©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 Change PART 1 1

©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. 2 Attitudes Relatively enduring overall evaluations of objects, products, services, issues, or people.

©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. 3 ABC Approach to Attitudes A ffect: “I really like my iPad.” B ehavior: “I always buy Apple products.” C ognition: “My iPad helps me to study.” ©OLEKSIY MAKSYMENKO PHOTOGRAPHY/ALAMY

©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. 4 Functions of Consumer Attitudes

©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. 5 Prentice-Hall, cr Functional Theory of Attitudes (cont.) Marketers emphasize the benefits a product serves for consumers Example: study of football fans identified three clusters: ClusterSports Marketer’s Strategy Die-hard team fansProvide greater sports knowledge Relate attendance to personal values Those who enjoy cheering for winning team Publicize aspects of visiting teams, such as sports stars Those who look for camaraderie Provide improved peripheral benefits (e.g., improved parking)

©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. Understand how the hierarchy of effects concept applies to attitude theory.

©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. 7 Hierarchy of Effects

©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. The major consumer attitude models.

©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. 9 Attitude-Toward-the-Object (ATO) Model The ATO 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:

©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. 10 Attitude-Toward-the-Object Model Applied to Fitness Center Choice

©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. 11 Prentice-Hall, cr Marketing Applications of Multi-Attribute Model Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice Strengthen perceived product/attribute linkages: if consumers don’t associate certain attributes with the brand, make the relationship stronger Add a new attribute: focus on unique positive attribute that consumer has not considered Influence competitors’ ratings: decrease the attributes of competitors

©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. 12 Behavioral Intentions Model

©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. 13 Factors That Weaken Attitude- Behavior Relationship Time Specificity of attitude measured Environment Impulse situations

©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. Describe attitude change theories and their role in persuasion.

©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. 15 Persuasion Refers to specific attempts to change attitudes. Techniques: –ATO approach –Elaboration Likelihood Model –Balance Theory approach –Social Judgment Theory approach

©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. 16 Attitude-Toward-the-Object Approach Change beliefs Add beliefs about new attributes Change evaluations

©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. 17 The Elaboration Likelihood Model

©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. 18 Balance Theory

©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. 19 Social Judgment Theory

©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. Understand how message and source effects influence persuasion.

©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. 21 Message and Source Effects and Persuasion Message Effects The appeal of a message and its construction. Message Effects The appeal of a message and its construction. Source Effects Characteristics of the person or character delivering a message. Source Effects Characteristics of the person or character delivering a message.

©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. 22 Basic Communication Model

©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. 23 Message Appeal and Construction Message appeal –Sex –Humor –Fear Message construction –Conclusion presentation –Comparative strategy –Message complexity ©2010 THE CLOROX PET PRODUCTS COMPANY. REPRINTED WITH PERMISSION. FRESH STEP® IS A REGISTERED TRADEMARK OF THE CLOROX PET PRODUCTS COMPANY. USED WITH PERMISSION

©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. 24 Source Effects Credibility Attractiveness Likeability Meaningfulness ©UPPERCUST IMAGES/ALAMY