Random Questions What is brand personification? What are the examples? What is perception? In...

Random Questions

• What is brand personification? What are the examples?

• What is perception? • In marketing, perception is more important

than the reality. Is it true?

THE INTERNAL FACTORS

Personality Motivation Perception

LearningAttitude

Formation & Change

Copyright © 2006 Pearson Education Canada Inc. 6-3

Consumer Learning

A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.


Learning Processes

Intentional – learning acquired as a result of a

careful search for information Incidental

-- learning acquired by accident or without much effort


Importance of Learning

Marketers must teach consumers:–where to buy–how to use–how to maintain–how to dispose of products


Elements of Learning Theories

Motivation Cues (Stimuli) Response (Reaction) Reinforcement (Outcome)


Reinforcement

A positive or negative outcome that influences the likelihood that a specific behaviour will be repeated in the future in response to a particular cue or stimulus.


Learning Theories

Behavioural Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.

Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.


Behavioural Learning Theories

Classical Conditioning Instrumental Conditioning Modeling or Observational Learning


Classical Conditioning

Pairing a stimulus with another stimulus that elicits a known response to produce the same response when used alone.

The Pavlov Dog story.


Classical conditioning – cont’d

Classical conditioning is the learning of associations among events (or similar events) that allows us to anticipate and represent our environment.

From this viewpoint, classical conditioning is needs generalization ability


Strategic Applications of Classical Conditioning

RepetitionStrengthen the association, but weaken over time. Stimulus GeneralizationLogical relationship. Stimulus DiscriminationDiscriminate among similar stimuli.


Instrumental (Operant) Conditioning

learning based on a trial-and-error process, with habits forced as the result of positive experiences (reinforcement).


Instrumental Conditioning

Consumers learn by means of trial and error process in which some purchase behaviours result in more favorable outcomes (rewards) than other purchase behaviours.

A favorable experience is instrumental in teaching the individual to repeat a specific behaviour.


Reinforcement

Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response

Example: Ad showing beautiful hair as a reinforcement to buy shampoo

Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behaviour

Example: Ad showing wrinkled skin as reinforcement to buy skin cream


Instrumental Conditioning and Marketing

Make the product the ultimate reward Provide samples and free trials Provide non-product rewards Practice relationship marketing


Observational Learning

individuals learn by observing the behaviour of others, and consequences of such behaviour.

Also known as modeling or vicarious learning.


Cognitive Learning


Information processing and Involvement Theory

Central and Peripheral Routes to Persuasion– highly involved consumers are best reached

through ads that focus on the specific attributes of the product (the central route)

– uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).


Measures of Consumer Learning

Recognition and Recall Measures–Aided and Unaided Recall

Attitudinal and Behavioural Measures of Brand Loyalty

Brand Equity


Three-Hit Theory

Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective

The number of actual repetitions to equal three exposures is in question.

Copyright © 2006 Pearson Education Canada Inc.

Chapter 8Consumer Attitude Formation

and Change

Consumer Behaviour

Schiffman/Kanuk

Opening

The case of accident involving Toyota Avanza- real risk was low, but perceived risk

was high- led to negative attitude towards

Toyota Avanza

7-27 Copyright © 2006 Pearson Education Canada Inc.

Attitudes

A learned predisposition (tendency) to behave in a consistently favorable or unfavorable manner with respect to a given object.

A positive attitude is generally a necessary, but not sufficient, condition for purchase– Mercedes seen as ‘top of class’ but intention to

purchase was low


Characteristics of Attitudes

Attitudes have an “object” Attitudes are learned

– Can ‘unlearn’ Attitudes have behavioural, evaluative and

affective components– Predisposition to act – Overall evaluation– Positive or negative feelings

» continued


Characteristics of Attitudes

Attitudes have consistency Attitudes have direction, degree, strength

and centrality– Positive or negative– Extent of positive or negative feelings– Strength of feelings– Closeness to core cultural values

Attitudes occur within a situation


Attitude Models

Structural Models of Attitudes– Tri-component Attitude Model– Multi-attribute Attitude Model– Both assume a rational model of human

behaviour Other models of attitude formation

– Cognitive dissonance model– Attribution theory


The Tri-component Model

Cognitive Component– knowledge and perceptions acquired – through direct experience and information from

various sources. Affective component

– Emotions and feelings about the object Conative or Behavioural Component

– Action tendencies toward the object


Conation

AffectCognition


Multi-attribute Attitude Models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Examples– Attitude-toward-object Model– Attitude-toward-behaviour Model– Theory-of-Reasoned-Action Model


Attitude-toward-object model Attitude is function of evaluation of

product-specific beliefs and evaluations– Ao=

n WiXib

i=1

– Where:

Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of

attribute Icontinued


Theory of Reasoned Action

– A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour


Attitude-Toward-Behaviour Model

A consumer’s attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).


Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Post-purchase Dissonance– Cognitive dissonance that occurs after a

consumer has made a purchase commitment


Why Might Behaviour Precede Attitude Formation?

Cognitive Dissonance Theory

Attribution Theory

Behave (Purchase)

Form Attitude Form Attitude


Attitude FormationHow are attitudes learned?

Classical conditioning - through past associations

Operant conditioning - through trial and reinforcement

Cognitive learning – through information processing– Cognitive dissonance theory– Attribution theory

7-41

Strategies of Attitude Change

Changing the basic motivational function

Associate product with a special group, cause or event

Resolve conflicts among attitudes


7-42

Attitudes are learned. They influenced by personal experience, other sources of information, and personality.



Four Basic Functions of Attitudes

The Utilitarian Function– How well it performs

The Ego-defensive Function– To protect one’s self-concept

The Value-expressive Function– To convey one’s values and lifestyles

The Knowledge Function– A way to gain knowledge


Attitudes and Marketing Strategy

Alter components of the multi attribute model. – Change relative evaluation of attributes– Change brand beliefs– Add an attribute – Change overall brand evaluation

Change beliefs about competitors’ brands» Continued



Appeal to motivational functions of attitudes

Influence consumer attributions» Continued

http://psych.athabascau.ca/html/aupr/personality.shtml



Change affect first through classical conditioning

Change behaviour first through operant conditioning

TRIVIA

• 4x6 dan 6x4. Secara matematis, apa bedanya? • According to CNN, what is the most delicious

food on earth? • Apa versi terbaru Angry Birds?

47

Communication & Consumer Behavior

CHAPTER9

Communication and Consumer Behavior

Meeting-9

1. What is Communication?2. Mention 5 components of

communication

Communication is the transmission of a message from a sender to receiver via a medium (or channel of transmission.

The Basic Components1. Message Initiator(Source)2. The Sender3. Message4. Channel (Medium)5. Receiver (Consumers)

In addition, the sixth essential component is :

6. Feedback

Communication Model

Factors That Affect The Communication Process

Characteristics of the source Message characteristics Characteristics of the receiver Characteristics of the medium

Message Credibility Reputation of the retailer Consumer’s previous experience with product Reputation of the medium

Message Structure and Presentation Resonance or wordplay Message Framing: positive or negative One-sided versus Two-sided Messages Comparative Advertising Order Effects Repetition

Advertising Appeal Used Factual or Emotional

Types of Emotional Appeals Fear Humor Abrasive advertising Sex in advertising

Endorser

Match Is Important when message

comprehension is low Endorser credibility is not a substitute

for corporate credibility

Medium Magazine Newspaper Radio TV Internet Tele Marketing Flyer/Brochure

SAA 3: Mini ProjectCommunication Strategy based on thorough analysis of consumer behavior

Work with your EP-5 team. Should you be in different class with your friend, make it altogether but collect it in your own class.

Give a brief explanation (1-2 pages) on your business project

You should ANALYZE the behavior of your target market and compose a comprehensive communication strategy based on your findings!

Be specific: Who’s your target market? What are their behaviors? What messages you want them to

hear/see? What communication channel will you

use? Be creative!

Example


Thank You

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