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

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

3. Attitudes and Influencing Attitudes
Attitude Components and Manifestations
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4. Attitude Components
Attitude Component Consistency

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

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

7. 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
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8. 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

9. Individual and Situational Characteristics that Influence Attitude Change
ELM Model

10. 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.
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11. 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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12. 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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13. 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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14. 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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15. 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
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.
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17. 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