The Heuristic And Systematic Processing Of Brand Attributes And Neutral Information Sources In The...
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! ! ! ! ! ! ! Media and Information Studies ! ! ! ! ! ! ! (MIS) Doctoral Program
• Department of Advertising, Public Relations, and Retailing
• The School of Journalism
• Department of Telecommunication, Information Studies & Media
• Ranked No 3 among the media Ph.D. programs in the United States ~ National Research Council (NRC) on Sept. 28, 2010.
• Ranked No. 2 in the category of mass communication ~ The Chronicle of Higher Education 2007
Elaboration Likelihood Model Petty & Cacioppo 1986
Heuristic-Systematic Persuasion Model Chaiken 1987
Heuristic-Systematic Persuasion Model Chaiken 1987
• Heuristic - Information is processed in a low-involvement and low-effort way with shortcuts, cues, and feelings
Heuristic-Systematic Persuasion Model Chaiken 1987
• Heuristic - Information is processed in a low-involvement and low-effort way with shortcuts, cues, and feelings
• Systematic - Information is processed in a high-involvement and high-effort systematic way
'Market Mavens' Feick and Price 1987
• Purchasing involvement and general marketplace expertise to describe the individual marketplace influencers or 'Market Mavens.ʼ
New Research& Theory
New Research& Theory
• Using brand attributes of film and neutral information sources to help understand the individual decision process.
New Research& Theory
• Using brand attributes of film and neutral information sources to help understand the individual decision process.
• The Relationship of Involvement with Movie Mavens and Frequency
New Research& Theory
• Using brand attributes of film and neutral information sources to help understand the individual decision process.
• The Relationship of Involvement with Movie Mavens and Frequency
• The Role of Systematic and Heuristic Processing with Moviegoers
New Research& Theory
• Using brand attributes of film and neutral information sources to help understand the individual decision process.
• The Relationship of Involvement with Movie Mavens and Frequency
• The Role of Systematic and Heuristic Processing with Moviegoers
• The Relationship of Genre to Involvement and Processing
New Research& Theory
• Using brand attributes of film and neutral information sources to help understand the individual decision process.
• The Relationship of Involvement with Movie Mavens and Frequency
• The Role of Systematic and Heuristic Processing with Moviegoers
• The Relationship of Genre to Involvement and Processing
• The Role of Involvement and Processing with Familiarity
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
• filmʼs genre
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
• filmʼs genre
• star
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
• filmʼs genre
• star
• director
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
• filmʼs genre
• star
• director
• story
Heuristic - Brand attributes include pre-sold elements or information about a movie such as:
• filmʼs genre
• star
• director
• story
• included in advertising and PR
Systematic - Neutral sources of information about a film include:
Systematic - Neutral sources of information about a film include:
• word-of-mouth
Systematic - Neutral sources of information about a film include:
• word-of-mouth
• criticʼs comments
Systematic - Neutral sources of information about a film include:
• word-of-mouth
• criticʼs comments
• awards
Questionnaire
Questionnaire
• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)
Questionnaire
• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)
• Movie frequency (MPA)
Questionnaire
• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)
• Movie frequency (MPA)
• Film selection (HSM)
Questionnaire
• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)
• Movie frequency (MPA)
• Film selection (HSM)
• Familiarity with the film
Questionnaire
• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)
• Movie frequency (MPA)
• Film selection (HSM)
• Familiarity with the film
• Opinion leadership (MM)
Method
• 373 moviegoers received a personal intercept survey on their way into a Midwest cinema in June 2006
Demographics59% Female / 41% Male Ages Percent12 to 17 16%18 to 24 19%25 to 39 24%40 to 59 32%60 plus 7%
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
• H1A: The level of involvement with seeing a film at the theatre will be positively related to the number of movies an individual has seen in a theatre. (r = .343, p<.01)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
• H1A: The level of involvement with seeing a film at the theatre will be positively related to the number of movies an individual has seen in a theatre. (r = .343, p<.01)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
• H1A: The level of involvement with seeing a film at the theatre will be positively related to the number of movies an individual has seen in a theatre. (r = .343, p<.01)
• H1B: Movie Maven influence is positively related to the number of movies an individual has seen in a theatre. (r = .312, p<.01)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
• H1A: The level of involvement with seeing a film at the theatre will be positively related to the number of movies an individual has seen in a theatre. (r = .343, p<.01)
• H1B: Movie Maven influence is positively related to the number of movies an individual has seen in a theatre. (r = .312, p<.01)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Relationship of Involvement with Movie Mavens and Frequency
• H1A: The level of involvement with seeing a film at the theatre will be positively related to the number of movies an individual has seen in a theatre. (r = .343, p<.01)
• H1B: Movie Maven influence is positively related to the number of movies an individual has seen in a theatre. (r = .312, p<.01)
• H1C: Level of involvement with seeing a film at the theatre will be positively related to Movie Maven influence. (r = .521, p<.01)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
Theory & ResultsSupported - Significant and Positive Correlation
(Pearson Product-Moment Correlation Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
• H2A: The level of involvement with seeing films at the theatre will be positively related to the number of attributes and information sources considered before a decision was made. (r = .187, p<.01)
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
• H2B: The level of involvement with seeing films at the theatre will be positively related to the amount of systematic processing of film related material.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
• H2B: The level of involvement with seeing films at the theatre will be positively related to the amount of systematic processing of film related material.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Systematic and Heuristic Processing with Moviegoers
• H2B: The level of involvement with seeing films at the theatre will be positively related to the amount of systematic processing of film related material.
• H2C: The level of involvement with seeing films at the theatre will be inversely related to the amount of heuristic processing of film-related material.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Relationship of Genre to Involvement and Processing
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Relationship of Genre to Involvement and Processing
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Relationship of Genre to Involvement and Processing
• H3A: Individuals with high levels of involvement will report seeing a different set of film genres than individuals with lower levels of involvement.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Relationship of Genre to Involvement and Processing
• H3A: Individuals with high levels of involvement will report seeing a different set of film genres than individuals with lower levels of involvement.
• H3B: Systematic processors will report seeing a different set of film genres than heuristic processors.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Involvement and Processing with Familiarity
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Involvement and Processing with Familiarity
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Involvement and Processing with Familiarity
• H4A: Level of involvement is positively related to familiarity with the film.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Involvement and Processing with Familiarity
• H4A: Level of involvement is positively related to familiarity with the film.
Theory & Results Not Supported - Not Significant
(Pearson Product-Moment Correlation Was Not Significant at .01 Level)
The Role of Involvement and Processing with Familiarity
• H4A: Level of involvement is positively related to familiarity with the film.
• H4B: Heuristic processors with high involvement will report a different level of familiarity with the film than heuristic processors with low involvement.
Significance of Findings
The Relationship of Involvement with Movie Mavens and Frequency
Significance of Findings
The Relationship of Involvement with Movie Mavens and Frequency
• 24% of Americans who go to the movies attend a film at least once a month and account for 80% of all tickets sold. MPA 2005
Significance of Findings
The Relationship of Involvement with Movie Mavens and Frequency
• 24% of Americans who go to the movies attend a film at least once a month and account for 80% of all tickets sold. MPA 2005
• Establish involvement and heuristic and systematic processing constructs into theories of moviegoing behavior.
Significance of Findings
The Relationship of Involvement with Movie Mavens and Frequency
• 24% of Americans who go to the movies attend a film at least once a month and account for 80% of all tickets sold. MPA 2005
• Establish involvement and heuristic and systematic processing constructs into theories of moviegoing behavior.
• Involvement (Zaichkowskyʼs 19851987) and “Market Maven” measures (Feick and Price 1987) were both found to be reliable measures of the constructs.
Significance of Findings The Role of Systematic and Heuristic
Processing with Moviegoers
Significance of Findings The Role of Systematic and Heuristic
Processing with Moviegoers
• The HSM posits that highly motivated or involved people will engage in more systematic analysis while people who are less motivated will engage in superficial processing of information (Todorov, Chaiken et al. 2002).
Significance of Findings The Role of Systematic and Heuristic
Processing with Moviegoers
• The HSM posits that highly motivated or involved people will engage in more systematic analysis while people who are less motivated will engage in superficial processing of information (Todorov, Chaiken et al. 2002).
• There was support for the role of involvement with the combined number of systematic and heuristic thoughts and the number of heuristic thoughts.
Significance of Findings The Role of Systematic and Heuristic
Processing with Moviegoers
• The HSM posits that highly motivated or involved people will engage in more systematic analysis while people who are less motivated will engage in superficial processing of information (Todorov, Chaiken et al. 2002).
• There was support for the role of involvement with the combined number of systematic and heuristic thoughts and the number of heuristic thoughts.
• There was little support for the role of involvement with the number of unaided systematic thoughts. (Unaided)
Significance of Findings
The Role of Systematic and Heuristic Processing with Moviegoers
Significance of Findings
The Role of Systematic and Heuristic Processing with Moviegoers
• When aided with direct response questions there was support for the role of involvement with systematic processing. One of the reasons for the lack of effect on unaided responses to systematic processing may be that the thought listing method is problematic and triggers more heuristic responses.
Significance of Findings
The Role of Systematic and Heuristic Processing with Moviegoers
• When aided with direct response questions there was support for the role of involvement with systematic processing. One of the reasons for the lack of effect on unaided responses to systematic processing may be that the thought listing method is problematic and triggers more heuristic responses.
• Highly involved moviegoers who see more films than low involvement moviegoers also have a higher level of confidence and turn to heuristic cues when reviewing a message.
Significance of Findings
The Relationship of Genre to Involvementand Processing
Significance of Findings
The Relationship of Genre to Involvementand Processing
• Currently six or seven movies out of any 10 major theatrical films produced are unprofitable at the theater. (Litman 1998).
Significance of Findings
The Relationship of Genre to Involvementand Processing
• Currently six or seven movies out of any 10 major theatrical films produced are unprofitable at the theater. (Litman 1998).
• Changing consumer tastes and the nearly two-year lead time required to produce and release a new film complicate the needs of studios to have a continual stream of new ideas that will match consumer demand (Litman 1998).
Significance of Findings
The Relationship of Genre to Involvementand Processing
• Currently six or seven movies out of any 10 major theatrical films produced are unprofitable at the theater. (Litman 1998).
• Changing consumer tastes and the nearly two-year lead time required to produce and release a new film complicate the needs of studios to have a continual stream of new ideas that will match consumer demand (Litman 1998).
• Risky return on investment proposition for individual participants coupled with a short life cycle and rapid decay in revenue.
Significance of Findings
The Relationship of Genre to Involvementand Processing
• Currently six or seven movies out of any 10 major theatrical films produced are unprofitable at the theater. (Litman 1998).
• Changing consumer tastes and the nearly two-year lead time required to produce and release a new film complicate the needs of studios to have a continual stream of new ideas that will match consumer demand (Litman 1998).
• Risky return on investment proposition for individual participants coupled with a short life cycle and rapid decay in revenue.
• Genre may allow the audience to associate with the familiarity of a filmʼs story. However, it is difficult to use as brand differentiation and consumersʼ preferences are distributed across multiple genres. (Bakker 2001).
Significance of Findings
The Role of Involvement and Processing with Familiarity
Significance of Findings
The Role of Involvement and Processing with Familiarity
• It was expected that moviegoers with low involvement who see fewer films would be motivated to systematically process information to become more familiar with a film.
Significance of Findings
The Role of Involvement and Processing with Familiarity
• It was expected that moviegoers with low involvement who see fewer films would be motivated to systematically process information to become more familiar with a film.
• The HSM posits that highly motivated or involved people will engage in more systematic analysis while people who are less motivated will engage in superficial processing of information (Todorov, Chaiken et al. 2002).
Limitations
• Reliance on Self Report
• Unaided vs. Aided
Future Research
Future Research
• Testing moviegoers response to movie communications & tracking attendance
Future Research
• Testing moviegoers response to movie communications & tracking attendance
Future Research
• Testing moviegoers response to movie communications & tracking attendance
• Tracking word-of-mouth and Movie Maven influence
Future Research
• Testing moviegoers response to movie communications & tracking attendance
• Tracking word-of-mouth and Movie Maven influence
Future Research
• Testing moviegoers response to movie communications & tracking attendance
• Tracking word-of-mouth and Movie Maven influence
• Social influence related to attendance
Future Research
• Testing moviegoers response to movie communications & tracking attendance
• Tracking word-of-mouth and Movie Maven influence
• Social influence related to attendance
42% of moviegoers reported thoughts not specific to the film content but related to going to the movies in general for mostly social reasons.
Future Research
• Testing moviegoers response to movie communications & tracking attendance
• Tracking word-of-mouth and Movie Maven influence
• Social influence related to attendance
42% of moviegoers reported thoughts not specific to the film content but related to going to the movies in general for mostly social reasons.
• Tracking word-of-mouth and social engagement
• Questions?
Bill (Dr. William J. Ward) a.k.a. DR4WARD
http://www.dr4ward.com/
http://twitter.com/DR4WARD
http://www.linkedin.com/in/dr4ward
email: [email protected]