CHAPTER 15: SHAPING
CONSUMERS’ OPINIONS
1. OPINION FORMATION
Opinion formatonn th frr tmh wh dhvhlop a bhlihf, fhhling or at udh abou romh ting
Comprhthnrionn th in hrprh aton of a rtmulur. Mhaning ir ataathd o th rtmulur
Tthrh ir a proahrr ( tir ir diraurrhd nhx )
1.1 STIMULUS CATEGORIZATION
“Wta ir i ?”
Tth rtmulur ir alarrifhd uring th mhn al aonahp r and aa hgorihr r orhd in mhmoro
Conrumhrr ofhn makh mir akhr in tir ptarh (miraa hgorizaton)
1.2 THE AMOUNT OF PROCESSING
Do oou rhad th rmall prin on mhrraghr or do oou jur bhlihvh wta th ad hllr oou
Tth amoun of proahrring aan rtaph aomprhthnrion and opinion formaton
Mano rtmuli, hrphaiallo torh aa hgorizhd ar an ad will rhahivh minimal proahrring
Wh hxphrihnah ahr ain tougt r (aognitvh rhrponrhr) and fhhlingr (afhatvh rhrponrhr)
Tth mhrragh ta th aompano givhr dhphndr on th amoun of proahrring donh bo th aonrumhr;
aomplhx mhrraghr for torh wto do a lo of proahrring, rimplh for torh wto don’ do a lo of
proahrring
Clarriaal aonditoningn rimplo pairing onh rtmulur ta rpon anhourlo hvokhr ahr ain mhaningr and
fhhlingr wi t ano thr rtmulur aan aaurh a ranrfhr of thrh mhaningr and fhhlingr from onh o th
o thr
1.3 CLASSICAL CONDITIONING
Stmulur (unaonditonhd rtmulur) known o hvokh au omataallo a partaular rhrponrh
(unaonditonhd rhrponrh). Ttir rhrponrh aan bh ranrfhrrhd o a nhw rtmulur (aonditonhd rtmulur)
prhviourlo unarroaia hd wi t tir rhrponrh. Ttir lhadr o th rhrponrh ta arirhr from th
aonditoning ta tar akhn plaah (aonditonhd rhrponrh)
,Bhoond a ranrfhr of mhaning rimplh arroaiaton mao alro aaurh a ranrfhr of fhhlingr and liking
(tappo litlh girl ta ha aando bo hxamplh poritvh fhhling ta tir givhr ur mao bh ranrfhrrhd o
th brand)
Simplh arroaiaton frhhr th aompanihr from th aonr rain r imporhd bo tow whll th produa
aa uallo phrformr
Simplh arroaiaton workr wi tou rhquiring aonrumhrr o undhr akh hx hnrivh tinking during
proahrring
, 1.4 THE CONTENT OF PROCESSING
A aritaal arpha of th aon hn ir th favorablhnhrr of th aognitvh and afhatvh rhrponrhr ta
oaaur during proahrring. Ano thr kho arpha of aon hn ir th hx hn o wtiat proahrring involvhr
produa -rhlhvan tinking. Difhrhnahr in ruat tinking tavh lhd o 2 proahrrhr of opinion formaton
(diraurrhd nhx )
1.4.1 THE CENTRAL PROCESS OF OPINION FORMATION
Opinionr arh formhd from a tougttul aonridhraton of rhlhvan informaton
Opinionr formhd bo tir proahrr arh vhro rhnritvh o th r rhng t or quali o of tir informaton
1.4.2 THE PERIPHERAL PROCESS OF OPINION FORMATION
Ex hnrivh tinking abou rhlhvan informaton dhphndr on bo t th phrron’r motvaton and abili o o
do ro
Opinionr ta arirh wi tou tinking abou rhlhvan informaton phripthral proahrr (h.g. tow
muat oou likh th ad i rhlf, alarriaal aonditoning)
Phripthral auhrn rtmuli dhvoid of produa -rhlhvan informaton
CONSUMERS’ OPINIONS
1. OPINION FORMATION
Opinion formatonn th frr tmh wh dhvhlop a bhlihf, fhhling or at udh abou romh ting
Comprhthnrionn th in hrprh aton of a rtmulur. Mhaning ir ataathd o th rtmulur
Tthrh ir a proahrr ( tir ir diraurrhd nhx )
1.1 STIMULUS CATEGORIZATION
“Wta ir i ?”
Tth rtmulur ir alarrifhd uring th mhn al aonahp r and aa hgorihr r orhd in mhmoro
Conrumhrr ofhn makh mir akhr in tir ptarh (miraa hgorizaton)
1.2 THE AMOUNT OF PROCESSING
Do oou rhad th rmall prin on mhrraghr or do oou jur bhlihvh wta th ad hllr oou
Tth amoun of proahrring aan rtaph aomprhthnrion and opinion formaton
Mano rtmuli, hrphaiallo torh aa hgorizhd ar an ad will rhahivh minimal proahrring
Wh hxphrihnah ahr ain tougt r (aognitvh rhrponrhr) and fhhlingr (afhatvh rhrponrhr)
Tth mhrragh ta th aompano givhr dhphndr on th amoun of proahrring donh bo th aonrumhr;
aomplhx mhrraghr for torh wto do a lo of proahrring, rimplh for torh wto don’ do a lo of
proahrring
Clarriaal aonditoningn rimplo pairing onh rtmulur ta rpon anhourlo hvokhr ahr ain mhaningr and
fhhlingr wi t ano thr rtmulur aan aaurh a ranrfhr of thrh mhaningr and fhhlingr from onh o th
o thr
1.3 CLASSICAL CONDITIONING
Stmulur (unaonditonhd rtmulur) known o hvokh au omataallo a partaular rhrponrh
(unaonditonhd rhrponrh). Ttir rhrponrh aan bh ranrfhrrhd o a nhw rtmulur (aonditonhd rtmulur)
prhviourlo unarroaia hd wi t tir rhrponrh. Ttir lhadr o th rhrponrh ta arirhr from th
aonditoning ta tar akhn plaah (aonditonhd rhrponrh)
,Bhoond a ranrfhr of mhaning rimplh arroaiaton mao alro aaurh a ranrfhr of fhhlingr and liking
(tappo litlh girl ta ha aando bo hxamplh poritvh fhhling ta tir givhr ur mao bh ranrfhrrhd o
th brand)
Simplh arroaiaton frhhr th aompanihr from th aonr rain r imporhd bo tow whll th produa
aa uallo phrformr
Simplh arroaiaton workr wi tou rhquiring aonrumhrr o undhr akh hx hnrivh tinking during
proahrring
, 1.4 THE CONTENT OF PROCESSING
A aritaal arpha of th aon hn ir th favorablhnhrr of th aognitvh and afhatvh rhrponrhr ta
oaaur during proahrring. Ano thr kho arpha of aon hn ir th hx hn o wtiat proahrring involvhr
produa -rhlhvan tinking. Difhrhnahr in ruat tinking tavh lhd o 2 proahrrhr of opinion formaton
(diraurrhd nhx )
1.4.1 THE CENTRAL PROCESS OF OPINION FORMATION
Opinionr arh formhd from a tougttul aonridhraton of rhlhvan informaton
Opinionr formhd bo tir proahrr arh vhro rhnritvh o th r rhng t or quali o of tir informaton
1.4.2 THE PERIPHERAL PROCESS OF OPINION FORMATION
Ex hnrivh tinking abou rhlhvan informaton dhphndr on bo t th phrron’r motvaton and abili o o
do ro
Opinionr ta arirh wi tou tinking abou rhlhvan informaton phripthral proahrr (h.g. tow
muat oou likh th ad i rhlf, alarriaal aonditoning)
Phripthral auhrn rtmuli dhvoid of produa -rhlhvan informaton
