1. Attitudes
Chapter 7

2. Attitudes What are attitudes? ABC approach Functions of Attitudes
Utilitarian
Knowledge
Value-expressive
Ego defensive
Source:

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

4. 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

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

6. 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

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

8. 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

9. Message & Source Effects
Message Appeal
Sex appeal
What if too much?
Humor appeal
Fear appeal
Source:

10. 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-

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