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The Power of Attitudes
Attitude: a lasting, general evaluation ofpeople, objects, advertisements, or issues
Attitude object (AO): anything toward which
one has an attitude
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Functional Theory of Attitudes
UTILITARIAN
FUNCTION:
Relates to rewards
and punishments
VALUE-EXPRESSIVE
FUNCTION:
Expresses consumers
values or self-concept
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from
external threats
or internal feelings
KNOWLEDGE
FUNCTION:
Need for order, structure,
or meaning
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ABC Model of Attitudes
An attitude has three components: Affect: the way a consumer feels about an
attitude object
Behavior: persons intentions to dosomething with regard to an attitude object
Cognition: beliefs a consumer has aboutan attitude object
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Figure 7.1 Hierarchies of Effects
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Attitude Toward the Advertisement
We form attitudes toward objects other thanthe product that can influence our product
selections.
We often form product attitudes from its ads Ad: attitude toward advertiser +evaluations of ad execution + ad evoked
mood + ad arousal effects on consumer +
viewing context
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Attitude Commitment
COMPLIANCE
Lowest level: consumer forms attitude because itgains rewards or avoids punishments
IDENTIFICATIONMid-level: attitudes formed in order to conform to
another person or group
INTERNALIZATION
Highest level: deep-seeded attitudes become part
of consumers value system
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Consistency Principle
We value/seek harmony among thoughts,feelings, and behaviors
We will change components to make them
consistent Relates to the theory of cognitive dissonance
we take action to resolve dissonance when
our attitudes and behaviors are inconsistent
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Discussion
In terv iew a student next to you about abehavior that he or she has that is
incons istent w i th his or her atti tudes (e.g.,
at ti tudes toward heal thy eating or act ive
l i festy le, att i tudes tow ard material ism , etc.)
Ask the student to elabo rate on why he orshe has the behavior , then try to ident i fy the
way the person has resolved dissonantelements.
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Self-Perception Theory
DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he
refuses), then 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 attitudeobjects in light of what we already know/feel
Initial attitude = frame of reference
Latitudes of acceptance and rejection Assimilation effects
Contrast effects
Example: Choosy mothers choose Jif
Peanut Butter
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Balance Theory
Considers how a person might perceiverelations 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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Figure 7.2 Balance Theory
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Multiattribute Attitude Models
Consumers attitudes toward an attitudeobject depend on beliefs she has about
object attributes
Three elements of multiattribute Attributes of Ao
Beliefs about Ao
Importance weights
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The Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation
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Table 7.1 Saundras College Decision
Attribute
Beliefs ()
Import. (I) Smith Princeton Rutgers Northland
Academic reputation 6 8 9 6 3
All women 7 9 3 3 3
Cost 4 2 2 6 9
Proximity to home 3 2 2 6 9
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9
Library facilities 5 7 9 7 2
Attitude Score 163 142 153 131
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Marketing Applications
of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitors Ratings
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The Extended Fishbein Model:
The Theory of Reasoned Action
Intentions versus behavior: measurebehavioral intentions, not just intentions
Social pressure: acknowledge the power ofother people in purchasing decision
Attitude toward buying: measure attitudetoward the act of buying, not just the product
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Figure 7.3 Theory of Trying
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How Do Marketers Change Attitudes?
Reciprocity Scarcity
Authority Consistency
Liking Consensus
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Tactical Communications Options
Who will be source ofmessage?
How should message be
constructed? What media will transmit
message?
What target marketcharacteristics willinfluence ads
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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New Message Formats
M-commerce - marketers promote goods andservices via wireless devices
New social media platforms
Blogging Video blogging (vlogging)
Podcasting
Tweeting Virtual worlds
Widgets
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The Source
Source effects mean the same words bydifferent people can have very different
meanings
A source may be chosen due to expertise,fame, attractiveness, or similarity
What makes a good source?
Source credibility: a sources perceivedexpertise, objectivity, or trustworthiness
Source attractiveness: social value
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Star Power
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Nonhuman Endorsers
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Decisions to Make About the Message
Should we use pictures or words? How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
Should it explicitly compare product tocompetitors?
Should it arouse emotions?
Should it be concrete or based on imagery?
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The Message
Positive Effects Negative Effects
Showing convenience of use Extensive information on
components, ingredients, nutrition
Showing new product/improved
features
Outdoor setting (message gets
lost)
Casting background (i.e., people
are incidental to message)
Large number of onscreen
characters
Indirect comparison to other
products
Graphic displays
Table 7.2 Characteristics of Good and Bad Messages
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Figure 7.6 Two-Factor Theory
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How Do We Structure Arguments?
One-sided: supportive arguments Two-sided: both positive and negative
information
Refutational argument: negative issue israised, then dismissed
Positive attributes should refute presentednegative attributes
Effective with well-educated and not-yet-loyal audiences
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Comparative Advertising
Comparative advertising: message comparestwo+ recognizable brands on specific
attributes
Unlike McDonalds, all of Arby's chickensandwiches are made with 100% all-natural
chicken
Negative outcomes include source
derogation
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Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
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Discussion
Name ads that rely on sex appeal to sel lproduc ts .
What benef i ts are commun icated in the ad?
Is the message impl ic i t or exp l ic i t? How?
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Message As Art Form
Advertisers use literary elements tocommunicate benefits and meaning
Allegory: story about an abstract concept
personified in a fictional character Metaphor: two dissimilar objects in a close
relationship (A is B)
Simile: compares two objects (A is like B) Resonance: play on words with pictures
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Table 7.3 Examples of Advertising Resonance
Product Headline Visual
Embassy Suites This Year, Were Unwrapping
Suites by the Dozen
Chocolate kisses with hotel
names underneath each
Toyota auto parts Out Lifetime Guarantee May
Come as a Shock
Man holding a shock absorber
Bucks filter
cigarettes
Herd of These? Cigarette pack with a picture
of a stag
Bounce fabric
softener
Is There Something Creeping
Up Behind You?
Womans dress bunched up on
her back due to static
Pepsi This Year, Hit the Beach
Topless
Pepsi bottle cap lying on the
sand
ASICS athletic
shoes
We Believe Women Should
Be Running the Country
Woman jogging in a rural
setting
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Forms of Story Presentation
Lecture: speech inwhich the source
speaks directly to
the audience
Attempts topersuade
Cognitive responsesmay occur
Drama: story thatdraws viewers into
the action
Characters indirectly
address theaudience
Interact with eachother in an imaginary
setting
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Discussion
Sell the steak o r the sizzle? Whats more important in an advertisement:
What is said? o r
Who says i t? Give examples o f ads that use one strategyversus the other. What types o f ads are more
effect ive for each strategy?
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Figure 7.7 Elaboration Likelihood Model
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Chapter Summary
Attitudes are very powerful, and they areformed in several ways.
People try to maintain consistency among
their attitudinal components and theirattitudes and behaviors.
The communications model includes severalimportant components which can be
influenced by marketers to enhance thepersuasiveness of the message.