BA 492

Attitude

A Quiz

Name How is attitude defined ABC: Name two

Attitude

Attitude is an overall lasting evaluation

Consumer Intentions

Distance Education:

TOP 2 Box

TOP Box

Central Oregon 79 33

Chemeketa 44 18

PCC-Sylva. 115 48

SWOCC 7 2

TOTAL PROJECTION 245 101

Intentions? Expectations?Distance Education

TOP 2 Box TOP Box 2 years *.6 Grades

*.7"Schedule

" *.7

Central Oregon 79 33 19.6 13 9

Chemeketa 44 18 11. 7 5

PCC-Sylva. 115 48 28 20 14

SWOCC 7 2 1 1 0.7

TOTAL PROJECTION 245 101 61. 43 30

Market Potential 245

High Estimate 45

Likely 35

Low Estimate 25

Attitude Functions: Why Attitudes?Future Orientation

Utilitarian: reward and punishment, pleasure or pain

Value-Expressive: What does it say about me?

Ego-Defensive: Protect feelings about myself

Knowledge: Need for order, structure, or meaning.

Components of Attitude:“High Involvement Hierarchy of

Effects”

Cognitive“Beliefs”

Affective“Feelings”

Behavior/“Conation”

Components of Attitude:“Low Involvement Hierarchy of

Effects”Affective

“Feelings”Cognitive“Beliefs”

Conative“Behavior”

Components of Attitude:“Hedonic Hierarchy of Effects”

Affective“Feelings”

Conative“Behavior”

Cognitive“Beliefs”

Forming Attitudes: Not All Attitudes Are Equal

Compliance Identification Internalization

Consistency Principle

Cognitive Dissonance Self-Perception Theory: Our own

behavior informs us about attitudes– Foot in the door and door in the face

Social Judgment Theory: latitudes of acceptance and rejection– Reactions: assimilation and contrast

Balance Theory

Attitude Models

Fishbein: multi-attribute attitude model– Beliefs and Evaluation

Example

Extended Fishbein– attitude toward buying– social pressure– intentions vs. behavior

Trying to Consume: personal control, evaluations of consequences, etc.

Attitude Change:Persuasion

Winter 2007

Behavior Modification

Scarcity: more attractive when less available

Authority: Importance of messenger Reciprocity Consistency: how often have we seen

this one? Liking Consensus: what are the others doing?

Communications Model

Encoding Transmission Decoding

Noise

Source Message Medium Receiver Feedback

Nature of the Audience

Are we information “catchers” or “seekers?”

How do we view the “media?”– Uses and gratifications theory: active users

of the media for information, diversion, entertainment, play, self-affirmation, and etc.

– In this way media competes with…

Source Credibility

Affective Component Cognitive Component Investment Fraud

Naïve Investor

I: How would you judge expertise? R: I just can’t really answer that, I don’t

know. In my case I would just judge him more on conversations with them on other subjects.

Naïve Investor

“It is nice to deal with somebody that you click with in that regard (religion)”

One fellow, he is young, my age, and we have a real good relationship. I’ve known him for a couple of years and we play golf together. He calls me when he has something that’s hot”

Sophisticated Investor

“I would choose an advisor who had a great deal of expertise. I could make up for an inability to explain. I would be able to understand the material

Other Source Issues

Sleeper effect: What of the annoying spokesperson?– Dissociative cue hypothesis: message and source

lose connection– Availability-valence hypothesis: message is more

relevant

Source Attractiveness– Beautiful is good– Celebrity

The Message

Word or Pictures (framing) One-versus two-sided arguments Humor: Blockbuster Mouse Fear Allegory: Federline for Nationwide, or

GM Robot Arm

Elaboration Likelihood Model

Central Route Peripheral Route

Motivationto Elaborate

Ability toElaborate

Amountof Elaboration

CentralRoute

PeripheralRoute

Persuasion:MessageArguments

Persuasion:PeripheralCues