNewAttributeInfluenceCompetitor’sRatingsMarketingApplicationsoftheMultiattributeModel(2of2)TheExtendedFishbeinModel:TheTheoryofReasonedActionIntentionsversusbehavior:measurebehavioralintentions,notjustintentionsSocialpressure:acknowledgethepowerofotherpeopleinpurchasingdecisionAttitudetowardbuying:measureattitudetowardtheactofbuying,notjusttheproductFigure8.3TheoryofTryingHowDoMarketersChangeAttitudes?ReciprocityScarcityAuthorityConsistencyLikingConsensusForReflection(5of10)Canyouthinkofatimethatyouwerepersuadedbymarketing?Whichofthepersuasiontacticswereusedandinwhatway?LearningObjective8.6Thecommunicationsmodelidentifiesseveralimportantcomponentsformarketerswhentheytrytochangeconsumers’attitudestowardproductsandservices.AnUpdatedView:InteractiveCommunicationsFigure8.4TheTraditionalCommunicationsModelForReflection(6of10)Inwhatkindsofsituationswouldthetraditionalcommunicationsmodelworklesseffectively?LearningObjective8.7Theconsumerwhoprocessesamessageisnotnecessarilythepassivereceiverofinformationmarketersoncebelievedhimorhertobe.Figure8.5UpdatedCommunicationsModelNewMessageFormats(1of2)M-commerce-marketerspromotegoodsandservicesviawirelessdevices.Newsocialmediaplatforms:BlogsandvideoblogsPodcastsTwitterVirtualworldsWidgetsForReflection(7of10)Towhatextenthavemobilemessageschangedyourbehaviorasabuyer?Haveyouactedonamobilecouponormessage?LearningObjective8.8Severalfactorsinfluencetheeffectivenessofamessagesource.TheSourceSourcecredibilityDisclaimersSleepereffectNativeadvertisingKnowledgebiasReportingbiasSourceattractivenessSharedendorsementsHaloeffectSpokecharactersForReflection(8of10)Thinkofacelebrityendorserthatyoufindtolackpersuasiveability.Whatisitabouttheperson,product,orendorser-productfitthatfailstopersuadeyou?LearningObjective8.9Thewayamarketerstructureshisorhermessagedetermineshowpersuasiveitwillbe.DecisionstoMakeAbouttheMessageShouldweusepicturesorwords?Howoftenshouldmessageberepeated?Shoulditdrawanexplicitconclusion?Shoulditshowbothsidesofargument?Shoulditexplicitlycompareproducttocompetitors?Shoulditarouseemotions?Shoulditbeconcreteorbasedonimagery?TheMessageCharacteristicsofgoodandBadMessagesPositiveeffectsNegativeeffectsShowingconvenienceofuse

Extensiveinformationoncomponents,ingredients,ornutritionShowingnewproductorimprovedfeatures

Outdoorsetting(messagegetslost)

Castingbackground(i.e.,peopleareincidentaltomessage)

Largenumberofon-screencharacters

Indirectcomparisontootherproducts

Graphicdisplays

Source:AdaptedfromDavidW.StewartandDavidH.Furse,“TheEffectsofTelevisionAdvertisingExecutiononRecall,Comprehension,andPersuasion,”Psychology&Marketing2(Fall1985):135–60.Copyright©1985byJohnWiley&Sons,Inc.Reprintedbypermission.RepeatingtheMessageFigure8.6Two-FactorTheoryofMessageRepetitionHowDoWeStructureArguments?One-sided:supportiveargumentsTwo-sided:bothpositiveandnegativeinformationRefutationalargument:negativeissueisraised,thendismissedPositiveattributesshouldrefutepresentednegativeattributesEffectivewithwell-educatedandnot-yet-loyalaudiencesComparativeAdvertisingComparativeadvertising:messagecomparestwo+recognizablebrandsonspecificattributes.“UnlikeMcDonalds,allofArby'schickensandwichesaremadewith100%all-naturalchicken”NegativeoutcomesincludesourcederogationNewMessageFormats(2of2)MartyrdomeffectM-commerceTransmediastorytellingRealityengineeringGuerrillamarketingProductPlacementandBrandedEntertainmentInsertionofspecificproductsanduseofbrandnamesinmovie/TVscriptsDirectorsincorporatebrandedpropsforrealismIsproductplacementapositiveornegativewhenitcomestoconsumerdecision-making?AdvergamingAdvergamingreferstoonlinegamesmergedwithinteractiveadvertisementsAdvertisersgainmanybenefitswithadvergamesPlinkingistheactofembeddingaproductinavideoTypesofMessageAppealsEmotionalversusRationalAppealsSexAppealsHumorousAppealsFearAppealsForReflection(9of10)OldSpiceusedasex/humorappealinitscampaign,TheManYourManCouldSmellLike.Whatbenefitswerecommunicatedinthead?Isthemessageimplicitorexplicit?Explain.LearningObjective8.10Manymodernmarketersarerealityengineers.LearningObjective8.11Audiencecharacteristicshelptodeterminewhetherthenatureofthesourceorthemessageitselfwillberelativelymoreeffecti