Attitudes Chapter 7

Attitudes What are attitudes? ABC approach Functions of Attitudes Utilitarian Knowledge Value-expressive Ego defensive Source: http://www.dearinternet.net

Hierarchy of Effects High-involvement Low-involvement Experiential Belief → Affect → Behavior Low-involvement Belief → Behavior → Affect Experiential Affect → Behavior → Belief Behavioral Behavior → Belief → Affect

Consumer Attitude Models Attitude-toward-the-Object (see Handout) Measure evaluative rating “How good/bad is it that _____ has ______?” -3 to +3 Measure belief 10-point scale Compensatory Implications Attitude-behavior consistency

Attitude Persuasion ATO Approach Behavior Influence Change beliefs Add new attributes Changing evaluations Behavior Influence Changing Schema-based Affect

Attitude Persuasion Elaboration Likelihood Model “Shows attitudes are changes based on differing levels of consumer involvement through central or peripheral processing” Central route When is it used? Central cues Peripheral route Peripheral cues

Source: http://www.shoppingblog.com Attitude Persuasion Balance Theory Consistency principle Triad Source: http://www.shoppingblog.com

Attitude Persuasion Social Judgment Theory “Consumers compare incoming information to their existing attitudes about a particular object or issue, and attitude changes depend on how consistent information is with initial attitude.” Latitude of Acceptance Latitude of Rejection

Message & Source Effects Message Appeal Sex appeal What if too much? Humor appeal Fear appeal Source: http://www.brandstoke.com

Message & Source Effects Message Construction Draw conclusions? Involvement Should you compare? Yes- No- Where to place important info? Primary- Secondary- Simple or complex? Simple- Complex-

Message & Source Effects Source credibility Expertise Trustworthiness Source attractiveness Source likeability Source meaningfulness Matchup hypothesis