Affect-based and Attribute-based Evaluations

Affect-based evaluations are made by the consumer evoked by an alternative, that are based on the overall feeling. Emotion and mood influence affect-based evaluations when given limited information on the alternative.

Attribute-based evaluations are made considering a purchase situation, where evaluations are based on a set of relevant attributes. For example, product features are considered when comparing products.

Affect-based Evaluations

Mood-ivated to get those shorts
My example is a personal example of an Affect Based Evaluation from when I was shopping at the mall a couple of years ago (yeah, I still remember this moment). I was walking around one of my favorite shops, and a pair of shorts caught my attention. Sounds silly, but I honestly felt a strong feeling of REALLY wanting these shorts. I had a ton of shorts back at home, and I definitely didn’t need any new ones. Normally, I don’t buy things unless I really need them. Also, I never tend to buy things at their full price. These particular shorts were not on sale, but still, I just had to have them. I don’t know exactly why, I just know I really liked them. I ended up buying them, and still love those shorts to this day.

Branding > Attribute

When healthy food market to the customers, marketers usually make people to consider the benefits and the nutrition over taste (experiencing attribute based evaluations). On the other hand, snacks and desserts, because of their lack in nutrition , usually adapted emotional appeal in marketing. From Coca Cola’s “open happiness” (now “Taste the feeling”) to Kit Kat’s “Have a break”, companies try to associate happiness and enjoyment with the product.

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(via Campaign brief)

Brand and values also participate heavily in affect based evaluations. It is because emotions are subjective, therefore a positive brand image can be crucial in affecting customer interpretation of its products. Even many people does realize Starbucks beverages are not outstanding in quality and overprice, but because of their public image and relationship with the customers, it manages to be the most successful company in the field of coffee.

Colors and Content Can Make a Difference

I am opting to attend an air show sometime in the future. The first thing can comes in mind is what to wear to the air show. As there are many teams performing, the more vivid their representation gets. In other words, I would get a shirt that has colors aligning with my favorite team and the content (e.g.) that has very strong affiliation with said team. This in turn brings about satisfaction as I get my attire.

Attribute-based Evaluations

Prominence in Marketing Ads

There has always been a number of commercials that based their message on comparing their own product brand against other similar product brands. The comparisons most companies choose to showcase are on features, benefits, price, and more. One commercial recently came out comparing their product with another prominent product in the market. Lysol Wipes created a commercial based in a school where germs live and prosper, and compared their product to Clorox’s similar product, Clorox wipes.

See the Lysol Wipes Commercial

Lysol pitted the two products against one another to see which killed the most commonly found germs out there. In their comparison, Lysol Wipes wins overall, in killing more germs. The marketing ad  is based on showcasing their product in the same way we evaluate those in the market, based on their attributes, if not by how we feel. In terms of cleaning products, consumers search for those that clean the best, and the most, in a reasonable time. When consumers view the products attributes, the decision becomes clear as the product is researched and looked at. Lysol Wipes takes care of the research and comparison often done before purchasing a product, by placing the benefits in the commercial to attract more customers.

T-Mobile #BallbusterChallenge

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If you’ve turned on a TV, radio or seen pretty much any advertising in the universe in the last couple weeks, you can’t have missed Verizon’s “balls” ad in which Big Red tries to explains its network using an outdated test it which finds Verizon’s network to be the only one worth considering. The ad is missing details and facts, including the “fine print” that the Verizon test is up to 12 months old and completely ignores that T-Mobile’s LTE network have literally more than DOUBLED in the last year. It also calls out that the independent tests, which turns out to be partially paid by Verizon excluded Voice over LTE technology that handles 40% of T-Mobile’s calls and even ignored T-Mobile’s Extended Range LTE, the Un-carrier’s newest coverage, which goes 2x farther from towers and works 4x better in buildings—among other things. In addition, the Un-carrier is inviting consumers and media to give T-Mobile’s full network a try … because T-Mobile’s LTE network is not just the nation’s fastest, it’s also the nation’s fastest growing. I think this advertising failure has helped the attribute-based evaluations consumers make when choosing cellphone companies.

 

 

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