Description
It talks about the low involvement consumer behavior. It talks about three theories Theory of Passive Learning : Krugman, Theory of Social Judgement: Sherif, Elaboration Likelihood Model: Petty & Cacioppo.
Low-Involvement Consumer Behaviour: Three Theories
• Theory of Passive Learning : Krugman • Theory of Social Judgement: Sherif • Elaboration Likelihood Model: Petty & Cacioppo
Passive Learning
• Television is a low-involvement medium that results in passive learning • The viewer is in a relaxed state and does not pay attention to the message • In this low-inv environment, the viewer does not link the message to her/his needs, brand beliefs, and past experiences • S/He retains info randomly because of repetition of message • As a result, respondent has high recall for the ad, but the ad has little influence on brand attitudes
TV Low-Involvement Medium
• TV ad animate, viewer is inanimate (passive) • Pace of viewing is noncontrollable, and the viewer has little opportunity for reflection, and making connections
• Print Media ; High-Involvement
• Ad is inanimate, viewer is animate • Pace of exposure is within viewer?s control and has more opportunity for reflection and connections
TV
• More effective for low-involvement buying • “The public lets down its guard to the repetitive commercial use of TV. It easily changes its ways of perceiving products and brands, and its purchasing behaviour without thinking very much about this at the time of TV exposure” Krugman • Consumers can change beliefs about a brand, leading to a purchase decision with very little thought and deliberation involved.
Repeat-Effect
• “The first time Michael looks at an ad, he does not see it. The second time he does not notice it. The third time, he is conscious of its existence. The fourth time, he faintly remembers having seen it before.The fifth time, he reads it through and says „Oh brother?. The eight time, he says „ here?s the confounded thing again?.The ninth time, he wonders, if it amounts to anything.The tenth time, he thinks he will ask his neighbour if he has tried it.”
Repeat-Effect
• The eleventh time, he wonders how the advertiser makes it pay.The twelfth time, he thinks perhaps, it?s worth something.The thirteenth time, he thinks it must be a good thing.The fourteenth time, he remembers that he has wanted such a thing for a long time.The fifteenth time, he is tantalised, because he cannot afford to buy it.The sixteenth time, he thinks he will buy it sometime.The seventeenth time, he makes a memo of it.The eighteenth time, he swears at his poverty. The nineteenth time, he counts his money carefully. The twentieth time he sees it, he buys the article” Krugman
TV
• Implications for the nature of advertising • If consumers are passive and disinterested, brand evaluation is unlikely to occur. • Conveying product benefits through an informational approach is unlikely to work • Advertising must use noninformational means such as symbols and imagery to convey the message.
Low/Passive
Vs
High/Active Consumer
Low-Involvement view of a High-Involvement view of passive consumer an active consumer
Learns info at random Info catcher Passive audience for ad: effect of ad strong Buys first. Evaluation(if at all) later Processes info Info seeker Active audience: effect of ad weak Evaluates first, before buying or nonbuying
Seeks acceptable level of satisfaction. Buys the brand least likely to give problems, and based on a few attributes Personality and lifestyle are not related
Seeks to maximise expected satisfaction. Buys the brand that offers the most benefits on multiattribute comparisons Personality and lifestyle are related as the product is closely tied to the identity and belief system
Reference groups have little influence
Reference groups influence b/c of product importance to group norms & values
Theory of Social Judgement (Sherif)
• Described a person?s position on an issue according to his/her involvement with the issue • Identified a Latitude of Acceptance, a Latitude of Rejection, and a Latitude of Noncommitment • A highly involved individual who has a definite opinion about an issue would accept very few other positions (narrow latitude of acceptance, and wide latitude of rejection). • An uninvolved individual would find more positions acceptable , or would have no opinion about the issue (wide latitude of acceptance, and narrow latitude of rejection) • Assimilation effects, and Contrast effects
Assimilation & Contrast
Assimilation Effect A highly involved individual who agrees with a message interprets it as more positive than it actually is. Contrast Effect A message the individual disagrees with is interpreted as more negative than it actually is.
Sherif?s TSJ
• Conforms well to Kugman?s Passive Learning • Uninvolved consumers are willing to consider a wider no. of brands, b/c of a lack of commitment to one or several brands, but they do not search for alternatives. • They are less willing to spend time interpreting ad messages and evaluating brands • They perceive ad with little cognitive activity, and purchase brands in the easiest way possible- by purchasing the most familiar, and repetitively • Satisfactory solution to problem solving Vs the optimal solution
Elaboration Likelihood Model (Petty&Cacioppo)
• About how consumers process info in High and Low Involvement Conditions • A continuum from Elaborate (central) processing to Non-elaborate (peripheral) processing • Degree of Elaboration depends on consumers? motivation to process info • If consumers are more involved, they are more motivated to process info, leading to central, more elaborate processing • Less involved consumers are less motivated to process info, leading to peripheral, nonelaborate processing
ELM
• Motivation to process related to the relevance of the message • The more relevant the message, the more likely that they develop thoughts in favour of or against the content • Similar to Krugman?s • ELM focusses on the consumers? response to the message and the nature of the stimuli that are most likely to persuade the active / passive info processor • Krugman focsses on message exposure and comprehension
Ad Effect
• Involved consumers are more likely to be influenced by the quality and strength (central cues) of message • Less involved consumers are more likely to be influenced by stimuli that are peripheral to the message: colour, background, spokesperson etc • Ads to the involved cons to emphasize on central message on performance • Ads to less involved cons to use peripheral cues that might create a positive environment to stimulate the passive receipt of info
Strategic Implications of Low-Involvement Decision making
Advertising Strategy
•
• • • •
Put money in campaigns of high repetition, and short-duration messages Focus on a few key points than on broadbased info campaign Emphasize visual and nonmessage cues Make ad the primary means of differentiating the product fm competition Make TV, not the print media the primary vehicle for communication
Strategic Implications of Low-Involvement Decision making
Product Positioning • Low-involvement products are positioned to minimise problems • (uninvolved consumers seek acceptable products not optimal ones) • Eg. Plastic wrapper over edible oil pouches Price • Consumers price sensitive ( brand comparisons are unimportant) • Decrease in price; new Schemes; festival sale; In-Store Stimuli • Unplanned purchasers notice instore stimuli such as displays, price deals • Eye-level shelf positions, or in the largest display space get the reminder effect
Cont?d
Distribution • Widespread distribution • In-store availability Product Trial • Induce trial by free sampling, deals and coupons, joint promotions with other products, in-store displays, intensive distribution
Strategic Issues
? Should mkters attempt to increase consumers? involvement for low-involvement products? If so, how? ? Given low involvement, should mkters attempt to shift consumers from a pattern of repetitive buying that reflects inertia to variety-seeking behaviour? ? Should mkters segment markets by degree of involvement so that different strategies are directed to high-involvement, and lowinvolvement consumers for a particular product category?
Social Implications of LICDM
• Environmental protection, Drug abuse • Teenage drinking, AIDS prevention How to increase involvement with societal issues among those least involved? Business, Govt, Consumer groups
doc_665137849.ppt
It talks about the low involvement consumer behavior. It talks about three theories Theory of Passive Learning : Krugman, Theory of Social Judgement: Sherif, Elaboration Likelihood Model: Petty & Cacioppo.
Low-Involvement Consumer Behaviour: Three Theories
• Theory of Passive Learning : Krugman • Theory of Social Judgement: Sherif • Elaboration Likelihood Model: Petty & Cacioppo
Passive Learning
• Television is a low-involvement medium that results in passive learning • The viewer is in a relaxed state and does not pay attention to the message • In this low-inv environment, the viewer does not link the message to her/his needs, brand beliefs, and past experiences • S/He retains info randomly because of repetition of message • As a result, respondent has high recall for the ad, but the ad has little influence on brand attitudes
TV Low-Involvement Medium
• TV ad animate, viewer is inanimate (passive) • Pace of viewing is noncontrollable, and the viewer has little opportunity for reflection, and making connections
• Print Media ; High-Involvement
• Ad is inanimate, viewer is animate • Pace of exposure is within viewer?s control and has more opportunity for reflection and connections
TV
• More effective for low-involvement buying • “The public lets down its guard to the repetitive commercial use of TV. It easily changes its ways of perceiving products and brands, and its purchasing behaviour without thinking very much about this at the time of TV exposure” Krugman • Consumers can change beliefs about a brand, leading to a purchase decision with very little thought and deliberation involved.
Repeat-Effect
• “The first time Michael looks at an ad, he does not see it. The second time he does not notice it. The third time, he is conscious of its existence. The fourth time, he faintly remembers having seen it before.The fifth time, he reads it through and says „Oh brother?. The eight time, he says „ here?s the confounded thing again?.The ninth time, he wonders, if it amounts to anything.The tenth time, he thinks he will ask his neighbour if he has tried it.”
Repeat-Effect
• The eleventh time, he wonders how the advertiser makes it pay.The twelfth time, he thinks perhaps, it?s worth something.The thirteenth time, he thinks it must be a good thing.The fourteenth time, he remembers that he has wanted such a thing for a long time.The fifteenth time, he is tantalised, because he cannot afford to buy it.The sixteenth time, he thinks he will buy it sometime.The seventeenth time, he makes a memo of it.The eighteenth time, he swears at his poverty. The nineteenth time, he counts his money carefully. The twentieth time he sees it, he buys the article” Krugman
TV
• Implications for the nature of advertising • If consumers are passive and disinterested, brand evaluation is unlikely to occur. • Conveying product benefits through an informational approach is unlikely to work • Advertising must use noninformational means such as symbols and imagery to convey the message.
Low/Passive
Vs
High/Active Consumer
Low-Involvement view of a High-Involvement view of passive consumer an active consumer
Learns info at random Info catcher Passive audience for ad: effect of ad strong Buys first. Evaluation(if at all) later Processes info Info seeker Active audience: effect of ad weak Evaluates first, before buying or nonbuying
Seeks acceptable level of satisfaction. Buys the brand least likely to give problems, and based on a few attributes Personality and lifestyle are not related
Seeks to maximise expected satisfaction. Buys the brand that offers the most benefits on multiattribute comparisons Personality and lifestyle are related as the product is closely tied to the identity and belief system
Reference groups have little influence
Reference groups influence b/c of product importance to group norms & values
Theory of Social Judgement (Sherif)
• Described a person?s position on an issue according to his/her involvement with the issue • Identified a Latitude of Acceptance, a Latitude of Rejection, and a Latitude of Noncommitment • A highly involved individual who has a definite opinion about an issue would accept very few other positions (narrow latitude of acceptance, and wide latitude of rejection). • An uninvolved individual would find more positions acceptable , or would have no opinion about the issue (wide latitude of acceptance, and narrow latitude of rejection) • Assimilation effects, and Contrast effects
Assimilation & Contrast
Assimilation Effect A highly involved individual who agrees with a message interprets it as more positive than it actually is. Contrast Effect A message the individual disagrees with is interpreted as more negative than it actually is.
Sherif?s TSJ
• Conforms well to Kugman?s Passive Learning • Uninvolved consumers are willing to consider a wider no. of brands, b/c of a lack of commitment to one or several brands, but they do not search for alternatives. • They are less willing to spend time interpreting ad messages and evaluating brands • They perceive ad with little cognitive activity, and purchase brands in the easiest way possible- by purchasing the most familiar, and repetitively • Satisfactory solution to problem solving Vs the optimal solution
Elaboration Likelihood Model (Petty&Cacioppo)
• About how consumers process info in High and Low Involvement Conditions • A continuum from Elaborate (central) processing to Non-elaborate (peripheral) processing • Degree of Elaboration depends on consumers? motivation to process info • If consumers are more involved, they are more motivated to process info, leading to central, more elaborate processing • Less involved consumers are less motivated to process info, leading to peripheral, nonelaborate processing
ELM
• Motivation to process related to the relevance of the message • The more relevant the message, the more likely that they develop thoughts in favour of or against the content • Similar to Krugman?s • ELM focusses on the consumers? response to the message and the nature of the stimuli that are most likely to persuade the active / passive info processor • Krugman focsses on message exposure and comprehension
Ad Effect
• Involved consumers are more likely to be influenced by the quality and strength (central cues) of message • Less involved consumers are more likely to be influenced by stimuli that are peripheral to the message: colour, background, spokesperson etc • Ads to the involved cons to emphasize on central message on performance • Ads to less involved cons to use peripheral cues that might create a positive environment to stimulate the passive receipt of info
Strategic Implications of Low-Involvement Decision making
Advertising Strategy
•
• • • •
Put money in campaigns of high repetition, and short-duration messages Focus on a few key points than on broadbased info campaign Emphasize visual and nonmessage cues Make ad the primary means of differentiating the product fm competition Make TV, not the print media the primary vehicle for communication
Strategic Implications of Low-Involvement Decision making
Product Positioning • Low-involvement products are positioned to minimise problems • (uninvolved consumers seek acceptable products not optimal ones) • Eg. Plastic wrapper over edible oil pouches Price • Consumers price sensitive ( brand comparisons are unimportant) • Decrease in price; new Schemes; festival sale; In-Store Stimuli • Unplanned purchasers notice instore stimuli such as displays, price deals • Eye-level shelf positions, or in the largest display space get the reminder effect
Cont?d
Distribution • Widespread distribution • In-store availability Product Trial • Induce trial by free sampling, deals and coupons, joint promotions with other products, in-store displays, intensive distribution
Strategic Issues
? Should mkters attempt to increase consumers? involvement for low-involvement products? If so, how? ? Given low involvement, should mkters attempt to shift consumers from a pattern of repetitive buying that reflects inertia to variety-seeking behaviour? ? Should mkters segment markets by degree of involvement so that different strategies are directed to high-involvement, and lowinvolvement consumers for a particular product category?
Social Implications of LICDM
• Environmental protection, Drug abuse • Teenage drinking, AIDS prevention How to increase involvement with societal issues among those least involved? Business, Govt, Consumer groups
doc_665137849.ppt