ConsumerBehaviorShapingConsumers’Opinions幻灯片.pptVIP

The Peripheral Process of Opinion Formation The attractive picture caused subjects to develop more favorable product opinions than did the unattractive picture when thinking about the product’s merits was minimal When thinking was more likely, opinions were unaffected by the pictures Influence of Biased Processing Other factors may bias or alter information processing and cause a change in how the information is interpreted Expectations and mood states may bias information The “Broken B” Stimulus: Prior Expectations Affect Perceptions Opinion Change Opinion Change Any subsequent modification in an existing opinion represents opinion change Opinion Change Any subsequent modification in an existing opinion represents opinion change Whenever consumers have opinions that may prevent them from buying a product, businesses may strive to change consumers’ opinions Opinion Change The need to change consumers’ product opinions often arises for mature products Opinion Change The need to change consumers’ product opinions often arises for mature products Sometimes changing consumers’ opinions requires improving or changing the product itself (updating its image, packaging or claims) Opinion Change The differential threshold: the smallest change in stimulus intensity that will be noticed Just noticeable difference (jnd) Weber’s law: achieving jnd depends on more than simply the absolute amount of change Consumers will perceive a $1.00 discount as significant if it is on a $2.00 item, but not for a $100 item The Difficulty of Changing Consumers’ Opinions Influencing opinions at the time they are formed is easier than changing preexisting opinions, especially if they are confident Consumers’ resistance to change varies from opinion to the next and depends on whether it is based on direct or indirect experience The Danger of Changing Consumers’ Opinions Making changes can improve the opinions of some but harm the opinions of others Changes in a products’ image may attract one s