Chapter 7 - Attitudes and Persuation.pdf
Transcript of Chapter 7 - Attitudes and Persuation.pdf
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Chapter 7Attitudes and
Persuasion
7-1Copyright © 2013 Pearson Education
CONSUMER
BEHAVIOR, 10eMichael R. Solomon
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Contents
1. The nature and power of attitudes2. How are attitudes created
3. How do marketers change attitudes
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1. The Power of Attitudes
• Attitudes: opinions or feelings about
people, objects, advertisements, or issues
• Attitude object (AO
): anything toward
which one has an attitude
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Consumers have attitudes toward a widerange of attitude objects,
- from very product-specific behaviors (e.g.,
you use Crest toothpaste rather thanColgate)
- to more general, consumption-related
behaviors (e.g., how often you should
brush your teeth)
2-4Copyright © 2013 Pearson Education
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Functional Theory of Attitudes
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UTILITARIAN
FUNCTION
Relates to rewards
and punishments
VALUE-EXPRESSIVE
FUNCTION
Expresses consumer’s
values or self-concept
EGO-DEFENSIVE
FUNCTION
Protect ourselves from
external threats
or internal feelings
KNOWLEDGE
FUNCTION
Need for order, structure,
or meaning
How attitudes facilitate behaviour?
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What are the functions?
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What are the functions?
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7-8Copyright © 2013 Pearson Education
For Reflection
Imagine that you work for the marketingdepartment of your college or university
and have segmented students into four
different clusters, each representing one ofthe four functions identified by Katz.
Develop a marketing strategy based on
each of the four functions to motivatestudents to stay in school and complete
their degrees.
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The ABC Model of Attitudes
Cognition Affect Behaviour
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The hierarchies of effects
• Attitudes are more complex than they firstappear.
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Problem-
solvingprocess.
Bases on
good or bad
experiences
An
emotional
response.
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Reflection
•Share a decision you made following thethree learning hierarchies:
• Think Feel Do
• Think Do Feel
• Feel Do Think
•Which one has effect on the situation of:
• Purchasing clothes
• Purchasing mobile phones?
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2. How do we form attitudes?
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Attitude Commitment
COMPLIANCELowest level: consumer forms attitude because
it gains rewards or avoids punishments
IDENTIFICATION
Mid-level: attitudes formed in order to conform
to another person or group
INTERNALIZATION
Highest level: deep-seated attitudes become
part of consumer’s value system
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For Reflection
• Share a commitment you’ve made at eachof the three levels of commitment:
• Internalization
• Identification
• Compliance
• Can you feel the variations in commitment
for the three types? Explain.
7-14Copyright © 2013 Pearson Education
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The consistency principles
A need to maintain consistency among all ofour attitudinal components often motivates
us to alter one or more of them
• We value/seek harmony among thoughts,
feelings, and behaviors
• We will change components to make themconsistent
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Theory of cognitive dissonance
• Relates to the theory of cognitivedissonance – we take action to resolve
dissonance when our attitudes and
behaviors are inconsistent"I know smoking cigarettes causes cancer" and "I
smoke cigarettes”
2 elements: cognitive and behavior aredissonant feeling of discomfort reduce
dissonance by eliminating, adding, or changing
elements.
2-16Copyright © 2013 Pearson Education
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Theory of Cognitive Dissonance
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Theory of Cognitive Dissonance
Cognitive
Dissonance
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Reflection
• What are your attitudes toward classstarting at 6.30am?
• What are your behaviours?
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7-20Copyright © 2013 Pearson Education
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
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Self-perception theory
● If you want someone to believe or feelsomething, first get them to do it
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7-22Copyright © 2013 Pearson Education
Social Judgment Theory
• We assimilate new information aboutattitude objects 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”
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7-23Copyright © 2013 Pearson Education
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
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7-24Copyright © 2013 Pearson Education
Figure 7.2 Balance Theory
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Watch the ad
How can it change attitude towards girls?
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Attitude models
• We use attitude models to identifyspecificcomponents and combine them to predict
a consumer’s overall attitude toward a
product or brand• Multi-attribute models assume that a
consumers attitude toward an object
depends on the beliefs he has aboutseveral attributes
7-
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7-
The Theory of Reasoned Action (TRA)
• Behavioral intentions -- uncontrollable
factors limit the ability to predict future
• Social pressure -- other people may have
powerful influence in our decision
• Attitude toward buying (Aact) -- attitude
toward the act of buying , not just the
product
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Structure of the TRA
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3. How Do Marketers Change Attitudes?
Reciprocity Scarcity
Authority Consistency
Liking Consensus
(Self-study - Chapter 8, p.388)
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Communication
• The communications model identifiesseveral important components for
marketers when they try to change
consumers’ attitudes toward products andservices.
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Figure 7.4
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Figure 7.4
The Traditional Communications Model
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New method of communication
• The consumer who processes a messageis not necessarily the passive receiver of
information marketers once believed him
or her to be.
Figure 7.5
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g
An Updated Communications Model
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The message
• The way a marketer structures his or hermessage determines how persuasive it will
be.
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Good vs. Bad Messages
Positive Effects Negative Effects
Showing convenience of use Extensive information on
components, ingredients, nutrition
Showing new product/improvedfeatures
Outdoor setting (message getslost)
Casting background (i.e., people
are incidental to message)
Large number of onscreen
characters
Indirect comparison to other
products
Graphic displays
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Good ad
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Boring ads
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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
presented negative attributes• Effective with well-educated and not-yet-
loyal audiences
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Two-sided message
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Comparative Advertising
• Comparative advertising: messagecompares two+ recognizable brands on
specific attributes
•Negative outcomes include source
derogation
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Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
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“Don’t be stupid”
f
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For Reflection
• What are the types of massage appeals inthe ad?
• What benefits were communicated in the
ad?• Is the message implicit or explicit?
Explain.
S k
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Summary remarks
• It’s important to understand the nature andpower of attitudes
• Three components make up an attitude:
beliefs, affect, and behavioral intentions
• We form attitudes in several ways• It’s important to maintain consistency
• Attitude models may help to predict the
attitude toward a product• Several important components of
communication