Attitudes Based

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Chapter 5

• Attitudes Based
• on High Consumer Effort

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Learning Objectives Ch.5

• Discuss how marketers can apply various cognitive
  models to understand influence consumers
  attitudes based on high-effort thought processes.
• Describe some of the methods for using the
  communication source the message to favorably
  influence consumers attitudes.
• Explain how why a company might try to change
  consumers attitudes by influencing their
  feelings.

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Attitude

• an overall evaluation that expresses how much
  we like or dislike an object, issue, person, or
  action.
• What is your attitude about
• Cell phones?
• Outsourcing customer service?
• Tom Cruise?
• Tennis?

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What Are Attitudes?

• Importance of attitudesfunctions
• Cognitive
• Affective
• Connative
• Characteristics of attitudes
• Favorability
• Accessibility
• Confidence
• Persistence
• Resistance
• Ambivalence

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Forming/Changing Attitudes

• Foundations
• Cognitions
• Emotions
• Role of effort
• Elaboration
• Processing routes
• Central route to persuasion
• Peripheral route to persuasion
• Can you think of an example of when each route
  applies?

• Influence of consumer attitudes
• Cognitive
• Affect-based
• What is the difference between attitude affect?

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Approaches to Attitude Formation/Change
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Cognitive Foundations of Attitudes

• You are in control of your attitude
• Marketers may give you information that may base
  your attitude change (persuasion)
• Direct or imagined experience
• Reasoning by analogy or category
• Values-driven attitudes
• Social identity-based attitude generation
• Analytical processes of attitude formation

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Cognitive Foundation Models

• Cognitive Response Model
• Counterarguments
• Support arguments
• Source derogations
• Expectancy-Value Models
• Theory of Reasoned Action
• Attitude specificity
• Normative influences

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Theory of Reasoned Action (TORA)
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Components of TORA Model

• BehaviorA function of behavioral intention,
  determined by
• Attitude Toward Act
• Behavioral Intentions
• Subjective Norms

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Theory of Planned Behavior (TPB)

• Adds dimension of consumers perceived control
• You control plan your behavior in many contexts
• May assume the consumer is rational
• Perfect versus imperfect information in the
  marketplace
• One limitation may be the TPB does not place
  emphasis on consumer emotions
• What are the key differences between TORA TPB?
• Which theory do you prefer why?

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Changing Consumer Attitudes

• Persuasion is related to attitude change
• There is resistance to change
• Market resistance is resisting the marketplace
• Diagnosing existing attitudes
• Devising strategies for change
• Change beliefs
• Change evaluations
• Add a new belief
• Target normative beliefs

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How Cognitively Based Attitudes Are Influenced

• Communication source
• Source credibility
• Company reputation
• Sleeper effect (e.g., in political advertising)
• Message
• Argument quality
• One- versus two-sided
• Comparative

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Affective (Emotional) Foundations of Attitudes

• Affective involvement
• Affective responses
• Emotional appeals
• What is an example of a current brand using an
  emotional appeal in advertising?
• Are certain industries more prone to benefit from
  emotional appeals in their advertising
  marketing communications?

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How Affectively Based Attitudes Are Influenced

• Source
• Attractiveness
• Match-up hypothesis
• Message
• Emotional appeals
• Fear appeals
• Terror Management Theory (TMT)
• Can you name a context where TMT applies?

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Attitude Toward the Ad

• Dimensions
• Utilitarian (functional)
• Hedonic
• Interest

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Factors Impacting Consumer Attitude

• Level of Involvement/ elaboration
• Knowledge experience
• Analysis of reasons
• Accessibility of attitudes
• Attitude confidence

• Specificity of attitudes
• Attitude-behavior relationship
• Situational factors
• Normative factors
• Personality variables

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• This Hartz ad is attempting to change consumers
  beliefs that only a veterinarian can provide
  effective flea treatment. Hartz presents their
  product as a safe, effective, more convenient,
  less expensive solution to a pets flea problem.

Courtesy Hartz Mountain
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Questions?