Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

An example of a two-sided message

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 2

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Commercial

I did stay at a Holiday Inn

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Message Factors

Rational vs. Emotional Appeals interacts with need for cognition

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Message Factors

Emotional Rationale

Need Cognition

H

L

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 6

Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 7

Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 8

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Commercials

Commercial # 1

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Message Factors

Order of Presentation Primacy Recency

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PERSUASION

Self Persuasion

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Elaboration Likelihood Model

The Central Route In the central route, the consumer focuses on

the most important arguments presented. Elaboration leads the consumer down the

central route to persuasion.

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Elaboration Likelihood Model

Peripheral route In the peripheral route, the consumer gives

little thought to the message. When elaboration is low, the peripheral route

to persuasion influences the consumer.

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 14

Exposure to persuasive

communications (ad)

Higher involvement with product or message

Lower involvement with product or message

Attention:

Focus on the “central” product-related

information

Attention:

Focus on the “peripheral” nonproduct information

Comprehension

•Deeper thoughts about product attributes and consequences

•More elaboration

Comprehension

•Shallow thoughts about

nonproduct information

•Less elaboration

Persuasion

•Product beliefs

•Brand attitudes

•Purchase intention

Persuasion

•Nonproduct beliefs

•Attitude toward ad

•Brand attitude

•Purchase intention

Central route to persuasion

Peripheral route to persuasion

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 15

COMMUNICATION(source, message, channel)

Attention and Comprehension

Low-Involvement Processing

BeliefChange

BehaviorChange

Attitude Change

High-InvolvementProcessing

Cognitive Responses

Belief andAttitude Change

Behavior Change

THE ELABORATION LIKELIHOOD MODEL (ELM) OF PERSUASION

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Types of Elaborations

Counterarguments Source derogations Supportive arguments Curiosity statements

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Questions

In what ways does the elaboration likelihood model help marketers

Would a consumer be more likely to follow a central route or a peripheral route to persuasion when deciding what to book a family vacation? Why?

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Questions

Explain how a marketer might use your answer in previous question to construct an effective ad for a resort?

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

An Organizational Framework for the Study of Consumer Behavior

Consumer

Research

Market Segmentation

Perception

Learning and Memory

Beliefs and Attitudes

Motivation and Emotion

Personality Self-concept, and Lifestyle

Consumer Decision Making

Adoption

Group Influences

Family Influences

Personal Influences

Social Class

Culture and Microculture

Diffusion

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Case Study on Saxonville Sausage

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Questions

What is the current situation How was the research methodology

determined What were the research results What alternative do you recommend and why What tactics should accompany the launch

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Any questions on any material covered?

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

An Organizational Framework for the Study of Consumer Behavior

Consumer

Research

Market Segmentation

Perception

Learning and Memory

Beliefs and Attitudes

Motivation and Emotion

Personality Self-concept, and Lifestyle

Consumer Decision Making

Adoption

Group Influences

Family Influences

Personal Influences

Social Class

Culture and Microculture

Diffusion

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