Chapter 6 - Attitude & Attitude Changes PDF

Chapter 6 - Attitude & Attitude changes Type Lecture Reviewed coming out in exam yes Attitudes & Attitude Components Components of Attitude Functi...

Chapter 6 - Attitude & Attitude changes Type Lecture Reviewed coming out in exam yes Attitudes & Attitude Components Components of Attitude Functions of Consumer Attitudes Hierarchy of Effects High-Involvement Hierarchy Low-Involvement Hierarchy Experiential Hierarchy Behavioural Influence Hierarchy Message & Source Effects & Persuasion Interactive Communications Basic Communication Model Communication in a Computer Mediated Environment Message Appeal Sex Appeals Humour Appeals Fear Appeals Violence Appeals Message Construction Source Effects Source Credibility Source Attractiveness Source Likeability Source Meaningfulness Attitudes & Attitude Components Chapter 6 - Attitude & Attitude changes 1  Attitudes: the relatively enduring overall evaluations of objects, products, services, issues/people attitudes play a critical role in consumer behaviour attitudes are among the most researched topics in the entire field of consumer research & in all social sciences attitudes & value are closely related consumers have positive attitudes toward products that deliver value Components of Attitude ABC Approach to Attitudes: approach that suggests that attitudes encompass one’s affect, behaviour & cognitions (/belief) toward an object affect refers to feelings about an object cognitions refer to beliefs that the consumer has about an object behaviour refers to the overt behaviour that consumers exhibit as well as their intentions to behave Functions of Consumer Attitudes Hierarchy of Effects Chapter 6 - Attitude & Attitude changes 2  Hierarchy of Effects: the attitude approach that suggests that affect, behaviour & cognitions form in a sequential order according to this approach, affect, behaviour & cognitions (beliefs) form by following 1 of 4 hierarchies: 1. High-Involvement(/”standard learning”) hierarchy 2. Low-Involvement hierarchy 3. Experiential hierarchy 4. Behavioural influence High-Involvement Hierarchy or Standard Learning, occurs when a consumer faces a high- involvement decision/addresses a significant problem HI decisions are important to a consumer & often contain significant risk in this hierarchy: 1. beliefs about products are formed first 2. feelings/evaluations about the product are formed 3. the consumer decides to act in some way toward the product Low-Involvement Hierarchy Many consumer purchases & problems are not very risky/even significant; instead, they are routine & boring Chapter 6 - Attitude & Attitude changes 3  when LI purchases are made, consumers often have some basic beliefs about products w/o necessarily having strong feelings toward them Experiential Hierarchy Many purchases are based on feelings, & consumers often purchase products/try exps simply bc they “feel good”/”feel right” Impulse purchases can be explained from the experiential perspective these are often motivated by feelings consumers buy a product spontaneously & w/ little concern for consequences Behavioural Influence Hierarchy some behaviours occur w/o either beliefs/affect being strongly formed beforehand behaviour is influenced by environmental cues Message & Source Effects & Persuasion Message Effects: how the appeal of a message & its construction affect persuasiveness Source Effects: the characteristics of a source that influence the persuasiveness of a message in the basic communication model (One-to-many approach): a source encodes a message & delivers the message through some medium Chapter 6 - Attitude & Attitude changes 4  the receiver (consumer) decodes the message & responds to it in some way feedback consists of the responses that the receiver sends back to the source noise represents all the stimuli in the environment that disrupt the communication process Interactive Communications The OTM communications model works well when examining personal communications/traditional advertising media interactive communications have changed the communication paradigm; communication is seen as an interactive process in what might be referred to as a many-to-many approach this dramatically changes the basic communication model w/ a newer conceptualisation for a computer-mediated environment Basic Communication Model Communication in a Computer Mediated Environment Message Appeal Sex Appeals popular saying in marketing: “Sex sells!” consumers often find sexually appealing ads to be persuasive, even when they consider them to be exploitative/offensive, Chapter 6 - Attitude & Attitude changes 5  but reactions to the strategy depend on various factors, such as gender, level of nudity & romantic themes Humour Appeals humorous ads can attract attention, create a positive mood, & enhance both attitude toward a brand & purchase intentions humour appeals can also decrease the credibility of a message source Fear Appeals advertisers may attempt to evoke some level of fear in their target audiences as a means of changing attitudes & behaviours these ads often rely on the relationship between a threat (an undesirable consequence of behaviour) & fear (an emotional response). the product being advertised is often promoted as a solution to remove a threat Violence Appeals women are less receptive to violence in advertisements regardless of the level of severity of the violence; younger consumers are generally more receptive to violence in advertising many violent ads use elements of humour to lessen the degree to which the ad is disturbing Message Construction The way that the message is constructed also impacts its persuasiveness Serial Position Effect: an effect that occur when the placement of info in a message impacts recall of the info Chapter 6 - Attitude & Attitude changes 6  Primary Effect: an effect that occurs when the info placed early in a message has the most impact Recency Effect: an effect that occurs when the info placed late in a message has the most impact Source Effects Source Credibility credible sources tend to be more persuasive than less credible sources this effect tends to be highest when consumers lack the ability/motivation to expend effort attending to the details of an ad (Low Involvement) Expertise refers to the amount of knowledge that a spokesperson is perceived to have trustworthiness refers to a perception of the extent to which a spokesperson is presenting a message that they truly believe source credibility also applies to the company Source Attractiveness attractive models are often thought to possess desirable qualities & personalities & tend to be more persuasive than unattractive spokesperson attractive models are more effective when promoting products that have an intimate appeal unattractive models are more effective when promoting products that have no intimate appeal the attractiveness of the models has an effect when the consumer’s elaboration likelihood is high Source Likeability Chapter 6 - Attitude & Attitude changes 7  likeable sources tend to be persuasive individuals differ in terms of who they like & dislike the advertising industry relies heavily on a Q-score rating provided by Marketing evaluations, Inc. as an indication of the overall appeal of celebrities source likeability affects persuasion more for consumers w/ low need for cognition than for those w/ a high degree of this trait Source Meaningfulness celebrities have images & cultural meanings that resonate w/ consumers the dominant characteristics of a source should match the characteristics of the product Matchup Hypothesis: the hypothesis that states that a source feature is most effective when it is matched w/ relevant products Chapter 6 - Attitude & Attitude changes 8