Consumer Behavior PDF

**Attitude Changes and Interactive Communications:** **[Changing Attitudes Through Communication:]** **\* Persuasion:** Effectiveness of marketing communications to change attitudes. **What influences people to change their minds or comply?:** - Reciprocity - Authority - Liking - Scar...

**Attitude Changes and Interactive Communications:** **[Changing Attitudes Through Communication:]** **\* Persuasion:** Effectiveness of marketing communications to change attitudes. **What influences people to change their minds or comply?:** - Reciprocity - Authority - Liking - Scarcity - Consistency - Consensus **\* [Traditional Communication Model:]** **[Updated Communication Model:]** - Consumers are now proactive in communications processes; (**I.E.** DVR's, VOD, Pay-Per-View, Caller ID, RiVo, Internet, Iphone, Ipad, Bluetooth, etc...) **[Marketing 3.0: The Age of Participation:]** **[Levels of Interactive Response:]** **Types of Feedback:** **[First-Order Response:]** Direct marketing through transaction and sales. **[Second-Order Response:]** Non-Transactional, incorporated customer feedback. **[The Source:]** **[Source Effects:]** Same words by different people can have very different effects. **What Makes a Good Source:** - Must be **effective**. - Must **consider the audience**. - Creates a **unique experience** for customers. - Demonstrates understanding of customer **preferences** and **struggles**. **Roadblock to Sources:** **[Source Bias:]** Consumer beliefs about a product(s) can be weakened by a source perceived to be biased. **[Hype Vs. Buzz:]** **[Hype:]** Inauthentic message generated by corporate propaganda. **[Buzz:]** Authentic message generated by customer. **Characteristics of Hype and Buzz:** **Hype** **Buzz** ------------------ --------------- Advertising Word-of-Mouth Overt Covert Corporate Grassroots Inauthentic/Fake Authentic Skepticism Credibility **[The Message: What is Said? How it is Said?:]** **[The Message:]** Most important feature: Stressing uniqueness in product(s) attributes & benefits (A brand differentiating message). **[Sending the Message:]** **[Visual Images:]** Big/effective emotional impact. **[Verbal Message:]** High-Involvement sitiations. - Factual Information - More effective when reinforced by a **framed picture**. - Require more frequent exposure (Due to decay/growing disinterestedness). **[Important Characteristics of Vividness in Marketing:]** - **Powerful** Description/graphics command attention and are strongly embedded in memory. - Active mental imagery Vs. abstract stimuli. - **Concrete** Discussion of a product's attributes. **[One Vs. Two-Sided Arguments:]** **[One-Sided Arguments:]** A persuasive message that **only presents one point of view**, **or positive attributes**, about a product, service, or person. **[Two-Sided Arguments:]** A persuasive message that **presents both positive and negative information** about a product or service. **Should Arguments Draw an Explicit Conclusion for Consumers?:** **Yes...** If arguments are hard to follow or consumer's motivation is lacking. **No...** If message is personally relevant. **[Emotional Vs. Rational Appeals: (Appeal to People's logic or to their Emotions):]** **[Emotional Strategy:]** Most Companies use this strategy when consumers find no differences among brands. - Especially brands in well-established, mature markets (I.E. Cars, Greeting Cards, etc...) **[Rational Strategy:]** Companies use this strategy when they need their consumers to recall the contents of the adds, publicity, and sales pitches in order to create "thinking" ads. - Conventional ad effectiveness measures may not be effective in assessing emotional ads. **[More Specific Types of Appeal:]** **[Sex Appeal:]** - Sexual appeals vary by country. - Nude models generate negative feelings/tension among same-sex consumers. - Erotic ads draw attention, but strong sexual imagery may make consumers less likely to: **Buy a product** (Unless the product is related to sex), **Process and Recall ad's content.** **[Humorous Appeal:]** - Different cultures have different senses of humor. - Humorous ads get attention. - They are a **source of distraction**. - They **inhibit counter-arguing**, thus increasing message acceptance. **[Fear Appeal:]** - Emphasize negative consequences that can occur unless the consumer changes their behaviour/attitude. - **Fear is very common in social marketing.** **Most Effective When:** - Threat is moderate. - Solutions to a problem are presented. - Sources are highly credible. **\*The strongest threats are not always the most persuasive.\*** **[Comparative Advertising:]** **[Comparative advertising:]** Message that compares two recognizable brands on specific attributes. - But, confrontational approach can result in source derogation. **[The Source Vs. The Message]**  - Variations in a consumer's **level of involvement** result in the activation of very different cognitive processes when a message is received. **[Elaboration Likelihood Model (ELM) of Persuasion:] [Supports For ELM:]**