CHAPTER ELEVEN
Attitudes and Influencing Attitudes
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Figure 11-1
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Figure 11-2
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Measuring Attitude Components
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Cognitive Component (Measuring Beliefs about Specific
Attributes Using the Semantic Differential Scale)
Diet Coke
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Strong taste
——
——
——
—— —— —— —— Mild taste
Low priced
——
——
——
—— —— —— —— High priced
Caffeine free ——
——
——
—— —— —— —— High in caffeine
Distinctive in ——
taste
——
——
—— —— —— —— Similar in taste to
most
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© The McGraw-Hill Companies, Inc., 1998
Measuring Attitude Components
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Affective Component
(Measuring Feelings about Specific
Attributes Using Likert Scales)
Strongly
Agree Agree
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Strongly
Disagree
I like the taste of Diet Coke.
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——
——
——
——
Diet Coke is overpriced.
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——
——
——
——
Caffeine is bad for your health. ——
——
——
——
——
——
——
——
——
——
I like Diet Coke.
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Neither
Agree
nor
Disagree Disagree
Measuring Attitude Components
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Behavioral Component (Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks.
What is the likelihood you will buy Diet Coke
the next time you purchase a soft drink?
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Definitely will buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy
Consumer Insight 11-1
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• What attitude component is MPAAT focusing
on? What theory or assumption makes this
reasonable?
• What type of appeals is MPAAT using? Is this
an appropriate use of this type appeal?
• How successful do you think this campaign
will be? Why?
• Does this campaign raise any ethical concerns?
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Change the Cognitive Component
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•
•
•
•
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Change Beliefs
Shift Importance
Add Beliefs
Change Ideal
Change the Affective Component
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• Classical Conditioning
• Affect toward the ad or website
• Mere exposure
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Change the Behavioral Component
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Robert Cialdini: Influence
• Reciprocity
• Door-in-the-face technique (big request first - target
refuses, then the communicator “concedes” by asking for a
small favor -target agrees)
• Scarcity - “one-day offer”, “two-days sale”, must suggest better
•
•
•
•
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value
Authority - expert endorsers
Commitment - make the target commit to some small thing
• Foot-in-the-door technique (small request first)
• Low-balling - to commit to an attractive option first (car
deals)
• Even-a-penny-will-help technique
Liking/compliments - persuasion by favorite or/and similar
endorsers
Social validation -“statistical advertisements”(85 % of the
population)
The Elaboration Likelihood Model
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Figure 11-4
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Communication Characteristics
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• Source
• Source Credibility
• Celebrity Sources - Congruence
• Appeal
• Fear, Humor, Emotional
• Comparative Ads
• Value-Expressive vs. Utilitarian
• Message Structure Characteristics
• One-Sided vs. Two-Sided
• Positive versus Negative Framing
• Nonverbal Components
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Segmentation and Development
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• Benefit Segmentation
• Feature importance
• Group similar benefit seekers
• Product Development
• Profile ideal level of performance
• Create product concept
• Translate concept into product
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Multiattribute Attitude Model
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