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Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT. Chapter Overview. What are attitudes? Attitudes formation: cognition (thinking) Cognitive response model Theory of reasoned action (TORA) How to change attitudes: cognition (thinking) Attitude formation: affect (emotion)

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Chapter 6 ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

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  1. Chapter 6ATTITUDE FORMATION AND CHANGE: HIGH CONSUMER EFFORT

  2. Chapter Overview • What are attitudes? • Attitudes formation: cognition (thinking) • Cognitive response model • Theory of reasoned action (TORA) • How to change attitudes: cognition (thinking) • Attitude formation: affect (emotion) • How to change attitudes: affect (emotion)

  3. Definition Attitude: a relatively global and enduring evaluation of an object, issue, person, or action

  4. What’s the Big Deal About Attitudes? • Attitudes…… • Guide our thoughts (cognitive function) • Influence our feelings (affective function) • Affect our behavior (connative function)

  5. How are attitudes formed through cognition? • The Cognitive Response Model • thoughts/reactions we have in response to a message • Theory of Reasoned Action (TORA) • explains how, when and why attitudes predict behavior

  6. Cognitive Response Model • Counterarguments (CAs) • disagreement • Support arguments (SAs) • agreement • Source derogations (SDs) • attack the source

  7. Evaluation of consequences of an act (ei) Belief about consequences of an act (bi) Behavioral Intentions Behavior Theory of Reasoned Action (TORA) Normative belief (what do important others think about this act?) (NBj) Motivation to comply (desire to please these important others) (MCj) Attitude toward the act (Aact) How much consumer is actually influenced by these others (SN)

  8. Calculating TORA Behavioral Intentions

  9. TORA Example: Getting a tattoo • B=get a tattoo • BI=intention to get a tattoo • Aact=your attitude toward getting a tattoo • SN=what influence others have on you

  10. TORA Scales • bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high • ei = if this outcome occurs, it will be (-3) very bad to (+3) very good • NBj = this person thinks I should (-3) not do it to (+3) do it • MCj = how much do I care what this person thinks? (-3) don’t care at all to (+3) care very much

  11. Beliefs will hurt will be cool will be expensive self-expression bi +3 +1 +2 +3 TORA Example: Aact

  12. Beliefs will hurt will be cool will be expensive self-expression biei +3 -3 +1 +2 +2 -2 +3 +3 TORA Example: Aact

  13. Beliefs will hurt will be cool will be expensive self-expression bi ei Sum bi X ei +3 X -3 = -9 +1 X +2 = 2 +2 X -2 = -4 +3 X +3 = + 9 Therefore, Aact = -2 TORA Example: Aact

  14. Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj -3 -3 +2 +3 TORA Example: SN

  15. Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj MCj -3 -1 -3 +3 +2 +1 +3 0 TORA Example: SN

  16. Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj MCj Sum NBj XMCj -3 X -1 = +3 -3 X +3 = -9 +2 X +1 = +2 +3 X 0 = + 0 Therefore, SN = -4 TORA Example: SN

  17. The Bottom Line BI = Aact + SN = -2 + -4 = -6 Decision: Don’t do it!

  18. Evaluation of consequences of an act (ei) Belief about consequences of an act (bi) Behavioral Intentions Behavior Theory of Reasoned Action (TORA) Normative belief (what do important others think about this act?) (NBj) Motivation to comply (desire to please these important others) (MCj) Attitude toward the act (Aact) How much consumer is actually influenced by these others (SN)

  19. Attitude Change Strategies • Change beliefs (bi) • Change evaluations (ei) • Add a new belief (biei) • Target normative beliefs

  20. Cognitively-Based Attitude Change Issues • Communication Source • spokesperson credibility • company reputation • Message factors • argument quality • one- vs. two-sided messages • comparative messages

  21. How are attitudes formed through affect (emotion)? • Affective involvement • Affective reactions

  22. Affectively-Based Attitude Change Issues • Communication Source • Attractiveness • Message Factors • Emotional appeals • Fear appeals

  23. Chapter 6 Review • Definition of attitudes • Attitude Formation & Change (cognitive) • Cognitive Response Model • TORA • Communication Source & Message Content • Attitude Formation & Change (affect)

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