Chapter 8 - Attitudes and Persuasion

Question 1

Attitude and ABC Model

Answer 1

• Attitudes are evaluative statements, either favorable or unfavorable, about objects, people, situations, and events.
• Affect: feelling
• Behavior: Intention to act
• Cognitive: Evaluation

Question 2

Hierarchies of Effects

Answer 2

Standard Learning hierarchy:
cognition-> Affect -> Behavior -> Attitude based on cognitive info processing.

Low-Involvement Hierarchy:
Cognition-> Behavior -> Affect-> Attitude based on behavioral learning processes.

Experiental Hierarchy:
Affect-> Behavior-> Cognition-> Attitude based on hedonic consumption.

Question 3

The strength of attitude commitment

Answer 3

Internalization: Highest level-> deep-seeded attitudes become part of consumer’s value system.

Identification: Mid-level-> attitudes formed in order to conform to another person or group.

Compliance: Lowest-level -> consumer forms attitude because it gains or avoid punishments.

Question 4

Attitude principle:

1) Consistency principle

Answer 4

• We want harmony among ABC. And if necessary, we will change one of ABC.
• Cognitive dissonance is the inconsistency between attitude and behavior. We eliminate, add or change an attitude/ behavior to reduce inconsistency.

Question 5

Self-Perception Theory

Answer 5

The theory assumes that we observe our own behavior to determine what our attitude are.
This theory helps to explain the effectiveness of sales strategies such as the foot-in-door technique or door-in-face technique.

Question 6

Social Judgment theory

Answer 6

Theory assumes that we form new attitude based on previous attitude.
People do differ in terms of what information they find acceptable: Latitudes of acceptance and rejection.
-> Assimilation effect: Messages that fall within the latitudes are considered consistent even if they are not.
-> Contrast effect: Those that fall outside our latitude are rejected even if they are not that different.

Question 7

Balance theory

Answer 7

Balance theory considers how a person perceives relations among different attitude objects, and how he alters his attitudes so that these remain consistent (or “balanced”).

/_\ Person/Consumer, Other person, Attitude Object

Question 8

Attitude models:

Multiattribute attitude models

Answer 8

Consumer’s attitudes toward an Ao (attitude object) depend on beliefs she has about object attributes

Three elements of multiattribute:

• Attributes of Ao
• Beliefs about Ao
• Importance weights

Question 9

How to predict consumer’s behavior?

The theory of reasoned action

Answer 9

• The theory aims to measure behavioral intentions.
• It recognizes the social pressure.
• It measures attitude toward the act of buying, not just the product.

Question 10

Persuasion

Answer 10

Deliberate efforts to change: Attitude, Intention and Behavior

But, consumers may try to resist persuasion.

Question 11

How can we change people’s attitudes?

Answer 11

• Reciprocity: I am nice to you, then u are nice to me.
• Authority: we listen to our authorities.
• Liking: we will agree to those we like/ admire.
• Scarcity: Just limited edition! that makes it more valuable.
• Consistency: I watched already movie 1,2,3 and it is very likely that I will see the movie 4.
• Consensus: we will consider what other do before we decide what to do.

Question 12

Tactical communications options

Answer 12

• Who will be the source of message?
• How should message be constructed?
• What media will transmit message?
• What target market characteristics will infuence ad’s acceptance?

Question 13

The Source

Answer 13

Source effects: the same words by different people have different meanings.

• A “source” may be chosen due to expertise, fame, attractiveness, or similarity.

Question 14

What makes a good source?

Answer 14

• Source credibility: a source’s perceived expertise, objectivity, or trustworthiness.
• > knowledge bias (do they really know/understand what they say?) and reporting bias (Do they received a pay for saying that?) hurts credibility.

-Source attractiveness: Social value, such as physical appearance, personality, social status or similarity to the receiver.

Question 15

Characteristics of good and bad messages

Answer 15

To be effective, messages shouldn’t cover too much information or distract the receiver.

Question 16

Decisions to Make About the Message:

Should use pictures or words

Answer 16

Pictures are better

• At creating emotions
• Under low-involvement situation
• For hedonic products

Verbal messages are effective

• When providing factual information
• Under high-involvement situation
• For utilitarian products.

Question 17

Decisions to Make About the Message:

How often should message be repeated?

Answer 17

The two-factor theory explains the fine line between familiarity and boredom.
The Positive Learning side of repetition is that it increases familiarity and reduces uncertainty about the product.
The Negative Tedium side is that boredom increases with each exposure. At some point, the boredom is greater than the amount of reduced uncertainty and then wear-out/ adaptation begins.

Question 18

Decisions to Make About the Message: Should it show both sides of argument?

Answer 18

One sided:

• For supportive arguments only.
• Under low-involvement situation.

Two sided:

• Positive (supportive) and negative (refutational) information.
• Reduce reporting bias.
• Effective with well educated and not-yet-loyal audiences.

Question 19

Decisions to Make About the Message:

Should it explicitly compare product to competitors?

Answer 19

Comparative advertising enables a brand to compare itself to another on specific attributes. However, it can result in a negative outcome. Consumers may doubt credibility.