Brand attitudes Purchase intensions Behavior MKTG 477 1st Edition Lecture 13Outline of Last Lecture I. “Active” Consumer (Cognitive Response) Modela. Commercial examplesII. Common measurements of advertising effectivenessIII. “Inactive” and “Active” consumers IV. Cognitive responsesOutline of Current Lecture II. Brand attitudesIII. Multi-Attribute Attitude ModelIV. Elaboration Likelihood ModelCurrent LectureFebruary 11, 2015Have 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 attitudesWhy brand attitudes?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 producta. Potato print ad trying to convince consumers that potatoes are actually not fattening2. 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 goodi. Evaluative criteria: Tastes good (trying to convince you that mouthwash should taste good)b. Listerine attributes – intense, tastes badi. 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 criteriaa. Pain reliever attributes – gel, tablets, how fast it works, brandi. Added caffeineii. 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 heartElaboration 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
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