Week 9 PPT.pptx
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This document outlines a study exploring how nostalgia influences compensatory consumption behavior during the COVID-19 pandemic. It first reviews literature on how the pandemic increased boredom and nostalgia. It then proposes hypotheses about the relationships between boredom, nostalgia, browsing online, and impulse buying. The study developed a model and measures to test these relationships. Results found nostalgia is positively related to compensatory behaviors like online shopping. The implications are that marketers can leverage nostalgic appeals and increase online advertising to capture revenue from pandemic-related emotions. The document concludes by suggesting ways to broaden the study's generalizability.
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Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
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favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
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II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
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6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
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the p urchase so t hat t hey keep buying their products
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favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
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people are oft en unrecept ive to the unfamiliar, at least
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new products is to capitalize on wel l-establ ished brand
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g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
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FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
'- U. t•lU. -la.- lt..., u ---·IIWI. o . ......... -
II .,. • lilA I -11:"'-• -)4oi.IO C ,.. t .... T ,. ,_ .. .....,. _ .. l.._•ooc.t
f '-l_II.,.S.WU1....,11aJunJIJ ...... ...,...,...,..._ ,fll "' ... r • .....,_ , P\>to<ltt,tca -PIOU. t.e "'"'_".,.,.
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One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
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The world has shut down. The Coronavirus, may be an incredibly small organism but has proven to be mightier than Anything. The world has been emphasizing on Social Distancing and we must therefore harness Design Thinking to make this whole experience more human for all of us. More info – https://www.aeologic.com/
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Consumer behavior is influenced by social factors such as reference groups, opinion leaders, and subcultures. The consumer decision process involves 5 stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Maslow's hierarchy of needs model describes how consumers seek to fulfill physiological, safety, social, esteem, and self-actualization needs. Psychological influences on consumer behavior include motivation, perception, learning, attitudes and beliefs, and lifestyle.
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Chapter 3
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- 1. COMPENSATORY CONSUMPTION DURING THE COVID-19 PANDEMIC: EXPLORING THE CRITICAL ROLE OF NOSTALGIA IN SPORT CONSUMER BEHAVIOR GROUP MEMBERS:
- 2. DISCUSSION OUTLINE ▪ Introduction ▪ Literature Review ▪ Hypothesis Development ▪ Methods and Measurements ▪ Discussion ▪ Theoretical and Practical Implications ▪ Limitations ▪ Future Research and Suggestions
- 3. COVID’S EFFECT ON CONSUMER SPENDING
- 8. MODEL
- 12. DISCUSSION ▪ How did you feel during your quarantine periods or over the summer when the government closed many facilities, including the gym? ▪ Isolation ▪ Boredom ▪ Depression ▪ How did you compensate? ▪ Online Shopping?
- 13. DISCUSSION (CONT.) ▪ Proved COVID-19 increased people’s boredom ▪ Perception of COVID-19 positively influenced nostalgia. ▪ Showed Boredom and increase the longing for nostalgia. ▪ Boredom positively affected browsing and impulse buying behaviors ▪ Compensatory Consumption (Negative emotions causing individuals to act) ▪ Ex: Eating to overcome feeling of depression. ▪ Online shopping to overcome feeling of boredom. ▪ Nostalgia has a positive relationship with compensatory behaviors, browsing, and impulse buying. ▪ Remembering the good ole days results in buying items to replicate those positive feelings.
- 14. DISCUSSION (CONT.) ▪ Nostalgia has a positive relationship with compensatory behaviors, browsing, and impulse buying. ▪ Remembering the good ole days results in buying items to replicate those positive feelings. ▪ One behavior influences another behavior ▪ Browsing increases impulse buying behavior ▪ Emotions coming from a sense of lose and/or social distancing facilitate impulsive consumption in broad product categories related to the emotions. ▪ Lose of Exercise Activities = Increased purchase of exercise based products
- 15. THEORETICAL IMPLICATIONS ▪ Provide a conceptual model for investigating perception of COVID-19, boredom, nostalgia, browsing, and impulse buying behavior. ▪ Successfully illustrated how appraisals of cognitive process generate a specific set of emotions with applied to a pandemic situation – Appraisal Theory of Emotions ▪ Showing usefulness in understanding COVID-19 perception ▪ Advanced extant theories on social distancing to marketing and consumer research in the pandemic context. ▪ Introducing cognitions, emotions, and behaviors which resulted in the imposition of social distancing practices. ▪ Identification of the role of emotions in compensatory consumption behavior in the pandemic context ▪ Boredom and Nostalgia
- 16. PRACTICAL IMPLICATIONS ▪ Provides insight for marketers to capture revenue, particularly from consumers experiencing pandemic related emotions, such as boredom and nostalgia. ▪ Focus on feelings of nostalgia ▪ Incorporate nostalgic images as part of their advertising campaign. ▪ Focus advertising in locations people turn to when experiencing a pandemic/social restrictions. ▪ Facebook and other Social Media ▪ Easy to access ▪ Best method for consumers to maintain their “social life”. Thus, providing comfort to consumers. ▪ When to increase advertising dollars. ▪ Focus on increasing the time consumers are exposed to products ▪ More time spent browsing increases urge to spend
- 18. BROADEN GENERALIZABILITY ▪ This study was limited to USA. ▪ Each country COVID severity was different. ▪ Taiwan vs. USA ▪ Control measures were also different in each country. ▪ Masking? Closing vs Restricting Sporting Facilities? ▪ Cultures are different. Should select at least 3 countries from different cultural backgrounds ▪ Perception of boredom and nostalgia maybe affected by cultural differences ▪ Buying behavior vary based on culture ▪ Perception of control measures and disease severity vary among cultures ▪ Compare these findings to previous epidemics, EBOLA and SARS ▪ Do the findings hold true when viewed through previous epidemics. ▪ Effect of Stimulus Packages ▪ Free money to spend