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Attitudes & Persuasion

ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.

“What is your attitude toward alcohol consumption?”

Hum….I don’t like your attitudes.”

The Power of Attitudes

■  Attitude: “a lasting, general evaluation of people, objects, advertisements, or issues”

■  product specific

■  general consumption related behavior

Persuasion

■  Active attempt to change attitudes

Attitude Formation

through

■  classical conditioning

■  Instrumental conditioning

■  Learning through cognitive processes (e.g., observational learning)

ABC Model of Attitudes

Affect

Cognition Behavioral Intention

intentions to take action

how consumers feel about

what he believes to be true about

Hierarchies of Effects

Commitment to an Attitude

COMPLIANCE (Lowest 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-seeded attitudes become part of

consumer’s value system

Consistency Principle

■  Cognitive Dissonance Theory: change components to make them consistent

•  eliminating

• adding

•  changing

Consistency Principle: Marketing Implications

• Post purchase dissonance

…need to find more reasons to like the product after we buy it.

Behavioral Motivation

Approach a positive outcome

Avoid a negative outcome

To  change  the  world!  

To  avoid  F!  

-­‐  +  

Types of Motivational Conflicts

Self-Perception Theory

FOOT-IN-THE-DOOR TECHNIQUE: If he or she agrees to a small request, there is a higher likelihood of agreeing to another, larger request.

People come to know their attitudes by observing their own behavior, thus actions influence attitudes

“Would you mind doing me a small favor?”

Social Judnment Theory: Involvement & Latitude of Acceptance

■  ( ) involved individuals / ( ) brand loyalty

Latitudes of Rejection

Latitude of Acceptance

Latitudes of Rejection

more strong

Latitudes of

Rejection

Latitude of Acceptance Latitudes of Rejection

■  ( ) involved individuals / ( ) brand loyalty less weak

Balance Theory

+    

+    

Juna

God

+    

Juna’s nonchristian friend