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

Marketing 334Consumer Behavior

Chapter 11Attitudes

From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best

Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes

An attitudeattitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

AttitudesAttitudes serve four key functions for individuals:

1.1. Knowledge functionKnowledge function

2.2. Value-expressive functionValue-expressive function

3.3. Utilitarian functionUtilitarian function

4.4. Ego-defensive functionEgo-defensive function

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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes

Attitude Components and ManifestationsAttitude Components and Manifestations

Attitude ComponentsAttitude Components

Attitude Component ConsistencyAttitude Component Consistency

Influencing AttitudesInfluencing Attitudes

SAM (Self-Assessment Mannequin)SAM (Self-Assessment Mannequin)

PP

EmotionEmotionDimensionDimension

AA

DD

P=Pleasure; A=Arousal; D=DominanceP=Pleasure; A=Arousal; D=Dominance

The Multiattribute Model

• Considers attitude formation based on the cognitive component– Weighted

attributes– Attitude index

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Attitude ComponentsAttitude Components

Seven factors may account for inconsistencies:Seven factors may account for inconsistencies:

1.1. Lack of NeedLack of Need

2.2. Lack of AbilityLack of Ability

3.3. Failure to Consider Relative AttitudesFailure to Consider Relative Attitudes

4.4. Weakly Held Beliefs and AffectWeakly Held Beliefs and Affect

5.5. Failure to Consider Interpersonal InfluenceFailure to Consider Interpersonal Influence

6.6. Failure to Consider Situational FactorsFailure to Consider Situational Factors

7.7. Measurement IssuesMeasurement Issues

Attitude Component Consistency

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

Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change

ELM ELM ModelModel

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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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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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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and ChangeThree types of communication Three types of communication

characteristics:characteristics:

1.1. Source CharacteristicsSource Characteristics

Represents “who” delivers the message

2.2. Appeal CharacteristicsAppeal Characteristics

Represents “how” the message is communicated

3.3. Message Structure CharacteristicsMessage Structure Characteristics

Represents “how” the message is presented

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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change

1.1. Source CredibilitySource Credibility

• Persuasion is easier when the target market views the message source as highly credible

2.2. Celebrity SourcesCelebrity Sources

• Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer

3.3. SponsorshipSponsorship

• Sponsorships often work in much the same manner as using a celebrity endorser

Source Characteristics

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1.1. Fear AppealsFear Appeals

2.2. Humorous AppealsHumorous Appeals

3.3. Comparative AdsComparative Ads

4.4. Emotional AppealsEmotional Appeals

5.5. Value-Expressive versus Utilitarian AppealsValue-Expressive versus Utilitarian Appeals

Appeal Characteristics

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1.1. One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages

2.2. Positive versus Negative FramingPositive versus Negative Framing

3.3. Nonverbal ComponentsNonverbal Components

Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and ChangeMessage Structure Characteristics

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Message Structure CharacteristicsMessage Structure CharacteristicsPositive versus Negative FramingPositive versus Negative Framing

Attribute FramingAttribute FramingOnly a single attribute is the focus of the frame.

Goal FramingGoal FramingMessage stresses either the positive aspect of performing an act or the negative aspects of not performing the act.


Message Structure CharacteristicsMessage Structure Characteristics

Nonverbal ComponentsNonverbal 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

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

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