Chapter 3 Beliefs Based Models of Attitude

1. Chapter 3 • Beliefs Based Models of Attitude

2. Live and let buy— (and you thought spam was bad…) • Ford paid $35 million to bounce BMW as the film’s car sponsor • 1995’s Goldeneye’s cost of $50 million was offset by half by product placement • Companies may pay up to $100 million in promotional support beyond what they paid to have it placed in the movie • Bond as a global icon shaves with a Norelco Spectra, in the light of Schonbek Crystal Chandeliers, while Halle Barry wears Revlon makeup • There are cameos of other products: Finlandia Vodka; Omega watches; Versace, Brioni, & gucci clothing; LaPerla bikinis; Tatteossian cufflinks, Philips electronics; Tiffany diamonds; Bollinger champagne; etc… Product Placement News

3. Why the shift? • Trends predict an increase of 20% (19 million) of TV households will have some sort of personal video recorder (PVR) such as TIVO and Replay that eliminate the 30” commercial • Movies and hot TV movies that position products have exceptionally high market rate • 97% of children have products and toys based on TV or movie characters • Advertising and entertainment is beginning to merge (even news stations) • Diverse audiences need to be accessed by multiple channels– product placement everywhere!

4. The Persuasion Process

5. The copier request study “Excuse me, may I use the Xerox machine, because I’m late to class?” “Excuse me, may I use the Xerox machine?” 94% compliance “Excuse me, may I use the Xerox machine, because I have to make some copies?” 60% compliance 93% compliance

6. Dissonance Tasks Group 1 Paid only $1 Paid $20 Group 2 Question: Which Group reported liking the task more? Participants complete a boring task

7. Cognitive Dissonance • psychological discomfort caused by inconsistencies among a person’s beliefs, attitudes, and actions • varies in intensity based on importance of issue and degree of inconsistency • induces a “drive state” to avoid or reduce dissonance by changing beliefs, attitudes, or behaviors and thereby restore consistency Applications: Tendency to avoid information can be countered by eliciting interest, norm of fairness, or perceive usefulness of information Post-decision “buyer’s remorse” may be increased by importance or difficulty or irreversibility of decision Counter-attitudinal action, freely chosen with little incentive or justification, leads to attitude change (e.g., new product at special low price)

8. Persuasion Strategies: “Foot-in-the-Door” & “Door-in-the-Face” • FITD: First request accepted, then target request • Start with small favor • Responder identifies with first condition & more • likely to respond to second • self-oriented appeal and performance incentives • kill FITD • Longer lasting • DITF: First request refused, then target request • Start with large favor to be rejected • Second favor small, likely to compromise & be polite • Delay and self-oriented appeal kills DITF • Easier to do

9. The Persuasion Pitch • Attention Getting • Ad, promo, announcement • physical, emotional, cognitive attention-getters • Confidence Building (credibility & trust) • expertise (authority figures) • sincerity (smiles, gestures) • benevolence (brand names, associations) • Desire (need for change or product) • praise the product (quality, efficiency, etc.) • promise audience benefits (needs) • Urgency (act quickly) • elicit emotional response to rush without thinking • deadlines, emergencies, sales • Action (desired behavior) • trigger words (“vote,” “buy.” etc.) • devices: coupons, contests, sweepstakes, 800 #

10. Persuasion Tactics Reciprocation: Give & Take, gifts & prizes, free, samplers Commitment & consistency: careful decision & justify, bait & switch, FITD, 30-day trial period Comparison & contrast: everyone else does it, canned laughter, salting collection plate, audience ringers, presigned contributors, testimonials, my idea is better because… Likeability: attractiveness, similarity, compliment, nice, Tupperware parties, Mary Kay cosmetics, celebrities Authority: title, office, uniform, expert, degree, “I’m no doctor but I play one on TV…,” doctors agree… Card stacking: one-sided information, list, testimonials Scarcity: limited quantity makes it valuable, limited time only, first come first served Demonstration: See how easy, you can do it too, look how nice

11. Audience Tactics • they care about topic • if you fail they will actively work against you • scale back goal (won’t convince them) • approach indirectly; don’t give away reasoning— • make them think along with you Strongly Hostile • adversely convinced but not actuated • build appeal on logic • appear objective Weakly Hostile • Uninformed: time to inform, scale back goal • Consciously neutral: self-restraint, use logic • Apathetic: arouse feelings, provide support No Opinion • because they know they may become bored • may become insulted with basics • persuade to follow specific course of action • convince of the practicality of the action Favorable

12. Providing Argument & Evidence • Reasoning • avoid generalizing about what everyone knows • have prepared examples, statistics, quotes • sequence argument logically • use sources that are credible to audience • Emotion • use language that arouses emotion • focus emotional appeals on major points • use vivid descriptions & explanations • build credibility • deliver evidence in a confident, convincing manner

13. Elaboration Likelihood Method (ELM) Of Persuasion Or, what you think is what you get…

16. Motivated to Process? • personal relevance • personal importance • personal responsibility • dissonance arousal • need for cognition • repetition Ability to Process? • cognitive complexity • critical thinking • distraction free • low arousal • appropriate schema • message pace • repetition • issue familiarity Nature of Active Cognitive Processing: (initial attitude, argument quality, etc.) Favorable Thoughts Predominate Unfavorable Thoughts Predominate Neither or Neutral Predominate Enduring positive attitude change (persuasion) Enduring negative attitude change (boomerang) Persuasive Communication • Attitude Shift: • short-lived • susceptible to influence • unpredictable • Peripheral Cues Present? • reciprocity (obligated, did a favor) • consistency (way it’s done, similar to before) • social proof (peer pressure, conformity) • liking (attractiveness, friendliness) • celebrity (identification, prestige) • authority (expertise, experience, credibility) • rapid speech, forceful presentation, charismatic style • scarcity (limited time offer) • tangible rewards • appealing visuals & music (emotional arousal) • fear appeal • weak counter-arguments Retain or Regain Initial Attitude Cognitive Structure Change: Are new cognitions adopted and stored in memory? Are different responses made salient than previously? • greater persistence • resistant to counterattacks & fading • predictive of behavior • > brand memory • > elaboration • >usage intention • > attitude accessibility • > attitude confidence • > attitude-behavior consistency

17. back to Attitudesback to 7670 Homepage Write in the number that best fits your view:                                1                        2                      3                   4                         completely            mostly             mostly          completely                         false                      false                true              true _____1.   I would prefer complex to simple problems. _____2.   I like to have the responsibility of handling a situation that requires a lot of thinking. _____3.   Thinking is not my idea of fun. * _____4.   I would rather do something that requires little thought than something that is sure to                 challenge my thinking abilities. * _____5.   I try to anticipate and avoid situations where there is likely chance I will have to think                 in depth about something. * _____6.   I find satisfaction in deliberating hard and for long hours. _____7.   I only think as hard as I have to. * _____8.   I prefer to think about small, daily projects to long-term ones. * _____9.   I like tasks that require little thought once I’ve learned them. * _____10. The idea of relying on thought to make my way to the top appeals to me. _____11. I really enjoy a task that involves coming up with new solutions to problems. _____12. Learning new ways to think doesn’t excite me very much. * _____13. I prefer my life to be filled with puzzles that I must solve. _____14. The notion of thinking abstractly is appealing to me. _____15. I would prefer a task that is intellectual, difficult, and important to one that is somewhat                 important but does not require much thought. _____16. I feel relief rather than satisfaction after completing a task that required a lot of mental                 effort. * _____17. It’s enough for me that something gets the job done; I don’t care how or why it works. * _____18. I usually end up deliberating about issues even when they do not affect me personally. Need for Cognition Scale

18. Sleeper Effect: • when secondary source becomes more credible than primary source over time • persuasion may increase over time with a weak source • forget the source but remember the message • not if source is learned prior to the message (will ignore or boas processing) Example: Attack ads during political campaigns

19. Foot in the door… First make a small request, then when granted, make a larger (more desirable) request • works best with prosocial/altruistic requests • works best if no extra incentives are offered • 10% improvement over simple request, 20% if no incentive • works by cognitive dissonance & self esteem

20. Door in the face… Make a large request, then when it is refused, make a smaller (more desired) request • more effective if prosocial/altruistic (do it for everybody) than selfish • should be no delay between requests • slight delay produces 10% improvement, no delay 20% • works by reciprocal concessions