11 Attitudes and Influencing Attitudes CHAPTER Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

PART III: INTERNAL INFLUENCES 11-2

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. 11-3

Attitudes and Influencing Attitudes Attitude Components and Manifestations 11-4

Attitudes and Influencing Attitudes Emotion Dimension SAM (Self-Assessment Mannequin) P A D Copyright 2000 AdSAM Marketing LLC. P=Pleasure; A=Arousal; D=Dominance 11-5

Attitude Components Attitude Component Consistency 11-6

Attitude Components Factors that may account for inconsistencies: Attitude Component Consistency Factors that may account for inconsistencies: Lack of Need Lack of Ability Failure to Consider Relative Attitudes Attitude Ambivalence Weakly Held Beliefs and Affect Failure to Consider Interpersonal Influence 11-7

Attitude Change Strategies Change the Cognitive Component Change the Affective Component Change the Behavioral Component 11-8

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. 11-9

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

Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Fear Appeals Humorous Appeals Comparative Ads Emotional Appeals Value-Expressive versus Utilitarian Appeals T-Mobile Comparative Ad YouTube Spotlight 11-11

Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Value-expressive versus Utilitarian appeals Value-expressive appeals attempt to build a personality for the product or create an image of the product user. Most effective for products designed to enhance self-image or provide other intangible benefits Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market. * * Most effective for functional products 11-12

Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics One-Sided versus Two-Sided Messages Positive versus Negative Framing Nonverbal Components 11-13

Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Positive versus Negative Framing Attribute Framing Only a single attribute is the focus of the frame. For example, describing beef as either 80% fat free (positive frame) or 20% fat (negative frame) Goal Framing Message stresses either positive aspect of performing an act or negative aspects of not performing the act. For example, having a yearly mammogram Benefits of having mammogram emphasized (positive frame) Risks of not having mammogram emphasized (negative) 11-14

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 11-15