BABIN / HARRIS
CB
PART 2
CHAPTER 7
Attitudes and Attitude
Change
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
1. Define attitudes and describe attitude
components.
2. Describe the functions of attitudes.
3. Understand how the hierarchy of effects concept
applies to attitude theory.
4. Comprehend the major consumer attitude models.
5. Describe attitude change theories and their role in
persuasion.
6. Understand how message and source effects
influence persuasion.
7-2
©2012 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 and Attitude
Components
• Attitudes—relatively enduring overall
evaluations of objects, products, services,
issues, or people.
• Attitude components (ABC approach):
• Affect
• Behavior
• Cognitions (or “beliefs”)
LO1
7-3
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Functions of Attitudes
• Functional theory of attitudes—attitudes
perform four functions:
•
•
•
•
LO2
Utilitarian function—based on the concept of
reward and punishment.
Knowledge function—allows consumers to
simplify decision making processes.
Value-expressive function—enables a consumer
to express his or her core values, self-concept,
and beliefs to others.
Ego-defensive function—works as a defense
mechanism for consumers.
7-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Hierarchy of Effects Concept
• Suggests that affect, behavior, and cognitions
may form in one of the following four ways, or
“hierarchies”:
•
•
•
•
LO3
High involvement (or “standard learning”)
hierarchy: belief—affect—behavior
Low involvement hierarchy: belief—behavior—
affect
Experiential hierarchy: affect—behavior—belief
Behavioral influence hierarchy: behavior—belief—
affect
7-5
©2012 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
(ATO) Model
• Sometimes referred to as the Fishbein Model
• Proposes that three key elements must be
assessed to understand and predict a consumer’s
attitude:
•
•
•
Beliefs a consumer has about salient attributes or
features that a product or choice possesses.
Strength of the belief that a certain brand does
indeed have the feature.
Evaluation of the attribute in question.
• Compensatory model—poor ratings on one
attribute are compensated for by higher ratings on
another attribute.
LO4
7-6
©2012 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 Intentions Model
• Sometimes referred to as the theory of
reasoned action.
• Differs from the attitude-toward-the-object
model:
•
•
•
LO4
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 toward the behavior of
buying rather than the attitude toward the
object.
7-7
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors that Weaken AttitudeBehavior Relationship
• Length of time between attitude
measurement and behavior
• Specificity with which attitudes are
measured
• Environmental pressures
• Impulse buying situations
LO4
7-8
©2012 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 Change Theories and
Persuasion
• Persuasion—specific attempts to change
attitudes.
• Techniques:
LO
•
•
•
•
•
•
5
ATO approach
Behavioral influence approach
Changing Schema-Based Affect
Elaboration Likelihood Model
Balance Theory approach
Social Judgment Theory approach
7-9
©2012 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
• Create new beliefs
• Change evaluations
LO5
7-10
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Behavioral Influence Approach
• Directly changing behaviors without first
attempting to change either beliefs or
attitudes.
LO5
7-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Changing Schema-Based Affect
• If the affect found in a schema can be
changed, then the attitude toward a brand
or product will change as well.
LO5
7-12
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO5
7-13
©2012 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
•
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.
Focuses on the associations or relations (referred to
either as sentiment relations or unit relations) that are
perceived between a person (or observer), another
person, and an attitudinal object (triad).
Consistency in the triad is maintained when the
multiplication of the signs in the sentiment and unit
relations result in a positive value.
•
•
•
LO5
7-14
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Social Judgment Theory
• Consumers compare incoming information
to their existing attitudes about a
particular object or issue and that attitude
change depends on how consistent the
information is with the initial attitude.
• Latitudes of acceptance
•
Assimilation
•
Contrast effect
• Latitudes of rejection
LO5
7-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Message and Source Effects
and Persuasion
• Message effects—term used to describe
how the appeal of a message and its
construction effects persuasion.
• Source effects—refers to the
characteristics of the person or character
delivering a message that influence
persuasion.
LO6
7-16
©2012 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):
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•
•
•
•
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Noise
Source (encoding)
Message
Medium
Receiver (decoding)
Feedback
•
Both the message and the person delivering the
message impact the overall effectiveness.
• Computer-mediated approach (many-to-many):
LO6
7-17
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Message and Source Effects
• Message appeal
•
Sex, Humor, Fear
•
Conclusion, Comparisons, Arrangement,
Complexity
• Message construction
• Source effects
•
Credibility, Attractiveness, Likeability,
Meaningfulness
•
LO6
Match-up hypothesis—a source feature is most
effective when it is matched with relevant products.
7-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.