attitude and cb.ppt

7/27/2019 attitude and cb.ppt

1/39

The Power of Attitudes

Attitude: a lasting, general evaluation ofpeople, objects, advertisements, or issues

Attitude object (AO): anything toward which

one has an attitude


2/39

Functional Theory of Attitudes

UTILITARIAN

FUNCTION:

Relates to rewards

and punishments

VALUE-EXPRESSIVE

FUNCTION:

Expresses consumers

values or self-concept

EGO-DEFENSIVE

FUNCTION:

Protect ourselves from

external threats

or internal feelings

KNOWLEDGE

FUNCTION:

Need for order, structure,

or meaning


3/39

ABC Model of Attitudes

An attitude has three components: Affect: the way a consumer feels about an

attitude object

Behavior: persons intentions to dosomething with regard to an attitude object

Cognition: beliefs a consumer has aboutan attitude object


4/39

Figure 7.1 Hierarchies of Effects


5/39

Attitude Toward the Advertisement

We form attitudes toward objects other thanthe product that can influence our product

selections.

We often form product attitudes from its ads Ad: attitude toward advertiser +evaluations of ad execution + ad evoked

mood + ad arousal effects on consumer +

viewing context


6/39

Attitude Commitment

COMPLIANCE

Lowest level: consumer forms attitude because itgains rewards or avoids punishments

IDENTIFICATIONMid-level: attitudes formed in order to conform to

another person or group

INTERNALIZATION

Highest level: deep-seeded attitudes become part

of consumers value system


7/39

Consistency Principle

We value/seek harmony among thoughts,feelings, and behaviors

We will change components to make them

consistent Relates to the theory of cognitive dissonance

we take action to resolve dissonance when

our attitudes and behaviors are inconsistent


8/39

Discussion

In terv iew a student next to you about abehavior that he or she has that is

incons istent w i th his or her atti tudes (e.g.,

at ti tudes toward heal thy eating or act ive

l i festy le, att i tudes tow ard material ism , etc.)

Ask the student to elabo rate on why he orshe has the behavior , then try to ident i fy the

way the person has resolved dissonantelements.


9/39

Self-Perception Theory

DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he

refuses), then asked to do something smaller.

LOW-BALL TECHNIQUE

Person is asked for a small favor and is informed after

agreeing to it that it will be very costly.

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


10/39

Social Judgment Theory

We assimilate new information about attitudeobjects in light of what we already know/feel

Initial attitude = frame of reference

Latitudes of acceptance and rejection Assimilation effects

Contrast effects

Example: Choosy mothers choose Jif

Peanut Butter


11/39

Balance Theory

Considers how a person might perceiverelations 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


12/39

Figure 7.2 Balance Theory


13/39

Multiattribute Attitude Models

Consumers attitudes toward an attitudeobject depend on beliefs she has about

object attributes

Three elements of multiattribute Attributes of Ao

Beliefs about Ao

Importance weights


14/39

The Fishbein Model

Salient Beliefs

Object-Attribute Linkages

Evaluation


15/39

Table 7.1 Saundras College Decision

Attribute

Beliefs ()

Import. (I) Smith Princeton Rutgers Northland

Academic reputation 6 8 9 6 3

All women 7 9 3 3 3

Cost 4 2 2 6 9

Proximity to home 3 2 2 6 9

Athletics 1 1 2 5 1

Party atmosphere 2 1 3 7 9

Library facilities 5 7 9 7 2

Attitude Score 163 142 153 131


16/39

Marketing Applications

of the Multiattribute Model

Capitalize on Relative Advantage

Strengthen Perceived Linkages

Add a New Attribute

Influence Competitors Ratings


17/39

The Extended Fishbein Model:

The Theory of Reasoned Action

Intentions versus behavior: measurebehavioral intentions, not just intentions

Social pressure: acknowledge the power ofother people in purchasing decision

Attitude toward buying: measure attitudetoward the act of buying, not just the product


18/39

Figure 7.3 Theory of Trying


19/39

How Do Marketers Change Attitudes?

Reciprocity Scarcity

Authority Consistency

Liking Consensus


20/39

Tactical Communications Options

Who will be source ofmessage?

How should message be

constructed? What media will transmit

message?

What target marketcharacteristics willinfluence ads

acceptance?


21/39

Figure 7.4

The Traditional Communications Model


22/39

Figure 7.5

An Updated Communications Model


23/39

New Message Formats

M-commerce - marketers promote goods andservices via wireless devices

New social media platforms

Blogging Video blogging (vlogging)

Podcasting

Tweeting Virtual worlds

Widgets


24/39

The Source

Source effects mean the same words bydifferent people can have very different

meanings

A source may be chosen due to expertise,fame, attractiveness, or similarity

What makes a good source?

Source credibility: a sources perceivedexpertise, objectivity, or trustworthiness

Source attractiveness: social value


25/39

Star Power


26/39

Nonhuman Endorsers


27/39

Decisions to Make About the Message

Should we use pictures or words? How often should message be repeated?

Should it draw an explicit conclusion?

Should it show both sides of argument?

Should it explicitly compare product tocompetitors?

Should it arouse emotions?

Should it be concrete or based on imagery?


28/39

The Message

Positive Effects Negative Effects

Showing convenience of use Extensive information on

components, ingredients, nutrition

Showing new product/improved

features

Outdoor setting (message gets

lost)

Casting background (i.e., people

are incidental to message)

Large number of onscreen

characters

Indirect comparison to other

products

Graphic displays

Table 7.2 Characteristics of Good and Bad Messages


29/39

Figure 7.6 Two-Factor Theory


30/39

How Do We Structure Arguments?

One-sided: supportive arguments Two-sided: both positive and negative

information

Refutational argument: negative issue israised, then dismissed

Positive attributes should refute presentednegative attributes

Effective with well-educated and not-yet-loyal audiences


31/39

Comparative Advertising

Comparative advertising: message comparestwo+ recognizable brands on specific

attributes

Unlike McDonalds, all of Arby's chickensandwiches are made with 100% all-natural

chicken

Negative outcomes include source

derogation


32/39

Types of Message Appeals

Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals


33/39

Discussion

Name ads that rely on sex appeal to sel lproduc ts .

What benef i ts are commun icated in the ad?

Is the message impl ic i t or exp l ic i t? How?


34/39

Message As Art Form

Advertisers use literary elements tocommunicate benefits and meaning

Allegory: story about an abstract concept

personified in a fictional character Metaphor: two dissimilar objects in a close

relationship (A is B)

Simile: compares two objects (A is like B) Resonance: play on words with pictures


35/39

Table 7.3 Examples of Advertising Resonance

Product Headline Visual

Embassy Suites This Year, Were Unwrapping

Suites by the Dozen

Chocolate kisses with hotel

names underneath each

Toyota auto parts Out Lifetime Guarantee May

Come as a Shock

Man holding a shock absorber

Bucks filter

cigarettes

Herd of These? Cigarette pack with a picture

of a stag

Bounce fabric

softener

Is There Something Creeping

Up Behind You?

Womans dress bunched up on

her back due to static

Pepsi This Year, Hit the Beach

Topless

Pepsi bottle cap lying on the

sand

ASICS athletic

shoes

We Believe Women Should

Be Running the Country

Woman jogging in a rural

setting


36/39

Forms of Story Presentation

Lecture: speech inwhich the source

speaks directly to

the audience

Attempts topersuade

Cognitive responsesmay occur

Drama: story thatdraws viewers into

the action

Characters indirectly

address theaudience

Interact with eachother in an imaginary

setting


37/39

Discussion

Sell the steak o r the sizzle? Whats more important in an advertisement:

What is said? o r

Who says i t? Give examples o f ads that use one strategyversus the other. What types o f ads are more

effect ive for each strategy?


38/39

Figure 7.7 Elaboration Likelihood Model


39/39

Chapter Summary

Attitudes are very powerful, and they areformed in several ways.

People try to maintain consistency among

their attitudinal components and theirattitudes and behaviors.

The communications model includes severalimportant components which can be

influenced by marketers to enhance thepersuasiveness of the message.

attitude and cb.ppt

Documents

Transcript of attitude and cb.ppt