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Affect: The way a consumerfeels about an attitude object
Behavior:
Involves the persons intentions to do something with regard to an atti
Cognition:
The beliefs a consumer has about an attitude object
Hierarchy of Effects:
A fixed sequence of steps that occur en route to an attitude
The ABC Model of Attitudes
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Three Hierarchies of Effects
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Attitude Hierarchies
The Standard Learning Hierarchy:
Consumer approaches a product decision as a problem-solving process
The Low-Involvement Hierarchy:
Consumer does not have strong initial preference
Consumer acts on limited knowledge
Consumer forms an evaluation only after product trial
The Experiential Hierarchy:
Consumers act on the basis of their emotional reactions
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The Source vs. The Message:
Sell the Steak or the Sizzle?
Elaboration Likelihood Model (ELM):
Assumes that once a customer receives a message, he or she begprocess it.
The Central Route to Persuasion:
The processing route taken under conditions of high involvemen
Cognitive Responses
The Peripheral Route to Persuasion
The processing route taken under conditions of low involvement
Peripheral Cues
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The ELM Model
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FCB Grid
Quadrant 1
High Importance
Rational Decision
Quadrant 2
High Importance
Emotional Decision
Quadrant 3Low Importance
Rational Decision
Quadrant 4Low Importance
Emotional Decision
High Involvement
Low Involvement
Central Route to persuasion (Fact Based)
Peripheral Route to persuasion (Value Based)
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FCB GridQuadrant 1:
THINK / HIGH INVOLVEMENT
INFORMATIVE (economic)
Classical hierarchy-of-effects:
AwarenessKnowledgeLiking
PreferenceConviction
Purchase
LearnFeelDo.
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FCB GridQuadrant 2:
FEEL / HIGH INVOLVEMENT
AFFECTIVE (psychological)
Products fulfilling self-esteem, subcons
related impulses.
Requires perhaps more emotional com
FeelLearn Do.
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FCB GridQuadrant 3:
THINK / LOW INVOLVEMENT
HABITUAL (responsive)
Routine consumer behavior.
Learning occurs most often after exploratory trial
purchase.
Learning by doing.
Do Learn Feel.
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FCB GridQuadrant 4:
FEEL / LOW INVOLVEMENT
SATISFACTION (social)
Personal taste
Lifes little pleasuresPeer-oriented items.
Do FeelLearn.
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Popsicle
Motor Oil
35mm Camera
Clothes Pins
Greeting Card
Perfume
Family Car
Life Insurance
Complexion Soap
Liquid Household
Cleaner
Guess the quadrant of the foll.
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Complex Buying Behavior- eg. Volkswagon Polo
Dissonance Reducing- Lenovo Laptop
High Involvement Products- Buying Beh
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Fishbeins Theory of Reasoned Action MBeliefs that the
Behavior leads to
Certain outcomes
Evaluation of
the outcomes
Beliefs that specific
Referents think IShould or should not
Perform the behavior
Motivation to
comply with the
Specific referents
Attitude toward
the behavior
Intention
Subjective
norm
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Attitude Change Strategies
Strategies
Ao= biei+ SN
A) Change beliefs about consequences of behaviour (bi) e.g. Benefits.
B) Change evaluations about consequences of behaviour (ei).
C) Add extra benefit / attribute- Lenvo Light weight
D) Change overall rating of brand (Ao) - e.G. Largest selling brand.
E) Change existing normative beliefs - e.G. Showing product being approved by othe
F) Change motivation to comply with others - E.G. Ads stressing individuality. - Lenov
G) Introduce new normative components - e.G. Showing someone else as important.
H) Changing beliefs about competitors brands. Thomas Cook
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BehaviourCognition
Advertising done to remindpeople about the product
Minimal Information Processing
Variety Seeking Retail Food Stuff
Free Samples
Habitual Personal Care
Brand Promotion and Familiarity
Price/Sales Promotion
Low Involvement Products - Ration
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The Clear Anti-Dandruff Shampoo TV
Celebrity used to express value
Likeability/Attractiveness: High
Trustworthiness: Moderate
Expertise: High
Credibility: Moderate
Congruence with the Brand: High
Peripheral Route to Advertising
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Humour used as a
captivating appeal
Attention grabbing
Does not increasecomprehension or
persuasion
Provides brand recall
The Chik Anti-Dandruff Shampoo TV
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Low Involvement and
Rational Buying
Market Segments Targeted
Chik SEC B and SEC C
CLEAR SEC A and SEC B
Habitual buying
The Buying Behaviour in Shampoo
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Purchased on impulse
Offer benefit of emotion orsensory gratification
Habitual
Advertisements with emotionalappeal
Point of sale promotions
Creative displays in stores
Low Involvement Products Emotion
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Building differentiation in imagery
Create strong brand positioning
Focused communications
Advertising
Peripheral Route
Celebrity
Background
Drama
Humour
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Building differentiation in imagery
Create strong brand positioning
Focused communications
Advertising
Peripheral Route
Celebrity
Background
Drama
Humour
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Limca From Taazgi to Pyaas Badh
A beverage that quenches youngsters thirst for achie