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THE ROLE OF PERSUASION IN INTEGRATED MARKETING COMMUNICATIONS Answers to Discussion Questions Explain the cognitive, affective, and conative attitude components. Provide examples of each using your attitude toward the idea of personally pursuing a career in selling and sales management. Contrast the high involvement (standard learning) hierarchy with that of the low involvement one. Answer: Depending upon their attitudes toward sales but each explanation should include components of feeling, thinking, and doing and follow the low and high involvement hierarchies in terms of the order of think, feel, do or do, feel, think. Let's break down the components of attitude and apply them to the idea of pursuing a career in selling and sales management: 1. Cognitive Component: This refers to the beliefs, thoughts, and knowledge a person has about the attitude object. In the context of pursuing a career in selling and sales management, the cognitive component might involve thoughts about the skills required, the potential income, job stability, and the demand for sales professionals. Example: You may believe that a career in sales management offers opportunities for growth, networking, and financial success based on your research and understanding of the field. 2. Affective Component: This relates to the emotional or feeling aspect of the attitude. It involves the individual's emotions and feelings associated with the attitude object. For a career in selling and sales management, the affective component might involve feelings of excitement, enthusiasm, anxiety, or apprehension. Example: You might feel excited about the prospect of building relationships, meeting new people, and achieving sales targets, but also anxious about the pressure to perform and the potential for rejection. 3. Conative Component: This involves the behavioral intention or inclination to act in a certain way towards the attitude object. It reflects the individual's tendency to behave in a particular manner based on their attitude. In the case of pursuing a career in selling and sales management, the conative component might involve intentions to seek out job opportunities, pursue relevant education or training, and actively engage in networking activities. Example: You might actively seek out job openings in sales and sales management, enroll in relevant courses or workshops to develop your skills, and network with professionals in the field to explore potential opportunities. Now, let's contrast the high involvement (standard learning) hierarchy with the low involvement one: High Involvement (Standard Learning) Hierarchy: In this model, consumers are highly involved in the purchase decision process. They actively seek out information, evaluate alternatives, and make rational decisions based on careful consideration of product attributes and benefits. This hierarchy consists of three stages: cognition (awareness and knowledge), affect (evaluation and liking), and conation (action and purchase). Example: When considering a high-involvement purchase like a car, consumers may extensively research different models, compare features and prices, and seek recommendations from friends or experts before making a decision. Low Involvement Hierarchy: In contrast, low involvement hierarchy suggests that consumers have low involvement or motivation to process information extensively. They may make decisions based on limited information, habit, or impulse. This hierarchy consists of the conation (action and purchase) stage first, followed by cognition (awareness and knowledge) and affect (evaluation and liking). Example: Purchasing everyday items like toothpaste or snacks often follows a low involvement hierarchy. Consumers may simply grab familiar brands without much thought or consideration of alternatives. Only after repeated purchases or dissatisfaction might they begin to seek out more information or evaluate other options. Distinguish between message arguments and peripheral cues as fundamental determinants of persuasion. Provide several examples of each from actual television commercials or other advertisements. Answer: The message arguments should be primary selling points and may include evidence to support the arguments. The peripheral cues will be components not directly related to the selling points such as music and endorsers. Message Arguments: Message arguments refer to the substantive content of a persuasive message. They involve presenting logical reasons, evidence, and convincing arguments to persuade the audience. These arguments typically focus on the central attributes or benefits of the product or idea being promoted. Examples: • Advertisement for a Smartphone: The commercial emphasizes the phone's features such as its camera quality, battery life, and processing speed. It may showcase comparison tests with other phones or highlight customer reviews praising its performance. • Advertisement for a Laundry Detergent: The commercial presents scientific data or testimonials from experts to demonstrate the detergent's cleaning power and effectiveness in removing tough stains. Peripheral Cues: Peripheral cues are non-substantive elements of a persuasive message that influence attitudes or behaviors indirectly. They may include superficial aspects such as the attractiveness of the spokesperson, the use of humor, or the presence of emotional appeals. Peripheral cues work by affecting the audience's feelings or associations rather than directly addressing the central arguments. Examples: • Celebrity Endorsement: An advertisement for a luxury watch features a famous actor or athlete wearing the watch, associating the product with qualities like success, status, and sophistication. • Emotional Appeal: A commercial for a charity organization shows heartwarming scenes of people in need, accompanied by emotional music and a plea for donations. The focus is on evoking empathy and compassion rather than providing detailed information about the charity's mission or impact. • Scarcity or Urgency: An advertisement for a limited-time sale emphasizes phrases like “Act now!” or “While supplies last!” to create a sense of urgency and encourage immediate action without necessarily highlighting the product’s features or benefits. In summary, while message arguments rely on substantive content and logical reasoning to persuade, peripheral cues leverage emotional, social, or situational factors to influence attitudes and behaviors indirectly. Both can be effective strategies in advertising, depending on the audience’s motivations and decision-making processes. Receiver involvement is the fundamental determinant of whether people may be persuaded through a central or a peripheral route. Explain. Answer: The more involved a person is the more likely they will have high elaboration likelihood. High EL uses the central route. There are three general strategies for changing attitudes. Explain each, using, for illustration, consumers’ attitudes toward a fast-food chain of your choice (McDonald’s, Burger King, KFC, etc.). Answer: To change someone’s attitude one can use the central route, the peripheral route, or a dual route. For instance, a fast-food chain which seeks to change a negative attitude against it may provide documentation on how healthy the food is (central route) or it may use a popular spokesperson (peripheral route) or it may do both. Assume that your target audience is composed of people who can afford to purchase a “hybrid” automobile such as the Chevy Volt, Honda’s Insight, or Toyota’s Prius. (Note: Hybrid automobiles are high-mileage cars that combine efficient gasoline engines with electric motors powered by batteries.) Assume that your target audience is composed of people who have negative attitudes toward hybrid vehicles. Using material from the chapter, how would you attempt to change their attitudes if you were the advertising agency responsible for this campaign? Be specific. Do the same for all-electric vehicles, such as the Nissan Leaf. Answer: The explanations should follow the ELM and may also reference the six tools of influence. To change the negative attitudes of the target audience towards hybrid vehicles like the Chevy Volt, Honda's Insight, or Toyota's Prius, the advertising campaign would need to focus on addressing their concerns and highlighting the benefits of hybrid technology. Here's how: 1. Education about Hybrid Technology: • Create advertisements that educate the audience about how hybrid technology works and its benefits, such as improved fuel efficiency, reduced emissions, and cost savings on fuel. • Use clear and simple language to explain concepts like regenerative braking, electric motor assist, and how hybrids switch between gasoline and electric power. 2. Performance and Reliability: • Showcase the performance and reliability of hybrid vehicles through testimonials, expert reviews, and real-world driving experiences. • Highlight features like smooth acceleration, responsive handling, and long-term durability to dispel any misconceptions about hybrid cars being sluggish or unreliable. 3. Environmental Impact: • Emphasize the environmental benefits of hybrid technology, such as reducing greenhouse gas emissions and dependence on fossil fuels. • Use visuals of clean air, pristine natural landscapes, and happy families to evoke emotions and associate hybrid vehicles with sustainability and eco-consciousness. 4. Cost Savings and Incentives: • Highlight the potential cost savings of owning a hybrid vehicle, including lower fuel expenses, tax incentives, and reduced maintenance costs. • Provide comparisons with traditional gasoline-powered vehicles to demonstrate the long-term financial advantages of choosing a hybrid. For all-electric vehicles like the Nissan Leaf, the advertising campaign would need to address similar concerns and highlight the unique advantages of electric propulsion: 1. Range and Charging Infrastructure: • Address concerns about range anxiety by showcasing the extended range and improved battery technology of electric vehicles like the Nissan Leaf. • Highlight the growing network of charging stations and advancements in fast-charging technology to make long-distance travel more convenient and accessible. 2. Performance and Driving Experience: • Highlight the instant torque and smooth acceleration of electric vehicles, offering a responsive and enjoyable driving experience. • Use testimonials from satisfied owners to showcase the quietness, comfort, and convenience of electric propulsion. 3. Environmental Benefits: • Emphasize the zero-emission nature of electric vehicles and their contribution to improving air quality and reducing carbon emissions. • Appeal to eco-conscious consumers by positioning electric vehicles as a sustainable transportation solution for a greener future. 4. Cost Savings and Incentives: • Showcase the potential cost savings of owning an electric vehicle, including lower fuel expenses, reduced maintenance costs, and available government incentives. • Provide comparisons with traditional gasoline-powered vehicles to illustrate the long-term financial benefits of going electric. By addressing the concerns of the target audience and highlighting the benefits of hybrid and all-electric vehicles, the advertising campaign can effectively change negative attitudes and encourage adoption of these environmentally friendly transportation options. Have you personally experienced unethical persuasive efforts from marketing communicators? Under what circumstances would you most expect to find unethical marketing communications, and when would unethical communications most likely be effective in marketing? Draw upon the integrated model of persuasion (e.g., ELM, see Figure 7.4) in forming your answer. Answer: The tools of influence and the ELM. Students may note the need to use counterarguments when dealing with unethical marketing. As an AI language model, I don't have personal experiences, but I can discuss unethical persuasive efforts in marketing communications. Unethical persuasive efforts from marketing communicators can take various forms, such as false advertising, misleading claims, manipulation of emotions, or exploitation of vulnerabilities. These tactics can be particularly harmful when they deceive or manipulate consumers into making decisions that are not in their best interests. Circumstances where unethical marketing communications might be expected include: • Highly Competitive Industries: In industries where competition is intense and market share is crucial, some companies may resort to unethical tactics to gain a competitive advantage over rivals. • New or Emerging Markets: In markets where consumers are less informed or have limited knowledge about products or services, there may be greater opportunities for unethical marketers to exploit gaps in consumer understanding. • Targeting Vulnerable Populations: Unethical marketers may target vulnerable populations such as children, elderly individuals, or individuals with limited financial literacy or cognitive abilities who are more susceptible to manipulation. • Pressure to Achieve Sales Targets: In environments where marketers are under pressure to meet sales targets or performance metrics, there may be a temptation to engage in unethical behaviors to achieve short-term gains. Unethical communications are most likely to be effective in marketing when they target individuals who are not critically evaluating the messages they receive. Drawing upon the integrated model of persuasion, such as the Elaboration Likelihood Model (ELM), unethical communications may be effective under conditions of low elaboration or peripheral processing. In the ELM framework, peripheral processing occurs when individuals are not motivated or able to engage in detailed scrutiny of persuasive messages. Instead, they rely on peripheral cues such as attractiveness of the source, emotional appeal, or surface-level characteristics of the message. Unethical marketers may exploit this by using persuasive tactics that appeal to peripheral cues rather than substantive arguments. For example, unethical marketers might use celebrity endorsements, emotional manipulation, or flashy visuals to capture attention and influence attitudes without providing factual information or logical reasoning. This can be particularly effective when targeting audiences who are easily swayed by superficial cues or when individuals are in a hurry and make decisions impulsively without careful consideration. Overall, unethical marketing communications are most likely to succeed when they exploit vulnerabilities in the audience's cognitive processing and rely on peripheral cues to influence attitudes and behaviors. However, these tactics can erode trust in brands and have long-term negative consequences for both consumers and businesses. In the discussion of the influence tactic of reciprocation, you were introduced to the concept of contingency, or “it-depends,” thinking. What “it-depends” factors best explain when the scarcity tactic would and would not be effective? Answer: Whether and when a tactic is effective depends upon the circumstances and the characteristics of the people involved. Scarcity would likely be most effective when the item in scarce supply is desirable to the consumer. Assume that you are on the fundraising committee for a non-profit institution. Explain how in this situation you could use each of the six influence tactics discussed in the text. Be specific. Answer: Student responses should refer to the six tactics of reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Prospective donors might receive a gift and be inspired to reciprocate with a donation. They might be asked to make a pledge (commitment). They might be invited to participate by someone they like. They may feel that time is running out to save the cause (scarcity). They might be told of the importance of the charity by someone in a position of authority. All of these tactics could encourage donations. Describe the similarity between the concept of elaboration and active synthesis, which was explained in the prior chapter. Answer: Elaboration means to think about content. Synthesis involves making sense of the content. Both concepts are very similar. Locate two advertisements that illustrate exemplar-based learning and provide detailed explanations as to how specifically your chosen advertisements facilitate exemplar-based learning. Answer: Exemplar-based learning involves learning from specific examples or instances rather than abstract rules or concepts. Here are two advertisements that illustrate exemplar-based learning: Advertisement 1: Nike's "Dream Crazy" Campaign Nike's "Dream Crazy" campaign, featuring former NFL quarterback Colin Kaepernick, is a prime example of exemplar-based learning. In the ad, Kaepernick narrates a message of empowerment and perseverance, urging viewers to pursue their dreams despite obstacles. The ad showcases various individuals, including athletes and activists, who have overcome adversity to achieve success. Facilitation of Exemplar-based Learning: 1. Use of Real-Life Examples: The ad features real-life examples of individuals who embody the message of "Dream Crazy," such as Serena Williams, LeBron James, and Shaquem Griffin. By showcasing these individuals' stories and achievements, the ad provides concrete examples for viewers to emulate. 2. Narrative Storytelling: Kaepernick's narration weaves a narrative that emphasizes the importance of determination, resilience, and self-belief. Through storytelling, the ad conveys the idea that success is attainable through hard work and perseverance, inspiring viewers to identify with the exemplars and adopt similar attitudes and behaviors. 3. Visual Imagery: The ad incorporates powerful visual imagery, including footage of athletes pushing their limits, overcoming challenges, and celebrating victories. These images serve as vivid examples of the campaign's message, reinforcing the idea that success is achievable through dedication and effort. Advertisement 2: Coca-Cola's "Share a Coke" Campaign Coca-Cola's "Share a Coke" campaign is another example of exemplar-based learning, albeit in a different context. In this campaign, Coca-Cola replaced its logo on bottles and cans with popular names and phrases, encouraging consumers to share personalized bottles with friends and loved ones. Facilitation of Exemplar-based Learning: 1. Personalization: By featuring individual names and personalized messages on its products, Coca-Cola creates a sense of personal connection and relevance for consumers. Seeing their own name or the name of a loved one on a Coke bottle serves as a tangible example of the campaign's message of sharing and connection. 2. Social Proof: The campaign leverages social proof by showcasing images of people sharing personalized Coke bottles in various social settings, such as parties, picnics, and gatherings. These images serve as examples of how others are engaging with the product, encouraging viewers to emulate similar behavior. 3. Emotional Appeal: The campaign taps into emotions by associating the act of sharing a Coke with moments of joy, friendship, and togetherness. Through emotional storytelling and evocative imagery, the ad demonstrates how sharing a Coke can create meaningful connections and positive experiences, providing a compelling example for viewers to follow. In both of these advertisements, exemplar-based learning is facilitated through the use of real-life examples, narrative storytelling, visual imagery, personalization, social proof, and emotional appeal. By presenting concrete instances of the desired behavior or attitude, these ads effectively encourage viewers to learn from and emulate the exemplars portrayed, thereby reinforcing the campaign's message and objectives. Pretend you are in charge of advertising for an online retailer. You know that consumers have positive evaluations for the convenience of online shopping but many are distrustful of unknown retailers and of giving out credit card numbers online. Using material from this chapter, explain how you would attempt to change consumers’ attitudes about the risks of online shopping. Visit several actual online retailers and describe instances where the retailers have addressed consumers’ risk perceptions. Answer: To change attitudes on something of this level of risk, central route processing should be used. Student answers should identify credible content which could illustrate safety. To address consumers' concerns about the risks of online shopping, such as distrust of unknown retailers and apprehension about sharing credit card information, I would implement several strategies informed by principles from the persuasion literature. Here's how I would approach it: 1. Establish Trustworthiness and Credibility: - Highlight the retailer's trustworthiness and credibility through various means, such as displaying security certifications, trust seals, and customer reviews prominently on the website. • Utilize endorsements from reputable third-party organizations or industry experts to vouch for the retailer's reliability and security measures. • Implement transparent policies regarding data privacy, security measures, and customer support to reassure shoppers about the safety of their personal information and transactions. 2. Reduce Perceived Risk: • Offer guarantees and warranties to alleviate consumers' concerns about product quality, delivery, and returns. Clearly communicate return policies, refund processes, and customer service contact information to facilitate hassle-free resolution of any issues. • Provide detailed product descriptions, images, and customer reviews to help shoppers make informed purchasing decisions and reduce uncertainty about the products they are considering. • Implement secure payment processing systems and prominently display encryption icons and security badges to convey to shoppers that their financial information is protected during online transactions. 3. Utilize Social Proof and Recommendations: • Showcase positive testimonials and reviews from satisfied customers to demonstrate the retailer's track record of delivering a positive shopping experience. • Encourage existing customers to share their experiences on social media platforms and provide incentives for referrals to attract new customers through word-of-mouth recommendations. • Highlight any awards, accolades, or recognition received by the retailer to further bolster its reputation and credibility in the eyes of consumers. 4. Offer Incentives and Rewards: • Provide special promotions, discounts, or loyalty programs to incentivize first-time shoppers to try the online retailer and reward repeat customers for their continued patronage. • Implement a transparent pricing strategy with no hidden fees or unexpected charges to build trust and confidence in the fairness and integrity of the retailer's pricing practices. Examples of how actual online retailers address consumers' risk perceptions: 1. Amazon: • Amazon prominently displays trust badges, such as the "Amazon's Choice" label and customer ratings, on product listings to signal product quality and reliability. • The "A-to-z Guarantee" offers protection to buyers in case of unsatisfactory purchases, reinforcing Amazon's commitment to customer satisfaction and reducing perceived risk. 2. Zappos: • Zappos provides a generous return policy with free shipping both ways, making it easy for customers to return or exchange products if they are not satisfied. This reduces the perceived risk of making a purchase without trying the product first. 3. Etsy: • Etsy utilizes social proof by prominently featuring customer reviews and ratings on product pages. This helps prospective buyers gauge the trustworthiness and quality of individual sellers and products, mitigating concerns about purchasing from unknown sellers. Visit the Internet sites of approximately five brands that appeal to you. Based on the framework in Figure 7.5, identify at least one example of each of the following efforts to enhance consumers’ MOA factors: Locate an effort to increase consumers’ motivation to process brand information. Identify an Internet advertisement that attempts to enhance consumers’ opportunity to encode information. Find an advertisement that uses an exemplar to assist consumers in either accessing or creating a new knowledge structure. Answer: While I can't browse the internet, I can suggest potential strategies and examples based on common practices used by brands to enhance consumers' MOA factors: 1. Effort to Increase Motivation: • Brands often employ various tactics to increase consumers' motivation to process brand information, such as offering rewards or incentives for engagement, creating emotionally compelling content, or tapping into consumers' values and aspirations. For example, a fitness brand might offer a free trial of their workout app for a limited time, motivating consumers to engage with the brand and explore its offerings. 2. Advertisement Enhancing Opportunity to Encode Information: • Brands can enhance consumers' opportunity to encode information by presenting clear and visually engaging advertisements, providing relevant and easily accessible information, and utilizing multimedia formats to capture attention. An example could be an online clothing retailer's advertisement featuring high-quality images of their latest collection along with detailed product descriptions and customer reviews, allowing consumers to thoroughly evaluate the products before making a purchase. 3. Advertisement Using Exemplar to Assist Consumers: • Brands often use exemplars, such as celebrity endorsements or customer testimonials, to assist consumers in accessing or creating new knowledge structures. This can help consumers relate to the brand and its offerings, establish trust, and make informed decisions. For instance, a skincare brand might feature a well-known celebrity sharing their personal experience with the brand's products, serving as an exemplar to highlight the effectiveness and benefits of the skincare regimen. The opening Marcom Insight posed this question: Can we be persuaded to overcome bad habits? What is your viewpoint on this matter? Please back up your position with appropriate content from the chapter. Answer: The Marcom Insight suggests that habits are difficult to change. Students will present their opinions. My viewpoint on whether we can be persuaded to overcome bad habits is that persuasion can indeed play a significant role in facilitating behavior change, including overcoming bad habits. While it may not always be easy or immediate, persuasive communication strategies can effectively influence attitudes, beliefs, and behaviors, ultimately leading to positive change. The chapter likely covers various theories and frameworks related to persuasion, such as the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB), which provide insights into how persuasion works and how it can be applied to behavior change efforts. 1. Elaboration Likelihood Model (ELM): According to the ELM, persuasion can occur through two distinct routes: central (or systematic) processing and peripheral processing. Central processing involves careful scrutiny of persuasive messages and consideration of arguments, while peripheral processing relies on cues such as attractiveness or credibility of the source. By understanding these routes to persuasion, communicators can tailor their messages to effectively target individuals' motivations and cognitive processes. 2. Theory of Planned Behavior (TPB): The TPB posits that behavior is influenced by three main factors: attitudes, subjective norms, and perceived behavioral control. Persuasive communication can target these factors by shaping attitudes towards the behavior, influencing perceived social norms surrounding the behavior, and enhancing individuals' perceived ability to perform the behavior. By addressing these factors, persuasive messages can encourage individuals to overcome obstacles and adopt new, healthier habits. Additionally, the chapter may discuss specific persuasive techniques and strategies, such as providing social proof, leveraging emotions, offering incentives, and utilizing cognitive dissonance theory to encourage behavior change. These strategies can be applied in various contexts to persuade individuals to overcome bad habits, whether it's smoking cessation, healthy eating, exercise adherence, or other behavioral changes. Overall, while overcoming bad habits may require effort, persistence, and sometimes external support or intervention, persuasion can be a powerful tool in facilitating behavior change by influencing individuals' attitudes, beliefs, and motivations, as outlined in the insights provided by the chapter. Identify two magazine advertisements of your choice, presumably involving brands/products that hold some interest for you. With each advertisement, indicate what you consider to be its message arguments and peripheral cues. Then explain why you regard these as message arguments/peripheral cues. Answer: Hypothetical examples based on common advertising strategies. Advertisement Description: The advertisement features a professional athlete wearing Nike's latest running shoes while sprinting on a track. The background is a dynamic blur of motion, conveying speed and energy. The headline reads, "Unleash Your Potential," accompanied by the Nike logo and slogan, "Just Do It." Message Arguments: • Performance Enhancement: The advertisement's primary message argument is that Nike's running shoes can enhance athletic performance, allowing the wearer to unlock their full potential and achieve their fitness goals. • Quality and Durability: Implicit in the image of the athlete in motion is the message that Nike shoes are durable and reliable, capable of withstanding intense physical activity. Peripheral Cues: • Celebrity Endorsement: The use of a professional athlete as the model serves as a peripheral cue, associating the brand with athleticism, success, and performance. • Emotional Appeal: The dynamic imagery and empowering slogan evoke feelings of motivation, determination, and empowerment, appealing to consumers' emotions and aspirations. The message arguments focus on the functional benefits of Nike's running shoes, emphasizing performance enhancement and quality. Meanwhile, the peripheral cues leverage celebrity endorsement and emotional appeal to enhance the advertisement's persuasiveness and appeal to consumers' aspirations and desires for athletic achievement. Advertisement Description: The advertisement showcases the latest iPhone model in a sleek, minimalist design. The iPhone is displayed against a clean, white background, with the screen illuminated to highlight its vibrant display and innovative features. The headline simply reads, "Experience the Future." Message Arguments: • Innovation and Technology: The advertisement's message argument is centered on the iPhone's cutting-edge technology and innovative features, positioning it as a device that represents the future of mobile technology. • Design and Aesthetics: The clean, minimalist design of the iPhone and the white background convey a message of sophistication and elegance, suggesting that owning an iPhone is not just about functionality but also about style and status. Peripheral Cues: • Brand Reputation: The Apple logo and the tagline "Experience the Future" serve as peripheral cues, leveraging Apple's strong brand reputation and association with innovation and quality. • Social Status: The sleek design and minimalist aesthetic of the advertisement subtly communicate status and exclusivity, appealing to consumers' desire for prestige and social recognition. In this advertisement, the message arguments highlight the iPhone's technological prowess and design sophistication. Meanwhile, the peripheral cues draw on Apple's brand reputation and the implicit message of social status associated with owning an iPhone to enhance the advertisement's appeal and persuasiveness. Construct an illustration to demonstrate your understanding of Equation 7.1. Identify three brands in a product category that is personally relevant. Then specify four “outcomes” (i.e., benefits and detriments) pertinent to that category. Next, assign a numerical value from 1 to 5 to each outcome, where 1 equals “virtually no importance” and 5 equals “extreme importance.” Then assign a value from 1 to 5 to represent your beliefs regarding how well each of the three brands satisfies each of the four outcomes. In assigning your beliefs, treat 1 as indicating that the brand performs very poorly on this outcome, 5 as indicating the brand performs extremely well, and 2-through-4 reflecting increasingly positive performance. Answer: Product Category: Running Shoes Brands: 1. Nike 2. Adidas 3. New Balance Outcomes: 1. Comfort 2. Durability 3. Style 4. Price Importance Rating (1-5): 1. Comfort: 5 2. Durability: 4 3. Style: 4 4. Price: 3 In this illustration, the importance ratings indicate the relative significance of each outcome to the individual. Comfort is rated as extremely important (5), followed by durability and style, both rated as highly important (4), and price, rated as moderately important (3). The performance ratings for each brand represent the individual's beliefs about how well each brand satisfies each outcome. For example, Nike is perceived as performing well in comfort (4) and durability (5), but slightly less so in style (5) and price (3). Adidas is perceived as performing slightly lower in comfort (3) and durability (4) but higher in style (4) and price (4). New Balance is perceived as excelling in comfort (5) and price (4) but slightly lower in durability (3) and style (3). By comparing the importance ratings with the performance ratings for each brand, the individual can assess which brand aligns best with their preferences and needs in running shoes. 16. Assume that all outcomes (i = 1… n outcomes) are equally important to customers in a particular product category. If this were so, how would adjust the attitude model in Equation 7.1 to capture the attitude-formation process? Answer: The numerical value assigned would be the same for each option considered. If all outcomes are equally important to customers in a particular product category, we can adjust the attitude model in Equation 7.1 to reflect this by simplifying the weighting of outcomes. In Equation 7.1, the attitude (A) towards a brand (B) is determined by the summation of the products of importance (I) and belief (B) for each outcome (n), divided by the total number of outcomes (n). However, if all outcomes are equally important, we can simplify the equation as follows: With this adjustment, each belief about brand (B) for each outcome (i) is simply averaged across all outcomes, reflecting the equal importance of each outcome in determining the overall attitude towards the brand. This simplified equation captures the attitude-formation process by considering all outcomes equally in influencing the overall attitude towards the brand. Solution Manual for Advertising Promotion and Other Aspects of Integrated Marketing Communications Craig J. Andrews, Terence A. Shimp 9781111580216, 9788131528242, 9781133191421, 9781337282659
