Consumer Behavior Shaping Consumers’ Opinions.ppt

1、,Shaping Consumers Opinions,CHAPTER 12,Opinion Formation,Opinion Formation,Opinion formation: the first time we develop a belief, feeling, or attitude about something,Opinion Formation,Opinion formation: the first time we develop a belief, feeling, or attitude about something Comprehension: involves

2、 the interpretation of a stimulus When meaning is attached to the stimulus The meaning depends on what occurs during stimulus processing,Opinion Formation,Stimulus categorization: classifying stimulus using the mental concepts and categories stored in memory The category to which a product is assign

3、ed will affect how the product is interpreted Products and advertisements can be miscategorized,Encouraging the Activation of Particular Mental Categories,Opinion Formation,When consumers pay attention to advertising, they may experience: Cognitive responses: thoughts evoked by the ad Affective resp

4、onses: feelings evoked by the ad,Opinion Formation,Different advertisements require different amounts of processing Information-laden ads require extensive processing, while simple ads require less processing As consumers invest varying amounts of cognitive effort in comprehending information, they

5、will have different interpretations of advertisements,Opinion Formation,Classical conditioning,Opinion Formation,The meaning, feelings, and liking associated with one object can be transferred to another object by simply pairing the two objects together,Classical conditioning,Opinion Formation,The u

6、nconditioned stimulus (US) evokes an unconditioned response (UR) The unconditioned response can be transferred to a conditioned stimulus (CS) through simple association Because this response arises from the conditioning, it is called the conditioned response (CR),Classical conditioning,The Classical

7、 Conditioning Approach to Influencing Consumer Attitudes,Knives,Sharpness,(US),(UR),The Classical Conditioning Approach to Influencing Consumer Attitudes,Product,Knives,Sharpness,(US),(CS),(UR),The Classical Conditioning Approach to Influencing Consumer Attitudes,Sharp flavor,Product,Knives,Sharpnes

8、s,(US),(CS),(UR),(CR),Product Irrelevant Stimuli Can Enhance Product Liking,Opinion Formation,It frees companies from the constraints imposed by how well the product actually performs Simple association works without requiring consumers to undertake extensive thinking during processing,The power of

9、association in shaping consumers opinions,Opinion Formation: The Content of Processing,The Central Process of Opinion Formation The Peripheral Process of Opinion Formation,The Central Process of Opinion Formation,Central process: process in which opinions are formed from a thoughtful consideration o

10、f relevant information,The Central Process of Opinion Formation,Central process: process in which opinions are formed from a thoughtful consideration of relevant information These opinions are very sensitive to the strength or quality of the relevant information presented Ads describing brand advant

11、ages lead to more favorable opinions,The Central Process of Opinion Formation,The persuasiveness of an ads claims depends on the thinking undertaken during processing The extent to which opinions about the advertised product were affected by the ad claims depends on the amount of product-relevant th

12、inking during processing,The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing,More,Less,Amount of relevant thinking during ad processing,Favorability of post-message product opinions,The Influence of Advertising Claims Depends on the Thinking That Occurs Durin

13、g Ad Processing,More,Less,Weaker ad claims,Stronger ad claims,Amount of relevant thinking during ad processing,Favorability of post-message product opinions,The Central Process of Opinion Formation,What is the potential for nonclaim advertising elements to provide product-relevant information? When

14、relatively little thinking is done during processing, opinions are unaffected by picture manipulation When more thinking occurs, opinions are more likely to change,The Influence of Pictures That Convey Product-Relevant Information also Depends on Thinking During Processing,More,Less,Amount of releva

15、nt thinking during ad processing,Favorability of post-message product opinions,The Influence of Pictures that Convey Product-Relevant Information also Depends on Thinking During Processing,More,Less,Irrelevant ad picture,Relevant ad picture,Amount of relevant thinking during ad processing,Favorabili

16、ty of post-message product opinions,The Peripheral Process of Opinion Formation,Peripheral process: leads to the formation of opinions without thinking about relevant information,The Peripheral Process of Opinion Formation,Peripheral process: leads to the formation of opinions without thinking about

17、 relevant information Often attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions Peripheral cues: stimuli devoid of product-relevant information,Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing,More

18、,Less,Amount of relevant thinking during ad processing,Favorability of post-message product opinions,Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing,More,Less,Negative irrelevant picture,Positive irrelevant picture,Amount of relevant thinking

19、during ad processing,Favorability of post-message product opinions,The Peripheral Process of Opinion Formation,The attractive picture caused subjects to develop more favorable product opinions than did the unattractive picture when thinking about the products merits was minimal When thinking was mor

20、e likely, opinions were unaffected by the pictures,Influence of Biased Processing,Other factors may bias or alter information processing and cause a change in how the information is interpreted Expectations and mood states may bias information,The “Broken B” Stimulus: Prior Expectations Affect Perce

21、ptions,Opinion Change,Opinion Change,Any subsequent modification in an existing opinion represents opinion change,Opinion Change,Any subsequent modification in an existing opinion represents opinion change Whenever consumers have opinions that may prevent them from buying a product, businesses may s

22、trive to change consumers opinions,Opinion Change,The need to change consumers product opinions often arises for mature products,Opinion Change,The need to change consumers product opinions often arises for mature products Sometimes changing consumers opinions requires improving or changing the prod

23、uct itself (updating its image, packaging or claims),Opinion Change,The differential threshold: the smallest change in stimulus intensity that will be noticed Just noticeable difference (jnd) Webers law: achieving jnd depends on more than simply the absolute amount of change Consumers will perceive

24、a $1.00 discount as significant if it is on a $2.00 item, but not for a $100 item,The Difficulty of Changing Consumers Opinions,Influencing opinions at the time they are formed is easier than changing preexisting opinions, especially if they are confident Consumers resistance to change varies from o

25、pinion to the next and depends on whether it is based on direct or indirect experience,The Danger of Changing Consumers Opinions,Making changes can improve the opinions of some but harm the opinions of others Changes in a products image may attract one segment but alienate another Sacrifices are acc

26、eptable as long as the losses are more than offset by the new customers gained,How Businesses Shape Consumers Opinions,Product name Product packaging Colors Price perceptions,How Businesses Shape Consumers Opinions,Free product samples Advertising Product endorsers Message framing,How Businesses Sha

27、pe Consumers Opinions,The Products Name Influences Opinion Formation,The meaning derived from the name may influence the opinion formed about the product When it conveys the wrong meaning, sales can suffer,The Products Name Influences Opinion Formation,Research on composite branding shows the brand

28、name appearing first has the strongest influence on attributes associated with that name Descriptive names and labels have also been seen to influence consumers opinions and behaviors,Order of Composite Brand Names Influences Product Opinions,The Influence of Descriptive Names,Product Packaging Infl

29、uences Opinion Formation,Product packaging creates expectations of the product and its capabilities including impressions of how much product is inside the package Packages are effective at drawing attention particularly when they have an unusual shape or are taller and thinner as opposed to shorter

30、 but wider packaging,Product Packaging Influences Opinion Formation,Me-too product packaging, which imitates packaging of a leading brand, tries to create favorable opinions with consumers Stimulus generation occurs when, for an existing stimulus-response relationship, the more similar a new stimulu

31、s is to the existing one, the more likely it will evoke the same response,Color Influences Opinion Formation,Consumer opinions are often tied to the products color (which conveys meaning) Color granules in detergents and cold capsules serve as a visual cue for products effectiveness Pastel colored v

32、acuum cleaners are perceived to be lighter in weight rather than dark colored tones,Color Influences Opinion Formation,Colors of foods may change expectations of flavor and also change perceived flavor (vanilla pudding that is colored chocolate) Websites that use blue screens are seen as more relaxi

33、ng with faster download times than those with yellow screens,Price Perceptions,Nine-ending prices: when the last digit of the price is the number 9, it signals a lower price or is mentally rounded down Given a price of $19.99, it can be viewed as $19.00 instead of $20.00,Price Perceptions,Reference

34、pricing: information about a price other than that actually charged for the product is provided,Price Perceptions,Reference pricing: information about a price other than that actually charged for the product is provided Price tag may carry actual price and manufacturer recommended price or price pre

35、viously charged Designed to encourage consumers to form a favorable opinion about the reasonableness of the price,Free Product Samples Influence Opinion Formation,Free samples (gifting) can be effective when introducing a new product They encourage trial and help foster positive opinions,Impact of F

36、ree Samples on Purchase Behavior: Free Samples Boost Trial Purchasing,Months 1 2 3 4 5 6,11.4%,16%,Based on eight brand composite,Percentage of house-holds buying,Free Sample Recipients,Control,Impact of Free Samples on Purchase Behavior: Free Sample-Induced Triers Tend to Be Better Repeaters,Months

37、 1 2 3 4 5 6,31.8%,35.7%,Based on eight brand composite,Percentage of triers repurchasing,Free Sample Recipients,Control,Advertising Influences Opinion Formation,Advertising Appeals,Advertising Influences Opinion Formation,Informational advertising appeals attempt to influence consumers beliefs abou

38、t the advertised product Emotional advertising appeals try to influence consumers feelings about the advertised product,Advertising Influences Opinion Formation,Utilitarian advertising appeals aim to influence consumers opinions about the advertised products ability to perform its intended function

39、Value-expressive advertising appeals attempt to influence consumers opinions about the advertised products ability to communicate something about the use of the product,Advertising Influences Opinion Formation,Advertising Appeals The appropriateness of using a particular type of appeal depends on wh

40、ats important to consumers as they form their product opinions Products can be valued for both their utilitarian and value-expressive properties,Advertising Influences Opinion Formation,Advertising Claims,Advertising Influences Opinion Formation,Stronger claims create more favorable product opinions

41、 Relevancy makes claims stronger Strength also depends on what the ad conveys about the products characteristics and benefits,Ad claim substantiation is important in opinion formation Testimonials and product demonstrations are effective ways to substantiate claims,Advertising Influences Opinion For

42、mation,Search claims: claims that can be validated before purchase by examining information readily available in the marketplace,Advertising Influences Opinion Formation,Search claims: claims that can be validated before purchase by examining information readily available in the marketplace Experien

43、ce claims: claims that require product consumption for verification,Advertising Influences Opinion Formation,Search claims: claims that can be validated before purchase by examining information readily available in the marketplace Experience claims: claims that require product consumption for verifi

44、cation Credence claims: claims whose verification is impossible/unlikely,Advertising Influences Opinion Formation,Objective claims focus on factual information that is not subject to individual interpretations Subjective claims are ones that may evoke different interpretations across individuals Obj

45、ective claims are more persuasive than subjective claims,Advertising Influences Opinion Formation,Advertising Influences Opinion Formation,Advertising Executional Elements Other elements play a role in the persuasion process: Pictures Camera angles Typeface,Product Endorsers Influence Opinion Format

46、ion,Association with brand may be reason enough to buy it Endorsers may embody meanings that companies want attached to their brands,Endorsers can help shape product opinions in several ways:,Product Endorsers Influence Opinion Formation,Match-up hypothesis: endorsers are more effective when perceiv

47、ed as appropriate for the product,Association with brand may be reason enough to buy it Endorsers may embody meanings that companies want attached to their brands,Endorsers can help shape product opinions in several ways:,Product Endorsers Influence Opinion Formation,Endorsers may give testimonials

48、and provide evidence of products attributes (make-up on a model) Endorsers trustworthiness is critical in increasing the believability of the ad claim Endorsers may serve as a peripheral cue,Gain-frame messages emphasize what is attained by following a messages recommendation Loss-frame messages emp

49、hasize potential costs incurred by ignoring a messages recommendation,Message Framing Influences Opinion Formation,The loss-frame is more effective as losses loom larger than gains (loss aversion) Loss-frame messages are more effective when consumers are in a positive mood state,Message Framing Influences