Marketing-Consumer Behavior

The Hierarchics of Effects are based on the tri-component model of attitudes. The tri-componen model of attitudes proposes that attitudes are composed of affect, behavior, and cognition the 19. Hierarchies of Effects Th 11 "ABCs" of attitude structure: Affect involves the way a consumer feels about an attitude object; Behavior involves the person's behavior toward, or intentions to do something with regard to an attitude object; Cognition involves the beliefs a consumer has about an attitude object. These "ABC" (or "feel, do, believe") elements can be combined in different ways to create an attitude. The Hierarchies of Effects focus on the sequence of steps that occur. For example, if a consumer first constructs beliefs (cognition) about a product/service, then decides how she feels about it (affect), and then purchases it (behavior), she would be following the Standard Learning Hierarchy. The consistency principle (discussed in more detail in the case "Balance Theory and Spokesperson Strategies") stresses that human beings are motivated to maintain consistency among their beliefs, emotions, and behaviors. In other words, the three components of attitude are unlikely to be at odds with one another. So if one component-say, for example, emotions is predominant in the creation of an attitude, the other two components in this case, behaviors and beliefs are likely to follow along. The sequences of elements that comprise the Hierarchies of Effects are displayed and described below. The Standard Learning Hierarchy Cognition Affect Behavior In this hierarchy, the consumer approaches a product decision as a problem-solving process. The consumer first formulates relatively elaborate beliefs surrounding the product/service. Then, based on those beliefs, the consumer develops an emotional stance (or like/dislike) toward the product/service. Then, based on these beliefs and emotions, the consumer decides how to behave toward that product/service. In many cases, this behavior is a simple purchaseonpurchase behavior, but behavior may also include finding out more about a product, trying the product on a limited basis, and other consumer actions related to the product/service. The low-Involvement Hierarchy Cognition (minor) Behavior Affect The Low-Involvement Hierarchy is similar to the Standard Learning Hierarchy in that the sequence begins with cognition. However, in the Standard Learning Hierarchy those cognitions are relatively elaborate beliefs." In the Low-Involvement Hierarchy, these cognitions are very basic, and may involve mere brand familiarity or very general associations with a brand name. So, in this Low-Involvement Hierarchy, the consumer acts on very minor initial knowledge. often purchasing a product/service based on very limited beliefs. Only after the consumer has engaged in behavior toward the product/service (often a purchaseonpurchase behavior) does the consumer attempt to evaluate like/dislike of the productservice.! The Experiential Hierarchy Affect Behavior Cognition In this hierarchy, consumers act on the basis of their affective reactions to a productservice. They first respond to the product/service on an emotional level, and then act based on this affective response. Only after the consumer has engaged in behavior toward the productservice (often a purchaseonpurchase behavior) does the consumer begin to formulate belief structures surrounding the product/service? Part 1 Next, three consumers, Terry M., Chris R., and Ashley S., have described their recent purchase of running shoes/sneakers. Brands X, Y, and Z are the primary competitors in this product space. Please place the name of the Hierarchy of Effects that the consumer likely used in the space following each consumer's quote. Terry M. purchased Brand X running shoes: "I had to go to the shoe store with my daughter to buy some back-to-school shoes, and I knew that I needed some sneakers to replace my old ones. I was aware that I'd seen advertising for brands X and Z, and of those two whose advertising I'd seen, only brand X was running a sale on that day. So I purchased Brand X, and I've really come to like them." Hierarchy of Effects likely utilized by Terry M.: Some theorists maintain that this after-the-fact evaluation may not occur at all in a very Low-Involvement situation, making the hierarchy appear simply: Cognition (minor) Behavior. Some theorists maintain that this after-the-fact formulation of beliefs may not occur at all in an Experiential Hierarchy, making the hierarchy appear simply: Affect Behavior. 94 Chris R. purchased Brand Y running shoes: I was wandering around the mall with my girlfriends last week. We went by a shoe store-I can't even remember which store it was-and I saw these sneakers in the window. Honestly, they were just calling to me! Aren't they gorgeous?" (she holds her feet up) "Now that I have them, I just wear them everywhere! And I've found that they're actually really very comfortable." Hierarchy of Effects likely utilized by Chris R