ATTITUDE AND PERSUASION Flashcards by Sarah O Keeffe

Attitude

a lasting, general evaluation of people (including oneself), objects, brands, ads, or issues

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Valence/ evaluation of attitude

+ or -

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How to measure strength /magnitude

Accessibility
Confidence
Persistence
Resistance
CAPR

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ABC’s of attitude

Affect
Behaviour
Cognition

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What does affect stand for

emotions, feelings, motivation for attitudinal behaviour

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What does behaviour stand for ?

intentions, actual actions (purchasing, voting, studying) - millions are spent on polls, focus groups, and surveys.

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What does cognition stand for

mental processes and thoughts, organises the response to the object, determines how the object is perceived, categorised, etc.

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Having a favourable attitude does not equal

Being satisfies with a product
Being emoitionally attached

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What is satisfaction

typically a one-time response to an episode of consumption.

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What are the two types of attitudes

Explicit and implicit

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What are explicit attitudes

consciously held beliefs and values
-have access to them and can sel-report
-predict through thoughtful purchases

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How are explicit attitudes measured?

On a numbered scale
E.g How much do you like Hilton hotels?
I hate them 1 2 3 4 I love them

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What is an implicit attitude

Exist outside of consciousness
-more spontaneous and difficult to control
-may be unwilling or unable to self-report
-predict spontaneous choices and impulse purchases

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What is the link between explicit attitudes and behaviour

They need motivation, ability, and opportunity to implement attitudes.
-More specific attitude measurements will generally be more predictive.

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How do we measure implicit attitude

Implicit Association Test (IAT)

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What is the Implicit Association Test (IAT)

-Two attitude objects are pitted against each other
-Measures strength of implicit associations and predicts automatic behaviour
-Measures errors and reaction time

Elaboration

the extent to which a person thinks about the issue-relevant arguments contained in a message

What are the two routes to persuasion

Central : careful processing of information in message
Peripheral: heuristic processing of information in message

What is the attitude change used when the central route is used

depends on strength of arguments in the message

What attitude change is used when the peripheral route is used

Depends on the presence of persuasive cues

What determines the route of persuasion

1.Motivation
-Personal relevance/involvement
-Accountability
-Need for cognition
2.Ability
-Intelligence
-Distraction (cognitive load)
-Time pressure
-Message complexity

What is the central route of persuasion

High involvement, cognitive analysis of brand features and benefits
Arguments are based on perceived strengths
Creates more enduring attitudes related to behavioural intention

What are the two types of arguments

Strong = generate favourable thoughts
Weak = generate unfavourable thoughts

What is the peripheral route to persuasion

Low involvement, emotional analysis of situation and feelings

What are cues (peripheral route)

Create interest in a message even if there is little interest in the product itself

What are the two types of cues

Source messages: originator of message - physical attraction, celebrities etc. Message factors: the content itself - repetition, number of arguments, sex appeal, humour etc.

What are the 6 peripheral factors used in persuasion

1. Consistency 2. Liking 3. Reciprocity 4. Scarcity 5. Social Proof 6. Authority CASSRL

Authority

Source credibility, trustworthiness, expertise More credibility = higher attitude change

Consistency

Commitment, foot-in-the-door, public accountability

Consistency and sunk-cost bias

Multiple sources: -waste aversion -reputation No one wants to be viewed as inconsistent or a quitter…

Liking

Physical attraction, familiarity, similarity, praise -People more likely to agree with their own gender (lunch study) -34% of Ps help with english paper with different bdays -62% of Ps help when bdays match

Reciprocity

Small gifts, give and take, charitable appeal -20% of people sent Christmas cards back to strangers "Phil and Joyce"

Door-in-the-face technique

persuasive strategy that involves making a large, unreasonable request first, followed by a smaller, more acceptable one. -contrast between the two requests makes the second one seem more reasonable and appealing, increasing the likelihood of compliance.

Scarcity

Shortage, discontinuations, long waiting lines, distance -Participants who viewed the scarcity ad threw more punches to the defenseless opponent than those who viewed the control ad

Social proof

Influence on peers, social networks, testimonials and petitions -more passerby when Ps looked up, than not looking -The more flyers on the floor increased the littering of flyers at amusement park -Frequency of towel reusing was most popular when local norm message was used - 75% of the guests who stayed in this room...

When might persuasion tactics backfire

Reactance: a motivational state directed toward a re-establishment of the free behaviours which have been eliminated When you want to do something because you are not allowed to

Two intrusions on freedom relevant to consumer behaviour

Persuasion attempts Persuasion knowledge Restricted access Consequences= wanting original choice more + decreases liking source of restriction

What us the magic of number of positive claims

3 >3 produces scepticism when trying to persuade someone

An illustration

Non-persuasion conditions : goal is not to persuade participants to adopt a particular belief, attitude, or behaviour. -Reading Consumer Report Article about cereal brand being healthier Persuasion condition: cereal brand having new packing showing the cereal is healthier The perceived quality of cereal is greater from reading Consumer Report