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8/4/2019 Consumer Attitude Formation & Change Lecture 5
http://slidepdf.com/reader/full/consumer-attitude-formation-change-lecture-5 1/25
Consumer Attitude Formation
& Change
Lecture 5
8/4/2019 Consumer Attitude Formation & Change Lecture 5
http://slidepdf.com/reader/full/consumer-attitude-formation-change-lecture-5 2/25
An attitudeattitude is an enduring organization
of motivational, emotional,
perceptual, and cognitive processes
with respect to some aspect of our
environment.
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Attitude
The attitude has an object
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Attitude ComponentsAttitude Components &&
ManifestationsManifestations
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Attitude Component ConsistencyAttitude Component Consistency
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Multi-attribute Attitude Models
The attitude-toward-object model
± Attitude is function of evaluation of product-specific beliefs and evaluations
The attitude-toward-behavior model
± Is the attitude toward behaving or acting withrespect to an object, rather than the attitudetoward the object itself
Theory-of-reasoned-action model
± A comprehensive, integrative model of attitudes
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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A Simplified Version of the Theory of Reasoned
Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation of
the
outcomes
Beliefs that
specific
referents
think I should
or should not
perform the
behavior
Motivation
to comply
with the
specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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AttitudeAttitude--TowardToward--thethe--Ad ModelAd Model
A model that proposes that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an
advertisement, which, in turn, affect the
consumers attitude toward the ad and attitude
toward the brand.
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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A Conception of the Relationship among Elements
in an Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Beliefs about the
Brand
Attitude toward
the Brand
Attitude toward
the Ad
Feelings from the
Ad (Affect)
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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ELMELM
ModelModel
Individual and Situational CharacteristicsIndividual and Situational Characteristics
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Core Tenants of ELMCore Tenants of ELM
Compared to attitudes formed under the
peripheral route, attitudes formed under the
central route tend to be
stronger
more resistant to counter-persuasion attempts
more accessible from memory, and
more predictive of behaviors
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Core Tenants of ELMCore Tenants of ELM
Peripheral Cues (PCs) influence persuasion under
LOW INVOLVEMENT but not HIGH INVOLVEMENT
Central Cues (CCs) influence persuasion under
HIGH INVOLVEMENT but not LOW INVOLVEMENT
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product With an AdmiredGroup or Event
Resolving Two Conflicting Attitudes
Altering Components of the MultiattributeModel
Changing Beliefs About Competitors Brands
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Basic Functions of Attitudes
The Utilitarian Function
The Ego-defensive Function
The Value-expressive Function
The Knowledge Function
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Why Might Behavior Precede Attitude
Formation?
� Cognitive Dissonance
Theory� Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Attribution Theory
A theory concerned with how people assign casualty to events and form or alter their
attitudes as an outcome of assessing their
own or other peoples behavior.
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Self Perception Theory
A theory that suggests that consumers developattitudes by reflecting on their own behavior.
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Defensive Attribution
A theory that suggests consumers are likely to
accept credit for successful outcomes (internal
attribution) and to blame other persons or
products for failure (external attribution).
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Criteria for Causal Attributions
Distinctiveness
Consistency Over Time Consistency Over Modality
Consensus
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Three types of communicationThree types of communication
characteristicscharacteristics
1.1. Source CharacteristicsSource Characteristics
Represents who delivers the message
2.2. Appeal CharacteristicsAppeal Characteristics
Represents how the message is communicated
3.3. Message Structure CharacteristicsMessage Structure Characteristics
Represents how the message is presented
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Matching Endorser with Product and TargetMatching Endorser with Product and TargetAudienceAudience
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Appeal Characteristics
1.1. Fear AppealsFear Appeals
2.2. Humorous AppealsHumorous Appeals
3.3. Comparative AdsComparative Ads
4.4. Emotional AppealsEmotional Appeals
5.5. ValueValue--Expressive versus Utilitarian AppealsExpressive versus Utilitarian Appeals
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Appeal CharacteristicsAppeal Characteristics
ValueValue--expressive versus Utilitarian appealsexpressive versus Utilitarian appeals
Utilitarian appealsUtilitarian appeals involveinf orming the consumer of
one or mor e f unctional
benefits that ar e important
to the target market.
Most eff ective f or f unctional
pr oducts
ValueValue--expr essive appealsexpr essive appealsattempt to build a per sonality
f or the pr oduct or cr eate an
image of the pr oduct user.
Most eff ective f or pr oducts
designed to enhance self -
image or pr ovide other
intangible benefits
**** ****
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Message Structure
1.1. OneOne--Sided versus TwoSided versus Two--Sided MessagesSided Messages
2.2. Positive versus Negative FramingPositive versus Negative Framing
3.3. Nonverbal ComponentsNonverbal Components
8/4/2019 Consumer Attitude Formation & Change Lecture 5
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Message Structure CharacteristicsMessage Structure Characteristics
Positive versus Negative FramingPositive versus Negative Framing
Attribute Framing Attribute Framing
Only a single attribute is thef ocus of the frame.
For example, describing
beef as either
� 80% fat fr ee (positive
frame)
or
� 20% fat (negative frame)
Goal FramingGoal Framing
Message str esses either thepositive aspect of perf orming an
act or the negative aspects of not
perf orming the act.
For example, having a year ly
mammogram� Benefits of having mammogram
emphasized (positive frame)
� Risks of not having mammogram
emphasized (negative)