【文章內(nèi)容簡介】
Lars Perner, Instructor 18 Positioning Through Creating Beliefs ? ―It’s not delivery。 it’s De Journo!‖ ? ―WalMart. Always low prices. Always.‖ ? ―I just saved a bunch of money on my auto insurance.‖ ? ―Uum Good!‖ (Campbell’s Soup) BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 19 Multiattribute Models of Attitude ? Attitude puted as a function of multiple attributes weighted for importance: Ab= attitude toward brand b Wi: weight of attribute I Xib: belief about brand b’s performance on attribute I ? Model assumes rationality ? ?? ni ibiXWA 1bCalculations will not be required on the exam. You should know conceptually what this involves conceptually—., weighing importance and intensity of feeling. BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 20 Multiattribute Models ? Caveats – Different segments exist that will weight factors differently—thus, overall averages can be misleading. Separate analyses should be done for different segments of interest. (Segments can be identified by certain statistical techniques). – Individual differences exist in scale intensity—for some, it is much ―easier‖ to be extremely good or extremely bad. – Prior research may be needed to identify issues (dimensions) to be weighted. – Some factors may be intangible—What are the substantive differences between Windows and Apple puters? – Nonpensatory factors—―musthaves‖—may determine final result. ? Applications – Determining ? Overall performance ? Areas of strength and weakness – Comparison to petitors ? Overall ? Areas of strength and weakness REMINDER: PERCEPTIONS ARE NOT NECESSARILY ACCURATE. We are looking to work with what consumers believe. BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 21 Affect ? Based on – past emotional associations of product – emotional effect of beliefs BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 22 Attitude Characteristics ? Availability/accessibility ? Constructed vs. natural ? Strength BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 23 Measurement of Attitude Components ? Beliefs – Semantic Differential Scales – Good Bad – Fast Slow – ReliableUnreliable ? Feelings – Likert Scales (Strongly agree … Strongly Disagree) – ―This product makes me happy.‖ BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 24 Measurement ? Behavioral Intention – Rating of likelihood of purchase – May need projection if social desirability affects willingness to admit to product use BUAD 307 CONSUMER BEHAVIOR Lars Perner, Instructor 25 Attitude Change Strategies, Part I ? Change Affect – Classical conditioning ? ―Pairing‖ the brand or product with desired stimulus—