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8

Attitudes & Persuasion


CONSUMER BEHAVIOR
Buying, Having, and
Being

ELEVENTH EDITION

Michael R. Solomon

Copyright © 2015 Pearson Education 8-1


Learning Objective 1
It is important for consumer researchers to
understand the nature and power of attitudes.

• Term attitude is used in many contexts:


- „What is your attitude toward gender
equality?”
- „Young man, I don’t like your attitude!”

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The Power of Attitudes
• Attitude is a lasting, general evaluation of
people, objects, advertisements, or issues
(attitude objects).
• Endures over time because we don’t
change it easily.
• It is general because it applies to more
than a momentary event
• Attitudes influence behavior! – explained
by Functional Theory of Attitudes
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Functional Theory of Attitudes

• Attitudes exist because they serve some


function for the person.
• Two people can each have an attitude
toward some object for very different
reasons. => why ?

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Functional Theory of Attitudes

VALUE-EXPRESSIVE
UTILITARIAN FUNCTION:
FUNCTION:
Rewards and punishments
Values or self-concept
I like the taste of a
Branded clothing describes
cheeseburger
me as a high-style person

EGO-DEFENSIVE KNOWLEDGE FUNCTION:


FUNCTION: Need for order, structure,
Protect ourselves from or meaning
external threats or internal Pharma company wants you
feelings
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to know about the pain 8-5
Resistance to instant coffee relievers
Learning Objective 2
Attitudes are complex construct

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The ABC Model of Attitudes
Attitudes have three components:
• Affect: the way a consumer feels about an
attitude object (feeling)
• Behavior: person’s intentions to do something
with regard to an attitude object (doing)
• Cognition: beliefs a consumer has about an
attitude object (knowing)

ABC model => relate to three types of decision


making
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Hierarchies of Effects

• Which comes first: knowing, feeling,


or doing?

• Hierarchy of effects explains the


relative impact and sequence of the
three components.

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Hierarchies of Effects

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Hierarchies of Effects
Standard Learning Hierarchy
• Person approaches a product decision as a
problem-solving process.
• High involvement: seek out a lot of
information, carefully weigh alternatives, come
to a thoughtful decision.
• Think => Feel =>Do (cognitive decision making)

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Hierarchies of Effects
Low-Involvement Hierarchy
• Person initially doesn’t have a strong
preference for one brand over another;
instead, she acts on the basis of limited
knowledge and forms an evaluation only after
she has bought the product
• Do => Feel => Think (habitual decison making)

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Hierarchies of Effects
Experiential Hierarchy
• Consumers act on the basis of their emotional
reactions aroused by intangible product
attributes (package design, advertising, brand
names, setting)
• Feel => Do => Think (affective decision making)

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 2-12


Learning Objective 3

We form attitudes in several ways.

Copyright © 2015 Pearson Education 8-13


How Do We Form Attitudes?
Attitudes can result from:
• Classical conditioning (a marketer
repeatedly pairs an attitude object such as
Pepsi name with a jingle „The Pepsi
Generation”)
• Instrumental conditioning (you take a sip of
your Pepsi and it quenches your thirst)

• Consumers vary in their commitment to an


attitude. Commitment relates to involvement.
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All Attitudes Are Not Created Equal
Levels of Attitude Commitment
INTERNALIZATION
Deep-seeded attitudes become part of consumer’s value
system
Changing sweetness of Coca-Cola was more than a minor
taste preference

IDENTIFICATION
Attitudes formed in order to conform to another person or
group
Students wear clothing with their University logo

COMPLIANCE
Consumer forms attitude because it gains rewards or avoids
punishments
I buy Coca cola because it’s accessible. But I will equally
Copyright © 2015 Pearson Education easily buy Pepsi. 8-15
Learning Objective 4
• A need to maintain consistency among all
of our attitudinal components often
motivates us to alter one or more of them.

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The Consistency Principle

• Boyfriend and Coca Cola taste example


• Consistency Principle: A need to maintain
consistency among all of our attitudinal
components often motivates us to alter one or
more of them
• Cognitive consistency: harmony among
thoughts, feelings, and behaviors
• Cognitive dissonace: taking action to resolve
inconsistencies (I made a stupid mistake to buy
this pants. vs. I am not a stupid person.
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Motivational Conflicts

• There is a motivation for every purchase. A


purchase decision might involve more than one
motive. Those motives might be in conflict.
• 3 types of conflicts
• Approach-approach conflict
• Approach-avoidance conflict
• Avoidance-avoidance conflict

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Motivational Conflicts
Choose between two possible alternatives Go home for holidays or on a
skiing trip with friends?

Desire and wish to avoid at the same time Buying a natural fur coat?
Overcome guilt by „Because
I’m worth it.” slogan.

Two unwanted alternatives Buy old or new car? Special


credit plan to ease the pain of
car payments.

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Attitude Theories
• Self – Perception Theory
We observe our own behavior to recognize our attitudes
I must be into Facebook pretty big time. I seem to spend half
of my time on it.
• Social Judgment Theory
People assimilate new information about attitude objects in
light of what they already know or feel
This is a cashmere sweatter. Cashmire is soft, thus I will buy.
• Balance Theory
Balancing relations among different attitude objects and
altering attitudes so that these remain consistent
Your friend is my friend
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Learning Objective 5
• Attitude models identify specific
components and combine them to predict
a consumer’s overall attitude toward a
product or brand.

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Attitude Models
• Difficult to measure because:
o different people perceive importance of
attitudes differently
o attitudes are influenced by other people

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Attitude Models
• Multiattribute models - consumer’s attitude
toward an object depends on the beliefs he has
about several attributes
• Elements of multiattribute models:
• Attributes – characteristics
• Beliefs – assessment if a product has or
doesn’t have those characteristics, +/-
• Importance weights – priority of each
characteristic

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Multiattribute attitude models
Sandra’s College Decision

Beliefs (β)
Attribute Import. (I) Smith Princeton Rutgers Northland
Academic reputation 6 8 9 6 3
All women 7 9 3 3 3
Cost 4 2 2 6 9
Proximity to home 3 2 2 6 9
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9
Library facilities 5 7 9 7 2

Attitude Score 163 142 153 131

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Marketing Applications
of the Multiattribute Model

Capitalize on Relative Advantage


Sandra doesn’t believe that athletics is important on college. Rutgers
marketer should try to convince her that it is.

Strengthen Perceived Linkages


Sandra doesn’t think high of Northland’s academic performance. Marketer
should develop information campaigns to improve perceptions.

Add a New Attribute


Introduce internship program for business majors

Influence Competitor’s Ratings


Employ comparative advertising strategy
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Do Attitudes Predict Behavior?
The Theory of Reasoned Action

• Attitude does not necessarily predict behavior


• Measuring attitudes: direction and strength of
attitudes
• Measurng attitude toward buying: measure
attitude toward the act of buying, not just the
product

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How Do Marketers Change Attitudes?
Basic psychological principles:
Likely to More
give, if we Reciprocity Scarcity desirable if
first receive not available

We try not to
Believe
contradict
authoritative Authority Consistency what we’ve
sources
said before

We will agree Consider what


with those we Liking Consensus others do
like or admire before we act

An active attempt to change attitudes is PERSUASION

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Learning Objective 6
• The communications model identifies
several important components for
marketers when they try to change
consumers’ attitudes toward products and
services.
• Communication models can be:
- Traditional
- Interactive

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Communication Models – Traditional

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Communication Models – Interactive

8-30
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Learning Objective 7
• The consumer who processes a message
is not the passive receiver of information
marketers once believed him or her to be.

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New Message Formats
• M-commerce
• Social Media Platforms (Blogs, vloggs,
podcasts, virtual worlds, twitter, widgets,
transmedia formats)

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Learning Objective 8
• Several factors influence the effectiveness
of a message source

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Message Source Effectiveness

• Credibility (communicator’s expertise,


objectivity, trustworthiness). Is the person
competent?
• Attractiveness (communicator’s social value –
physical appearance, personality, similarity to
the receiver).
• Star Power (Celebrities as Communications
Sources)
• Nonhuman Endorsers
8-34
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Learning Objective 9
• The way a marketer structures his or her
message determines how persuasive it will
be.

Does the communication stress a unique


attribute or benefit of the product?

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 2-35


Message Structure
Positive Effects Negative Effects

Showing convenience of use Extensive information on


components, ingredients, nutrition
Showing new product/improved features Outdoor setting (message gets
Casting background (i.e., people are lost)
incidental to message) Large number of onscreen
Indirect comparison to other products characters

Demonstration of the product in use Graphic displays

Demonstration of tangible results


An actor playing a role of an ordinary person
No principal character (more time devoted to
the product)

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Meassage Structure
Offensive or annoying messages:
• Emphasized usage of a sensitive product (haemorrhoid
medicine)
• Over-dramatized situation
• That put down a person in terms of appearance,
knowledge or sophistication
• Important relationship (i.e. marriage) threatened
• That show physical discomfort, sexually suggestive
• That portray an unattractive or unsympathetic character
• That have poor casting or execution

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Types of Message Appeals
Emotional versus Rational Appeals:
https://www.youtube.com/watch?v=EACCynroX1w

Sex Appeals

Humorous Appeals
https://www.youtube.com/watch?v=BnFi8HcAtEU

Fear Appeals
https://www.youtube.com/watch?v=YfRGm2LNZpI

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Learning Objective 10

Audience characteristics help to


determine whether the nature of
the source or the message itself
will be relatively more effective.

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The Source versus the Message
Elaboration likelihood model

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Questions

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