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Chapter 5
Attitudes Based on
High Consumer Effort
© 2013 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~ Ch. 5
1. Discuss how marketers can apply various cognitive
models to understand and influence consumers’
attitudes based on high-effort thought processes.
2. Describe some of the methods for using the
communication source and the message to favorably
influence consumers’ attitudes.
3. Explain how and why a company might try to change
consumers’ attitudes by influencing their feelings.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Are Attitudes?
Importance of attitudes—functions:
− Cognitive
− Affective
− Connative
Characteristics of attitudes
− Favorability
− Accessibility
− Confidence
− Persistence
− Resistance
− Ambivalence
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Forming/Changing Attitudes
Foundations
Influence of consumer
attitudes
− Cognitions
− Cognitive
− Emotions
− Affect-based
Role of effort
What is the difference
− Elaboration
between attitude &
− Processing routes
affect?
• Central route to persuasion
• Peripheral route to persuasion
Can you think of an example of
when each route applies?
© 2013 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
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
© 2013 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 Foundation Models
Cognitive Response Model
− Counterarguments
− Support arguments
− Source derogations
Expectancy-Value Models
− Theory of Reasoned Action
− Attitude specificity
− Normative influences
© 2013 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 TORA Model
Behavior—A function of behavioral intention,
determined by:
– Attitude toward act
– Behavioral intentions
– Subjective norms
© 2013 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
(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?
© 2013 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
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
© 2013 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
Communication source
− Source credibility
− Company reputation
− Sleeper effect (e.g., in political advertising)
Message
− Argument quality
− One- versus two-sided
− Comparative
© 2013 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
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?
© 2013 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
– Match-up hypothesis
Message
– Emotional appeals
– Fear appeals
• Terror Management Theory (TMT)
Can you name a context where TMT applies?
© 2013 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
Dimensions
– Utilitarian (functional)
– Hedonic
– Interest
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.