Colegio de San Gabriel Arcangel

PACUCOA Accredited – Level 1 Status

COLLEGE DEPARTMENT
City of San Jose del Monte,Bulacan

LEARNING ACTIVITY
1
Name : ______________________________ Grade / Score : _______________
Year level : ___________________ Course : _______________
Subject : _Consumer Behavior______ Date : __12/3/2020___________
Type of Activity (Check or choose from below)
Concept Notes Laboratory Report Formal Theme
Others:
Skills: Exercise / Drill Illustration Informal Theme
____________

Activity Title : Attitudes Based on High Effort (Chapter 5)

Learning Target : I can understand the various cognitive models to understand and
influence consumers’ attitudes based on high effort thought processes.
References : Consumer Behavior
(Author, Title, Pages) : Hoyer, Wayne D.; Maclnnis, Deborah J

Discussion:

What are Attitudes? (continuation)

Belief discrepancy when a message is different from what consumers believe.

Expectancy-Value models

Expectancy-value models are analytical processes that explain how consumers form and
change attitudes based on (1) the beliefs or knowledge they have about an object or action and
(2) their evaluation of these particular beliefs.

The expectancy-value model known as the theory of reasoned action (TORA) provides and
expanded picture of how, when, and why attitudes predict consumer behavior, particularly in
the US.

The TORA model proposes that behavior (B) is a function of a person’s behavioral intention (BI),
which in turns determined by (1) the person’s attitude toward the act and (2) the subjective
norms (SN) that operate in the situation. Consistent with most expectancy-value models,
attitude toward the act is determined by the consumer’s beliefs about the consequence of
engaging in the behavior and the consumer’s evaluation of these consequences. Subjective
norms are determined by the consumer’s normative beliefs – or what the consumer thinks
someone else wants him or her to do – and the consumer’s motivation to comply with this
person.

How Cognitively Based Attitudes are Influence

Here we explore how marketing communications can affect consumers’ cognitively based
attitudes when the processing effort is extensive.

Communication Source

Among consumers who process information extensively, those with attitudes based in
cognitions are likely to be influenced by believable information. This means that marketing
messages must be credible to generate support arguments, restrict counterarguments and
source derogations, and increase belief strength. Several factors, including source credibility
and company reputation, enhance the credibility of a message.

Source Credibility

In many marketing messages, information is presented by a spokesperson, usually a celebrity,

an actor, a company representative, or a real consumer. In a sales situation, the salesperson is a
spokesperson for the company and the offering. Both the credibility of these sources and the
credibility of the company influence consumers’ attitudes. Credibility means to the extent to
which the source is trustworthy, expert, or has status.

The Message

Just as consumers evaluate whether or not the source is credible when their processing effort is
high, they also evaluate whether or not the message is credible. Three factors affect the
credibility of a message: the quality of its argument, whether it is a one-sided or two-sided
message, and whether it is a comparative message.

Argument Quality. One of the most critical factors affecting whether a message is credible
concerns whether it uses strong arguments. Strong arguments present the best features or
central merits of an offering in a convincing manner.

One-versus Two-sided messages

Most marketing messages present only positive information. These are called one-sided
messages. In some instance, however, a two-sided message, containing both positive and
negative information about an offering, can be effective.

Comparative Messages

Comparative messages show how much better the offering is than a competitor’s. Two types of
comparative messages have been identified. The most common type is the indirect
comparative message, in which the offering is compared with those of unnamed competitors
(such as “other leading brands” or Brand X”). This strategy can improve consumers’ perceptions
of a moderate-share brand relative to other moderate-share brands (but not to the market
leader).

When Do Attitudes Predict Behavior?

Marketers are interested not only in how attitudes are formed and can be changed but also in
knowing whether, when, and why attitudes will predict behavior. These are some of the factors
that affect whether a consumer’s attitudes will influence his or her behavior.

 Level of involvement/elaboration. Attitudes are more likely to predict behavior when

cognitive involvement is high and consumers elaborate or think extensively about the
information that gives rise to their attitudes.
 Knowledge and experience. Attitudes are more likely to be strongly held and predictive
of behavior when the consumer is knowledgeable about or experienced with the object
of the attitude.
 Analysis of reasons. Research shows that asking consumers to analyze their reasons for
brand preference increases the link between attitude and behavior in situations in which
behavior is measured soon after attitudes are measured.
 Accessibility of attitudes. Attitudes are more strongly related to behavior when they are
accessible or “top mind”. Conversely, if an attitude cannot be easily remembered, it will
have little effect on behavior.
 Attitude confidence. As noted earlier, sometimes we are more certain about our
evaluations than we are at other times. Therefore, another factor affecting the attitude-
behavior relationship is attitude confidence.
 Specificity of attitudes. Attitudes tend to be good predictors of behavior when we are
very specific about the behavior that they are trying to predict.
 Attitude-behavior relationship over time. When consumers are exposed to an
advertising message but do not actually try the product, their attitude confidence
declines over time. Marketers should therefore plan their advertising schedules to
reactive consumer attitudes and attitude confidence through message repetition.
 Emotional attachment. The more emotionally attached consumers are to a brand – the
more they feel bonded or connected to it – the more likely they will be to purchase it
repeatedly over time.
 Situational factors. Intervening situational factors can prevent a behavior from being
performed and can thus weaken the attitude-behavior relationship.
 Normative factors. According to the TORA model, normative factors are likely to affect
the attitude-behavior relationship. For example, you may like going to the ballet, but
you may not go because you think your friends will make fun of you for doing so.
 Personality variables. Finally, certain personality types are more likely to exhibit
stronger attitude-behavior relationships than are others. Individuals who like to devote
a lot of thought to actions will evidence stronger attitude-behavior relationships
because their attitudes will be based on high elaboration thinking.

Activity: Essay type

1. What are attitudes, and what three functions do they serve?

2. How does expectancy-value model seek to explain attitude formation?
3. What role does credibility play in affecting consumer attitudes based on cognitions?
 Colegio de San Gabriel Arcangel
PACUCOA Accredited – Level 1 Status
COLLEGE DEPARTMENT
City of San Jose del Monte,Bulacan

LEARNING ACTIVITY
2
Name : ______________________________ Grade / Score : _______________
Year Level : ___________________ Course : _______________
Subject : _Consumer Behavior______ Date : _5/28/2020________________
Type of Activity (Check or choose from below)
Concept Notes Laboratory Report Formal Theme Others:
Skills: Exercise / Drill Illustration Informal Theme ____________

Activity Title :
Learning Target :
References :
(Author, Title, Pages) :
Activity:

COMPILATION OF
LEARNING ACTIVITY
SHEET
Consumer behavior
PREPARED BY:
Prof. Edelita g. Lazaro