I. Attitude
Business Administration 461 with Yang at University of Wisconsin - Milwaukee
About this deck
By: Alicia Bartosic
Textbook: Consumer Behavior
Consumer Behavior
Outlines & Highlights for Consumer Behavior by Wayne D. Hoyer, ISBN: 9780547079929
Created: 2011-03-28
Size: 32 flashcards
Views: 35
Textbook: Consumer Behavior
Consumer Behavior Outlines & Highlights for Consumer Behavior by Wayne D. Hoyer, ISBN: 9780547079929Created: 2011-03-28
Size: 32 flashcards
Views: 35
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Motivational approach to persuasion
- Functional theory of attitudes
- Cognitive consistency principle
- Balance theory
1. Functional theory of attitudes
Katz: attitudes exist because they serve some function
- determined by a person's motives
Attitude functions
- Utilitarian
- Value-expressive
- Ego-defensive
- Knowledge
Utilitarian attitude function
Help us to approach rewards and avoid punishments
Marketing focus: reward and punishments
Value-expressive attitude function
Express our traits, characteristics, and preferences
Marketing focus: social image-oriented appeals
Ego-defensive attitude function
Bolster our self-esteem, deal with frustration and emotional conflict
- Ex: microwave (implies that women couldn't take care of family)
Marketing focus: fear appeals and authority figures
Knowledge attitude function
Summarize information and simplify the world
Marketing focus: factual and rationale appeals
Marketing implications
Key: consistency between functions of attitudes and types of appeals in ad claims
2. Cognitive consistency principle
Humans value/seek harmony among feelings (A), behaviors (b), and thoughts (C)
dissonance: discomfort felt as a result of imbalance between ABC components
- conflicts of ABC motivate us to reduce dissonance
Ways to reduce dissonance
- Add an element
- Eliminate an element
- Change an element
3. Balance theory
Triad attitude structures
- person
- perception of attitude object
- perception of other person/object
Balanced/harmonious triad elements
Unit relation: one element belongs to the other (ex. belief)
Sentiment relation: two elements are linked because a person has expressed a preference for the other
Cognitive approach to persuasion
- Multi-attribute models
- Fishbein model
- Theory of reasoned action (planned behavior)
1. Multi-attribute models
3 elements of multi-attribute models
- Attributes
- Beliefs [-3, +3]
- Importance weights [1, 7]
2. Fishbein model
Most influential multi-attribute model
3 components of attitudes:
- salient attributes
- beliefs: object-attitude linkages
- evaluation of each important attribute
Overall attribute score
Provides a way to quantify attitudes
Overall Attitude Score = (consumer's rating of each attribute for all brands) x (importance rating for that attribute)
Marketing applications of Fishbein model
- Capitalize on relative advantage
- Strengthen perceived product/attribute linkages
- Add a new attribute
- Influence competitor's ratings
3. Theory of reasoned action (extension of Fishbein model)
Research proved low correlation between reported attitude and actual behavior
Extended Fishbein's model in 3 ways:
- Behavior intentions (attitude + subjective norms)
- Role of social norms
- Attitude specificity
Social judgement theory
We assimilate new information about attitude objects in light of what we already know/feel
- initial attitude = frame of reference (filter)
3 statements that we will accept
1. latitude of acceptance
2. latitude of rejection
3. zone of non-commitment
- attitude change most likely to occur when in this category
Assimilation effects
Messages that fall within the latitude of acceptance are perceived as more consistent with your initial position than they actually are.
Contrast effects
Messages that fall within the latitude of rejection appear to be more further away from your initial position than they actually are.
Self-persuasion approach of persuasion
- Elaboration likelihood model (ELM)
- Dual route of persuasion
- Central: comparative advertising
- Peripheral: product placement
1. Elaboration Likelihood Model
Low elaboration (shallow thinking)
High elaboration (deep thinking)
2. Dual route of persuasion
Central vs. peripheral route of persuasion
Determinant: MAO
- motivation, ability, opportunity
Central route
Focus on the most central/important information provided when forming an attitude
- product characteristics, benefits, flaws
EX: comparative advertising
Peripheral route
Focus on contextual/peripheral cues when forming an attitude
- attractive source, background music
EX: product placement
Effectiveness of persuasion
Relative effectiveness of a message depends on consumers' level of involvement with advertised product.
High involvement: look for "steak"
- strong message arguments
Low involvement: look for "sizzle"
- attractive packaging, celebrity
Central vs. Peripheral
Central
- high involvement
- focus on product info
- more elaboration, deep thoughts
- true attitude change
Peripheral
- low involvement
- focus on non-product info
- less elaboration, shallow thoughts
- temporary attitude change
Product placement
Practice of low-involvement persuasion that places brand name items as props in the media as a form of advertising.
Benefits of product placement
- lack of clutter
- targeted audience
- celebrity endorsement
- can be more persuasive
Problems with product placement
- can be annoying
- not realistic
- dependent on success of movie/show
About this deck
By: Alicia Bartosic
Textbook: Consumer Behavior
Consumer Behavior
Outlines & Highlights for Consumer Behavior by Wayne D. Hoyer, ISBN: 9780547079929
Created: 2011-03-28
Size: 32 flashcards
Views: 35
Textbook: Consumer Behavior
Consumer Behavior Outlines & Highlights for Consumer Behavior by Wayne D. Hoyer, ISBN: 9780547079929Created: 2011-03-28
Size: 32 flashcards
Views: 35
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy