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ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter6AttitudesandHowtoChangeThemCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives6.1

Explainthefunctionsandcomponentsofattitudesinconsumerbehavior.6.2Describethewaysinwhichweformattitudes.6.3Explainhowpersuasionisanactiveattempttocreateorchangeattitudes.6.4Discussthewaysinwhichthesource,themessage,andthemediumareusedtocraftpersuasionstrategies.LearningObjective6.1Explainthefunctionsandcomponentsofattitudesinconsumerbehavior.ThePowerofAttitudesAttitude:alasting,generalevaluationofpeople,objects,advertisements,orissuesAttitudeobject(A

O):anythingtowardwhichonehasanattitudeAttitudes(Generally)GuideOurBehaviorFigure6.1ModelofPersuasionFunctionalTheoryofAttitudesUtilitarianfunctionRelatestorewardsandpunishmentsValue-expressivefunctionExpressesconsumer’svaluesorself-conceptE

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O-defensivefunctionProtectourselvesfromexternalthreatsorinternalfeelingsKnowledgefunctionNeedfororder,structure,ormeaningAttitudes,FastandSlow:CognitiveandAffectiveComponentsSlowthinkingandfastthinking.Thedistinctionbetweenthesetwosystemsiscommoninpsychology:“Type1”processesarefast,autonomous,andintuitive,“Type2”processesareslow,deliberative,andanalytic.—“IKnowIt”:Cognitivefocus—Multiattributeattitudemodels—Fishbeinmodel—”IFeelIt”:Affectivefocus“IKnowIt”:CognitiveFocusMultiattributeattitudemodel:TheFishbeinmodelSalientbeliefsObject-attributelinkagesEvaluationMarketingApplicationsoftheMultiattributeModel(1of2)Table6.1TheBasicMultiattributeModel:Alex’sCollegeDecisionBeliefs(B)Attribute(i)Importance(I)WarrenIvyStateNorthlandAcademicreputation68963Allwomen79333Cost42269Proximitytohome32269Athletics11251Partyatmosphere21379Libraryfacilities57972AttitudescoreBlank163142153131MarketingApplicationsoftheMultiattributeModel(2of2)CapitalizeonrelativeadvantageStrengthenperceivedlinkagesAddanewattributeInfluencecompetitor’sratings“IFeelIt”:AffectiveFocus

MoodsShapeOurJudgmentsMoods:temporarypositiveornegativeaffectivestatesEmotionssuchashappiness,anger,andfeartendtobemoreintense;theyoftenrelatetoaspecifictriggeringevent,suchasreceivinganawesomegiftEmotionsruleourbrain—neuromarketingProductdesignandotheraestheticattributescreatepositiveattitudesbygeneratingpositiveemotionalreactionsForReflection(1of5)Imaginethatyouworkforthemarketingdepartmentofyourcollegeoruniversityandhavesegmentedstudentsintofourdifferentclusters,eachrepresentingoneofthefourfunctionsidentifiedbyKatzDevelopamarketingstrategybasedoneachofthefourfunctionstomotivatestudentstostayinschoolandcompletetheirdegreesOops!AttitudesAren’tasSimpleasWeThoughtAmbivalenceExplicitandimplicitelementsSocialpressureC

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StriestoincreasemedicationadherencebyincludingareminderfunctioninitsappAnImprovedFishbeinModeltotheRescue:TheTheoryofReasonedActionSubjectivenorm(S

N):accountsfortheeffectsofwhatwebelieveotherpeoplethinkweshoulddoTwofactorsmeasureS

N:Theintensityofanormativebelief(N

B)

thatothersbelieveweshouldtakeornottakesomeactionThemotivationtocomply(M

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withthatbeliefForReflection(2of5)Shareadecisionyoumadefollowingthethreelearninghierarchies:ThinkFeelDoDoFeelThinkFeelDoThinkLearningObjective6.2Describethewaysinwhichweformattitudes.CommitmentComplianceLowestlevel:consumerformsattitudebecauseitgainsrewardsoravoidspunishmentsIdentificationMid-level:attitudesformedinordertoconformtoanotherpersonorgroupInternalizationHighestlevel:deep-seededattitudesbecomepartofconsumer’svaluesystemConsistencyPrincipleWevalue/seekharmonyamongthoughts,feelings,andbehaviorsWewillchangecomponentstomakethemconsistentRelatestothetheoryofcognitivedissonanceWetakeactiontoresolvedissonancewhenourattitudesandbehaviorsareinconsistentWesimplymayformanattitudetowardabrandduetoclassicalconditioning:Amarketerrepeatedlypairsanattitudeobject,suchasthePepsiname,withacatchytaglineBalanceTheory(1of3)Considershowpeopleperceiverelationsamongdifferentattitudeobjects,andhowtheymightaltertheirattitudessothattheseremainconsistent(or”balanced”)Eachtriadcontains:ApersonandtheirperceptionsAnattitudeobjectSomeotherpersonorobjectBalanceTheory(2of3)Figure6.2BalanceTheoryBalanceTheory(3of3)BalancetheoryhelpsusunderstandhowanattitudetowardapersonorcelebritycantransfertoabrandForReflection(3of5)Shareacommitmentyou’vemadeateachofthethreelevelsofcommitment:InternalizationIdentificationComplianceCanyoufeelthevariationsincommitmentforthethreetypes?Explain.LearningObjective6.3Explainwhypersuasionisanactiveattempttocreateorchangeattitudes.Persuasion:HowDoMarketersChangeAttitudes?Persuasion:anactiveattempttocreateorchangeattitudes.SelltheSteakortheSizzle?:TheElaborationLikelihoodModelFastpersuasion:ThePeripheralRouteSlowpersuasion:TheCentralRouteNarrativepersuasionPersuasionknowledge:TalkingbacktomarketersMedialiteracyDisclosuresandwarnings:Dotheywork?Figure6.3TheElaborationLikelihoodModel(E

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M)ofPersuasionForReflection(4of5)Canyouthinkofatimethatyouwerepersuadedbymarketing?Whichofthepersuasiontacticswereusedandinwhatway?LearningObjective6.4Discussthewaysinwhichthesource,themessage,andthemediumareusedtocraftpersuasionstrategies.CraftingPersuasiveCommunicationsStrategiesThecommunicationsmodelinFigure6.4capturesalltheelementsmarketersconsidertoconnectwithcustomers:Oneoftheseisasource,wherethecommunicationoriginatesAnotheristhemessage

itself.Therearemanywaystosaysomething,Themessageisconveyedviaamedium,Oneormorereceivers

interpretthemessageThesourcereceivesfeedbackFigure6.421stCenturyCommunicationsModelDecisions,Decisions:TacticalCommunicationsOptionsWhowillbeinthead?Howshouldweconstructthemessage?Whatmediashouldweuse?Whatcharacteristicsofthetargetmarketmightleaditsmemberstoacceptthead?TheSource(1of2)Sourcecredibilityreferstoacommunicator’sexpertise,objectivity,ortrustworthinessTheSource(2of2)SourcecredibilityDisclaimersFakenewsNativeadvertisingKnowledgebiasSleepereffectReportingbiasSourceattractivenessSharedendorsementsHaloeffectSpokescharactersTheMessageThewayamarketerstructureshisorhermessagedetermineshowpersuasiveitwillbeTheMessageandSourceSeveralfactorsinfluencetheeffectivenessofamessagesourceMarketershopethatastar’spopularitywilltransfertotheirproductShouldWeUsePicturesorWords?VisualsareeffectiveespeciallywhenthecommunicatorwantstoinfluencereceiversApictureisnotalwaysaseffectivewhenitcommunicatesinformationintendedtopromptmoreslowthinking/centralprocessingVerbalmaterialdecansmorerapidlyinmemory,somessagesrequiremorefrequentexposureTypesofMessageAppealsTable6.2AppealValenceFrameRationalBlankBlankComparativePositive/NegativeRelativeadvantage,highperformance,bettervalue,independenceGain-framedPositivePersonalgains,long-termadvantageTwo-sidedPositive/NegativeLogicalinferences,balancedperspectiveSafetyPositive/NegativeDurable,effective,reliableScarcityNegativeLimitededition,exclusive,timesensitiveReciprocityPositiveOfferingagifttoencouragedonationsEmotionalBlankBlankFamilyPositiveBelonging,CommunityYouthPositiveEnergetic,fun,energy,livelinessStatusPositiveExclusivity,high-endAdventurePositiveThrill-seeking,excitement,activeSexPositive/NegativePhysiologicalarousal,sensation,fantasyHumorPositivePleasure,satire,wit,positivemoodFearNegativeAnxiety,tension,danger,threatComparativeAppealsComparativeadvertising:messagecomparestwo+recognizablebrandsonspecificattributes.“UnlikeMc

Donalds,allofArby’schickensandwichesaremadewith100%all-naturalchicken”NegativeoutcomesincludesourcederogationHowDoWeStructureArguments?SupportiveargumentsTwo-sidedmessages:bothpositiveandnegativeinformationRefutationalargument:negativeissueisraised,thendismissedPositiveattributesshouldrefutepresentednegativeattributesEffectivewithwell-educatedandnot-yet-loyalaudiencesSexappealsHumorappealsFearappealsNarrativeappealsForReflection(5of5)ThinkofacelebrityendorserthatyoufindtolackpersuasiveabilityWhatisitabouttheperson,product,orendorser-productfitthatfailstopersuadeyou?ShouldWeRepeattheMessageFigure6.5Two-FactorTheoryofMessageRepetitionTheMedium:AdvertainmentAdvertainmentreferstothefusionofadvertisingandentertainmentAdvergaming:onlinegamesmergewithinteractiveadvertisementsthatletcompaniestargetspecifictypesofconsumersRealityengineeringProductPlacementandBrandedEnte