1. 11-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. 11-2 PART III: INTERNAL INFLUENCES

3. 11-3 CHAPTER 11 ATTITUDES AND INFLUENCING ATTITUDES

4. 11-4 Consumer Behavior In The News… Predicting Celebrity Success…  Celebrity endorsements cost serious $$  Sometimes they work…sometimes they don’t…  You be the judge:  Tiger Woods and Nike  Lucy Liu and Intel Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.

5. 11-5 Consumer Behavior In The News… Predicting Celebrity Success…  Tiger Woods and Nike  A HIT for Nike  “…synonymous with everything Nike stands for and…reinforces the brand proposition…”  Lucy Liu and Intel  A MISS for Intel  No “…obvious connection to the brand and the association isn’t memorable.” Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.

6. 11-6 Attitudes and Influencing Attitudes attitude An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. Attitudes Attitudes serve four key functions for individuals: 1.Knowledge function 2.Value-expressive function 3.Utilitarian function 4.Ego-defensive function

7. 11-7 Attitude Components It is useful to consider attitudes as having three components :  Cognitive Component  Affective Component  Behavioral Component

8. 11-8 Attitudes and Influencing Attitudes Attitude Components and Manifestations

9. 11-9 Attitude Components cognitive component The cognitive component consists of a consumer’s beliefs about an object. multiattribute attitude model The multiattribute attitude model provides a measure of a consumer’s overall attitude and evaluation of a brand. The overall cognitive component becomes more favorable as:   The number of positive beliefs increase   The extent to which each belief is more extremely positive   The ease of recall of positive beliefs increases Cognitive Component

10. 11-10 Attitude Components affective component Feelings or emotional reactions to an object represent the affective component of an attitude. Marketers are increasingly turning their attention to the affective or “feeling” component to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component. Affective Component

11. 11-11 Attitudes and Influencing Attitudes SAM (Self-Assessment Mannequin) P EmotionDimension A D P=Pleasure; A=Arousal; D=Dominance

12. 11-12 Attitude Components behavioral component The behavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity. Behavioral Component Actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur.

13. 11-13 Attitude Components Direct versus Indirect Approach direct Actual behavior and response tendencies are most often measured by fairly direct questioning. direct Such direct questioning may work well for most consumption, but not so well for sensitive topics like alcohol, pornography and eating patterns. indirect In these cases, indirect questions such as estimating the behavior of other people similar to themselves may help to reduce the bias. Behavioral Component

14. 11-14 Attitude Components Attitude Component Consistency

15. 11-15 Attitude Components  cognitiveaffective behavioral  Attitude components—cognitive, affective, and behavioral—tend to be consistent.   However, the degree of apparent consistency can be reduced by a variety of factors.   Marketers must incorporate these factors when developing persuasive messages and strategies. Attitude Component Consistency

16. 11-16 Attitude Components Seven factors may account for inconsistencies: 1.Lack of Need 2.Lack of Ability 3.Failure to Consider Relative Attitudes 4.Weakly Held Beliefs and Affect 5.Failure to Consider Interpersonal Influence 6.Failure to Consider Situational Factors 7.Measurement Issues Attitude Component Consistency

17. 11-17 Attitude Change Strategies  Change the Cognitive Component  Change the Affective Component  Change the Behavioral Component

18. 11-18 Attitude Change Strategies Four basic marketing strategies used for altering the cognitive structure of a consumer’s attitude: Change the Cognitive Component 1.Change Beliefs 2.Shift Importance 3.Add Beliefs 4.Change Ideal

19. 11-19 Attitude Change Strategies Marketers use three basic approaches to directly increase affect: Change the Affective Component 1.Classical Conditioning 2.Affect Toward the Ad or Web Site 3.Mere Exposure

20. 11-20 Attitude Change Strategies 1. 1.Purchase or use behavior may be the (indirect) result of changing the affective or cognitive components. 2. 2.However, purchase or use behavior may precede the development of cognition and affect.   This more direct approach is based on operant conditioning.   Key is inducing product trial while ensuring the trial will be rewarding. Change the Behavioral Component

21. 11-21 Attitude Change Strategies CouponsCoupons Free samplesFree samples Point-of-purchase displaysPoint-of-purchase displays Tie-in purchasesTie-in purchases Price reductionsPrice reductions Change the Behavioral Component Common techniques used for inducing trial behavior include:

22. 11-22 Individual and Situational Characteristics that Influence Attitude Change Elaboration likelihood model (ELM) The Elaboration likelihood model (ELM) is a theory about how attitudes are formed and changed under varying conditions of involvement.

23. 11-23 Individual and Situational Characteristics that Information Attitude Change ELM Model

24. 11-24 Individual and Situational Characteristics that Influence Attitude Change  Core Tenants of ELM: Part I Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be stronger more resistant to counter-persuasion attempts more accessible from memory, and more predictive of behaviors

25. 11-25 Individual and Situational Characteristics that Influence Attitude Change  Core Tenants of ELM: Part II Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT

26. 11-26 Individual and Situational Characteristics that Influence Attitude Change   BUT there are caveats and exceptions relating to cue relevance and competitive situation.   Cue Relevance - What is a PC/CC? Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo. In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.

27. 11-27 Individual and Situational Characteristics that Influence Attitude Change   Competitive Situation - PCs can influence persuasion under HI INVOLVEMENT in competitive situations when: Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker). Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.

28. 11-28 Individual and Situational Characteristics that Influence Attitude Change  Consumer Resistance to Persuasion Consumers are not passive to persuasion attempts Consumers are often skeptical (an individual characteristic) and resist persuasion Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.

29. 11-29 Communication Characteristics that Influence Attitude Formation and Change Three types of communication characteristics: 1.Source Characteristics   Represents “who” delivers the message 2.Appeal Characteristics   Represents “how” the message is communicated 3.Message Structure Characteristics   Represents “how” the message is presented

30. 11-30 Communication Characteristics that Influence Attitude Formation and Change 1.Source Credibility Persuasion is easier when the target market views the message source as highly credible 2.Celebrity Sources Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer 3.Sponsorship Sponsorships often work in much the same manner as using a celebrity endorser Source Characteristics

31. 11-31 Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Source credibility Source credibility consists of trustworthiness and expertise. testimonial ad In a testimonial ad, a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea. One factor that can diminish the credibility of any source is if consumers believe that the firm is paying the source for his or her endorsement. Billboard of Testimonial Ad

32. 11-32 Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Billboard Ad Showing Celebrity Endorsement Celebrity sources Celebrity sources widely used. Effectiveness enhanced when marketers match: image of the celebrity with personality of the product with actual or desired self-concept of the target market.

33. 11-33 Communication Characteristics that Influence Attitude Formation and Change Matching Endorser with Product and Target Audience

34. 11-34 Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Overexposure Negative behavior involving the spokesperson Using a celebrity as a company spokesperson creates special risks, such as spokes-characters Many firms are creating spokes-characters rather than using celebrities. Spokes-charactersSpokes-characters can add credibility to a message as well as attract attention. Some come to serve as a symbol of the product (e.g., Jolly Green Giant) Provide firm with total control

35. 11-35 Applications in Consumer Behavior spokes- characters. The Mr. Clean Magic Eraser Duo ad provides a good example of spokes- characters. © The Procter & Gamble Company. Used by permission.

36. 11-36 Communication Characteristics that Influence Attitude Formation and Change Source Characteristics Sponsorship Sponsorship is when a company provides financial support for an event. Sponsorships Sponsorships often work in much the same manner as using a celebrity endorser That is, the characteristics of the sponsored event may become associated with the sponsoring organization. Absolut Sponsored the GLAAD Awards

37. 11-37 Communication Characteristics that Influence Attitude Formation and Change 1.Fear Appeals 2.Humorous Appeals 3.Comparative Ads 4.Emotional Appeals 5.Value-Expressive versus Utilitarian Appeals Appeal Characteristics

38. 11-38 Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Fear appeals Fear appeals Fear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered. Fear appeals Fear appeals can be effective at forming, reinforcing and/or changing attitudes. The ethics of such appeals should be examined carefully before they are used.

39. 11-39 Applications in Consumer Behavior This ad is a great example of the use of fear appeal. In this case, it is used to spell out the risks of illegally downloading movies. Courtesy Motion Picture Association of America, Inc.

40. 11-40 Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Humorous appeals Humorous appeals Humorous appeals are ads built around humor appear to increase attention to and liking of the ad. Especially for those individuals high in need for humor. The overall effectiveness of humor is generally increased when the humor related to the product or brand in a meaningful way and is viewed as appropriate for the product by the target audience.

41. 11-41 Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Comparative ads Comparative ads Comparative ads directly compare the features or benefits of two or more brands. Comparative ads Comparative ads are often more effective than non- comparative ads in generating the following: attention message and brand awareness, greater message processing favorable sponsor brand attitudes increased purchase intentions and behaviors

42. 11-42 Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Emotional appeals Emotional ads Emotional ads are designed primarily to elicit a positive affective response rather than provide information or arguments. Emotional advertisements Emotional advertisements may enhance persuasion by increasing attention and processing of the ad (and thus) ad recall liking of the ad product liking through classical conditioning product liking through high-involvement processes

43. 11-43 Communication Characteristics that Influence Attitude Formation and Change Appeal Characteristics Value-expressive versus Utilitarian appeals Utilitarian appeals Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market. Most effective for functional products Value-expressive appeals Value-expressive appeals attempt to build a personality for the product or create an image of the product user. Most effective for products designed to enhance self- image or provide other intangible benefits ****

44. 11-44 1.One-Sided versus Two-Sided Messages 2.Positive versus Negative Framing 3.Nonverbal Components Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics

45. 11-45 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics One-Sided versus Two-Sided Messages One-Sided Messages One-Sided Messages Marketers generally present only the benefits of their product, or only one point of view. One-sided messages One-sided messages are most effective at reinforcing existing attitudes.

46. 11-46 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics One-Sided versus Two-Sided Messages Two-Sided Messages Two-Sided Messages Marketers present both good and bad points in their product message. Two-sided Two-sided messages tend to be more effective than one-sided messages in changing a strongly held attitude.

47. 11-47 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Positive versus Negative Framing Message framing Message framing refers to presenting one of two equivalent value outcomes either positivepositive framing in positive or gain terms (positive framing), or negativenegative framing in negative or loss terms (negative framing)

48. 11-48 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Positive versus Negative Framing Attribute Framing Only a single attribute is the focus of the frame. For example, describing beef as either 80% fat free (positive frame) or 20% fat (negative frame) Goal Framing Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act. For example, having a yearly mammogram Benefits of having mammogram emphasized (positive frame) Risks of not having mammogram emphasized (negative)

49. 11-49 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Positive versus Negative Framing   Positive Frame best for Attribute Framing Situation Hence, 80% fat free better than 20% fat.   Negative Frame best for Goal Framing Situation Hence, stressing the risks of not having a mammogram better than stressing the benefits of having one.

50. 11-50 Communication Characteristics that Influence Attitude Formation and Change Message Structure Characteristics Nonverbal Components Nonverbal components can influence attitudes through affect, cognition, or both. Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include: pictures music surrealism

51. 11-51 Market Segmentation and Product Development Strategies Based on Attitudes Market Segmentation 1. 1.A marketer needs to know the importance consumers attach to various product/service features. 2. 2.Consumers who look for the same benefits are grouped into segments and additional information is obtained to develop a more complete picture. 3. 3.Separate marketing programs can then be developed for each of the selected target segments. Benefit segmentation Benefit segmentation is the segmenting of consumers on the basis of their most important attribute(s).

52. 11-52 Market Segmentation and Product Development Strategies Based on Attitudes Product Development Steps in developing a new product or reformulating an existing product: 1. 1.Construct a profile of a consumer segment’s ideal level of performance on key attributes. 2. 2.Create a product concept that closely matches the ideal profile. 3. 3.Translate the concept into an actual product.

53. 11-53 Market Segmentation and Product Development Strategies Based on Attitudes Using the Multiattribute Attitude Model in the Product Development Process