Chapter 6

ATTITUDE FORMATION AND

CHANGE : HIGH CONSUMER
EFFORT

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 Chapter Overview
 What are attitudes?
 Attitudes formation: cognition (thinking)
» Cognitive response model
» Theory of reasoned action (TORA)
 How to change attitudes: cognition (thinking)
 Attitude formation: affect (emotion)
 How to change attitudes: affect (emotion)

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 Definition

Attitude: a relatively
global and enduring
evaluation of an
object, issue, person,
or action

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 What’s the Big Deal About
Attitudes?
 Attitudes……

» Guide our thoughts (cognitive function)

» Influence our feelings (affective function)

» Affect our behavior (connative function)

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How are attitudes formed through
cognition?

 The Cognitive Response Model

» thoughts/reactions we have in response to a
message

 Theory of Reasoned Action (TORA)

» explains how, when and why attitudes predict
behavior

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 Cognitive Response Model
 Counterarguments (CAs)
» disagreement
 Support arguments (SAs)
» agreement
 Source derogations (SDs)
» attack the source

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 Theory of Reasoned Action
(TORA)
Belief about Evaluation of Normative belief Motivation to
consequences consequences (what do important comply (desire to
others think about please these important
of an act (bi) of an act (ei)
this act?) (NBj) others) (MCj)

Attitude toward How much consumer

the act (Aact) is actually influenced
by these others (SN)

Behavioral Intentions

Behavior 7
Calculating TORA Behavioral
Intentions

BI  Aact  SN
Aact  i biei
SN   j NBjMCj

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TORA Example: Getting a tattoo

 B=get a tattoo
 BI=intention to get a tattoo
 Aact=your attitude toward getting a tattoo
 SN=what influence others have on you

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 TORA Scales
 bi = the likelihood that this outcome will occur is (-
3) very low to (+3) very high
 ei = if this outcome occurs, it will be (-3) very bad
to (+3) very good
 NBj = this person thinks I should (-3) not do it to
(+3) do it
 MCj = how much do I care what this person thinks?
(-3) don’t care at all to (+3) care very much

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 TORA Example: Aact

Beliefs bi

will hurt +3
will be cool +1
will be expensive +2
self-expression +3

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 TORA Example: Aact

Beliefs bi ei

will hurt +3 -3
will be cool +1 +2
will be expensive +2 -2
self-expression +3 +3

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 TORA Example: Aact

Beliefs bi e i Sum bi X ei

will hurt +3 X -3 = -9
will be cool +1 X +2 = 2
will be expensive +2 X -2 = -4
self-expression +3 X +3 = + 9

Therefore, Aact = -2

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 TORA Example: SN

Important Others NBj

Parents -3
Sig. Other -3
Best Friend +2
MKT 171 Instructor +3

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 TORA Example: SN

Important Others NBj MCj

Parents -3 -1
Sig. Other -3 +3
Best Friend +2 +1
MKT 171 Instructor +3 0

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 TORA Example: SN

Important Others NBj MCj Sum NBj X MCj

Parents -3 X -1 = +3
Sig. Other -3 X +3 = -9
Best Friend +2 X +1 = +2
MKT 171 Instructor +3 X 0 = + 0

Therefore, SN = -4

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 The Bottom Line

BI = Aact + SN
= -2 + -4
= -6

Decision: Don’t do it!

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 Theory of Reasoned Action
(TORA)
Belief about Evaluation of Normative belief Motivation to
consequences consequences (what do important comply (desire to
others think about please these important
of an act (bi) of an act (ei)
this act?) (NBj) others) (MCj)

Attitude toward How much consumer

the act (Aact) is actually influenced
by these others (SN)

Behavioral Intentions

Behavior 18
Attitude Change Strategies

 Change beliefs (bi)

 Change evaluations (ei)
 Add a new belief (biei)
 Target normative beliefs

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 Cognitively-Based Attitude
Change Issues

 Communication Source
» spokesperson credibility
» company reputation
 Message factors
» argument quality
» one- vs. two-sided messages
» comparative messages

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How are attitudes formed through
affect (emotion)?

 Affective involvement

 Affective reactions

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 Affectively-Based Attitude
Change Issues

 Communication Source
» Attractiveness

 Message Factors
» Emotional appeals
» Fear appeals

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 Chapter 6 Review

 Definition of attitudes
 Attitude Formation & Change (cognitive)
» Cognitive Response Model
» TORA
» Communication Source & Message Content
 Attitude Formation & Change (affect)

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