Consumer Response To Communication Programs

Consumer Behavior Communication programs
Consumer response to communication programs
Outline
Communication objectives
Attitudes and their measurement Attitude change and persuasion
The two routes to persuasion Central-route approaches
Peripheral-route approaches
Communication objectives
Category need
Brand awareness
Brand attitude
Brand purchase intention/purchase
Attitudes
definition:
a tendency to evaluate people (e.g., a salesperson), objects (e.g., a product, an ad), or events (e.g., the purchase of a brand) with some degree of favorability or unfavorability;
components of an attitude:
cognitive component: beliefs about the attitude concept; affective component: feeling-based reactions toward the attitude concept; conative component: overt behavioral responses or intentions to act;
Measurement of attitudes
Likert scaling: statements that are thought to reflect either a favorable or unfavorable attitude toward the concept of interest are rated on agreedisagree scales (typically 5-point scales) and the ratings are then summated (after reverse-scoring negative items); semantic differential scaling: the attitude concept is rated on a series of bipolar adjective scales (typically 7-point scales) such as good-bad, favorable-unfavorable, or pleasant-unpleasant;
Advertising is generally informative. __1__ __2__ __3__ __4__ __5__

strongly disagree disagree neither agree strongly agree
Most advertising insults my intelligence. __1__ __2__ __3__ __4__ __5__

strongly disagree disagree neither agree strongly agree
My attitude toward advertising can be best described as:

Positive _1_ _2_ _3_ _4_ _5_ _6_ _7_ Negative
Unfavorable _1_
Good _1_
_2_
_2_
_3_
_3_
_4_
_4_
_5_
_5_
_6_
_6_
_7_
_7_
Favorable
Bad
Two routes to persuasion

there are two routes to persuasion:
central route: people scrutinize the arguments in the message; peripheral route: cues that are not based on a careful consideration of the true merits of the message can have persuasive impact;
a persons motivation and/or ability to engage in issue-relevant thinking determines the route:
when motivation and ability are high, attitudes change follows the central route; when motivation and/or ability are low, attitude change occurs via the peripheral route;
The two routes to attitude change

persuasive communication nature of cognitive processing ? motivation to process ?
no yes yes ability to process ? no favorable neither or unfavorable thoughts neutral thoughts thoughts predominate predominate predominate
peripheral cue present ?

yes
central positive attitude change
central negative attitude change
peripheral attitude shift
Influences on persuasion
variables can influence the extent and direction of attitude change by: serving as persuasive arguments (e.g., weak vs. strong arguments); serving as peripheral cues (e.g., source expertise or attractiveness, number of arguments); affecting the extent and direction of message elaboration (e.g., involvement as a determinant of motivation to process and distraction as a determinant of ability to process);
Effects of the two routes to persuasion

centrally changed attitudes are relatively enduring, resistant to counterpersuasion, and predictive of behavior; peripherally changed attitudes are more temporary, susceptible to counterpersuasion, and less predictive of behavior;
Involvement and persuasion (Petty et al.)

160 Ss were exposed to 12 ads, one of which was the target ad for a fictitious product called the Edge razor; Ss were assigned to one of the 8 cells in a 2 (involvement: low or high) x 2 (argument quality: weak or strong) x 2 (peripheral cue: celebrity or noncelebrity status) factorial design; involvement was manipulated by promising Ss a gift of either a brand of disposable razors or a brand of toothpaste and by telling Ss that Edge razors would soon be introduced in their own city or test marketed in another part of the country; argument quality was manipulated by presenting five cogent (e.g., advanced honing method for unsurpassed sharpness) or five specious (e.g., floats in water with a minimum of rust) product claims in the ad; in the celebrity status condition, famous golf and tennis celebrities endorsed the product, in the noncelebrity status condition Bakersfield, CA, endorsed it; attitude toward the product and purchase intentions as the dependent variables;
Involvement and persuasion (contd)

attitudes: significant involvement x endorser and involvement x argument quality interactions;
attitude
noncelebrity celebrity low high weak arguments low high
attitude
strong arguments
involvement
involvement
intentions: argument quality was a more important determinant of purchase intentions under high rather than low involvement; attitudes were better predictors of intentions under high involvement;
Central-route persuasion: Fishbeins expectancy-value model

attitudes are a function of the strength of beliefs about the attitude concept and the evaluative aspect of those beliefs; Ac = S bi ei components: number of salient beliefs (i=1, ..., n) strength of each belief ( bi ) evaluative aspect of each belief (ei )
My attitude toward Jif creamy peanut butter can be best described as:
Unfavorable ___ (1) ___ (2) ___ (3) ___ (4) ___ (5) ___ (6) ___ (7) Favorable
creamy
Jif
fatty
fresh roasted peanut taste
Unlikely
___ (1)
___ (2)
___ (3)
___ (4)
___ (5)
___ (6)
___ (7)
Likely
Bad
___ (-3)
___ (-2)
___ (-1)
___ (0)
___ ___ ___ (+1) (+2) (+3)
Good
Changing cognitive structure using the EV model

add a new positive belief; increase the strength of an existing positive belief; increase the evaluation of a strongly held positive belief;
Central-route persuasion: The cognitive response model

people actively relate information contained in persuasive messages to extant knowledge stored in memory and generate idiosyncratic thoughts in response to the message (socalled cognitive responses); attitude change depends on
the extent of processing the valence of thoughts
The measurement of cognitive responses

use of post-message thought listings to assess cognitive responses; when content analyzing subjects thought protocols, cognitive responses are often classified as support arguments, counter arguments, or source derogations;
Peripheral-route persuasion
source effects: credibility, attractiveness, and liking of the spokesperson; message effects: number of arguments, inferences based on brand name or product attributes, etc.; context effects: message repetition, program or editorial context, mood;
Using classical (respondent) conditioning for peripheral persuasion

I. II. UCS UCS
paired with NS (CS to be) comes to elicit elicits
UCR UCR
elicits
III.
CS
CR
Classical conditioning (contd)

CS and UCS should be paired repeatedly and consistently; forward conditioning is better than backward conditioning; CC is more effective when the UCS and CS are novel, salient, and relevant or similar to each other (because associations are more easily formed);
Music and pen choice (Gorn)

one-minute extract of music from Grease as the positive UCS, one minute of atonal Indian classical music as the negative UCS; light blue and beige pens as originally neutral CS; Ss watched a slide of either a light blue or beige pen while hearing either liked or disliked music; as a reward for their participation in the study, Ss could choose either a light blue or beige pen; finally, Ss were asked why they had picked a pen with a particular color;
Music and pen choice (contd)

effect of music on pen choice:
choice of choice of nonadvertised pen advertised pen liked music disliked music
79%
30%
21%
70%
91% of the people who provided a reason for their choice mentioned color preference as their reason;
Attitudes and behavior: The Theory of Reasoned Action (TRA) (Fishbein and Ajzen)
B = f(BI) = w1 Aact + w2 SN
where: B = BI = Aact = SN = w1, w2 = behavior behavioral intention attitude toward the behavior subjective norm weights that reflect the relative influence of Aact and SN
Components of the TRA

Aact: a persons evaluation of performing the behavior
Aact = S bi ei
components: outcomes or consequences of behavior (i=1, ..., m) strength of behavioral beliefs (bi) evaluative aspect of each outcome or consequence (ei)
SN: a persons perceptions of the social pressures put on

him or her to perform the behavior
SN = S NBj MCj
components: relevant referents for behavior (j=1, ..., n) strength of normative beliefs (NBj) motivation to comply (MCj)
Components of the TRA (contd)

BI: a plan or an expectation to perform the behavior , which is a
function of both personal and social factors; BI = w1 Aact + w2 SN
B: actual performance of the behavior

B = f(BI) Note: if a person does not have complete control over performance of the behavior, behavioral intentions and behavior may also be a function of the persons perceived behavioral control (i.e., how easy or difficult performance of the behavior is thought to be);
In-class exercise: Predicting coupon usage

Consumer 1 Consumer 2 Consumer 3
CU
BI b1 b2 b3 e1 e2 e3 NB1 NB2 MC1 MC2
10
6 5 4 3 2 0 0 1 2 3 3
20
9 7 1 2 3 1 1 4 2 3 3
2
2 2 2 2 0 -1 -1 3 3 2 1
TRA applied to coupon usage (contd)

EV1
rewards
.71a -.08b -.12a
EV2
encumbrances
Aact
.51a
.68a
EV3
inconveniences
BI
.48a .10b .31a
NB1MC1
spouse
NB2MC2
family
SN
NB3MC3
friends
.05
Note: standardized path coefficients, with a p<.01, b p<.05 (one-tailed)
Conditions under which attitudes and intentions will predict behavior volitional control correspondence in level of specificity
action: single/multiple acts target: concept at which action is directed context: situational circumstance of action time: when an action is to be performed
stability of attitudes and intentions

Consumer Response To Communication Programs

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Consumer Response To Communication Programs

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Consumer Behavior Communication programs