Attitudes, Intentions, and Behavior II MKT 750 Dr. West

Agenda Discuss the Tivo Case More on Attitudes Hierarchy of Effects ELM The role of consistency FCB Grid

Theory of Reasoned Action: A Multi-Attribute Model (ei) (bi) (Ao) (BI) (B) Evaluation of Product Attributes Brand Beliefs Overall Evaluation Intention to Buy Behavior Social Norms n Ao = S bi ei + SN (Fishbein & Azjen) i =1

Components of Attitudes Affect the way a consumer feels about an attitude object (favorable/unfavorable) Behavior the consumer’s intention to do something with regard to the attitude object Cognition refers to the beliefs (know) a consumer has about an attitude object.

The rest of the story… What’s missing from Fishbein’s “Theory of Reasoned Action” Attitudes = F(Beliefs, Evaluations, Social Norms) Where do our attitudes come from? Friends and family Personal experience Observation Media & Advertising

Hierarchy of Effects High-Involvement Hierarchy: Cognition Affect Behavior Low-Involvement Hierarchy: Cognition Behavior Affect Experiential Hierarchy: Affect Behavior Cognition Know Feel Do Know Do Feel Feel Do Know

Elaboration Likelihood Model Cognitive responses occur while reading, viewing, or listening to an ad. Message related thoughts Supporting arguments and Counterarguments Source-oriented thoughts Source Bolstering and Source Derogation Ad execution thoughts Reactions or feelings toward the ad

Elaboration Likelihood Model The frequency and nature of responses determine whether attitude change has occurred

Persuasive Communication Elaboration Likelihood Model Temporary attitude shift Motivated to Process? Involvement Relevance, etc. Yes No Peripheral cue present? Source characteristics Visual imagery Executional elements Yes No Ability to Process? Issue familiarity Arousal, etc. Yes No Nature of Cognitive Processing Mostly Mostly Mostly Favorable Unfavorable Neutral Thoughts Thoughts Thoughts Retain Initial attitude Cognitive Structure Change New cognitions adopted Different responses No Elaboration Likelihood Model Yes Yes Persuasion: enduring positive attitude change Boomerang: enduring negative attitude change

Persuasive Communication Elaboration Likelihood Model: Central Route to Persuasion Opinions are sensitive to the strength/quality of information presented Ad providing relevant information or images will lead to more favorable opinions Motivated to Process? Involvement Relevance, etc. Yes Ability to Process? Issue familiarity Arousal, etc. Yes Nature of Cognitive Processing Mostly Mostly Mostly Favorable Unfavorable Neutral Thoughts Thoughts Thoughts Cognitive Structure Change New cognitions adopted Different responses Yes Yes Persuasion: enduring positive attitude change Boomerang: enduring negative attitude change

Persuasive Communication Temporary attitude shift Motivated to Process? Involvement Relevance, etc. Yes No Peripheral cue present? Source characteristics Visual imagery Executional elements Yes No Ability to Process? Issue familiarity Arousal, etc. Elaboration Likelihood Model: Peripheral Route to Persuasion Aad (attitude toward the ad) impacts consumers’ opinion/feelings about a product Cues devoid of product-relevant information (peripheral cues) shape consumer behavior No Retain Initial attitude

The Role of Consistency: Cognitive Consistency Principle: We value harmony among our thoughts, feelings, and behavior Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes

The Role of Consistency: Theory of Cognitive Dissonance: When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behavior Example: “I know smoking causes cancer” “I smoke cigarettes” How do smokers resolve this inconsistency?

The Role of Consistency: Theory of Cognitive Dissonance: Explains why consumers’ evaluation of a product tend to increase after purchase, and why they seek support for their decisions. What can marketers do to assist?

FCB: Implications for Advertising MOTIVES FOR PURCHASING Think Feel Insurance Sports Car High Economy Cars Perfume Tires Wine Credit Cards INVOLVEMENT Medications Sun-Tan Lotion Pizza Low Liquid Bleach Beer Razors Soft Drinks Paper Towels Foote Cone & Belding Grid I II III IV

Foote Cone & Belding Grid II III IV Quadrant I: Informational approach emphasizing performance Quadrant II: Emotional appeals linked to self-image Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase) Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)

Involvement Paradox The more important the product is to the consumer, the less influence advertising has on attitude The less important the product is to consumer, the more impact marketing stimuli (e.g. packaging, jingles) have on behavior

Assignment Read Chapters 9 & 12