Consumer Behaviour Chapter 15

7/28/2019 Consumer Behaviour Chapter 15

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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are

trademarks used herein under license.


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Roger D. BlackwellPaul W. Miniard

James F. Engel

Consumer Behavior

Requests for permission to make copies of any part of the work should be

mailed to the following address:

Permissions Department, Thomson

Business and Economics

5109 Natorp Boulevard

Mason, OH 45040

800

423

0563


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Shaping ConsumersOpinions

CHAPTER 15


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Opinion Formation


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Opinion Formation

Opinion formation: the first time we

develop a belief, feeling, or attitudeabout something


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Opinion Formation

Opinion formation: the first time we

develop a belief, feeling, or attitudeabout something

Comprehension: involves theinterpretation of a stimulus

When meaning is attached to the

stimulusThe meaning depends on whatoccurs during stimulus processing


7/83COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are


Opinion Formation

Stimulus categorization:

classifying stimulus using themental concepts and categoriesstored in memory

The category to which a productis assigned will affect how theproduct is interpreted

Products and advertisements canbe miscategorized




Encouraging the Activation ofParticular Mental Categories




Opinion Formation

When consumers pay attention to

advertising, they may experience:

Cognitive responses: thoughtsevoked by the ad

Affective responses: feelingsevoked by the ad




Opinion Formation

Different advertisements require

different amounts of processing

Information-laden ads requireextensive processing, while simpleads require less processing

As consumers invest varying

amounts of cognitive effort incomprehending information, theywill have different interpretations ofadvertisements


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Opinion Formation

Classical conditioning


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Opinion Formation

The meaning, feelings, and likingassociated with one object can betransferred to another object bysimply pairing the two objectstogether



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Opinion Formation

The unconditioned stimulus (US)evokes an unconditioned response(UR)

The unconditioned response can betransferred to a conditioned stimulus(CS) through simple association

Because this response arises from theconditioning, it is called theconditioned response (CR)



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The Classical Conditioning Approachto Influencing Consumer Attitudes

Knives Sharpness(US) (UR)


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Product

Knives Sharpness(US)

(CS)

(UR)


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Sharp flavorProduct

Knives Sharpness(US)

(CS)

(UR)

(CR)


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Product Irrelevant Stimuli CanEnhance Product Liking


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Opinion Formation

It frees companies from theconstraints imposed by how well the

product actually performsSimple association works withoutrequiring consumers to undertake

extensive thinking during processing

The power of association in

shaping consumers opinions


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Opinion Formation:The Content of Processing

The Central Process of OpinionFormation

The Peripheral Process ofOpinion Formation


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Central process: process in whichopinions are formed from athoughtful consideration of

relevant information


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Central process: process in whichopinions are formed from athoughtful consideration of

relevant informationThese opinions are very sensitiveto the strength or quality of the

relevant information presented

Ads describing brand advantageslead to more favorable opinions


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The persuasiveness of an adsclaims depends on the thinkingundertaken during processing

The extent to which opinions aboutthe advertised product wereaffected by the ad claims depends

on the amount of product-relevantthinking during processing


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The Influence of Advertising ClaimsDepends on the Thinking That OccursDuring Ad Processing

MoreLessAmount of relevant thinking during ad

processing

Favorability

of post-messageproduct

opinions


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The Influence of Advertising ClaimsDepends on the Thinking That OccursDuring Ad Processing

MoreLess

Weaker adclaims

Stronger adclaims

Amount of relevant thinking during adprocessing

Favorability


opinions


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The Central Process ofOpinion Formation

What is the potential for nonclaimadvertising elements to provideproduct-relevant information?

When relatively little thinking isdone during processing, opinionsare unaffected by picture

manipulation

When more thinking occurs,opinions are more likely to change


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The Influence of Pictures That ConveyProduct-Relevant Information alsoDepends on Thinking During Processing


processing

Favorability


opinions


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The Influence of Pictures that ConveyProduct-Relevant Information alsoDepends on Thinking During Processing

MoreLess

Irrelevantad picture

Relevant adpicture


Favorability


opinions


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Peripheral process: leads to theformation of opinions withoutthinking about relevant information


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Peripheral process: leads to theformation of opinions withoutthinking about relevant information

Often attitude toward an ad is animportant determinant ofadvertising effectiveness in

shaping opinions

Peripheral cues: stimuli devoid ofproduct-relevant information


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Peripheral Pictures Become MoreInfluential When Product-RelevantThinking Declines During Ad Processing


processing

Favorability


opinions


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Peripheral Pictures Become MoreInfluential When Product-RelevantThinking Declines During Ad Processing

MoreLess

Negativeirrelevant

picture

Positiveirrelevant

picture


Favorability


opinions


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The attractive picture causedsubjects to develop more favorableproduct opinions than did the

unattractive picture when th ink ingabout the products merits was

minimal

When thinking was more likely,opinions were unaffected by thepictures


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Influence of Biased Processing

Other factors may bias or alter

information processing and causea change in how the information isinterpreted

Expectations and mood states maybias information


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The Broken B Stimulus: Prior

Expectations Affect Perceptions


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Opinion Change


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Opinion Change

Any subsequent modification in an

existing opinion representsopinion change


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Opinion Change

Any subsequent modification in an

existing opinion representsopinion change

Whenever consumers have

opinions that may prevent themfrom buying a product,businesses may strive to change

consumers opinions


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Opinion Change

The need to change consumers

product opinions often arises formature products

O C


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Opinion Change

The need to change consumers

product opinions often arises formature products

Sometimes changing consumers

opinions requires improving orchanging the product itself(updating its image, packaging or

claims)


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Opinion ChangeThe differential threshold: the

smallest change in stimulus intensitythat will be noticed

Just noticeable difference (jnd)

Webers law: achieving jnd dependson more than simply the absoluteamount of change

Consumers will perceive a $1.00discount as significant if it is on a$2.00 item, but not for a $100 item

Th Diffi lt f Ch i


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The Difficulty of ChangingConsumers Opinions

Influencing opinions at the timethey are formed is easier thanchanging preexisting opinions,

especially if they are confidentConsumers resistance to change

varies from opinion to the next and

depends on whether it is based ondirect orindirect experience

Th D f Ch i


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The Danger of ChangingConsumers Opinions

Making changes can improve theopinions of some but harm theopinions of others

Changes in a products image mayattract one segment but alienateanother

Sacrifices are acceptable as longas the losses are more than offsetby the new customers gained

H B i Sh


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How Businesses ShapeConsumers Opinions

H B i Sh


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Product name

Product packaging

ColorsPrice perceptions


H B i Sh


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Free product samples

Advertising

Product endorsersMessage framing


Th P d t N I fl


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The Products Name Influences

Opinion Formation

The meaning derived from the namemay influence the opinion formedabout the product

When it conveys the wrongmeaning, sales can suffer

Th P d t N I fl


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The Products Name Influences

Opinion Formation

Research on composite brandingshows the brand name appearingfirst has the strongest influence on

attributes associated with that nameDescriptive names and labels havealso been seen to influence

consumers opinions and behaviors

O d f C it B d N


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Order of Composite Brand NamesInfluences Product Opinions

Th I fl f D i ti


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The Influence of DescriptiveNames

Product Packaging Influences


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Product Packaging InfluencesOpinion Formation

Product packaging createsexpectations of the product and itscapabilities including impressionsof how much product is inside thepackage

Packages are effective at drawingattention particularly when theyhave an unusual shape or are tallerand thinner as opposed to shorterbut wider packaging

Product Packaging Influences


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Product Packaging InfluencesOpinion Formation

Me-too product packaging, whichimitates packaging of a leadingbrand, tries to create favorable

opinions with consumersStimulus generation occurs when,for an existing stimulus-response

relationship, the more similar anew stimulus is to the existingone, the more likely it will evoke

the same response

Color Influences Opinion


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Color Influences OpinionFormation

Consumer opinions are often tied tothe products color (which conveys

meaning)

Color granules in detergents andcold capsules serve as a visual cuefor products effectiveness

Pastel colored vacuum cleaners areperceived to be lighter in weightrather than dark colored tones

Color Influences Opinion


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Color Influences OpinionFormation

Colors of foods may changeexpectations of flavor and alsochange perceived flavor (vanilla

pudding that is colored chocolate)Websites that use blue screens areseen as more relaxing with faster

download times than those withyellow screens

Price Perceptions


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Price PerceptionsNine-ending prices: when the last

digit of the price is the number 9, itsignals a lower price or is mentallyrounded down

Given a price of $19.99, it can beviewed as $19.00 instead of $20.00

Price Perceptions


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Price PerceptionsReference pricing: information

about a price other than thatactually charged for the productis provided

Price Perceptions


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Price PerceptionsReference pricing: information

about a price other than thatactually charged for the productis provided

Price tag may carry actual priceand manufacturer recommendedprice or price previously charged

Designed to encourage consumersto form a favorable opinion aboutthe reasonableness of the price

Free Product Samples Influence


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Free Product Samples InfluenceOpinion Formation

Free samples (gifting) can beeffective when introducing a newproduct

They encourage trial and helpfoster positive opinions

Impact of Free Samples on Purchase


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Impact of Free Samples on PurchaseBehavior: Free Samples Boost TrialPurchasing

Months 1 2 3 4 5 6

11.4%

16%

Based on eight brand composite

Percentageof house-

holdsbuying

Impact of Free Samples on Purchase


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Impact of Free Samples on PurchaseBehavior: Free Sample-Induced TriersTend to Be Better Repeaters

Months 1 2 3 4 5 6

31.8%

35.7%

Based on eight brand composite

Percentageof triers

repurchasing

Advertising Influences Opinion


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Advertising Influences OpinionFormation

Advertising Appeals



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Informational advertisingappealsattempt to influence consumers

beliefs about the advertised product

Emotional advertising appealstry toinfluence consumers feelings about

the advertised product



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Utilitarian advertisingappealsaimto influence consumers opinions about

the advertised products ability to

perform its intended function

Value-expressive advertisingappealsattempt to influenceconsumers opinions about the

advertised products ability tocommunicate something about the useof the product



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Advertising AppealsThe appropriateness of using aparticular type of appeal depends

on whats important to consumersas they form their product opinions

Products can be valued for both

their utilitarian and value-expressiveproperties



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Advertising Claims



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Stronger claims create morefavorable product opinions

Relevancy makes claims stronger

Strength also depends on what thead conveys about the products

characteristics and benefits



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Ad claim substantiation isimportant in opinion formation

Testimonials and product

demonstrations are effective waysto substantiate claims




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Search claims: claims that can bevalidated before purchase byexamining information readily

available in the marketplace




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available in the marketplaceExperience claims: claims thatrequire product consumption for

verification




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available in the marketplaceExperience claims: claims thatrequire product consumption for

verificationCredence claims: claims whoseverification is impossible/unlikely




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Objective claims focus on factualinformation that is not subject toindividual interpretations

Subjective claims are ones thatmay evoke different interpretationsacross individuals

Objective claims are morepersuasive than subjective claims




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Advertising Executional ElementsOther elements play a role in thepersuasion process:

Pictures

Camera angles

Typeface

Product Endorsers Influence


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Product Endorsers InfluenceOpinion Formation

Association with brand may bereason enough to buy it

Endorsers may embody meaningsthat companies want attached totheir brands

Endorsers can help shape productopinions in several ways:



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Match-up hypothesis: endorsersare more effective when perceivedas appropriate for the product

Association with brand may bereason enough to buy it

Endorsers may embody meaningsthat companies want attached totheir brands

Endorsers can help shape productopinions in several ways:



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Endorsers may give testimonialsand provide evidence of products

attributes (make-up on a model)

Endorsers trustworthiness iscritical in increasing thebelievability of the ad claim

Endorsers may serve as aperipheral cue

Message Framing Influences


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Gain-frame messages emphasizewhat is attained by following amessages recommendation

Loss-frame messages emphasizepotential costs incurred by ignoringa messages recommendation

Message Framing InfluencesOpinion Formation



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The loss-frame is more effective aslosses loom larger than gains (lossaversion)

Loss-frame messages are moreeffective when consumers are in apositive mood state

Message Framing InfluencesOpinion Formation



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Framing can also shape opinionsof the products affordability by

describing the products total cost

as smaller costs over time

Pennies-a-day strategy:decomposes a products price into

its cost on a daily basis

essage a g ue cesOpinion Formation

Perceived Scarcity Influences


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Creating the perception of scarcityfor a product can influenceconsumer behavior

Scarcity effect: an object is viewedas more desirable as its perceivedscarcity increases

yOpinion Formation

Perceived Scarcity Influences


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Can be done by communicating howlittle of the product is available orsuggesting that demand exceeds

supply

yOpinion Formation

Purchase Restrictions Influence


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Limiting how much consumers canbuy may lead to an increase indemand for the restricted item

Purchase restrictions: restriction isinterpreted as a signal of the deals

popularity and value, increasing its

attractiveness

Opinion Formation

Purchase Restrictions Influence


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Consumers use the maximumnumber of units identified in therestriction as a starting point

and adjust downwards based onother considerations (a dealsattractiveness, budgetconstraints, etc.)

Opinion Formation

Moods Influences Opinion


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Happy consumers are more likelyto interpret product information ina mood congruent manner

Good Moods: Consumers in apositive mood state have a greaterchance of forming more favorable

product opinions

pFormation

Moods Influences Opinion


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Salespeople can use humor in theirsales pitches or companies canengage potential consumers in

playful activities with direct mailpromotions that create goodfeelings and warm up prospects

pFormation

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Consumer Behaviour Chapter 15