Consumer Behavior

MKTG 321

Assignment 2

1. How do marketers use emotions in product design & advertising?

An emotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling. Emotions are strong, relatively uncontrolled feelings that affect behavior. They are strongly linked to needs, motivation, and personality. Unmet needs create motivation which is related to the arousal component of emotion. Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity. Are generally triggered by environmental events, although internal processes (imagery) can trigger emotions. Emotions are accompanied by physiological changes. Also, emotions are generally accompanied by thinking, and have associated behaviors, and involve subjective feelings.

Marketers use emotions to guide product positioning, sales presentations and advertising: Emotion arousal as a product benefit Emotion reduction as a product benefit

Emotions in advertising: Emotional content of advertisements enhances their attention-attraction and attentionmaintenance capabilities. Positive-emotion-eliciting advertisements may increase brand preference (through classical conditioning).

Marketers first and foremost need to fundamentally understand both the implicit and explicit emotional associations targeted consumers make with their products current design, packaging, as well as brand messaging. Armed with this understanding, marketers can then move towards figuring out how to elicit foundational patterns of appetitive and aversive emotional responses in targeted consumers that will promote a strong favorable emotional relationship between consumers and the brand, purchase behavior and brand loyalty. Emotional responses to product design can incite customers to select a particular artefact from a row of similar products, and may therefore have a considerable influence on our purchase decisions. As a consequence, in current day design practice, designers and marketers are more and more challenged to manipulate the emotional impact of their products. Intangible emotions

Emotions are influenced by characteristics of the customer (such as personality and lifestyle), the product design (such as theme, package, and technology) and the company (such as branding, marketing, and service). Consumers' emotional responses are subjective, so there is never a one-to-one relationship between the appearance of products and their emotional impact, and it is difficult to manipulate or even reliably measure the emotional impact of consumer products.

 Tools & techniques In his lectures, Desmet demonstrates that the emotional impact can be measured, and that, with product design, it can be manipulated. He presents a model that explains how products elicit emotions, and two tools that support designers, design managers, and marketers. The first tool (i.e. the Product Emotion Measurement Instrument or PrEmo) was developed to enable evaluation of the emotional responses towards existing and new designs. The second tool (i.e. the [product & emotion] navigator) was developed to support manipulation of the emotional impact of new design initiatives. Desmet explains how emotions can be used for competitive advantage, product differentiation, and marketing & design strategy.

2. How might knowledge of personality be used to develop an advertising campaign for the following : a. Rainforest Action Network [an environmental Group] Personality is an individuals characteristic response tendencies across similar situations.
While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations. Sometimes consumers choose products that fit their personality. Other times, consumers peruse a products or a service to bolster an area of their personality where they feel weak. There are two main approaches in terms of personality categorization. If we consider the Multi-trait Approach Five Factor Model which is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning. In the case of this environmental group, marketers know that not all citizens are aware of the environmental realities so in order to attract the concerned ones and raise the awareness of the unaware ones, Firms should focus on those people who are characterized by personality features such as extroversion bold and talkative personality which likes engaging with others, agreeableness personality that is sympathetic, kind and polite to others and conscientiousness a careful and efficient personality in order to persuade people to demand their products and support their causes. In my opinion, the importance of colors used in the advertising campaign is very significant as they could appeal to the psychology of the consumers. The superego of a human psyche is defined as the moral and ethical motivation. This force can be stimulated in supporting the environmental issues which represents an ethical matter as well, by using symbols and colors. Earthy colors such as green, brown, blue and orange can hold the power of attracting consumers to the campaigns warmth. These colors can represent a symbolic meaning in which they hold. Another approach of personality which can be applied here would be the theory of social psychology. If we are to consider the social psychology of a humans personality, we are ought to approach people who are compliant. In other words, we need marketing personals that have the instincts to move towards people in order to succeed in drawing the maximum number of the target market. Another important aspect which should be taken into consideration is the knowledge of a consumer self concept. The target market of any environmental group should share the same ideology, to have the sincerity of image in the consumers mind which will eventually attract them to express themselves by supporting the causes of this organization or even purchase its products. As well the knowledge of psychographics that marketers need to pay attention to such as activities, interests and opinions of the consumers.

b. Smart Phones
Mobile phones provide the freedom to participate in a variety of communication styles, ranging from simple voice-based communications to advanced text-messaging services. The decision to perform complex usage activities is determined by the interrelations of three personality traits. Using the optimum stimulation framework, the outcome hypothesizes that personal innovativeness and individual playfulness increase an individual's optimum stimulation level (OSL). data from text-messaging users showed that personal innovativeness, playful personality, and OSL can predict complex mobile usage patterns. Future research can append personality traits to existing IT adoption frameworks. Practitioners can incorporate their conclusions from the personality traits into device designs and applications while enhancing the widespread use of m-commerce and entertainment services. Mobile advertising is fast becoming critical for marketing online businesses. There is plenty of hype around mobile advertising. You can expect that given the people involved are the very same who create the necessary hype around everyday goods which we consume with conviction. In my view, mobile operators can really leverage advertisers quest to invade the mobile space by using it for what they care about most. And that is customer loyalty. In a saturated mobile market with over 100% penetration in the developing world, operators know that it is more cost effective to retain customers rather than buy them from the competition. Mobile advertising provides a unique opportunity to give customers exclusive benefits at no cost given that an advertiser is sponsoring the associated royalty and data charges. Mobile advertising can be instrumental to customer retention. It can also play a major role in having mobile consumers engage with the mobile internet and other mobile platforms when the associated costs are sponsored by brands. Brands however should remember that customer gratitude for the benefits will always be shared between them and the operator. Therefore they must make sure they get the outmost visibility. People now use their phones in a dramatically different way to a few years ago they literally feel like its part of their identity. People panic if they forget it at home or lose them, because they contain so much personal information, like photos, music and contact details. Clearly, it's the iPhone that has really triggered this boom because it's convenient and made it very easy to access the Internet etc. Now, all the other competing smart phones have become more attractive too, so the market is not just becoming bigger, but more competitive too. The personality of a user might also determine the kind of functionality the individual is disposed to use on the phone. Individual differences in personality may also correlate with the impact of context on the user. For instance, when faced with idle time, is an extraverted person likely to use the device in a different way, as compared to an introvert? The preferred interaction modalities may also differ across personality types. Conscientious persons, for example, may be prone to switch their devices to a silent mode in a socially sensitive situation. . Disagreeable individuals tended to be more likely to report receiving more calls and also a higher proportion of calls as \unwanted". Outgoing calls are not significantly explained by the traits. Extraverted, neurotic, and non-conscientious individuals are reported to have spent more time sending/receiving SMS and extraverted and disagreeable individuals are found to spend more time changing the ring tone or wallpapers. Also believed that disagreeable individuals are more likely to play games on their phone. So the knowledge of these traits can help marketers attract different people by advertising different aspects of a smart phone.

c. American express Financial Services There's not a single segment of American

life that isn't affected by financial planning. Home purchases, stock investments, retirement needs, college tuition, weddings and future lifestyle concerns are but a few of the eventualities faced by consumers. A trained financial marketer understands this array of future obligations and uses a combination of education, skill, foresight and intuition to manage clients attraction to their financial services. Practitioners are well versed in such diverse areas as investment strategy, tax ramifications, estate planning and market volatility. They are confidence about domestic and international markets that range from precious metals to

commodities and bonds. Additionally, risk assessment is a large portion of a financial marketer's job, so administering queries periodically to evaluate each client's fiscal vulnerabilities is critical to the job they do particularly when times are tough. In addition to being able to function as a pillar of strength for clients when world markets fluctuate, a financial marketer must truly enjoy interacting with people and be skilled at gaining their confidence and trust extravert. Knowing how to listen isn't something one can learn in school, but it's a requirement for long-term success in this area of work. Having an entrepreneurial mindset is a terrific character trait--whether you choose to set up a private practice or work for an investment firm openness to experience. Dealing with the world's largest markets also means you should be as comfortable managing an individual's assets as you are at taking charge of a big company's portfolio. Which involves the following: a financial organization ads illustrate how culture as the social environment and cultural traits serve as primary consideration in crafting todays advertising messages to the consumer; motivations such as achievement, power, uniqueness, affiliation, and self-esteem are the determinants of a consumers cultural environment and traits. Thus, when it comes to financial services consumer personality is divided into three facets: the merchandise-oriented consumer as the user, the service-oriented consumer as buyer, and the consumers financial position as the payer. It also must be taken into consideration the attitude of deferent individuals in regards to risk. Some people are risk takers, who posses the majority of the target market in terms of financial services. Others are risk-avert which means that they prefer to be safe than sorry. Knowing that, adverts must change the perspective and attitude of those people who are risk-averts towards risk. Fulfilling the ambition and the ideal lifestyle that modern people dream of is the biggest platform in which markets can explode their talents. Also, different services should be provided to match consumers personalities, needs and demand.

The following clause is an example of one of the new interactive advertising campaign from American express: Modern consumers appreciate modern campaigns, and American Express clearly recognizes the advantages of non-traditional advertising. A new interactive project, My Live Story aims to actively engage customers, while potentially building valuable relationships. The campaign based on music features recording artist and producer Mark Ronson. Created with the UKs Channel 4, My Live Story is an online competition in which consumers are invited to contribute pictures and videos of their most unforgettable live music experiences. 21 entrants will see their memories become a short film, to be shown on national TV, with the overall winner awarded a VIP trip to the Grammy Awards in Hollywood. American Express has asked consumers to share background on what makes their story unique. Involving and inspiring participants this way is an interesting move, one about open dialogue and easy communication. Appearing accessible to card holders, the brand has a focus on unconventional advertising that promotes connections. My Live Story draws on emotive music memories to develop the customer relationship while orchestrating a sense of card-member community. The campaign has already received a positive response, and is set to build on the companys successful Preferred American Express is cleverly developing a positive association between the brand and valued, personal experiences.

d. Ready to drink iced tea Advertising is persuasive communication. Delivering the message is not enough. Advertising is
only effective when it has an impact on consumers' attitudes, beliefs, or behavior - that is persuasion. Virtually all advertising is intended to be persuasive, but persuasion does not always

mean the same thing. Some advertisers fight for share of a clearly defined market, others seek to draw new users, to increase frequency of use, to reinforce loyalty among current buyers, or simply to achieve a shift in consumers' attitudes or perceptions. Every time we see a commercial on television for a refreshing drink of iced tea, soda or powdered drink mix on a hot summer evening, there is a strong motivation to learn so that our thirst can be satisfied. If the commercial presents the message so that it provides for a strongly perceived experience, learning is more likely to take place. Thus, when Lipton for example shows a hot and thirsty person drinking iced tea and then falling backward into cooling, refreshing water, the viewer can experience the brand benefit and is more likely to learn it. Not to mention that the marketing campaign for ready to drink iced tea should target busy people or people who look for saving time as its ready nature saves up time, effort and components needed. Flavors come to satisfy a vast majority of peoples taste and preference that even green iced tea is penetrating the markets with it attracting people with healthy lifestyles. American lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Americans fear for their jobs; thus, any product that can fill the consumers' need for convenience and speed are almost automatically embraced into the American lifestyle. Recognizing this trend, various companies in the tea industry have come up with innovative products to take advantage of the booming market for ready-to-drink teas. Lipton tea, one of the global leaders in refreshment brands, launched new products to meet the growing the need for ready-to drink teas and introduced innovative product line to capture the health-conscious market. There are two major target markets for ready-to-drink ice tea. One group is the consumers on the go. These are the employees, students, and other consumers who lead a busy lifestyle. The hectic American lifestyle demands for optimize productivity with lesser time consumption. Thus, there is a need for products that are accessible and readily available. Convenience has dominated the market, particularly the food and beverage industry. The other group is made up of health conscious consumers, specifically the baby boomers who patronize anything healthy. The positive reviews as well as the studies on the benefits of tea drinking have stirred an interest in tea drinking. Many tea drinkers choose Lipton because it is really inexpensive and you can get it just about anywhere. It is surprising that more people do not drink tea, as they would longer, happier and healthier lives if they did. Furthermore, some customers think that taking anti-oxidants are healthy, thus, customers drink a couple of gallons per week: Tea makes you look younger too and gives you energy as 6 well. You know it also costs a lot less to drink tea too, for 100 bags at $2.50 lasts you about 3-weeks. 2-quarts per day are possible when it is really hot out; of course it varies with the drinker.

e. J.Crew womens shoes

J.Crew Group, Inc. operates as an integrated multi-brand, multi-channel, and specialty retailer in the United States. The company designs, contracts for the manufacture of, markets, and distributes womens, mens, and childrens apparel; shoes; and accessories under the J. Crew, crew cuts, and Made well brand names. Its J. Crew brand offers an assortment of womens and mens apparel and accessories, including wedding, swimwear, loungewear, outerwear, shoes, bags, belts, hair accessories, and jewelry. They seek to consistently communicate our vision of J. Crew through every aspect of our business, including through the imagery in our catalogs and on our Internet website and the inviting atmosphere of our stores. J. Crew focuses on creating product lines

featuring the high quality design, fabrics and craftsmanship as well as consistent fits and detailing that our customers expect of J.Crew. They offer complete assortments of womens apparel and accessories, including wedding and special occasion attire, weekend clothes, swimwear, loungewear, outerwear, shoes, bags, belts, hair accessories and jewelry. The J.Crew brand is widely recognized and features high quality designs, fabrics and craftsmanship. They seek to project our brand image through consistent creative messages in our catalog and through our Internet website, our store environments and our superior customer service. J. Crew believes that one of our key strengths is their internal design team, which designs products that reinforce our brand image. Their products are designed to reflect a clean and fashionable aesthetic that incorporates high quality fabrics and construction as well as comfortable, consistent fits and detailing. J. Crews products are developed in four seasonal collections and are subdivided for monthly product introductions in our monthly catalog mailings and in their retail stores. The design process begins with their designers developing seasonal collections eight to twelve months in advance. More women are buying these shoes today of for some purposes such as for their beauty, prestige, fashion style and comfort. A lot of designer shoes are even a sold out commodity among women. They have the ability to enhance the shoes owners own beauty as it also reflects womens status in life and as well as on society. Womens shoes come in all different shapes, sizes, styles, colors, textures, and price ranges. Because they a lot on womens personality and also to their status in life, there are of course more and more women would always prefer to buy shoes that are made by top designers that are well known today. Psychologists say the shoes that a woman wear can tell a lot about her personality. No one can deny the fact that women like to own as much shoes as they can, not to mention the different styles, shapes, colors and designs. A womans personality will be reflected by that shoe which she likes to wear the most. Like, I myself have stilettos for parties, flats for casual outings and sneakers for jogging time. Personality of women who wear sneakers

Sneakers are the ideal choice of those women who have a carefree and casual approach towards life. Women with sneakers get over the tomboyish style and always keep comfort in their highest ranking. Fitness freaks also love sneakers.

Personality of women who wear a Ballerina, Pumps and Flats

Those women who wear ballerinas, pumps or flats want have a non-fussy and relaxed life. They usually do not believe in joining the style race.

Personality of women who wear Stilettos

Women who are very style cautious and worships fashion wears stilettos. This choice also reveals that a woman wearing it is in total control of herself. A stiletto women is a powerful women who does what she thinks is right and do not like people messing with her. Personality of women who wear Wedges and Platforms

Women who wear these shoes are very sophisticated, very clever in their dressing sense. They are such individuals who want to get noticed but not at a cost of comfort.

Women personality in Peep Toes

I love peep toes shoes myself. Psychologists say peep toes shoes are worn by those women who believe in feminine dressing. These women are also modern, stable and elegant but still want to take it easy without being too daring and bold.

f. Clinique cosmetics The Clinique Cosmetics Company, part of beauty products giant Estee Lauder, is one of the
largest cosmetic and skin care products in the world. From the beginning, Clinique focused on products that were both allergy-tested and fragrance-free, making them friendly to a wide variety of customers with sensitive skin. At the time, no other skin care company offered individualized products or specific products for sensitive skin and allergy sufferers. Clinique added a line of specialty hair-care products, including shampoo, conditioner and dandruff treatments. The line was designed to be allergy- and fragrance-free, allowing it to align with the company's skin care products. Clinique began to introduce cosmetics aimed at women with allergies and sensitive skin. The line includes foundation, powder, blush, eye and lip products. The company is also known for its antibacterial makeup brushes and tools, designed to help keep skin healthy and prevent breakouts. By the 21st century, Clinique also added a line of skin care products targeted at men. This line includes a version of the company's three-step system designed for a man's skin, as well as shaving and other body products. The demographics are noticeably split with hair care products, facial cleansers and moisturizers/creams/lotions on one end of the spectrum and sun care products on the other end. Concerning the first three categories listed, the age demographic that would be the most desirable is the 18-34 age group. This age group has the largest interest in these products with the only slight exception among hair care products. The largest demographic is in the 18-24 year olds so they are a good market, however, the older age groups are also strongly interested in this product. This is expected and possibly should indicate a need to differentiate the marketing strategy within the hair care products area. The ethnic group area shows the strongest interest among Black, Asian and Hispanic, or to be summarized the non-white ethnic group. Whites generally have a lower interest in these products. Last is income, among this group the lower incomes generally had more interest. With those earning $10,000 to $39,000 the largest groups.

Among the sun care products the groups that would be most interested were nearly the exact opposite of those mentioned above for the other product lines. Those interested in sun care products tend to be middle aged, white and with higher income. This shows a great need for different marketing plans for this product separate from the others. The customer base is so different that it would be difficult to effectively market the sun care with the others. The Clinique Web site is primarily focused on selling products to women. The home page features pictures of women and writing in pink. All with a feminine feel and expression. Nearly all of the tabs and links are for womens products. Everything from Expert Tips and Trends to Offers feature products and advice for and about women. Only one tab labeled Mens features mens products. This tab is broken down into three areas; skin care, fragrance and gifts. Each sub tab has limited offerings although the look and feel of the pages under the mens tab does change somewhat from the home page. The mens tab is more masculine in color and design and features distinctly male products like shaving cream. The focus of the mens site is on anti-aging, which is something both men and women share a desire to use. The products listed under the mens tab also differ from the female version in terms of quantity and specialization. The womens section has a complete line of products from makeup products, anti aging, basic skincare, lip care etc. The mens line is very basic with few products. This is likely done for two reasons. First, the market for mens products is much smaller so they would logically not have as large a product offering. But secondly, it may be kept simple with few products because although men might be interested in skin care, they may not be interested in the specialization that women do. Men likely want one or only a few products that accomplish what they need. Women are more likely to enjoy the shopping experience and therefore likely to by more products than they may actually want or need. The web page attacks mens need to feel and look younger, this is the key behavior principle that Clinique tries to appeal to. Clinique appeals to a mans need to stay looking younger through simple straightforward products. The products displayed also assume that men have some basic knowledge about skin care products by using terms like exfoliate. In my opinion, a cosmetic marketer should have the following characteristics: Ability to work well with all personality types and the development of their individual strengths and talents. Creation of great teams promoting the principle of working together to exceed daily, monthly and yearly goal expectations. Well versed in New Hire Training as well as the development of existing employees to company standards. Event planner, trainer and department scheduler. Important Personal traits to obtain are: hard working, a quick learner, level headed, timely and creative.

3. How would you use emotion to develop marketing strategy for each of the following: The goal for modern era marketers is to click the right set of emotions in their customers through
their advertisements, which will make them go for their products. They do not always succeed in doing so, but when they do, rewards are great. Though debatable, these tactics manages to sell more than any other marketing ploys (if there are any). Bottom-line is that marketing persons should be aware of the emotions that will trigger sales and the knowledge on how to spark these emotions in their targeted customers. We see modern marketers using this tactic in their advertisement a lot, next time when you see some advertisement (even those that seems to make no sense); try to see if it taps into emotions or triggers some feelings in you. Behavioral sciences and the study of human mind have changed marketing from a simple practice of selling into a scientific field where new experiments are carried out, new hypothesis tested and new theories made on regular basis. Companies are no longer limited to attracting people through their ads; they are now looking to go for the kill in every marketing campaign. So much, that many intellectuals have now started to raise questions over these manipulative techniques and methods. Whether it is completely ethical or not is another debate, but the fact is that using the knowledge of human emotions in marketing campaigns works wonder.

a. Visa card use: Credit cards are the most lucrative segment of banking, and not just because of the interest charges.
It's a case of the hook - the low interest rates, the line - the high interest rates, and the sinker - the fees. Everyone in the industry wants to sell you a credit card. Don't be fooled by the offers. Now lets consider emotions mechanism. In the first stage, the person is exposed to some stimulus which causes some physiological changes which lead to some raw affect. As in, the marketers of the credit cards provided by banks and financial companies tend to show the consumers either the good side of using a credit card in order to promote theirs, or the bad side of using other competitors cards. The advertisements have a tendency of presenting a million usages for the brilliant visa card like buying a house, purchasing a gift for the loved ones; do the usual grocery shopping and many others. Then, cognitive appraisal occurs where the context and importance of the stimulus is taken into account very quickly. All of that then leads to a specific emotion. The music used also can manipulate the consumers emotions and then push them to purchase. For example MasterCard is positioned on the emotional platform rather than on the rational platform that Visa uses. The brand has the famous campaign There are somethings money cant buy, for everything else there's MasterCard. The campaign known as Priceless campaign was launched in 1996.The campaign executed by Mccann Erickson rejuvenated the sagging fortunes of the brand during 1996. The brand at that time was facing disaster, the sales were sliding and the competition from Visa was slowly pushing Mastercard to oblivion. The Priceless campaign was indeed Priceless for the brand.

b. Scuba diving:
Have you ever lost your temper? Or said something in a moment of anger, which you later regretted? There's nothing wrong with feeling strong emotions, yet there are plenty of negative emotions that we may wish to control. I am an avid scuba diver and it has recently occurred to me that the basic principles of diving can apply to life and be used to control negative feelings and unpleasant situations. SCUBA was invented during the Second World War by Frenchman Jacques Cousteau, who called it the 'Aqualung'. Scuba diving is swimming underwater using SCUBA (Self Contained Underwater Breathing Apparatus). Using a cylinder of compressed gas to breathe (usually air, but sometimes other gases), scuba divers can stay underwater much longer than would be possible by just holding their breath. Emotional SCUBA is a system to control our negative

feelings and reactions and consequently stay calm longer and spare some time to appreciate nature and unite with the world around us.

c. Orthodontist: Most practices are now spending more time, energy, and money on marketing to boost stagnant
new patient growth. Unfortunately, few doctors track how effective their front desk is in converting resulting inquiries into new patients. Doctors who offer cosmetic and aesthetic procedures, orthodontics, or surgical procedures to improve a patients appearance should focus on the significant psychological and mental benefits that their services provide. Improving the patients sense of self-esteem and self-worth is critically important in the patients buying decision. When your marketing communicates these benefits to patients, they are better able to understand (and justify) the true value of the investment. Also, doctors should carefully explain how their services can improve their patients dental and general physical heath, and make them feel better. The benefits of good dentistry to the patients health has been one of the best kept secrets for years. While consumer emphasis on cosmetic appearance wanes, there is a growing interest on health improvements, with more and more correlation between oral and overall health coming to light. Nows the time to utilize this to your advantage through proactive marketing! For general dentists and periodontists, focusing on the scientifically proven link between periodontal disease and increased risk of heart attack, stroke, diabetes, problem pregnancies, etc. is critical. Moreover, a recent study conducted by Aetna and the Columbia University College of Dental Medicine has demonstrated that proper periodontal care can result in lower overall medical costs and reduced health risks for patients with diabetes, coronary artery disease, or cerebrovascular disease. For example, Proctor & Gamble recently changed its marketing focus in promoting its new Crest ProHealth toothpaste away from cosmetic to general health benefits. If Proctor & Gamble, who devotes hundreds of millions of dollars to marketing and advertising each year, says it has committed to this adjustment in its marketing focus, shouldnt you?

d. Soy milk:
The greatest marketing trick ever devised. Now I'm not saying soy milk is all bad, butjust realise it doesn't have anything to do with milk. It's of course from beans'. So if you like soy milk, no problem, have some artificially fortified beans - it's got some nutrition, but look to have at least one other serve of real milk each day. This was a wake-up call. People were asking, "If soy does this to birds, what is it doing to us?" National health agencies and physician associations of some countries have warned their populace to exercise caution in using soy based infant formulas. In the U. S. two of the Federal Drug Administration's own researchers, Daniel Doerge and Daniel Sheehan, have stepped forward to protest their own agency's allowance of health claim labeling regarding the effects of soy protein on coronary health. In a letter to the FDA, they cite their deep disturbance over potential risk to the public by the FDA's failure to require that the same safeguards be put in place for soy use as for estrogenic (prescribed hormone substances) and goitrogenic drugs (thyroid medication), i.e., that people be informed of the risks and be under a physician's care while using it.

4. What strategies can be used to change the components of an attitude?

8 factors may account for inconsistencies:

Lack of Need. Lack of Ability. Failure to Consider Relative Attitudes. Attitude Ambivalence. Weakly Held Beliefs and Affect. Failure to Consider Interpersonal Influence. Failure to Consider Situational Factors. Measurement Issues.

Attitude Change Strategies Change the Cognitive Component:

Consists of consumers beliefs and knowledge For most attitude objects consumers hold a number of beliefs Each of these beliefs reflects knowledge about an attribute of the product/brand The total configuration of beliefs makes up the cognitive component of the product/brand Many beliefs are evaluative in nature

Change the Affective Component:

Feelings or emotional reactions to an object May be a vague global feeling to the product, or be based on evaluation of specific attributes Most beliefs have associated affective reactions or evaluations Beliefs are subject to situational influences Individual beliefs may be evaluated differently by different individuals, but some beliefs seem to be consistent within cultures

Change the Behavioral Component:

Tendency of attitude holder to respond in a certain manner to an object or activity Behavioural component provides response tendencies or behavioural intentions Actual behaviours reflect these intentions

Generally directed towards an entire object (to buy or not to buy)

5. How can firm cause problem recognition? Give Examples. The first stage in the consumer decision process which occurs before decision making begins. The
recognition of a problem is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. The kind of action taken by consumers in response to recognized problems relates directly to the situation, its importance to the consumer, and the dissatisfaction or inconvenience created by the problem. The level of an individual's desire to resolve a particular problem depends on two factors: (1) the magnitude of the discrepancy between the desired and actual states and (2) the importance of the problem. Relative importance is a critical concept because all consumers have budget constraints, time constraints, or both. Only the relatively more important problems are likely to be solved. In general, importance is determined by how critical the problem is to the maintenance of a desired lifestyle. A discrepancy between what is desired by a consumer and what the consumer has is the necessary condition for problem recognition. A discrepancy can be the result of a variety of factors that influence consumer desires, perceptions of the existing state, or both. Marketing efforts can influence problem recognition. There are two basic approaches to causing problem recognition. These are generic problem recognition and selective problem recognition. These are analogous to the economic concepts of generic and selective demand. Generic problem recognition involves a discrepancy that a variety of brands within a product can reduce. Generally, a firm will attempt to influence generic problem recognition when the problem is latent or of low importance and: (1) It is early in the product. (2) The firm has a very high market share. (3) External search after problem recognition is apt to be limited. (4) It is an industry wide cooperative effort. Door-to-door sales for some products often attempt to arouse problem recognition in part because the salesperson can then limit external search to one brand. Likewise, cooperative often focuses on generic problem recognition. Selective problem recognition focuses heavily on the advertised brand. Business firms attempt to cause selective problem recognition to gain or maintain market share, while generic problem recognition generally results in an expansion of the total market.

A controversial suggestion is to create false problems or unsatisfied needs and wicked wants through advertising and promotion, which can then be satisfied by the promoters product. But, is creation of desires really possible? Do ads and salespeople create problems like waxy yellow buildup, houseitosis (smelly house) and dog breath? Do ads manufacture a problem by saying something like, The dirt you cant see? Who knew they needed fabric softener before Downy came along or furniture perfume until Febreze debuted? Do marketers sometimes offer solutions for invented problems? Are they selling us a bill of goods we do not want or need? If this is all true, then we must deny the concept of consumer sovereignty and admit that we are all dupes in the hands of marketers. However, the marketing concept suggests that needs and wants preexist products. Needs are not for productsproducts are for needs! Marketers do not create wants

they create want satisfiers! In each of the preceding examples, the wants must have pre-existed the marketers. Perhaps the wants lay below the surface of consciousnesslatent (subconscious, covert,) needsbut they were there nonetheless. Demand cannot be createdit can only be discovered via consumer research and then satisfied via marketing activities. The best evidence we have of this is the astronomical failure rate of new products, which is anywhere from 35% to 90% depending on the product-market. If there was a formula for creating desires, surely all marketers would use it and thus never fail! Consequently, the strategy recommendation is not to create needs but rather to make people aware oflatent (covert) problems they had not given much thought to or were unaware of. Much public service advertising awakens problem recognition (e.g., Friends dont let friends drive drunk). The Oral B Indicator toothbrush, which changes color when it is worn out, heightened consumer awareness of the need to dispose of.