Mkt4025 W6
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The document discusses several models of persuasion and behavior change communication. It summarizes McGuire's 6-step model of persuasion, Fishbein and Ajzen's Theory of Reasoned Action, Fishbein's Integrated Model of Behavior Change, and cautions that the relative influence of attitudes, norms, and self-efficacy can depend on the behavior and population. It also notes that communication theories are needed to design effective messages to influence those determinants of behavior.
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4007 Cb 1
Consumer behavior is the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. It involves internal factors like personality, values, and attitudes and external factors like culture, family, brands, and marketing. The consumer decision process includes stages like need recognition, information search, evaluation of alternatives, purchase, consumption, and disposal. Researchers study consumer behavior through various methods like surveys, interviews, observations, and experiments to understand influences on consumer attitudes and decisions.
Mkt4025 10
1. The document discusses various psychological concepts related to reactance, avoidance, and scarcity. It describes how reactance is a state of emotional reaction to perceived restrictions on freedom or choice.
2. Experiments are described that show how introducing or removing choice can impact how people value options. Restricting access to something can paradoxically increase how much people want it due to reactance.
3. Different strategies are proposed for dealing with reactance, such as acknowledging resistance, explaining restrictions, using fear appeals combined with efficacy messages, and giving choices to reduce reactance.
Mkt4007 10
Market segmentation involves dividing a market into distinct groups that require separate products or marketing strategies. It aims to improve competitive positioning, minimize cannibalization, identify new product opportunities, and find new customers. Effective segments are homogeneous within the segment, heterogeneous between segments, substantial, accessible, differentiable, and actionable. Markets can be segmented by consumer characteristics like demographics, behaviors, and psychographics. Positioning involves designing an image and value proposition so customers understand a company's offering relative to competitors. It is done through competitive, consumer, and message-based positioning strategies. Proper targeting and positioning using segmentation tools is an art that requires deep consumer insights to avoid issues like underpositioning or confusion.
Mkt4025 W7
This document discusses several theories of social influence on health behavior, including psychoanalytic, behaviorist, and social learning perspectives. It outlines concepts like classical conditioning, reinforcement, and observational learning. A key point is that reinforcement can occur through vicarious expectations rather than direct experience alone. Social learning theory emphasizes reciprocal determinism between personal factors, environment, and behavior. Models like Bandura showed learning occurs through observation of others, not just trial and error. Both social approval and personal factors influence health behaviors.
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Mkt4025 W6
- 2. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is retained or stored in memory Receiver pays attention to message content Receiver agrees with message argument Receiver behaves in line with the message argument
- 3. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality & Personal Characteristics Context
- 4. The moderate effect Yielding High Low High Intelligence, Fear
- 7. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
- 8. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs
- 9. Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour
- 15. So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework