Ch. 5 ADV – Flashcard

A change in belief, attitude, or behavioral intention caused by a message (such as advertising or personal selling).

the central and the peripheral routes

A theory of persuasion. Psychologists Petty, Cacioppo, and Schumann theorize that the route of persuasion depends on the consumer's level of involvement with the product and the message. When consumers have high involvement with the product or the message, they will attend to product-related information, such as product attributes and benefits or demonstrations, at deeper, more elaborate levels. This can lead to product beliefs, positive brand attitudes, and purchase intention. On the other hand, people who have low involvement with the product or the message have little or no reason to pay attention to it or to comprehend the central message of the ad. As a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects of the ad or commercial—say, the pictures in the ad or the actors in a commercial—for their entertainment value. And whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad.

consumers have a higher level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information, such as product attributes and benefits or demonstrations of positive functional or psychological consequences. Because of their high involvement, consumers tend to learn cognitively and comprehend the ad-delivered information at deeper, more elaborate levels. This can lead to product beliefs, positive brand attitudes, and purchase intention EX: purchase is relatively expensive, your level of involvement is higher *******Using central route processing, Chris compares the tablets, considering their style, technology, possible advantages, and price. The advertised unit really is the best buy and would be the most satisfying. The purchase decision is complete when Chris uses his debit card to make the purchase.

People who are not in the market for a product typically have low involvement with the product message. They have little or no reason to pay attention to it or to comprehend the central information of the ad. As a result, consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects—say, the pictures or the colors in an ad or the actors in a commercial—for their entertainment value. And whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. At some later date, if a purchase occasion does arise and the consumer needs to make some brand evaluation, these ad-related meanings could be activated to form a brand attitude or purchase intention. The Macintosh campaign, described in the opening vignette of this chapter, appears to make heavy use of peripheral cues.

peripheral

repetition

our acquired mental position regarding some idea or object. It is the positive or negative evaluations, feelings, or action tendencies that we learn and cling to. For most companies, creating and maintaining positive consumer attitudes are critical to success. Attitudes must be either capitalized on or changed -japanese bad additudes toward dish washers

an individual's openness or curiosity about a brand.26 Enjoyable, entertaining campaigns can enhance interest in the brand and reduce the variety-seeking tendencies of consumers who become bored with using the same old product.27

the acquired behavior pattern that becomes nearly or completely involuntary—is the natural extension of learning.

It's safe, simple, and essential. First, regardless of how we learned to make our purchase decision (through either central or peripheral route processing), if we discover a quality product, brand, or service, we feel safe repurchasing it through habit. Second, habit is simple. To consider alternatives we must evaluate, compare, and then decide. This is difficult, time-consuming, and risky. Finally, because habit is both safe and easy, we rely on it for daily living. Imagine rethinking every purchase decision you make. It would be virtually impossible, not to mention impractical. So it's really essential to use habit in our lives.

brand loyalty

is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.28 It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price.

1. Breaking habits. Get consumers to unlearn an existing purchase habit and try something new. Marketers frequently offer incentives to lure customers away from old brands or stores. Or they may use comparative advertising to demonstrate their product's superiority. 2. Acquiring habits. Teach consumers to repurchase their brand or repatronize their establishment. JetBlue, like many major airlines, offers frequent flyer miles to loyal customers. 3. Reinforcing habits. Remind current customers of the value of their original purchase and encourage them to continue purchasing. Many magazines, for example, offer special renewal rates to their regular subscribers.

demarketing

-refers to the underlying forces (or motives) that contribute to our actions. These motives stem from the conscious or unconscious goal of satisfying needs and wants.

*Physiological and safety needs carry the greatest priority. Maslow maintained that the lower physiological and safety needs dominate human behavior and must be satisfied before the higher, socially acquired needs (or wants) become meaningful. The highest need, self-actualization, is the culmination of fulfilling all the lower needs and reaching to discover the true self.

=---Consumer purchase and usage based on problem removal or problem avoidance. To relieve such feelings, consumers actively seek a new or replacement product. *Whenever we run out of something, for instance, we experience a negative mental state. To relieve those feelings, we actively seek a new or replacement product. Thus, we are temporarily motivated until the time we make the purchase. Then, if the purchase is satisfactory, the drive or motivation is reduced. **** because the consumer actively seeks information to reduce the mental state.

Consumer's motivation to purchase and use a product based on a positive bonus that the product promises, such as sensory gratification, intellectual stimulation, or social approval.

Social influences on the consumer decision-making process, including family, society, and cultural environment.

strong and long-lasting.

-community we live in When we affiliate with a particular societal division or identify with some reference group or value the ideas of certain opinion leaders, it affects our views on life, our perceptual screens, and eventually the products we buy.

politicians

muddled.

is some person or organization whose beliefs or attitudes are respected by people who share an interest in some specific activity. All fields (sports, religion, fashion, politics) have opinion leaders. - you trust them/find them credible EX:"If Kiera Knightley thinks Chanel is the best perfume, then it must be so." Thus, the purchasing habits and testimonials of opinion leaders are important to advertisers.

Culture refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and are typically handed down from generation to generation.39 Americans love hot dogs, peanut butter, corn on the cob, and apple pie. Canada, Russia, Germany—every country has its own favorite specialties. And companies find it much easier to work with these tastes than try to change them.

subculture is a segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture.43

evoked

the standards they use to judge the features and benefits of alternative products.

cognitive dissonance.

-people strive to justify their behavior by reducing the dissonance, or inconsistency, between their cognitions (their perceptions or beliefs) and reality.47 In fact, research shows that, to combat dissonance, consumers are more likely to read ads for brands they've already purchased than for new products or competing brands.48