1. Chapter 7 Attitudes and Persuasion
CONSUMER
BEHAVIOR, 9e Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior

2. The Power of Attitudes
A lasting, general evaluation of people, objects, advertisements, or issues
Attitude Object
anything toward which one has an attitude

3. Functional Theory of Attitudes
UTILITARIAN
FUNCTION:
Relates to rewards
and punishments
VALUE-EXPRESSIVE FUNCTION:
Expresses consumer’s
values or self-concept
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from external threats
or internal feelings
KNOWLEDGE
FUNCTION:
Need for order, structure,
or meaning

4. ABC Model of Attitudes Three components of an attitude: Affect
Behavior
Cognition

5. Figure 7.1 Hierarchies of Effects

6. Attitude Toward the Advertisement
We form attitudes toward objects other than the product that can influence our product selections
We often form product attitudes from its ads

7. Attitude Commitment INTERNALIZATION IDENTIFICATION COMPLIANCE HIGH LOW
Deep-seeded attitudes become
part of consumer’s core value system
IDENTIFICATION
Attitudes formed in order to conform
to another person or group
COMPLIANCE
Consumer forms attitude because it gains
rewards or avoids punishments
LOW

8. Consistency Principle
We seek harmony among our thoughts, feelings, and behaviors
We will change components to make them consistent
We take action to resolve dissonance when our attitudes and behaviors are inconsistent

9. Self-Perception Theory
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after agreeing to it that it will be very costly
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme
(which he refuses) then is asked to do something smaller

10. Social Judgment Theory
We assimilate new information about attitude objects in light of what we already know/feel
Initial attitude = frame of reference
Latitudes of acceptance and rejection

11. Balance Theory
Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency
Triad attitude structures:
Person
Perception of attitude object
Perception of other person/object

12. Multiattribute Attitude Models
Consumer’s attitudes toward an attitude object depend on beliefs she has about the object’s attributes
Three elements of multiattribute
Attributes
Beliefs
Importance weights

13. Object-Attribute Linkages Evaluation (of Important Attributes)
The Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation (of Important Attributes)

14. Strategic Marketing Applications of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitor’s Ratings

15. How Do Marketers Change Attitudes?
Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus

16. How do we communicate to our consumers?
Who will be source of message?
How should message be constructed?
What media will transmit message?
What target market characteristics will influence ad’s acceptance?

17. Figure 7.4 The Traditional Communications Model

18. Figure 7.5 An Updated Communications Model

19. Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals

20. Message As Art Form
Advertisers use literary elements to communicate benefits and meaning
Allegory
Metaphor
Simile
Resonance

21. Figure 7.7 Elaboration Likelihood Model

22. MKT 342: Consumer Behavior Key Concepts: Chapter 7
Power of attitudes
Functional theory of attitudes
ABC model of attitudes
Hierarchies of effects
Attitude commitment
Consistency principles
Self-perception theory
Social judgment theory
Balance theory
Multiattribute attitude models
Fishbein model
Strategic marketing applications of the multiattribute model
Different ways that marketers change attitudes
Traditional & updated communications model
Types of message appeals
Message as art form
Elaboration Likelihood model