Chapter 7 Attitudes and Persuasion

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Chapter 7

Attitudes and Persuasion

CONSUMER BEHAVIOR, 9eMichael R. Solomon

Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior

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The Power of Attitudes

• A lasting, general evaluation of people, objects, advertisements, or issues

• Attitude Object

• anything toward which one has an attitude

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Functional Theory of Attitudes

UTILITARIANFUNCTION:

Relates to rewards and punishments

VALUE-EXPRESSIVE FUNCTION:

Expresses consumer’s values or self-concept

EGO-DEFENSIVEFUNCTION:

Protect ourselves from external threats

or internal feelings

KNOWLEDGEFUNCTION:

Need for order, structure, or meaning

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ABC Model of Attitudes

• Three components of an attitude:

• Affect

• Behavior

• Cognition

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Figure 7.1

Hierarchies of Effects

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Attitude Toward the Advertisement

• We form attitudes toward objects other than the product that can influence our product selections

• We often form product attitudes from its ads

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Attitude Commitment

COMPLIANCEConsumer forms attitude because it gains

rewards or avoids punishments

IDENTIFICATIONAttitudes formed in order to conform

to another person or group

INTERNALIZATIONDeep-seeded attitudes become

part of consumer’s core value system

HIGH

LOW

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Consistency Principle

• We seek harmony among our thoughts, feelings, and behaviors

• We will change components to make them consistent

• We take action to resolve dissonance when our attitudes and behaviors are inconsistent

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Self-Perception Theory

DOOR-IN-THE-FACE TECHNIQUE

Person is first asked to do something extreme (which he refuses) then is asked to do something smaller

LOW-BALL TECHNIQUE

Person is asked for a small favor and is informed after agreeing to it that it will be very costly

FOOT-IN-THE-DOOR TECHNIQUE

Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request

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Social Judgment Theory

• We assimilate new information about attitude objects in light of what we already know/feel

• Initial attitude = frame of reference

• Latitudes of acceptance and rejection

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Balance Theory

• Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency

• Triad attitude structures:

• Person

• Perception of attitude object

• Perception of other person/object

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Multiattribute Attitude Models

• Consumer’s attitudes toward an attitude object depend on beliefs she has about the object’s attributes

• Three elements of multiattribute

• Attributes

• Beliefs

• Importance weights

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The Fishbein Model

Salient Beliefs

Object-Attribute Linkages

Evaluation (of Important Attributes)

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Strategic Marketing Applications of the Multiattribute Model

Capitalize on Relative Advantage

Strengthen Perceived Linkages

Add a New Attribute

Influence Competitor’s Ratings

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How Do Marketers Change Attitudes?

Reciprocity Scarcity

Authority Consistency

Liking Consensus

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How do we communicate to our consumers?

• Who will be source of message?

• How should message be constructed?

• What media will transmit message?

• What target market characteristics will influence ad’s acceptance?

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Figure 7.4

The Traditional Communications Model

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Figure 7.5

An Updated Communications Model

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Types of Message Appeals

Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals

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Message As Art Form

• Advertisers use literary elements to communicate benefits and meaning

• Allegory

•Metaphor

• Simile

• Resonance

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Figure 7.7

Elaboration Likelihood Model

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MKT 342: Consumer BehaviorKey Concepts: Chapter 7• Power of attitudes• Functional theory of attitudes• ABC model of attitudes• Hierarchies of effects• Attitude commitment• Consistency principles• Self-perception theory• Social judgment theory• Balance theory• Multiattribute attitude models• Fishbein model• Strategic marketing applications of the multiattribute model• Different ways that marketers change attitudes• Traditional & updated communications model• Types of message appeals• Message as art form• Elaboration Likelihood model