Attitudes and Attitude Change BABIN / HARRIS CB PART 2 CHAPTER 7 Attitudes and Attitude Change ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Outcomes Define attitudes and describe attitude components. Describe the functions of attitudes. Understand how the hierarchy of effects concept applies to attitude theory. Comprehend the major consumer attitude models. Describe attitude change theories and their role in persuasion. Understand how message and source effects influence persuasion. 7-2 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Attitudes and Attitude Components Attitudes—relatively enduring overall evaluations of objects, products, services, issues, or people. Attitude components (ABC approach): Affect Behavior Cognitions (or “beliefs”) LO1 7-3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Functions of Attitudes Functional theory of attitudes—attitudes perform four functions: Utilitarian function—based on the concept of reward and punishment. Knowledge function—allows consumers to simplify decision making processes. Value-expressive function—enables a consumer to express his or her core values, self-concept, and beliefs to others. Ego-defensive function—works as a defense mechanism for consumers. LO2 7-4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Hierarchy of Effects Concept Suggests that affect, behavior, and cognitions may form in one of the following four ways, or “hierarchies”: High involvement (or “standard learning”) hierarchy: belief—affect—behavior Low involvement hierarchy: belief—behavior—affect Experiential hierarchy: affect—behavior—belief Behavioral influence hierarchy: behavior—belief—affect LO3 7-5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Attitude-Toward-the-Object (ATO) Model Sometimes referred to as the Fishbein Model Proposes that three key elements must be assessed to understand and predict a consumer’s attitude: Beliefs a consumer has about salient attributes or features that a product or choice possesses. Strength of the belief that a certain brand does indeed have the feature. Evaluation of the attribute in question. Compensatory model—poor ratings on one attribute are compensated for by higher ratings on another attribute. LO4 7-6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Behavioral Intentions Model Sometimes referred to as the theory of reasoned action. Differs from the attitude-toward-the-object model: Focuses on intentions to act in some way rather than just attitudes. Adds a component assessing consumers’ perceptions of what other people think they should do (subjective norm). Focuses on attitude toward the behavior of buying rather than the attitude toward the object. LO4 7-7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Factors that Weaken Attitude-Behavior Relationship Length of time between attitude measurement and behavior Specificity with which attitudes are measured Environmental pressures Impulse buying situations LO4 7-8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Attitude Change Theories and Persuasion Persuasion—specific attempts to change attitudes. Techniques: ATO approach Behavioral influence approach Changing Schema-Based Affect Elaboration Likelihood Model Balance Theory approach Social Judgment Theory approach LO5 7-9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Attitude-Toward-the-Object Approach Change beliefs Create new beliefs Change evaluations LO5 7-10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Behavioral Influence Approach Directly changing behaviors without first attempting to change either beliefs or attitudes. LO5 7-11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Changing Schema-Based Affect If the affect found in a schema can be changed, then the attitude toward a brand or product will change as well. LO5 7-12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elaboration Likelihood Model (ELM) Illustrates how attitudes are changed based on differing levels of consumer involvement. Level of involvement and motivation to process a message determines which route by which persuasion occurs: High involvement—Central route Low involvement—Peripheral route LO5 7-13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Balance Theory Consumers are motivated to maintain perceived consistency in the relations found in mental systems. Consistency principle—human beings prefer consistency among their beliefs, attitudes, and behaviors. Focuses on the associations or relations (referred to either as sentiment relations or unit relations) that are perceived between a person (or observer), another person, and an attitudinal object (triad). Consistency in the triad is maintained when the multiplication of the signs in the sentiment and unit relations result in a positive value. LO5 7-14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Social Judgment Theory Consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends on how consistent the information is with the initial attitude. Latitudes of acceptance Assimilation Latitudes of rejection Contrast effect LO5 7-15 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Message and Source Effects and Persuasion Message effects—term used to describe how the appeal of a message and its construction effects persuasion. Source effects—refers to the characteristics of the person or character delivering a message that influence persuasion. LO6 7-16 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Communication Models Basic approach (one-to-many): Noise Source (encoding) Message Medium Receiver (decoding) Feedback Computer-mediated approach (many-to-many): Both the message and the person delivering the message impact the overall effectiveness. LO6 7-17 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Message and Source Effects Message appeal Sex, Humor, Fear Message construction Conclusion, Comparisons, Arrangement, Complexity Source effects Credibility, Attractiveness, Likeability, Meaningfulness Match-up hypothesis—a source feature is most effective when it is matched with relevant products. LO6 7-18 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.