Consumer Response to Marketing Actions
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Transcript of Consumer Response to Marketing Actions
Chapter 4
Consumer response to marketing actions
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Chapter objectives
• Explain techniques that encourage consumers to act upon marketing activities.
• Explain impulse buying and customer satisfaction as important concepts.
• Apply cognitive dissonance theory to help explain how consumers can respond after purchase.
• Explain involvement and discuss implications of levels of involvement for consumer behaviour and for the relevance of sequential models of response to marketing activity.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Sequential model of marketing
Post-purchase
ActionAttitude
Learning
Perception
Attention
Exposure Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Impulse buying
a sudden but powerful and persistent urge to buy a product offering immediately with diminished regard to the consequences of buying the offering (Rook, 1987)
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Four styles of impulse buying
• Accelerator Impulse
• Compensatory Impulse
• Breakthrough Impulse
• Blind Impulse
Bayley and Nancarrow (1998)
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Four forms of impulse buying
• Pure impulse buying
• Reminder impulse buying
• Suggestion impulse buy
• Planned impulse buy
Stern (1962)
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Airport impulse buying
Illustration
The holiday effect Consumer is going on a holiday with high levels of
excitement and more disposable income is at hand than
normal
The family effect Consumers think of buying gifts for family and friends
The guilt effect Business travellers buying for spouse and children to
compensate for the loss of family time due to business
travel
The reward effect Consumers’ self indulgence
The occasion effect Easter, Christmas, Mother’s Day, Valentine’s Day,
Birthday
The exclusivity effect You can only buy certain products in specific travel
related environment such as airport
The effect of forgetting I forgot to bring my umbrella
The effect of confusion Information overload causing impulse buying
The effect of disposing I need to get rid of some left over foreign currency
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
G Crawford and T Melewar, ‘The importance of impulse purchasing behaviour in the international airport environment’, Journal of Consumer Behaviour, 3:1 (2003), © John Wiley & Sons Limited. Reproduced with persmission.
Customer satisfaction
An attitude/feeling of a customer towards a product or service after it has been used.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Cognitive dissonance
A kind of psychological tension resulting from perceived inconsistencies in cognitions. (Festinger 1957)
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Dissonance example
Take the example reported by Jones (1996) concerning the missing ash-tray from his BMW.
The BMW dealer had forgotten to replace the ashtray after a service, but a chance call to a Lexus dealer resulted in them collecting the ashtray from BMW and delivering it to Jones! Even though he had been a loyal BMW owner for 12 years, this seemingly minor incident over the ash-tray raised dissonance in his mind. The Lexus dealer’s actions suggested to him that there would be less dissonance if he were a Lexus customer, so that’s what he became.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Dissonance reducing strategies in smoking
1. Change one’s behaviour Stop smoking
Change to smoking cigar or pipe
2. Distort the dissonant information
Refuse to accept cancer connection
3. Minimise the importance of the issue
To say there is more chance of death in a car crash
Ignore dissonant information and seek consonant information
Seek social support
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Unethical reassurances from marketers
Overcoming dissonance: healthy women smoke (seeking social support) and it’s good for you! Using positive cognitions.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
© Rbert Opie. Reproduced by Permission
Comparative advertising
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Reproduced by permission of Bird’s Eye, a dicision of Unilever Plc. Illustrated by Anthony Burrill.
Negative advertising
A seminal example of negative political advertising attempting to raise dissonance over the competing political party. Perhaps unfortunately modern political campaigning seems to mostly ’knock’ the opposition parties.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Photograph: Martin Evans
Reassurance
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
© Vauxhall Network Q. Reproduced by permission
Involvement
Consumers can be involved with:
• A brand (e.g. Nokia).
• An Advertisement (e.g. print ad for Nokia).
• A Medium (e.g. the internet).
• A purchase decision (e.g. deciding between alternatives when buying a mobile phone).
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Involvement
• Enduring Involvement• Situational Involvement
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Involvement and hierarchy of effects (sequential) models
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Inertia
Classical Conditioning
Loyalty
Instrumental conditioning
Habit
Less evidence for sequential models
Passive learning
Sequential models
Cognitive learning
Decision Making
Low involvementHigh involvement
Increasing involvement
This advertisement encourages emotional and physical involvement beyond merely eating ice cream…try this for yourself at home
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Source: General Mills UK
Routes to persuasion
High involvement leads to central route to persuasion, which ‘views attitude change, resulting from a person’s diligent consideration of information that she or he feels is central to the true merits of a particular attitudinal position’ (Petty, Cacioppo, and Schumann, 1983, p.135).
Low involvement leads to peripheral route to persuasion whereby consumers pay limited attention to non-product features and feelings. Here the information processing is largely unconscious with no or very limited elaborative activities.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
The FCB Grid
Berger (1986) Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Soft Drinks
Burgers
Washing and Cleaning Products
Low
Sports Car
Cosmetics
Pension scheme
Economy Car
FeelThink
High
MotivesInvolvement
Involvement and Motivation
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
J R Rossiter, L Percy and R J Donovan, ‘A better advertising planning grid’, Journal of Advertising Research, (1992). Reproduced with permission from Cambridge University Press.
Type of motivation
Examples: vacations, fashion clothing, cars
Examples: microwave oven, insurance, home renovations
High-involvement decision-making
Examples: candy, regular beer, fiction novels
Examples: aspirin, light beer, detergent,
Low-involvement decision-making
Transformational
(positive motivations)
Informational
(negative motivations)
Summary• Ways of encouraging consumers to ‘act’ and to respond positively after
purchase. • Impulse buying is pervasive and characteristic feature of most of our
purchases. • Customer satisfaction is a post-purchase attitude like feeling and is an
important theoretical as well as practical concept. • Antecedents of customer satisfaction include expectations, disconfirmation
of expectations, performance, affect, equity and attributions whereas complaining behaviour, negative word of mouth and repurchase intension are outcomes of satisfaction.
• Cognitive dissonance can occur before purchase as well as after purchase and marketing can help reduce dissonance.
• Consumers can become involved with product categories, brands, advertisements, communication mediums and even purchase decisions. Involvement reflects a consumer’s self-relevance and can be enduring, situational and response driven.
Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd