Роль рекламы в формировании потребительского намерения
Аннотация
В статье представлены современные теории, описывающие влияние рекламы на намерение купить продукт (так называемое потребительское намерение). Рассматриваются понятия аттитюда и когнитивной реакции на рекламу и продукт, которые являются факторами, влияющими на формирование этого намерения. Значимость факторов зависит от степени вовлеченности реципиентов в ситуацию. Однако, согласно результатам приведенного в статье исследования аттитюд к рекламе (аффективная реакция на рекламу) играет первостепенную роль в формировании положительного аттитюда к продукту как в случае низкой, так и высокой вовлеченности. Этот факт позволяет использовать аттитюд к рекламе в качестве показателя ее эффективности еще на этапе предварительного тестирования.
Ключевые слова:
аттитюд, когнитивная реакция, намерение купить, вовлеченность, модель М. Фишбайна, модель Р. Пэтти и Дж. Касьоппо, модели формирования потребительского поведения
Литература
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Smith R.E., Swinyard W. R. Attitude-Behavior Consistency: The Impact of Product Trial Vs. Advertising//Joumal of Marketing Research. 1983. 20 (August). P.257-267.
Worchel S., Cooper J., Goethals G.R. Understanding Social Psychology. California: Brooks/Cole Publ. Company. 1989.
Wright P.L. The Cognitive Processing Mediating Acceptance of Advertising//Joumal of Marketing Research. 1973. 10 (February). P.53-62.
Zaijonc R.B. Feeling and Thinking: Preferences Need No Inferences//American Psychologist. Vol.35. 2. 1980.
Божович Л.И. Социальная психология. М.,1969.
Котлер Ф. Основы маркетинга. М.,1990.
Мясищев В.Н. Личность и неврозы. Л.,1960.
Bower G.PL, Bootzin R.R., Zajonc R. Principles of Psychology Today. NY: Random House. 1987.
Droge C. Shaping the Route to Attitude Change: Central Vs. Peripheral Prossesing Through Comparative Vs. Noncomparative Advertising//Joumal of Marketing Research. 1989. 26 (May). P. 193-204.
Fagly A.H, Chaiken S. Cognitive Theories of Persuasion//In L.Berkowitz (Ed.). Advances in Experimental Social Psychology. NY: Academic Press. Vol.XVII. 1984.
Fishbein M. An Investigation of the Relationship Between Beliefs About an Object and the Attitude Toward that Object//Human Relations. 1963. 16. P.233-240.
Fishbein М. Ajzen J. Beliefs, Attitude, Intention and Behavior: An Introduction to Theory and Research. MA:Addison-Wesley. 1975.
Gardner M. Does Attitude Toward the Ad Aff ect Brand Attitude Under a Brand Evaluation Set?//Joumal of Marketing Research. 1985. 22 (May). P. 192-198.
Homer P.M. The Mediation Role of Attitude Toward the Ad: Some Additional Evidence//Journ al. of Marketing Research. 1990. (February). P.78-86.
Johnson В. Т. Eagly А.Н. Effects of Involvement on Persuasion: A Meta-Analysis//Psychological Bulletin. 1989. Vol. 106. 2. P.290-303
MacKenzie S.B., Lutz R.J. An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretest Context//Journal of Marketing. 1989. 53 (April). P.48-65
MacKenzie S.B. Lutz R.J., Belch G.E. The Role of Attitude Toward the Ad as Mediator of Advertising Effectiveness: A Test of Competing Explanations//Joumal of Marketing Research. 1986. (May). P. 130-143.
Miniard P. W., Bhatla S., Rose R.L. On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis//Journal of Marketing Research. 1990. 27 (August). P.290-303.
Mitchel A.A., Olson J.C. Are Product Attribute Beliefs the Only Mediator of Advertising on Brand Attitude?//Journal of Marketing Research. 1981. 18 (August). P.318-332.
Mittall B. The Relative Role of Brand Beliefs and Attitude Toward the Ad as Mediators of Brand Attitude: A Second Look//Journal of Marketing Research. 1990. 27 (May). P.209-219.
Mowen J.C. Consumer Behavior. NY: MacMillan Publ. Company. 1987.
Myers J.H. Marketing. 1987
Nowak St. Pojecie postawy w teoriach i stosowanych badaniach spolecznych//W: Nowak St. (Ed.) Teorie postaw. Warszawa: PWN. 1973.
Obuchowski K. Dwa mechanizmy powstawania i funkcjonowania postaw//W: Nowak St. (Ed.) Teorie postaw. Warszawa: PWN. 1973.
Park С. W., Young S.M. Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation//Joumal of Marketing Research. 1986. 23 (February). P.l1-24.
Petty R.E., Cacioppo J.T. Involvement and Persuasion: Tradition Versus Integration//Psychological Bulletin. 1990. Vol. 107. 3. P.367-374.
Petty R.E., Cacioppo J.T. The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion//Joumal of Personality and Social Psychology. 1984. Vol.46. 1. P.69-81.
Petty R.E., Cacioppo J.T. The Elaboration Likelyhood Model of Persuasion//In L.Berkowitz (Ed.). Advances in Experimental Social Psychology. NY: Academic Press. Vol.XIX. 1986.
Petty R.E., Harkins S.G., Williams K.D. The Effects of Group Diffusion of Cognitive Effort on Attitude: An Informational-Processing View//Joumal of Personality and Social Psychology. 1980. Vol.38. 1. P.81-92.
Smith R.E., Swinyard W. R. Attitude-Behavior Consistency: The Impact of Product Trial Vs. Advertising//Joumal of Marketing Research. 1983. 20 (August). P.257-267.
Worchel S., Cooper J., Goethals G.R. Understanding Social Psychology. California: Brooks/Cole Publ. Company. 1989.
Wright P.L. The Cognitive Processing Mediating Acceptance of Advertising//Joumal of Marketing Research. 1973. 10 (February). P.53-62.
Zaijonc R.B. Feeling and Thinking: Preferences Need No Inferences//American Psychologist. Vol.35. 2. 1980.
