Download - Dissonance
Consumer response to marketing actions
What this session entails
• Explain techniques that encourage consumers to act upon marketing activities.
• Explain impulse buying and customer satisfaction as important concepts.
• Apply cognitive dissonance theory to help explain how consumers can respond after purchase.
• Explain involvement and discuss implications of levels of involvement for consumer behaviour and for the relevance of sequential models of response to marketing activity.
Sequential model of marketing
Post-purchase
ActionAttitude
Learning
Perception
Attention
Exposure
Impulse buying
a sudden but powerful and persistent urge to buy a product offering immediately with diminished regard to the consequences of buying the offering (Rook, 1987)
Four styles of impulse buying
• Accelerator Impulse
• Compensatory Impulse
• Breakthrough Impulse
• Blind Impulse
Four forms of impulse buying
• Pure impulse buying
• Reminder impulse buying
• Suggestion impulse buy
• Planned impulse buy
Airport impulse buying Illustration
The holiday effect Consumer is going on a holiday with high levels of
excitement and more disposable income is at hand than
normal
The family effect Consumers think of buying gifts for family and friends
The guilt effect Business travellers buying for spouse and children to
compensate for the loss of family time due to business
travel
The reward effect Consumers’ self indulgence
The occasion effect Easter, Christmas, Mother’s Day, Valentine’s Day,
Birthday
The exclusivity effect You can only buy certain products in specific travel
related environment such as airport
The effect of forgetting I forgot to bring my umbrella
The effect of confusion Information overload causing impulse buying
The effect of disposing I need to get rid of some left over foreign currency
Customer satisfaction
An attitude/feeling of a customer towards a product or service after it has been used.
Cognitive dissonance
A kind of psychological tension resulting from perceived inconsistencies in cognitions. (Festinger 1957)
Dissonance exampleTake the example reported by Jones (1996) concerning the missing ash-tray from his BMW.
The BMW dealer had forgotten to replace the ashtray after a service, but a chance call to a Lexus dealer resulted in them collecting the ashtray from BMW and delivering it to Jones! Even though he had been a loyal BMW owner for 12 years, this seemingly minor incident over the ash-tray raised dissonance in his mind. The Lexus dealer’s actions suggested to him that there would be less dissonance if he were a Lexus customer, so that’s what he became.
Dissonance reducing strategies in smoking
Change one’s behaviour
Stop smoking .Switch to cigar or pipe
Distort the dissonant information
Refuse to accept cancer connection
Minimise the importance of the issue
To say there is more chance of death in a car crash
Ignore dissonant information and seek consonant information
Seek social support
Unethical reassurances from marketers
Overcoming dissonance: healthy women smoke (seeking social support) and it’s good for you! Using positive cognitions.
© Rbert Opie. Reproduced by Permission
Comparative advertising
Negative advertising
A seminal example of negative political advertising attempting to raise dissonance over the competing political party.
Photograph: Martin Evans
Reassurance
© Vauxhall Network Q. Reproduced by permission
Involvement
Consumers can be involved with:
• A brand (e.g. Nokia).
• An Advertisement (e.g. print ad for Nokia).
• A Medium (e.g. the internet).
• A purchase decision (e.g. deciding between alternatives when buying a mobile phone).
Involvement
• Enduring Involvement• Situational Involvement
Involvement and hierarchy of effects (sequential) models
Inertia
Classical Conditioning
Loyalty
Instrumental conditioning
Habit
Less evidence for sequential models
Passive learning
Sequential models
Cognitive learning
Decision Making
Low involvementHigh involvement
Increasing involvement
This advertisement encourages emotional and physical involvement beyond merely eating ice cream…try this for yourself at home
Source: General Mills UK
Routes to persuasion
High involvement leads to central route to persuasion, which ‘views attitude change, resulting from a person’s diligent consideration of information that she or he feels is central to the true merits of a particular attitudinal position’ (Petty, Cacioppo, and Schumann, 1983, p.135).
Low involvement leads to peripheral route to persuasion whereby consumers pay limited attention to non-product features and feelings. Here the information processing is largely unconscious with no or very limited elaborative activities.
The FCB Grid
Berger (1986)Evans, Jamal, Foxall, Consumer Behaviour© 2006 John Wiley & Sons, Ltd
Soft Drinks
Burgers
Washing and Cleaning Products
Low
Sports Car
Cosmetics
Pension scheme
Economy Car
FeelThink
High
MotivesInvolvement
Involvement and Motivation
Type of motivation
Examples: vacations, fashion clothing, cars
Examples: microwave oven, insurance, home renovations
High-involvement decision-making
Examples: candy, regular beer, fiction novels
Examples: aspirin, light beer, detergent,
Low-involvement decision-making
Transformational(positive motivations)
Informational(negative motivations)
Summary• Ways of encouraging consumers to ‘act’ and to respond positively after
purchase. • Impulse buying is pervasive and characteristic feature of most of our
purchases. • Customer satisfaction is a post-purchase attitude like feeling and is an
important theoretical as well as practical concept. • Antecedents of customer satisfaction include expectations, disconfirmation
of expectations, performance, affect, equity and attributions whereas complaining behaviour, negative word of mouth and repurchase intension are outcomes of satisfaction.
• Cognitive dissonance can occur before purchase as well as after purchase and marketing can help reduce dissonance.
• Consumers can become involved with product categories, brands, advertisements, communication mediums and even purchase decisions. Involvement reflects a consumer’s self-relevance and can be enduring, situational and response driven.