Attitude

Question 1

Attitude

Answer 1

Mixture of cognitions (belief), affect (feeling), behavior (intentions)

Question 2

Attitudes vary based on

Answer 2

Favorability
Salience
Strength/confidence
Persistence
Resistance to attack

Question 3

Elaboration Likelihood Model (ELM)

Answer 3

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.

Question 4

Central route

Answer 4

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

Question 5

Peripheral route

Answer 5

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

Question 6

Expectancy Value Model

Answer 6

behavior is a function of the expectancies one has and the value of the goal toward which one is working (TORA)

Question 7

Cognition

Answer 7

Thoughts

Question 8

Affect

Answer 8

Feeling

Question 9

Comparative Ads

Answer 9

Central route, cognition
indirect vs. direct
low share brands
high involvement

Question 10

Two-sided messages

Answer 10

Central route, cognition

When initially opposed to the offering or will be exposed to strong competitive counter messages

Question 11

Argument Quality

Answer 11

Central route, cognition
Personally relevant
Favorable information about important attributes (best features or central merits) in a convincing manner vs. listing multiple

Question 12

What Makes a Message More Effective in Forming Stronger Attitudes?

Answer 12

Argument Quality, Two-sided messages, Comparative Ads

Question 13

What Makes a Source More Credible in Forming Stronger Attitudes?

Answer 13

Trustworthiness (e.g., other consumers, employees in the ad)
Expertise (e.g., medical doctors)
Status (e.g., CEOs in the ad)

Question 14

Theory of Reasoned Action

Answer 14

Explains how attitudes form & change
Accounts for social environment
Behavioral intention=Attitude+subjective norms
BI=(Belief x evaluations) + (Normative beliefs x motivation to comply)

Question 15

Use TORA to change actions

Answer 15

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

Question 16

High Affective Processing

Answer 16

Process holistically rather than analytically
Central
When affective involvement is high or when hedonic or symbolic motivations are important.

Question 17

Source and Message Factors

for High Affective Processing

Answer 17

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

Question 18

Message Factors

for Low Effort Attitude– cognition–thoughts

Answer 18

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

Question 19

How Do Low-effort Affective Processes Occur?

Answer 19

The mere exposure effect
Mood
Classical conditioning
Attitude toward ad

Question 20

Mood

Answer 20

Biasing effect on attitudes in a mood-congruent direction

Effect of color or lighting on mood

Question 21

Classical Conditioning

Answer 21

Ivan Pavlov
Behavioral Learning Theory:
Change behavior without conscious opinion change
“Linking” between two objects causes association

Question 22

Stimulus & classical conditioning

Answer 22

Neutral stimulus (bell)-->no response
Unconditioned stimulus (food)-->unconditioned response (salivation)
Conditioned stimulus (bell after conditioning with food)---->conditioned response (salivation)

Question 23

Does classical conditioning work

Answer 23

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

Question 24

Source and Message Factors

for Low Affective Attitude

Answer 24

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

Question 25

Central vs. Peripheral Routes to Persuasion

Answer 25

look at slide 72