chapter 7 - attitudes and persuation.pdf

7/23/2019 Chapter 7 - Attitudes and Persuation.pdf

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Chapter 7Attitudes and

Persuasion

7-1Copyright © 2013 Pearson Education

CONSUMER

BEHAVIOR, 10eMichael R. Solomon



Contents

1. The nature and power of attitudes2. How are attitudes created

3. How do marketers change attitudes



1. The Power of Attitudes

• Attitudes: opinions or feelings about

people, objects, advertisements, or issues

• Attitude object (AO

): anything toward

which one has an attitude



Consumers have attitudes toward a widerange of attitude objects,

- from very product-specific behaviors (e.g.,

you use Crest toothpaste rather thanColgate)

- to more general, consumption-related

behaviors (e.g., how often you should

brush your teeth)




Functional Theory of Attitudes

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UTILITARIAN

FUNCTION

Relates to rewards

and punishments

VALUE-EXPRESSIVE

FUNCTION

Expresses consumer’s

values or self-concept

EGO-DEFENSIVE

FUNCTION

Protect ourselves from

external threats

or internal feelings

KNOWLEDGE

FUNCTION

Need for order, structure,

or meaning

How attitudes facilitate behaviour?



What are the functions?




For Reflection

Imagine that you work for the marketingdepartment of your college or university

and have segmented students into four

different clusters, each representing one ofthe four functions identified by Katz.

Develop a marketing strategy based on

each of the four functions to motivatestudents to stay in school and complete

their degrees.



The ABC Model of Attitudes

Cognition Affect Behaviour



The hierarchies of effects

• Attitudes are more complex than they firstappear.

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Problem-

solvingprocess.

Bases on

good or bad

experiences

An

emotional

response.

https://www.youtube.com/watch?v=bnK1AVgw4FU

https://www.youtube.com/watch?v=bnK1AVgw4FU



Reflection

•Share a decision you made following thethree learning hierarchies:

• Think Feel Do

• Think Do Feel

• Feel Do Think

•Which one has effect on the situation of:

• Purchasing clothes

• Purchasing mobile phones?

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2. How do we form attitudes?



Attitude Commitment

COMPLIANCELowest level: consumer forms attitude because

it gains rewards or avoids punishments

IDENTIFICATION

Mid-level: attitudes formed in order to conform

to another person or group

INTERNALIZATION

Highest level: deep-seated attitudes become

part of consumer’s value system



For Reflection

• Share a commitment you’ve made at eachof the three levels of commitment:

• Internalization

• Identification

• Compliance

• Can you feel the variations in commitment

for the three types? Explain.




The consistency principles

A need to maintain consistency among all ofour attitudinal components often motivates

us to alter one or more of them

• We value/seek harmony among thoughts,

feelings, and behaviors

• We will change components to make themconsistent



Theory of cognitive dissonance

• Relates to the theory of cognitivedissonance – we take action to resolve

dissonance when our attitudes and

behaviors are inconsistent"I know smoking cigarettes causes cancer" and "I

smoke cigarettes”

2 elements: cognitive and behavior aredissonant feeling of discomfort reduce

dissonance by eliminating, adding, or changing

elements.




Theory of Cognitive Dissonance



Theory of Cognitive Dissonance

Cognitive

Dissonance



Reflection

• What are your attitudes toward classstarting at 6.30am?

• What are your behaviours?

7-




Self-Perception Theory

DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he refuses), then asked

to do something smaller.

LOW-BALL TECHNIQUE

Person is asked for a small favor and is informed after agreeing to it that it will

be very costly.

FOOT-IN-THE-DOOR TECHNIQUE

Consumer is more likely to comply with a request if he has first agreed to

comply with a smaller request



Self-perception theory

● If you want someone to believe or feelsomething, first get them to do it




Social Judgment Theory

• We assimilate new information aboutattitude objects in light of what we already

know/feel

• Initial attitude = frame of reference• Latitudes of acceptance and rejection

• Assimilation effects

• Contrast effects• Example: “Choosy mothers choose Jif

Peanut Butter”




Balance Theory

• Considers how a person might perceiverelations among different attitude objects

and how he might alter attitudes to

maintain consistency• Triad attitude structures:

• Person

• Perception of attitude object

• Perception of other person/object




Figure 7.2 Balance Theory



Watch the ad

How can it change attitude towards girls?

http://youtube.com/v/1e8xgF0JtVg



Attitude models

• We use attitude models to identifyspecificcomponents and combine them to predict

a consumer’s overall attitude toward a

product or brand• Multi-attribute models assume that a

consumers attitude toward an object

depends on the beliefs he has aboutseveral attributes

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The Theory of Reasoned Action (TRA)

• Behavioral intentions -- uncontrollable

factors limit the ability to predict future

• Social pressure -- other people may have

powerful influence in our decision

• Attitude toward buying (Aact) -- attitude

toward the act of buying , not just the

product



Structure of the TRA



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3. How Do Marketers Change Attitudes?

Reciprocity Scarcity

Authority Consistency

Liking Consensus

(Self-study - Chapter 8, p.388)



Communication

• The communications model identifiesseveral important components for

marketers when they try to change

consumers’ attitudes toward products andservices.

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Figure 7.4



7-

Figure 7.4

The Traditional Communications Model



New method of communication

• The consumer who processes a messageis not necessarily the passive receiver of

information marketers once believed him

or her to be.

Figure 7.5



g

An Updated Communications Model



The message

• The way a marketer structures his or hermessage determines how persuasive it will

be.

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7-

Good vs. Bad Messages

Positive Effects Negative Effects

Showing convenience of use Extensive information on

components, ingredients, nutrition

Showing new product/improvedfeatures

Outdoor setting (message getslost)

Casting background (i.e., people

are incidental to message)

Large number of onscreen

characters

Indirect comparison to other

products

Graphic displays



Good ad



Boring ads



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How Do We Structure Arguments?

• One-sided : supportive arguments• Two-sided : both positive and negative

information

• Refutational argument: negative issue israised, then dismissed

• Positive attributes should refute

presented negative attributes• Effective with well-educated and not-yet-

loyal audiences



Two-sided message



Comparative Advertising

• Comparative advertising: messagecompares two+ recognizable brands on

specific attributes

•Negative outcomes include source

derogation



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Types of Message Appeals

Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals



“Don’t be stupid”

f



For Reflection

• What are the types of massage appeals inthe ad?

• What benefits were communicated in the

ad?• Is the message implicit or explicit?

Explain.

S k



Summary remarks

• It’s important to understand the nature andpower of attitudes

• Three components make up an attitude:

beliefs, affect, and behavioral intentions

• We form attitudes in several ways• It’s important to maintain consistency

• Attitude models may help to predict the

attitude toward a product• Several important components of

communication

chapter 7 - attitudes and persuation.pdf

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