Exam 2 - Stewart Shapiro 473 online exam 2 PDF

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Exam 2 https://quizlet.com/503940041/473-exam-2-flash-cards/ Week 8 Lecture 1 -- Chapter 5 ● Attitudes: relatively global and enduring evaluation of an object, issue, person or action ○ Ex: Might really like movie, but didn’t really love certain casting --overall liked, overall impression and attitude toward it ○ Why should we care? ■ Guides our thoughts ■ Influence our feelings or mood ■ Affect our behavior ■ (ex: a good time on vacation, bias attitudes of positives- good feelings, might re visit) Characteristics of Attitudes: favorability (like/dislike), attitude accessibility (how easily and readily can be retrieved from memory), attitude confidence (how certain we feel about them), persistence (how long they last), resistance (subsequent to change), ambivalence (strong positive or strong negative evaluations) ● Attitude formation and change ○ Low effort (ex: buying gum) ○ High effort (ex: buying a car) ●

The effects of motivation on attitude formation ○ Central-route to attitude formation -- linked to HIGH effort/motivation ■ Cognitive path --thinking, reasoning, logic ■ Affective path -- exert fair amount of emotion in developing attitudes (breaking up with bf -mentally drained = gave a lot of affect) ○ High Effort Cognitive ■ Ex: Retirement fund ad -- someone wants that information, lots of thinking to it and will put in that effort to make sure they get best investment ○ High Effort Affective ■ Ex: PSA -very sad, lots of emotion developing attitudes ○

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Peripheral route to attitude formation --LOW effort/motivation ■ Cognitive path ■ Affective path ● ^same as above just a smaller amount because lower effort ● Formed with minimal amount of thinking or emotional energy Low Effort Cognitive ■ Ex: Natural Cheetos -if not exerting a lot of effort, you’d just quickly with low effort think “natural, I like these” Low Effort Affective ■ Ex: tissue boxes of faces or christmas pictures -- might create a bit of emotional energy/thinking create positive attitude toward

The Effects of motivation on Attitude formation

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Implications that different things may persuade people depending on if they’re following the central or peripheral route Motivation impacts what one elaborates on and therefore what one is persuaded by: ■ Low motivation/peripheral route -- people think most about tangential aspects: brand name, ad picture --low level thinking/reasoning ■ High motivation/central route-- people think most about central aspects: ad copy, small print text One’s motivational level dictates what elements of marketing message they think about, which parts are they persuaded by

Can marketer’s predict which route will be followed? ○ Some situations can How does the route impact message strategy? Are marketing messages equally persuasive regardless of the consumer's motivation level? ○ No must tailor to what we predict motivation level will be

Ad Factors affecting brand evaluation: Central vs. Peripheral Processing ● Message Factors: ○ Argument strength ■ Weak argument for cell phone: Can send AND receive text ■ Strong arguments: presentation features best or central merits of an offering in a convincing manner, ex: No contract required ○ Number of arguments ■ Few arguments: few bullet points/brand claims ■ Many arguments: lots of bullet points/brand claims ○ One sided message: presents only positive information ○ Two sided message: presents both positive and negative information ○ Comparative message: make direct comparisons with competitors ● Ad Factors: ○ Credibility: extent to which source is trustworthy, expert or has status ○ Irrelevant celebrity ■ Sports star advertising soda --no expertise in product makes them ○ vs. non-celebrity ■ is it worth money for irrelevant or just use a non-celebrity ● ^depends on motivation ● Low motivation: irrelevant celebrity=higher attitude toward brand than non celebrity ● High motivation: irrelevant celebrity or non celebrity doesn’t matter ○ Peripheral route irrelevant celebrity worth it ○ Central route irrelevant celebrity probably not worth it

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Experiment depicting central vs. peripheral routes

Week 8 Lecture 2 -- Chapter 5 High effort cognitively Based Theories of Attitude ● Theory of Reasoned Action (TORA): model provides explanation of how, when and why attitudes predict behavior ● Behavior: what we do ● Behavioral intention: what we intend to do ● Attitude toward the act (aact): how we feel about doing something ● Subjective norm (SN): how others feel about our doing something ○ Expectancy-value model: Attitude → to predict behavior ■ How attitudes form and change ○ Ex: wanted to determine attitude to going to grand oasis in cancun ■ -- ask attitude toward grand oasis in general or attitude toward staying there ■ Can like things but doesn’t mean you would necessarily buy it or use it ■ According to this model, attitude composed of: ● Salient beliefs (factors important when evaluating a product) ex: for result in cancun could be -- affordable, good beach, near night life, good food ● Belief Strength --rated scale of belief that it has those features (-3 to +3) ● Evaluation --if it had the feature, how good or bad would that be (3 to +3) ● Aact- attitude toward reaction-- multiply (belief strength x evaluation) =aact ○ This generates a total of their attitude ○ Ex: +15 predictor of behavioral intentions -- there is likelihood of staying at grad oasis ● Normative influence: how other people influence our behavior through social pressure ● Theory of planned behavior: extension of TORA model predicts behaviors over which consumers perceive they have control ○ Ex: older consumer sees ad for blood pressure medication, more likely to obtain if form positive attitude towards making this change and have control over this consumption behavior ● Subjective norms ○ Attitudes alone can’t predict behavior so external norms that persuade you to or not to engage in a behavior measured ○ Ex: 2 people/entities that would influence decision of resort in cancun ■ Normative beliefs -- 1. Wife, 2. Kids --influence

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Strength (-3 to +3) of if they would tell you to go there or not Motivation to comply (-3 to +3) you will do what they want or you wouldn’t do what they want ■ SN -multiply (strength x motivation) =sn ● This generates Total of subject norms ● Ex: -3 = pressure from external factors against staying there The Bottom Line ○ BI=aact +SN ■ Ex: +15 + (-3) = +12 → decision: buy! ■ Issue -- giving equal weight to attitudes as to subjective norms ■ Attitudes alone not predictive of behavior --model very constructive than it shows where attitudes arise from, underlying assumption of equal weight

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Attitude Change Strategies ○ Change belief strength -- go after belief strengths that are not as firmly held that can be more influenced (+1 or -1 ratings) ~improve those areas of what they think ○ Change evaluations -- how good or bad a certain thing is in categories they’re not as sure about (+1 or -1 ratings) ~convince them it’s better than what they think ○ Add a new salient belief ~convince that it would be a very positive addition (want to make it as high a rating as possible) ■ ^^^need to know what model looks like in order to do this ■ Representative of what goes in mind of attitude --this put on paper during consumer research gets more insight ○ Add a new normative belief --add friend as someone, ex: get discount if share with your friend

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Cognitive Response Model ○ Self-talk leads to persuasion --thoughts generated in head as watching/reading it and those thoughts are what help generate attitude ○ *Ex: commercial of asset auto ○ Can put thoughts into categories --positives and negatives ■ Product/message Thoughts ● Counter arguments ~negatives or don’t believe ● Support arguments ~positive or agreeing ■ Source-oriented thoughts ● Source derogation --don’t think the person knows what they’re talking about ● Source bolstering --agrees their an expert ■ Ad-Execution thoughts ● Disparaging -bad acting, bad ad, negatives ● Flatter- enjoy ad, positives ○ Combined ^^ this forms our attitude ~more positive or more negatives --you are your own persuasive agent

Week 9 Lecture 1 -- Chapter 6 Attitude Formation and Change: Low Effort ● Heuristics ○ Frequency (more often you see something or more brand claims, more you like it) -low level thinking ○ price-quality (higher price, higher quality) -low level thinking ●

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Simple inferences ○ Categorization ■ Ex: --inferred features when you categorize photo as an office, ZIMA not being a beer doesn’t have expected qualities, marketing coka like vitamin water categorized it as a healthy beverage when it is not Affective response: when consumers generate feelings and images in response to a message Emotional appeal: message designed to elicit an emotional response ○ Fear appeals --terror management theory Attractiveness: source characteristic evokes favorable attitudes if a source is physically attractive, likeable, familiar, or similar to ourselves --source characteristics affecting high effort Match up hypothesis: idea that source must be appropriate/relevant to ad for product/service

Affective Bases of Low-Motivation Attitudes ○ Mood ■ Increases accessibility of mood congruent thoughts ■ Biasing effect on attitudes ● Experiment: positive article=positive mood + ad rating seen before as well as other ads, negative article=negative mood, - ad rating seen before as well as other ads ○ Classical Conditioning ■ Meat → dog salivating ● (unconditioned stimulus → unconditioned response) ■ Bell → ? ■ Meat+Bell → dog salivating ■ Bell → dog salivating ● (Conditioned stimulus → conditioned response) ■ Experiment: ● unconditioned stimulus = negative or positive article ● Unconditioned response = mood/feeling after reading -positive or negative ● Conditioned stimulus = advertisement paired to article ● Conditioned response =feeling good or bad when seeing ad ○ Would predict in study… positive article= positive reaction, negative article = negative reaction … only with ad that is

conditioned, other ads not seen before have no change The Mere Exposure Effect ■ Exposure facilitates subsequent processing --first time leaves a memory trace for it, second time easier for brain to process ■ Without memory for stimulus, ease in processing is misattributed as liking --can process more quickly if you like it and is appealing ● Experiment: memory trace of ad seen already would create positive reaction, if brain forgets it has seen before it would be misattributed as liking it creating a positive reaction as well ● Rating of other ads not seen before would have no change but would have an effect on the next time they see them Attitude toward the Ad ○ Transfer of affect from ad to product ○ If you like the ad a lot, liking rubs off on brand to like brand a lot (vice versa) ○ Dual mediation hypothesis --suggests 2 paths for this to occur ■ Attitude towards ad → attitude toward brand ■ Attitude towards ad → ad credibility/brand belief → attitude toward brand ○

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attitudes will better predict a consumer’s behavior when (1) involvement is high, (2) knowledge is high, (3) reasons are analyzed, (4) attitudes are accessible, (5) attitudes are held with confidence, (6) attitudes are specific, (7) the attitude–behavior relationship does not decline over time, (8) emotional attachment is high, (9) no situational factors are present, (10) normative factors are not in operation, and (11) we are dealing with certain personality types.

Week 9 Lecture 2 -- Chapter 7 Process of Making Decisions ● Problem Recognition ○ Problem: exists when there is a difference between perceived actual state and the ideal state ○ The perceived actual state: how we perceive the situation or current state of affairs → from the consumer's perspective ■ Sometimes their perception of reality will or won’t match ●

The Ideal State ■ Is not set in stone and changes over time ○ Simple expectation -- realistic: living situation after college isn’t a mansion with a pool and bowling alley.. ○ Aspirations --buy outfit that is too small right now but in future is aspiration for ideal state ○ Changes in life-- ideal living conditions now may be different than 10 years ○ Comparisons to others--content with life now but when peers has something better, what used to be fine isn’t as acceptable anymore

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Where our product fits in ○ Perceived actual state __gap___ ideal state ^tension in the system ● Product recognition=realizing gap exists ● Our product can alleviate that tension and close the gap ● How do we create gap if it doesn't exist --if no gap, perceived and ideal state and equal ○ Move perceived state to right to create a gap --- peers have something better than you, new technology, etc. ● Change perceptions of one’s actual state ○ Change how one views the world, change their reality, make them think things are not okay ○ Ex: looking for safe place to live and do everything to make sure it’s safe, if you see ad from Surgeon General about a dangerous gas --you perceived your house was safe but now you are unsure =perception changed

Week 9 Lecture 3 -- Chapter 7 Approaches to Search for Problem Solutions ● Internal: memory, thinking ○ Recall based on: brands (ex: headache; think of pain relievers - typically more likely to choose first few you come up with) ■ Impact on order that brand names are retrieved -- most prototypical, most preferred/familiar are more likely to retrieve ■ Impact on brand names in the environment ■ consideration/evoked set: subset of top of mind brands evaluated when making a choice ○ Attributes -- something to relieve pain but added that it’s gentle on stomach --another brand might be what first comes to mind than before -- does brand meet your goal ■ Salient attribute: top of mind or more important ○ Diagnosticity: how important is that feature in differentiating brands -- if it’s not then less likely to be thought of ○ Attribute determinants: both salient and diagnostic ○ Online processing: when consumer is actively evaluating a brand as they view an ad for it ● External: word of mouth, media, store visits, trial ○ Ongoing-- enduring felt involvement --continuing searching for and gathering information because you are inherently interesting ○ Pre Purchase --situational felt involvement --highly motivated for information but only for certain purchase ○ Brand name and price most accessed attributes ■ Attribute search easier/preferred

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Confirmation bias as well -more salient and diagnostic information tends to be accessed earlier

Biases in search ● Internal search is the recall of information, experiences, and feelings from memory. The extent of internal search generally increases as motivation, ability, and opportunity increase. ● Affective: ○ Mood --positive mood=positive thoughts easily retrieved in memory (vice versa) this may bias particular search/brands and decision ● Cognitive: ○ Confirmation bias -search for information, interpret and remember information that is consistent with beliefs and attitudes ■ Ex: seek out information that is consistent with beliefs/attitudes --believe world is flat, seek out book with same view so think their belief is validated ● -- might seek out product info that is consistent with belief such as product better than another and discount information that does not ● Example video of solving rule of numbers --people consisted to give rules with what they believed the sequence was ■ We interpret what we see and hear in a way that matches our beliefs ■ Our memory distorts in a way that matchings our beliefs ■ Inhibition: recall of some information inhibits recall of other attributes ● When seeking sensory information: ○ Information through trial from senses ○ Ex: mattress to buy, people lay on --comfort level =sensory information or .. How chocolatey a cake is - taste = sensory information ■ Product trial has a strong bias --memory for these sensory experiences is very poor ■ Ex: blue square .. could you remember which color blue is was --often poor memory for sensory information ■ Ex: stereo -- time 1 (objectively better sound), time 2 (objectively worse sound) ← comparison hard to make because couldn’t correctly recall sound quality --50% split for which was better Week 10- Chapter 8 Part 1 ● Judgements: evaluations; actual choice between alternatives not made, attitude toward something, overall opinion given ○ Ex: woah, that’s a cool car ● Decisions: choice between alternatives; based in part on judgements -influenced by ○ Ex: shopping for dress and picking 1 out of 5 ●

High effort decision making

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Willing to put fair amount of effort into process, consumer accumulates knowledge of a product and forms beliefs; consumers evaluates beliefs and forms a feeling/attitude toward; consumer buys product ■ Cognitive belief → attitude → behavior (C → A → B) Low effort decision making ○ Consumers on limited knowledge form a belief; consumer buys product and then forms their attitude ■ Cognition beliefs → behavior → attitude ■ Ex: line to check out, has seen brand of gum before so buys it to see if they like it ← attitude becomes after the trial of it How we think -- 2 types of thinking ○ System 1 ■ Automatic, uncontrolled, effortless, instrinctive, unconscious ← not aware of thoughts ■ Ex: duck when ball is thrown, smile at cute baby, lift leg to go up stairs ○ System 2 ■ Controlled, effortful, deliberate, self aware ← very aware of these thoughts ■ Ex: reflective: to determine how much 23x6 is or when studying for an exam ← more effort, control, on purpose ○ ^sometimes act independently or interact with each other ■ Ex: flight hitting turbulence -- system 1 thinks oh no going to die but system 2 to calm down knowing this happens on planes often you’ll be ok ■ System 1: Automatic when speaking in native language , system 2 : More reflect when when speaking in language not skilled at

Decision making: relatively high consumer effort ● 2 main levels: ○ 1. Extensive decision making ■ Involves substantial amount of search behavior to identify choice alternatives and learn the appropriate choice criteria ● Ex: new windows for house lots of different options ■ Involves several choice decisions and substantial cognitive/behavior effort ● Ex: planning trip: flight, hotel, tours, etc ← 1 decision involves lots of subdivisions ■ Takes a long time to complete ■ Relatively few choice problems involve extensive decision making (ex: not every choice in grocery store is extensive) ○ 2. Limited decision making ■ Involves less search for information than extensive decision making --(ex: rely just on internal info without searching for much external info) ■ Fewer choice alternatives are considered and less integration processing is required (not as many subdivisions nor effect)

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Carried out fairly quickly with moderate levels of cognitive behavioral effort Many choice problems involve limited decision making (ex: what bed sheets to buy, where to go to dinner)

Week 10- Chapter 8 Part 2 Types of decision Rules ● Compensatory ○ Wanted a red car but the price was good. I’ll buy it even though it’s green ← if product doesn’t have a particular feature you want it can be compensated with other features ○ Linked to extensive decision making --takes a lot of effort to make these mental trade offs --putting a price on how much you want that red car ○ Ex: house hunters --what positive features outweigh negatives ● Non-Compensatory ○ Wanted a red car so even though price is good, I’ll keep looking ← Performing poorly on one feature can’t be compensated for no matter how well it performs on other features ○ Linked to limited decision making-- moderate amount of cognitive effort to decide what you aren’t willing to compromise on ●

Compensatory Rule Expectancy-Value Model ○ EXAMPLE: house hunters (9:00 in video) ■ Attribute: ...