Chap 011

CHAPTER 11
Attitudes
and
Influencing
Attitudes
McGraw-Hill/Irwin
PART III: INTERNAL INFLUENCES
11-2
Warm-up activity
• Have students note on a piece of paper, individually, those

attributes they would consider in the purchase of a new car.
Then specify the importance of each attribute using a 100
point constant sum scale.
11-3
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
11-4
Consumer Behavior In The News…
How are Chinese Brands Perceived?
 What percent of Americans believe that
products made in China are high quality?
 10%
 25%
 65%
 Is this an increase or decrease from several
years ago?
Source: “Why the U.S. Marketplace is Prime for Chinese Products,” Advertising Age, October 10, 2011, p. 10
11-5
Consumer Behavior In The News…
How are Chinese Brands Perceived?
 What percent of Americans believe that products made in
China are high quality?
 10%
 25% - if you said 25% you are correct!!
 65%
 Is this an increase or decrease? If you said increase you
are correct! Quality perceptions are on the rise, but still
low.
 What attitude change strategies could Chinese
businesses use to change this belief?
Source: “Why the U.S. Marketplace is Prime for Chinese Products,” Advertising Age, October 10, 2011, p. 10
11-6
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.
It is the way one feels, thinks,
and acts toward an object.
11-7
Attitude Components and Manifestations
11-8
Cognitive Component
• Consist of a consumer’s beliefs about an objective
Example:
• Red Bull known for young consumer

• Provide consumers with energy
11-9
Emotion
Dimension SAM (Self-Assessment Mannequin)
Copyright 2000 AdSAM Marketing LLC.
P=Pleasure; A=Arousal; D=Dominance

11-10
Attitude Components
Attitude Component Consistency
11-11
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
11-12
Attitude Change Strategies
 Change the Cognitive Component
 Change the Affective Component
 Change the Behavioral Component
11-13
Individual and Situational Characteristics that
Influence Attitude Change
ELM
Model
11-14
 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
11-15
 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
11-16
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.
11-17
 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.
11-18
 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.
11-19
 Resisting Brand Attacks:
 Discrediting
 Discounting
 Containment
11-20
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
11-21
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
11-22
Video Application
The following Video Clip demonstrates

how Breathe Right uses celebrity
sources.
11-23
11-24
11-24
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.
Billboard Ad Showing Celebrity

Endorsement
11-25
Matching Endorser with Product and Target Audience
11-26
Applications in Consumer Behavior
The Mr. Clean Magic

Eraser Duo ad provides a
good example of spokes-
characters.
© The Procter & Gamble Company. Used by permission.
11-27
Appeal Characteristics
1. Fear Appeals
2. Humorous Appeals
3. Comparative Ads
4. Emotional Appeals
5. Value-Expressive versus Utilitarian Appeals
T-Mobile Comparative Ad
YouTube Spotlight
11-28
Applications in Consumer Behavior
This ad is a great example of the use of fear appeal.
Courtesy Ad Council.
In this case, it is used to spell out the risks of teens riding with
reckless teen drivers.
11-29
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
11-30
Message Structure Characteristics
1. One-Sided versus Two-Sided Messages
2. Positive versus Negative Framing
3. Nonverbal Components
11-31
Positive versus Negative Framing
Attribute Framing Goal Framing

Only a single attribute is the Message stresses either positive
focus of the frame. aspect of performing an act or
negative aspects of not performing
For example, describing beef the act.
as either For example, having a yearly
mammogram
• 80% fat free (positive • Benefits of having mammogram
frame) emphasized (positive frame)
or • Risks of not having mammogram
• 20% fat (negative frame) emphasized (negative)
11-32
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
11-33

Chap 011

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chap 011

Uploaded by

Copyright:

Available Formats

CHAPTER 11

• Have students note on a piece of paper, individually, those

L01 Define attitude and its role in consumer behavior

L02 Summarize the three components of attitudes

L03 Discuss attitude change strategies associated with each

L04 Describe the elaboration likelihood model of persuasion

L05 Describe the role of message source, appeal, and

L06 Discuss segmentation and product development

An attitude is an enduring organization of

• Red Bull known for young consumer

Copyright 2000 AdSAM Marketing LLC.

P=Pleasure; A=Arousal; D=Dominance

Attitude Component Consistency

 Change the Cognitive Component

 Change the Affective Component

 Change the Behavioral Component

 Core Tenants of ELM: Part I

• Compared to attitudes formed under the peripheral

 Core Tenants of ELM: Part II

• Peripheral Cues (PCs) influence persuasion under

• Central Cues (CCs) influence persuasion under

 BUT there are caveats and exceptions relating to cue

 Cue Relevance - What is a PC/CC?

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

• In this case, the attractive model would influence

 Competitive Situation - PCs can influence

• Central cues neutralize due to homogeneity across

• Attribute tradeoffs across central cues engenders

 Consumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual

• Consumers frequently infer an advertiser’s intent and

 Resisting Brand Attacks:

 Represents “who” delivers the message

 Represents “how” the message is communicated

3. Message Structure Characteristics

 Represents “how” the message is presented

The following Video Clip demonstrates

Effectiveness enhanced when

Billboard Ad Showing Celebrity

The Mr. Clean Magic

© The Procter & Gamble Company. Used by permission.

This ad is a great example of the use of fear appeal.

* Most effective for products * Most effective for functional

1. One-Sided versus Two-Sided Messages

2. Positive versus Negative Framing

Attribute Framing Goal Framing

Emotional ads often rely primarily or exclusively on

You might also like