08_Attitudes_and_Persuasion_S1 - Chapter 7 Attitude and...

Chapter 7
Attitude and Persuasion

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

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)
–
Knowledge (need for meaning, order & structure)
•
Marketers emphasize the function a product
serves for consumers
3

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

Hierarchy of Effects
5

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

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

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 t if ica io n
C om p l ian ce
Degree of Commitment
8

Consistency Principle
•
Principle of cognitive consistency
–
We value/seek harmony among thoughts,
feelings, and behaviors
–
We will change components to make them
consistent
9

Cognitive Dissonance & Harmony
•
Conflict of attitudes
and behavior
motivates us to