CHAPTER ELEVEN Attitudes and Influencing Attitudes McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2 CHAPTER 11 Figure 11-1

3 CHAPTER 11 Figure 11-2

4 CHAPTER 11 Measuring Attitude Components Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale) Diet Coke Strong taste———————— —— —— —— Mild taste Low priced———————— —— —— —— High priced Caffeine free———————— —— —— —— High in caffeine Distinctive in———————— —— —— —— Similar in taste to taste most © The McGraw-Hill Companies, Inc., 1998

5 CHAPTER 11 Measuring Attitude Components Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales) Neither Agree Strongly norStrongly Agree Agree Disagree DisagreeDisagree I like the taste of Diet Coke. —— —— ———— —— Diet Coke is overpriced.—— —— ———— —— Caffeine is bad for your health. —— —— ———— —— I like Diet Coke.—— —— ———— ——

6 CHAPTER 11 Measuring Attitude Components Behavioral Component (Measuring Actions or Intended Actions) The last soft drink I consumed was a ___________________. I usually drink________________soft drinks. What is the likelihood you will buy Diet Coke  Definitely will buy the next time you purchase a soft drink?  Probably will buy  Might buy  Probably will not buy  Definitely will not buy

7 CHAPTER 11 Consumer Insight 11-1 What attitude component is MPAAT focusing on? What theory or assumption makes this reasonable? What type of appeals is MPAAT using? Is this an appropriate use of this type appeal? How successful do you think this campaign will be? Why? Does this campaign raise any ethical concerns?

8 CHAPTER 11 Change the Cognitive Component Change Beliefs Shift Importance Add Beliefs Change Ideal

9 CHAPTER 11 Change the Affective Component Classical Conditioning Affect toward the ad or website Mere exposure

10 CHAPTER 11 Change the Behavioral Component Robert Cialdini: Influence Reciprocity Door-in-the-face technique (big request first - target refuses, then the communicator “concedes” by asking for a small favor -target agrees) Scarcity - “one-day offer”, “two-days sale”, must suggest better value Authority - expert endorsers Commitment - make the target commit to some small thing Foot-in-the-door technique (small request first) Low-balling - to commit to an attractive option first (car deals) Even-a-penny-will-help technique Liking/compliments - persuasion by favorite or/and similar endorsers Social validation -“statistical advertisements”(85 % of the population)

11 CHAPTER 11 The Elaboration Likelihood Model

12 CHAPTER 11 Figure 11-4

13 CHAPTER 11 Communication Characteristics Source Source Credibility Celebrity Sources - Congruence Appeal Fear, Humor, Emotional Comparative Ads Value-Expressive vs. Utilitarian Message Structure Characteristics One-Sided vs. Two-Sided Positive versus Negative Framing Nonverbal Components

14 CHAPTER 11 Segmentation and Development Benefit Segmentation Feature importance Group similar benefit seekers Product Development Profile ideal level of performance Create product concept Translate concept into product

15 CHAPTER 11 Multiattribute Attitude Model