Current LectureHierarchy of EffectsConsistency PrincipleCognitive Dissonance and HarmonyTheory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance”Self-Perception TheorySelf-perception theory: we use observations of our own behavior to determine what our attitudes are.Balance TheoryExample: Restoring Balance in a TriadMarketing Applications of Balance TheoryMKTG 305 1st Edition Lecture 19 Outline of Last Lecture I. AttitudesII. Functional TheoryIII. ImplicationsIV. ABC ModelOutline of Current Lecture I. Hierarchy of Effects II. Consistency PrincipleIII. Cognitive Dissonance and HarmonyIV. Self-Perception Theory V. Balance Theory Current Lecture Hierarchy of Effects- Standard Learning Hierarchy- Results in strong brand loyalty- Assumes high consumer involvement- Low-Involvement Hierarchy- Consumer does not have strong brand preference- Consumers swayed by simple stimulus-response connections- Experiential Hierarchy- Consumers’ hedonic motivations and moods- Emotional contagionConsistency Principle- Principle of cognitive consistency:- We value/seek harmony among thoughts, feelings, and behaviors- We will change components to make them consistentCognitive Dissonance and HarmonyThese 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.Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance”- Example: Two cognitive elements about smoking:- “I know smoking causes cancer”- “I smoke cigarettes”- Consumer will resolve the dissonance by either satisfying urge to smoke or stopping the behavior- After buying a product, positive evaluations of the product tend to increaseSelf-Perception TheorySelf-perception theory: we use observations of our own behavior to determine what our attitudes are.DOOR-IN-THE-FACE TECHNIQUE- Person is first asked to do something extreme (which he refuses), then asked to do something smaller.LOW-BALL TECHNIQUE- Person is asked for a small favor and is informed after agreeing to it that it will be very costly.FOOT-IN-THE-DOOR TECHNIQUE- Consumer is more likely to comply with a request if he has first agreed to comply with a smaller requestBalance Theory- Balance theory: considers relations among elements a consumer might perceive as belonging together- Involves triad attitude structures:- Person- Perception of attitude object- Perception of other person/object- Perception can be positive or negative- Balanced/harmonious triad elements- Unit relation and sentiment relationExample: Restoring Balance in a Triad- Alex wants to date Larry; Alex has positive sentiment toward Larry- Larry wears earring; Larry has positive attitude toward earring- Alex doesn’t like men who wear earrings; has negative sentiment toward earringsMarketing Applications of Balance Theory- Why consumers like to be linked to positively valued objects (e.g., buying and wearing fashionable clothing, driving a flashy car)- Marketers use celebrity endorsers of products to create positive
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