1. The Nature and Role of Attitude
A general and enduring positive or
negative feeling toward or evaluative
judgment of some person, object, or
issue

2. The Nature and Role of Attitude
Three Features of Attitude
1. Learned
2. Relatively enduring
3. Influence behavior

3. Components of Attitude
Persuasive Communication
Mar 26, 2003
Cognitive
Affective
Conative
A person’s
beliefs about
an object or
issue
Feelings and
evaluations
A person’s
behavioral
tendency
toward an
object
Dr. Boonchai Hongcharu, NIDA

4. Persuasion in Marketing Communications
Important element of marketing
Attempt to guide people toward the acceptance of some belief, attitude, or behavior by using reasoning and emotional appeals
Sometimes viewed as unethical
Many forms

5. Tools of Influence: Persuader’s Perspective

6. Reciprocation
Using favors to encourage the consumer to reciprocate by buying the product
Most effective when the persuadee perceives the gift giver as honest and sincere

7. Commitment and Consistency
After people make a choice (a commitment), there often is a strong tendency to remain faithful to that choice
Lowballing
Consumers remain consistent when they are highly ego-involved in their choices

8. Social Proof
The behavior of others provides a ‘social proof’ of how we should behave
Bandwagon concept

9. Liking
Most likely to adopt an attitude or undertake an action when a likable person promotes that action
Two prominent manifestations of likability
Physical attractiveness and similarity

10. Scarcity
Products are perceived as more valuable when in great demand but small supply
Psychological reactance: people react against any efforts to reduce their freedoms or choices

11. The Influence Process: The Persuadee’s Perspective

12. The Influence Process: The Persuadee’s Perspective
Message Arguments
The strength or quality of message arguments is the major determinant
However… in advertising
Inter-brand differences are modest or nonexistent
Emotion also plays a key role in consumer behavior

13. The Influence Process: The Persuadee’s Perspective
Peripheral Cues
Peripheral to the primary message arguments
May play a more important role in determining the outcome of a persuasive effort

14. The Influence Process: The Persuadee’s Perspective

15. The Influence Process: The Persuadee’s Perspective
Receiver Involvement
The personal relevance that a
communication has for a receiver is a
critical determinant of the extent and
form of persuasion

16. The Influence Process: The Persuadee’s Perspective
Receiver’s Initial Position
Persuasion results from the self-generated thoughts that people produce in response to persuasive efforts
Two forms of cognitive responses
Supportive arguments
Counterarguments

17. An Integrated Model of Persuasion
Message-Argument Processing
Cognitive and Emotional Responses toward Arguments
Central Route
EL=
High
Attitude-Formation Processes
Enduring Attitude Change
Exposure to Message:
Message Arguments
Peripheral Cues
Receiver Motivation, Ability, and Opportunity to Process Message
EL=
Moderate AB
Attitude-Formation Processes
Temporary Attitude Change
EL=
Low
Cognitive and Emotional Responses toward Peripheral Cues
Peripheral Route
Peripheral-Cue Processing

18. An Integrated Model of Persuasion
Elaboration Likelihood (EL)
Three factors: MOA
(Motivation, Opportunity, and Ability)
Represents the chance that a message receiver will elaborate on a message
Continuum ranging from low to high
The strength of EL will determine the type of process by which attitudes toward the advertised brand will be formed or changed

19. An Integrated Model of Persuasion
The Central Route
When Elaboration Likelihood is high
Focus on message argument rather than peripheral cues
The receiver wants to acquire more information
Attitude-Formation Process
emotion-based, message-based persuasion

20. Emotion-Based Persuasion
The Central Route
Emotion-Based Persuasion
A tendency to relate aspects of the message to the personal situation
Positive(negative) emotional reactions lead to positive(negative) brand attitudes
Since EL is high, attitude change will be relatively enduring

21. Message-Based Persuasion
The Central Route
Message-Based Persuasion
When consumers are motivated and able to process a message, their cognitive responses may lead to changes in beliefs about the advertised brand or changes in evaluations of the brands’ attributes and benefits
Theory of Reasoned Action(TORA)

22. The Central Route: A Message Based Persuasion Effort
An argument
based persuasive
effort

23. The Central Route
TORA
A consumer’s attitude toward a brand(AB) is determined by his or her beliefs(bi) regarding the outcomes(i), or consequences, of owning the brand weighed by the evaluations(ei) of those outcomes(i) n
AB =  bi*ei
i =1

24. Attitude Change Strategies
The Central Route
Attitude Change Strategies
1. To influence consumers’ brand-related beliefs
2. To influence existing evaluations
- getting consumers to reassess
3. To get consumers to add an entirely new outcome into existing beliefs

25. The Peripheral Route When the MOA factors are at low
Focus on processing peripheral cues
Peripheral cues involve elements of a message that are unrelated to the primary selling points in the message
background music, attractive models

26. Temporary Vs. Enduring Attitude change
The Peripheral Routes
Temporary Vs. Enduring Attitude change
Temporary
EL is low
Peripheral
route
Enduring
EL is high
Central route

27. Dual Routes

28. Enhancing Processing Motivation
Attend to the message
Appeal to hedonic needs
Using novel stimuli
Use intense cues
Heighten ad complexity
Process brand info
Increased relevance of brand
Increased curiosity about brand

29. Enhancing Opportunity
Encode information
Repeat brand information
Repeat key scenes
Repeat the ad
Reduce processing time
Using picture and imagery

30. Access knowledge structure Create Knowledge structure
Enhancing Ability
Access knowledge structure
Provide a context
Create Knowledge structure
Facilitate example- based learning