Attitude Flashcards
Attitude
Mixture of cognitions (belief), affect (feeling), behavior (intentions)
Attitudes vary based on
Favorability Salience Strength/confidence Persistence Resistance to attack
Elaboration Likelihood Model (ELM)
a dual process theory describing how attitudes are formed and changed. The model examines how an argument’s position on the “elaboration continuum”, from processing and evaluating (high elaboration) to peripheral issues such as source expertise or attractiveness (low elaboration), shapes its persuasiveness.
Central route
Elaboration: More message-induced thoughts
Requires effort
Form an opinion based on central cues: important, diagnostic information
High motivation & ability to think about message
Deep processing
Lasting change that resists counterattacks
Peripheral route
Little elaboration; Requires little effort
Form an opinion based on peripheral cues: easy-to-process, but unimportant information
Source attractiveness/expertise
Positive mood
Message length/ number of features
Product popularity cues
Low motivation
Superficial processing
Temporary change that is susceptible to change
Expectancy Value Model
behavior is a function of the expectancies one has and the value of the goal toward which one is working (TORA)
Cognition
Thoughts
Affect
Feeling
Comparative Ads
Central route, cognition
indirect vs. direct
low share brands
high involvement
Two-sided messages
Central route, cognition
When initially opposed to the offering or will be exposed to strong competitive counter messages
Argument Quality
Central route, cognition
Personally relevant
Favorable information about important attributes (best features or central merits) in a convincing manner vs. listing multiple
What Makes a Message More Effective in Forming Stronger Attitudes?
Argument Quality, Two-sided messages, Comparative Ads
What Makes a Source More Credible in Forming Stronger Attitudes?
Trustworthiness (e.g., other consumers, employees in the ad)
Expertise (e.g., medical doctors)
Status (e.g., CEOs in the ad)
Theory of Reasoned Action
Explains how attitudes form & change
Accounts for social environment
Behavioral intention=Attitude+subjective norms
BI=(Belief x evaluations) + (Normative beliefs x motivation to comply)
Use TORA to change actions
Change Belief (bi) Pork—the other white meat Change Evaluation (ei) Firestone, UV protection, trans fat Add a new belief (bi) Minute maid orange: reduce cancer Target normative beliefs (NBj or MCj) Buy American campaign, anti-smoking campaigns
High Affective Processing
Process holistically rather than analytically
Central
When affective involvement is high or when hedonic or symbolic motivations are important.
Source and Message Factors
for High Affective Processing
Central
Message Factors
Emotional Appeals
Hope, desire, joy, love, excitement, disgust
Fear Appeals
Suggest an immediate action that will reduce the fear
Use a moderate fear
Source Factors
Attractive (similar, likable, familiar) and relevant source as a central part of the message—can definitely mean similarity
Match-up hypothesis
Message Factors
for Low Effort Attitude– cognition–thoughts
Message factors
Simple inference (e.g., price-quality, color)
Number of supporting arguments
Message simplicity
Source factor Credible source (expertise) as a simple, peripheral cue
How Do Low-effort Affective Processes Occur?
The mere exposure effect
Mood
Classical conditioning
Attitude toward ad
Mood
Biasing effect on attitudes in a mood-congruent direction
Effect of color or lighting on mood
Classical Conditioning
Ivan Pavlov
Behavioral Learning Theory:
Change behavior without conscious opinion change
“Linking” between two objects causes association
Stimulus & classical conditioning
Neutral stimulus (bell)-->no response Unconditioned stimulus (food)-->unconditioned response (salivation) Conditioned stimulus (bell after conditioning with food)---->conditioned response (salivation)
Does classical conditioning work
Yes For physiological and affective responses e.g., Music and brands No Not for really complex responses
Works best when..
CS-UCS paired consistently & repeatedly
Source and Message Factors
for Low Affective Attitude
Source factors
Celebrity, Attractive (similar, likable, familiar) source as a peripheral cue
When consumer motivation is low, attractive sources enhance the favorability of the brand regardless of the strength of the message arguments
Central vs. Peripheral Routes to Persuasion
look at slide 72
