Consumer Behaviour Chapter 15

COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation.
. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address:
Permissions Department, Thomson Business and Economics

5109 Natorp Boulevard Mason, OH 45040 8004230563
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
CHAPTER 15
Shaping Consumers Opinions
Opinion Formation
Opinion Formation
Opinion formation: the first time we develop a belief, feeling, or attitude about something
Opinion Formation
Opinion 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
Opinion Formation
Stimulus 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
Encouraging the Activation of Particular Mental Categories
Opinion Formation
When consumers pay attention to advertising, they may experience: Cognitive responses: thoughts evoked by the ad
Affective responses: feelings evoked by the ad
Opinion Formation
Different 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
Opinion Formation
Classical conditioning
Opinion Formation
The meaning, feelings, and liking associated with one object can be transferred to another object by simply pairing the two objects together
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)
The Classical Conditioning Approach to Influencing Consumer Attitudes
(US)
Knives
Sharpness
(UR)
(US)
Knives
Sharpness
(UR)
(CS)
Product
(US)
Knives
Sharpness
(UR)
(CS)
Product
Sharp flavor
(CR)
Product Irrelevant Stimuli Can Enhance Product Liking
Opinion Formation
The power of association in shaping consumers opinions
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
Opinion Formation: The Content of Processing

The Central Process of Opinion Formation The Peripheral Process of Opinion Formation
The Central Process of Opinion Formation

Central process: process in which opinions are formed from a thoughtful consideration of relevant information

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

The persuasiveness of an ads 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
The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing
Favorability of postmessage product opinions
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Amount of relevant thinking during ad processing

The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing
Stronger ad claims
Weaker ad claims
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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
The Influence of Pictures That Convey Product-Relevant Information also Depends on Thinking During Processing
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The Influence of Pictures that Convey Product-Relevant Information also Depends on Thinking During Processing
Relevant ad picture
Irrelevant ad picture
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The Peripheral Process of Opinion Formation

Peripheral process: leads to the formation of opinions without thinking about relevant information

Peripheral process: leads to the formation of opinions without thinking about relevant information Often attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions
Peripheral cues: stimuli devoid of product-relevant information
Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing
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Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing
Positive irrelevant picture Negative irrelevant picture
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The attractive picture caused subjects to develop more favorable product opinions than did the unattractive picture when thinking about the products merits was minimal
When thinking was more likely, opinions were unaffected by the pictures
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
The Broken B Stimulus: Prior Expectations Affect Perceptions
Opinion Change
Opinion Change
Any subsequent modification in an existing opinion represents opinion change
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
Opinion Change
The need to change consumers product opinions often arises for mature products
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)
Opinion Change
The differential threshold: the smallest change in stimulus intensity that will be noticed Just noticeable difference (jnd)
Webers 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
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
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
How Businesses Shape Consumers Opinions

Product name Product packaging Colors Price perceptions

Free product samples Advertising Product endorsers Message framing
The Products 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
The Products 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
Order of Composite Brand Names Influences Product Opinions
The Influence of Descriptive Names
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
Product Packaging Influences Opinion Formation

Me-too product packaging, which imitates packaging of a leading brand, tries to create favorable opinions with consumers Stimulus generation 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
Color Influences Opinion Formation

Consumer opinions are often tied to the products 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
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
Price Perceptions
Nine-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
Price Perceptions
Reference pricing: information about a price other than that actually charged for the product is provided
Price Perceptions
Reference 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
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
Impact of Free Samples on Purchase Behavior: Free Samples Boost Trial Purchasing
16% Percentage of households buying
11.4%
Months 1
Based on eight brand composite

Impact of Free Samples on Purchase Behavior: Free Sample-Induced Triers Tend to Be Better Repeaters
35.7% Percentage of triers repurchasing
31.8%
Months 1
Based on eight brand composite

Advertising Influences Opinion Formation

Advertising Appeals

Informational advertising appeals attempt to influence consumers beliefs about the advertised product
Emotional advertising appeals try to influence consumers feelings about the advertised product

Utilitarian advertising appeals aim
to influence consumers opinions about the advertised products ability to perform its intended function
Value-expressive advertising appeals attempt to influence

consumers opinions about the advertised products ability to communicate something about the use of the product

Advertising Appeals The appropriateness of using a particular type of appeal depends on whats important to consumers as they form their product opinions
Products can be valued for both their utilitarian and value-expressive properties

Advertising Claims

Stronger claims create more favorable product opinions Relevancy makes claims stronger
Strength also depends on what the ad conveys about the products characteristics and benefits

Ad claim substantiation is important in opinion formation Testimonials and product demonstrations are effective ways to substantiate claims

Search claims: claims that can be validated before purchase by examining information readily available in the marketplace

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

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

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 Executional Elements Other elements play a role in the persuasion process:
Pictures
Camera angles Typeface
Product Endorsers Influence Opinion Formation

Endorsers can help shape product opinions in several ways:
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:
Association with brand may be reason enough to buy it Endorsers may embody meanings that companies want attached to their brands
Match-up hypothesis: endorsers are more effective when perceived as appropriate for the product

Endorsers may give testimonials and provide evidence of products attributes (make-up on a model)
Endorsers trustworthiness is critical in increasing the believability of the ad claim

Endorsers may serve as a peripheral cue
Message Framing Influences Opinion Formation

Gain-frame messages emphasize what is attained by following a messages recommendation
Loss-frame messages emphasize potential costs incurred by ignoring a messages recommendation

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

Framing can also shape opinions of the products affordability by describing the products total cost as smaller costs over time Pennies-a-day strategy: decomposes a products price into its cost on a daily basis
Perceived Scarcity Influences Opinion Formation

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

Can be done by communicating how little of the product is available or suggesting that demand exceeds supply
Purchase Restrictions Influence Opinion Formation

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 deals popularity and value, increasing its attractiveness
Purchase Restrictions Influence Opinion Formation

Consumers use the maximum number of units identified in the restriction as a starting point and adjust downwards based on other considerations (a deals attractiveness, budget constraints, etc.)
Moods Influences Opinion Formation

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

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

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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation.

Permissions Department, Thomson Business and Economics

Shaping Consumers Opinions

Encouraging the Activation of Particular Mental Categories

Affective responses: feelings evoked by the ad

The Classical Conditioning Approach to Influencing Consumer Attitudes

The Classical Conditioning Approach to Influencing Consumer Attitudes

The Classical Conditioning Approach to Influencing Consumer Attitudes

Product Irrelevant Stimuli Can Enhance Product Liking

Opinion Formation: The Content of Processing

The Central Process of Opinion Formation

The Central Process of Opinion Formation

The Central Process of Opinion Formation

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

The Central Process of Opinion Formation

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

The Peripheral Process of Opinion Formation

The Peripheral Process of Opinion Formation

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

Favorability of postmessage product opinions

Amount of relevant thinking during ad processing

The Peripheral Process of Opinion Formation

Influence of Biased Processing

Expectations and mood states may bias information

The Broken B Stimulus: Prior Expectations Affect Perceptions

The Difficulty of Changing Consumers Opinions

The Danger of Changing Consumers Opinions

How Businesses Shape Consumers Opinions

How Businesses Shape Consumers Opinions

How Businesses Shape Consumers Opinions

The Products Name Influences Opinion Formation

When it conveys the wrong meaning, sales can suffer

The Products Name Influences Opinion Formation

Order of Composite Brand Names Influences Product Opinions

The Influence of Descriptive Names

Product Packaging Influences Opinion Formation

Product Packaging Influences Opinion Formation

Color Influences Opinion Formation

Color Influences Opinion Formation

Free Product Samples Influence Opinion Formation

They encourage trial and help foster positive opinions

Based on eight brand composite

Based on eight brand composite

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Value-expressive advertising appeals attempt to influence

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Advertising Influences Opinion Formation

Product Endorsers Influence Opinion Formation