consumer behavior shaping consumers’ opinions.ppt

COPYRIGHT © 2012 Cengage Learning AsiaCOPYRIGHT © 2012 Cengage Learning AsiaRoger D. Blackwell Paul W. Miniard James F. Engel Pai Di-ching; Norjaya Mohd. Yasin; Wan Jooria Hood Consumer BehaviorCOPYRIGHT © 2012 Cengage Learning AsiaShaping Consumers’ OpinionsCHAPTER 12COPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationOpinion formation: the first time we develop a belief, feeling, or attitude about somethingCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationOpinion formation: the first time we develop a belief, feeling, or attitude about somethingComprehension: involves the interpretation of a stimulusWhen meaning is attached to the stimulusThe meaning depends on what occurs during stimulus processingCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationStimulus categorization: classifying stimulus using the mental concepts and categories stored in memoryThe category to which a product is assigned will affect how the product is interpretedProducts and advertisements can be miscategorizedCOPYRIGHT © 2012 Cengage Learning AsiaEncouraging the Activation of Particular Mental CategoriesCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationWhen consumers pay attention to advertising, they may experience:Cognitive responses: thoughts evoked by the adAffective responses: feelings evoked by the adCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationDifferent advertisements require different amounts of processingInformation-laden ads require extensive processing, while simple ads require less processingAs consumers invest varying amounts of cognitive effort in comprehending information, they will have different interpretations of advertisementsCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationClassical conditioningCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationThe meaning, feelings, and liking associated with one object can be transferred to another object by simply pairing the two objects togetherClassical conditioningCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationThe unconditioned stimulus (US) evokes an unconditioned response (UR)The unconditioned response can be transferred to a conditioned stimulus (CS) through simple associationBecause this response arises from the conditioning, it is called the conditioned response (CR)Classical conditioningCOPYRIGHT © 2012 Cengage Learning AsiaThe Classical Conditioning Approach to Influencing Consumer AttitudesKnivesKnivesSharpnessSharpness(US)(UR)COPYRIGHT © 2012 Cengage Learning AsiaThe Classical Conditioning Approach to Influencing Consumer AttitudesProductProductKnivesKnivesSharpnessSharpness(US)(CS)(UR)COPYRIGHT © 2012 Cengage Learning AsiaThe Classical Conditioning Approach to Influencing Consumer AttitudesSharp flavorSharp flavorProductProductKnivesKnivesSharpnessSharpness(US)(CS)(UR)(CR)COPYRIGHT © 2012 Cengage Learning AsiaProduct Irrelevant Stimuli Can Enhance Product LikingCOPYRIGHT © 2012 Cengage Learning AsiaOpinion FormationIt frees companies from the constraints imposed by how well the product actually performsSimple association works without requiring consumers to undertake extensive thinking during processingThe power of association in shaping consumers’ opinionsCOPYRIGHT © 2012 Cengage Learning AsiaOpinion Formation: The Content of ProcessingThe Central Process of Opinion FormationThe Peripheral Process of Opinion FormationCOPYRIGHT © 2012 Cengage Learning AsiaThe Central Process of Opinion FormationCentral process: process in which opinions are formed from a thoughtful consideration of relevant informationCOPYRIGHT © 2012 Cengage Learning AsiaThe Central Process of Opinion FormationCentral process: process in which opinions are formed from a thoughtful consideration of relevant informationThese opinions are very sensitive to the strength or quality of the relevant information presentedAds describing brand advantages lead to more favorable opinionsCOPYRIGHT © 2012 Cengage Learning AsiaThe Central Process of Opinion FormationThe persuasiveness of an ad’s claims depends on the thinking undertaken during processingThe extent to which opinions about the advertised product were affected by the ad claims depends on the amount of product-relevant thinking during processingCOPYRIGHT © 2012 Cengage Learning AsiaThe Influence of Advertising Claims Depends on the Thinking That Occurs During Ad ProcessingMoreLess Amount of relevant thinking during ad processingFavorability of post- message product opinionsCOPYRIGHT © 2012 Cengage Learning AsiaThe Influence of Advertising Claims Depends on the Thinking That Occurs During Ad ProcessingMoreLessWeaker ad claims Stronger ad claims Amount of relevant thinking during ad processingFavorability of post- message product opinionsCOPYRIGHT © 2012 Cengage Learning AsiaThe Central Process of Opinion FormationWhat is the potential for nonclaim advertising elements t。