1. 11 Attitudes and Influencing Attitudes CHAPTER
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2. PART III: INTERNAL INFLUENCES
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3. 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.
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4. Attitudes and Influencing Attitudes
Attitude Components and Manifestations
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5. Attitudes and Influencing Attitudes
Emotion
Dimension
SAM (Self-Assessment Mannequin) P A D
Copyright 2000 AdSAM Marketing LLC.
P=Pleasure; A=Arousal; D=Dominance
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6. Attitude Components
Attitude Component Consistency
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7. 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
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8. Attitude Change Strategies
Change the Cognitive Component
Change the Affective Component
Change the Behavioral Component
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9. 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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10. 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. 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
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12. 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
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13. 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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14. 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)
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15. 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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