Chapter 7 Attitudes and Attitude Change © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 Learning Outcomes • Define attitudes and describe attitude components • Describe the functions of attitudes • Understand how the hierarchy of effects concept applies to attitude theory © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes • Comprehend the major consumer attitude models • Describe attitude change theories and their role in persuasion • Understand how message and source effects influence persuasion © 2014 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 its Components • Attitude - Relatively enduring overall evaluations of objects, products, services, issues, or people • Components - ABC approach to attitudes – Affect – Behavior – Cognition © 2014 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 Attitude • Functional theory of attitudes - Attitudes perform four functions – Utilitarian function – Knowledge function – Value-expressive function – Ego-defensive function © 2014 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 • High-involvement hierarchy – Occurs when a consumer faces a high involvement decision or addresses a significant problem • Low-involvement hierarchy – Consumers have some basic beliefs about products without necessarily having strong feelings toward them © 2014 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 • Experiential hierarchy – Purchases are motivated by feelings • Behavioral influence hierarchy – Some behaviors occur without either beliefs or affect being strongly formed beforehand © 2014 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 • The ATO Model - Fishbein model – Proposes that three key elements be assessed to understand and predict consumer behavior • Consumer beliefs about salient attributes • Strength of the consumer belief • Evaluation of the attribute • ATO formula © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Implications of the ATO Approach • Attitude research is most often performed on entire market segments • Important for managers to know if consumers believe that complexes offer relevant attributes © 2014 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–behavior Consistency • Researchers are very interested in how attitudes are formed • Refers to the extent to which a strong relationship exists between attitudes and actual behavior © 2014 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 overt behavior • Specificity with which attitudes are measured • Strong environmental pressures • Impulse-buying situations © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Alternative Approaches to Attitude • Theory of planned action – Expands upon the behavioral intentions model by including a perceived control component © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Expanding the Attitude Object • Attitude toward the advertisement – Positive relationship exists between a consumer’s attitude toward an advertisement and his or her attitude toward a particular product • Attitude toward the company – What consumers know or believe about a company can influence the attitude they have toward its product © 2014 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 Tracking • Extent to which a company actively monitors its customers’ attitudes over time © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Persuasion • Refers to specific attempts to change attitudes • Persuasive techniques – ATO approach – Behavioral influence approach – Changing schema-based affect – Elaboration likelihood model – Balance theory approach – Social judgment theory approach © 2014 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 • Changing beliefs • Adding beliefs about new attributes • Changing evaluations © 2014 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 Influence Approach • Directly changing behaviors without first attempting to change either beliefs or feelings • Behavior change can precede belief and attitude change © 2014 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 • Schema-based affect refers to the idea that schemas contain affective and emotional meanings • If the affect found in a schema can be changed, then: – The attitude toward a brand or product will change as well © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © 2014 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 effects - Describe how the appeal of a message and its construction affect persuasion • Source effects - Refer to the characteristics of the person or character delivering a message that influence persuasion © 2014 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 Appeal • Appeals impact the persuasiveness of an advertisement – Sex appeals – Humor appeals – Fear appeals – Violence appeals © 2014 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 Construction • The way a message is constructed also impacts its persuasiveness – Conclusion presentation – Comparative strategy – Placement of information • Serial position effect • Primary effect • Recency effect – Message complexity © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Source Effects • Credibility – Expertise – Trustworthiness • Attractiveness • Likeability • Meaningfulness – Match-up hypothesis - Source feature is most effective when it is matched with relevant products © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.