5 Questions in 2 Hours

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Chapter 7 – Attitudes and Attitude Change

Attitudes and Attitude Change

Attitudes

Relatively enduring overall evaluations of:

Objects

Products

Services

Issues

People

LO 1

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ABC Approach to Attitudes https://www.youtube.com/watch?v=uSFjPIhg3o0

Affect

Behavior

Cognitions

LO 1

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Hierarchy of Effects

Attitude approach that suggests that affect, behavior, and cognitions form in a sequential order

LO 3

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In-class Activities

As far as your concerned, which element of the hierarchy of effects do you believe has the strongest influence over you when you want to buy a smart phone? When you take a special friend out to dinner? When you buy a soft drink? In each case, explain your reasoning

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Attitude change theories and Persuasive Techniques

Elaboration likelihood model

Balance theory approach

Social judgment theory approach

LO 5

https://www.youtube.com/watch?v=1O6qp9aLdyk

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7.5 The Elaboration Likelihood Model

LO 5

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Exhibit

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Elaboration Likelihood Model - Central Cues and Peripheral Cues

Information presented in a message about the product itself, its attributes, or the consequences of its use

Central cues

Nonproduct-related information presented in a message

Peripheral cues

LO 5

https://www.youtube.com/watch?v=VlqUPJ_LCrs

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In-class Activities

Collect an ad that uses rational/emotional appeal. What do you think of the ad? How the ad might affect your attitude? What benefits does the company achieve from this ad?

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Balance Theory

Consumers are motivated to maintain perceived consistency in the relations found in a system

Based on the consistency principle

Consistency principle: Human beings prefer consistency among their beliefs, attitudes, and behaviors

Marketers should carefully monitor any changes that occur in how a target market perceives an endorser

LO 5

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7.6 Balance Theory

LO 5

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Exhibit

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Social Judgment Theory

Consumers compare information to existing attitudes about an object or issue

Attitude change depends upon how consistent the information is with the initial attitude

Marketers should construct messages in a manner that they fall within the targeted customer’s latitude of acceptance

LO 5

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7.7 Social Judgment Theory

LO 5

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Exhibit

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In-class Activities

Create a list of current celebrities whom you feel could effectively endorse your group’s product categories. What specific brands do you feel each could effectively endorse?

Listing celebrities, their characteristics

Brand characteristics

Matchups

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In-class Activities

Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse?

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Basic Communication Model

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Message Effects and Persuasion

Message effects: How the appeal of a message and its construction affect persuasiveness

Advertisers use appeals such as sex, humor, fear, and violence to increase the persuasiveness of an advertisement

Marketers should consider issues such as complexity of the ad, development of comparative ads, and placement of information

https://www.youtube.com/watch?v=axSnW-ygU5g

https://www.youtube.com/watch?v=_cJzTgFPj64

LO 6

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Message Effects - Issues

Fear

Humor

Sex

Violence

LO 6

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Source Effects - Issues

Credibility

Attractiveness

Likeability

Meaningfulness

LO 6

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Key Terms

Attitudes

ABC approach to attitudes

Functional theory of attitudes

Utilitarian function of attitudes

Knowledge function of attitudes

Value-expressive function of attitudes

Ego-defensive function of attitudes

Hierarchy of effects

Attitude-toward-the-object (ATO) model

Compensatory model

Attitude–behavior consistency

Behavioral intentions model

Theory of planned action

KEY TERMS

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Key Terms (continued)

Attitude tracking

Persuasion

Elaboration likelihood model

Central route to persuasion

Central cues

Peripheral route to persuasion

Peripheral cues

Balance theory

Consistency principle

Social judgment theory

Message effects

Source effects

Serial position effect

Primary effect

Recency effect

Matchup hypothesis

KEY TERMS

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Summary

Components of attitude - Affect, behavior, and cognitions

Functions of consumer attitudes are utilitarian, knowledge, value-expressive, and ego-defensive functions

Hierarchy of effects

High involvement, low involvement, experiential, and behavioral influence

Consumer attitude models

ATO and behavioral intentions models

Message and its source can affect persuasion

SUMMARY

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