Download - Chapter 7 Attitudes and Persuasion
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Chapter 7
Attitudes and Persuasion
CONSUMER BEHAVIOR, 9eMichael R. Solomon
Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior
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The Power of Attitudes
• A lasting, general evaluation of people, objects, advertisements, or issues
• Attitude Object
• anything toward which one has an attitude
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Functional Theory of Attitudes
UTILITARIANFUNCTION:
Relates to rewards and punishments
VALUE-EXPRESSIVE FUNCTION:
Expresses consumer’s values or self-concept
EGO-DEFENSIVEFUNCTION:
Protect ourselves from external threats
or internal feelings
KNOWLEDGEFUNCTION:
Need for order, structure, or meaning
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ABC Model of Attitudes
• Three components of an attitude:
• Affect
• Behavior
• Cognition
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Figure 7.1
Hierarchies of Effects
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Attitude Toward the Advertisement
• We form attitudes toward objects other than the product that can influence our product selections
• We often form product attitudes from its ads
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Attitude Commitment
COMPLIANCEConsumer forms attitude because it gains
rewards or avoids punishments
IDENTIFICATIONAttitudes formed in order to conform
to another person or group
INTERNALIZATIONDeep-seeded attitudes become
part of consumer’s core value system
HIGH
LOW
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Consistency Principle
• We seek harmony among our thoughts, feelings, and behaviors
• We will change components to make them consistent
• We take action to resolve dissonance when our attitudes and behaviors are inconsistent
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Self-Perception Theory
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he refuses) then is 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
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Social Judgment Theory
• We assimilate new information about attitude objects in light of what we already know/feel
• Initial attitude = frame of reference
• Latitudes of acceptance and rejection
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Balance Theory
• Considers how a person might perceive relations 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
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Multiattribute Attitude Models
• Consumer’s attitudes toward an attitude object depend on beliefs she has about the object’s attributes
• Three elements of multiattribute
• Attributes
• Beliefs
• Importance weights
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The Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation (of Important Attributes)
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Strategic Marketing Applications of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitor’s Ratings
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How Do Marketers Change Attitudes?
Reciprocity Scarcity
Authority Consistency
Liking Consensus
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How do we communicate to our consumers?
• Who will be source of message?
• How should message be constructed?
• What media will transmit message?
• What target market characteristics will influence ad’s acceptance?
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Figure 7.4
The Traditional Communications Model
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Figure 7.5
An Updated Communications Model
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Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
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Message As Art Form
• Advertisers use literary elements to communicate benefits and meaning
• Allegory
•Metaphor
• Simile
• Resonance
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Figure 7.7
Elaboration Likelihood Model
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MKT 342: Consumer BehaviorKey Concepts: Chapter 7• Power of attitudes• Functional theory of attitudes• ABC model of attitudes• Hierarchies of effects• Attitude commitment• Consistency principles• Self-perception theory• Social judgment theory• Balance theory• Multiattribute attitude models• Fishbein model• Strategic marketing applications of the multiattribute model• Different ways that marketers change attitudes• Traditional & updated communications model• Types of message appeals• Message as art form• Elaboration Likelihood model