CHAPTER 11

Attitudes
and
Influencing
Attitudes

Copyright © 2020 by McGraw-Hill Education. All rights reserved.

PART III: INTERNAL INFLUENCES

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 Learning Objectives

L01 Define attitude and its role in consumer behavior

L02 Summarize the three components of attitudes

L03 Discuss attitude change strategies associated with each

attitude component

L04 Describe the elaboration likelihood model of persuasion

L05 Describe the role of message source, appeal, and

structure on attitudes

L06 Discuss segmentation and product development

applications of attitudes
 Attitudes and Influencing Attitudes

An attitude is an enduring organization of

motivational, emotional, perceptual, and
cognitive processes with respect to some
aspect of our environment.

Aleksander Rubtsov/Blend Images

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Attitudes and Influencing Attitudes
Attitude Components and Manifestations

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 Attitudes and Influencing Attitudes
Emotion
Dimension AdSAM (Self-Assessment Manikin)

Source: Copyright 2000 AdSAM Marketing LLC.

A=Appeal; E=Engagement; E=Empowerment

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Attitude Components
Attitude Component Consistency

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 Attitude Components

Attitude Component Consistency

Factors that may account for inconsistencies:
1. Lack of Need
2. Lack of Ability
3. Failure to Consider Relative Attitudes
4. Attitude Ambivalence
5. Weakly Held Beliefs and Affect
6. Failure to Consider Interpersonal Influence

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 Attitude Change Strategies

➢ Change the Cognitive Component

➢ Change the Affective Component

➢ Change the Behavioral Component

Fotosearch RF/Glow Images

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Individual and Situational Characteristics
that Influence Attitude Change

ELM
Model

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Individual and Situational Characteristics
that Influence Attitude Change

➢ Core Tenants of ELM: Part I

• Compared to attitudes formed under the peripheral

route, attitudes formed under the central route tend
to be
✓ stronger
✓ more resistant to counter-persuasion attempts
✓ more accessible from memory, and
✓ more predictive of behaviors

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Individual and Situational Characteristics
that Influence Attitude Change

➢ Core Tenants of ELM: Part II

• Peripheral Cues (PCs) influence persuasion

under LOW INVOLVEMENT but not HIGH
INVOLVEMENT

• Central Cues (CCs) influence persuasion under

HIGH INVOLVEMENT but not LOW
INVOLVEMENT

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Individual and Situational Characteristics
that Influence Attitude Change

➢ BUT there are caveats and exceptions relating to cue

relevance and competitive situation.

➢ Cue Relevance - What is a PC/CC?

• Example: An attractive model (and her hair) may be

decision irrelevant (PC) in an ad for a car, but
decision relevant (CC) in an ad for shampoo.

• In this case, the attractive model would influence

persuasion under high involvement for shampoos
but not for cars.

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Individual and Situational Characteristics
that Influence Attitude Change

➢ Competitive Situation - PCs can influence

persuasion under HIGH INVOLVEMENT in competitive
situations when:

• Central cues neutralize due to homogeneity across

competing brands (PC then becomes tie breaker).

• Attribute tradeoffs across central cues engenders

decision difficulty which PCs help to alleviate.

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Individual and Situational Characteristics
that Influence Attitude Change

➢ Consumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual

characteristic) and resist persuasion

• Consumers frequently infer an advertiser’s intent and

respond in light of that presumed selling intent.

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Individual and Situational Characteristics
that Influence Attitude Change

➢ Resisting Brand Attacks:

➢ Discrediting

➢ Discounting

➢ Containment

Colin Anderson/Blend Images LLC

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 Communication Characteristics that
Influence Attitude Formation and Change
Three types of communication characteristics:
1. Source Characteristics

➢ Represents “who” delivers the message

2. Appeal Characteristics

➢ Represents “how” the message is communicated

3. Message Structure Characteristics

➢ Represents “how” the message is presented

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 Communication Characteristics that
Influence Attitude Formation and Change
Source Characteristics

1. Source Credibility
• Persuasion is easier when the target market views the
message source as highly credible
2. Celebrity Sources
• Celebrity sources can be effective in enhancing
attention, attitude toward the ad, trustworthiness,
expertise, aspirational aspects, and meaning transfer
3. Sponsorship
• Sponsorships often work in much the same manner as
using a celebrity endorser

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 Communication Characteristics that
Influence Attitude Formation and Change
Source Characteristics
Celebrity sources widely used.

Effectiveness enhanced when marketers match:

•image of the celebrity with
•personality of the product with
•actual or desired self-concept of the target market.

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Applications in Consumer Behavior

This Biore’ Ad is a great

example of a Celebrity
Endorsement

© 2019 KAO USA Inc.

 Communication Characteristics that
Influence Attitude Formation and Change
Matching Endorser with Product and Target Audience

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 Communication Characteristics that
Influence Attitude Formation and Change
Appeal Characteristics

1. Fear Appeals
2. Humorous Appeals
3. Comparative Ads
4. Emotional Appeals
5. Value-Expressive versus Utilitarian Appeals

Pepsi versus Coke – both use emotional appeals!

YouTube Spotlight
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 Communication Characteristics that
Influence Attitude Formation and Change
Appeal Characteristics
Value-expressive versus Utilitarian appeals
Value-expressive appeals Utilitarian appeals involve
attempt to build a personality informing the consumer of
for the product or create an one or more functional
image of the product user. benefits that are important
to the target market.

* Most effective for products * Most effective for functional

designed to enhance self- products
image or provide other
intangible benefits

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 Communication Characteristics that
Influence Attitude Formation and Change
Message Structure Characteristics

1. One-Sided versus Two-Sided Messages

2. Positive versus Negative Framing

3. Nonverbal Components

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 Communication Characteristics that
Influence Attitude Formation and Change
Message Structure Characteristics
Positive versus Negative Framing

Attribute Framing Goal Framing

Only a single attribute is the
focus of the frame.
For example, describing beef
as either
• 80% fat free (positive
frame)
or
• 20% fat (negative frame)
Message stresses either positive
aspect of performing an act or
negative aspects of not performing
the act.
For example, having a yearly
mammogram
• Benefits of having mammogram
emphasized (positive frame)
• Risks of not having mammogram
emphasized (negative)

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 Communication Characteristics that
Influence Attitude Formation and Change
Message Structure Characteristics
Nonverbal Components
Nonverbal components can influence attitudes through
affect, cognition, or both.

Emotional ads often rely primarily or exclusively on

nonverbal content to drive emotional responses. These
can include:
• pictures
• music
• surrealism
NASA/JPL/Cornell

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