Chapter 6
ATTITUDE FORMATION AND
CHANGE: HIGH
CONSUMER EFFORT
1
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)
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Definition
Attitude: a relatively
global and enduring
evaluation of an
object, issue,
person, or action
3
What’s the Big Deal About
Attitudes?

Attitudes……
» Guide our thoughts (cognitive function)
» Influence our feelings (affective function)
» Affect our behavior (connative function)
4
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
5
Cognitive Response Model

Counterarguments (CAs)
» disagreement

Support arguments (SAs)
» agreement

Source derogations (SDs)
» attack the source
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Theory of Reasoned Action
(TORA)
Belief about
consequences
of an act (bi)
Evaluation of
consequences
of an act (ei)
Normative belief
(what do important
others think about
this act?) (NBj)
Attitude toward
the act (Aact)
Motivation to
comply (desire to
please these important
others) (MCj)
How much consumer
is actually influenced
by these others (SN)
Behavioral Intentions
Behavior
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Calculating TORA Behavioral
Intentions
BI  Aact  SN
Aact  i biei
SN   j NBjMCj
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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
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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

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TORA Example: Aact
Beliefs
bi
will hurt
will be cool
will be expensive
self-expression
+3
+1
+2
+3
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TORA Example: Aact
Beliefs
bi
will hurt
+3
will be cool
+1
will be expensive +2
self-expression +3
ei
-3
+2
-2
+3
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TORA Example: Aact
Beliefs
bi
will hurt
will be cool
will be expensive
self-expression
+3
+1
+2
+3
X
X
X
X
ei
Sum bi X ei
-3
+2
-2
+3
=
=
=
= +
-9
2
-4
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Therefore, Aact = -2
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TORA Example: SN
Important Others
NBj
Parents
Sig. Other
Best Friend
MKT 171
Instructor
-3
-3
+2
+3
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TORA Example: SN
Important Others
NBj
MCj
Parents
Sig. Other
Best Friend
MKT 171
Instructor
-3
-3
+2
+3
-1
+3
+1
0
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TORA Example: SN
Important Others
NBj
MCj
Sum NBj X MCj
Parents
Sig. Other
Best Friend
MKT 171
Instructor
-3 X
-3 X
+2 X
+3 X
-1
+3
+1
0
=
=
=
=
+3
-9
+2
+0
Therefore, SN = -4
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The Bottom Line
BI = Aact + SN
= -2 + -4
= -6
Decision: Don’t do it!
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Theory of Reasoned Action
(TORA)
Belief about
consequences
of an act (bi)
Evaluation of
consequences
of an act (ei)
Normative belief
(what do important
others think about
this act?) (NBj)
Attitude toward
the act (Aact)
Motivation to
comply (desire to
please these important
others) (MCj)
How much consumer
is actually influenced
by these others (SN)
Behavioral Intentions
Behavior
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Attitude Change Strategies

Change beliefs (bi)

Change evaluations
(ei)

Add a new belief (biei)

Target normative
beliefs
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Cognitively-Based Attitude
Change Issues

Communication Source
» spokesperson credibility
» company reputation

Message factors
» argument quality
» one- vs. two-sided messages
» comparative messages
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How are attitudes formed
through affect (emotion)?

Affective involvement

Affective reactions
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Affectively-Based Attitude
Change Issues

Communication Source
» Attractiveness

Message Factors
» Emotional appeals
» Fear appeals
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Chapter 6 Review
Definition of attitudes
 Attitude Formation & Change (cognitive)

» Cognitive Response Model
» TORA
» Communication Source & Message
Content

Attitude Formation & Change (affect)
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