CHAPTER ELEVEN

Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Figure 11-1

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Figure 11-2

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Measuring Attitude Components

Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)

Diet CokeStrong taste —— —— —— —— —— —— —— Mild taste

Low priced —— —— —— —— —— —— —— High priced

Caffeine free —— —— —— —— —— —— —— High in caffeine

Distinctive in —— —— —— —— —— —— —— Similar in taste totaste most

© The McGraw-Hill Companies, Inc., 1998

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Measuring Attitude Components

Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales)

Neither Agree

Strongly nor StronglyAgree Agree Disagree Disagree Disagree

I like the taste of Diet Coke. —— —— —— —— ——

Diet Coke is overpriced. —— —— —— —— ——

Caffeine is bad for your health. —— —— —— —— ——

I like Diet Coke. —— —— —— —— ——

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Measuring Attitude Components

Behavioral Component (Measuring Actions or Intended Actions)

The last soft drink I consumed was a ___________________.

I usually drink________________soft drinks.

What is the likelihood you will buy Diet Coke Definitely will buy

the next time you purchase a soft drink? Probably will buy

Might buy

Probably will not buy

Definitely will not buy

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Consumer Insight 11-1

• What attitude component is MPAAT focusing on? What theory or assumption makes this reasonable?

• What type of appeals is MPAAT using? Is this an appropriate use of this type appeal?

• How successful do you think this campaign will be? Why?

• Does this campaign raise any ethical concerns?

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Change the Cognitive Component

• Change Beliefs

• Shift Importance

• Add Beliefs

• Change Ideal

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Change the Affective Component

• Classical Conditioning

• Affect toward the ad or website

• Mere exposure

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Change the Behavioral Component

Robert Cialdini: Influence• Reciprocity

• Door-in-the-face technique (big request first - target refuses, then the communicator “concedes” by asking for a small favor -target agrees)

• Scarcity - “one-day offer”, “two-days sale”, must suggest better value

• Authority - expert endorsers• Commitment - make the target commit to some small thing

• Foot-in-the-door technique (small request first)• Low-balling - to commit to an attractive option first (car

deals)• Even-a-penny-will-help technique

• Liking/compliments - persuasion by favorite or/and similar endorsers

• Social validation -“statistical advertisements”(85 % of the population)

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The Elaboration Likelihood Model

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Figure 11-4

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Communication Characteristics

• Source• Source Credibility• Celebrity Sources - Congruence

• Appeal• Fear, Humor, Emotional• Comparative Ads• Value-Expressive vs. Utilitarian

• Message Structure Characteristics• One-Sided vs. Two-Sided• Positive versus Negative Framing• Nonverbal Components

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Segmentation and Development

• Benefit Segmentation• Feature importance

• Group similar benefit seekers

• Product Development• Profile ideal level of performance

• Create product concept

• Translate concept into product

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Multiattribute Attitude Model