Test 3: Attitudes and Influencing Attitudes

Question 1

What is an attitude?

Answer 1

An attitude is the way one thinks, feels, acts toward some aspect of his or her environment.

An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

An attitude is a learned predisposition to respond in a consistently favorable or unfavorable with respect to a given object.

Question 2

What are the three components that compose attitude?

Answer 2

Cognitive Component (Beliefs) -> Consists of a consumer’s belief about an object

Affective Component (Feelings) -> Feeling or emotional reactions to an object

Behavioral Component (Response Tendencies) -> one’s tendency to respond in a manner toward an object or activity (Measured by direct questioning)

Question 3

Explain the Self-assessment manikin (SAM)

Answer 3

SAM measures these three parts – the PAD

1. Pleasure
2. Arousal
3. Dominance

Provides participants with visual representation of 232 “emotional adjectives” underlying PAD

• Effective across different cultures and languages (pictures = no translation)

Question 4

How can you change someones attitude?

Answer 4

For an attitude to remain the same, then all three attitude components must be consistent.

If one component changes, then usually all change in some respect. (It is a reciprocal process)

NB:
Attitude components (cognitive, affective, and behavioral) tend to be consistent.

To have an inconsistent attitude - something has to effect a change in the affective or cognitive state.

Question 5

What factors could account for inconsistencies in attitude? (Think about apple watch example)

Answer 5

• Lack of Need
• Lack of Ability
• Failure to Consider Relative Attitudes
• Attitude Ambivalence (holding mixed -beliefs about an attitude object)
• Weakly Held Beliefs and Affect
• Failure to Consider Interpersonal/Situational Influence

Question 6

So what steps would we take to help change the consumers’ attitude toward our products?

Answer 6

Change one of the 3 components

1. Cognitive Component
   * Change your beliefs about the product (Brand perception)
   * Add new beliefs about the product (Add beliefs to consuemr structure)
2. Affective Component
   * Change your ideals or feelings (Classical conditioning: Add a stimulus the audience likes music, colors, movement)
3. Behavioral Component (Diet soda at a friends house example)

Question 7

What are other factors that can influence attitude change?

Answer 7

Individual Factors:
Gender, Need for cognition (thinking), Consumer Knowledge, Ethnicity, Regulatory forces

Situational Factors:
Program context, Level of viewer distraction, Buying occasion

Question 8

Explain the ELM (Elaboration Likelihood Model)

Answer 8

Theory about how attitudes are formed and changed under varying conditions of involvement

Suggests that involvement is a key determinant of information processed and attitudes changed

(Look it up and read about it)!!

Question 9

How can Consumers Resist Brand Attacks?

Answer 9

• Discrediting (source is unreliable)
• Discounting (reduce the importance of the issue or attribute)
• Containment (consumers seal off their negative information, as a way to quarantine it and avoid having it spoil their positive attitudes)
• behaviors of LOYAL customers = valuable customers

Question 10

Are Consumers Resistant to Persuasion?

Answer 10

• Consumers are not passive to persuasion attempts

- Consumers are often skeptical (an individual characteristic) and resist persuasion

Question 11

Name the three types of communication characteristics

Answer 11

1. Source Characteristics
   Represents “who” delivers the message
2. Appeal Characteristics
   Represents “how” the message is communicated
3. Message Structure Characteristics
   Represents “how” the message is presented

Question 12

Name 3 types of source characteristics

Answer 12

1. Source Credibility
   Persuasion is easier when the target market views the message source as highly credible
   Trustworthiness and expertise
2. Celebrity Sources
   Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
3. Sponsorship
   A company providing financial support for an event
   Sponsorships often work in much the same manner as using a celebrity endorser

Question 13

Name 3 types of appeal characteristics

Answer 13

1. Fear Appeals
   Use the threat of negative consequences
   Can be both physical and social
2. Humorous Appeals
   Humor appears to increase attention
3. Comparative Ads
   Directly compare the features or benefits

Question 14

What is message framing ?

Answer 14

Presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

There are various types of message frames
- The type of frame influences whether positive or negative framing is better

Attribute is the simplest form of message framing.