10/15/2014

Introduction to Advertising

MAAM: beliefs are not equally important

Session 19

Multi-Attribute Models (MAAMs)
• Evaluative Criteria: attributes consumers use to compare brands (the salient attributes)

Advertising and consumer behavior

• Attitude score is calculated as the average rating on the attributes

STP marketing

1
4
1

5
3

• Let’s assume that two groups of consumers have the same average attitude score, 6.5, and they consider the same beliefs in forming their attitudes

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5
2

MAAM: beliefs are not equally important

MAAM: beliefs are not equally important

Multi-Attribute Models (MAAMs)
• Same average score of 6.5 does NOT always indicate same strategy

• Importance: ON a scale of 1 to 10, please indicate how mush is each of the following features likely to influence your decision to buy a car:

• Do you see a difference between the two groups?

• Importance Weights: priority assigned to attributes

B1=durability

B2=style Imp. B1 Imp. B2 Attit.

Group 1

5

8

Group 2

5

8

B1=durability

B2=style Imp. B1 Imp. B2 Attit.

Group 1

5

8

Group 2

8

5

B1=durability

B2=style Imp. B1 Imp. B2 Attit.

Group 1

5

8

70

30

Group 2

5

8

30

70

Gr1 (70/100)x5 + (30/100)x8 = (0.7x5) + (0.3x8) = 5.9
Gr2 (30/100)x5 + (70/100)x8 = (0.3x5) + (0.7x8) = 7.1

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5
4

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MAAM: beliefs are not equally important

Different routes to attitude change

• Importance: ON a scale of 1 to 10, please indicate how mush is each of the following features likely to influence your decision to buy a car:

Brands are also compared in MAAM analysis.

• Importance Weights: priority assigned to attributes

Decision A1=durability A2=style Imp. A1 Imp. A2 Attit.
Criteria

B1=durability

B2=style Imp. B1 Imp. B2 Attit.

Group 1

3

7

70

30

Group 2

7

3

30

70

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Cadillac

5

8

8

5

Lexus

8

5

5

8

Strategies for attitude change. If…, then:

• Is it perception? Change belief.

Group 1 (70/100)x3 + (30/100)x7 = 4.2
Group 2 (30/100)x7 + (70/100)x3 = 4.2
5
5

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

• Is it product reality? Change salience of belief or
Promote new decision criterion
5
6

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

1

10/15/2014

2 Psychological Barriers to Ad Effectiveness

2 Psychological Barriers

• Advertising Clutter: Large volume of ads causes overload working against the advertising process

• Cognitive Consistency: Strongly held beliefs to make efficient decisions resist change

•Selective Attention: Most ads are ignored