6.1 What Are Attitudes?

How They Are Formed and Their Role in Consumer Behavior

What is an attitude?
An attitude is a person's feeling, belief, or opinion about something or someone. It influences
how they act.

Example:
If someone likes a brand (positive attitude), they are more likely to buy it.

How are attitudes formed?

 Experience – From using a product or service.

 Learning – From parents, teachers, friends, or media.
 Environment – Culture, religion, or social group.

Role in consumer behavior:

Attitudes help companies understand why people choose certain products and how to influence
their choices.

6.2 Tri-Component Attitude Model

This model says attitude has three parts:

1. Cognitive (thinking)
what you know or believe about a product.
Example: "This phone has a good camera."
2. Affective (feeling)
How you feel about the product.
Example: "I love this phone!"
3. Conative (doing)
what you are likely to do – your intention.
Example: "I will buy this phone."

Application:
Marketers use this model to shape all three parts to make people buy their products.

6.3 Multi-Attribute Models and How They Help in Changing Attitudes

These models look at many product features (attributes) to explain how people form attitudes.

Example: Choosing a laptop

Attributes: Price, speed, design, battery.
Each feature has a score and importance. Brands can improve on important features to change
customer attitudes.

Use in marketing:

 Improve a weak feature.

 Focus on a strong feature.
 Add a new important feature.

6.4 Changing Attitudes by Highlighting Certain Needs

Marketers can change consumer attitudes by making some needs more noticeable.

Example:
If a person cares about health, a food brand can say:
“This product is 100% organic and healthy” – now the buyer sees the product in a positive
way.

Strategy:

 Understand consumer needs (like safety, love, self-esteem).

 Show how the product meets that need.

6.5 Cognitive Elaboration and Attitude Change

Cognitive elaboration means how deeply a person thinks about a message.

If a message is clear and makes people think deeply, it can change their attitude.

Example:
An ad that tells a story about how a product helped someone’s life will make people think
seriously – which can change their attitude positively.

Key idea:
More thinking = Stronger and longer-lasting attitude change.

6.6 Attitudes before Behavior: Cognitive Dissonance & Conflicting Attitudes

Cognitive dissonance = Feeling uncomfortable when your actions and attitudes don’t match.
Example:
You believe in saving money, but you buy an expensive phone. Now you feel guilty or uneasy.

Resolution:

 Change behavior: Return the phone.

 Change attitude: “I needed a good phone for work, so it’s okay.”

Marketers use this by:

 Giving post-purchase reassurance: “You made the right choice!”

6.7 How People Assign Causes to Events (Attribution Theory) in Consumer Behavior

Attribution = Deciding why something happened.

In marketing, this means how consumers explain:

 Success or failure of a product

 Good or bad service

Types of attribution:

1. Internal – "It’s my fault."

Example: “I chose the wrong product.”
2. External – "It’s the company’s fault."
Example: “The Company gave bad service.”

Marketers need to understand this to:

 Handle complaints properly.

 Build better brand image by accepting responsibility when needed.

6.1 Understanding Attitudes and Their Role in Consumer Behavior

✅ What is Attitude?

 Attitude is a person’s overall feeling, belief, or opinion about something.

 It shows how a person feels and thinks about a product, service, or brand — and affects
how they behave.

🔹 Example: If you like Pepsi (positive attitude), you’ll probably choose it over another drink.

✅ Attitude Formation
1) Consumers Learn Attitudes

Consumers develop attitudes gradually over time based on:

🔹 What they see (visuals like ads, packaging, product design)

🔹 What they hear (reviews, word-of-mouth, brand messages)
🔹 What they feel (emotions after using the product or service)
🔹 What they experience (actual use of the product)

This process is called attitude formation. It is influenced by personal experiences, social

surroundings, media exposure, and personality.

2) Sources of Attitude Formation

1. Experience
o Direct use of a product or service.
o Positive or negative use creates strong attitudes.
o Example: If a shampoo gives good results, you’ll have a positive attitude about it.
2. Family and Friends
o We often adopt the opinions of people we trust.
o Their choices influence our choices.
o Example: You may like a brand just because your friend or sibling uses it.
3. Media / Internet / Social Media
o Advertisements, influencers, reviews, and online trends shape our attitudes.
o Example: Seeing a viral TikTok video about a makeup product can make you
want to try it.

3) Role of Personality Factors

o A person’s personality also affects how they form attitudes.

 Need for Cognition

 Some people love to think deeply and analyze information before
forming opinions.
 They look for product details, comparisons, and research.
 Example: A person researching phone features before buying has a high
need for cognition.
 Innovativeness
 Some people love to try new things and are open to change.
 They easily form positive attitudes toward new and unique products.
 Example: A tech lover may quickly form a positive attitude about a new
gadget.

Role of Attitudes in Consumer Behavior

 Attitudes help marketers predict consumer choices.

  If a consumer has a positive attitude, they are more likely to:
o Buy the product
o Recommend it to others
o Stay loyal to the brand
 If a consumer has a negative attitude, they will avoid the product or even speak against
it.

 How Situations Affect Attitudes? (Role of attitude part)

o Even if someone has a certain attitude toward a product, their behavior can
change depending on the situation. This means attitudes are not always fixed
– they can shift based on the environment or context.

 Examples of Situational Influence:

 Time Pressure:
A person prefers homemade food (positive attitude), but due to a busy schedule, they buy
fast food.
 Social Influence:
Someone dislikes a brand, but if all their friends are using it, they might also use it to fit
in.
 Occasion:
A person usually wears casual clothes, but for a wedding, they buy a formal branded
outfit.
 Availability & Price:
A person likes Brand A, but it’s out of stock, so they buy Brand B.

.2 The Tri-Component Attitude Model and Its Applications

The Tri-Component Attitude Model explains that an attitude has three main parts:

🔷 1. Cognitive Component (Thinking)

 This part is about what a person knows, believes, or thinks about a product or brand.
 It is based on facts, knowledge, or perceptions.

Example:
“I believe this phone has a good camera and long battery life.”

👉 This is your logical side – what your brain says.

🔷 2. Affective Component (Feeling)

 This part is about a person’s emotions or feelings toward a product or brand.

 These feelings can be positive, negative, or neutral.

Example:
“I really like this phone. It looks stylish and feels nice.”

👉 This is your emotional side – what your heart says.

🔷 3. Conative Component (Doing / Behavior Intention)

 This is the action part – what the person is likely to do.

 It shows their intention to buy or not buy the product.

Example:
“I plan to buy this phone next week.”

👉 This shows your intended behavior.

✅ Application of the Model in Marketing

Marketers use this model to understand consumer attitudes and to plan better marketing
strategies.

🔸 Cognitive:
Give information through ads, packaging, and comparisons.

🔸 Affective:
Use emotional appeals — like music, storytelling, or beautiful visuals to create good feelings.

🔸 Conative:
Encourage action with discounts, free trials, or limited-time offers.

"Explain your attitude toward your college/university based on the Tri-Component

Attitude Model"
(in simple wording with clearly separated components):
🎓 My Attitude toward My University – Using the Tri-Component Attitude Model

✅ 1. Cognitive Component (What I think)

I believe my university has qualified teachers, good learning resources, and offers a variety of
useful courses. The campus is decent, and the management is trying to improve things step by
step.

✅ 2. Affective Component (What I feel)

I feel proud to be a student here. I enjoy spending time on campus with friends. Sometimes I get
frustrated with the management or scheduling, but overall, I feel positive and connected to my
university.

✅ 3. Conative Component (What I plan to do)

I plan to complete my degree from this university. I also try to participate in events and improve
my academic performance. In the future, I may recommend this university to other students if
they ask for my opinion.

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Altering Consumer Attitudes

Sometimes, consumers have negative or neutral attitudes about a brand or product.

Marketers try to change these attitudes to attract more buyers. This is called attitude change
or attitude alteration.

� 1. Changing Beliefs about Products

 Marketers try to correct wrong beliefs or add new positive beliefs about their product.

Example:
If people think a phone has a weak battery, the company can release ads showing battery tests or
customer reviews saying it lasts 2 days.

✅ This helps people think differently about the product.

� 2. Changing the Brand Image

  Marketers work on improving how the brand is seen emotionally (the affective
component).

Example:
If a clothing brand is seen as "old-fashioned," it can launch a trendy new collection, use young
influencers, or redesign its logo to appear more modern.

This creates a fresh, more appealing image.

3. Changing Beliefs about Competing Brands

 Companies may highlight weaknesses in competitor brands or show how their product
is better.

Example:
A toothpaste brand might say:
“Our product fights cavities 2x better than Brand X.”

This shifts the consumer’s attitude by making the competition look less attractive.

4. Attitude-Behavior Gap

 Sometimes, consumers have a positive attitude but don’t buy the product.

Example:
A student likes a laptop brand and thinks it’s great, but doesn’t buy it because it’s expensive.

This gap can happen due to:

 Price
 Availability
 Peer pressure
 No urgent need

Marketers try to close this gap by:

 Offering discounts
 Giving easy installment plans
 Creating urgency (like limited-time offers

Multiattribute Models and How They Help Change Consumer Attitudes

� What Are Multiattribute Models?

  Multiattribute models are tools used to understand how consumers form attitudes
toward products or brands.
 They look at multiple attributes (features) of a product and how important each
feature is to the consumer.

Multiattribute Attitude Models (Simple Meaning)

These models say that:

 Consumers form their attitude toward a product based on different features, like quality,
price, design, etc.
 Each feature has a value (how good/bad it is) and importance (how much the
consumer cares about it).

Attitude-Toward-Object Model

(This is one type of Multiattribute Model)

This model helps to measure and change consumer attitudes toward a product, brand, or
service (called the “object”).

It’s used to find:

 What features people like or dislike

 Which features matter most
 How to improve consumer attitude

🛠� Ways to Change Attitudes Using This Model

1. Add an Attribute

Introduce a new feature that consumers like.

Example:
A shampoo brand adds a “no harmful chemicals” feature.

2. Change the Perceived Importance of an Attribute

Make a certain feature seem more important in the consumer’s mind.

Example:
Convince people that “battery life” is more important than camera quality in phones
3. Improve Perception of Existing Attributes

Make consumers see an existing feature in a better way.

Example:
Promote that your product’s “low price” does not mean low quality.

4. Develop New Products

Create new products that have the features consumers want.

Example:
A clothing brand launches an eco-friendly fashion line to attract young, eco-conscious buyers.

Other multi Attitude Models (Explained Simply)

🔷 1. Attitude-Toward-Behavior Model

This model says:

 A person’s attitude toward a specific behavior (like buying or using something) affects
their intention to do it. it focuses on the action, not just the product.

Example:
You may like energy drinks, but your attitude toward drinking them every day might be
negative because they’re unhealthy.

🔷 2. Theory of Reasoned Action (TRA)

This model explains how people decide to behave based on:

(a) Normative Beliefs

 What a person thinks others expect from them.

 Like: “My friends think I should buy an iPhone.”

(b) Motivation to Comply

 How much the person cares about others’ opinions?

 If they care a lot, they may follow the group.

Example:
Even if you like Android, you might buy an iPhone because your friends expect you to have one
and you want to fit in.
🔷 3. Theory of Trying to Consume

This theory says:

 People may have a goal to consume something, but they face barriers.

Barriers include:

 ✅ Personal Impediments (internal problems)

e.g. Lack of confidence, fear, laziness
 ✅ Environmental Impediments (external problems)
e.g. No money, no time, product not available

Example:
You want to join a gym (positive attitude), but your schedule is too busy (environmental barrier).

🔷 4. Attitude-Toward-the-Ad Model

This model says:

 A person’s attitude toward an advertisement can affect their attitude toward the brand
or product.

If the ad is creative, emotional, or fun, the consumer may feel better about the brand—even if
they didn’t before.

Example:
You didn’t care about a chocolate brand, but after watching a funny ad, you want to try it.

🔷 5. Attitude-Toward-Social-Media-Posts Model

This is a newer model that focuses on social media marketing.

It says:

 A person’s attitude toward a brand’s social media content affects their:

o Brand interest
o Trust
o Buying decision

Engaging, honest, and relatable posts make people more likely to connect with and buy from
a brand.
Example:
If a clothing brand posts helpful fashion tips, behind-the-scenes videos, or interacts with
followers, people may feel more positive toward the brand.

6.4 To Understand How to Alter Consumers’ Attitudes by Making Particular Needs Prominent

We use the Functional Approach to understand this. This approach says that people develop
attitudes because those attitudes serve a purpose (function) in their life.

🔷 Functional Approach Includes:

1. Utilitarian Function

 This is based on reward or punishment.

 Consumers form positive attitudes toward products that give them benefits or avoid
discomfort.

Example:
If a soft drink gives refreshment in summer, consumers will have a positive attitude toward it.

How marketers use it:

They promote benefits like taste, price, comfort, or convenience.

2. Ego-Defensive Function

 Attitudes formed to protect the ego or self-image.

 People reject things that make them feel insecure or low.

Example:
A man may prefer using a "strong" perfume brand to feel confident and masculine.

How marketers use it:

They design ads that boost self-esteem or protect identity (e.g., skincare, fashion, fitness
products).

3. Value-Expressive Function

 People form attitudes to express their values, personality, or lifestyle.

Example:
Someone who supports animal rights will prefer cruelty-free cosmetics.

� How marketers use it:

They connect their brand to certain values (e.g., honesty, nature, freedom, tradition).
4. Knowledge Function

 People form attitudes to simplify their understanding of the world.

 They like products that help reduce confusion or uncertainty.

Example:
A brand that clearly explains its ingredients or features earns trust.

How marketers use it:

They give clear, honest, and helpful information to consumers.

🔷 Associate Brands with Worthy Causes and Events

 Marketers link their brand to social causes or important events to influence attitudes.

Example:
A food brand sponsors a charity campaign for flood relief.

This makes the brand look socially responsible, which improves consumer attitude and loyalty

6.5 To Understand the Role of Cognitive Elaboration in Altering Attitudes

🔷 What is Cognitive Elaboration?

Cognitive elaboration means how deeply a person thinks about the message they receive.

 If someone pays close attention and carefully thinks about the message → they are
highly involved (deep thinking).
 If someone doesn’t care much or pays only surface-level attention → they are less
involved (shallow thinking).

This is explained by the Elaboration Likelihood Model (ELM).

Elaboration Likelihood Model (ELM)

This model says there are two ways consumers can be persuaded to change their attitude:

1. Central Route to Persuasion

Used when:

 The person is interested, involved, or motivated to think.

 They process the message deeply.

� Results in:
  Strong, long-lasting attitude change.

Example:
If someone is researching laptops seriously, they will pay attention to details like RAM,
processor, battery life, etc.

2. Peripheral Route to Persuasion

Used when:

 The person is not very involved or not really focused on the message.
 They respond to surface-level cues, like:
o Music
o Celebrity endorsement
o Colors
o Emotions

Results in:

 Temporary attitude change.

 Less reliable in the long term.

Example:
Someone buys a perfume just because a famous actor is in the ad, without checking the quality.

6.6: Understanding How Attitudes Can Precede Behavior through Cognitive Dissonance &
Resolving Conflicting Attitudes

What is Cognitive Dissonance?

Cognitive dissonance happens when a person experiences mental discomfort due to having
conflicting thoughts, beliefs, or attitudes — especially after making a decision.

In simple words:
It’s the feeling of regret or doubt after doing something that goes against your earlier beliefs or
expectations.

Post-Purchase Dissonance

 This is a special type of cognitive dissonance that happens after buying something.
 The buyer starts to question whether they made the right choice.

Example:
You buy an expensive smartphone, but later wonder if a cheaper one would have been better.
Why It Happens

 The item is expensive or important.

 There were many alternatives to choose from.
 The choice was not 100% clear.
 The buyer feels responsible for the decision.

How Consumers Reduce Post-Purchase Dissonance

Here are 4 practical ways people reduce this tension:

1. Rationalize the Decision

 The buyer convinces themselves that they made the right choice.
 Focuses on the benefits and ignores negatives.

Example:
“I paid more for this phone, but the camera quality is excellent.”

2. Seek Ads that Support Their Choice

(Avoid Competitive Ads)

 The buyer pays attention to positive messages about the product.

 Ignores or avoids ads from other brands to prevent regret.

Example:
Watching YouTube reviews that say, “This is the best phone in 2025.”

3. “Sell” Friends on the Purchase

 The buyer tells friends about the good features of the product.
 This helps them feel more confident in their decision.

Example:
Telling your friends: “It has the best battery life I’ve ever used!”

4. Seek Reassurance from Satisfied Users

 The buyer asks or listens to people who also bought the product and are happy with it.
 This gives them emotional comfort.

Example:
Hearing a friend say: “I also bought it, and I love it!”
6.7 To Understand How People Assign Causality to Events & Its Application to Consumer
Behavior

Attribution Theory: What Is It?

 Attribution means how people explain the cause of an event or behavior.

 In consumer behavior, attribution helps explain why consumers do what they do, or
how they react to marketing messages.

Two Main Types of Attribution

1. Internal Attribution

 The person believes that the event happened due to their own personality, effort, or
decision.

Example:
“I bought this phone because I’m smart and made a good decision.”

In marketing: If a customer feels they chose a brand because of their own good judgment,
they are more loyal.

2. External Attribution

 The person believes the event happened because of outside factors like luck, marketing,
salesperson pressure, etc.

Example:
“I only bought it because the salesperson forced me.”

In marketing: If consumers blame others, they’re less satisfied and may not buy again.

Defensive Attribution

 This is when people protect their self-esteem by blaming others for negative outcomes.
 It helps reduce guilt or responsibility.

Example:
If a customer regrets buying something, they might say, “The ad was misleading,” instead of
saying, “I made a bad choice.”

Applications in Marketing

Marketers can use attribution by:

  Designing ads that make customers feel like the decision was their own (internal) →
Increases satisfaction.
 Avoiding pressure tactics that lead to external attribution → Reduces blame on the
brand.

Foot-in-the-Door Technique

 You start with a small request

 Then, ask for a bigger request

Why it works:

 People want to stay consistent

 They think, “I agreed before, so I should agree again.”
 They feel like a good or helpful person, so they say yes again

Door-in-the-Face Technique

 You start with a big request (which most people will say no to)
 Then, ask for a smaller request

Why it works:

 People feel a little bad for saying no

 So, they say yes to the smaller request to feel better

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Chap 7 persuading consumer

Advertising Appeal

 An advertising appeal is the method or approach used in ads to attract attention and
influence consumers’ feelings or behavior.

 😂 Humor Appeal (Definition)
 Humor appeal is a marketing technique that uses funny or entertaining content in
advertisements to make the audience laugh, feel good, and remember the product or
brand.

 😱 Fear Appeal (Definition)
 Fear appeal is a strategy that uses warnings or scary situations in ads to make people feel
fear or concern and motivate them to take action to avoid the danger.
Understanding Communication in Consumer Behavior

Topic: Elements, Persuasive Power & Barriers to Communication

What is Communication?

Communication is the process of sending and receiving messages between two or more people.
In marketing, it means how a brand shares messages with customers to influence their
thoughts, attitudes, or behavior.

🔹 Main Elements of Communication

Element Meaning (Simple Words)
Sender The person or brand who creates and sends the message.
Message The information or idea the sender wants to communicate.
Medium The way the message is delivered (e.g., TV, social media, radio, email, etc.).
Receiver The person who gets the message (consumer/audience).
Feedback The reaction or response from the receiver (likes, purchases, comments, etc.).
Noise Anything that disturbs or blocks the message (like confusion, bad design, or
ads).

SOURCE CREDIBILITY AND PERSUASION

✅ What is Source Credibility?

 It means how much we trust the person or source giving the message.
 If the person is honest and experienced, we are more likely to believe them.

✅ Two Main Things in Source Credibility:

1. Expertise – How much the person knows.

2. Trustworthiness – How honest the person is.
What is Persuasion?

 It means convincing someone to believe or do something.

 A credible source helps in better persuasion.

TIME PASSAGE AND SOURCE CREDIBILITY

💤 Sleeper Effect:

 When a message is given by a less trusted source, people may not believe it at first.
 But with time, people forget who said it and only remember the message.
 So, after some time, the message starts to influence them.

⌛ Differential Decay:

 The effect of the source (person who said it) becomes weaker faster than the message.
 People may forget the speaker but still remember the message.

🚫 BARRIERS TO EFFECTIVE COMMUNICATION

1� Psychological Selectivity

Means people choose what they want to see or hear.

 Selective Exposure:
People watch or listen to messages they already agree with.
Example: A sports lover ignores political news.
 Time Shift:
People see messages later (not when it is shown), so the message may lose effect.

2� Message Clutter

 When too many messages are shown together (like many ads), people get confused or
bored.
 The message may be ignored.

3� Psychosocial Noise

 Mental or emotional problems that stop people from understanding messages.

 Example: If someone is stressed or angry, they won’t focus on your message.

4� Sensory Input
  External problems like too much noise, poor sound, or bad visuals.
 These make it hard to hear or see the message clearly.

5� Positioning

 How the audience sees the brand or product.

 If the message doesn’t match the brand, people get confused.

6� Exponential Advertising (Exponential Add)

 When people see the same ad again and again, it gets stuck in their mind.
 But if shown too many times, it can also become annoying

Elements of communication

1. Impersonal Communication

 Definition:
Impersonal communication is when a message is shared with a large audience without
any personal connection. It is usually one-way and not directed at any specific person.
 Example: TV advertisements, newspaper articles.

2. Interpersonal Communication

 Definition:
Interpersonal communication is the direct and personal exchange of information between
two or more people. It can be face-to-face or through phone, messages, etc.
 Example: Talking to a friend, chatting on WhatsApp.

3. Formal Communication

 Definition:
Formal communication follows official rules, structure, and language. It is used in
professional or organizational settings like offices, schools, or businesses.
 Example: Office emails, business letters, official meetings.


4. Informal Communication

 Definition:
Informal communication is casual and friendly. It does not follow any official structure
and is used in personal conversations.
 Example: Talking with friends, chatting during lunch breaks.

5.Traditional media refers to the old or classic methods of communication used to reach a
large audience before the internet and digital platforms became popular.
 6. New media refers to modern digital communication tools that use the internet,
computers, and mobile devices to share information.
It is interactive, fast, and two-way.

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Broadcasted versus Addressable Messages

A broadcasted message is sent to a large, general audience at the same time — everyone sees
the same message. Example: A TV ad during a cricket match that is shown to all viewers

An addressable message is sent to a specific audience based on their interests, age, location, or
behavior. Example:
Two people watching the same TV channel at the same time may see different ads based on
their personal data.

1.The Evolution of TV Advertising

TV advertising has changed over time — from one-size-fits-all to targeted and interactive ads.

📌 Old Style: Traditional TV Ads

 Shown to everyone watching

 Broadcasted (not personalized)
 Limited control or tracking

🆕 New Style: Digital & Streaming Ads (like Mid-roll Ads)

🔹 Mid-roll Ads:

 Ads that play in the middle of online videos (like on YouTube or Netflix-type
platforms).
 Usually non-skippable.
 Similar to a "commercial break" in traditional TV.

Benefits:

 Keeps the viewer’s attention

 Works well on mobile and streaming platforms

2.ADDRESSABLE COMMUNICATION

Addressable communication is when a message is sent to a specific person or group instead of

everyone. It is personalized and based on things like age, location, or interests.

 traditional media includes the old ways of communication used before the internet,
like TV, radio, newspapers, and magazines.
 These media can do some addressable communication, but in a limited way.Example:
Local newspaper ads or direct mail to selected homes
 new media ( narrowcasting) uses digital platforms (like social media, websites, apps)
to send targeted messages to a specific audience.
This process is called narrowcasting because it focuses on a small, selected group, not
the general public. Example: YouTube showing different ads to different users at the
same time
 Addressable advertising is a type of advertising where different ads are shown to
different people, even if they are watching the same content.
It is based on the viewer's interests, location, behavior, or demographics. Example:
Two people watching the same YouTube video may see different ads based on their
personal data.
 Its characteristics
o Customized ads are designed for specific audiences each person sees a message
that matches their interest. Increases the chance of getting the viewer’s attention
o Interactive Viewers can click, like, comment, or swipe. Makes the ad more
engaging and fun. Two-way communication — not just watching, but also
taking action.
o Response measureable advertisers can track results like clicks, views, sales, or
sign-ups. Helps in checking how well the ad is working. Makes it easy to
improve future ads

Message Structure A message is the thought, idea, attitude, image, or other information that the
sender wishes to convey to the intended audience.
 Verbal communication is when we use spoken or written words to share a
message. Example talking face-to-face, Phone calls
 Non verbal is when we share a message without using words — through body
language, facial expressions, gestures, tone, or eye contact.
 Encode means turning thoughts into a message. It is when the sender creates
and sends the message in a form (like words, signs, or symbols) that the receiver
can understand.
 Decode is when the receiver understands or interprets the message sent by the
sender.
 Cognitive learning is about how the brain learns and understands things by
using thinking, memory, and problem-solving.
 Image and Text in advertising and communication, image and text are used
together to create a strong message. How they are designed affects how well
people understand and remember the message.
o Visual complexity refers to how busy or detailed an image or layout
looks.
If there are too many colors, shapes, or elements, it becomes harder to
understand.
o Feature complexity means how many parts or features an object (like a
product or image) has. More features = more complex.
 o Design complexity
 FRAMING means presenting the same message in different ways to influence
how people think or feel about it. It’s about how you say it, not just what you
say.
 Message framing is when a message is focused either on the benefits
(gain frame) or on the losses (loss frame) to affect people’s decisions.
 Need for cognition (NFC) is how much a person enjoys thinking and
solving problems. People with high NFC like deep thinking, reading, and
understanding complex ideas. People with low NFC prefer simple, direct
messages
 Self image is how a person sees themselves — their beliefs, personality,
and values. It affects how they respond to messages or choose products
that match their identity.
 Independent self-image means a person sees themselves as a
separate and unique individual. They value their own thoughts,
choices, and personal goals, even if they are different from
others. Focus on “I” and “ME”
 Interdependent self-view means a person sees themselves as part
of a group or community.They value relationships, harmony,
and doing what’s best for family or group.
 Framing Impact Behavior how people understand messages and how
they act. The way you present a message (positive, negative, one-sided,
etc.) can change decisions and influence behavior.
 ONE- OR TWO-SIDED Only shows the positive side of a
product or idea. Used when the audience already agrees or doesn’t
know the other side. Shows both positive and negative sides, but
ends with a positive point. Builds trust and works for an audience
that may be skeptical
 NATIVE ADS ads that look like normal content but are actually
paid promotions. They match the style and format of the
platform, so people don’t feel it’s a direct ad.
 Native advertising
 Podcast Ads that play during a podcast episode, often
spoken by the host.
 Infomercials Long TV commercials that look like TV
shows or interviews, but they are ads. Used to explain
products in detail and often include customer
testimonials.
 ORDER EFFECTS
These effects are how the position of information in a message
affects what people remember or prefer.
 Primacy effect. People remember the first information
they hear best. Useful when you want to impress early
  Recency effect. People remember the last information
they hear better Useful when you want the final point to be
strong
Persuasive Appeals
These are different ways to convince people to buy a product or believe a message.
Companies use emotional, logical, or fun ways to influence customers.
 high-consumer involvement
This means the customer really thinks a lot before buying.
They care about the product and want to make the best choice. Example: Buying a
car or laptop
 need for cognition
This means some people enjoy thinking deeply and understanding things.
They like logical ads with facts and reasons. Example: A person who likes to read
product reviews before buying.
 emotional and rational
Emotional Appeal: Uses feelings like happiness, love, or fear to convince.
Example: A baby product ad showing a happy family. Rational Appeal: Uses
logic and facts like price, features, or quality.
Example: A phone ad that shows camera specs and battery life
 hedonic and utilitarian
Hedonic Appeal: Focuses on fun, pleasure, or enjoyment.
Example: An ad for a luxury perfume or vacation. Utilitarian Appeal:
Focuses on usefulness and practical benefits.
Example: An ad for a washing machine that saves water.
 COMPARATIVE
This means comparing two or more things to show which one is better.
Example: Saying "Brand A is cheaper than Brand B.
 COMPARATIVE advertising
This is when a company shows its product is better than a competitor’s by
comparing features, price, or quality.
Example: An ad that says, “Our toothpaste whitens better than Brand X.”
 Promotion focus
This means a person wants to gain rewards or success.
They focus on goals, achievements, and growth.
Example: "I study hard to get a high grade.
 Prevention focus
This means a person wants to avoid problems or losses.
They focus on safety, responsibility, and avoiding mistakes.
Example: "I study hard so I don’t fail.
 HUMOR
 Humor means using jokes or funny things to make people laugh.
In advertising, it helps to catch attention and make the ad more enjoyable. Example:
A funny ad about a snack that makes people laugh
 the findings of scores of studies on using humor in advertising:

 Funny ads get more attention

 People remember funny ads better
 Humor works well if it matches the product
 But sometimes, humor can distract from the main message or offend
some people

 need for humor

Some people enjoy and look for funny content more than others.
They like jokes and feel good when ads make them laugh. Example: A person
who loves watching comedy shows will enjoy funny ads more
 SEX
In ads, “sex” means using attractive images or ideas related to beauty, love, or
romance to catch attention or sell a product. Example: A perfume ad showing a
handsome man or beautiful woman.
 sexual self-schema
This means how a person thinks about themselves as attractive
 is sensation seeking
This means a person who loves excitement, adventure, or trying new
things.
They enjoy risky or thrilling experiences and may like bold or exciting ads.
 TIMELINESS
Timeliness means doing something at the right time.
In advertising, it means sharing the message when it’s most effective, like during a
festival, sale season, or trending moment.
Feedback and Effectiveness
 Persuasion effects
This means how well the ad changes people's minds or makes them interested in the
product. Example: After watching the ad, people start liking the bran
 Sales effect
This shows if the ad helped to increase sales.
It checks if more people bought the product after seeing the ad.
 Media exposure effect
This means how many people saw or heard the ad and how often.
It helps to know if the ad reached enough people.
 Physiological measures
 These are tests that check body reactions to the ad, like: Heart rate Eye movement Facial
expressions
 Attitudinal measures
This means checking what people think or feel about the brand after seeing the ad.
It looks at their opinions, likes, or dislikes.
 Fear
Fear in advertising means using a scary message to warn people about danger or risk
and make them take action.

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Chap 8
Social Media

Definition: Online platforms like Facebook, Instagram, Twitter, and LinkedIn where
people share content and interact with brands.

Impact on 4Ps:

1. Product:
o Brands learn what people like or don’t like from comments and reviews.
o Makes buying more fun by building friend groups or fans.
2. Price:
o Companies can test different prices quickly.
o Reviews help people believe the product is worth the price.
3. Place:
o You can shop directly on social media.
o Products can reach people anywhere in the world.
4. Promotion:
o Ads appear only to people who might care (e.g., those interested in shoes).
o Posts, stories, and videos let brands talk directly with you.

Mobile Advertising

Definition: Ads you see on phones and tablets—like banners, videos, notifications, or SMS.

Impact on 4Ps:

1. Product:
o You can try stuff right in the ad (like flipping colors or sizes).
o Makes products feel more real and fun.
2. Price:
o Shows deals or coupons you can use immediately.
 o Often cheaper for brands than desktop ads.
3. Place:
o
Ads pop up wherever you are—on the go, at home, or in class.
Some show offers when you’re near a store.
o
4. Promotion:
o Comes in many types: banners, pop-ups, and videos.
o Brands see instantly how many people click or buy, so they can change ads fast.

Social Media and Consumer Behavior

It refers to how people’s decisions and actions when buying products or services are influenced
by social media platforms. This relationship includes: Exploring info through reviews,
recommendations, and user-generated content. Social proof, where users trust feedback from
others online—friends, followers, or influencers—before making choices

 INDIVIDUALS AND NETWORKS

o The audience structure of social media includes the following elements:
 These are people with personal profiles on social media—like you,
your friends, or fans of a brand.
 These are the friendships, follows, and interactions between individuals.
 Subgroups emerge based on common interests, goals, or geography—like
fan clubs, hobby groups, or local circles.
 Some individuals have many connections or attract large audiences (e.g.
influencers, celebrities).
 Social platforms track how people feel, react, and behave (likes, shares,
comments, clicks).
 What Are Apps?
 Apps are software programs designed to perform specific tasks for users.
They can be installed on various devices such as:
 Computers
 Tablets
 Smartphones
 Apps can serve many functions. Here are some examples:
 🎮 Games – like Candy Crush, PUBG, or Minecraft
 🌐 Online resources – like news apps (BBC News), learning
platforms (Khan Academy), or weather apps
 📱 Social networking – like Facebook, Instagram, or TikTok

 Consumer engagement refers to the emotional and behavioral connection between a

consumer and a brand or company. It encompasses the ways in which a consumer
interacts with a brand through various channels, such as social media, apps, websites,
customer service, and in-person experiences.
 The primary reasons for engaging in social media include:
  Staying Connected with Others
 People use social media to keep in touch with friends, family, and communities.
 It helps maintain relationships regardless of geographic distance.
 Entertainment
 Users engage for fun, to watch videos, play games, or explore memes and trends.
 Information and News
 Social media serves as a source for breaking news, expert opinions, and updates on
topics of interest.
 Self-expression
 Platforms allow users to express their thoughts, beliefs, creativity, and identity

Cognitive learning is a style of learning that focuses on actively engaging your brain to acquire
knowledge and understand information, rather than just memorizing facts or responding to
stimuli. It involves mental processes such as:

 Thinking
 Memory
 Problem-solving
 Perception

Enhancing Consumer Engagement

Consumer engagement refers to how customers interact with a brand through various channels
and touchpoints. Enhancing it means increasing the quality, frequency, and emotional
connection of those interactions. Here are effective ways to improve consumer engagement:

 Create Valuable and Relevant Content

 Leverage Social Media Interaction

Promotional Goals in Social and Mobile Media

Promotional strategies in social and mobile media aim to increase brand awareness,
engagement, loyalty, and ultimately, sales. Here are the key promotional goals:

 Increase Brand Awareness

 Drive Website Traffic
 Boost Customer Engagement
 Enhance Customer Service

Advertising on Social Media

ADVERTISING CHANNELS

 There are several types of social media channels:

o Owned social media online communication channels that marketers control.
o Paid social media online communication channels that marketers pay for using.
 o Earned social media Independent online media channels that are neither owned
nor controlled by marketers.

GOOGLE

Google is a tech company that runs the world's most popular search engine (Google Search).
It also offers free tools like Gmail, Maps, YouTube, Drive, and Android to help with
studies, work, and daily life.

 Google reaches consumers by using:

 web-search ads
Text ads that appear above/below Google search results when users search
for specific keywords
 online display ads
Visual ads (images/videos) on websites, apps, or social media (e.g.,
YouTube, news sites).
 Mobile advertising, which are ads that appear on mobile devices in Google
search results, on content websites, and in apps

ADVERTISING STRATEGIES

 Search Ads (Google/Bing): Text ads that appear when you search online. (Example:
"Best shoes" → Nike ad on top.)
 Display Ads: Picture/video ads on websites. (Example: Banner ad for Samsung on a tech
blog.)
 Social Media Ads: Paid posts on Facebook, Instagram, etc. (Example: Sponsored Reels
on Instagram.)
 Video Ads: Short ads on YouTube/TV. *(Example: 5-second ad before a video.)
 Characteristics of Effective Social Media Campaigns

1. Works best when combined with TV, radio or print ads

2. Reaches customers, retailers and business partners all at once
3. Tracks likes, shares and comments to spot new opportunities
4. More effective when CEOs actively participate
5. Employees should post about company but follow rules

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Mobile Advertising
 Consumer response

 How customers react to a product, ad, or brand – including their thoughts, feelings, and
actions (like buying, ignoring, or sharing feedback)
 Types
 Monetary Value

 Customers want good prices, discounts or deals

 Example: "This phone is worth the price because it's 20% off"

 Convenience Value

 Customers appreciate easy, fast and hassle-free experiences

 Example: "I love this app because I can order food in 2 clicks"

 Emotional Value

 Customers connect with brands that make them feel happy/special

 Example: "This perfume makes me feel confident and attractive"

 Social Value

 Customers like brands that improve their social status/connections

 Example: "Wearing these shoes makes me fit in with my friends"

Promotional Tactics are the different ways a company promotes its products or services to
attract customers and increase sales.

ADVANTAGES AND SHORTCOMINGS refers to the pros (benefits) and cons

(limitations) of a strategy, product, or decision.

Simple Explanation:

 Advantages = Good points (Why it works)

 Shortcomings = Weaknesses (Where it fails)
 Search Advertising = Placing ads on search engine results pages (like Google/Bing) that appear
when users type specific queries.
 Desktop vs. Mobile Devices – The Future

 Desktop: Powerful for work, gaming, and complex tasks (like video editing).
 Mobile: Dominates for convenience, apps, and on-the-go use (social media, shopping).

The Future of Social Media – In Simple Words

1. More Videos, Less Text

People love short videos (like TikTok, Instagram Reels, YouTube Shorts). In the future,
social media will have even more video content and fewer long posts.
2. AI Everywhere
Artificial Intelligence (AI) will help create content, suggest posts, chat with followers,
and even make smart filters. You’ll see AI-generated videos, captions, and virtual
influencers.
3. More Personal, Less Public
Social media will feel more private. People will prefer small groups (like WhatsApp,
Instagram Close Friends, or private stories) instead of posting publicly all the time.

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Advertising’s Reach and Efficacy

Learning Objective

8.4 To understand audience measurement and media reach.

Advertising’s Reach:

"Reach" means how many people see or hear your advertisement.

 It tells you the total number of people exposed to your ad at least once.
 For example, if your ad plays on TV and 1 million people watch it, then your reach is 1
million.

Types of Reach:

1. Broad Reach – When an ad is shown to a large and general audience (like on national
TV).
2. Targeted Reach – When an ad is shown to a specific group (like young adults on
Instagram
Advertising’s Efficacy (Effectiveness):

"Efficacy" means how well your advertisement works.

 It shows whether the ad achieved its goal, like increasing sales, building brand
awareness, or getting more website visits.

How to Measure Efficacy:

1. Sales Increase – Did the ad help sell more products?

2. Customer Awareness – Do more people now know about your brand?
3. Engagement – Did people click, like, or share the ad online?
4. Conversion Rate – Did people take action after seeing the ad (like signing up or buying
something)?

ANALYZING WEBSITE VISITS

1. Unique Visitors

 The number of different people who visit your website (even if they visit many times).
 Example: If Ali visits 5 times, he still counts as 1 unique visitor.

2. Cost per Unique Visitor

 How much money you spend on ads divided by the number of unique visitors.
 Formula:
Total Ad Cost ÷ Unique Visitors
(This tells if your ad spend is worth it.)

3. Return Visits

 How many visitors come back to your site after their first visit.
 More return visits = people liked your content.

4. Time Spent

 The average time a visitor spends on your website.

 More time = better content or user interest.

5. Page Views

 Total number of pages seen by visitors.

 One person can have multiple page views.

6. Interaction Rate
  How often visitors click, comment, share, or take action on your site.
 Shows how engaging your content is.

7. Conversation-Related Measures

 Measures comments, messages, and discussions started by users about your brand.
 Helps you see how much people are talking about you.

8. Visitors’ Demographics (a)

 Information about your visitors like age, gender, location, language, etc.
 Helps target ads and content better.

🌐 GAUGING INFLUENCE WITHIN SOCIAL NETWORK

 Measures how much impact your brand has on social platforms (like shares, followers,
mentions).
 More influence = stronger brand reputation online.

📊 GOOGLE ANALYTICS

 A free tool by Google that tracks and reports website traffic and user behavior.
 Tells you:
o Where your visitors come from.
o What they do on your site.
o How long they stay, etc.

⚠� ONLINE FRAUD AND UNSEEN ADS

 Fake clicks or impressions from bots or fake users.

 Sometimes your ad is never seen (it appears too low or is skipped).

🛑 PIRATED CONTENT

 Illegal content (like movies or shows) that people watch or download without paying.
 Ads shown on pirated sites are risky and less trustworthy.

📺 NIELSEN

 A company that measures TV ratings and viewer behavior.

 Helps advertisers know which shows people watch and when

� TIME-SHIFTED VIEWING

 Watching TV shows later (not live), using DVR or online platforms.

  Important for advertisers to track when and how people watch.

📱 FACEBOOK, GOOGLE, AND TWITTER

 Major platforms where:

o Ads are placed.
o User behavior is tracked.
o Brands interact with customers.

🚫 SKIPPING AND BLOCKING

 Users may skip ads (like on YouTube) or use ad blockers.

 This reduces the number of people who actually see the ad.

📈 IMPROVED MEASURES OF SOCIAL ACTIVITY

 New tools that more accurately track:

o Likes, shares, comments, and time spent.
o These help measure real user engagement on social media.

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Traditional Media’s Evolution

Learning Objective

8.5 To understand technology’s impact on traditional broadcast media.

Traditional Media’s Evolution

Traditional media (like TV, radio, and newspapers) is changing because of new technology and
digital trends. It’s not dying—it’s evolving to keep up with modern audiences.

1. TELEVISION

 TV is still popular but now people can watch shows online, on mobile phones, or on
demand (like Netflix or YouTube).
 Advertisers now add QR codes, hashtags, or ask people to interact during shows.

2. Enhancing Traditional Media (with Social Media & Mobile Advertising)

 Now, TV ads are often shared on social media too.

 Mobile ads appear while using apps or games.
 This makes traditional media more powerful by reaching people on multiple platforms.
3. Interactive TV (iTV)

 Viewers can interact with the content.

Example: Vote in a live show, choose the ending, or click on an ad to learn more.
 It turns watching TV into a two-way experience.

4. RADIO

 Radio is now also available online (like FM on mobile apps).

 Podcasts are modern radio shows people can listen to anytime.
 Ads are now often customized to listener interests.

5. PRINT MEDIA

 Newspapers and magazines now have digital versions.

 Some use QR codes or Augmented Reality (AR) to connect print with online content.
 Readers can scan to watch videos or visit a website.

6. OUT-OF-HOME MEDIA

 Includes billboards, posters, buses, transit ads.

 Now upgraded with digital billboards that can show moving ads or change in real-time.
 Some even interact with your mobile phone via Bluetooth or Wi-Fi.

7. Branded Entertainment / Product Placement

 When a brand appears naturally inside a movie, drama, or show.

Example: A character drinks Coca-Cola in a movie – that's product placement.
 It feels less like an ad and more like a part of the story.

8. Branded Content

 This is content created by a brand that entertains or informs people without directly
selling.
Example: A cooking show sponsored by a food company, using their products.
 The goal is to build brand awareness through useful or fun content.

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