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

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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
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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
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(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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