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Chapters 5&6 ATTITUDE FORMATION AND CHANGE

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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Chapters 5&6 ATTITUDE FORMATION AND CHANGE

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  1. Chapters 5&6ATTITUDE FORMATION AND CHANGE

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

  3. INFLUENCES • What influences consumers’ attitudes toward specific products/brands?

  4. 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

  5. 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

  6. 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

  7. 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?

  8. The Effects of Motivation on Attitude Formation • Central-route to persuasion • Peripheral-route to persuasion Cognitive Affective Cognitive Affective

  9. High Effort Affect

  10. TORA – Theory of Reasoned Action Expectancy-Value Model: Attitude  Behavior High Effort-Cognitively Based Theories of Attitude • Cognitive Response Model

  11. Theory of Reasoned Action

  12. More Predictive of Behavioral Intentions Attitude Toward Eating Cheeks Attitude Specificity

  13. 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

  14. 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

  15. The Bottom Line BI = Aact + SN = = Decision: (-7) + (+9) +2 Buy!

  16. TORA Model • Assumptions? • Insight into attitude change

  17. The Effects of Motivation on Attitude Formation • Central-route to persuasion • Peripheral-route to persuasion Cognitive Affective Cognitive Affective

  18. Operant Conditioning Behavior Cognitive Bases for Low- Motivation Attitudes • Simple inferences • Categorization • Brand name • Heuristics • Price/quality

  19. Behavior Buy Dial Reinforcer Soft Skin Operant Conditioning: Attitude as a Reinforcer/Punisher

  20. Affective Bases of Low- Motivation Attitudes • Mood • Classical Conditioning • The Mere Exposure Effect • Attitude toward the ad

  21. 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 +++

  22. 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

  23. 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

  24. Positive Article Negative Article Mood • Increases accessibility of mood congruent thoughts • Biasing effect on attitudes Exp. Ad Other Ads Exp. Ad Other Ads

  25. Salivate Meat ? Bell Meat + Bell Salivate Salivate Bell Classical Conditioning

  26. 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

  27. 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.

  28. Results Positive Article Negative Article Mood Classical Conditioning Mere Exposure

  29. Attitude Toward the Ad (Aad) • Transfer of affect from ad to product • Dual Mediation Hypothesis

  30. The Dual Mediation Hypothesis Ad Credibility - Brand Beliefs Aad Ab

  31. 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

  32. 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/

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