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Chapter 5
Attitudes Based
on High Consumer Effort
Learning Objectives~ Ch.5
Discuss how marketers can apply various cognitive
models to understand & influence consumers’
attitudes based on high-effort thought processes.
Describe some of the methods for using the
communication source & the message to favorably
influence consumers’ attitudes.
Explain how & why a company might try to change
consumers’ attitudes by influencing their feelings.
Attitude
“…an overall evaluation that expresses how much we
like or dislike an object, issue, person, or action.”
What is your attitude about:
Cell phones?
Outsourcing customer service?
Tom Cruise?
Tennis?
What Are Attitudes?
Importance of attitudes—functions:
- Cognitive
- Affective
- Connative
Characteristics of attitudes
- Favorability
- Accessibility
- Confidence
- Persistence
- Resistance
- Ambivalence
Forming/Changing Attitudes
Foundations
- Cognitions
- Emotions
Role of effort
- Elaboration
- Processing routes
• Central route to
persuasion
• Peripheral route to
persuasion
• Can you think of an
example of when
each route applies?
Influence of consumer
attitudes
- Cognitive
- Affect-based
– What is the
difference between
attitude & affect?
Approaches to Attitude
Formation/Change
Cognitive Foundations
of Attitudes
You are in control of your attitude
Marketers may give you information that may base
your attitude change (persuasion)
Direct or imagined experience
Reasoning by analogy or category
Values-driven attitudes
Social identity-based attitude generation
Analytical processes of attitude formation
Cognitive Foundation Models
Cognitive Response Model
- Counterarguments
- Support arguments
- Source derogations
Expectancy-Value Models
- Theory of Reasoned Action
- Attitude specificity
- Normative influences
Theory of Reasoned Action
(TORA)
Components of TORA Model
Behavior—A function of behavioral intention,
determined by:
– Attitude Toward Act
– Behavioral Intentions
– Subjective Norms
Theory of Planned Behavior
(TPB)
Adds dimension of consumers’ perceived control
You control & plan your behavior in many contexts
May assume the consumer is rational
Perfect versus imperfect information in the marketplace
One limitation may be the TPB does not place
emphasis on consumer emotions
What are the key differences between TORA &
TPB?
Which theory do you prefer & why?
Changing
Consumer Attitudes
Persuasion is related to attitude change
There is resistance to change
Market resistance is resisting the marketplace
Diagnosing existing attitudes
Devising strategies for change
- Change beliefs
- Change evaluations
- Add a new belief
- Target normative beliefs
How Cognitively Based
Attitudes Are Influenced
Communication source
- Source credibility
- Company reputation
- Sleeper effect (e.g., in
political advertising)
Message
- Argument quality
- One- versus two-sided
- Comparative
Affective (Emotional)
Foundations of Attitudes
Affective involvement
Affective responses
Emotional appeals
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 & marketing communications?
How Affectively Based
Attitudes Are Influenced
Source
– Attractiveness
– Match-up hypothesis
Message
– Emotional appeals
– Fear appeals
• Terror Management Theory (TMT)
• Can you name a context where TMT
applies?
Attitude Toward the Ad
Dimensions
– Utilitarian (functional)
– Hedonic
– Interest
Factors Impacting
Consumer Attitude
Level of Involvement/
elaboration
Knowledge & experience
Analysis of reasons
Accessibility of attitudes
Attitude confidence
Specificity of attitudes
Attitude-behavior
relationship
Situational factors
Normative factors
Personality variables
This Hartz ad is
attempting to change
consumers’ beliefs that
only a veterinarian can
provide effective flea
treatment. Hartz
presents their product
as a safe, effective,
more convenient, & less
expensive solution to a
pet’s flea problem.
Courtesy Hartz Mountain
Questions?