Attitudes and Persuasion: Consumer Behavior, 9E

Chapter 7
Attitudes and Persuasion
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
08/26/15
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-1
Chapter Objectives
When you finish this chapter, you should
understand why:
Its important for consumer researchers to

understand the nature and power of
attitudes.
Attitudes are more complex than they first

appear.
We form attitudes in several ways.

08/26/15
7-2
Chapter Objectives (continued)

understand why:
A need to maintain consistency among all of

our attitudinal components motivates us to
alter one or more of them.
We use attitude models to identify specific

components and combine them to predict a
consumers overall attitude toward a product
or brand.
08/26/15
7-3

understand why:
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.
08/26/15
7-4

understand why:
Several factors influence a message sources

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.
08/26/15
7-5
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
08/26/15
7-6
Functional Theory of Attitudes

UTILITARIAN
FUNCTION:
VALUE-EXPRESSIVE
FUNCTION:
Relates to rewards
and punishments
Expresses consumers
values or self-concept
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from
external threats
or internal feelings
08/26/15
KNOWLEDGE
FUNCTION:
Need for order, structure,
or meaning
7-7
Discussion
Imagine that you work for the marketing

department of your college or university and
have segmented students into four different
clusters, each representing one of the four
functions identified by Katz.
Develop a marketing strategy based on each

of the four functions to motivate students to
stay in school and complete their degrees.
08/26/15
7-8
ABC Model of Attitudes
An attitude has three components:

Affect: the way a consumer feels about an
attitude object
Behavior: persons intentions to do
something with regard to an attitude object
Cognition: beliefs a consumer has about
an attitude object
08/26/15
7-9
Figure 7.1 Hierarchies of Effects
08/26/15
7-10
Attitude 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

Ad: attitude toward advertiser +
evaluations of ad execution + ad evoked
mood + ad arousal effects on consumer +
viewing context
08/26/15
7-11
Attitude Commitment
INTERNALIZATION
Highest level: deep-seeded attitudes become part
of consumers 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
08/26/15
7-12
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
08/26/15
7-13
Discussion
Interview a student next to you about a

behavior that he or she has that is
inconsistent with his or her attitudes (e.g.,
attitudes toward healthy eating or active
lifestyle, attitudes toward materialism, etc.)
Ask the student to elaborate on why he or

she has the behavior, then try to identify the
way the person has resolved dissonant
elements.
08/26/15
7-14
Self-Perception Theory
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.
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he
refuses), then asked to do something smaller.
08/26/15
7-15
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
Assimilation effects
Contrast effects
Example: Choosy mothers choose Jif
Peanut Butter
08/26/15
7-16
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
08/26/15
7-17
Figure 7.2 Balance Theory
08/26/15
7-18
Multiattribute Attitude Models
Consumers attitudes toward an attitude

object depend on beliefs she has about
object attributes
Three elements of multiattribute

Attributes of Ao
Beliefs about Ao
Importance weights
08/26/15
7-19
The Fishbein Model
Salient Beliefs
Object-Attribute Linkages
Evaluation
08/26/15
7-20
Table 7.1 Saundras College Decision

Beliefs ()
Attribute
Import. (I)
Smith
Princeton
Rutgers
Northland
Academic reputation
All women
Cost
Proximity to home
Athletics
Party atmosphere
Library facilities
163
142
153
131
Attitude Score
08/26/15
7-21
Marketing Applications
of the Multiattribute Model
Capitalize on Relative Advantage
Strengthen Perceived Linkages
Add a New Attribute
Influence Competitors Ratings
08/26/15
7-22
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
08/26/15
7-23
Figure 7.3 Theory of Trying
08/26/15
7-24
How Do Marketers Change Attitudes?

Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus
08/26/15
7-25
Tactical Communications Options
Who will be source of

message?
How should message be

constructed?
What media will transmit

message?
What target market

characteristics will
influence ads
acceptance?
08/26/15
7-26
Figure 7.4
The Traditional Communications Model
08/26/15
7-27
Figure 7.5
An Updated Communications Model
08/26/15
7-28
New Message Formats
M-commerce - marketers promote goods and

services via wireless devices
New social media platforms

Blogging
Video blogging (vlogging)
Podcasting
Tweeting
Virtual worlds
Widgets
08/26/15
7-29
The Source
Source effects mean the same words by

different people can have very different
meanings
A source may be chosen due to expertise,

fame, attractiveness, or similarity
What makes a good source?

Source credibility: a sources perceived
expertise, objectivity, or trustworthiness

Source attractiveness: social value
08/26/15
7-30
Star Power
08/26/15
7-31
Nonhuman Endorsers
08/26/15
7-32
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?
08/26/15
7-33
The Message
Table 7.2 Characteristics of Good and Bad Messages
Positive Effects
Negative Effects
Showing convenience of use
Extensive information on
components, ingredients, nutrition
Showing new product/improved

features
Outdoor setting (message gets

lost)
Casting background (i.e., people

are incidental to message)
Large number of onscreen

characters
Indirect comparison to other

products
Graphic displays
08/26/15
7-34
Figure 7.6 Two-Factor Theory
08/26/15
7-35
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-yetloyal audiences
08/26/15
7-36
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
08/26/15
7-37
Types of Message Appeals

Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals
08/26/15
7-38
Discussion
Name ads that rely on sex appeal to sell

products.
What benefits are communicated in the ad?

Is the message implicit or explicit? How?
08/26/15
7-39
Message As Art Form
Advertisers use literary elements to

communicate benefits and meaning
Allegory: story about an abstract concept

personified in a fictional character
Metaphor: two dissimilar objects in a close

relationship (A is B)
Simile: compares two objects (A is like B)

Resonance: play on words with pictures
08/26/15
7-40
Table 7.3 Examples of Advertising Resonance

Product
Headline
Visual
Embassy Suites
This Year, Were Unwrapping

Suites by the Dozen
Chocolate kisses with hotel

names underneath each
Toyota auto parts
Out Lifetime Guarantee May

Come as a Shock
Man holding a shock absorber
Bucks filter
cigarettes
Herd of These?
Cigarette pack with a picture of

a stag
Bounce fabric
softener
Is There Something Creeping

Up Behind You?
Womans dress bunched up on

her back due to static
Pepsi
This Year, Hit the Beach

Topless
Pepsi bottle cap lying on the

sand
ASICS athletic
shoes
We Believe Women Should

Be Running the Country
Woman jogging in a rural

setting
08/26/15
7-41
Forms of Story Presentation
Lecture: speech in
Drama: story that
which the source

speaks directly to
the audience
Attempts to
persuade
Cognitive responses
may occur
08/26/15
draws viewers into

the action
Characters indirectly
address the
audience
Interact with each
other in an imaginary
setting
7-42
Discussion
Sell the steak or the sizzle?

Whats more important in an advertisement:
What is said? or
Who says it?
Give examples of ads that use one strategy
versus the other. What types of ads are more
effective for each strategy?
08/26/15
7-43
Figure 7.7 Elaboration Likelihood Model
08/26/15
7-44
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.
08/26/15
7-45

Attitudes and Persuasion: Consumer Behavior, 9E

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Attitudes and Persuasion: Consumer Behavior, 9E

Uploaded by

Copyright:

Available Formats

Chapter 7

Attitudes and Persuasion

Its important for consumer researchers to

Attitudes are more complex than they first

We form attitudes in several ways.

Chapter Objectives (continued)

A need to maintain consistency among all of

We use attitude models to identify specific

Chapter Objectives (continued)

The communications model identifies several

The consumer who processes such a

Chapter Objectives (continued)

Several factors influence a message sources

The way a marketer structures his message

Audience characteristics help to determine

The Power of Attitudes

Attitude: a lasting, general evaluation of

Attitude object (A ): anything toward which

one has an attitude

Functional Theory of Attitudes

Imagine that you work for the marketing

Develop a marketing strategy based on each

ABC Model of Attitudes

An attitude has three components:

Figure 7.1 Hierarchies of Effects

Attitude Toward the Advertisement

We form attitudes toward objects other than

We often form product attitudes from its ads

We value/seek harmony among thoughts,

We will change components to make them

Relates to the theory of cognitive dissonance

Interview a student next to you about a

Ask the student to elaborate on why he or

Social Judgment Theory

We assimilate new information about attitude

Considers how a person might perceive

Triad attitude structures:

Figure 7.2 Balance Theory

Multiattribute Attitude Models

Consumers attitudes toward an attitude

Three elements of multiattribute

The Fishbein Model

Table 7.1 Saundras College Decision

The Extended Fishbein Model:

Intentions versus behavior: measure

Social pressure: acknowledge the power of

Attitude toward buying: measure attitude

Figure 7.3 Theory of Trying

How Do Marketers Change Attitudes?

Tactical Communications Options

Who will be source of

How should message be

What media will transmit

What target market

New Message Formats

M-commerce - marketers promote goods and

New social media platforms

Source effects mean the same words by

A source may be chosen due to expertise,

What makes a good source?

expertise, objectivity, or trustworthiness

Decisions to Make About the Message

Should we use pictures or words?