AttitudeNike

By:Michelle Fylan

& Eryn Muntzel

Attitudea lasting, general evaluation of people,

objects, advertisements, or issues

Brand Attitudes: How Companies can Avoid the ‘Tiger Woods’ Effect

• 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

Article Analysis • 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

Continued

• 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).

Nike Facts• 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

My Better is Better

“Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing content” (Solomon).

Nike Relating to the Class

• 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-DEFENSIVEFUNCTION:

Protect ourselves from external threats or internal feelings

KNOWLEDGEFUNCTION:

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?

Discussion

References

• http://www.sciencedaily.com/releases/2010/05/100518113234.htm

• http://www.forbes.com/2010/02/03/most-powerful-sports-names-tiger-woods-nike-cmo-network-sports-brands.html

• http://www.businessweek.com/magazine/content/06_30/b3994068.htm

• http://www.nytimes.com/2010/10/13/sports/football/13nike.html

• http://classes.bus.oregonstate.edu/ba492/Elton/PP%20Slides/