Consumer Behavior Shaping Consumers’ Opinions参考.ppt

Advertising Influences Opinion Formation Advertising Claims Advertising Influences Opinion Formation Stronger claims create more favorable product opinions Relevancy makes claims stronger Strength also depends on what the ad conveys about the product’s characteristics and benefits Ad claim substantiation is important in opinion formation Testimonials and product demonstrations are effective ways to substantiate claims Advertising Influences Opinion Formation Search claims: claims that can be validated before purchase by examining information readily available in the marketplace Advertising Influences Opinion Formation Search claims: claims that can be validated before purchase by examining information readily available in the marketplace Experience claims: claims that require product consumption for verification Advertising Influences Opinion Formation Search claims: claims that can be validated before purchase by examining information readily available in the marketplace Experience claims: claims that require product consumption for verification Credence claims: claims whose verification is impossible/unlikely Advertising Influences Opinion Formation Objective claims focus on factual information that is not subject to individual interpretations Subjective claims are ones that may evoke different interpretations across individuals Objective claims are more persuasive than subjective claims Advertising Influences Opinion Formation Advertising Influences Opinion Formation Advertising Executional Elements Other elements play a role in the persuasion process: Pictures Camera angles Typeface Product Endorsers Influence Opinion Formation Association with brand may be reason enough to buy it Endorsers may embody meanings that companies want attached to their brands Endorsers can help shape product opinions in several ways: Product Endorsers Influence Opinion Formation Match-up hypothesis: endorsers are more effective when perceived as appropriate for the product Associat