Party Right…Or Left or Middle

Stay aware of partying.
     A case in point: As a YouGov posting points out, Herman Cain’s leadership of Godfather Pizza ended fifteen long years ago. Yet his repeated association with the restaurant retailer’s name in political reporting is influencing consumer perceptions.
     The YouGov BrandIndex measurement, which goes from -100 to +100, is compiled by subtracting negative feedback from positive feedback on consumer ratings of quality, value, reputation, satisfaction, and willingness-to-recommend.
     Last February, prior to Mr. Cain’s declaration of intention to be the Republican candidate, the BrandIndex was mildly positive for Godfather’s Pizza. Republicans, Democrats, and Independents were all within four points of each other.
     Beginning in May, after the announcement, the index climbed markedly among Republicans, dropped markedly among Democrats, and vacillated in the middle among Independents. Later, when allegations of sexual harassment by Cain spread, the Godfather Pizza BrandIndex dropped sharply among Democrats and Independents. It continued to climb among Republicans. It’s now at about +16 among Republicans, +3 for Independents, and -9 for Democrats.
     Impressions through association are not news for retailers. They’re why celebrity endorsements and special appearances are used. Because of the highly polarized political climate in America now, associations of the merchant with a political party have additional impact.

• Research findings from Iowa State University, University of Illinois, and Pennsylvania State University suggest this sort of generalization is more likely to occur and persist when the consumer is in a positive mood. Having a good time, loving the pizza, and planning to vote Republican? Then your positive opinion of Godfather’s is multiplied.
• University of Minnesota research indicates the effect is more likely when there is conceptual similarity. Receiving service from an African-American Godfather’s employee or discussing politics over lunch? Then the move in the positive or negative direction is amplified.
• The effect is more likely with prestige retailers than with others, according to researchers at University of South Carolina and University of Minnesota. The political affiliations of a Bloomingdale’s count for more with the consumer than those of a Walmart.
• A set of research findings indicate that the contamination of retail brand image by political association can be reduced by encouraging consumers to think analytically instead of holistically. If you want to sidestep the effect, bring attention to specific product and service features in advertising and face-to-face selling. If you want to enhance the effect, talk in generalities, such as, “We’re your best bet.”

Click below for more:
Celebrate the Celebrity Appeal
Lobby by Acknowledging Opposing Views