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Chapters 5&6 ATTITUDE FORMATION AND CHANGE. Definition. Attitude : a relatively global and enduring evaluation of an object, issue, person, or action. INFLUENCES. What influences consumers’ attitudes toward specific products/brands?. Elaboration Likelihood Model.
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Definition Attitude:a relatively global and enduring evaluation of an object, issue, person, or action
INFLUENCES • What influences consumers’ attitudes toward specific products/brands?
Elaboration Likelihood Model Focus of model: Determining whether and under what conditions an individual will elaborate on (process) the key components of a persuasive message Main proposition: There is more than one way to skin a cat (i.e., there are two routes to persuasion) (1) central route: person focuses on key arguments in the persuasive communication and forms their attitude based on that (central) information (2) peripheral route: person focuses on something other than the key arguments in the persuasive communication and forms their attitude based on that (peripheral) information
The Elaboration Likelihood Model of Persuasion Exposure to Persuasive Communication Motivated to Elaborate? no Peripheral Route Processing yes no Able to Elaborate? yes Central Route Processing
The ELM: Detecting Central vs. Peripheral Processing • Cognitive Response Approach • Method for examining consumers’ cognitive processing of • ad messages • Central Route Processing indicated by: • (a) counterarguments (product) • (b) support arguments (product) • (c) source derogations • Peripheral Route Processing indicated by: • (a) curiosity statements • (b) ad execution thoughts
QUESTIONS Should ads always encourage central route processing? What ad design factors are most effective assuming central versus peripheral processing? Can marketers predict how an ad will be processed?
The Effects of Motivation on Attitude Formation • Central-route to persuasion • Peripheral-route to persuasion Cognitive Affective Cognitive Affective
TORA – Theory of Reasoned Action Expectancy-Value Model: Attitude Behavior High Effort-Cognitively Based Theories of Attitude • Cognitive Response Model
More Predictive of Behavioral Intentions Attitude Toward Eating Cheeks Attitude Specificity
Not too • full Belief Strength (bi) 2. Taste slimy 3. Get food poisoning Attitude Toward Eating Cheeks Salient Beliefs Evaluation (ei) Aact (biei) +2 +1 +2 +3 -2 -6 +1 -3 -3 -7
Normative Beliefs Strength Motivation to Comply (MCj) (NBj) SN (NBxMC) 1. Boss 2. Client 3. Colleague (jerk) Subjective Norms +3 +3 +9 +2 +3 +6 +2 -3 -6 +9
The Bottom Line BI = Aact + SN = = Decision: (-7) + (+9) +2 Buy!
TORA Model • Assumptions? • Insight into attitude change
The Effects of Motivation on Attitude Formation • Central-route to persuasion • Peripheral-route to persuasion Cognitive Affective Cognitive Affective
Operant Conditioning Behavior Cognitive Bases for Low- Motivation Attitudes • Simple inferences • Categorization • Brand name • Heuristics • Price/quality
Behavior Buy Dial Reinforcer Soft Skin Operant Conditioning: Attitude as a Reinforcer/Punisher
Affective Bases of Low- Motivation Attitudes • Mood • Classical Conditioning • The Mere Exposure Effect • Attitude toward the ad
Prior Research Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Exposed To Ad Not Exposed To Ad Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Positive Article Test: Attitude toward Ad: Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg +++
Experiment Task: Read Article or Do Nothing Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Test: Attitude toward: Emotionally Negative or Positive Article Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Exp. Ad Other Ads Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg
Experiment • Subjects were exposed to the same ad three times Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg • One group always read an emotionally negative article, and one group a positive article Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Emotionally Negative or Positive Article • What accounts for changes in attitude toward the ad? • Mood • Classical Conditioning • Mere Exposure Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg
Positive Article Negative Article Mood • Increases accessibility of mood congruent thoughts • Biasing effect on attitudes Exp. Ad Other Ads Exp. Ad Other Ads
Salivate Meat ? Bell Meat + Bell Salivate Salivate Bell Classical Conditioning
Positive Article Negative Article Classical Conditioning • Unconditioned Stimulus • Unconditioned Response • Conditioned Stimulus • Conditioned Response Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Emotionally Negative or Positive Article Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg Sdk sdahf skfhskdf kdsagfsakg
Positive Article Negative Article The Mere Exposure Effect • Exposure Facilitates subsequent processing • Without memory for the stimulus, this ease in processing is misattributed as liking.
Results Positive Article Negative Article Mood Classical Conditioning Mere Exposure
Attitude Toward the Ad (Aad) • Transfer of affect from ad to product • Dual Mediation Hypothesis
The Dual Mediation Hypothesis Ad Credibility - Brand Beliefs Aad Ab
Explicit vs. Implicit Attitudes • Explicit –Attitudes that operate in a conscious mode and typically measured by self-report tasks • Deliberative requiring motivation & opportunity • Implicit –Attitudes that can not be introspectively identified or not likely to be expressed • Spontaneous requiring no motivation or opportunity
Explicit vs. Implicit Attitudes One’s Attitude toward Men and Women: Family versus Career Family (home) Female (Julia) Career (Business) Male (Ben) e i Family (home) Male (Ben) Career (Business) Female (Julia) e i https://implicit.harvard.edu/implicit/