Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

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Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

Chapter Overview What are attitudes? Attitudes formation: cognition (thinking) Cognitive response model Theory of reasoned action (TORA) How to change attitudes: cognition (thinking) Attitude formation: affect (emotion) How to change attitudes: affect (emotion)

Definition Attitude: a relatively global and enduring evaluation of an object, issue, person, or action

What’s the Big Deal About Attitudes? Guide our thoughts (cognitive function) Influence our feelings (affective function) Affect our behavior (connative function)

How are attitudes formed through cognition? The Cognitive Response Model thoughts/reactions we have in response to a message Theory of Reasoned Action (TORA) explains how, when and why attitudes predict behavior

Cognitive Response Model Counterarguments (CAs) disagreement Support arguments (SAs) agreement Source derogations (SDs) attack the source

Theory of Reasoned Action (TORA) Belief about consequences of an act (bi) Evaluation of of an act (ei) Normative belief (what do important others think about this act?) (NBj) Motivation to comply (desire to please these important others) (MCj) Attitude toward the act (Aact) How much consumer is actually influenced by these others (SN) Behavioral Intentions Behavior

Calculating TORA Behavioral Intentions

TORA Example: Getting a tattoo B=get a tattoo BI=intention to get a tattoo Aact=your attitude toward getting a tattoo SN=what influence others have on you

TORA Scales bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high ei = if this outcome occurs, it will be (-3) very bad to (+3) very good NBj = this person thinks I should (-3) not do it to (+3) do it MCj = how much do I care what this person thinks? (-3) don’t care at all to (+3) care very much

TORA Example: Aact Beliefs will hurt will be cool will be expensive self-expression bi +3 +1 +2

TORA Example: Aact Beliefs will hurt will be cool will be expensive self-expression bi ei +3 -3 +1 +2 +2 -2 +3 +3

TORA Example: Aact Beliefs will hurt will be cool will be expensive self-expression bi ei Sum bi X ei +3 X -3 = -9 +1 X +2 = 2 +2 X -2 = -4 +3 X +3 = + 9 Therefore, Aact = -2

TORA Example: SN Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj -3 +2 +3

TORA Example: SN Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj MCj -3 -1 -3 +3 +2 +1 +3 0

TORA Example: SN Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj MCj Sum NBj X MCj -3 X -1 = +3 -3 X +3 = -9 +2 X +1 = +2 +3 X 0 = + 0 Therefore, SN = -4

The Bottom Line BI = Aact + SN = -2 + -4 = -6 Decision: Don’t do it!

Theory of Reasoned Action (TORA) Belief about consequences of an act (bi) Evaluation of of an act (ei) Normative belief (what do important others think about this act?) (NBj) Motivation to comply (desire to please these important others) (MCj) Attitude toward the act (Aact) How much consumer is actually influenced by these others (SN) Behavioral Intentions Behavior

Attitude Change Strategies Change beliefs (bi) Change evaluations (ei) Add a new belief (biei) Target normative beliefs

Cognitively-Based Attitude Change Issues Communication Source spokesperson credibility company reputation Message factors argument quality one- vs. two-sided messages comparative messages

How are attitudes formed through affect (emotion)? Affective involvement Affective reactions

Affectively-Based Attitude Change Issues Communication Source Attractiveness Message Factors Emotional appeals Fear appeals

Chapter 6 Review Definition of attitudes Attitude Formation & Change (cognitive) Cognitive Response Model TORA Communication Source & Message Content Attitude Formation & Change (affect)