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Attitudes Based On High Effort: Hoyer - Macinnis - Pieters

This document discusses how cognitively based attitudes are influenced. It explains that attitudes are overall evaluations of how much we like or dislike something, and that they guide our thoughts, feelings, and behaviors. When consumers think extensively about a message, their preexisting beliefs will influence whether they generate supporting or counterarguments. For attitudes to change, marketing messages must be credible, believable, and feature strong, convincing arguments. Credible sources and messages are more likely to influence cognitively based attitudes.

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Angelo P. Nueva
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398 views13 pages

Attitudes Based On High Effort: Hoyer - Macinnis - Pieters

This document discusses how cognitively based attitudes are influenced. It explains that attitudes are overall evaluations of how much we like or dislike something, and that they guide our thoughts, feelings, and behaviors. When consumers think extensively about a message, their preexisting beliefs will influence whether they generate supporting or counterarguments. For attitudes to change, marketing messages must be credible, believable, and feature strong, convincing arguments. Credible sources and messages are more likely to influence cognitively based attitudes.

Uploaded by

Angelo P. Nueva
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CHAPTER 5

ATTITUDES BASED ON
HIGH EFFORT

Hoyer | MacInnis | Pieters


2

Attitude
An attitude is an overall evaluation that
expresses how much we like an object,
issue, person or action. Attitudes are
learned, and they tend to persist over
time.
3

The Importance of Attitudes.


Attitudes are important because
they guide our thoughts, influence
our feelings and affect our behavior.
4

The Characteristics of Attitudes

1. Cognitive Function- How attitudes are influence our


thoughts.
2. Affective Function- How attitudes influence our feelings.
3.Connative Function- How attitudes affects our behavior
4.Favorability - The degree to which we like or dislike
something.
5. Attitude accessibility- How easily an attitude can
remembered.
5

The Characteristics of Attitudes

6. Attitude confidence- How strongly we hold an


attitude.
7.Attitude persistence- How long our attitude lasts.
8. Attitude resistance - How difficult it is to change an
attitude.
9.Ambivalence- When our evaluation regarding a
brand are mixed (both positive and negative)
6

The Cognitive Foundations of Attitudes


Cognitive response
- Thought we have in response to a communication.
Cognitive Response to Communication
1. Counterargument(CA)- thought that disagrees with
message.
2.Support argument(SA) - thought that agrees with the
message
3. Source Derogation(SD)- thought that discounts or attacks
the source of the message.
7

The Cognitive Foundations of Attitudes

Consumers tend to generate more counteraguments


and fewer support arguments when the message content
differs from what they already believe.

Belief Discrepancy- When a message is different from


what consumers believe.
8

Expectancy-Value Models
- A widely used model that explains how attitudes
form and change.
Theory of Reasoned Action (TORA)- A widely used model
that explains how attitudes form and change.

Behavior (B)- What we do.

Behavioral Intention (BI)- What we intend to do.

Attitudes Toward the Act (Act) - How we feel about doing


something.
9

Expectancy-Value Models

Subjective Norm(SN)- How others feel about our


doing something

Normative Influence- How other people influence


our behavior through social pressure.

Theory of Planned Behavior- An extension of


TORA model that predicts behaviors over which
consumers perceive they have control.
10
How Cognitively Based Attitudes are
Influenced

Among consumers who process information


extensively, those with attitudes based on
recognitions are likely to be influenced by
believable information. This means that marketing
messages must be credible to generate support
arguments, restricts counterarguments and source
derogations, and increase belief strength.
11
How Cognitively Based Attitudes are
Influenced
▸ Credibility- extent to which the source is
trustworthy, expert or has status
▸ Sleeper effect- Consumers forget the
source of a message more quickly that they
forget the message.
▸ Strong argument- A presentation that
features the best or central merits of an
offering in a convincing manner.
12

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.
One-sided message- A marketing message that
presents only positive information

Two- sided message- A marketing that presents


both positive and negative information.
13

The Message
Comparative message- A message that makes
direct comparisons with competitors.

Typically, marketers attempt to arouse


emotions by using techniques such as music,
emotional scenes or facial expression, visual, sex
and attractive sources.

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