ATTITUDES AND INFLUENCING ATTITUDES 11 CHAPTER ATTITUDES AND INFLUENCING ATTITUDES 11-1

Attitudes and Influencing Attitudes An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. Attitudes serve four key functions for individuals: Knowledge function Value-expressive function Utilitarian function Ego-defensive function 11-2

Attitudes and Influencing Attitudes Attitude Components and Manifestations 11-3

Attitude Components Attitude Component Consistency 11-4

Attitude Component Consistency Attitude Components Attitude Component Consistency Seven factors may account for inconsistencies: Lack of Need Lack of Ability Failure to Consider Relative Attitudes Weakly Held Beliefs and Affect Failure to Consider Interpersonal Influence Failure to Consider Situational Factors Measurement Issues 11-5

Attitude Change Strategies Change the Cognitive Component Change the Affective Component Change the Behavioral Component 11-6

Individual and Situational Characteristics that Influence Attitude Change Competitive Situation - PCs can influence persuasion under HI INVOLVEMENT in competitive situations when: Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker). Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate. 11-7

Individual and Situational Characteristics that Influence Attitude Change Consumer Resistance to Persuasion Consumers are not passive to persuasion attempts Consumers are often skeptical (an individual characteristic) and resist persuasion Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent. 11-8

Communication Characteristics that Influence Attitude Formation and Change Three types of communication characteristics: Source Characteristics Represents “who” delivers the message Appeal Characteristics Represents “how” the message is communicated Message Structure Characteristics Represents “how” the message is presented 11-9

Source Characteristics Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Source Credibility Persuasion is easier when the target market views the message source as highly credible Celebrity Sources Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer Sponsorship Sponsorships often work in much the same manner as using a celebrity endorser 11-10

Billboard Ad Showing Celebrity Endorsement Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Celebrity sources widely used. Effectiveness enhanced when marketers match: image of the celebrity with personality of the product with actual or desired self-concept of the target market. Billboard Ad Showing Celebrity Endorsement 11-11

Communication Characteristics that Influence Attitude Formation and Change Matching Endorser with Product and Target Audience 11-12

Appeal Characteristics Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Fear Appeals Humorous Appeals Comparative Ads Emotional Appeals Value-Expressive versus Utilitarian Appeals 11-13

Applications in Consumer Behavior This ad is a great example of the use of fear appeal. In this case, it is used to spell out the risks of illegally downloading movies. Courtesy Motion Picture Association of America, Inc. 11-14

Message Structure Characteristics Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics One-Sided versus Two-Sided Messages Positive versus Negative Framing Nonverbal Components 11-15

Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Nonverbal Components Nonverbal components can influence attitudes through affect, cognition, or both. Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include: pictures music surrealism 11-16