1. Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

2. Chapter Overview What are attitudes?
Attitudes formation: cognition (thinking)
Cognitive response model
Theory of reasoned action (TORA)
How to change attitudes: cognition (thinking)
Attitude formation: affect (emotion)
How to change attitudes: affect (emotion)

3. Definition
Attitude: a relatively global and enduring evaluation of an object, issue, person, or action

4. What’s the Big Deal About Attitudes?
Guide our thoughts (cognitive function)
Influence our feelings (affective function)
Affect our behavior (connative function)

5. How are attitudes formed through cognition?
The Cognitive Response Model
thoughts/reactions we have in response to a message
Theory of Reasoned Action (TORA)
explains how, when and why attitudes predict behavior

6. Cognitive Response Model
Counterarguments (CAs)
disagreement
Support arguments (SAs)
agreement
Source derogations (SDs)
attack the source

7. Theory of Reasoned Action (TORA)
Belief about
consequences
of an act (bi)
Evaluation of
of an act (ei)
Normative belief
(what do important
others think about
this act?) (NBj)
Motivation to
comply (desire to
please these important
others) (MCj)
Attitude toward
the act (Aact)
How much consumer
is actually influenced
by these others (SN)
Behavioral Intentions
Behavior

8. Calculating TORA Behavioral Intentions

9. TORA Example: Getting a tattoo
B=get a tattoo
BI=intention to get a tattoo
Aact=your attitude toward getting a tattoo
SN=what influence others have on you

10. TORA Scales
bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high
ei = if this outcome occurs, it will be (-3) very bad to (+3) very good
NBj = this person thinks I should (-3) not do it to (+3) do it
MCj = how much do I care what this person thinks? (-3) don’t care at all to (+3) care very much

11. TORA Example: Aact Beliefs will hurt will be cool will be expensive
self-expression bi +3 +1 +2

12. TORA Example: Aact Beliefs will hurt will be cool will be expensive
self-expression
bi ei
+3 -3
+1 +2
+2 -2
+3 +3

13. TORA Example: Aact Beliefs will hurt will be cool will be expensive
self-expression
bi ei Sum bi X ei
+3 X -3 = -9
+1 X +2 = 2
+2 X -2 = -4
+3 X +3 = + 9
Therefore, Aact = -2

14. TORA Example: SN Important Others Parents Sig. Other Best Friend
MKT 171 Instructor
NBj -3 +2 +3

15. TORA Example: SN Important Others Parents Sig. Other Best Friend
MKT 171 Instructor
NBj MCj
-3 -1
-3 +3
+2 +1
+3 0

16. TORA Example: SN Important Others Parents Sig. Other Best Friend
MKT 171 Instructor
NBj MCj Sum NBj X MCj
-3 X -1 = +3
-3 X +3 = -9
+2 X +1 = +2
+3 X 0 =
Therefore, SN = -4

17. The Bottom Line
BI = Aact + SN =
= -6
Decision: Don’t do it!

18. Theory of Reasoned Action (TORA)
Belief about
consequences
of an act (bi)
Evaluation of
of an act (ei)
Normative belief
(what do important
others think about
this act?) (NBj)
Motivation to
comply (desire to
please these important
others) (MCj)
Attitude toward
the act (Aact)
How much consumer
is actually influenced
by these others (SN)
Behavioral Intentions
Behavior

19. Attitude Change Strategies
Change beliefs (bi)
Change evaluations (ei)
Add a new belief (biei)
Target normative beliefs

20. Cognitively-Based Attitude Change Issues
Communication Source
spokesperson credibility
company reputation
Message factors
argument quality
one- vs. two-sided messages
comparative messages

21. How are attitudes formed through affect (emotion)?
Affective involvement
Affective reactions

22. Affectively-Based Attitude Change Issues
Communication Source
Attractiveness
Message Factors
Emotional appeals
Fear appeals

23. Chapter 6 Review Definition of attitudes
Attitude Formation & Change (cognitive)
Cognitive Response Model
TORA
Communication Source & Message Content
Attitude Formation & Change (affect)