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310 exam 1 review: chapter 5 & 6 attitude formation and persuasion
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- 1attitude definitionAttitude is an overall evaluation.
-i like water
-I love coffee
-I dislike telemarkets - 2components of attitudespeople (including oneself),
objects,
advertisements,
issues.
Anything toward which one has an attitude is called an attitude object (Ao). - 34 functions attitudes can servesutilitarian function
value-expressive function
ego-defense function
knowledge function
attitudes often serve more than 1 function
ex) sunscreen = knowledge and utilitarian - 4Utilitarian Functionutilitarian attitudes to you which objects bring pleasure, pain, benefits, disadvantages
ex) buy Volvo for safety - 5value - expressive functionthere attitudes tell you which objects express values of your central values or your self-concept
buy canes apparel - tells values - 6Ego - Defense Functionthese attitudes steer you toward objects that protect your self-view and away from those that threaten it
-protects certain views of self
ex) deodorant: keep you smelling good - 7knowledge functionthese attitudes are formed as a result of a need for structure, order, meaning and simplification
*almost all attitudes serves this function*
ex) pants to work because should be professional - 8components of an attitude A B C model of attributesA = affect
B = behavior
C = cognition
clever marketers can change each component - 9hierarchy of attitude formationstandard (high-involvement)
low-involvement
experiential
behavior-based - 10standard (high-involvement) hierarchy1. cognitions
2. affect association w/ each cognition
3. behavior
(example - buying a car) - 11low-involvement hierarchy1. limited cognition
2. behavior
3. affect
(more cognitions then maybe added)
(example - buying milk) - 12experiential hierarchy1. affect
2. behavior
3. cognitions
(cognitions selectively formed or emphasized to justify behavior)
example- dieting
but i would like some ice cream
justify - i've been good lately, so i ate ice cream. - 13Behavioral-based hierarchy1. behavior
2. affect
3. cognitions
example - going to foreign country where you don't know what the place is likem - 14Multi-attribute modelsspecifies attitudes towards given attributes
specify how multiple cognitions are integrated - 15Fishbein ModelAttributes: Identify all the relevant attributes that this product could have.
Beliefs: Identify the consumer’s cognitions about the extent to which this particular product possesses those attributes.
Importance: Identify the relative priority of each attribute to the consumer.
Attitude = belief(1) x attribute importance + belief2 x attribute importance.......
+ belief(n) x importance of attribute - 16Fishbein Model FlawsAssumes we can specify all the relevant attributes and beliefs.
Assumes that we can determine importance.
Assumes that consumers (implicitly) engage in such a calculation.
Assumes that attitudes are relevant!
*doesn't account for social pressure
*doesn't account for actual intentions - 17Theory of Reasoned Action(extension of the Fishbein Model)
Moved from attitude measurement (evaluation) to intention measurement (behavioral propensity).
Includes social pressure as a critical moderating variable. The model acknowledges the power of other people in influencing one’s behavior (e.g., “What do other people think I should do?”) - 18how the theory of reasoned action calculatesPredict behavioral intention.
Predict by:
Calculate specific attitude as in Fishbein Model.
Belief x Importance
Then account for the influence of norms.
Perceived normative belief
Motivation to comply with norm - 19persuasionAn active attempt to change attitudes.
Relies on effective communication
Often involves attempts to change…
Cognition
Affect
…with the goal of then changing behavior - 20Communications Model: Who says what to whom, and where?source
message
medium
recipient - 21source factorssource credibility
source attractiveness - 22what makes a source credible-expertise makes a source credible
(typically only within a few domain)
-Tom Brady selling Uggs VS Under Armour
Influential: New York Times vs. Daily News
-trustworthiness & objectivity - 23source attractivenessWhat makes for an attractive source?
What does a physically attractive source do for the product?
-good association for products
*Halo effect*
People who rank highly on one dimension tend to be seen as ranking highly on other, unrelated dimensions
Attractiveness affects purchase intentions…
*especially for attractive enhancing products
Sources can be attractive because they are similar to us
Teens sell to teens, elderly to elderly
Celebrities are often attractive for many reasons
Not all famous people are liked, though
Q scores
(miley cyrus)
How many people know the celebrity?
How many people consider him/her a “favorite?” - 24message factorsARGUMENT CONSTRUCTION:
1 sided vs 2 sided argument
-2 sided better when educating about product
-2 sided may enhance credibility
critical moderating variable
(ex- cognitive skills - the educator)
draw conclusion or leave it open?
-depends largely on whether the consumer is enough to draw it him/her self
-if involved you may want to leave open
often choosing between using strong arguments or pretty pictures, fear, sex, nudity, etc to sell product
most effective often depends on the target
(recipient factors) - 25one sided vs two sided argumentsex) medication commercials
need to discuss side effects as well
more likely to work for ppl w higher degree of education because education is a moderating variable and saying it all enhances the overall credibility - 26sleeper effectis the increase of the impact that a persuasive message has on a person over time. In other words: the more time passes after a person has been exposed to a persuasive message, the more their attitude will be influenced by it ?????
- 27Elaboration Likelihood modelElaboration Likelihood Model - ELM
(Recipient Factors)
Two routes to persuasion, depending on recipient’s current state of mind
Central route:
Involves elaboration
Leads to stronger attitudes
Peripheral route:
Requires little thought - 28What makes someone use the central, and not peripheral, route?Central Route Triggers: Involvement
Manipulate involvement:
High involvement
Soon available nearby
Low involvement
Not available nearby
Also manipulate:
Strong v. Weak Argument
Celebrity v. Non-Celebrity Endorser - 29Central Route TriggersInvolvement with product:
-Personal relevance
-Brand
Involvement with ad:
-Humor
-Complexity
Ability:
-Degree of distraction
-Amount of prior knowledge
*mystery ads can generate involvement because you need to wait to see what the product is - 30ELM: Peripheral RoutePeripheral cues
Simple inferences
Brand Names
Packaging
Heuristics – simple rules of thumb used to aid judgments or decisions
length = strength
reputation & truth effect
repetition is key for it to be held true
slogans are helpful
credible sources can serve as peripheral cues for making simple justification - 31string argumentcentral router
- 32"bells and whistles"useful when peripheral route is used
ability and involvement are low
if you don't stress the argument skip the central route and make a lot of peripheral cues
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