Final Project
Futebolamo
MAR3503CH5.pptxChapter 5
Attitudes Based on High Effort
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives
Discuss how marketers can apply various cognitive models to understand consumers’ attitudes based on high-effort thought processes
Describe some of the methods for using the communication source and the message to favorably influence consumers’ attitudes in high-effort situations
Identify the emotional foundations of attitudes when consumers' processing effort is high
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives (continued)
Explain how and why a company might try to change consumers’ attitudes by influencing their feelings
Outline the three main factors that lead to a positive overall consumer attitude toward an advertisement
Discuss the various elements that can affect whether a consumer’s attitudes will influence his or her behavior
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Attitude
Relatively global and enduring evaluation of an object, issue, person, or action
Influences thoughts, feelings, and behavior
Cognitive function
Affective function
Connative function
What is your attitude about: Cell phones, outsourcing customer service, Tom Cruise, and tennis?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Characteristics of Attitudes
Favorability
Accessibility
Confidence
Persistence
Resistance
Ambivalence
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Exhibit 5.1 - Approaches to Attitude Formation and Change
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 5.4 - Theory of Reasoned Action (TORA)
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Theory of Planned Behavior
Extension of the TORA model
Predicts behaviors over which consumers perceive they have control
What are the key differences between TORA and theory of planned behavior?
Which theory do you prefer and why?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
How Cognitively Based Attitudes Are Influenced
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
What is an example of a current brand using an emotional appeal in advertising?
Are certain industries more prone to benefit from emotional appeals in their advertising and marketing communications?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
Can you name a context where TMT applies?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
When 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 |
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
