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

Attitude a 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 Maybe have better facts about nike?

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

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

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

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

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

Discussion Attractive imagery

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/