By:
Michelle Fylan
&
Eryn Muntzel
Attitude
a lasting, general evaluation of people, objects,
advertisements, or issues
• When a company hires a celebrity to
represent their brand, it can backfire
• A new analysis in the Journal of
Consumer Research examines different
ways to assure brand loyalty
Before. . .
. . .After
• To better people’s perception of a
product, a company must pair it with
positive stimuli
– Attractive imagery
– Celebrity Endorsements
– Event sponsoring
• Thus favorable feelings will attach to the brand
in the consumer’s mind
• Pairing a brand/product with a positive
stimulus is known as Evaluative
Conditioning
– Indirect Transfer: “The positive feelings
toward brands are dependent on creating
a link in memory between brand and
positive stimulus” (Science Daily, 2010).
– Direct Transfer: “the positive feeling from
the stimulus rubs off on the brand” (Science
Daily, 2010).
• 35 billion dollar athletic company
• 175 acre headquarters in Beaverton, OR
• Markets lifestyle not product
– Increases brand loyalty
• Celebrity endorsements
– Air Jordan best selling sport shoe of all
time
• “We form attitudes toward objects
other than the product that can
influence our product selections”
(Solomon).
• Commercials/advertisements evoke
emotion in consumers
– Upbeat feelings
– Warm feelings
– Negative feelings
“Attitude toward advertiser +
evaluations of ad execution + ad evoked
mood + ad arousal effects on consumer +
viewing content” (Solomon).
My Better is Better
• Evokes motivational research
– “Powerful hook for promotional strategy”
(Solomon).
• Cult Brand: Fierce consumer loyalty
– People buy so they feel a sense of belonging
• Freudian Systems: Symbolism as to why
we buy
– Makes consumers feel like they have the tools
to be an athlete, and to resemble them as well
• Attitude has 3 components:
– Affect: the way a consumer feels about an
attitude object.
– Behavior: person’s intentions to do
something with regard to an attitude
object.
– Cognition: beliefs a consumer has about an
attitude object.
• Utilitarian: Relates to rewards and
punishments
• Nike emphasize the benefits a
product has for the consumers
• Value-Expressive: Expresses
Consumer’s values or self-concept
EGO-DEFENSIVE
FUNCTION:
KNOWLEDGE
FUNCTION:
Protect ourselves from external
threats or internal feelings
Need for order, structure, or
meaning
• Has the tiger woods controversy
altered your perception and attitude
toward Nike as a brand or company?
• How so and why?
• Do Celebrity endorsements play a role
in your decision to buy Nike products?
• http://www.sciencedaily.com/releases/2010/05/100518
113234.htm
• http://www.forbes.com/2010/02/03/most-powerfulsports-names-tiger-woods-nike-cmo-network-sportsbrands.html
• http://www.businessweek.com/magazine/content/06_3
0/b3994068.htm
• http://www.nytimes.com/2010/10/13/sports/football/13
nike.html
• http://classes.bus.oregonstate.edu/ba492/Elton/PP%20S
lides/