Solomon cb12 Inppt 08

8
Attitudes & Persuasive

Communications
CONSUMER
BEHAVIOR, 12e
Michael R. Solomon
Copyright © 2017 Pearson Education, Inc.

8-1
Chapter Objectives
1. It is important for consumer researchers
to understand the nature and power of
attitudes.
2. Attitudes are more complex than they first
appear.
3. We form attitudes in several ways.

8-2
Chapter Objectives (Cont.)
4. A need to maintain consistency among all
of our attitudinal components motivates
us to alter one or more of them.
5. Attitude models identify specific
components and combine them to predict
a consumer’s overall attitude toward a
product or brand.

8-3
6. The communications model identifies
several important components for
marketers when they try to change
consumers’ attitudes toward products and
services.
7. The consumer who processes such a
message is not necessarily the passive
receiver of information marketers once
believed him to be.
8-4
8. Several factors influence a message
source’s effectiveness.
9. The way a marketer structures his or her
message determines how persuasive it
will be.
10. Many modern marketers are reality
engineers.

8-5
11. Audience characteristics help to
determine whether the nature of the source
or the message itself will be relatively more
effective.

8-6
Learning Objective 1
It is important for consumer researchers to
understand the nature and power of
attitudes.

8-7
The Power of Attitudes
• Attitude: a lasting, general evaluation of
people, objects, advertisements, or issues
• Attitude object (A ): anything toward which
O
one has an attitude

8-8
Functional Theory of Attitudes
UTILITARIAN VALUE-EXPRESSIVE
FUNCTION: FUNCTION:
Relates to rewards Expresses consumer’s

and punishments values or self-concept
EGO-DEFENSIVE
KNOWLEDGE
FUNCTION:
FUNCTION:
Protect ourselves from
Need for order, structure,
external threats
or meaning
or internal feelings

8-9
AC Delco
2-12
2-13
2-14
Bilgi İşlevi
Attitudes are more
complex than they
first appear.

8-16
Hierarchies of Effects
• High-involvement hierarchy assumes
that a person approaches a product
decision as a problem-solving process.
• Low-involvement hierarchy assumes
that the consumer initially doesn’t have a
strong preference for one brand over
another; instead, he or she acts on the
basis of limited knowledge and forms an
evaluation only after he or she has bought
the product.
8-17
• Experiential hierarchy of effects: we act
on the basis of our emotional reactions
• Cognitive-affective model: an emotional
reaction is just the last step in a series of
cognitive processes that follows sensory
recognition of a stimulus and retrieval of
information from memory that helps to
categorize it

8-18
• Independence hypothesis: affect and
cognition are separate systems so that it’s
not always necessary to have a cognition
to elicit an emotional response.

8-19
Figure 8.1: Three Hierarchies of Effects

8-20
For Reflection
• Share a decision you made following the
three learning hierarchies:
o Think Feel Do
o Do Feel Think
o Feel Do Think

8-21
We form attitudes in several ways.

8-22
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

8-23
For Reflection
• Share a commitment you’ve made at each
of the three levels of commitment:
o Internalization
o Identification
o Compliance
• Can you feel the variations in commitment

for the three types? Explain.

8-24
A need to maintain consistency among all
of our attitudinal components often
motivates us to alter one or more of them.

8-25
Consistency Principle
• We value/seek harmony among thoughts,
feelings, and behaviors
• We will change components to make them
consistent
• Relates to the theory of cognitive
dissonance – we take action to resolve
dissonance when our attitudes and
behaviors are inconsistent

8-26
Self-Perception Theory
• Self-perception theory assumes that we
observe our own behavior to determine
just what our attitudes are. We infer the
attitude from our behavior.
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
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after
agreeing to it that it will be very costly.
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

8-28
We assimilate new information about
attitude objects in light of what we already
know/feel
• Initial attitude = frame of reference

8-29
o Assimilation effects: messages that fall
within the latitudes are deemed consistent
even if they are not.
o Contrast effects: messages that fall outside
our latitude of acceptance are rejected
even if they are not that different.
o Example: “Choosy mothers choose Jif
Peanut Butter”

8-30
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
8-31
Balance Theory

8-32
Attitude models identify specific components
and combine them to predict a consumer’s
overall attitude toward a product or brand.

8-33
A Multiattribute Attitude Model: The
Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation

8-34
Marketing Applications
of the Multiattribute Model

8-35
Marketing Applications
of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitor’s Ratings

8-36
The Extended Fishbein Model:
The Theory of Reasoned Action
• Intentions versus behavior: measure

behavioral intentions, not just intentions
• Social pressure: acknowledge the power
of other people in purchasing decision
• Attitude toward buying: measure attitude
toward the act of buying, not just the
product

8-37
Theory of Trying
• It states that we should replace the
criterion of behavior in the reasoned action
model with trying to reach a goal.
• As the figure shows, this perspective
recognizes that additional factors might
intervene between intent and
performance.

8-38
Figure 8.3 Theory of Trying

8-39
How Do Marketers Change Attitudes?
Reciprocity Scarcity
Authority Consistency
Liking Consensus

8-40
Reciprocity Scarcity
• we are more likely to • people tend to find

give if we first receive. things that are not
readily available more
desirable.

8-41
Authority Consistency
• we tend to believe • we try not to

authoritative sources. contradict what we’ve
said before.

8-42
Liking Consensus
• we will agree with • we will consider what

those we like or others do before we
admire. decide what to do.

8-43
The communications model identifies
several important components for marketers
when they try to change consumers’
attitudes toward products and services.

8-44
An Updated View:
Interactive Communications
Figure 8.4 The Traditional Communications Model

8-45
For Reflection
• In what kinds of situations would the
traditional communications model work
less effectively?

8-46
The consumer who processes a message is
not necessarily the passive receiver of
information marketers once believed him or
her to be.

8-47
Figure 8.5
Updated Communications Model

8-48
New Message Formats
M-commerce - marketers promote goods
and services via wireless devices.
New social media platforms:
• Blogs and video blogs
• Podcasts
• Twitter
• Virtual worlds

8-49
Several factors influence the effectiveness
of a message source.

8-50
The Source
• Source credibility
• Disclaimers supply additional information
the advertiser is required to provide.
• Sleeper effect is when after a while, people
appear to “forget” about the negative source
and change their attitudes anyway.
• Native advertising refers to digital
messages designed to blend into the editorial
content of the publications in which they
appear. 8-51
The Source
• Knowledge bias
• a source’s knowledge about a topic is not accurate
• Reporting bias
• a source has the required knowledge, but his or her
willingness to convey it accurately is compromised
• Source attractiveness
• The source’s perceived social value
• This quality can emanate from the person’s physical
appearance, personality, social status, or his or her
similarity to the receiver
8-52
The Source
• Celebrity endorsements
• Halo effect :persons who rank high on one
dimension excel on others as well.
• A physically attractive source tends to
facilitate attitude change.
8-53
The way a marketer
structures his or her
message determines
how persuasive it will
be.

8-54
Decisions to Make About the Message
• Should we use pictures or words?
• How often should message be repeated?
• Should it draw an explicit conclusion?
• Should it show both sides of argument?
• Should it explicitly compare product to
competitors?
• Should it arouse emotions?
• Should it be concrete or based on
imagery?
8-55
The Message
Characteristics of Good and Bad Messages
Positive Effects Negative Effects
Showing convenience of Extensive information on
use components, ingredients,
nutrition
Showing new Outdoor setting (message
product/improved features gets lost)
Casting background (i.e., Large number of onscreen
people are incidental to characters
message)
Indirect comparison to Graphic displays
other products
Repeating the Message
Figure 8.6 Two -Factor Theory of Message Repetition

8-57
How Do We Structure Arguments?
• One-sided: supportive arguments
• Two-sided: both positive and negative
information
• Refutational argument: negative issue is
raised, then dismissed
• Positive attributes should refute
presented negative attributes
• Effective with well-educated and not-yet-
loyal audiences
8-58
Comparative Advertising
Comparative advertising: message
compares two+ recognizable brands on
specific attributes.
• “Unlike McDonalds, all of Arby's chicken
sandwiches are made with 100% all-
natural chicken”
• Negative outcomes include source
derogation

8-59
Product Placement
and Branded Entertainment
• Insertion of specific products and use of

brand names in movie/TV scripts
• Directors incorporate branded props for
realism
• Is product placement a positive or
negative when it comes to consumer
decision-making?

8-60
Advergaming
• Advergaming refers to online games
merged with interactive advertisements
• Advertisers gain many benefits with
advergames

8-61
Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals

8-62
For Reflection
• Old Spice used a sex/humor appeal in its
campaign, The Man Your Man Could
Smell Like.
• What benefits were communicated in the
ad?
• Is the message implicit or explicit?
Explain.

8-63
Many modern marketers are reality
engineers.

8-64
Audience characteristics help to determine
whether the nature of the source or the
message itself will be relatively more
effective.

8-65
ELM
Figure 8.7 The Elaboration Likelihood Model (ELM) of Persuasion

8-66
Chapter Summary
• Attitudes are very powerful, and they are
formed in several ways.
• People try to maintain consistency among
their attitudinal components and their
attitudes and behaviors.
• The communications model includes
several important components which can
be influenced by marketers to enhance the
persuasiveness of the message.
8-67
Chapter Summary
• The communications model identifies
several important components for
marketers when they try to change
consumers’ attitudes toward products and
services.
• The consumer who processes such a
message is not necessarily the passive
receiver of information marketers once
believed him to be.
8-68
Chapter Summary
• Several factors influence a message
source’s effectiveness.
• The way a marketer structures his
message determines how persuasive it will
be.
• Audience characteristics help to determine
whether the nature of the source or the
message itself will be relatively more
effective.
8-69
2-70

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8

Attitudes & Persuasive

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

one has an attitude

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Relates to rewards Expresses consumer’s

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Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

• Can you feel the variations in commitment

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Capitalize on Relative Advantage

Strengthen Perceived Linkages

Add a New Attribute

Influence Competitor’s Ratings

Copyright © 2017 Pearson Education, Inc.

• Intentions versus behavior: measure

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

• we are more likely to • people tend to find

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• we tend to believe • we try not to

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• we will agree with • we will consider what

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.

• Insertion of specific products and use of

Copyright © 2017 Pearson Education, Inc.

Copyright © 2017 Pearson Education, Inc.