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SU4- Consumer- Attitude, Communication - Coggle Diagram

- - - - Cognitive- object perception/knowledge/beliefs
      - Affective- object feelings; expressed as attitude (positive/negative) and measured thru 5-point likert or semantic differential scale
      - Conative- behavioural; expressed as purchase intent; likelihood of undertaking a specific action concerning the object
    - - Attitude-towards
        
        Object
        
        Elements
        
        E.g. favourable attitude towards an object when it performs well on personally impt attributes
        
        Personal attribute importance
        
        Extent object has a given set of attributes
        
        MI- how much focus for specific object's individual attribute/feature?
        
        Behaviour- based on possible consquences and their desirability
        
        Ad
        
        Ad triggers feelings, judgments > ad, brand attitude
        
        MI- ad should contain both subjective, objective info and avoid offensive content
      - Theory of reasoned action (TRA)
        
        Normative beliefs- personal beliefs about relevant others' attitudes
        
        Social norms- accounts personal + others' attitude abt object
        
        Motivation to comply- with normative beliefs
      - Trying-to-consume
        
        Impediments (personal/environmental) preventing executing of behavioural intentions e.g. not enough $$, store inaccessible
        
        MI- remind consumers of such impediments, to help them overcome
  - - - Can change attitude if attitude > behaviour
      - Cannot change attitude if behaviour > attitude
      - Need to know which comes 1st
    - - Cognitive dissonance
        
        What? Post-purchase doubt/regret
        
        MI
        
        Assume dissonance will happen
        
        Marcom
        
        Communicate product benefits (over rivals') during purchase and post-purchase
        
        E.g. warranties, reinforcing/purchase-complimenting msg, clear usage instructions
      - Attribution
        
        Assign cause(s) to behaviours (personal/others), then change/form attitude based on behavioural evaluation e.g. "why did I do that?? I must hate that person a lot."
        
        Self-perception theory- inferring behavioural causes
        
        Internal- claims credit when product is effective
        
        External- shifts blame externally (e.g. to products) when it underperforms
        
        MI- create high quality products, so that either attribution benefits product
        
        Techniques
        
        Foot-in-the-door
        
        Make bigger request later- more like to comply
        
        Start with small initial request
        
        Door-in-the-face
        
        Starts with huge incentive (e.g. 2 for 1 air tickets)- effect purchase attitude change
        
        Useful- riskier, expensive offers
        
        Towards
        
        Things (product)
        
        Attribute its performance to product, when other factors could have led to nonperformance e.g. wrong usage
        
        Attribution confirming criteria- distinctiveness, consistency, consensus
        
        Others- positive attitude if impartial pitch focusing on cust's benefits (rather than towards earning commission)
- - - - Utilitarian- tradeoff btw pleasure (benefit)/pain (cost); can increase utility value
      - Ego-defensive- protect self-image (avoid feeling inadequate) thru confidence/security-giving products e.g. anti-aging creams
      - Value-expressive- self-expression (of values, lifestyle, outlook) e.g. pricey vs functional
      - Knowledge- intellectual, natural curiosity
      - MI- marcom to combine all 4 functions (for wider appeal)
    - - By molding any of the attitude components
      - MI
        
        Change
        
        Product beliefs- thru rational appeals, logical arguments to change cognition; info-based approach
        
        Competitor beliefs- thru rational appeals; to exercise caution and weigh cost-benefits as it freely advertises competitors
        
        Overall brand image- thru affective appeals
        
        Link to secondary association (group, event, cause)- thru affective appeals (to enhance brand feelings, overall assessment); consumers alr have pre-existing attitudes toward secondary associations
    - - Change
        
        Relative importance of attributes- leverage relative evaluation of diff attributes appealing to diff segments
        
        Change product/brand beliefs- cognition-oriented; convince cust of new/more benefits (that are compelling, essential, believable)
      - Add attribute- highlight attribute presence/absence that was previously ignored/shows improvements, innovation e.g. cholesterol-free soymilk vs. cholesterol-milk
    - - Persuasion routes
        
        Central (high involvement)- provide all necessary info
        
        Peripheral (low involvement) e.g. give coupons, samples, celebrity endorsed marcom
        
        Based on purchase decision involvement (motivation and assessment skills)
  - - - Personal experience- allow for trials, samples e.g. open house/test-drive
      - Social (friends, family)- "introduce/invite a friend" deal
      - Marketing
        
        Direct- targeting small segments with special needs thru customised product offerings
        
        Mass- general communication/outreach
      - Internet- highly cost-efficient e.g. emails, banners, links
    - - Cognition needs
        
        High- seek more info
        
        Low- influenced by peripheral factors e.g. endorser status, packaging
    - - MI
        
        Identify product, target (+ their needs, budget, impt attributes)
        
        Marketing mix- to contribute to a positive attitude by marcom
      - Before / after behaviour
- - - - Recipient factors
        
        Characteristics, motives
        
        Object perception (based on expectations, motivations, prior experiences)- affects msg interpretation
        
        Msg decoding process- depends on personality, attitude, prior learning
        
        Involvement, congruency
        
        Low involvement needs- prefer humourous ads
        
        High involvement needs/serious personality- prefer ads in documentary
        
        Mood- good vs bad day
      - Barriers
        
        Selective exposure e.g. ad blockers, caller IDs
        
        Psychological noise (e.g. competing ads, msg clutter, distracting thoughts)- use creative strategies, repetition, contrast e.g. product placement in movies/games
    - - Impersonal- 1-way (source > receiver)
        
        Mass media
        
        Use more than 1 medium- with differing efforts each (depending on product type, value)
        
        Consider segmentation strategies- diff msg for diff segments
        
        Match- btw target and media's audience profile (increase cost-effectiveness, reception)
        
        Out-of-home/on-the-go media e.g. billboards
      - Interpersonal e.g. new/non-traditional media
        
        Digital tech attractiveness criteria
        
        Addressable- customised e.g. email cust when new books from fave author released
        
        Interactive- btw sender, receipient
        
        Measurable response- more precise e.g eye-tracking
        
        Online, mobile media e.g. customised text msg
      - Congruence- media, msg, product
    - - Structure, presentation- approach based on target's characteristic
        
        Image, text- visuals generally more effective, but depends on target's characteristics (visualiser/verbaliser)
        
        Msg framing
        
        Positive (highlights benefits of using)- for independent self-image, when more info-processing opportunity; can be coupled with negative anecdotes (of non-usage)
        
        Negative (highlights bad consequences of not using)- for low cogniton needs, interdependent self image, when lesser info-processing opportunity
        
        One/two sided
        
        One (highlight pros only)- when target friendly, favours brand-held position, not receptive to opposing argument
        
        Two (highlights both pros, cons)- when target unfriendly/critical/well educated, receptive to opposing claims, likely to see competitors (negative) counterclaim
        
        Order effects
        
        Primacy effect- when first presented info most impactful
        
        Recency effects- when last presented info most impactful
        
        MI
        
        Consider benefits listing order
        
        Audience's interest
        
        Low interest- list most impt points 1st
        
        High- place most impt point last; build tempo
        
        Good before bad news
        
        Reveal brand name early- builds memory, evokes association/attention
      - Persuasive appeals
        
        Emotional (activates emotions; highlights hedonic benefits) vs. rational (factual info for utilitarian benefits)
        
        Comparative
        
        Pros
        
        Sophisticated consumers- better processing (/intent), recall
        
        More effective with men- positive attitude towards advertising brand
        
        Cons
        
        Rmbs rivals' brands
        
        Less effective with women- suspicious, avoids advertising brand
        
        Ensure believable, real negative elements of competing products
        
        States benefits against rival products
        
        Fear
        
        MI
        
        Strength
        
        Reasonable- increases attention likelihood
        
        Too strong- ineffective; audience rejects, goes into denial
        
        Effects
        
        Long-term- more effective on females
        
        Short-term- more effective on males
        
        Depends on audience, time, place
        
        Humourous
        
        Pros
        
        Better memory, attention, appeal, comprehension
        
        Better
        
        If product-relevant
        
        For low-involvement product
        
        For existing products targeting existing cust with existing positive attitude
        
        Does not increase persuasiveness, credibility
        
        Abrasive- persuasiveness based on product nature/category
        
        Sex- effective if relevant, not over distracting (impedes msg comprehension) in permissive society
        
        Others
        
        Timely advertising- accounting audiences' feelings of prevailing economic/political/environmental situation
        
        Audience participation- increases processing, better memory embedding and recall
        
        Celebrity (e.g. testimonial, endorsement, commercial actor)- must match product
    - - Informal e.g. social networks
        
        Reference group
        
        Influence
        
        Strength factors
        
        Individual
        
        Tendency to conform
        
        Product expertise
        
        Group's power
        
        Comparative- imitate
        
        Aspirational group- wants to join due to its attractive attributes
        
        Symbolic group- does not qualify to join but adopts group's values; high credibility
        
        Normative- follow (group's norm)
        
        Membership group- belongs to; high credibility
        
        Credibility
        
        WOM, social networks
        
        Facilitated by IT advancement- wide-reaching
        
        Proliferation reasons
        
        2-way communication
        
        Accessible global social network
        
        Growing brand communities
        
        User-friendly blogs, msg boards (can post product opinions)
        
        Mediating factors
        
        Similarity (demographics, lifestyles)- among group members
        
        Info seeker + source r/s- tie-strength, intimacy degree, contact frequency
        
        MI- powerful
        
        Leverage for better brand attention, learning, attitude
        
        E.g. buzz agent, viral marketing, e-referrals, recommendations
        
        3rd pt- no hidden agenda > highly credible; objective
      - Credibility
        
        Boost msg authenticity > increase attention span > favourable attitude
        
        Wanes with time as consumers forget (sleeper effect)- regularly repeat ad
      - Formal- vested interest e.g. organisation, endorser
        
        Credibility factors- 3Ps
        
        Mediation
        
        Publicity- editorial content (vs. paid ads)
        
        Celebrity endorsers
        
        Match- product category, target demographics
        
        Realistic word choices
        
        Leverage image, attractiveness, credibility
        
        Credibility influence efficacy- depends on product type, msg comprehension needs
        
        Day-to-day products- high
        
        High-tech/complex products- low
        
        Institutional advertising- promote company image (rather than specific product)
        
        Product
        
        Promotion- media, endorser, brand image
        
        Place- retail outlet
    - - Goal- allows needed msg modification to elicit desired responses
      - Interpersonal comm- modify during interaction
      - Impersonal comm
        
        Effects measurement
        
        Exposure- how many? e.g. market research companies track media habits
        
        Persuasion- msg received, understood, interpreted? e.g. physiological, attitudinal (survey), recall measures to gauge response aspects
        
        Sales- measure how exposure turns into final purchase e.g. electronic cookies