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Affect/ Conation Based on Enhance the emotional element

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Presentation on theme: "Affect/ Conation Based on Enhance the emotional element"— Presentation transcript:

1 Affect/ Conation Based on Enhance the emotional element
past emotional associations of product emotional effect of beliefs Enhance the emotional element

2 How do we research attitudes?
With great difficulty In depth interviews Focus groups Questionnaires with scalar answers – Likert Scale

3 Problems in researching attitudes
Bias in responses

4 Measurement of Attitude Components
Beliefs Semantic Differential Scales Good Bad Fast Slow Reliable Unreliable Feelings Likert Scales (Strongly agree … Strongly Disagree) “This product makes me happy.”

5 Measurement Behavioral Intention Rating of likelihood of purchase
May need projection if social desirability affects willingness to admit to product use

6 Attitude Change Strategies, Part I
Change Affect Classical conditioning “Pairing” the brand or product with desired stimulus—e.g., a car with a beautiful woman Attitude toward the ad A likable ad for a brand in a mundane product category—e.g., Energizer Bunny Snuggles (fabric softener) Mere exposure

7 Attitude Change Strategies II
Change behavior (e.g., sampling) Attitudes are inferred from behavior (e.g., I buy the product  I must like it or It must be good) Change Belief Component Change existing beliefs Difficult Advertiser’s motives are suspect Change importance of attributes Add beliefs Change ideal (fashion)

8 Adding Beliefs (True or Not): Examples
Brushing and flossing do not reach all areas of the mouth People under stress need more vitamins Baking soda will reduce odor of refrigerators Using mobile phones causes brain damage.

9 REMINDER Changing currently held beliefs tends to be difficult—people know the marketer has an ulterior motive Adding new beliefs that are not inconsistent with what is already believed may be more effective SHAPING


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