...consistency • Attitudes occur within a situation Tricomponent Attitude Model A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. Structural Models of Attitudes • Tricomponent Attitude Model • Muliattribute Attitude Model • The Trying-to-Consume Model • Attitude-toward-the-Ad Model The Tricomponent Model • Cognitive Component • The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. • A consumer belief is a psychological association between a product or brand and an attribute or feature of that product or brand 1 5/22/2015 The Tricomponent Model • Affective Component • A consumer’s emotions or feelings about a particular product or brand. • Purchase decisions are continually influenced by affective response • It is comprised of both our knowledge of stimuli and our evaluations of them Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Multiattribute Attitude Models • Conative Component • The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will...
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...Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Pavel Kireyev Koen Pauwels Sunil Gupta Working Paper 13-070 February 9, 2013 Copyright © 2013 by Pavel Kireyev, Koen Pauwels, and Sunil Gupta Working papers are in draft form. This working paper is distributed for purposes of comment and discussion only. It may not be reproduced without permission of the copyright holder. Copies of working papers are available from the author. Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Pavel Kireyev Koen Pauwels Sunil Gupta1 February 9, 2013 Pavel Kireyev is a Ph.D. student and Sunil Gupta is the Edward Carter Professor of Business Administration at the Harvard Business School, and Koen Pauwels is Professor at Ozyegin University, Istanbul, Turkey. 1 Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or underspend in others, leaving money on the table...
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...July 29, 2012 Discuss why Joe’s employees need to understand the importance of how people form perceptions and make attributions: Great Northern American, according to (Hellriegel, 2011), is a telemarketing organization that sells office supplies, promotional products, arts-and-crafts, and computer supplies over the phone. This publication will study the importance of how people form perceptions and make attributions as well as well as which learning theory (either the operant conditioning, social learning theory or learning theory) would be most appropriate for Joe Salatino to apply to motivate his salespeople. This publication will also study how Joe Salatino can use the value of self-efficacy to ensure that he hires quality salespeople that have the potential to be highly successful in a telemarketing environment. According to (Hellriegel, 2011, p. 104), “Perception is the process by which the individual selects, organizes, interprets, and responds to information.” Based on information from (Duggan, 2012), perception also includes the gathering of sensory information through the body via sight, sound, touch, taste and smell. The Attribution Process, according to (Hellriegel, 2011, p. 119), “refers to the ways in which people come to understand the causes of their own and others’ behaviors.” The need to understand a person’s perceptions and attribution processes is due to the nature of the environment in which Joe Salatino’s employees find themselves with regard to successfully...
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...alternatives. Such behavior of analysts need attention. Sanglier, M. et al (1994) showed that when different investors received the same information they had their own interpretation of this information. These various interpretations lead to different perception of the signals and therefore created differentiated behaviors. Different behaviors affect decision making of investors and financial markets as every investor would make decision in the way as he received...
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...customers with right message. eBay Enterprise Display is powered by the eBay Audience Platform. It is unique in its ability to use first party commerce data to understand consumer behavior, and apply it in real time to display and targeting and optimization. By skillful applying that knowledge they can reach and engage their ideal audience with greater certainty, less waste, and higher performance. It drives new customer acquisition and increases repeat purchases from existing customers. Display & Mobile Advertising Features. - Location-Based targeting This feature highly depends on smart phones that have access to internet. It send dynamic, creative messages to customers based on their location and engages specific customers based on their device ID, and serves them personalized ads that will drive foot traffic to their store. It helps customers increase their campaign relevance, produce measureable results, and understand cost per store visit. - Benefit from valuable first party commerce data. With over$255 billion in commerce volume and 150 million active users, eBay is one of the world’s largest marketplaces. By using this data in real time they can find the right audience for their campaign and achieve accurate targeting and better performance. They can also combine historical purchase behavior and current in market shopping data with their own first party CRM data to reactivate past customers. - Deterministic cross-device targeting eBay customers like to...
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...Northern American companies enjoy their jobs and are not too quick to leave based on the pay and incentives. Great Northern American will always have competition, especially from the internet based companies and wholesalers that can offer consumers the exact same products at much cheaper prices, for that reason the Great Northern American company should encourage employees to understand the importance of how people form perceptions and attributions of others, companies that keep that in mind will always have a growing clientele. Perception is the process by which the individuals select, organizes, interprets, and responds to certain information. While the attribution process refers to the way in which people come to understand the causes of their own and other’s behaviors (Hellriegel/Slocum 2011, p. 104). The way an individual perceives themselves and the way that they perceives others can have a major impact on their communication skills, it can have either a positive or a negative effect on the person that they are communicating with. When communicating with others, it is important to keep in mind that each person that you are communicating with has their own individuality, you cannot treat each and everyone the same. Perception is a behavior that is developed among individuals at a very young age....
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...Corporate Reputation Review Volume 10 Number 3 Academic Research Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory W. Timothy Coombs Department of Communication Studies, Eastern Illinois University, Charleston, IL, USA ABSTRACT Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication. Corporate Reputation Review (2007) 10, 163–176. doi:10.1057/palgrave.crr.1550049 KEYWORDS: crisis communication; crisis man- agement; reputation INTRODUCTION Crises are taken as a threat to the organizational reputation. Crises damage the reputation and such changes can affect how stakeholders interact with the organization (Barton, 2001; Dowling, 2002). Postcrisis communication can be used to repair the reputation and/or prevent reputational damage (Coombs and Holladay, 2005). The field of crisis...
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...DRMS | Drewes Restaurant Marketing Solutions ¡°Build Your Brand. Drive Your Sales¡± www.drmsmarketing.com Transactional Marketing: The evolution of Direct-to-Consumer Marketing Intro: For decades, Marketers have sought after the next best way to efficiently and effectively reach loyal or potential consumers with offers and rewards. Consider the ideal tool for a marketer. The ideal tool would offer the following features and benefits: Scale: Ability to reach a large scale audience and have significant impact Targeting: Target based on a consumer.s actual or potential behavior Engagement: Interact with the consumer in their most receptive environments Attribution: A consumer.s involvement and self-acceptance on an offer Measurement & Validation: Accurately measure & analyze results to gauge impact and incrementality Impact: Significant results & efficient pricing that enables a positive ROI model Privacy: Welcomed, non-intrusive communication that respects consumer.s privacy Now, consider today.s marketing options: - Mass Media (TV, Radio, Print) - Newspaper Inserts / FSI - In-Store Communications - Direct Mail (solo & co-op) - Database Marketing - Email Marketing - Social Media - Daily Specials Not one of today.s options are able to provide all the desired features. Introducing the age of transaction-based marketing. Debit and Credit cards have long been generating transactional data that personify and identify a cardmember.s purchase history. In the past few years,...
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...Kelley’s Attribution Theory Essay In this essay, readers will be presented with the literature review of Kelley’s attribution theory (1967), which was developed after the research done by Fritz Heider on attribution theory (1944, 1958). Moreover, a real world example relating to the theory will also be discussed along with the limitations and the three elements of the theory, which are consistency, distinctiveness and consensus. With that, recommendations will be given on how my experience can be improved with the chosen theory. There have been a great number of research done on perception over the last decade and social psychology had been primarily focused, perceiving causes of a person’s behavior (Kelley and Michela, 1980). In Kelley (1973), it is mentioned that Heider (1958) research has played a major role in contributing to the origination of attribution theory and it is still the major source cited in publications. Kelley’s attribution theory was also built onto Heider’s (1958) theory with an understanding that humans are “naïve psychologists” determining behaviors based on causes and effects (Hewstone and Jaspars, 1987). In Kelley (1973), it was mentioned that the central idea of attribution theory is the causal concept where human’s behavior relies on either the characteristics of the person (internal attribution) or the environment (external attribution). To determine whether a person’s behavior is caused by internal or external attribution, Kelley’s theory requires...
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... consumer purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare. This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest" motivation to win consumers’ favor...
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...compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far. Learning Outcomes After studying this chapter, the student should be able to: L01 Gain an appreciation of the link from consumption to value to satisfaction. L02 Discuss the relative importance of satisfaction and value in consumer behavior. L03 Know that emotions other than satisfaction can affect postconsumption behavior. L04 Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions. L04 Understand problems with commonly applied satisfaction measures. L06 Describe some ways that consumers dispose of products. Suggested Lecture Opener When we think about consumer satisfaction and the consumption process, the link seems clear. Businesses with high levels of consumer satisfaction succeed, and those with low levels fail. However, this isn’t always the case. According to a major recent survey, the social networking website Facebook ranks in the bottom five percent of consumer satisfaction with privately held companies in the U.S. Respondents had no shortage of complaints about the site’s performance and user-friendliness. Yet, Facebook continues to grow at an explosive rate. How is this? Consumers who want to participate in social...
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...Portfolio In a modern day organization’s behavior, employees and suppliers have as much impact on the organization structure as customers and competitors have had in the past. Organizations are viewed as open systems, continually interacting with their environment and in dynamic state of temporary equilibrium as they adapt to environmental changes. Successful organizations are in constant state of flux in response to their environment, many companies are looking at media technologies as way to market their product and learn about their competitors. This presence could produce a large following depending on the interest in the content created and information shared. The change stemmed from the speed at which information travel in the media arena. In most cases, the information environment outside the organization is changing far more rapidly than the information environment internally. Customers, partners, prospects, and employees can find, access, and share information in a way that corporate infrastructure, security, culture, and policies inhibit. Organizations are having a difficult time responding to or taking advantage of – these new environments. The path of information regarding the organization is no longer just the role of the marketing department. Employees talk to customers, colleagues, and suppliers. They share their experiences, impressions and expectations regarding their jobs, the organization and management. The speed at which the information travels is beyond...
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...Coombs / SITUATIONAL COMMUNICATION JOURNAL OF BUSINESSCRISIS COMMUNICATION THEORY 10.1177/0021943604265607 IMPACT OF PAST CRISES ON CURRENT CRISIS COMMUNICATION Insights From Situational Crisis Communication Theory W. Timothy Coombs Eastern Illinois University Previous research based on Situational Crisis Communication Theory (SCCT) suggests that an organization’s past crises history affects the reputational threat posed by a current crisis when that crisis results from intentional acts by the organization. The study reported on in this article provides a wider test of crisis history to better assess its role in crisis communication. Results from the present investigation showed that a history of similar crises intensified the reputational threat of a current crisis even when the crisis arose from the victimization of the organization or from an accident, rather than from the organization’s intentional acts. The threat to reputation was primarily direct, rather than indirect, through perceived responsibility for the crisis. There was little difference in the perceptions of organizations identified as having had no history of past similar crises versus those for whom no information about past crises was provided. Perception of an organization’s responsibility was negatively correlated with the perceived impact on reputation. Implications for the practice of crisis communication and further development of SCCT are discussed. Keywords: crisis; communication; management;...
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...Consumer Motivation: Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Motivations that are tacit are those that consumers cannot tell you about directly. For example, let's say that the consumer tells you that one improvement would be to enhance ease of use of your product. You may be able to improve the direct experience of using your product, but what if the real motivation behind that comment was deeper than that? What if the consumer lacks confidence in performing the overall task that your product is a tool in accomplishing? If that is the case, then improving the experience of using your product may not help them to achieve their overall goal. You may need to develop an entirely new product that addresses their needs more holistically. Or you may be able to market your product more broadly as a tool within a larger process that you can then own. When you are thinking about innovating in your company, it is useful to make a clear distinction about whether you want to improve your current products or develop something new and different. This will dictate the type of consumer research you will need to guide development effort. Product improvements can be guided by explicit consumer motivations, and they can...
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...ASSIGNMENT No. 1 Total Marks: 100 (Units: 1–5) Pass Marks: 50 Q. 1 (a) Discuss the impact of digital technologies on marketing strategies. (b) Describe the consumer research process in detail. (10+10) Q. 2 Discuss the motivation as a psychological force. Also explain the measurement of motives. (20) Q. 3 What is the concept of personality? Discuss the concept of brand personality in detail. (20) Q. 4 What is meant by attitude? Describe different strategies for attitude change. (20) Q. 5 Explain the elements of consumer learning. Also discuss the cognitive theory of learning (20) ASSIGNMENT No. 2 (Total Marks: 100) This assignment is a research-oriented activity. You are required to submit a term paper and present the same in the classroom prior to the final examination. Presentation component is compulsory for all students. You will have to participate in the activity fully and prepare a paper of about 15 to 20 pages on the topic allotted to you. The students are required to prepare two copies of Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for presentation in the classrooms in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Include the following main headings in your report:- a) Introduction to the topic b) Important sub-topics c) Practical aspects with respect to the topic ...
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