BU432 Lecture Notes - Lecture 8: Cognitive Dissonance, Decision Rule, Interactive Marketing
BU432
Motivation
Cognitive Dissonance
• Psychological inconsistency between two or more beliefs or behaviours
o E.g., I liked podut X, ut ought podut Y
o E.g., product purchased has pros and cons
• How to reduce dissonance?
o Change attitude to align with choice
▪ Highlight pros, trivialize cons of chosen option
Reducing Conflict
• Sampling, trials, good return policy
• Send follow-up emails to make them feel better about their decision
• In-store employees instilling confidence
• Satisfaction or money-back guarantee
• Highlight benefit over competing product
• Use survey results to confirm
• Meet several needs – low calorie & tastes good
Involvement
Review
• Psychogenic need example: People acquire certain needs in the process of becoming a member
of a culture – need for status, power, affiliation, etc.
Consumer Involvement
• Peeived elevae of a ojet ased o oe’s eeds, values, ad iteests
o The motivation to process information
• Something you use frequently, is more expensive, simplifies, low purchase frequency
• A meaningful purchase
• We process product information in more depth for high-involvement good, meaning our
motivation is up
• Low involvement: passive processing, habitual behavior (inertia)
• High involvement: elaborate processing, passionate intensity (flow)
• Complexity of product will add involvement
Types of Involvement
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Involvement: psychogenic need example: people acquire certain needs in the process of becoming a member of a culture need for status, power, affiliation, etc. Low involvement: passive processing, habitual behavior (inertia: high involvement: elaborate processing, passionate intensity (flow, complexity of product will add involvement. Factors that affect involvement: personal interest in product category, pleasure value of product category, self-concept, probability of bad purchase, perceived risk. Strategies to increase involvement: use novel or prominent stimuli in commercials, co-branding, unusual marketing, celebrity endorsers, build consumer bonds. Maintaining vs. increasing involvement: big brands maintain via occasional advertising or always being well-stocked. Involvement as a moderator: affects all aspects of decision-making, amount of search, # of alternatives, decision rule, post-purchase dissonance, etc, habitual: low risk, frequent purchasing, low involvement, familiar products (opposite for extensive) Affect heuristic: use current emotions in making decisions, producers: appeal to + emotions, use product packaging, charitable donation, social causes (free.
