Marketing Strategy 2008

Consumer behaviour
Seminar 2
Chapter 3 - 7
Affect and
Cognition and Marketing
Strategy

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 Chapter 3
Introduction to Affect and
Cognition

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The Wheel of Consumer Behavior

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 Affect and cognition
• Two types of mental responses to stimuli
in the environment of the consumer
– Affect – feeling responses
– Cognition – mental responses

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Nivåer av affektiv respons

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 The affective system
• The system is reactive
• We do not have direct control of our
emotions
• Affective responses are physically felt
in the body
• The system will responses on
practically all stimuli
• Most responses are learned
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 What is cognition?
• To understand the environment
• To evaluate the environment
• To plan and solve problems to attain
goals
• To compare alternatives and to make
decisions
• Thinking is central for all these
processes
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The relationship between affect and
cognition
• Different opinion among researchers
– Affect and cognition are independent
systems
– Affect depends on cognitive processes
– Affect is the dominating system
– Affect and cognition are heavily
interdependent systems

Reciprocal Determinism!
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A cognitive model of consumer
decision making

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 The three basic cognitive
processes in decision making
• Can be used to identify sequences in the
processes
– Interpretation of stimuli through attention
– Processes of integration that build attitudes,
intensions and decisions
– Processes of memory storing information and
retrieving information

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 Chapter 4
Consumers’ Product
Knowledge and
Involvement

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Knowledge structures in memory
on three levels of aggregation

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 Means-end chains
• The three different types of product
knowledge can be related to a model of
cause and effect
• These models are used commonly to analyse
and understand consumer behaviour
• Methodology: Laddering interviews; Why?
How come? What did you think then? Why?
Using focus groups and depth interviews

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 Laddering
• in-depth, one-on-one structured dialog that
draws out the connections people make
between product attributes, the consequences
of those attributes, and the human values
linked with those consequences (means-end
chain).
• Interviews last between forty-five minutes to
two hours and generally recorded so that
interviewers do not lose the detail of what is
said.
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 Laddering Interview
• Laddering begins by identifying the
most important distinguishing
characteristics of the brand for a given
usage situation and then moving up
and down the means-end chain to get a
complete picture of attribute-
consequence-value identities and
linkages.
• Why is that important to you?

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 Top-of-mind imaging
• The respondent is asked to give one or more
first-thought associations for each of several
brands or product types.
• Then, the respondent is asked why the
characteristic is -a positive or -a negative and
the responses are further probed to uncover
the ladder.
• Top-of-mind imaging identifies the most
conspicuous characteristics of a brand, but
not always the characteristics that
differentiate it from a close competitor.
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 Grouping similar brands
• This method uncovers the way
respondents group products together
and the reasons they use for forming
product groups.
• Then the primary reason for group
membership, either a positive or
negative characteristic, can be elicited
and laddered.

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 Preference and usage
• Comparing brand preference and brand
usage is one of the most direct and
commonly used methods for eliciting brand
distinctions.
• Brands can be ranked with respect to (1)
preference and (2) frequency of use. Then,
brands can be directly compared against
each other based on these rankings using
such questions as, "why did you rank Brand
A higher than Brand X?" and/or "why do you
use Brand B more often than Brand A?"
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 Laddering questions
• "what is it about the brand that makes it
that way?"
• "what is it about the brand that gives you
that benefit?"
• "how can the brand deliver that benefit?“
• "what is the brand missing to give it that
defect?"

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More laddering questions
• "why is that important to you?"
• "how does that help you out?"
• "what do you get from that?"
• "why do you want that?“
• "what happens to you as a result of
that?"

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Even more laddering questions
• "why do you want to avoid that?"
• "why is that negative to you?”
• “how does that interfere with what you
are doing?"
• "what's wrong with that?"

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 General probing techniques
1. Basic probe: Repeat a question.
2. Explanatory probe: “Can you give an
example?” or “Can you explain that?”
3. Focussed probe: “What type of…did you
use?”
4. Silent probe: Keep silent and wait…………….
5. Rephrase the question: “So, the question
was…. What else can you tell me about that?”
6. Giving ideas: “Have you thought about ….?”
7. Mirroring: The interviewer says what the
interviewee has just said in his own words.
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 Laddering Pitfalls
• Respondents often provide generic
answers that have no specific meaning.
For example, "satisfied" can be either
physical (feeling full after a meal) or
psychological (feeling content with oneself.
Likewise, "happy" can have multiple
meanings, including feeling happy about
something accomplished and feeling
happy for another person, and it can have
varying intensity
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 More problems
• Respondents tend to say "it's a habit" or
"I've always done it that way" when they
cannot think or do not want to think of
the reason for their usage or
consumption behavior.

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 Even more problems
• I like it! Although similar to a generic
statement, this phrase occurs frequently in
laddering and can almost always be
handled the same way. For example, the
interviewer -can ask,-"could -you describe
that feeling for me" or "what is it about the
brand that you like."

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Levels in means-end chain

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Exemples of means-end chains

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 Means-end for a Mobile Phone
Values
Preferred end states of being
Preferred modes of behaviour
Psychosocial consequences for the use of product or service
How do I feel?
How do others feel about me?

Functional consequences
Immediate and tangible consequences for using the product or the service

Attributes
Subjective characteristics of the product or the service itself
Physical, tangible characteristics of the product or the service itself

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Knowledge structures in the form of
procedures/scripts

Methodology: Observations using “think and talk”

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Consumer involvement

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An example of a customer typology
• Brand loyalists (high involvement with
brands and product group)
• Routine brand buyers (low involvement
with product group but high with brands)
• Information seekers (high involvement with
product group but low with brands)
• Brand switchers (low involvement with
brands and product group)
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A cognitive model of consumer
decision making

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 Chapter 5
Attention and
Comprehension

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Attention and evaluation
Hierarchy of effects model
• Peter & Olson
– Exposure to Information
• Intentional exposure
• Accidental
– Attention processes
• Subconcious attention
• Focussed attention
– Comprehension
• Fill
– Awareness
– Comprehension
– Conviction
– Action

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 Chapter 6
Attitudes and Intensions

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A cognitive model of consumer
decision making

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 The concept of attitudes
• 1900s concept
• Two basic definitions
– Three components (Fill page 62)
• Cognitive component (learn)
• Affective component (feel)
• Conative component (do)
– One dimensional model (Peter & Olson)
• Positive or negative feeling about an object

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Levels of attitudes

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Beliefs, salient beliefs and attitudes

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Fishbein modell (multiattribute
modell)

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 The Fischbein teory
• Only salient beliefs influences attitudes.
Typically the number of salient beliefs are
not more than 7-9.
• The general attitude is decided by two
factors:
– The link between the characteristic and the
object (Does the object have the desired
characteristic?)
– The evaluation of the characteristics positively
or negatively (Is this good or bad?)
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The employment and staffing company
A Fishbein analysis

• Project in marketing course 2007

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 Factors
• Co-operation between staffing company
and customer company
• Price level
• Competent personnel
• Capacity for quick delivery

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Fishbein´s Modell

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Ao   bi ei
i 1

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Using Attitude Research to Develop
Marketing Strategies

• Make an attribute become salient!

• You need quite some knowledge to decide

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 Theory of Reasoned Action
Attitudes Social processes and Intentions

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 Chapter 7
Consumer Decision
Making

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 En kognitiv modell över
konsumentens beslutsfattande

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The generic model of consumer
decision making

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Problems with the generic model of
consumer decision making
• Consumer behaviour is in reality seldom a
linear process
• Actual consumer behaviour includes
interactions between affective, cognitive
processes, behaviour and stimuli in the
consumer environment
• Consumers face multiple problems to
solve and multiple decisions to make

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The three parts of decision making
• The actual problem
– Goals
– Objetives and sub-objectives
– General product knowledge
• Alternative courses of action
• Decision making criteria
• Integration processes
– Formal decision making models
– Rules of thumb (heuristics)
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Choice of brand

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 Decision models 1
• Compensatory processes
– Fischbein theory (multiattribute models)
• A weakness can be compensated by a strength
• All attributes are evaluated separately
• Attributes and evaluation are added
• The alternative with the highest value is choosen

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 Decision models 2
• Non-compensatory processes
– Conjunctive models
• Only alternative with acceptable levels on all important
attributes are evaluated
– Disjunctive models
• Only alternatives that satisfy a standard level on at least one
characteristic are evaluated
– Lexicographic models
• Attributes are raked and the alternative that has the best
value on the most important attribute is chosen.
• Combinations of non-compensatory and
compensatory models
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 Rules of thumb
• Heuristics for the search process
– Always go to a certain store
– Always study objective product tests first
• Heuristics when evaluating alternatives
– Chose a product with environmental label
– Chose a product with no caffeine, sugar etc…
• Heuristics for the decision
– Buy the same brand
– Buy brands your friends have
– Buy products on sale
– Buy Swedish products

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 The levels of choice behaviour
• Extensive decision making
• Limited decision making
• Routinized choice behaviour

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