Attitudes and Persuasive

Communications

PERILAKU KONSUMEN
WEEK 9
SEM GENAP 21/22
Chapter Objectives
When you finish this chapter, you should
understand why:
1.It’s important for consumer researchers to
understand the nature and power of
attitudes.
2.We form attitudes in several ways.
3.Persuasion involves an active attempt to
change attitudes.
 1. IT’S IMPORTANT FOR
CONSUMER RESEARCHERS
TO UNDERSTAND THE
NATURE AND POWER OF
ATTITUDES.
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

Functional Theory of Attitudes

UTILITARIAN VALUE-EXPRESSIVE
FUNCTION: FUNCTION:

Relates to rewards Expresses consumer’s

and punishments values or self-concept

EGO-DEFENSIVE KNOWLEDGE
FUNCTION: FUNCTION:
Protect ourselves from external
threats Need for order, structure,
or internal feelings or meaning
ABC Model of Attitudes
An attitude has three components:
• Affect: the way a consumer feels about an
attitude object  Feeling
• Behavior: person’s intentions to do
something with regard to an attitude object
 Doing
• Cognition: beliefs a consumer has about
an attitude object  Knowing
Hierarchies of Effects

Think  Feel  Do

Problem-solving process

Think  Do  Feel

Learning Process: consumer initially doesn’t have a strong

preference for one brand over another
Feel  Do  Think

Hedonic: act on the basis of our emotional reactions

2. WE FORM ATTITUDES IN
SEVERAL WAYS.
All Attitudes Are Not Created Equal
• It’s important to distinguish among types of
attitudes because not all form in the same
way.
• One consumer may be highly brand-loyal;
However, another consumer may be a more
fickle consumer.
• Consumers vary in their commitment to an
attitude; the degree of commitment relates to
their level of involvement with the attitude
object
Attitude Commitment

INTERNALIZATION
Highest level: deep-seeded attitudes become part of consumer’s
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
Consistency Principle
• Based on 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
Example: “I know smoking cigarettes causes
cancer” and “I smoke cigarettes”
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.
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
Balance Theory
Multiattribute Attitude Models
• Consumer’s 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
The Fishbein Model

Salient Beliefs

Object-Attribute Linkages

Evaluation
Marketing Applications
of the Multiattribute Model

Capitalize on Relative Advantage

Strengthen Perceived Linkages

Add a New Attribute

Influence Competitor’s Ratings

 Marketing Applications of the
Multiattribute Model:

Saundra’s College Decision

Beliefs (β)
Attribute Import. (I) Smith Princeton Rutgers Northland

Academic reputation 6 8 9 6 3
All women 7 9 3 3 3
Cost 4 2 2 6 9
Proximity to home 3 2 2 6 9
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9
Library facilities 5 7 9 7 2

Attitude Score 163 142 153 131

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
Theory of Trying
3. PERSUASION INVOLVES AN
ACTIVE ATTEMPT TO CHANGE
ATTITUDES.
Persuasion:
How Do Marketers Change Attitudes?
• BUY NOW! Advertisers constantly bombard
us with messages imploring us to change
our attitudes—and of course buy their
products.
• These persuasion attempts can range from
logical arguments to graphic pictures, from
peers who try to intimidate us to celebrities
who try to charm us.
• Persuasion is an active attempt to change
attitudes.
How Do Marketers Change Attitudes?

Reciprocity Scarcity

Authority Consistency

Liking Consensus
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 ad’s
acceptance?
The Traditional Communications Model
An Updated Communications Model
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
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 source’s perceived
expertise, objectivity, or trustworthiness
• Source attractiveness: social value
Star Power:
Celebrities As Communications Sources
• Star power works because celebrities embody cultural
meanings—they symbolize important categories like status and
social class.
• A “working-class hero” (Mike of Mike & Molly), gender (the
effeminate Cam on Modern Family), age (the youthful President
Grant on Scandal), and even personality types (the nerdy
Sheldon on The Big Bang Theory, cool Adam Levine on The
Voice)
• Ideally, the advertiser decides what meanings the product
should convey (that is, how it should position the item in the
marketplace) and then chooses a celebrity who embodies a
similar meaning.
• The product’s meaning thus moves from the manufacturer to
the consumer, using the star as a vehicle
Nonhuman Endorsers
• A celebrity
endorsement strategy
has its drawbacks.
• For these reasons,
some marketers seek
alternative sources,
including cartoon
characters and
mascots.

Spokescharacters boost the

effectiveness of advertising claims.
The Message
Characteristics of Good and Bad Messages
Positive Effects Negative Effects
Showing convenience of use Extensive information on
components, ingredients, nutrition
Showing new product/improved Outdoor setting (message gets
features lost)
Casting background (i.e., people Large number of onscreen
are incidental to message) characters

Indirect comparison to other Graphic displays

products
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-yet-
loyal audiences
Types of Message Appeals

Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals
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
Examples of Advertising Resonance
Product Headline Visual

Embassy Suites “This Year, We’re Unwrapping Chocolate kisses with hotel
Suites by the Dozen” names underneath each

Toyota auto parts “Out Lifetime Guarantee May Man holding a shock absorber
Come as a Shock”

Bucks filter “Herd of These?” Cigarette pack with a picture of

cigarettes a stag

Bounce fabric “Is There Something Creeping Woman’s dress bunched up on

softener Up Behind You?” her back due to static

Pepsi “This Year, Hit the Beach Pepsi bottle cap lying on the
Topless” sand

ASICS athletic “We Believe Women Should Woman jogging in a rural

shoes Be Running the Country” setting
Forms of Story Presentation
• Lecture: speech in • Drama: story that
which the source draws viewers into
speaks directly to the action
the audience • Characters indirectly
• Attempts to address the
persuade audience
• Cognitive responses • Interact with each
may occur other in an imaginary
setting
Elaboration Likelihood Model
REVIEW

KERJAKAN di LMS:
•QUIZ 8
THANK YOU…