MKTG 3360 Case Study Chapter 8 PDF

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Shaylee Lin Shampoo Buying: A “Bad Hair” Day? CS 8-1 Describe Cream Silk’s promotion within the context of the multiattribute model. Multiattribute attitude models are defined as those models that assume a consumer’s attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object; the use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumer’s overall attitude. The multiattribute model explained to the consumer that their product works and has strong attributes in the strength category. Cream Silk used an unexpected way to promote the strength of hair by contacting Paul Goh, the leading bowmaker in Singapore. Paul Goh was asked to replace the horsehair violin bows with human hair bows on four of his violins. The human hair bows were made with hair that had been washed and conditioned with Cream Silk. A string quartet played a 4-hour concert with these human hair bows, concluding with no broken hair bows. This was Cream Silk’s way of promoting the strength their product gives to people’s hair almost instantly after using it. This promotion was unlike anything, it was a live performance. Cream Silk indirectly diverted our focus to the fact that the human hair was much stronger, just after one use. This unique promotion was also successful because of Cream Silk’s use of celebrity endorsement with Paul Goh and “The Human Hair Quartet.” Celebrity endorsement is defined as a communications tactic whereby an organization retains a well-known person to tout a product or cause on its behalf. Cream Silk contacted Paul Goh to help with their promotion. Paul Goh is the leading bowmaker in Singapore. Although he is not as commonly known as other celebrities, people are going to trust his judgement due to his reputation. If human hair, washed and conditioned by Cream Silk products, is good enough for one of Paul Goh’s violin bows, why wouldn’t Cream Silk be good enough for the average consumer? This also plays into source credibility. Source credibility is defined as a communicator’s expertise, objectivity, or trustworthiness. Paul Goh has source credibility because he is so well known for the quality bows that he makes. The quartet that played with the human hair bows, known on YouTube as “The Human Hair Quartet,” also have source credibility because they demonstrate the strength of the hair. The quartet was able to perform a 4-hour concert with human hair bows that did not break at all. The quartet demonstrated just how strong Cream Silk products will make a consumer’s hair. CS 8-2 Will the people who left with the positive attitude purchase the product? What other factors might influence their behavior in addition to this promotion? Yes, I think the people who left with the positive attitude will purchase the product. I think the use of the quartet playing with the human hair bows was an effective way of persuading consumers to use Cream Silk products. Persuasion is defined as an active attempt to change attitudes. There could have been consumer who had their mind made up that Cream Silk Products would not really “strengthen your hair.” By seeing that a quartet can play a 4-hour concert with human hair bows, washed by Cream Silk Products, this was an attempt at persuading the audience. The consumers/audience agreed to watch the quartet, stayed for the

performance, and some probably even enjoyed it. The audience members were in a situation where they would let the Cream Silk promoters educate them on their products, this was permission marketing. Permission marketing is defined as a popular strategy based on the idea that a marketer will be much more successful in persuading consumers who have agreed to let them try. The other factors that might influence the consumers’ behavior would be the samples that were given away and the fact that the Cream Silk employees/promoters took the time to engage in a survey with the consumers. Consumers love the opportunity to talk and for their opinions to be heard. Also, pretty much all consumers love to receive free samples giving them the opportunity to try the product....