1. By: Michelle Fylan & Eryn Muntzel
AttitudeNike
By:
Michelle Fylan
&
Eryn Muntzel

2. Attitude
a lasting, general evaluation of people, objects, advertisements, or issues

3. 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

4. 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

5. 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).

6. 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
Maybe have better facts about nike?

7. Advertisements
“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
Change quotes to our own words
Ad “arouses” consumers to be the best they can be, to push themselves, to evoke the competitiveness in them, making them pay more attention to the ad and ultimately having a lasting impression.
“Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing content” (Solomon).
My Better is Better

8. 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

9. ABC components 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.
Explain how this relates to nike
Nike does this by getting their customers excited about products and promotions
Once they buy the products they intend to train, workout out, ultimately getting fit and conforming to society’s ideal beauty
They believe that these products will make them better and give them the inspiration & tools to reach their goal

10. Utilitarian/Value-Expressive function
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
Add picture of attractive, fit women & men wearing nike
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from external threats or internal feelings
KNOWLEDGE
FUNCTION:
Need for order, structure, or meaning

11. Discussion
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?
“After talking about how much Nike is a lifestyle/cult brand, has tiger woods really altered your perception and attitude toward Nike?
“Nike didn’t make him cheat,”– Andrea lennon
Tell story about daniel and michael jordan being his idol
status—makes a statement

12. Discussion
Attractive imagery

13. References