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Chapter 7 Attitudes and Persuasion

Chapter 7 Attitudes and Persuasion. CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior. The Power of Attitudes. A lasting, general evaluation of people, objects, advertisements, or issues Attitude Object

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Chapter 7 Attitudes and Persuasion

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  1. Chapter 7Attitudes and Persuasion CONSUMER BEHAVIOR, 9eMichael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

  2. The Power of Attitudes • A lasting, general evaluation of people, objects, advertisements, or issues • Attitude Object • anything toward which one has an attitude

  3. Functional Theory of Attitudes UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning

  4. ABC Model of Attitudes • Three components of an attitude: • Affect • Behavior • Cognition

  5. Figure 7.1 Hierarchies of Effects

  6. 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

  7. Attitude Commitment HIGH INTERNALIZATION Deep-seeded attitudes become part of consumer’s core value system IDENTIFICATION Attitudes formed in order to conform to another person or group COMPLIANCE Consumer forms attitude because it gains rewards or avoids punishments LOW

  8. 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

  9. Self-Perception Theory 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 LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he refuses) then is asked to do something smaller

  10. 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

  11. 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

  12. 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

  13. The Fishbein Model Salient Beliefs Object-Attribute Linkages Evaluation (of Important Attributes)

  14. Strategic Marketing Applications of the Multiattribute Model Capitalize on Relative Advantage Strengthen Perceived Linkages Add a New Attribute Influence Competitor’s Ratings

  15. How Do Marketers Change Attitudes? Reciprocity Scarcity Authority Consistency Liking Consensus

  16. 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?

  17. Figure 7.4 The Traditional Communications Model

  18. Figure 7.5 An Updated Communications Model

  19. Types of Message Appeals Emotional versus Rational Appeals Sex Appeals Humorous Appeals Fear Appeals

  20. Message As Art Form • Advertisers use literary elements to communicate benefits and meaning • Allegory • Metaphor • Simile • Resonance

  21. Figure 7.7 Elaboration Likelihood Model

  22. 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

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