The Heuristic And Systematic Processing Of Brand Attributes And Neutral Information Sources In The...

! ! ! ! ! ! ! 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 - 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

• 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:

• filmʼs genre

• star

• filmʼs genre

• star

• director

• filmʼs genre

• star

• director

• story

• filmʼs genre

• star

• director

• story

• included in advertising and PR

Systematic - Neutral sources of information about a film include:

• word-of-mouth

• criticʼs comments

• word-of-mouth

• criticʼs comments

• awards

Questionnaire

• Moviegoersʼ involvement with seeing films at the theatre (ELM, Zaichokowsky 1987)

Questionnaire

• Movie frequency (MPA)

Questionnaire

• Film selection (HSM)

Questionnaire

• Familiarity with the film

Questionnaire

• 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)

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)

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)

• 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.

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.

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

• 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

• 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)

• 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.

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).

• 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.

Limitations

• Reliance on Self Report

• Unaided vs. Aided

Future Research

• Testing moviegoers response to movie communications & tracking attendance

Future Research

• Tracking word-of-mouth and Movie Maven influence

Future Research

• Social influence related to attendance

Future Research

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

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: dr4ward@me.com

The Heuristic And Systematic Processing Of Brand Attributes And Neutral Information Sources In The...

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