2. BA 492 Attitude

3. A Quiz s Name s How is attitude defined s ABC: Name two

4. Attitude  Attitude is an overall lasting evaluation

5. Consumer Intentions s Distance Education: TOP 2 Box TOP Box Central Oregon7933 Chemeketa4418 PCC-Sylva.11548 SWOCC72 TOTAL PROJECTION245101

6. Intentions? Expectations? Distance Education TOP 2 BoxTOP Box 2 years *.6 Grades *.7 "Schedule " *.7 Central Oregon793319.6139 Chemeketa441811.75 PCC-Sylva.11548282014 SWOCC72110.7 TOTAL PROJECTION24510161.4330 Market Potential245 High Estimate45 Likely35 Low Estimate25

7. Attitude Functions: Why Attitudes? Future Orientation s Utilitarian: reward and punishment, pleasure or pain s Value-Expressive: What does it say about me? s Ego-Defensive: Protect feelings about myself s Knowledge: Need for order, structure, or meaning.

8. Components of Attitude: “High Involvement Hierarchy of Effects” Cognitive “Beliefs” Affective “Feelings” Behavior/ “Conation”

9. Components of Attitude: “Low Involvement Hierarchy of Effects” Affective “Feelings” Cognitive “Beliefs” Conative “Behavior”

10. Components of Attitude: “Hedonic Hierarchy of Effects” Affective “Feelings” Conative “Behavior” Cognitive “Beliefs”

11. Forming Attitudes: Not All Attitudes Are Equal s Compliance s Identification s Internalization

12. Consistency Principle s Cognitive Dissonance s Self-Perception Theory: Our own behavior informs us about attitudes –Foot in the door and door in the face s Social Judgment Theory: latitudes of acceptance and rejection –Reactions: assimilation and contrast s Balance Theory

13. Attitude Models s Fishbein: multi-attribute attitude model –Beliefs and Evaluation u Example Example s Extended Fishbein –attitude toward buying –social pressure –intentions vs. behavior s Trying to Consume: personal control, evaluations of consequences, etc.

14. Attitude Change: Persuasion Winter 2007

15. Behavior Modification s Scarcity: more attractive when less available s Authority: Importance of messenger s Reciprocity s Consistency: how often have we seen this one? s Liking s Consensus: what are the others doing?

16. Communications Model Encoding Transmission Decoding Noise Source Message Medium ReceiverFeedback

17. Nature of the Audience s Are we information “catchers” or “seekers?” s How do we view the “media?” –Uses and gratifications theory: active users of the media for information, diversion, entertainment, play, self-affirmation, and etc. –In this way media competes with…

18. Source Credibility s Affective Component s Cognitive Component s Investment Fraud

19. Naïve Investor s I: How would you judge expertise? s R: I just can’t really answer that, I don’t know. In my case I would just judge him more on conversations with them on other subjects.

20. Naïve Investor s “It is nice to deal with somebody that you click with in that regard (religion)” s One fellow, he is young, my age, and we have a real good relationship. I’ve known him for a couple of years and we play golf together. He calls me when he has something that’s hot”

21. Sophisticated Investor s “I would choose an advisor who had a great deal of expertise. I could make up for an inability to explain. I would be able to understand the material

22. Other Source Issues s Sleeper effect: What of the annoying spokesperson? –Dissociative cue hypothesis: message and source lose connection –Availability-valence hypothesis: message is more relevant s Source Attractiveness –Beautiful is good –Celebrity

23. The Message s Word or Pictures (framing) s One-versus two-sided arguments s Humor: Blockbuster MouseMouse s Fear s Allegory: Federline for Nationwide, or GM Robot Arm

24. Elaboration Likelihood Model s Central Route s Peripheral Route

25. Motivation to Elaborate Ability to Elaborate Amount of Elaboration Central Route Peripheral Route Persuasion: Message Arguments Persuasion: Peripheral Cues