© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 5 Attitudes Based on High Consumer Effort

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives~ Ch. 5 1.Discuss how marketers can apply various cognitive models to understand and influence consumers’ attitudes based on high-effort thought processes. 2.Describe some of the methods for using the communication source and the message to favorably influence consumers’ attitudes. 3.Explain how and why a company might try to change consumers’ attitudes by influencing their feelings.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What Are Attitudes? Importance of attitudes—functions: −Cognitive −Affective −Connative Characteristics of attitudes −Favorability −Accessibility −Confidence −Persistence −Resistance −Ambivalence

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Forming/Changing Attitudes Foundations −Cognitions −Emotions Role of effort −Elaboration −Processing routes Central route to persuasion Peripheral route to persuasion Can you think of an example of when each route applies? Influence of consumer attitudes −Cognitive −Affect-based What is the difference between attitude & affect?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cognitive Foundations of Attitudes You are in control of your attitude Marketers may give you information that may base your attitude change (persuasion) Direct or imagined experience Reasoning by analogy or category Values-driven attitudes Social identity-based attitude generation Analytical processes of attitude formation

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cognitive Foundation Models Cognitive Response Model −Counterarguments −Support arguments −Source derogations Expectancy-Value Models −Theory of Reasoned Action −Attitude specificity −Normative influences

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Components of TORA Model Behavior—A function of behavioral intention, determined by: –Attitude toward act –Behavioral intentions –Subjective norms

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Theory of Planned Behavior (TPB) Adds dimension of consumers’ perceived control You control & plan your behavior in many contexts May assume the consumer is rational Perfect versus imperfect information in the marketplace One limitation may be the TPB does not place emphasis on consumer emotions What are the key differences between TORA & TPB? Which theory do you prefer & why?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Changing Consumer Attitudes Persuasion is related to attitude change There is resistance to change Market resistance is resisting the marketplace Diagnosing existing attitudes Devising strategies for change −Change beliefs −Change evaluations −Add a new belief −Target normative beliefs

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. How Cognitively Based Attitudes Are Influenced Communication source −Source credibility −Company reputation −Sleeper effect (e.g., in political advertising) Message −Argument quality −One- versus two-sided −Comparative

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Affective (Emotional) Foundations of Attitudes Affective involvement Affective responses Emotional appeals What is an example of a current brand using an emotional appeal in advertising? Are certain industries more prone to benefit from emotional appeals in their advertising & marketing communications?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. How Affectively Based Attitudes Are Influenced Source –Attractiveness –Match-up hypothesis Message –Emotional appeals –Fear appeals Terror Management Theory (TMT) Can you name a context where TMT applies?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Attitude Toward the Ad Dimensions –Utilitarian (functional) –Hedonic –Interest

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Factors Impacting Consumer Attitude Level of Involvement/ elaboration Knowledge & experience Analysis of reasons Accessibility of attitudes Attitude confidence Specificity of attitudes Attitude-behavior relationship Situational factors Normative factors Personality variables