Chapter 7 Attitudes and Persuasion CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

The Power of Attitudes A lasting, general evaluation of people, objects, advertisements, or issues Attitude Object anything toward which one has an attitude

Functional Theory of Attitudes UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning

ABC Model of Attitudes Three components of an attitude: Affect Behavior Cognition

Figure 7.1 Hierarchies of Effects

Attitude Toward the Advertisement We form attitudes toward objects other than the product that can influence our product selections We often form product attitudes from its ads

Attitude Commitment INTERNALIZATION IDENTIFICATION COMPLIANCE HIGH LOW Deep-seeded attitudes become part of consumer’s core value system IDENTIFICATION Attitudes formed in order to conform to another person or group COMPLIANCE Consumer forms attitude because it gains rewards or avoids punishments LOW

Consistency Principle We seek harmony among our thoughts, feelings, and behaviors We will change components to make them consistent We take action to resolve dissonance when our attitudes and behaviors are inconsistent

Self-Perception Theory FOOT-IN-THE-DOOR TECHNIQUE Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he refuses) then is asked to do something smaller

Social Judgment Theory We assimilate new information about attitude objects in light of what we already know/feel Initial attitude = frame of reference Latitudes of acceptance and rejection

Balance Theory Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency Triad attitude structures: Person Perception of attitude object Perception of other person/object

Multiattribute Attitude Models Consumer’s attitudes toward an attitude object depend on beliefs she has about the object’s attributes Three elements of multiattribute Attributes Beliefs Importance weights

Object-Attribute Linkages Evaluation (of Important Attributes) The Fishbein Model Salient Beliefs Object-Attribute Linkages Evaluation (of Important Attributes)

Strategic Marketing Applications of the Multiattribute Model Capitalize on Relative Advantage Strengthen Perceived Linkages Add a New Attribute Influence Competitor’s Ratings

How Do Marketers Change Attitudes? Reciprocity Scarcity Authority Consistency Liking Consensus

How do we communicate to our consumers? Who will be source of message? How should message be constructed? What media will transmit message? What target market characteristics will influence ad’s acceptance?

Figure 7.4 The Traditional Communications Model

Figure 7.5 An Updated Communications Model

Types of Message Appeals Emotional versus Rational Appeals Sex Appeals Humorous Appeals Fear Appeals

Message As Art Form Advertisers use literary elements to communicate benefits and meaning Allegory Metaphor Simile Resonance

Figure 7.7 Elaboration Likelihood Model

MKT 342: Consumer Behavior Key Concepts: Chapter 7 Power of attitudes Functional theory of attitudes ABC model of attitudes Hierarchies of effects Attitude commitment Consistency principles Self-perception theory Social judgment theory Balance theory Multiattribute attitude models Fishbein model Strategic marketing applications of the multiattribute model Different ways that marketers change attitudes Traditional & updated communications model Types of message appeals Message as art form Elaboration Likelihood model