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Psychology of Marketing & Advertising (Subject) / Chapter 6. How advertising influences buying behavior (Lesson)
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- Attitude-behavior relationship By 1960’s – at least 45 studies: – No relationship between attitude and behavior • Many studies about racial attitudes– For example, does attitude towards an ethnic group • Attitudes unrelated or only slightly related to behaviors Asking the wrong question...Not whether attitudes are related to behavior, but when
- Principle of compatibility Attitude and behavior should be measured at the same level of generality – An action is performed to a given target, in a given context, at a given point in time Attitudes toward a racial group: – Only specifies target – Prejudice can be expressed in different ways • To assess attitude-behavior relationship: – Behavioral index Either both global – Global attitude towards health maintenance – Aggregation of various health protective behaviors • Or both specific – Specific attitudes towards “having regular dental check-ups” – Specific behavior (“regular dental check ups”)
- Behavioral index Behavioral index that aggregates across representative actions, times, and contexts – Such indices correlate highly with global attitudes
- Meta-analysis of compatibility Attitude-behavior correlation: • . 0,13 (low compatibility) 0,54 (high compatibility)
- behavioral intentions intentions mediate impact of attitudes on behavior
- Normative beliefs how reference groups expect us to behave
- Perceived behavioral control Sometimes people lack ability, resources, or willpower third component The extent to which we see performing a behavior as under our control Some behaviors more controllable than others
- Meta-analyses support the basic assumption of the model – Components can predict intentions – Intentions can predict behavior Components: 40% of variance of behavioral intention Intention: 20-28% of variance of behavior
- How do implementation intentions work? – More specific goals than behavioral intentions – Specifying time and context: Context cues highly accessibleremind intention to act – Stronger association between context cues and response – Sometimes, people simply “forget”
- Avoidance goals and implementation intentions – Suppress unwanted response – How can we resist temptation? Identify situations where the risk of yielding to temptation is high Think of coping response that is likely to help resist Cognitively rehearse this situation – Difficulty of the goal: Might be easier for low effort actions – Commitment to the goal: Communicating intentions to the experimenter might be a form of commitment • However, specific goals can help increase commitment – salience of goal violation
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- But what makes an argument strong? First: decide what we want to influence specifically with our commercial / ad If the goal is to influence purchase intention:– Assess what the main determinant of behavior is: • Attitudes?• Subjective norms?• Or perceived behavioral control? Next: identify beliefs which determine target behavior - E.g., phone company switch • Not a matter of money (offer), but rather a matter of hassle (effort)
- Findings of Dual process theories: We need strong arguments to persuade people on issues that are important for them
- Implications for advertising 1. What makes an argument strong? 2. Implementation intentions can be another implication - Hard to be implemented in ads, but possible...E.g., “If you like the taste, next time you’re in the store, make sure to grab some...” - free samples and give situations, dates, times in which they would use sample – Implementation intentions: • More likely to use the product • Use it in more situations – Might help form implementation intentions