1. 1 Copyright © 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. 7 2 Attitudes and Attitude Change

2. 2 Copyright © 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. 2 Learning Outcomes Define attitudes and describe attitude components. Describe the functions of attitudes. Understand how the hierarchy of effects concept applies to attitude theory. Comprehend the major consumer attitude models. LO 7-1 LO 7-2 LO 7-3 LO 7-4

3. 3 Copyright © 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. 3 Learning Outcomes Describe attitude change theories and their role in persuasion. Understand how message and source effects influence persuasion. LO 7-5 LO 7-6

4. 4 Copyright © 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 Relatively enduring overall evaluations of objects, products, services, issues, or people.

5. 5 Copyright © 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. 5 Components of Attitude ▮ ABC approach to attitudes - Attitudes possess three components Affect - Feelings about an object Behavior - Overt behavior that consumers exhibit as well as their intentions to behave Cognition - Beliefs the consumer has about the object

6. 6 Copyright © 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. 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

7. 7 Copyright © 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. 7 Functions of Attitude ▮ Functional theory of attitudes - Attitudes perform four functions Utilitarian function Knowledge function Value-expressive function Ego-defensive function

8. 8 Copyright © 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. LO 7-2

9. 9 Copyright © 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. 9 Hierarchy of Effects ▮ High-involvement hierarchy Occurs when a consumer addresses a significant problem ▮ Low-involvement hierarchy Consumers have some basic beliefs about products without necessarily having strong feelings toward them

10. 10 Copyright © 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. 10 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

11. 11 Copyright © 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. LO 7-3

12. 12 Copyright © 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. 12 Consumer Attitude Models ▮ Attitude-toward-the-object model ▮ Behavioral intentions model

13. 13 Copyright © 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. 13 Attitude-Toward-the-Object (ATO) Model ▮ 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

14. 14 Copyright © 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. LO 7-4

15. 15 Copyright © 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. 15 Implications of the ATO Approach ▮ Compensatory model ▮ Attitude research is most often performed on entire market segments ▮ Important for managers to know if consumers believe that complexes offer relevant att­ributes ▮ Researchers are interested in how attitudes are formed

16. 16 Copyright © 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. 16 Attitude–behavior consistency Refers to the extent to which a strong relationship exists between attitudes and actual behavior Behavioral Intentions Model attempts to “fill the gap”

17. 17 Copyright © 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. 17 Behavioral Intentions Model ▮ Sometimes referred to as the theory of reasoned action. ▮ Differs from the attitude-toward-the-object model: Focuses on intentions to act in some way rather than just attitudes. Adds a component assessing consumers’ perceptions of what other people think they should do (subjective norm). Focuses on attitude towards the behavior of buying rather than the attitude towards the object. LO 4

18. 18 Copyright © 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. LO 7-4

19. 19 Copyright © 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. 19 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

20. 20 Copyright © 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. 20 Expanding the Attitude Object ▮ Attitude toward the advertisement Positive relationship exists between a consumer’s attitude toward an ad 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

21. 21 Copyright © 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. 21 Attitude Change Theories and Persuasion ▮ Persuasion – specific attempts to change attitudes. ▮ Techniques: ATO approach Behavioral influence approach Elaboration Likelihood Model Balance Theory approach LO 5

22. 22 Copyright © 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 Change beliefs Add beliefs about new attributes Change evaluations

23. 23 Copyright © 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. 23 Behavioral Influence Approach ▮ Directly changing behaviors without first attempting to change either beliefs or attitudes. LO 5

24. 24 Copyright © 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 Got Milk? The scent of these cookies may make you seek some!

25. 25 Copyright © 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. 25 Elaboration Likelihood Model (ELM) ▮ Illustrates how attitudes are changed based on differing levels of consumer involvement. ▮ Level of involvement and motivation to process a message determines which route by which persuasion occurs: High involvement – Central route Low involvement – Peripheral route LO 5

26. 26 Copyright © 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. LO 7-5

27. 27 Copyright © 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. 27 Balance Theory ▮ Consumers are motivated to maintain perceived consistency in the relations found in mental systems ▮ Consistency principle – human beings prefer consistency among their beliefs, attitudes, and behaviors.

28. 28 Copyright © 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. Balance Theory and Celebrity Endorsements Balance theory applies to celebrity endorsements.

29. 29 Copyright © 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. 29 Message and Source Effects and Persuasion ▮ Message effects – term used to describe how the appeal of a message and its construction affects persuasion. ▮ Source effects – refers to the characteristics of the person or character delivering a message that influence persuasion.

30. 30 Copyright © 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.

31. 31 Copyright © 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. Communication Models ▮ Basic approach (one- to-many): Source (encoding) Message Medium Receiver (decoding) Feedback Noise ▮ Computer-mediated approach (many-to- many) Both the message and the person delivering the message impact the overall effectiveness. LO 6

32. 32 Copyright © 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. Communication in a Computer- Mediated Environment

33. 33 Copyright © 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. 33 Message Appeal ▮ Appeals that may impact the persuasiveness of an advertisement Sex appeals Humor appeals Fear appeals Violence appeals

34. 34 Copyright © 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. 34 8-34 Sex Appeals ▮ The prevalence of sexual appeals varies from country to country ▮ Nudity/undressed models in print ads generates negative feelings/tension among same-sex consumers ▮ Erotic ad content draws attention, but strong sexual ad imagery may make consumers less likely to: Buy a product (unless product is related to sex) Process and recall ad’s content

35. 35 Copyright © 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. 35 Humorous Appeals ▮ Specific cultures have different senses of humor ▮ Overall, humorous ads do get attention Funny ad as source of distraction Inhibits counterarguing, thus increasing message acceptance

36. 36 Copyright © 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. 36 Sleeper Effect ▮ Over time, disliked sources can still get a message across effectively We “forget” about negative source while changing our attitudes ▮ There’s a saying in public relations that “any publicity is good publicity.” Do you agree?

37. 37 Copyright © 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 Attractiveness Likeability Meaningfulness Match-up hypothesis – a source feature is most effective when it is matched with relevant products.

38. 38 Copyright © 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. 38 Building Credibility ▮ Relevant qualifications of source to the product can enhance credibility of message

39. 39 Copyright © 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. 39 Source Biases ▮ Consumer beliefs about product can be weakened by a source perceived to be biased Knowledge bias Reporting bias (“hired gun”)