Attitudes Chapter 7 Attitudes n What are attitudes

Attitudes Chapter 7

Attitudes n What are attitudes? ABC approach n Functions of Attitudes n n n Utilitarian Knowledge Value-expressive Ego defensive Source: http: //www. dearinternet. net

Hierarchy of Effects n High-involvement n n Low-involvement n n Belief → Behavior → Affect Experiential n n Belief → Affect → Behavior → Belief Behavioral n Behavior → Belief → Affect

Consumer Attitude Models n Attitude-toward-the-Object (see Handout) n Measure evaluative rating “How good/bad is it that _____ has ______? ” n -3 to +3 n n Measure belief n n 10 -point scale Compensatory Implications Attitude-behavior consistency

Attitude Persuasion n ATO Approach n n n Change beliefs Add new attributes Changing evaluations Behavior Influence Changing Schema-based Affect

Attitude Persuasion n Elaboration Likelihood Model n n “Shows attitudes are changes based on differing levels of consumer involvement through central or peripheral processing” Central route When is it used? n Central cues n n Peripheral route When is it used? n Peripheral cues n

Attitude Persuasion n Balance Theory n n Consistency principle Triad Source: http: //www. shoppingblog. com

Attitude Persuasion n Social Judgment Theory n “Consumers compare incoming information to their existing attitudes about a particular object or issue, and attitude changes depend on how consistent information is with initial attitude. ” Latitude of Acceptance n Latitude of Rejection n

Message & Source Effects n Message Appeal n Sex appeal n n Humor appeal n n What if too much? Fear appeal n What if too much? Source: http: //www. brandstoke. com

Message & Source Effects n Message Construction n Draw conclusions? n n Should you compare? n n n Yes. No- Where to place important info? n n n Involvement Primary. Secondary- Simple or complex? n n Simple. Complex-

Message & Source Effects n Source credibility Expertise n Trustworthiness n n Source attractiveness Source likeability Source meaningfulness n Matchup hypothesis