Hierarchies Of Effect
Which come first: knowing,
feeling, or doing? It turns out that element may lead things off depending on
the situation. Attitude researches developed the concept of a hierarchy of
effect to explain the relative impact of the thre components. Each hierarchy
specifies that a fixed sequence of steps occurs en route to an attitude.
The standar learning hierarchy
Think-feed-do: the standard
learning hierarchy assumes that a person approaches a product decision as a
problem solving process. First, she forms beliefs about a product as she
sccumulates knowledge (beliefs) regarding relevant attributes. Next, she
evaluates these beliefs and form a feeling about the product (affect). Then she
engages in a relevant behavior, such as when she buys a product that offers the
attributes she feels good about. This hierarchy assumes that a consumer is
highly involved when she makes a purchase decision. She’s motivated to seek out
a lot of information, carefully weigh alternatives and come to a thoughtful
decision.
The low involvement hierarchy
Do-feel-think: the low imvolvement hierarchy of effects assumes
that the consumer initially doesn’t have a strong preference for one brand over
another, instead, she acts on the basis of limited knowledge and forms an
evaluation only after she has bought the product. The attitude is likely to
come about through behavioral learning,
as good or bad experiences reinforce her initial choice.
The possibility thet consumers
simply don’t care enough about decisions to carefully assemble a set of product
beliefs and the evaluate them is important. This implies that all of our
concern about influencing beliefs and carefully communicating information about
product attributes may often be wasted. Consumers aren’t necessarily going to
pay attention anyway; they are more likely to respond to simple stimulus
response connections when they make purchase decisions. For example, a consumer
who chooses among paper towels might remember that “ bounty is the quicker
picker upper” rather than systematically comparing all the brands on the shelf.
Get a life!
The experiential hierarchy
Feel-think-do: according to the
experiential hierarchy of affects, we act on the basis of our emotional
reactions. The experiential perspective
highlights the idea that intangible product attributes, such as package design,
advertising, brand names, and the nature of the setting in which the experience
occurs, can help shape our attitudes toward a brand. We may base these
reactions on hedonic motivations, such
as whether using the product is exciting (like the Nitendo Wii).
Even the emotions the
communicator expresses have an impact. A smile is infectious, in a process we
term emotional contagion, messages that happy people deliver enhance our
attitude toward the product. Numerous studies demonstrate that the mood a
person is in when she sees or hears a marketing message influences how she will
process the ad, the likelihood that she will remember the information she sees,
and how she will feel about the advertised item and related products in the
future.
Tidak ada komentar:
Posting Komentar