writing journals

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Chapter 5

Attitudes Based on High Consumer Effort

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Learning Objectives

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

2. Describe some of the methods for using the communication source and the message to favorably influence consumers’ attitudes in high- effort situations

3. Identify the emotional foundations of attitudes when consumers' processing effort is high

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Learning Objectives (continued)

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

5. Outline the three main factors that lead to a positive overall consumer attitude toward an advertisement

6. Discuss the various elements that can affect whether a consumer’s attitudes will influence his or her behavior

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Attitudes

Relatively global and enduring evaluation of an object, issue, person, or action Influences thoughts, feelings, and behavior – Cognitive function – Affective function – Connative function

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Characteristics of Attitudes

Favorability Accessibility Confidence

Persistence Resistance Ambivalence

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Exhibit 5.1 - Approaches to Attitude Formation and Change

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Cognitive Foundations of Attitudes

Direct or imagined experience Reasoning by analogy or category Values-driven attitudes Social identity-based attitude generation Analytic processes of attitude construction

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Cognitive Responses to Communication

Cognitive response: Thought individuals have in response to a communication − Counterargument (CA): Thought that

disagrees with the message − Support arguments (SA): Thought that agrees

with the message − Source derogations (SD): Thought that

discounts or attacks the source of the message

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Expectancy-Value Models

Explain how consumer attitudes form and change based on: – Beliefs or knowledge about an object or action – Evaluations of these particular beliefs

Theory of reasoned action (TORA): Model that provides an explanation of how, when, and why attitudes predict behavior – Normative influences play a significant role in

how people behave

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Components of the TORA Model

Behavior (B): What one does Behavioral intention (BI): What one intends to do – Determined by:

• Attitude toward the act (Aact): How one feels about doing something

• Subjective norms (SN): How others feel about another person doing something

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Marketing Implications on Changing Consumer Attitudes

Strategies for changing attitudes, intentions, and behavior – Changing beliefs – Changing evaluations – Adding a new belief – Encouraging attitude formation based on

imagined experience – Targeting normative beliefs

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• Source credibility - Trustworthiness, expertise, and status • Company reputation • Sleeper effect: Consumers forget the source of a

message faster than the message

Communication source

• Strong argument: Features the central merits of an offering in a convincing manner

• One-sided messages: Only positive information • Two-sided messages: Positive and negative information • Comparative message: Direct comparisons with

competitors

Message

How Cognitively Based Attitudes Are Influenced

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Affective (Emotional) Foundations of Attitudes

High affective involvement leads to emotional engagement with a stimulus Affective response: Generation of feelings and images in response to a message Emotional appeal: Message designed to elicit an emotional response

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How Affectively Based Attitudes Are Influenced

Source – Attractiveness: Evokes favorable attitudes if a

source is physically attractive, likable, familiar, or similar to the consumer

– Match-up hypothesis: Idea that the source must match the product or service

Message – Emotional appeals - Elicit emotions that

attract consumers

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How Affectively Based Attitudes Are Influenced (continued) – Emotional contagion: Message designed to

induce consumers to vicariously experience an emotion

– Fear appeals: Stress negative consequences • Terror management theory (TMT): Deals with

how individuals cope with threat of death by defending their worldview of values and beliefs

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Attitude Toward the Ad (Aad)

Whether the consumer likes or dislikes an ad Dimensions – Utilitarian (functional): When an ad provides

information – Hedonic: When an ad creates positive or

negative feelings

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What Do Attitudes Predict Behavior Factors

Level of involvement or elaboration

Knowledge and experience

Analysis of reasons

Accessibility of attitudes

Attitude confidence

Specificity of attitudes

Attitude-behavior relationship over time

Emotional attachment

Situational factors

Normative factors

Personality variables