consumer attitude formation & change lecture 5

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Consumer Attitude Formation

& Change

Lecture 5

8/4/2019 Consumer Attitude Formation & Change Lecture 5

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An attitudeattitude is an enduring organization 

of motivational, emotional,

perceptual, and cognitive processes

with respect to some aspect of our

environment.

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Attitude

The attitude has an object

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation

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Attitude ComponentsAttitude Components &&

ManifestationsManifestations

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Attitude Component ConsistencyAttitude Component Consistency

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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

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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

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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.

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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)

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ELMELM

ModelModel

Individual and Situational CharacteristicsIndividual and Situational Characteristics

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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

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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

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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

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Basic Functions of Attitudes

The Utilitarian Function

The Ego-defensive Function

The Value-expressive Function

The Knowledge Function

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Why Might Behavior Precede Attitude

Formation?

� Cognitive Dissonance

Theory� Attribution Theory

Behave (Purchase)Behave (Purchase)

Form AttitudeForm AttitudeForm Attitude

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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.

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Self Perception Theory

A theory that suggests that consumers developattitudes by reflecting on their own behavior.

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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).

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Criteria for Causal Attributions

Distinctiveness

Consistency Over Time Consistency Over Modality

Consensus

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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

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Matching Endorser with Product and TargetMatching Endorser with Product and TargetAudienceAudience

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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

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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

**** ****

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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

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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)