Chapter 5

Attitudes Based on High Consumer Effort

Learning Objectives~ Ch.5

Discuss how marketers can apply various cognitive models to understand & influence consumers’ attitudes based on high-effort thought processes.

Describe some of the methods for using the communication source & the message to favorably influence consumers’ attitudes.

Explain how & why a company might try to change consumers’ attitudes by influencing their feelings.

Attitude

“…an overall evaluation that expresses how much we like or dislike an object, issue, person, or action.”

What is your attitude about:

Cell phones?

Outsourcing customer service?

Tom Cruise?

Tennis?

What Are Attitudes?Importance of attitudes—functions:- Cognitive- Affective- Connative

Characteristics of attitudes- Favorability- Accessibility- Confidence- Persistence- Resistance- Ambivalence

Forming/Changing Attitudes

Foundations- Cognitions- Emotions

Role of effort- Elaboration- Processing routes

• Central route to persuasion

• Peripheral route to persuasion

• Can you think of an example of when each route applies?

Influence of consumer attitudes- Cognitive- Affect-based

– What is the difference between attitude & affect?

Approaches to Attitude Formation/Change

Cognitive Foundations of Attitudes

You are in control of your attitude

Marketers may give you information that may base your attitude change (persuasion)

Direct or imagined experience

Reasoning by analogy or category

Values-driven attitudes

Social identity-based attitude generation

Analytical processes of attitude formation

Cognitive Foundation Models

Cognitive Response Model

- Counterarguments

- Support arguments

- Source derogations

Expectancy-Value Models

- Theory of Reasoned Action

- Attitude specificity

- Normative influences

Theory of Reasoned Action (TORA)

Components of TORA Model

Behavior—A function of behavioral intention, determined by:– Attitude Toward Act– Behavioral Intentions– Subjective Norms

Theory of Planned Behavior (TPB)

Adds dimension of consumers’ perceived control

You control & plan your behavior in many contexts

May assume the consumer is rational

Perfect versus imperfect information in the marketplace

One limitation may be the TPB does not place emphasis on consumer emotions

What are the key differences between TORA & TPB?

Which theory do you prefer & why?

Changing Consumer Attitudes

Persuasion is related to attitude change

There is resistance to change

Market resistance is resisting the marketplace

Diagnosing existing attitudes

Devising strategies for change

- Change beliefs

- Change evaluations

- Add a new belief

- Target normative beliefs

How Cognitively Based Attitudes Are Influenced

Communication source

- Source credibility

- Company reputation

- Sleeper effect (e.g., in political advertising)

Message

- Argument quality

- One- versus two-sided

- Comparative

Affective (Emotional) Foundations of Attitudes

Affective involvement

Affective responses

Emotional appeals

What is an example of a current brand using an emotional appeal in advertising?

Are certain industries more prone to benefit from emotional appeals in their advertising & marketing communications?

How Affectively Based Attitudes Are Influenced

Source– Attractiveness– Match-up hypothesis

Message– Emotional appeals– Fear appeals

• Terror Management Theory (TMT)• Can you name a context where TMT

applies?

Attitude Toward the Ad

Dimensions – Utilitarian (functional)– Hedonic– Interest

Factors Impacting Consumer Attitude

Level of Involvement/ elaboration

Knowledge & experience

Analysis of reasons

Accessibility of attitudes

Attitude confidence

Specificity of attitudes

Attitude-behavior relationship

Situational factors

Normative factors

Personality variables

This Hartz ad is attempting to change consumers’ beliefs that only a veterinarian can provide effective flea treatment. Hartz presents their product as a safe, effective, more convenient, & less expensive solution to a pet’s flea problem.

Courtesy Hartz Mountain

Questions?