MKTG 477 1st Edition Lecture 13 Outline of Last Lecture I Active Consumer Cognitive Response Model a Commercial examples II Common measurements of advertising effectiveness III Inactive and Active consumers IV Cognitive responses Outline of Current Lecture II Brand attitudes III Multi Attribute Attitude Model IV Elaboration Likelihood Model Current Lecture February 11 2015 Have you noticed that many of the models we have discussed seem to have the same intended outcome What is it what are advertisers hoping to influence it s not sales o Consumers brand attitudes Why brand attitudes Brand attitudes Purchase intensions Behavior Multi Attribute Attitude Model Consumers brand attitudes are influenced by their beliefs about the brand and the evaluative criteria they use to assess product attributes Attitude toward brand function beliefs x evaluative criteria These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Attitude change strategies attitude is a general feeling of favorableness or un favorableness 1 Alter change existing beliefs beliefs link a brand to attributes or characteristics of the product a Potato print ad trying to convince consumers that potatoes are actually not fattening 2 Alter existing evaluative criteria evaluative criteria are the standards individuals use to judge rate a product rating of the attribute a Scope attributes alcohol free fresh minty tastes good i Evaluative criteria Tastes good trying to convince you that mouthwash should taste good b Listerine attributes intense tastes bad i Evaluative criteria Tastes bad trying to convince you that bad taste is a good thing c Evaluative criteria never uses the name of the brand 3 Add new evaluative criteria to consumers current list of evaluative criteria a Pain reliever attributes gel tablets how fast it works brand i Added caffeine ii Evaluative criteria Excedrin has caffeine which is good so you should buy their pain relievers b Listerine health of your mouth influences health of your heart Elaboration Likelihood Model ELM Consumers are persuaded by different components of an ad depending upon their level of involvement at the time of ad exposure o How likely you are to elaborate Elaboration The extent to which cognitive responses of different types are generated by consumers at the time of ad exposure Involvement is a key situational factor shaping brand attitudes Routes to Persuasion include o Central route high involvement message based o Peripheral route low involvement sources and ad execution based
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