Chapter 7
Attitudes and Persuasion
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior
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The Power of Attitudes
• A lasting, general evaluation of people,
objects, advertisements, or issues
• Attitude Object
• anything toward which one has an attitude
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Functional Theory of Attitudes
UTILITARIAN
FUNCTION:
VALUE-EXPRESSIVE
FUNCTION:
Relates to rewards
and punishments
Expresses consumer’s
values or self-concept
EGO-DEFENSIVE
FUNCTION:
KNOWLEDGE
FUNCTION:
Protect ourselves from
external threats
or internal feelings
Need for order, structure,
or meaning
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ABC Model of Attitudes
• Three components of an attitude:
• Affect
• Behavior
• Cognition
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Figure 7.1
Hierarchies of Effects
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Attitude Toward the Advertisement
• We form attitudes toward objects other than
the product that can influence our product
selections
• We often form product attitudes from its ads
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Attitude Commitment
HIGH
INTERNALIZATION
Deep-seeded attitudes become
part of consumer’s core value system
IDENTIFICATION
Attitudes formed in order to conform
to another person or group
COMPLIANCE
LOW
Consumer forms attitude because it gains
rewards or avoids punishments
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Consistency Principle
• We seek harmony among our thoughts,
feelings, and behaviors
• We will change components to make them
consistent
• We take action to resolve dissonance when
our attitudes and behaviors are inconsistent
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Self-Perception Theory
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has
first agreed to comply with a smaller request
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after
agreeing to it that it will be very costly
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme
(which he refuses) then is asked to do something smaller
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Social Judgment Theory
• We assimilate new information about attitude
objects in light of what we already know/feel
• Initial attitude = frame of reference
• Latitudes of acceptance and rejection
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Balance Theory
• Considers how a person might perceive
relations among different attitude objects
and how he might alter attitudes to maintain
consistency
• Triad attitude structures:
• Person
• Perception of attitude object
• Perception of other person/object
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Multiattribute Attitude Models
• Consumer’s attitudes toward an attitude
object depend on beliefs she has about the
object’s attributes
• Three elements of multiattribute
• Attributes
• Beliefs
• Importance weights
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The Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation (of Important Attributes)
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Strategic Marketing Applications
of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitor’s Ratings
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How Do Marketers Change Attitudes?
Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus
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How do we communicate to our consumers?
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Who will be source of message?
How should message be constructed?
What media will transmit message?
What target market characteristics will
influence ad’s acceptance?
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Figure 7.4
The Traditional Communications Model
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Figure 7.5
An Updated Communications Model
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Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
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Message As Art Form
• Advertisers use literary elements to
communicate benefits and meaning
• Allegory
• Metaphor
• Simile
• Resonance
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Figure 7.7
Elaboration Likelihood Model
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MKT 342: Consumer Behavior
Key Concepts: Chapter 7
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Power of attitudes
Functional theory of attitudes
ABC model of attitudes
Hierarchies of effects
Attitude commitment
Consistency principles
Self-perception theory
Social judgment theory
Balance theory
Multiattribute attitude models
Fishbein model
Strategic marketing applications of the multiattribute model
Different ways that marketers change attitudes
Traditional & updated communications model
Types of message appeals
Message as art form
Elaboration Likelihood model
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