Marketing 334 Consumer Behavior Chapter 11 Attitudes From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best

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

Attitudes and Influencing Attitudes Attitude Components and Manifestations 11-3

Attitude Components Attitude Component Consistency

Influencing Attitudes Emotion Dimension SAM (Self-Assessment Mannequin) P A D P=Pleasure; A=Arousal; D=Dominance

The Multiattribute Model Considers attitude formation based on the cognitive component Weighted attributes Attitude index

Attitude Components Seven factors may account for inconsistencies: 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 11-7

Attitude Change Strategies Change the cognitive component Change beliefs Shift importance Add beliefs Change ideal Change the affective component Classical conditioning Affect toward ad Exposure Change the behavioral component

Individual and Situational Characteristics that Influence Attitude Change ELM Model

Individual and Situational Characteristics that Influence Attitude Change BUT there are caveats and exceptions relating to cue relevance and competitive situation. Cue Relevance - What is a PC/CC? Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo. In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars. 11-10

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. 11-11

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 11-12

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 11-13

Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Fear Appeals Humorous Appeals Comparative Ads Emotional Appeals Value-Expressive versus Utilitarian Appeals 11-14

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 Positive versus Negative Framing Attribute Framing Only a single attribute is the focus of the frame. Goal Framing Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act. 11-16

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