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Attitudes, Intentions, and Behavior II

Attitudes, Intentions, and Behavior II. MKT 750 Dr. West. Agenda. Discuss the Tivo Case More on Attitudes Hierarchy of Effects ELM The role of consistency FCB Grid. Evaluation of Product Attributes. Overall Product Evaluation. Intention to Buy. Brand Beliefs. Behavior.

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Attitudes, Intentions, and Behavior II

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  1. Attitudes, Intentions, and Behavior II MKT 750 Dr. West

  2. Agenda • Discuss the Tivo Case • More on Attitudes • Hierarchy of Effects • ELM • The role of consistency • FCB Grid

  3. Evaluation of Product Attributes Overall Product Evaluation Intention to Buy Brand Beliefs Behavior Theory of Reasoned Action:AMulti-Attribute Model (ei) (bi) (Ao) (BI) (B) Social Norms n Ao = S bi ei + SN(Fishbein & Azjen) i =1

  4. Components of Attitudes • Affect • the way a consumer feels about an attitude object (favorable/unfavorable) • Behavior • the consumer’s intention to do something with regard to the attitude object • Cognition • refers to the beliefs (know) a consumer has about an attitude object.

  5. The rest of the story… • What’s missing from Fishbein’s “Theory of Reasoned Action” • Attitudes = F(Beliefs, Evaluations, Social Norms) • Where do our attitudes come from? • Friends and family • Personal experience • Observation • Media & Advertising

  6. Hierarchy of Effects High-Involvement Hierarchy: Cognition Affect Behavior Low-Involvement Hierarchy: Cognition Behavior Affect Experiential Hierarchy: Affect Behavior Cognition Know Feel Do Know Do Feel Feel Do Know

  7. Elaboration Likelihood Model • Cognitive responses occur while reading, viewing, or listening to an ad. • Message related thoughts • Supporting arguments and Counterarguments • Source-oriented thoughts • Source Bolstering and Source Derogation • Ad execution thoughts • Reactions or feelings toward the ad

  8. Elaboration Likelihood Model • The frequency and nature of responses determine whether attitude change has occurred

  9. Persuasive Communication Temporary attitude shift • Motivated to Process? • Involvement • Relevance, etc. Yes No • Peripheral cue present? • Source characteristics • Visual imagery • Executional elements Yes No • Ability to Process? • Issue familiarity • Arousal, etc. Yes No Nature of Cognitive Processing Mostly Mostly Mostly Favorable Unfavorable Neutral Thoughts Thoughts Thoughts Retain Initial attitude • Cognitive Structure Change • New cognitions adopted • Different responses No Elaboration Likelihood Model Yes Yes Persuasion: enduring positive attitude change Boomerang: enduring negative attitude change

  10. Persuasive Communication • Elaboration Likelihood Model: • Central Route to Persuasion • Opinions are sensitive to the strength/quality of information presented • Ad providing relevant information or images will lead to more favorable opinions • Motivated to Process? • Involvement • Relevance, etc. Yes • Ability to Process? • Issue familiarity • Arousal, etc. Yes Nature of Cognitive Processing Mostly Mostly Mostly Favorable Unfavorable Neutral Thoughts Thoughts Thoughts • Cognitive Structure Change • New cognitions adopted • Different responses Yes Yes Persuasion: enduring positive attitude change Boomerang: enduring negative attitude change

  11. Persuasive Communication Temporary attitude shift • Motivated to Process? • Involvement • Relevance, etc. Yes No • Peripheral cue present? • Source characteristics • Visual imagery • Executional elements Yes No • Ability to Process? • Issue familiarity • Arousal, etc. No • Elaboration Likelihood Model: • Peripheral Route to Persuasion • Aad (attitude toward the ad) impacts consumers’ opinion/feelings about a product • Cues devoid of product-relevant information (peripheral cues) shape consumer behavior Retain Initial attitude

  12. The Role of Consistency: • Cognitive Consistency Principle: • We value harmony among our thoughts, feelings, and behavior • Attitudes are not formed in a vacuum but are evaluated relative to how they fit with related attitudes

  13. The Role of Consistency: • Theory of Cognitive Dissonance: • When confronted with attitude inconsistency we seek to resolve the dissonance created by changing our attitude or our behavior • Example: • “I know smoking causes cancer” • “I smoke cigarettes” • How do smokers resolve this inconsistency?

  14. The Role of Consistency: • Theory of Cognitive Dissonance: • Explains why consumers’ evaluation of a product tend to increase afterpurchase, and why they seek support for their decisions. • What can marketers do to assist?

  15. FCB: Implications for Advertising MOTIVES FOR PURCHASING Think Feel Insurance Sports Car HighEconomy Cars Perfume Tires Wine Credit Cards INVOLVEMENTMedications Sun-Tan Lotion Pizza LowLiquid Bleach Beer Razors Soft Drinks Paper Towels Foote Cone & Belding Grid I II III IV

  16. Foote Cone & Belding Grid I II III IV Quadrant I: Informational approach emphasizing performance Quadrant II: Emotional appeals linked to self-image Quadrant III: Repetitive appeals (maintain awareness and encourage repeat purchase) Quadrant IV: Apply classical conditioning (develop continuity between a symbol and the product)

  17. Involvement Paradox • The moreimportant the product is to the consumer, the less influence advertising has on attitude • The less important the product is to consumer, the more impact marketing stimuli (e.g. packaging, jingles) have on behavior

  18. Assignment • Read Chapters 9 & 12

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