Attitudes based

on High Effort CHAP. 5

Presented by:
Joshua James S. Adad
Rhea Tipagad
Heizel Jamcro
Zandro Rene Bayan
Karl Adrian Eiilandag
Lanie Crisostomo
Janine Veah Gonzaga
Dan Crispin
John Michael Danao
 What are Attitudes?

• Attitude- a relatively global and enduring evaluation of an

object, issue, person, or action.

• The Importance of Attitute:

• Cognitive Function- How attitudes influence our thoughts.
• Affective Function- How attitudes influence our feelings.
• Connative Function- How attitudes influence our behavior.
 The Characteristics of Attitudes:

• Favorability- The degree to which we like or dislike something.

• Attitude accessibility- How easily an attitude can be remembered.
• Attitude confidence- How strongly we hold an attitude.
• Attitude persistence- How long our attitude lasts.
• Attitude resistance- How difficult it is to change an attitude.
• Ambivalence- When our evaluations regarding a brand are mixed
(both positive and negative).
 Forming and Changing Attitudes

• -Marketers can better create or influence consumer’s attitudes toward new

offerings and novel behaviors when they understand how attitudes are formed.
• The Foundation of Attitudes:
• Exhibit 5.1 Attitudes are based on:
Cognitions (Thoughts) Affect (feelings/emotions)
-direct or imagined experience.
-reasoning by analogy or category. -emotional processing
-values-driven attitudes. -affective response
-social identity-based attitude generation.
-analytic attitude construction. -attitude toward the ad

-simple beliefs -the mere exposure effect.

-classical and evaluative conditioning.
-unconscious influences -attitude toward the ad.
-the environment -Mood
 The Role of Effort in Attitude Formation and Change

• Central-route processing- the attitude formation and change

process when effort is high.

• Peripheral-route processing- the attitude formation and

change process when effort is low.
The Cognitive Foundations of Attitudes

• Direct or Imagined Experience-

• Reasoning by Analogy or Category-

• Values-Driven Attitudes-

• Social Identity-Based Attitude Generation-

• Analytical Processes of Attitude Formation-

What is Cognitive Response?

• Thoughts we have in response to a communication.

• Cognitive Response to Communications:
Counterargument (CA)- Thought that disagrees with the message.

Support argument (SA)- Thought that agrees with the message.

Source derogation (SD)- Thought that discounts or attacks the

source of the message.
Definitions of Terms:

• Belief discrepancy- When a message is different from what consumers believe.

• Expectancy-value model- widely used model that explains how attitudes form
and change.
• Theory of reasoned action (TORA)- a model that provides an explanation of
how, when, and why attitudes predict behaviour.
• Behavior (B)- What we do.
• Behavioral Intention (BI)- What we intend to do.
• Attitude toward the act (Aact)- How we feel about doing something.
• Subjective norm (SN)- How others feel about our doing something.
• Normative Influence- How other people influence our behaviour through social
pressure.
• Theory of Planned Behavior- an extension of the TORA model that predicts
behaviors over which consumers perceive they have control.
 Con’t.
• Credibilty- extent to which the source is trustworthy, expert, or has status.
• Sleeper effect- consumers forget the source of a message more quickly than they forget
the message.
• Strong Argument- a presentation that features the best or central merits of an offering in
a convincing manner.
• Argument Quality- an example of a strong argument message is one based on research and
backed by the Good Housekeeping Seal of approval.
• One-sided message- a marketing message that presents only positive information.
• Two-sided message- a marketing message that presents both positive and negative
information.
• Comparative message- a message that makes direct comparisons with competitors.
• Affective response- when consumers generate feelings and images in response to a
message.
 Con’t.
• Emotional appeal- a message designed to elicit an emotional response.
• Attractiveness- a source characteristics that evokes favourable attitudes if a source is
physically attractive, likable, familiar, or similar to ourselves.
• Match-up hypothesis- idea that the source must be appropriate for the product/service.
• Emotional contagion- a message designed to induce consumers to vicariously experience a
depicted emotion.
• Fear Appeal- a message that stresses negative consequences.
• Terror management theory (TMT)- a theory which deals with how we cope with the threat of
death by defending our world view of values and beliefs.
• Attitude toward the ad (Aad)- whether the consumer likes or dislikes an ad.
• Utilitarian (or functional) dimension- when an ad provides information.
• Hedonic dimension- when an ad creates positive or negative feelings.
Marketing Implications:

• Change Beliefs

• Change Evaluations

• Add a new belief

• Encourage Attitude

• Target normative beliefs

When Attitudes Predict Behavior?

• Level of involvement/elaboration
• Knowledge and experience
• Analysis of reasons
• Accessibility of attitudes
• Attitude confidence
• Specificity of attitudes
• Attitude-behavior relationship over time
• Emotional attachment
• Situational Factors
• Normative Factors
• Personality variables