LO 2 - misweb

Chapter 7 Attitudes and Attitude Change

BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.

Learning Outcomes LO1

Define attitudes and describe attitude components.

LO2

Comprehend the major consumer attitude models.

LO3

Describe attitude change theories and their role in persuasion.

LO4

Understand how message and source effects influence persuasion.

© 2009 South-Western, a division of Cengage Learning.

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LO1

Attitudes defined

Relatively enduring overall evaluations of objects, products, services, issues, or people.

© 2009 South-Western, a division of Cengage Learning.

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LO1

ABC Approach to Attitudes Idea that attitudes have 3 components: 1. 2. 3.

Affect: “I really like my Honda Civic.” Behavior: “I always buy Honda products.” Cognition: “My Honda Civic gets good gas mileage.”

And these components tend to be consistent with each other. Although there are exceptions… © 2009 South-Western, a division of Cengage Learning.

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LO1 Hierarchy of Effects Beliefs (Cognitions): subjective judgments about the relationship between two or more things; based on knowledge Affect: represent our feelings; what we like and dislike

Behavioral intentions: how we think we’ll act or behave in the future Behavior: for our purposes, the actual act of purchase, or the act Of shopping, or the act or using the product… © 2009 South-Western, a division of Cengage Learning.

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LO2

Consumer Attitude Models

How do consumers select a fitness center? © 2009 South-Western, a division of Cengage Learning.

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LO2

Attitude Toward the Object Model Beliefs about a product’s attributes or characteristics are important because they determine the favorability of one’s attitude toward the object. (cognitive component of attitudes) Ab = Σ(bi * ei) Ab = attitude toward the brand bi = belief that the brand possesses attribute i ei = evaluation or desirability of attribute i i = attribute 1,2, etc. Σ= overall attitude is based on the summed set of beliefs about the brand’s attributes and the consumer’s evaluations of those attributes © 2009 South-Western, a division of Cengage Learning.

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Exhibit 7.3: Attitude-toward-the-Object LO2 Model Applied to Fitness Center Choice

© 2009 South-Western, a division of Cengage Learning.

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LO2

Behavioral Intentions Model – The Theory of Reasoned Action Behavioral intentions = Attitudes + Subjective Norms BI = (Ao) + NB + MC 

BI = behavioral intentions  “How likely would you be to purchase Coca-Cola Classic in the future?” Definitely will buy, probably will buy, probably will not buy, definitely will not buy as scale choices

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NB = normative beliefs = what you believe important, respected people would want you to do  “My family believes that Brand A is the best brand on the market” Scale ranges from Strongly Agree to Strongly Disagree

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MC = motivation to comply = how likely are you to follow what the important people think you should do?  “I am likely to buy what my family thinks I should buy” Scale ranges from Strongly Agree to Strongly Disagree 7-9

LO2

Exhibit 7.4 Behavioral Intentions Model

© 2009 South-Western, a division of Cengage Learning.

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LO3

Attitude Change Theories • Persuasion: refers to specific attempts to change attitudes. • Examples of persuasion techniques: – ATO approach – Balance Theory approach

© 2009 South-Western, a division of Cengage Learning.

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LO3

Attitude-Toward-the-Object Approach Change beliefs

Remember the formula: Ab = Σ(bi * ei)

Add beliefs about new attributes Change evaluations

© 2009 South-Western, a division of Cengage Learning.

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LO3

Example of changing beliefs: À votre santé!

The belief that wine is healthy can lead people to like it more. © 2009 South-Western, a division of Cengage Learning.

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LO3

Changing Attitudes via Balance Theory

Balance theory applies to celebrity endorsements. © 2009 South-Western, a division of Cengage Learning.

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LO4

Message and Source Effects and Persuasion Message Effects The appeal of a message and its construction. Source Effects Characteristics of the person or character delivering a message.

© 2009 South-Western, a division of Cengage Learning.

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LO4

Exhibit 7.8 Basic Communication Model

© 2009 South-Western, a division of Cengage Learning.

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LO4

Message Appeal and Source Effects • Message appeal – – – –

Sex Humor Fear Emotional

• Message construction

• Source effects – – – –

Credibility Attractiveness Likeability Meaningfulness • Match-up hypothesis – a source feature is most effective when it is matched with relevant products.

© 2009 South-Western, a division of Cengage Learning.

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LO4

Message Appeal

Humorous ads can attract attention and create a positive mood.

© 2009 South-Western, a division of Cengage Learning.

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LO4

Source Effects • Credibility • Attractiveness • Likeability • Meaningfulness

© 2009 South-Western, a division of Cengage Learning.

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