3/23/2021

LECTURE 5

ATTITUDES AND
PERSUASION
MKT2CBE

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INTENDED LEARNING OBJECTIVES

With this lecture, you will learn:

1. Attitudes and Attitude Change

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ATTITUDES

▪ Attitudes - Relatively enduring overall evaluations of objects, products,

services, issues, or people.
▪ Attitude object (AO): anything toward which one has an attitude

Which guy would have a more favourable attitude ?

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 3/23/2021

ATTITUDES

▪ Attitudes - Relatively enduring overall evaluations of objects, products,

services, issues, or people.
▪ Attitude object (AO): anything toward which one has an attitude

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Attitude is unique

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Functional Theory of Attitudes

UTILITARIAN
VALUE-EXPRESSIVE FUNCTION:
FUNCTION:
Expresses consumer’s
Relates to rewards
values or self-concept
and punishments

EGO-DEFENSIVE KNOWLEDGE
FUNCTION: FUNCTION:

Protect ourselves from external threats Need for order, structure,

or internal feelings or meaning

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La Trobe Business School
publishing as Prentice Hall
7-6
 3/23/2021

What's your attitude over them?

The good, the bad & the ugly

Bấm để thêm nội dung

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ABC APPROACH TO ATTITUDES

▪ Approach that suggests that attitudes encompass one’s affect, behaviour,
and cognitions (or beliefs) toward an object

▪  Attitudes possess three components: affect, behaviour, and cognitions.

▪ Affect - Feelings about an object

▪ Behaviour - Overt behaviour that consumers exhibit as well as their intentions to behave

▪ Cognitions - Beliefs the consumer has about the object

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ook
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w a y y f
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“I a sages m
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ay me”
od way fo
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“F nds
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connecte
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Attitudes are more complex than they first

appear.

The way we form attitude is based on hierarchy

of effect we operate

Copyright © 2013 Pearson Education, Inc.

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publishing as Prentice Hall
7-9
 3/23/2021

Attitude towards pizza

What's your feeling towards the pizza ?

How often do you eat pizza ? How do you eat it?

What do you think of pizza ?

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How to
know attitude
well?
Can
Attitude predict
behaviour?
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▪ ATTITUDE-TOWARD-THE-OBJECT (ATO)
MODEL (Fishbein Model)
▪ Attitude model that considers three key elements,

▪ Beliefs consumers have about salient (standout) attributes

▪ Strength of the belief that an object possesses the attribute
▪ Evaluation of the particular attribute
▪ The formula for predicting attitudes with this approach is:

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 3/23/2021

Trang is considering which apartment to rent

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ATO MODEL – RENTING AN APARTMENT

▪ How likely is it that City Pointe is pet-friendly?

▪ Denoted by - ‘b’

▪ How good/bad is it that an apartment complex is pet-friendly?

▪ Denoted by - ‘e’

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Trang's attitude towards each of the apartment

complex

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 3/23/2021

Application:
What's your attitude over hand sanitizer brands?

Anti Bacteria

Natural Formular Anti Ordour

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Application

What are the salient

attributes to a hand
sanitizer brand?

How good is that salient

attribute in general?

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Application

What are the salient

attributes to a luxury
watch?

How good is that salient

attribute in general?

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Do you buy Lifebouy hand sanitiser ?

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BEHAVIORAL INTENTIONS MODEL

▪ BIM – A model developed to improve on the ATO model, focusing on

behavioural intentions, subjective norms, and attitude toward a
particular behaviour

ATO model

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 3/23/2021

“If I change her/his belief I’ll

change her/ his behaviour”

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How to
change an
attitude?
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ATTITUDE CHANGE THEORIES AND

PERSUASION
▪ Persuasion = Attempt to change attitudes

▪ Different approaches:

▪ ATO approach,
▪ the behavioral influence approach,
▪ the schema-based affect approach,
▪ the elaboration likelihood model,
▪ the balance theory approach,
▪ and the social judgment theory approach.

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ATO (Attitude towards objects) approach

Change Belief

Belief about & evaluation of attributes will form attitude

Change or Create
new

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 3/23/2021

The Behavioral influence approach

Change Behaviour

Bulk is cheap
Get used to eat
high calories food
and find it's OK

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Schema based
Change Emotion

Schema contains
affective and/or
emotional meanings.
=> Change the
affection

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Elaboration likelihood model (ELM)

Change involvement level

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Moving ingredient concious customers to not care

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Attitude-Toward-the-Object Approach
change attitudes according to this approach, marketers can attempt to change beliefs, create new beliefs about product
features, or change evaluations of product attributes.
• Changing Beliefs - As discussed in our fitness center example, marketers may attempt to change consumers' beliefs.
• Adding Beliefs about New Attributes - Another strategy for changing attitudes under the ATO approach is adding a
salient attribute to the product or service, which may require a physical change to the product itself.
• Changing Evaluations - The marketer would try to convince consumers that an attribute is not as positive (or negative)
as they may think. For example, a fitness center may attempt to convince consumers that location is not always a positive
thing.
Behavioral Influence Approach
applied by marketers is to directly change behaviors without first attempting to change either beliefs or attitudes
Changing Schema-Based Affect
an attitude perspective, this means that a schema contains affective and/or emotional meanings. If the affect found in a
schema can be changed, then the attitude toward a brand or product will change as well
The Elaboration Likelihood Model
elaboration likelihood model (ELM) illustrates how attitudes are changed based on differing levels of consumer
involvement
balance theory
that consumers are motivated to maintain perceived consistency in the relations found in mental systems
Social Judgment Theory
that consumers compare incoming information with their existing attitudes about a particular object or issue

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