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Opinion formation: the first time we develop a belief, feeling, or attitude about something Opinion formation: the first time we develop a belief, feeling, or attitude about something

Opinion formation: the first time we develop a belief, feeling, or attitude about something 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

Stimulus categorization: classifying stimulus using the mental concepts and categories stored in memory The 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

When consumers pay attention to advertising, they may experience: Cognitive responses: thoughts evoked by When consumers pay attention to advertising, they may experience: Cognitive responses: thoughts evoked by the ad Affective responses: feelings evoked by the ad

Different advertisements require different amounts of processing Information-laden ads require extensive processing, while simple 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

Classical conditioning Classical conditioning

Classical conditioning Classical conditioning

Classical conditioning Classical conditioning

The Classical Conditioning Approach to Influencing Consumer Attitudes The Classical Conditioning Approach to Influencing Consumer Attitudes

The Classical Conditioning Approach to Influencing Consumer Attitudes The Classical Conditioning Approach to Influencing Consumer Attitudes

The Classical Conditioning Approach to Influencing Consumer Attitudes The Classical Conditioning Approach to Influencing Consumer Attitudes

The power of association in shaping consumers’ opinions The power of association in shaping consumers’ opinions

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

Central process: process in which opinions are formed from a thoughtful consideration of relevant 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 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 ad’s claims depends on the thinking undertaken during processing The The persuasiveness of an ad’s 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

What is the potential for nonclaim advertising elements to provide product-relevant information? When relatively 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

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

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

Other factors may bias or alter information processing and cause a change in how 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

Any subsequent modification in an existing opinion represents opinion change Any subsequent modification in an existing opinion represents opinion change

Any subsequent modification in an existing opinion represents opinion change Whenever consumers have opinions 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

The need to change consumers’ product opinions often arises for mature products The need to change consumers’ product opinions often arises for mature products

The need to change consumers’ product opinions often arises for mature products Sometimes changing 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)

The differential threshold: the smallest change in stimulus intensity that will be noticed Just The differential threshold: the smallest change in stimulus intensity that will be noticed Just noticeable difference (jnd) Weber’s 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

Influencing opinions at the time they are formed is easier than changing preexisting 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

Making changes can improve the opinions of some but harm the opinions of others 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

Product name Product packaging Colors Price perceptions Product name Product packaging Colors Price perceptions

Free product samples Advertising Product endorsers Message framing Free product samples Advertising Product endorsers Message framing

The meaning derived from the name may influence the opinion formed about the product The meaning derived from the name may influence the opinion formed about the product When it conveys the wrong meaning, sales can suffer

Research on composite branding shows the brand name appearing first has the strongest influence 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

Product packaging creates expectations of the product and its capabilities including impressions of how 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

Me-too product packaging, which imitates packaging of a leading brand, tries to create favorable 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

Consumer opinions are often tied to the product’s color (which conveys meaning) Color granules Consumer opinions are often tied to the product’s 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

Colors of foods may change expectations of flavor and also change perceived flavor (vanilla 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

Nine-ending prices: when the last digit of the price is the number 9, it 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

Reference pricing: information about a price other than that actually charged for the product Reference pricing: information about a price other than that actually charged for the product is provided

Reference pricing: information about a price other than that actually charged for the product 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 samples (gifting) can be effective when introducing a new product They encourage trial Free samples (gifting) can be effective when introducing a new product They encourage trial and help foster positive opinions

Advertising Appeals Advertising Appeals

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

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

Advertising Claims Advertising Claims

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

Ad claim substantiation is important in opinion formation Testimonials and product demonstrations are effective 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 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 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 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 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 Advertising Executional Elements Other elements play a role in the persuasion process: Pictures Camera angles Typeface

Endorsers can help shape product opinions in several ways: Endorsers can help shape product opinions in several ways:

Endorsers can help shape product opinions in several ways: Match-up hypothesis: endorsers are more Endorsers can help shape product opinions in several ways: Match-up hypothesis: endorsers are more effective when perceived as appropriate for the product

Endorsers may give testimonials and provide evidence of product’s attributes (make-up on a model) Endorsers may give testimonials and provide evidence of product’s attributes (make-up on a model) Endorser’s trustworthiness is critical in increasing the believability of the ad claim Endorsers may serve as a peripheral cue

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

The loss-frame is more effective as losses loom larger than gains (loss aversion) Loss-frame 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 product’s affordability by describing the product’s total Framing can also shape opinions of the product’s affordability by describing the product’s total cost as smaller costs over time Pennies-a-day strategy: decomposes a product’s price into its cost on a daily basis

Creating the perception of scarcity for a product can influence consumer behavior Scarcity effect: 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

Can be done by communicating how little of the product is available or suggesting Can be done by communicating how little of the product is available or suggesting that demand exceeds supply

Consumers use the maximum number of units identified in the restriction as a starting Consumers use the maximum number of units identified in the restriction as a starting point and adjust downwards based on other considerations (a deal’s attractiveness, budget constraints, etc. )