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Chapter 7 Attitudes and Attitude Change
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.2
Learning Outcomes
• Define attitudes and describe attitude components
• Describe the functions of attitudes• Understand how the hierarchy of effects
concept applies to attitude theory
© 2014 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 Outcomes
• Comprehend the major consumer attitude models
• Describe attitude change theories and their role in persuasion
• Understand how message and source effects influence persuasion
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Attitudes and its Components
• Attitude - Relatively enduring overall evaluations of objects, products, services, issues, or people
• Components - ABC approach to attitudes – Affect– Behavior– Cognition
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Functions of Attitude
• Functional theory of attitudes - Attitudes perform four functions– Utilitarian function– Knowledge function– Value-expressive function– Ego-defensive function
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Hierarchy of Effects
• High-involvement hierarchy – Occurs when a consumer faces a high involvement
decision or addresses a significant problem• Low-involvement hierarchy – Consumers have some basic beliefs about
products without necessarily having strong feelings toward them
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Hierarchy of Effects
• Experiential hierarchy– Purchases are motivated by feelings
• Behavioral influence hierarchy– Some behaviors occur without either beliefs or
affect being strongly formed beforehand
© 2014 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-Object (ATO) Model
• The ATO Model - Fishbein model– Proposes that three key elements be assessed to
understand and predict consumer behavior• Consumer beliefs about salient attributes• Strength of the consumer belief• Evaluation of the attribute
• ATO formula
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Implications of the ATO Approach
• Attitude research is most often performed on entire market segments
• Important for managers to know if consumers believe that complexes offer relevant attributes
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Attitude–behavior Consistency
• Researchers are very interested in how attitudes are formed
• Refers to the extent to which a strong relationship exists between attitudes and actual behavior
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Factors That Weaken Attitude-Behavior Relationship
• Length of time between attitude measurement and overt behavior
• Specificity with which attitudes are measured • Strong environmental pressures • Impulse-buying situations
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Alternative Approaches to Attitude
• Theory of planned action– Expands upon the behavioral intentions model by
including a perceived control component
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Expanding the Attitude Object
• Attitude toward the advertisement– Positive relationship exists between a consumer’s
attitude toward an advertisement and his or her attitude toward a particular product
• Attitude toward the company– What consumers know or believe about a
company can influence the attitude they have toward its product
© 2014 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 Tracking
• Extent to which a company actively monitors its customers’ attitudes over time
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Persuasion
• Refers to specific attempts to change attitudes• Persuasive techniques– ATO approach– Behavioral influence approach– Changing schema-based affect– Elaboration likelihood model– Balance theory approach– Social judgment theory approach
© 2014 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-Object Approach
• Changing beliefs • Adding beliefs about new attributes • Changing evaluations
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Behavioral Influence Approach
• Directly changing behaviors without first attempting to change either beliefs or feelings
• Behavior change can precede belief and attitude change
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Changing Schema-Based Affect
• Schema-based affect refers to the idea that schemas contain affective and emotional meanings
• If the affect found in a schema can be changed, then:– The attitude toward a brand or product will
change as well
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Message and Source Effects
• Message effects - Describe how the appeal of a message and its construction affect persuasion
• Source effects - Refer to the characteristics of the person or character delivering a message that influence persuasion
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Message Appeal
• Appeals impact the persuasiveness of an advertisement– Sex appeals– Humor appeals– Fear appeals– Violence appeals
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Message Construction
• The way a message is constructed also impacts its persuasiveness– Conclusion presentation– Comparative strategy– Placement of information• Serial position effect• Primary effect• Recency effect
– Message complexity
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Source Effects
• Credibility– Expertise– Trustworthiness
• Attractiveness• Likeability• Meaningfulness– Match-up hypothesis - Source feature is most
effective when it is matched with relevant products
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