Class 15 Attitudes and Persuasion

Class 15Attitudes and Persuasion CA 2018 Consumer Insight A.KwantaSirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013

The Power of Attitudes • The ABC Model of Attitudes • Hierarchies of Effects • How Do We Form Attitudes? • The Consistency Principle • Self-Perception Theory • Social Judgment Theory • How Do Marketers Change Attitudes? Chapter outline

1 The Power of Attitudes

1 • Attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. • We call anything toward which one has an attitude an attitude object. • An attitude is lasting because it tends to endure over time. • An attitude is general because it applies to more than a momentary event Attitude

1 • Psychologist Daniel Katz developed the functional theory of attitudes to explain how attitudes facilitate social behavior. • According to this pragmatic approach, attitudes exist because they serve some function for the person • Two people can each have an attitude toward object for very different reasons Daniel Katz

1 • Utilitarian function: • Pleasure or pain, delicious or not delicious • Value-expressive function • What product says about him as a person • Ego-defensive function • We form attitudes to protect ourselves either from external threats or internal feelings • Knowledge function • We need order, structure, or meaning • Only when a person is in ambiguous situation Different Attitude Functions

2 The ABC Model of Attitudes

2 Affect Behavior Cognition How a consumer feels About an attitude object Intentions to take action about it What he believes to be true about the attitude object The ABC Model of Attitudes *** interrelationships among knowing, feeling, and doing

3 Hierarchies of Effects

3 • Which comes first: Knowing, feeling, or doing? • Each element may lead things off depending on the situation • Hierarchies of Effects explain the relative impact of the three components Feeling Affect Doing Behavior Knowing Cognition Hierarchies of Effects

3 Standard Learning Hierarchy Attitude Based on cognitive information processing Knowing Cognition Feeling Affect Doing Behavior • Think  Feel  Do • A person approaches a product decision as a problem-solving process Hierarchies of Effects

3 • Hierarchies of Effects Low-Involvement Hierarchy Attitude Based on behavioral learning processes Feeling Affect Knowing Cognition Doing Behavior • Do  Feel  Think • The consumer initially doesn’t have a strong preference for one brand over another • The consumer forms an evaluation only after they have bought the product • The attitude is to come through behavioral learning

3 Experiential Hierarchy Attitude Based on hedonic consumption Knowing Cognition Feeling Affect Doing Behavior • Feel  Think  Do • The consumers act on the basis of emotional reactions, hedonic motivations • Intangible product attributes such as package design, advertising, • And Brand names Hierarchies of Effects

4 How Do We Form Attitude?

4 • We all have lots of attitudes • We are not born with the conviction • Ex. Pepsi is better than Coke • We forms attitude in several different ways, depending on the particular hierarchy of effects that operates • Ex. As in Chapter 3,attitude toward a brand due to classical conditioning – Pepsi name + a catchy jingle (you are in Pepsi generation) • Ex. Due to instrumental conditioning – you take a swig of Pepsi and it quenches your thirst How Do We Form Attitude?

4 Commitment to an attitude; the degree of commitment relates to the level of involvement with the attitude object All Attitudes Are Not Created Equal

4 THREE (increasing) levels of commitment: • Compliance • the lowest involvement, superficial – easy to change • We form an attitude because it helps us to gain rewards or avoid punishment • Identification • We form an attitude to conform to another person’s or group’s expectations • Imitating the behavior of desirable models • Internalization • The high level of involvement, deep seated attitudes, value system • Very difficult to change because they are so important All Attitudes Are Not Created Equal

5 The Consistency Principle?

5 • Why does a need to maintain consistency among all of our attitudinal components motivate us to alter one or more of them? The Consistency Principle

5 “Pepsi is my favorite soft drink. It tastes terrible”

5 “I love my boyfriend. He is the biggest idiot I have ever met”

5 Principle of Cognitive Consistency • Harmony among thoughts, feelings, and behaviors and a need to maintain uniformity among these elements • We change our thoughts, feelings, or behaviors to make them consistent with other experiences • A big factor is how well they fit with other related attitudes we already hold The Consistency Principle

5 • The Consistency Principle Theory of Cognitive Dissonance • When a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this “dissonance” • He perhaps change his attitude or modify his behavior to restore consistency • Ex. Conflict between attitudes toward a product or service and what we actually do or buy • Postpurchase Dissonance: consumers tend to find reasons to support for their decisions

5 • Do we always change our attitudes to be in line with our behavior because we are motivated to reduce cognitive dissonance? • Observing our own behavior to determine just what our attitudes are Self-Perception Theory

5 • The initial attitude acts as a frame of reference • We categorize new information in terms of this existing standard Social Judgment Theory

6 How Do Marketers Change Attitude?

6 • Persuasion – an active attempt to change attitudes • Basic psychological principles that influence people to change their minds or comply with a request; • Reciprocity – We are more likely to give if first we receive • Scarcity – Like people, items are more attractive when they are not available • Authority – Authoritative source is much more readily than less authoritative one • Consistency – people try not to contradict themselves in terms of what they do or say about that issue • Liking – we agree with those we like or admire How Do Marketers Change Attitude?

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Class 15 Attitudes and Persuasion