(6) Attitude & Persuasion Flashcards
Information Processing
1) Marketing Stimuli
2) Exposure
3) Attention –>
4) Comprehension –> MEMORY
5) Attitude Formation –>
Definition of Attitude
Overall evaluation:
- like / dislike, favorable /unfavorable
Characteristic - Once constructed, attitudes can be stored in memory and activated and used to guide/simplify behavior subsequently
Importance of Attitude - Preference Index
- Predictor of behavior
Elaboration Likelihood Model
1) Ad Message
2) Motivation? – no –> Peripheral
3) Ability? – no –> Route
yes -> Central route
Central vs. Peripheral route
Central:
- Effortful processing of information central to the true merit of the product
Peripheral: - Minimal processing and simple interference
Factors Affecting Elaboration Likelihood
Motivation to elaborate
- Involvement
- Self-relevance
- Prior interest
- Importance
- Consequences that are immediate and costly
- Individual difference
- need for cognition
Ability to elaborate
- Personal ability: knowledge/expertise
- Situational ability (opportunity): Repetition/Presentation/Format/Distraction
Elaboration Likelihood Model
(Ability, Motivation)
(H, H) = Central Route, strong attitudes
(H, L) = Peripheral Route, weak attitudes
(L, H) = Peripheral Route, weak attitudes
(L, L) = Peripheral Route, weak attitudes
ELM - Marketing Implication
- Select the type of message and media to fit your target consumers’ motivation and ability
- Message Type
- Simple vs. Complex
- One-sided vs. Two-sided
- Media Type
- Audio vs. Text message
The Elaboration Likelihood Model
Persuasive Message –>
(Motivation, Ability) = (H, H)
= Central Route
Effortful processing of information central to the true merit of an attitudinal position
- Multiattribute Attitude Model
- Theory of Reasoned Action
(M, A) = (L, H), (H, L), (L, L)
= Peripheral Route
Minimal processing relying on peripheral cues or simple heuristics
- Balance Theory
- Classical Conditioning
- Mere Exposure
Multiattribute Attitude Model (H, H)
Attitude toward a brand is determined by beliefs and their evaluations about a product’s attributes
A = E (n, i=1) be
A= Attitude
b= strength of the belief that object has attribute I
e= evaluation of attribute I
n= number of important attributes
See slide for example
Beliefs: “7UP has no caffeine” - Strongly agree (10)
Evaluation: “Soda that have no caffeine” - Very good (+3)
A= 10 x 3
Marketing Implication when faced with unfavorable attitudes:
-> change the strength of beliefs (B), change evaluation (E), add new salient belief
Theory of Reasoned Action (H, H)
Behavior is influenced by behavioral intention
Behavioral intention is influenced by two factors
- Attitude towards.the-Act (Act)
- Belief (b) how much will the behavior bring a positive outcome
- Evaluation (e) How much is this positive outcome important?
- Subjective Norms (SM): Significant others’ reaction to the behavior
- Normative belief (Nb) What do significant other think about his behavior?
- Motivation to comply (MC) How important is it to comply with their belief?
B-BI = Aact (w1) + SN (w2)
Balance Theory (L,H)
Use of positive heuristic cues
People seek balance in their evaluations (+++) or (++-)
If there is an imbalance, evaluations are altered to restore balance.
Fear appeal (to prevent undesirable behaviors)
Classical Conditioning (L, H)
Repeat exposure!
A process by which a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus that naturally caused the response.
Bell + Croquette -> Salivation
Ex: Background music
Marketing Impliccations:
- Transferring mood to our product by repeat pairing!
- Works better for low-involvement products
- Negative conditioning is stronger
Mere Exposure Effect
N°3 Repeat exposure even if the consumer does not pay attention
Merely being exposed to stimuli increases liking
Positive habituation
Attitude can be formed without cognitive efforts (even awareness)
Summary
HIGH Involvement
- What (Content)
- Focus on changing their cognition! (belief of att, importance of att, new att)
- How (Design)
- Complex info
- Two-sided message
- Written message
LOW Involvement
- What
- Focus on changing their emotions! (attractiveness, repeat pairing, exposure without attention)
- How
- Simple info
- One-sided
- Verbal message
Behavior-based Attitude
Beliefs and attitudes are changed by behaviors
- Cognitive Dissonance theory: discomfort if inconsistency A-B, change attitude to reduce discomfort
- Self-perception theory: interfering and changing attitude basis of behavior
