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Psychology of Marketing & Advertising (Fach) / Chapter 6. How advertising influences buying behavior (Lektion)

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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 accessibleremind 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 

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