The topic speaks about the product Apple Watch and the student must mention the motives of Maslow’s hierarchy of needs and examine each level carefully to check whether the product could be fulfilling it. If it does, talk about it and support your arguments with evidence (e.x, ads focusing on a specific need ). the same logic applies to McGuire’s motives (talk about the ones that apply and provide supporting evidence). Then the student should also talk about the three components cognitive, affective, and behavioral attitudes regarding the product in detail and the attitude change strategies toward each component. firstly, Change the Cognitive Component4 Strategies used to change cognitive component:The assumption is that a change in beliefs or knowledge base will have a subsequent influence on affect or behavior. Change the belief about brand performance on one or more attributes. It involves providing facts or statements about performance (easier to change weak brand beliefs). Change/Shift the relative importance of beliefs (some brand attributes are more important). Add new beliefs to the consumer’s belief structure. Change Ideal: Change beliefs about the attributes of the “ideal” brand (e.g., the ideal product is one that has a minimal package, nonpolluting, extensively recycled). secondly, Change the Affective Component3 Strategies used to change affective component:Involves influencing consumers’ liking of brands without directly influencing their beliefs or behaviors. Classical Conditioning: stimulus the audience likes (music, scene) is consistently paired with the brand (chapter 9). Affect toward the Ad/Website: liking the ad (or the website) generally increases the tendency to like the brand. Usually involves using humor, celebrities, or emotional appeal. How about ads arousing negative emotions (fear or guilt)? Mere Exposure: simply presenting a brand to an individual on a large number of occasions might make attitude more positive (familiarity breeds liking). Thirdly, Change the Behavioral ComponentPurchase or use behavior may precede the development of cognition and affect. Operant Conditioning: changing behavior prior to changing affect of cognition (chapter 9). Thus, the key task is inducing product trail while ensuring that the trial will be rewarding: Coupons. Free samples. Point-of-purchase displays. Tie-in purchases. Price reductions.
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