Test 2 ADV Outline - Chapter 7 Attitudes and Persuasion...

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Unformatted text preview: Chapter 7 Attitudes and Persuasion Chapter Objectives • How Consumers Form Attitudes? • Attitudinal Models & Components • Need for Consistency • Self-Perception • Social-Judgment • Balance • Multi-attribute Models • The Communications Model • Source, Message, Channel, Receiver, Environment (SCREM) • ELM Power of Attitudes • Attitude: o A lasting, general evaluation of people, objects, advertisements, or issues • Attitude Object (Ao): o Anything towards which one has an attitude o Attitudes towards an any object Functional Theory of Attitudes • Utilitarian Function: o Relates to rewards and punishment Drink Diet Pepsi for Taste • Value-Expressive Function: o Expresses consumer’s values or self-concept Nike just do it identify with oneself • Ego-Defensive Function o Protect ourselves from external threats or internal feelings Deodorant, axe, Trojan • Knowledge Function: o Need for order, structure or meaning Gives info first then tries to sell you on it. Utilitarian Function Example: Evian: What Evian can do for your Body? http://www.youtube.com/watch?v=XQcVllWpwGs Value-Expressive Function: Nike: Just Do it Lifestyle http://www.youtube.com/watch?v=zSIRl_aIsA Ego-Defense Function Example: Trojan: Evolve http://www.youtube.com/watch?v=U6krr40mdHM Knowledge Function Example: Gardasil: I can be one less http://www.youtube.com/watch?v=hJ8x3KR75fA ABC Model of Attitudes • An attitude has three components: o Affect: the way a consumer feels about an attitude object. Feeling o Behavior: person’s intentions to do something with regard to an attitude object Doing o Cognition: beliefs a consumer has about an attitude object Thinking o CAB STANDARD PRIORITY OF HIERARCHY (cognition-affect-behavior or think-feel-do) o CBA LOW INVOLVEMENT PRIORITY (Cognition-behavior-affect or Think-Do-Feel) o BAC FORM ATTITUDES FROM EXPERIENCE (Behavior-Affect-Cognition or Do-Feel-Think) MORE STABLE THRU TIME CAN BE THE STRONGEST. Attitudes 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 o Ad: Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context. Attitude Commitment • Internalization: Highest Level: Deep-seeded attitudes become part of consumer’s value system • Identification: Mid-Level: attitudes formed in order to conform to another person or group • Compliance: Lowest-Level: consumer forms attitude because it gains rewards or avoids punishments. Consistency Principle • We value/seek harmony among thoughts, feelings, and behaviors • We will change components to make them consistent....
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This note was uploaded on 11/05/2010 for the course ADV 319 P 05535 taught by Professor Danaemanika during the Spring '10 term at University of Texas at Dallas, Richardson.

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Test 2 ADV Outline - Chapter 7 Attitudes and Persuasion...

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