1. Attitudes, Intentions, and Behavior II
MKT 750
Dr. West

2. Agenda Discuss the Tivo Case More on Attitudes Hierarchy of Effects
ELM
The role of consistency
FCB Grid

3. Theory of Reasoned Action: A Multi-Attribute Model
(ei) (bi) (Ao) (BI) (B)
Evaluation of
Product
Attributes
Brand
Beliefs
Overall
Evaluation
Intention to
Buy
Behavior
Social
Norms n
Ao = S bi ei + SN (Fishbein & Azjen)
i =1

4. Components of Attitudes
Affect
the way a consumer feels about an attitude object (favorable/unfavorable)
Behavior
the consumer’s intention to do something with regard to the attitude object
Cognition
refers to the beliefs (know) a consumer has about an attitude object.

5. The rest of the story…
What’s missing from Fishbein’s “Theory of Reasoned Action”
Attitudes = F(Beliefs, Evaluations, Social Norms)
Where do our attitudes come from?
Friends and family
Personal experience
Observation
Media & Advertising

6. Hierarchy of Effects High-Involvement Hierarchy:
Cognition Affect Behavior
Low-Involvement Hierarchy:
Cognition Behavior Affect
Experiential Hierarchy:
Affect Behavior Cognition
Know Feel Do
Know Do Feel
Feel Do Know

7. Elaboration Likelihood Model
Cognitive responses occur while reading, viewing, or listening to an ad.
Message related thoughts
Supporting arguments and Counterarguments
Source-oriented thoughts
Source Bolstering and Source Derogation
Ad execution thoughts
Reactions or feelings toward the ad

8. Elaboration Likelihood Model
The frequency and nature of responses determine whether attitude change has occurred

9. Persuasive Communication Elaboration Likelihood Model
Temporary
attitude shift
Motivated to Process?
Involvement
Relevance, etc.
Yes No
Peripheral cue present?
Source characteristics
Visual imagery
Executional elements
Yes No
Ability to Process?
Issue familiarity
Arousal, etc.
Yes No
Nature of Cognitive Processing
Mostly Mostly Mostly
Favorable Unfavorable Neutral
Thoughts Thoughts Thoughts
Retain
Initial attitude
Cognitive Structure Change
New cognitions adopted
Different responses No
Elaboration Likelihood Model
Yes
Yes
Persuasion:
enduring positive
attitude change
Boomerang:
enduring negative
attitude change

10. Persuasive Communication
Elaboration Likelihood Model:
Central Route to Persuasion
Opinions are sensitive to the strength/quality of information presented
Ad providing relevant information or images will lead to more favorable opinions
Motivated to Process?
Involvement
Relevance, etc.
Yes
Ability to Process?
Issue familiarity
Arousal, etc.
Yes
Nature of Cognitive Processing
Mostly Mostly Mostly
Favorable Unfavorable Neutral
Thoughts Thoughts Thoughts
Cognitive Structure Change
New cognitions adopted
Different responses
Yes
Yes
Persuasion:
enduring positive
attitude change
Boomerang:
enduring negative
attitude change

11. Persuasive Communication
Temporary
attitude shift
Motivated to Process?
Involvement
Relevance, etc.
Yes No
Peripheral cue present?
Source characteristics
Visual imagery
Executional elements
Yes No
Ability to Process?
Issue familiarity
Arousal, etc.
Elaboration Likelihood Model:
Peripheral Route to Persuasion
Aad (attitude toward the ad) impacts consumers’ opinion/feelings about a product
Cues devoid of product-relevant information (peripheral cues) shape consumer behavior No
Retain
Initial attitude

12. The Role of Consistency:
Cognitive Consistency Principle:
We value harmony among our thoughts, feelings, and behavior
Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes

13. The Role of Consistency:
Theory of Cognitive Dissonance:
When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behavior
Example:
“I know smoking causes cancer”
“I smoke cigarettes”
How do smokers resolve this inconsistency?

14. The Role of Consistency:
Theory of Cognitive Dissonance:
Explains why consumers’ evaluation of a product tend to increase after purchase, and why they seek support for their decisions.
What can marketers do to assist?

15. FCB: Implications for Advertising
MOTIVES FOR PURCHASING
Think Feel
Insurance Sports Car
High Economy Cars Perfume
Tires Wine
Credit Cards
INVOLVEMENT Medications
Sun-Tan Lotion Pizza
Low Liquid Bleach Beer
Razors Soft Drinks
Paper Towels
Foote Cone & Belding Grid
I II
III IV

16. Foote Cone & Belding GridII
III IV
Quadrant I:
Informational approach emphasizing performance
Quadrant II:
Emotional appeals linked to self-image
Quadrant III:
Repetitive appeals (maintain awareness and encourage repeat purchase)
Quadrant IV:
Apply classical conditioning (develop continuity between a symbol and the product)

17. Involvement Paradox
The more important the product is to the consumer, the less influence advertising has on attitude
The less important the product is to consumer, the more impact marketing stimuli (e.g. packaging, jingles) have on behavior

18. Assignment
Read Chapters 9 & 12