Chapter Nine: Pages 260 267

Topics:
Sources of Consumer Knowledge
Benefits of Understanding Consumer Knowledge
Study Tip:
Use the following slides as your guide and refer to
the sections in the textbook that cover the topics.
Sources of consumer knowledge
Personal versus impersonal
Business versus non-business controlled
Business sources of knowledge are often viewed with
suspicion
Consumers have more faith in personal knowledge sources
that are not controlled by businesses
Differing credibility of sources
Relative influence of product sources depends on the type of
information conveyed
Experience from buying and consuming a product
Direct experience increases confidence in knowledge and
makes it more likely to be used in making decisions
Companies may adjust their marketing strategies when
targeting consumers lacking direct experience with the
product
Companies need to decide which source to use when
delivering their messages
Essential that the company monitor what is being transmitted
to consumers about them
Benefits of understanding consumer knowledge
- Gauging positioning success
o By examining a products image among target
consumers, a company can determine its success in
achieving the desired image among consumers
- Identifying purchase barriers
o Can occur due to a lack of knowledge
o Knowledge gaps: an absence of information in memory
o Firms need to identify knowledge gaps which undermine
product purchase
o Knowledge gaps may exist for new and existing
products
- Purchase barriers can occur due to inaccurate knowledge
(misperceptions)
o Can occur in many areas including knowledge of the
brand, company, product or products price

o Fixing misperceptions requires changing how the

product in perceived
- Discovering new uses
o Consumers often develop new ways of using a product
o Companies may find that these new uses can be
promoted as a means of broadening a products appeal
- Gauging the severity of competitive threats
o How much do consumers know about competitive
products?
o Understanding what consumers know about competitive
brands can guide marketing activities with respect to
those competitive brands
- Enhancing the effectiveness of customer recruitment activities
o What product changes are needed to attract
competitors customers?
o How might these changes best be accomplished?
Advertising, personal sales or public relations?
o Should sales messages focus on technical information or
easy to understand product attributes?

Consumer Psychology Revision

Chapter 10 Changing consumer attitudes
Attitude change implications from multi attitude models
Three primary ways for changing consumer attitudes:
Change beliefs
Change attribute importance
Change ideal points
Changing consumer attitudes:
Changing beliefs
Firms hope that changing beliefs about products will result in more
favorable product attitudes and influence what consumers buy
If beliefs are false, they need to be brought into harmony with reality
If beliefs are accurate, it may be necessary to change the product
Comparative advertising can hurt beliefs about a competitive brand
Changing attribute importance
Changing an attributes importance is more difficult than changing a belief
How is a brand perceived relative to ideal performance?
Increasing attribute importance is desirable when the competitors brand is
farther from the ideal point than your product
Firms may ask a new attribute
Changing ideal points
Altering consumers preferences for what the ideal product should look like
Estimating the attitudinal impact of alternative changes
How expensive are the product modifications required to change attitude?
Are they possible to accomplish?
How resistant to change are consumers?
What is the potential attitudinal payoff each change might deliver?
Attitude resistance: represents the degree to which an attitude is
immune to change
Consumer Beliefs

Chapter 11 Notes

How core values affect marketing

Define how products are used in a society
Define market relationships
Define ethical behaviour
Changing Values
Societys values change continuously core values relatively permanent
Change in values may alter response to advertising
Value change according to life-cycle (change with age)
Theory of behavioural assimilation
Generational change
Cultural transfusive triad
Changing family influences
In-home, parent-child influence
Divorce rates
Isolated nuclear family
Changing religious influences
Decline in loyalty to religion
Increase in non-Christian religion
Big business
Women more religious
Changing education influences
Increase in formal education
Teaching evolved from memorisation to questions
Digital learning increase

Chapter 12: Pages 355 361

Topics:

Changing Role of Women

Changing Masculine roles

Study Tip:

Use the following slides as your guide and

refer to the sections in the textbook that
cover the topics.
Changing Roles of Woman
Female consumers now outnumber male consumers as
women tend to liver longer than men
Women represent a greater proportion in the population,
improved purchasing ability, and assume greater importance
in the workplace
Female employment is increasing around the world
Employment outside the home increases income and family
buying power, but it may also increase expenditures for
specific items such as child care, clothing, food away from
home and petrol
Women and Time:
As roles outside the home increase, women have less leisure
time
Marketers have developed time-saving products to appeal to
women, including convenience foods
Marketers have also developed products to help women enjoy
the leisure time they do have
Role Overload:
Exists when the total demands on time and energy associated
with prescribed activities of multiple roles are too great to
perform roles adequately or comfortably
As women contribute more to the family income, they expect
in return a more equal division of the household
responsibilities
Marketing to Women
Appealing to the mother category
Different segments exist and they look at advertising, the
Internet, products, time and brands differently
Depending on career orientation, responsibilities in and out of
the home, time pressures, messages and ads need to be
adapted

 Retailers can appeal to women with special services or

extended hours
Changing Masculine Roles
Roles of men in families are changing substantially as well
Men are more involved in family functions and household
activities
Men may buy items traditionally purchased by women
(groceries)
Many men are achieving gender role transcendence and use
products previously seen as feminine

Chapter Thirteen:
Pages 397 399
Topics:
Consumer Decision-Making Process for Innovations
Refer Figure 13.9 (Page 398) Rogers model of
innovations decision process
Study Tip:

Use the following slides as your guide and

refer to the sections in the textbook that cover the

topics.

Rogers Model of Innovation Decision Process

o Knowledge: begins when the consumer receives physical or
social stimuli that gives exposure and attention to the new
product and how it works
o How a person receives and interprets the knowledge is
affected by their personal characteristics
o Persuasion: refers to the formation of favorable or
unfavorable attitudes towards the innovation
o Persuasiveness is related to the perceived risks and
consequences of adopting and using the new product

o Confirmation: during this stage, consumer seek

reinforcement for their innovation decision
o Consumer may reverse previous decision due to conflicting
messages resulting in dissonance
o Discontinuance is a serious concern to marketers who strive
for continued acceptance

Chapter Sixteen:
Pages 475 - 481
Topics:
How Companies Can Help Consumers to Remember
List of Strategies (refer following slides)
Study Tip:
Use the following slides as your guide and
refer to the sections in the textbook that cover the
topics.
How companies can help consumers to remember
- Reminders
o Can be advertising that reminds consumers to buy a
product
o Might be postcards reminding consumers to make an
appointment
o Could be retrieval cues placed on packaging and at the
point of purchase to enhance ad effectiveness
- Repetition
o Companies rely on repetition (showing ads over and
over again) to enhance rehearsal of the ad
o Learning plateaus after a certain number of repetitions
and negative responses may result from seeing an ad
too often
o Repetition may be used within an ad
- Encourage elaboration
o Self-referencing: involves relating a stimulus to ones
own self and experiences
o The number and strength of potential linkages between
new and stored information are enhanced
o Research supports the potential for encouraging self
referencing through advertising copy
- Importance of consistency
o An ad should convey the same meaning through the
brand name, copy and picture by similarities in
presentation

Consistency facilitates remembering

When the ad copy conveys the same meaning as the
name and picture, brand name recall is improved
Use easy-to-remember stimuli
o Concrete words (such as dog or tree) can be visualised
rather easily
o Abstract words (such as equality) are more difficult
to represent visually
o Concrete brand names will be more easily remembered
than abstract brand names
o Brand name suggestiveness: the degree to which
the brand name conveys a brand attribute
o Suggestive brand names can enhance recall of the
brand attribute
o Distinctive stimuli are easier to remember because they
stand out and are less susceptible to interference
o Distinctive brand names and products are more
memorable
Put consumers in a good mood
o Mood influences retrieval
o A positive mood increases the chances of a retrieved
memory being viewed positively
o Ads may use humour or music to influence mood
o
o

Chapter 15 notes

How businesses shape consumers opinions

Product name, Product packaging, Colours, Price perceptions,
Free product samples, Advertising, Product endorsers, Message
framing
Products name influences opinion formation
Meaning derived from name influences opinion formed
Product packaging influences opinion formation
Packaging creates expectations
Package shape is effective at drawing attention
Colour influences opinion formation
Opinions often tied to the product colour
colours used as visual cue to portray something
Price Perceptions
nine-ending prices eg. $19.99 views as $19.00 instead of $20.00
reasonableness of price
Free product samples influence opinion formation
free sample effective when introducing new product
encourage product trial and fosters positive opinions
Advertising influences opinion formation
Informational advertising appeals attempt to influence
consumers beliefs about the advertised product
Emotional advertising appeals try to influence consumers
feelings about the advertised product
Utilitarian advertising appeals aim
to influence consumers opinions about the advertised products
ability to perform its intended function

Value-expressive advertising appeals attempt to influence

consumers opinions about the advertised products ability to
communicate something about the use of the product
Advertising plans stronger claims create favourable product
opinions, relevancy makes claims stronger, testimonials and
demonstrations are effective
Search claims: claims that can be validated before purchase by
examining information readily available in the marketplace
Experience claims: claims that require product consumption
for verification
Credence claims: claims whose verification is
impossible/unlikely
Objective claims focus on factual information that is not
subject to individual interpretations
Subjective claims are ones that may evoke different
interpretations across individuals
Objective claims are more persuasive than subjective claims
Product endorsers influence opinion formation
Endorsers help shape product opinions
Association with brand
Endorsers may embody meaning
Message framing influences opinion formation
Gain-frame messages emphasise what is attained by following a
messages recommendation
Loss-frame messages emphasise potential costs incurred by
ignoring a messages recommendation
The loss-frame is more effective as losses loom larger than gains
(loss aversion)
Loss-frame messages are more effective when consumers are in
a positive mood state
Perceived scarcity influences opinion formation
Creating scarcity can influence consumer behaviour
Scarcity effect: an object is viewed as more desirable as its
perceived scarcity increases
Done by communicating how little of the product is available or
suggesting demand exceeds apply