© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 7 Attitudes and Attitude Change 1

© 2014 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 2

© 2014 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 Comprehend the major consumer attitude models Describe attitude change theories and their role in persuasion Understand how message and source effects influence persuasion

© 2014 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 its Components Attitude - Relatively enduring overall evaluations of objects, products, services, issues, or people Components - ABC approach to attitudes – Affect – Behavior – Cognition

© 2014 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 Attitude Functional theory of attitudes - Attitudes perform four functions – Utilitarian function – Knowledge function – Value-expressive function – Ego-defensive function

© 2014 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 High-involvement hierarchy – Occurs when a consumer faces a high involvement decision or addresses a significant problem Low-involvement hierarchy – Consumers have some basic beliefs about products without necessarily having strong feelings toward them

© 2014 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 Experiential hierarchy – Purchases are motivated by feelings Behavioral influence hierarchy – Some behaviors occur without either beliefs or affect being strongly formed beforehand

© 2014 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 The ATO Model - Fishbein model – Proposes that three key elements be assessed to understand and predict consumer behavior Consumer beliefs about salient attributes Strength of the consumer belief Evaluation of the attribute ATO formula

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Implications of the ATO Approach Attitude research is most often performed on entire market segments Important for managers to know if consumers believe that complexes offer relevant attributes

© 2014 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–behavior Consistency Researchers are very interested in how attitudes are formed Refers to the extent to which a strong relationship exists between attitudes and actual behavior

© 2014 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 overt behavior Specificity with which attitudes are measured Strong environmental pressures Impulse-buying situations

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Alternative Approaches to Attitude Theory of planned action – Expands upon the behavioral intentions model by including a perceived control component

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Expanding the Attitude Object Attitude toward the advertisement – Positive relationship exists between a consumer’s attitude toward an advertisement and his or her attitude toward a particular product Attitude toward the company – What consumers know or believe about a company can influence the attitude they have toward its product

© 2014 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 Tracking Extent to which a company actively monitors its customers’ attitudes over time

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Persuasion Refers to specific attempts to change attitudes Persuasive techniques – ATO approach – Behavioral influence approach – Changing schema-based affect – Elaboration likelihood model – Balance theory approach – Social judgment theory approach

© 2014 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 Changing beliefs Adding beliefs about new attributes Changing evaluations

© 2014 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 feelings Behavior change can precede belief and attitude change

© 2014 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 Schema-based affect refers to the idea that schemas contain affective and emotional meanings If the affect found in a schema can be changed, then: – The attitude toward a brand or product will change as well

© 2014 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 effects - Describe how the appeal of a message and its construction affect persuasion Source effects - Refer to the characteristics of the person or character delivering a message that influence persuasion

© 2014 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 Appeal Appeals impact the persuasiveness of an advertisement – Sex appeals – Humor appeals – Fear appeals – Violence appeals

© 2014 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 Construction The way a message is constructed also impacts its persuasiveness – Conclusion presentation – Comparative strategy – Placement of information Serial position effect Primary effect Recency effect – Message complexity

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Source Effects Credibility – Expertise – Trustworthiness Attractiveness Likeability Meaningfulness – Match-up hypothesis - Source feature is most effective when it is matched with relevant products