solomon_cb07_ppt_07

• Horse race experiment • Marketers: post-purchase reinforcement
7-17
Discussion
• Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status)
7-4
Fan Attitude “Profiles”
• Die-hard, highly committed fans
– Marketing: provide sports knowledge and relate attendance to personal goals/values
• Unique, self-expressive game experience
7-6
Hierarchy of Effects
Figure 7.1
7-7
Hierarchy of Effects
• Standard Learning Hierarchy
– Results in strong brand loyalty – Assumes high consumer involvement
• Commercials evoke emotion
– Pleasure – Arousal – Intimidation
7-13
Forming Attitudes
• Classical conditioning • Instrumental conditioning • Cognitive learning/modeling

7-10
Discussion
• One person’s “contextual marketing” is another person’s “spyware”
– Is it ethical for marketers to track which Web sites you visit, even if by doing so they can provide you with information that might help you save money by buying a competing brand?
– Marketing: “brand switchers” who seek thrills wherever they can get them
• Looking for camaraderie
– Marketing: provide benefits related to smallgroup activities
Attitudes
Chapter 7
The Power of Attitudes
• Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
– Attitude object (AO) – Help to determine a number of preferences and actions
– How should marketers’ strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers?
7-9
– Ask the person to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements
7-18
Self-Perception Theory
Contextual Marketing
• Providing customers with information about competitors at the exact time when they are searching for details/shopping for a particular product category
• Low-Involvement Hierarchy
– Consumer does not have strong brand preference – Consumers swayed by simple stimulus-response connections
• Experiential Hierarchy
7-23
Discussion
• Students often bask in reflected glory by taking credit for victories their teams earn over other colleges
– Should students who just watch the games rather than play them take credit for their team’s performance?
• We use observations of our own behavior to determine what our attitudes are
– We must have a positive attitude toward a product if we freely purchase it, right? – Low-involvement hierarchy – Foot-in-the-door technique – Low-ball technique – Door-in-the-face technique
7-19
Social Judgment Theory
• We assimilate new information about attitude objects in light of what we already know/feel
– Initial attitude = frame of reference – Latitudes of acceptance and rejection
7-11
Attitude Toward the Ad
• We form attitudes toward objects other than the product that can influence our product selections • We often form product attitudes from its ads
• Marketers emphasize the function a product serves for consumers
7-3

Smoking Attitudes
• Norwegian ad: “Smokers are more sociable than others…while it lasts.”
7-2
Functional Theory of Attitudes
• Katz: Attitudes exist because they serve some function
– Determined by a person’s motives
• Attitude functions:
– – – – Utilitarian Value-expressive Ego-defensive Knowledge
7-16
Cognitive Dissonance & Harmony
• Conflict of attitudes and behavior motivates us to reduce dissonance
– We make them fit by eliminating, adding, or changing elements – Explains why evaluations of products increase after purchase
– Aad: attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context
7-12
Ads Have Feelings Too
Earring
Alex
+ Alex + Larry + Larry O Alex Earring + Earring Larry + Alex + Earring
Larry
Earring
7-22
Balance Theory (Cont’d)
• Marketing Applications
– “Basking in reflected glory” – Unit relation with popular product = positive sentiment relation in other people’s triads – Celebrity endorsers of products
• Perception can be positive or negative