COPYRIGHT © 2012 Cengage Learning Asia Shaping Consumers’ Opinions CHAPTER 12.
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Transcript of COPYRIGHT © 2012 Cengage Learning Asia Shaping Consumers’ Opinions CHAPTER 12.
COPYRIGHT © 2012 Cengage Learning Asia
Shaping Consumers’ Opinions
CHAPTER 12
COPYRIGHT © 2012 Cengage Learning Asia
Opinion FormationOpinion formation: the first time we develop a belief, feeling, or attitude about something
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Opinion FormationOpinion formation: the first time we develop a belief, feeling, or attitude about something
Comprehension: involves the interpretation of a stimulus
When meaning is attached to the stimulus
The meaning depends on what occurs during stimulus processing
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Opinion FormationStimulus categorization: classifying stimulus using the mental concepts and categories stored in memory
The category to which a product is assigned will affect how the product is interpreted
Products and advertisements can be miscategorized
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Encouraging the Activation of Particular Mental Categories
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Opinion FormationWhen consumers pay attention to advertising, they may experience:
Cognitive responses: thoughts evoked by the ad
Affective responses: feelings evoked by the ad
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Opinion FormationDifferent advertisements require different amounts of processing
Information-laden ads require extensive processing, while simple ads require less processing
As consumers invest varying amounts of cognitive effort in comprehending information, they will have different interpretations of advertisements
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Opinion Formation
The meaning, feelings, and liking associated with one object can be transferred to another object by simply pairing the two objects together
Classical conditioning
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Opinion Formation
The unconditioned stimulus (US) evokes an unconditioned response (UR)
The unconditioned response can be transferred to a conditioned stimulus (CS) through simple association
Because this response arises from the conditioning, it is called the conditioned response (CR)
Classical conditioning
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The Classical Conditioning Approach to Influencing Consumer Attitudes
KnivesKnives SharpnessSharpness(US) (UR)
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The Classical Conditioning Approach to Influencing Consumer Attitudes
ProductProduct
KnivesKnives SharpnessSharpness(US)
(CS)
(UR)
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The Classical Conditioning Approach to Influencing Consumer Attitudes
Sharp flavorSharp flavorCheese ProductCheese Product
KnivesKnives SharpnessSharpness(US)
(CS)
(UR)
(CR)
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Product Irrelevant Stimuli Can Enhance Product Liking
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Opinion Formation
It frees companies from the constraints imposed by how well the product actually performs
Simple association works without requiring 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 Opinion Formation
The Peripheral Process of Opinion Formation
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The Central Process of Opinion Formation
Central process: process in which opinions are formed from a thoughtful consideration of relevant information
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The Central Process of Opinion Formation
Central process: process in which opinions are formed from a thoughtful consideration of relevant information
These opinions are very sensitive to the strength or quality of the relevant information presented
Ads describing brand advantages lead to more favorable opinions
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The Central Process of Opinion Formation
The persuasiveness of an ad’s claims depends on the thinking undertaken during processing
The extent to which opinions about the advertised product were affected by the ad claims depends on the amount of product-relevant thinking during processing
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The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability of post-
message product
opinions
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The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing
MoreLess
Weaker ad claims
Stronger ad claims
Amount of relevant thinking during ad processing
Favorability of post-
message product
opinions
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The Central Process of Opinion Formation
What is the potential for nonclaim advertising elements to provide product-relevant information?
When relatively little thinking is done during processing, opinions are unaffected by picture manipulation
When more thinking occurs, opinions are more likely to change
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The Influence of Pictures That Convey Product-Relevant Information also Depends on Thinking During Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability of post-
message product
opinions
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The Influence of Pictures that Convey Product-Relevant Information also Depends on Thinking During Processing
MoreLess
Irrelevant ad picture
Relevant ad picture
Amount of relevant thinking during ad processing
Favorability of post-
message product
opinions
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The Peripheral Process of Opinion Formation
Peripheral process: leads to the formation of opinions without thinking about relevant information
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The Peripheral Process of Opinion Formation
Peripheral process: leads to the formation of opinions without thinking about relevant information
Customer's attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions
Peripheral cues: stimuli devoid of product-relevant information
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Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing
MoreLessAmount of relevant thinking during ad
processing
Favorability of post-
message product
opinions
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Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing
MoreLess
Negative irrelevant picture
Positive irrelevant picture
Amount of relevant thinking during ad processing
Favorability of post-
message product
opinions
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The Peripheral Process of Opinion Formation
The attractive picture caused subjects to develop more favorable product opinions than did the unattractive picture when thinking about the product’s merits was minimal
When thinking was more likely, opinions were unaffected by the pictures
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Influence of Biased Processing
Other factors may bias or alter information processing and cause a change in how the information is interpreted
Expectations and mood states may bias information
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The “Broken B” Stimulus: Prior Expectations Affect Perceptions
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Opinion Change
Any subsequent modification in an existing opinion represents opinion change
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Opinion Change
Any subsequent modification in an existing opinion represents opinion change
Whenever consumers have opinions that may prevent them from 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 for mature products
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Opinion Change
The need to change consumers’ product opinions often arises for mature products
Sometimes changing consumers’ opinions requires improving or changing the product itself (updating its image, packaging or claims)
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Opinion ChangeThe differential threshold: the smallest change in stimulus intensity that will be noticed
Just noticeable difference (jnd)
Weber’s law: achieving jnd depends on more than simply the absolute amount of change
Consumers will perceive a $1.00 discount as significant if it is on a $2.00 item, but not for a $100 item
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The Difficulty of Changing Consumers’ Opinions
Influencing opinions at the time they are formed is easier than changing preexisting opinions, especially if they are confident
Consumers’ resistance to change varies from opinion to the next and depends on whether it is based on direct or indirect experience
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The Danger of Changing Consumers’ Opinions
Making changes can improve the opinions of some but harm the opinions of others
Changes in a products’ image may attract one segment but alienate another
Sacrifices are acceptable as long as the losses are more than offset by the new customers gained
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How Businesses Shape Consumers’ Opinions
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Product name
Product packaging
Colors
Price perceptions
How Businesses Shape Consumers’ Opinions
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Free product samples
Advertising
Product endorsers
Message framing
How Businesses Shape Consumers’ Opinions
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The Product’s Name Influences Opinion Formation
The meaning derived from the name may influence the opinion formed about the product
When it conveys the wrong meaning, sales can suffer
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The Product’s Name Influences Opinion Formation
Research on composite branding shows the brand name appearing first has the strongest influence on attributes associated with that name
Descriptive names and labels have also been seen to influence consumers’ opinions and behaviors
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Order of Composite Brand Names Influences Product Opinions
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The Influence of Descriptive Names
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Product Packaging Influences Opinion Formation
Product packaging creates expectations of the product and its capabilities including impressions of how much product is inside the package
Packages are effective at drawing attention particularly when they have an unusual shape or are taller and thinner as opposed to shorter but wider packaging
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Product Packaging Influences Opinion Formation
Me-too product packaging, which imitates packaging of a leading brand, tries to create favorable opinions with consumers
Stimulus generalization occurs when, for an existing stimulus-response relationship, the more similar a new stimulus is to the existing one, the more likely it will evoke the same response
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Color Influences Opinion Formation
Consumer opinions are often tied to the product’s color (which conveys meaning)
Color granules in detergents and cold capsules serve as a visual cue for products’ effectiveness
Pastel colored vacuum cleaners are perceived to be lighter in weight rather than dark colored tones
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Color Influences Opinion Formation
Colors of foods may change expectations of flavor and also change perceived flavor (vanilla pudding that is colored chocolate)
Websites that use blue screens are seen as more relaxing with faster download times than those with yellow screens
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Price PerceptionsNine-ending prices: when the last digit of the price is the number 9, it signals a lower price or is mentally rounded down
Given a price of $19.99, it can be viewed as $19.00 instead of $20.00
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Price PerceptionsReference pricing: information about a price other than that actually charged for the product is provided
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Price PerceptionsReference pricing: information about a price other than that actually charged for the product is provided
Price tag may carry actual price and manufacturer recommended price or price previously charged
Designed to encourage consumers to form a favorable opinion about the reasonableness of the price
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Free Product Samples Influence Opinion Formation
Free samples (gifting) can be effective when introducing a new product
They encourage trial and help foster positive opinions
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Impact of Free Samples on Purchase Behavior: Free Samples Boost Trial Purchasing
Months 1 2 3 4 5 6
11.4%
16%
Based on eight brand composite
Percentage of house-
holds buying
Free Sample Recipients
Control
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Impact of Free Samples on Purchase Behavior: Free Sample-Induced Triers Tend to Be Better Repeaters
Months 1 2 3 4 5 6
31.8%
35.7%
Based on eight brand composite
Percentage of triers
repurchasingFree Sample Recipients
Control
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Advertising Influences Opinion Formation
Advertising Appeals
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Advertising Influences Opinion Formation
Informational advertising appeals attempt to influence consumers’ beliefs about the advertised product
Emotional advertising appeals try to influence consumers’ feelings about the advertised product
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Advertising Influences Opinion Formation
Utilitarian advertising appeals aim to influence consumers’ opinions about the advertised product’s ability to perform its intended function
Value-expressive advertising appeals attempt to influence consumers’ opinions about the advertised product’s ability to communicate something about the use of the product
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Advertising Influences Opinion Formation
Advertising Appeals
The appropriateness of using a particular type of appeal depends on what’s important to consumers as they form their product opinions
Products can be valued for both their utilitarian and value-expressive properties
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Advertising Influences Opinion Formation
Advertising Claims
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Advertising Influences Opinion Formation
Stronger claims create more favorable product opinions
Relevancy makes claims stronger
Strength also depends on what the ad conveys about the product’s characteristics and benefits
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Ad claim substantiation is important in opinion formation
Testimonials and product demonstrations are effective ways to substantiate claims
Advertising Influences Opinion Formation
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Search claims: claims that can be validated before purchase by examining information readily available in the marketplace
Advertising Influences Opinion Formation
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Search claims: claims that can be validated before purchase by examining information readily available in the marketplace
Experience claims: claims that require product consumption for verification
Advertising Influences Opinion Formation
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Search claims: claims that can be validated before purchase by examining information readily available in the marketplace
Experience claims: claims that require product consumption for verification
Credence claims: claims whose verification is impossible/unlikely
Advertising Influences Opinion Formation
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Objective claims focus on factual information that is not subject to individual interpretations
Subjective claims are ones that may evoke different interpretations across individuals
Objective claims are more persuasive than subjective claims
Advertising Influences Opinion Formation
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Advertising Influences Opinion Formation
Advertising Executional Elements
Other elements play a role in the persuasion process:
Pictures
Camera angles
Typeface
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Product Endorsers Influence Opinion Formation
Association with brand may be reason enough to buy it
Endorsers may embody meanings that companies want attached to their brands
Endorsers can help shape product opinions in several ways:
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Product Endorsers Influence Opinion Formation
Match-up hypothesis: endorsers are more effective when perceived as appropriate for the product
Association with brand may be reason enough to buy it
Endorsers may embody meanings that companies want attached to their brands
Endorsers can help shape product opinions in several ways:
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Product Endorsers Influence Opinion Formation
Endorsers may give testimonials and provide evidence of product’s attributes (make-up on a model)
Endorser’s trustworthiness is critical in increasing the believability of the ad claim
Endorsers may serve as a peripheral cue
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Gain-frame messages emphasize what is attained by following a message’s recommendation
Loss-frame messages emphasize potential costs incurred by ignoring a message’s recommendation
Message Framing Influences Opinion Formation
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The loss-frame is more effective as losses loom larger than gains (loss aversion)
Loss-frame messages are more effective when consumers are in a positive mood state
Message Framing Influences Opinion Formation
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Framing can also shape opinions of the product’s affordability by describing the product’s total cost as smaller costs over time
Pennies-a-day strategy: decomposes a product’s price into its cost on a daily basis
Message Framing Influences Opinion Formation
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Creating the perception of scarcity for a product can influence consumer behavior
Scarcity effect: an object is viewed as more desirable as its perceived scarcity increases
Perceived Scarcity Influences Opinion Formation
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Can be done by communicating how little of the product is available or suggesting that demand exceeds supply
Perceived Scarcity Influences Opinion Formation
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Limiting how much consumers can buy may lead to an increase in demand for the restricted item
Purchase restrictions: restriction is interpreted as a signal of the deal’s popularity and value, increasing its attractiveness
Purchase Restrictions Influence Opinion Formation
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Consumers use the maximum number of units identified in the restriction as a starting point and adjust downwards based on other considerations (a deal’s attractiveness, budget constraints, etc.) See Fig.12.22
Purchase Restrictions Influence Opinion Formation
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Happy consumers are more likely to interpret product information in a mood congruent manner
Good Moods: Consumers in a positive mood state have a greater chance of forming more favorable product opinions
Moods Influences Opinion Formation
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Salespeople can use humor in their sales pitches or companies can engage potential consumers in playful activities with direct mail promotions that create good feelings and “warm up” prospects
Moods Influences Opinion Formation