BUYER BEHAVIOR

(MGT 462) Vanderbilt University Owen Graduate School of Management Module IV, Spring 2001 Professor Gibbs

Affect and Cognition; Product Knowledge

Last Session
Introduction to Consumer Behavior
Driving Passions video

Adopting a consumer orientation

May be some limits in applying this principle
Marketing of religion?

But generally must get close to consumer

Understanding/insights tactics (recall e.g., Dominos Pizza)

This Session
Casette First aspect of CB to understand: affect & cognition
First sector of P&Os wheel Affect and cognition in general more specifically, knowledge structures and relation to:
Brand image Means-end chains Involvement

Casette

Polo by Ralph Lauren

Affect
Various types of affective response
Emotions Specific feelings Moods Evaluations (tastes)

Somatic component to affect

Physiological arousal Measures: GSR, FFA, blood pressure, pupillometry

Affective system primarily reactive

Responses immediate and automatic Not under voluntary control
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Cognition
Process by which we make sense of the world
And make sense of marketing stimuli
E.g., Suzuki Samurai free insurance

Much cognitive activity not conscious

Nisbett & Wilson (1977)

Affect-Cognition Interaction
Mood influences thinking
E.g., positive mood more inclusive categories

Cognitive appraisal influences emotion

E.g., satisfaction with outcome depends on reference point

Cognition as Information Processing

Decompose information flow
According to hierarchy of effects
Awareness--Knowledge--Liking--Preference--Conviction--Purchase

According to model of consumer decision making (P&O)

Environment (inputs) Knowledge: new and stored Interpretation processes (Attention and Comprehension) Integration processes (Attitudes and Intentions, Decision Making) Behavior (outputs)

Characteristics of processing system

Limited capacity Automaticity
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Knowledge Structures
Associative network
Propositions linked according to how closely they are related in memory Activated portion represents overall meaning of product

Influencing thinking and behavior

Schemas
Strategic activation using cues Symbolic advertising

Scripts
Responsible for cognitive slips

Brand Image
What is brand image? Even for a given set of cues, there is variability in brand, product image
Differences across consumers
E.g., Cadillac

Differences across time

E.g., cigarettes

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Special Knowledge: Attributes and Benefits

Product as bundle of attributes: concrete, abstract Product as bundle of benefits: functional, psychosocial
Consequences of attributes to consumers more relevant than attributes themselves Benefits and costs (perceived risks)
Losses loom large

Segmentation according to benefits

Colgates hair defense

Technological breakthrough: defended hair shaft and cuticle from damage Marketed as therapeutic product with cosmetic end benefits Failed
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Consumers Values
What counts as a benefit depends on consumers values Rokeach classification
Instrumental values = preferred modes of conduct Terminal values = preferred states of being

Consumers core values are central part of their selfschemas

Self-schema = knowledge about oneself cluster of nodes from associative network that refer to ones self
Recall earlier idea of brand image

Marketing efforts based on appeals to values

E.g., oat bran
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Means-End Chains
Pieces of the consumers knowledge structure
Associative links regarding the consumer-product relationship Relate product attributes to consequences to values

Product attribute is viewed as a means to an end

Essence of marketing concept

Idealized means-end chain

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Means-End Chains: Measurement

Identify key attributes
Direct elicitation Sorting task Triad task

Determine progressively higher-order consequences

Laddering technique

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Involvement
Determined by perceived self-relevance
Enduring self-relevance Situational self-relevance

Accounts for consumers reactions to the product

Affective, cognitive and behavioral Coca-Cola fiasco

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Influencing Involvement
Influencing situational self-relevance
Clearance sales and rebates
How useful is this?

Influencing enduring self-relevance

Design products with attributes that are linked to more important values
Based on assessment of consumers means-end chains

Reinforce means-end links via advertising Modify consumers means-end chains?

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Supplementary Reading
Lifestyle marketing:
Thats Not a Skim Latte. Its a Way of Life (New York Times)

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