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Consumer Behavior: Buying, Having, and Being

Twelfth Edition

Chapter 8

Attitudes and Persuasive Communications

Learning Objectives (1 of 3)

8.1 It is important for consumer researchers to understand the nature and power of attitudes.

8.2 Attitudes are more complex than they first appear.

8.3 We form attitudes in several ways.

8.4 A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.

8.5 Attitude models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.

Learning Objectives (2 of 3)

8.6 The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

8.7 The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.

8.8 Several factors influence a message source’s effectiveness.

Learning Objectives (3 of 3)

8.9 The way a marketer structures his or her message determines how persuasive it will be.

8.10 Many modern marketers are reality engineers.

8.11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

Learning Objective 8.1

It is important for consumer researchers to understand the nature and power of attitudes.

The Power of Attitudes

Attitude: a lasting, general evaluation of people, objects, advertisements, or issues

Attitude object (AO): anything toward which one has an attitude

Overall favorable/unfavorable disposition towards an object

Attitudes

Bad	1	2	3	4	5	6	7	Good
Negative	1	2	3	4	5	6	7	Positive
Unfavorable	1	2	3	4	5	6	7	Favorable

Functional Theory of Attitudes

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

Learning Objective 8.2

Attitudes are more complex than they first appear.

Hierarchies of Effects

High-involvement hierarchy-> problem solving

Low-involvement hierarchy-> initially no strong preference

Experiential hierarchy of effects->emotions

Figure 8.1: Three Hierarchies of Effects

I like Dawn dishwashing detergent?

Dawn makes me feel:

Affective component

Strongly dislike 1 2 3 4 5 6 7 8 9

Strongly like

Very unhappy 1 2 3 4 5 6 7 8 9

Very happy

I will buy Dawn dishwashing detergent

I would recommend Dawn to my friends

Behavioral component

Very unlikely 1 2 3 4 5 6 7 8 9

Very likely

Definitely Yes 1 2 3 4 5 6 7 8 9

Definitely No

I am satisfied with Dawn dishwashing detergent

Dawn is a good brand

Cognitive component

Strongly agree 1 2 3 4 5 6 7 8 9

Strongly disagree

Strongly disagree 1 2 3 4 5 6 7 8 9

Strongly agree

Learning Objective 3

We form attitudes in several ways.

Attitude Commitment

Internalization

Highest level: deep-seeded attitudes become part of consumer’s value system

Identification

Mid-level: attitudes formed in order to conform to another person or group

Compliance Lowest level: consumer forms attitude because it gains rewards or avoids punishments

Learning Objective 8.4

A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.

Consistency Principle

We value/seek harmony among thoughts, feelings, and behaviors

We will change components to make them consistent

Relates to the theory of cognitive dissonance – we take action to resolve dissonance when our attitudes and behaviors are inconsistent

Cognitive Dissonance in Marketing

Buyer’s Remorse

If product not as good as hoped, discrepancy between behavior (bought product) and attitude (no good).

To resolve discrepancy, consumer can:

(a) Stop purchasing product, or

(b) Change attitude and decide product is fine (focus on positives, minimize negatives, etc.)

How can managers make (b) happen instead of (a)?

Send “congratulatory” mailings

Include promotional materials in the package

Continued advertising

8-20

How Do Marketers Change Attitudes?

Reciprocity

Scarcity

Authority

Consistency

Liking

Consensus

Persuasion: involves an active attempt to change attitudes.

Reciprocity

We try to repay, in kind, what has been given to us.

Examples

Free samples in supermarkets

Free address labels with solicitations

Compliance with surveys

Tips in restaurants

Solicitations for donations

Who do we like?

Our friends

Tupperware parties

“John suggested I call you.”

Those who like us (or who seem to)…

…even when we know they’re flattering us.

Attractive people

Halo effect

Automatically assign favorable traits such as: talent, kindness, honesty, intelligence to attractive people

Liking

People who are like us (similarity)

Similar names (Garner, 2005)

Participants reported greater liking for the person, and expressed more willingness to comply with a request for help than control participants did. Questionnaire return rates indicated that both undergraduates and college professors completed and returned questionnaires more frequently if the name on the cover letter was similar to their own.

“You’re from Boston? I’m from Boston!” – car salesmen

Dress like us

Familiar objects

Liking

Scarcity

Scarce items tend to be perceived as more valuable.

Why?

Valuable objects are rare… so rare objects are valuable?

Limit production (accidentally or purposefully)

Limit distribution

“We might be all out of that…”

“Limited time!” “Limited engagement!”

Close out sales; Black Friday sales

e.g. Toy sales

Increasing perceptions of scarcity

Learning Objective 8.6

The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

An Updated View: Interactive Communications

Figure 8.4 The Traditional Communications Model

Learning Objective 8.7

The consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her to be.

Figure 8.5 Updated Communications Model

New Message Formats (1 of 2)

M-commerce - marketers promote goods and services via wireless devices.

New social media platforms:

Blogs and video blogs

Podcasts

Twitter

Virtual worlds

Widgets

Learning Objective 8.8

Several factors influence the effectiveness of a message source.

The Source

Source credibility

Disclaimers

Sleeper effect

Native advertising

Source attractiveness

Shared endorsements

Halo effect

Spokecharacters

Source Attractiveness

Attractiveness does not just mean physical appearance

Sources can be also attractive if they are likeable (Wendy’s Dave Thomas), familiar (a well known infomercial host), or high in social status (celebrities and professional athletes)

Sources can also be attractive because they are similar to us and we feel that we can relate to them

Japander?

2-34

Learning Objective 8.9

The way a marketer structures his or her message determines how persuasive it will be.

Decisions to Make About the Message

Should we use pictures or words?

How often should message be repeated?

Should it draw an explicit conclusion?

Should it show both sides of argument?

Should it explicitly compare product to competitors?

Should it arouse emotions?

Should it be concrete or based on imagery?

The Message

Characteristics of good and Bad Messages

Positive effects	Negative effects
Showing convenience of use	Extensive information on components, ingredients, or nutrition
Showing new product or improved features	Outdoor setting (message gets lost)
Casting background (i.e., people are incidental to message)	Large number of on-screen characters
Indirect comparison to other products	Graphic displays

Source: Adapted from David W. Stewart and David H. Furse, “The Effects of Television Advertising Execution on Recall, Comprehension, and Persuasion,” Psychology & Marketing 2 (Fall 1985): 135–60. Copyright © 1985 by John Wiley & Sons, Inc. Reprinted by permission.

Repeating the Message

Figure 8.6 Two -Factor Theory of Message Repetition

How Do We Structure Arguments?

One-sided: supportive arguments

Two-sided: both positive and negative information

Refutational argument: negative issue is raised, then dismissed

Positive attributes should refute presented negative attributes

Effective with well-educated and not-yet-loyal audiences

One vs. two sided

McGuire’s innoculation theory

Comparative Advertising

Comparative advertising: message compares two+ recognizable brands on specific attributes.

“Unlike McDonalds, all of Arby's chicken sandwiches are made with 100% all-natural chicken”

Negative outcomes include source derogation

Comparative ad

Works best when not the market leader

Grabs attention, but negative attitudes towards format

Need high involvement to process

Print better

Partial comparative tricky

Mac vs PC

8-43

Types of Message Appeals

Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals

Learning Objective 8.11

Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.

ELM

Figure 8.7 The Elaboration Likelihood Model (ELM) of Persuasion

The elaboration likelihood model, known as the ELM, assumes that under conditions of high involvement, we will take the central route to persuasion, but under conditions of low involvement, we will take a peripheral route. The central route is focused on the consumer’s cognitive response to the message. The peripheral route focuses on other cues to decide how to react to the message.

Chapter Summary (1 of 3)

Attitudes are very powerful, and they are formed in several ways.

People try to maintain consistency among their attitudinal components and their attitudes and behaviors.

The communications model includes several important components which can be influenced by marketers to enhance the persuasiveness of the message.

Chapter Summary (2 of 3)

The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.

The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.

Chapter Summary (3 of 3)

Several factors influence a message source’s effectiveness.

The way a marketer structures his message determines how persuasive it will be.

Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.