08_Attitudes_and_Persuasion_S1

08_Attitudes_and_Persuasion_S1 - Chapter 7 Attitude and...

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Chapter 7 Attitude and Persuasion
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The Power of Attitudes Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object ( AO ) Help to determine a number of preferences and actions 2
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Functional Theory of Attitudes Katz: Attitudes exist because they serve some function Determined by a person’s motives Attitude functions: Utilitarian (reward and punishment) Value-expressive (consumer’s values or self concept) Ego-defensive (protect person from threats) Marketers emphasize the function a product serves for consumers 3
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ABC Model of Attitudes Three interrelated attitude components: Affect (feeling) Behavior (intentions) Cognition (beliefs about object) Hierarchy of effects Relative impact/importance of attitude components depends on consumer’s motivation toward attitude object 4
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Hierarchy of Effects 5
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Hierarchy of Effects Standard Learning Hierarchy Results in strong brand loyalty Assumes high consumer involvement Low-Involvement Hierarchy Consumer does not have strong brand preference Consumers swayed by simple stimulus-response connections Experiential Hierarchy Consumers’ hedonic motivations and moods Emotional contagion 6
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Attitude Toward the Ad We form attitudes toward objects other than the product that can influence our product selections We often form product attitudes from its ads Aad : attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context 7
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Attitude Commitment Degree of commitment is related to level of involvement with attitude object In te rn a l iza t io n Id en if ica C om p ian ce Degree of Commitment 8
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Consistency Principle Principle of cognitive consistency We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent 9
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Conflict of attitudes
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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08_Attitudes_and_Persuasion_S1 - Chapter 7 Attitude and...

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