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Chapter 7 Attitudes and Attitude Change

Chapter 7 Attitudes and Attitude Change. Learning Outcomes. Define attitudes and describe attitude components Describe the functions of attitudes Understand how the hierarchy of effects concept applies to attitude theory. Learning Outcomes.

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Chapter 7 Attitudes and Attitude Change

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  1. Chapter 7 Attitudes and Attitude Change

  2. Learning Outcomes • Define attitudes and describe attitude components • Describe the functions of attitudes • Understand how the hierarchy of effects concept applies to attitude theory

  3. Learning Outcomes • Comprehend the major consumer attitude models • Describe attitude change theories and their role in persuasion • Understand how message and source effects influence persuasion

  4. Attitudes and its Components • Attitude - Relatively enduring overall evaluations of objects, products, services, issues, or people • Components - ABC approach to attitudes • Affect • Behavior • Cognition

  5. Functions of Attitude • Functional theory of attitudes - Attitudes perform four functions • Utilitarian function • Knowledge function • Value-expressive function • Ego-defensive function

  6. Hierarchy of Effects • High-involvement hierarchy • Occurs when a consumer faces a high involvement decision or addresses a significant problem • Low-involvement hierarchy • Consumers have some basic beliefs about products without necessarily having strong feelings toward them

  7. Hierarchy of Effects • Experiential hierarchy • Purchases are motivated by feelings • Behavioral influence hierarchy • Some behaviors occur without either beliefs or affect being strongly formed beforehand

  8. Attitude-Toward-the-Object (ATO) Model • The ATO Model - Fishbein model • Proposes that three key elements be assessed to understand and predict consumer behavior • Consumer beliefs about salient attributes • Strength of the consumer belief • Evaluation of the attribute • ATO formula

  9. Implications of the ATO Approach • Attitude research is most often performed on entire market segments • Important for managers to know if consumers believe that complexes offer relevant attributes

  10. Attitude–behavior Consistency • Researchers are very interested in how attitudes are formed • Refers to the extent to which a strong relationship exists between attitudes and actual behavior

  11. Factors That Weaken Attitude-Behavior Relationship • Length of time between attitude measurement and overt behavior • Specificity with which attitudes are measured • Strong environmental pressures • Impulse-buying situations

  12. Alternative Approaches to Attitude • Theory of planned action • Expands upon the behavioral intentions model by including a perceived control component

  13. Expanding the Attitude Object • Attitude toward the advertisement • Positive relationship exists between a consumer’s attitude toward an advertisement and his or her attitude toward a particular product • Attitude toward the company • What consumers know or believe about a company can influence the attitude they have toward its product

  14. Attitude Tracking • Extent to which a company actively monitors its customers’ attitudes over time

  15. Persuasion • Refers to specific attempts to change attitudes • Persuasive techniques • ATO approach • Behavioral influence approach • Changing schema-based affect • Elaboration likelihood model • Balance theory approach • Social judgment theory approach

  16. Attitude-Toward-the-Object Approach • Changing beliefs • Adding beliefs about new attributes • Changing evaluations

  17. Behavioral Influence Approach • Directly changing behaviors without first attempting to change either beliefs or feelings • Behavior change can precede belief and attitude change

  18. Changing Schema-Based Affect • Schema-based affect refers to the idea that schemas contain affective and emotional meanings • If the affect found in a schema can be changed, then: • The attitude toward a brand or product will change as well

  19. Message and Source Effects • Message effects - Describe how the appeal of a message and its construction affect persuasion • Source effects - Refer to the characteristics of the person or character delivering a message that influence persuasion

  20. Message Appeal • Appeals impact the persuasiveness of an advertisement • Sex appeals • Humor appeals • Fear appeals • Violence appeals

  21. Message Construction • The way a message is constructed also impacts its persuasiveness • Conclusion presentation • Comparative strategy • Placement of information • Serial position effect • Primary effect • Recency effect • Message complexity

  22. Source Effects • Credibility • Expertise • Trustworthiness • Attractiveness • Likeability • Meaningfulness • Match-up hypothesis - Source feature is most effective when it is matched with relevant products

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