Chapter 8 - Persuation

Question 1

Persuasion

Answer 1

Influencing consumers attitudes and behavior is one of the most fundamental yet challenging tasks facing the marketer. The direct attempts by marketers to influence consumer attitudes is termed persuasion.

Question 2

Commitment to an attitude

Answer 2

When a new product is introduced people tend to form attitudes based upon previous experience. The degree to which attitudes can be changed will depend upon a persons level of attitude commitment. There are three recognized levels:

Compliance- occurs when a person expresses an attitude because it helps them obtain reward or avoid punishment of others. Such attitudes are usually superficial and can easily be changed once the influencing agent is changed.

Identification- occurs when people form attitudes in order to be the same as other people whom they wish to identify. Such attitudes flow from a desire to be liked by others (affiliation) and follow their wishes. They help people to maintain relationships.

Internalization- refers to attitudes which are “deep seated” and based upon a persons value system. They are, therefore, closely linked to the concept of enduring involvement and can be explained by the concept of means end chains. It is extremely difficult to change internalized attitudes because this requires networks of knowledge and beliefs to be changed

Question 3

The functions of attitudes

Answer 3

We know that when a person needs to interpret an object, or to choose between alternatives, they recall information stored in memory to assist them. The functional theory of attitudes argues that attitudes