1. ATTITUDES AND INFLUENCING ATTITUDES11
CHAPTER
ATTITUDES AND INFLUENCING ATTITUDES
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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.
Attitudes serve four key functions for individuals:
Knowledge function
Value-expressive function
Utilitarian function
Ego-defensive function
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3. Attitudes and Influencing Attitudes
Attitude Components and Manifestations
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4. Attitude Components
Attitude Component Consistency
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5. 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
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6. Attitude Change Strategies
Change the Cognitive Component
Change the Affective Component
Change the Behavioral Component
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7. 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.
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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.
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9. 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
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10. 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
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11. 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
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12. Communication Characteristics that Influence Attitude Formation and Change
Matching Endorser with Product and Target Audience
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13. 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
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14. 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.
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15. 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
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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
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