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Chapter 5

Chapter 5. Attitudes Based on High Consumer Effort. Learning Objectives~ Ch.5. Discuss how marketers can apply various cognitive models to understand & influence consumers ’ attitudes based on high-effort thought processes.

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Chapter 5

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  1. Chapter 5 Attitudes Based on High Consumer Effort

  2. 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.

  3. 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?

  4. What Are Attitudes? • Importance of attitudes—functions: • Cognitive • Affective • Connative • Characteristics of attitudes • Favorability • Accessibility • Confidence • Persistence • Resistance • Ambivalence

  5. 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? Forming/Changing Attitudes

  6. Approaches to Attitude Formation/Change

  7. 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

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

  9. Theory of Reasoned Action (TORA)

  10. Components of TORA Model • Behavior—A function of behavioral intention, determined by: • Attitude Toward Act • Behavioral Intentions • Subjective Norms

  11. 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?

  12. 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

  13. 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

  14. 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?

  15. 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?

  16. Attitude Toward the Ad • Dimensions • Utilitarian (functional) • Hedonic • Interest

  17. 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 Factors Impacting Consumer Attitude

  18. 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 pet’s flea problem. Courtesy Hartz Mountain

  19. Questions?

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