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CH011.pptm
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
CHAPTER
11
Attitudes
and Influencing Attitudes
1
11-2
PART III: INTERNAL INFLUENCES
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| Define attitude and its role in consumer behavior |
| Summarize the three components of attitudes |
| Discuss attitude change strategies associated with each attitude component |
| Describe the elaboration likelihood model of persuasion |
| Describe the role of message source, appeal, and structure on attitudes |
| Discuss segmentation and product development applications of attitudes |
Learning Objectives
L06
L05
L01
L04
L03
L02
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
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Attitudes and Influencing Attitudes
McGraw-Hill Companies, Inc./Gary He, Photographer
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Attitude Components and Manifestations
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Attitudes and Influencing Attitudes
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SAM (Self-Assessment Mannequin)
P
Emotion
Dimension
A
D
P=Pleasure; A=Arousal; D=Dominance
Copyright 2000 AdSAM Marketing LLC.
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Attitudes and Influencing Attitudes
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Attitude Component Consistency
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Attitude Components
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Factors that may account for inconsistencies:
Lack of Need
Lack of Ability
Failure to Consider Relative Attitudes
Attitude Ambivalence
Weakly Held Beliefs and Affect
Failure to Consider Interpersonal Influence
Attitude Component Consistency
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Attitude Components
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Change the Cognitive Component
Change the Affective Component
Change the Behavioral Component
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Attitude Change Strategies
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ELM Model
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Individual and Situational Characteristics that Influence Attitude Change
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Core Tenants of ELM: Part I
Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be
stronger
more resistant to counter-persuasion attempts
more accessible from memory, and
more predictive of behaviors
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Individual and Situational Characteristics that Influence Attitude Change
11
Core Tenants of ELM: Part II
Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT
Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT
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Individual and Situational Characteristics that Influence Attitude Change
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BUT there are caveats and exceptions relating to cue relevance and competitive situation.
Cue Relevance - What is a PC/CC?
Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo.
In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.
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Individual and Situational Characteristics that Influence Attitude Change
13
Competitive Situation - PCs can influence persuasion under HIGH INVOLVEMENT in competitive situations when:
Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker).
Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.
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Individual and Situational Characteristics that Influence Attitude Change
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Consumer Resistance to Persuasion
Consumers are not passive to persuasion attempts
Consumers are often skeptical (an individual characteristic) and resist persuasion
Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.
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Individual and Situational Characteristics that Influence Attitude Change
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Resisting Brand Attacks:
Discrediting
Discounting
Containment
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Individual and Situational Characteristics that Influence Attitude Change
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Three types of communication characteristics:
Source Characteristics
Represents “who” delivers the message
Appeal Characteristics
Represents “how” the message is communicated
Message Structure Characteristics
Represents “how” the message is presented
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Communication Characteristics that Influence Attitude Formation and Change
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Source Credibility
Persuasion is easier when the target market views the message source as highly credible
Celebrity Sources
Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
Sponsorship
Sponsorships often work in much the same manner as using a celebrity endorser
Source Characteristics
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Communication Characteristics that Influence Attitude Formation and Change
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The following Video Clip demonstrates how Breathe Right uses celebrity sources.
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Video Application
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Source Characteristics
Billboard Ad Showing Celebrity Endorsement
Celebrity sources widely used.
Effectiveness enhanced when marketers match:
image of the celebrity with
personality of the product with
actual or desired self-concept of the target market.
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Communication Characteristics that Influence Attitude Formation and Change
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Matching Endorser with Product and Target Audience
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Communication Characteristics that Influence Attitude Formation and Change
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Fear Appeals
Humorous Appeals
Comparative Ads
Emotional Appeals
Value-Expressive versus Utilitarian Appeals
Appeal Characteristics
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Communication Characteristics that Influence Attitude Formation and Change
YouTube Spotlight
T-Mobile Comparative Ad
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Appeal Characteristics
Value-expressive versus Utilitarian appeals
Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market.
Most effective for functional products
Value-expressive appeals attempt to build a personality for the product or create an image of the product user.
Most effective for products designed to enhance self-image or provide other intangible benefits
*
*
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Communication Characteristics that Influence Attitude Formation and Change
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One-Sided versus Two-Sided Messages
Positive versus Negative Framing
Nonverbal Components
Message Structure Characteristics
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Communication Characteristics that Influence Attitude Formation and Change
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Message Structure Characteristics
Positive versus Negative Framing
Attribute Framing
Only a single attribute is the focus of the frame.
For example, describing beef as either
80% fat free (positive
frame)
or
20% fat (negative frame)
Goal Framing
Message stresses either positive aspect of performing an act or negative aspects of not performing the act.
For example, having a yearly mammogram
Benefits of having mammogram
emphasized (positive frame)
Risks of not having mammogram
emphasized (negative)
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Communication Characteristics that Influence Attitude Formation and Change
26
Message Structure Characteristics
Nonverbal Components
Nonverbal components can influence attitudes through affect, cognition, or both.
Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include:
pictures
music
surrealism
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Communication Characteristics that Influence Attitude Formation and Change
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