CHAPTER 11

ATTITUDES AND
INFLUENCING
ATTITUDES
 Discuss segmentation and product
06
Table of
development applications of attitudes.

Contents 05 Describe the role of message source,

appeal, and structure on attitudes.

04 Describe the elaboration likelihood model

of persuasion.

03 Discuss attitude change strategies

associated with each attitude component.

Define lifestyle and its relationship to the

self-concept and to psychographics.
02 Summarize the three components of
attitudes.

01 Define attitude and its role in consumer

behavior.
Atti
-tudes &
Its Role
LO-1
attitude #1ST ROLE
An attitude is an enduring organization of motivational, emotional,

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

role in
consumer #

behavior
An attitude is the way one thinks, feels, and acts toward some aspect of
his or her environment, such as a retail store, television program, or
product.

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Attitudes represent an important influence on an individual’s lifestyle.
Attitude
Components
LO-2
Attitude Components
Attitude Components
2. AFFECTIVE COMPONENT: FEELINGS
OR EMOTIONAL REACTIONS TO AN
OBJECT REPRESENT THE AFFECTIVE
COMPONENT OF AN ATTITUDE.

Marketers are increasingly turning their attention

1. COGNITIVE COMPONENTS: to the affective or “feeling” component to
CONSISTS OF A CONSUMER’S provide a richer understanding of attitudes than
BELIEFS ABOUT AN OBJECT. that based solely on the cognitive or “thinking”
component → marketers now commonly
distinguish utilitarian (functional benefits) and
Beliefs can be about the emotional benefits of attitudes from hedonic (emotional benefits and
owning or using a product as well as about attitudes).
objective features. Marketers are beginning to consider both form
Beliefs can also be about attributes are and function in product designs and focus
evaluative in nature. considerable attention on the aesthetic aspects
of design (appearance and sensory experience).
Attitude Components
3. BEHAVIORAL COMPONENT: ONE’S
TENDENCY TO RESPOND IN A CERTAIN
MANNER TOWARD AN OBJECT OR
ACTIVITY.
Provides response tendencies or behavioral
intentions.
Actual behaviors reflect these intentions as they
are modified by the situation in which the
behavior will occur.
Direct versus Indirect Approach:
Actual behaviors and response tendencies are
most often measured by fairly direct questioning.
Asking indirect questions such as estimating the
behaviors of other people similar to themselves >
may help reduce the bias.
4. COMPONENT CONSISTENCY
A change in one attitude component tends to
produce related changes in the other
components.
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.
Attitude
changes
Strate
-gies
LO-3
Attitude changes
Strategies
MARKETERS OFTEN ATTEMPT TO INFLUENCE CONSUMER BEHAVIOR BY CHANGING ONE
OR MORE OF THE UNDERLYING ATTITUDE COMPONENTS.

- Change the Cognitive Component:

1. Change beliefs.
2. Shift importance.
3. Add beliefs.
4. Change ideal.
- Change the Affective Component:
1. Classical conditioning.
2. Affect towards ads or websites.
3. Mere exposure.
- Change the Behavioral Component: Behavior can lead directly to affect, to cognitions, or to both simultaneously
model of
persua
-sion
LO-4
Individual & Situational
Characteristics that Influence
Attitude Change
Individual and Situational
Characteristics that Influence
Attitude Change
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
CUE RELEVANCE
For example: In an advertisement of a pair of
trainers, an image of newborn baby would be a
peripheral cue (decision irrelevant), while a photo
of an athlete would be a central cue (decision
relevant)
Attitude changes
Strategies
CONSUMER RESISTANCE TO
COMPETITIVE SITUATION
PERSUASION

- 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.
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.

RESISTING BRAND ATTACKS

Discrediting
Discounting
Containment
Communica
-tion
Characteris
-tics
LO-5
Types of
Communication
Characteris-
tics
01 Source Characteristics

02 Appeal Characteristics

03 Message Structure Characteristis

SOURCE CREDIBILITY

CELEBRITY SOURCES

SPONSORSHIP
Communication Characteristics
that Influence Attitude Change

APPEAL CHARACTERISTICS

Fear Appeals
Humorous Appeals
Comparative Ads
Emotional Appeals
Value-Expressive versus Utilitarian Appeals
MESSAGE STRUCTURE CHARATERISTICS

One-Sided versus Two-Sided Messages

Positive versus Negative Framing
Nonverbal Components
Market
Segmentation
&
Product
Develop
Stratergies
LO-6
Market segmentation and product
development strategies based on
attitudes

1. Market Segmentation
Segmenting consumers on the basis of their most important attributes is called benefit segmentation.

2. Product Development
- Constructing a profile of a consumer segment’s ideal level of performance.
- Creating a product concept that closely matches the ideal profile.
- Translating the concept into an actual product.
Thank you!
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