Copyright © Cengage Learning. All rights reserved.5 | 1 Chapter 5 Attitudes Based on High Consumer Effort

5 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.Use of cognitive models to understand consumer attitudes. 2.Methods for using the communication source and the message. 3.How/why a company might try to change consumers’ attitudes by influencing their feelings.

5 | 3 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Attitude Formation and Change, High Consumer Effort (Exhibit 5.2)

5 | 4 Copyright © Cengage Learning. All rights reserved. Attitude “…an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.”

5 | 5 Copyright © Cengage Learning. All rights reserved. What Are Attitudes? Importance of attitudes—functions: - Cognitive - Affective - Connative Characteristics of attitudes - Favorability - Accessibility - Confidence - Persistence - Resistance - Ambivalence

5 | 6 Copyright © Cengage Learning. All rights reserved. Forming/Changing Attitudes Foundations - Cognitions - Emotions Role of effort - Elaboration - Processing routes Central Peripheral Influence of consumer attitudes - Cognitively - Affectively

5 | 7 Copyright © Cengage Learning. All rights reserved. Approaches to Attitude Formation/Change (Exhibit 5.1)

5 | 8 Copyright © Cengage Learning. All rights reserved. Cognitive Foundations of Attitudes Direct or imagined experience Reasoning by analogy or category Values-driven attitudes Social identity-based attitude generation Analytical processes of attitude formation

5 | 9 Copyright © Cengage Learning. All rights reserved. Cognitive Foundation Models Cognitive Response Model - Counterarguments - Support arguments - Source derogations Expectancy-Value Models - Theory of Reasoned Action - Attitude specificity - Normative influences

5 | 10 Copyright © Cengage Learning. All rights reserved. Theory of Reasoned Action (Exhibit 5.3)

5 | 11 Copyright © Cengage Learning. All rights reserved. Components of TORA Model Behavior—A function of behavioral intention, determined by: –Attitude Toward Act –Behavioral Intentions –Subjective Norms

5 | 12 Copyright © Cengage Learning. All rights reserved. Theory of Planned Behavior Adds dimension of consumers’ perceived control

5 | 13 Copyright © Cengage Learning. All rights reserved. Changing Consumer Attitudes Diagnosing existing attitudes Devising strategies for change - Change beliefs - Change evaluations - Add a new belief - Target normative beliefs

5 | 14 Copyright © Cengage Learning. All rights reserved. How Cognitively Based Attitudes Are Influenced Communication source - Source credibility - Company reputation - Sleeper effect Message - Argument quality - One- versus two-sided - Comparative

5 | 15 Copyright © Cengage Learning. All rights reserved. Affective (Emotional) Foundations of Attitudes Affective involvement Affective responses Emotional appeals

5 | 16 Copyright © Cengage Learning. All rights reserved. How Affectively Based Attitudes Are Influenced Source –Attractiveness –Match-up hypothesis Message –Emotional appeals –Fear appeals Terror Management Theory (TMT)

5 | 17 Copyright © Cengage Learning. All rights reserved. Attitude Toward the Ad Dimensions –Utilitarian (functional) –Hedonic –Interest

5 | 18 Copyright © Cengage Learning. All rights reserved. Factors Affecting Consumer Attitude Level of Involvement/ elaboration Knowledge and experience Analysis of reasons Accessibility of attitudes Attitude confidence Specificity of attitudes Attitude-behavior relationship Situational factors Normative factors Personality variables