Download Consumer psychologists

Matakuliah : L0064 / Psikologi Industri &
Organisasi 1
Tahun
: 2007 / 2008
Psikologi Konsumen
Pertemuan 22 & 23
Learning Objectives
After reading this chapter, you should be able to:
1. Describe the scope of consumer psychology,
what consumer psychologists do, and where
they work
2. Describe the research methods used by
consumer psychologists
3. Describe the nature and scope of advertising
4. Explain the relationship between consumer
behavior and motivation
Types of Advertising
• Consumer awareness
– Create and maintain public awareness of company and
products
• Product image
– Differentiate product through images, symbols or
feelings
• Institutional advertising
– Company is good neighbor and public benefactor
• Informational advertising
– Help consumer make more intelligent choices
• Advertising placement
– Selection of medium
Consumer Psychologists
• Consumer psychologists are concerned with the
interactions between consumers and
organizations
• A survey of consumers reported
– 54% deliberately avoided over-hyped products
– 60% had more negative attitude about advertising than
in past
– 61% thought exposure to ads was out of control
– 69% were interested in ad blockers
– 45% felt marketing detracted from quality of life
Research Methods
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Surveys and public opinion polls
Focus groups
Motivation research
Behavioral observation of shopping
Brand identification and preference research
Testing reactions to advertising
Research Methods
• Surveys and public opinion polls
– Subject to intentional and unintentional distortion
– Telephone survey response rates declined significantly
since caller-id and Do Not Call lists
– Online surveys growing in use due to cost effectiveness
and ease of use
• Focus groups
– Paid participation of 8 to 12 group members who meet
to describe their reactions to products, advertisements,
or issues
– May be face-to-face or virtual meetings
Research Methods
• Motivation research
– Developed by Ernest Dichter (1907-1992)
– Helped General Mills gain consumer acceptance of
instant cake mixes by having consumers add fresh
eggs to make them feel they were doing something
– Projective tests like the Rorschach help understand
behavior – still low in reliability and validity
• Behavioral observations of shopping behavior
– Most accurate method for gauging consumer behavior
– Observe actual behavior
– Costly, time consuming, lacks experimental control
Research Methods
• Brand Identification and Preference Research
– How well consumers recognize, identify, or recall
products
– Studies consistently show that most people
cannot tell product brands apart without labels or
distinctive packaging
– Researchers have concluded that many
consumer preferences and loyalties are based on
factors other than the product’s taste or other
intrinsic qualities
Testing Reactions to Advertising
• The most direct approach is to ask people for
their reactions to an advertisement
• It is necessary that the respondents be a
representative sample of the population for
whom the product is intended.
• Aided recall technique - A test of advertising
effectiveness to determine the extent to which
ad content can be recalled. The interviewer aids
the recall by asking specific questions.
Testing Reactions to Advertising
• Recognition technique - A technique for testing
advertising effectiveness by asking people if
they recognize a particular ad, where they saw
it, and what they can recall about it.
• Physiological measures - Because TV
commercials are designed to elicit an emotional
response in viewers, physiological measures of
those emotions are an effective way to measure
a commercial’s effectiveness
– Electromyography (EMG)
Testing Reactions to Advertising
• Sales test technique - A way of testing the
effectiveness of an advertising campaign by
introducing the new advertising in selected test
markets
• Coupon returns - The effectiveness of magazine
and newspaper advertising can be tested by
evaluating coupon returns
– Coupon returns may indicate the attention getting
value of an ad, but they do not provide a direct
measure of the ad’s impact on sales
The Nature and Scope of Advertising
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Types of advertising
Types of appeals
Trademarks
Product image
Product packaging
Sex in advertisements
Effectiveness of advertising campaigns
Advertising on the web
Types of Advertising Appeals
• Celebrity endorsements
– Significant decrease in star’s credibility as number of products
endorsed increase
• Positive and negative appeals
– Positive appeals suggest something good will happen to you if you
use the product, while negative appeals indicate something bad
will happen to you if you do not use product
– Negative appeals are effective for certain types of products, but
they do not work when the consequences are overly unpleasant
– Shock appeals significantly increase retention and recognition
• Implied superiority
– The superiority of one product over its competitors is not stated
directly but is inferred by the consumer
Trademarks
• A familiar trademark can facilitate advertising
because it serves as a symbol of the feelings and
images associated with the product
• Some trademarks become generic for a category of
products
– e.g., Kleenex, Fedex, Xerox
• Some mistakes…
– Chevy Nova marketed in Mexico means “doesn’t go” in
Spanish
– “Finger lickin’ good” means “eat your fingers off” in
Chinese
– “Nothing sucks like an Electrolux….”
Product Image
• Image is the ideas, thoughts, and feelings we
associate with that product’s “personality”
• Sometimes product image is transmitted by a
symbol
• The most difficult problem in developing a
product image is determining the qualities that
will attract potential buyers
– Group interviews
– More objective approach is an adjective checklist
Product Packaging
• Package is that part of the product consumers see
at the critical point of sale; the moment when they
decide to purchase it or not
• Consumer attitudes are often shaped not by the
quality of an item but by the wrapping in which it is
offered
• A package must reinforce the product’s image or
personality as established by its ad campaign
• Packaging accounts for more than one-third of the
cost of most supermarket items
Sex in Advertisement
• The value of sexy images in ads has been accepted
on faith, with little empirical research support
• Sex appeal does have a high attention-getting value
• The ad’s content featuring sexy pictures is normally
read more often by members of the same sex as
the picture
• Low recall for ads with sexy images
• People enjoy looking at the adds, but do not
remember the product
Effectiveness of Ad Campaigns
• Research on TV ad campaigns consistently
shows that most people dislike commercials
• Viewers typically watch less than half of the
commercials broadcast
• Three types of viewers have been identified:
– Channel nomads – surf looking for interesting show
– Mental nomads – multi-tasking while watching TV
– Physical nomads – watch bits of shows as they pass
from room to room
Effectiveness of Ad Campaigns
• In one study, participants forgot one third of
what they had seen immediately afterward.
– Forgot or misunderstood 75% by next day
• Recall for ads in movie theaters higher than for
TV commercials
• Ads people liked were easier to recall than
those they did not like
• The effectiveness of ad campaigns can be
influenced by the context in which the ad
appears
Advertising on the Web
• The Internet is providing a new way for advertisers
to spread their messages
– The effectiveness of banner ads is still undetermined
• 40% use internet primarily for shopping
• Men shop online more often than women
• Convenience and price reported as major
advantages of online shopping
• Complexity of website has negative effect on ad
effectiveness
• 85% frustrated with internet customer service
Consumer Behavior and Motivation
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Brand placement
Buying habits and brand loyalty
Product pricing
Advertising to ethnic groups
Advertising to children and adolescents
Advertising to older persons
Advertising to the gay community
Brand Placement
• Advertising within the context of a show or event
– Budweiser ad on a race car
– Chevrolet Corvette in a movie
• Studies indicate when lead character in a movie is
shown using a product, viewer recall of that brand
increases
• Affects both children and adults
Buying Habits and Brand Loyalty
• Many of the stores in which we shop and the
products we buy are selected on the basis of
habit
• Studies show consumer loyalty to major brands
can remain unchanged up to 8 years
– Parents pass loyalties on to their children
• It can be difficult to distinguish between buying
habits and brand loyalty
• The consumer is relatively impervious to ads for
competing brands
Product Pricing
• The price of a product can be an important
influence on buying behavior, independent of
advertising and the quality of the product
• Consumers frequently believe higher price
means higher quality
• However, some consumers do not pay attention
to price, particularly for staple items such as
cereal, coffee and soft drinks, and cannot
accurately report price
Advertising to Ethnic Groups
• Research shows that ethnic groups differ in terms of
consumer values, attitudes, and shopping behavior
• Blacks
– Spend more money than do Whites with comparable
incomes for clothing, food, housing, and medical care
– General distrust of advertising, although greater trust
for ads in Black-centered media
– Family and friends important source for buying
decisions
– Look to media and movies for styles that indicate
success
Advertising to Ethnic Groups
• Hispanics
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Largest U.S. minority group
Show positive attitudes toward advertising
Those fluent in English still like to watch TV in Spanish
Large organizations have made direct appeals in
Spanish
• Asian-Americans
– Fastest growing segment of U.S. population
– Typically affluent, well educated, and likely to hold hightech jobs
– Focus on quality and remain loyal
Advertising to Children and Adolescents
• The 4 to 12 age group contains approximately
35 million children with control over some $15
billion in disposable income
• Major spending categories are shoes, clothing,
breakfast foods, soft drinks and snacks
• Primary method of advertising is through
electronic media
• Children exposed to 40,000 commercials a year
• Children 2 to 18 spend almost 40 hours a week
with some sort of electronic medium
Advertising to Children
• Marketing to children uses techniques such as
– Placing products on lower supermarket shelves,
– Airing cartoon commercials on children’s TV programs, and
– Distributing in schools pencils, magazines, and book covers
featuring a product’s name or logo
Advertising to Adolescents
• Teenagers spend an estimated $30 billion a
year on clothing, cosmetics, and other personal
items such as video and audio tapes and CDs
• They have also assumed responsibility for a
great deal of routine household spending
• Advertisements oriented toward children under
18 are controversial, and many parents and
consumer groups have voiced their complaints
Advertising to Older People
• Currently 76 million consumers over age 50
– Expected to constitute more than one third of the
population by 2020
• People over 50 have half the discretionary income
in the United States
– Those over 65 have twice the discretionary income of
25-34 year olds in prime earning years
• Retired people over 65 are a large market for
clothing, home furnishings, travel, entertainment,
and health care products and services
Advertising to the Gay Community
• Gays and lesbians are better educated and
more affluent than the general population
• They tend to prefer shopping from “gay friendly”
organizations
• Generally do not believe advertising and
describe most of it as condescending to gays
and lesbians
• Prefer reading Wall Street Journal, Sports
Illustrated and National Geographic
• Watch Letterman, CNN and 60 Minutes