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Goals

 Understand the nature and components of attitudes

 Explain methods of changing attitudes
Chapter 7  Apply attitude and attitude change in marketing

Attitude and persuasion

Content 1. Definition of Attitude

1. Definition of attitude
An attitude is a lasting,
2. Attitude functions general evaluation of
3. Attitude components people (including oneself),
4. How attitude is formed objects, advertisements or
issues
5. How to change attitude
Solomon
6. Application of attitude in Marketing

1. Definition of Attitude 2. Attitude functions

The nature of attitude: utilitarian function

Aiming for a certain target value-expressive function
Relatively stable for familiar things ego-defensive function
Difficult to change knowledge function

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2. Attitude functions 2. Attitude functions

Utilitarian function Value-expressive function

1. Attitude 2. Attitude functions

1.3. Functions of attitude 1.3. Functions of attitude

ego-defensive function knowledge function: applies when a person is in an
ambiguous situation or confronts a new product

3. Attitude components 3. Attitude components

- sympathetic nervouse system
Affects reactions
Cognition Stimuli - affective verbal statements
(personal stimuli,
situations, social
- sensory reactions
problems, social Attitude Cognition
- verbal statements about belief
groups and
otherattitude
targets) - public actions
Affects Behaviours Behavior
- verbal statements about
tendency
behaviours

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3.1 Affects (emotions) 3.1 Affects (emotions)

Customers tend to get attached to a brand once it manages

to “touch” their emotions.

3.2. Cognition

What consumers believe to be true about the attitude object

3.3. Behaviours
Cadillac Escalade
Infinity QX56
Lexus LX570
the actions that consumers take toward an object
Lincoln Navigator
Toyota Land Cruiser
Land Rover
Range Rover

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3.4 Hierarchies of Effects 3.4 Hierarchies of Effects

High-Involvement Hierarchy
High-Involvement Hierarchy
Low-Involvement Hierarchy
Experiential Hierarchy Attitude
based on the
Think Feel Do processing
(Cognition) (Affects) (Behaviours) of cognitive
information

3.4 Hierarchies of Effects 3.4 Hierarchies of Effects

Low-Involvement Hierarchy Experiential Hierarchy

Attitude Attitude is
based on the based on the
Think Do Feel behavioral Feel Do Think experience
(Cognition) (Behaviors) (Affects) learning (Affects) (Behaviors) (Cognition) of
process excitement

4. How attitude is formed 4. How attitude is formed

 We form an attitude in several different ways, depending on the  Principle of cognitive consistency: we value harmony among our
particular hierarchy of effects that operates. thoughts, feelings, and behaviors, and a need to maintain uniformity
 Consumers’ commitment to an attitude: among these elements motivates us.

• Compliance - to gain rewards or avoid punishment. This attitude  Self-perception theory: we maintain consistency as we infer that
is superficial. we must have a positive attitude toward an object if we have bought
or consumed it
• Identification - to conform to another person’s or group’s
expectations  Foot-in-the-door technique: They know that consumers are more
likely to comply with a big request if they agree to a smaller one
• Internalization -deep-seated attitudes become part of our value first
system

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4. How attitude is formed 4. How attitude is formed

 Balance theory  Multiattribute Attitude Models
Ajk =∑βijkIik

i = attribute
j = brand
k = consumer
I = the importance weight given attribute i by consumer k
b = consumer k’s belief regarding the extent to which brand j possesses
attribute i
A = a particular consumer’s (k’s) attitude score for brand j

Example 4. How attitude is formed

Attribute Smartphone A Smartphone B Smartphone C  Do Attitudes Predict Behavior?
Screen (20%) 8 9 6 The theory of reasoned action
Design (10%) 10 7 8
Memory capacity 9 10 7
(25%)
Battery life (20%) 8 7 9
Speed (25%) 7 9 8
Evaluation score 8.2 8.65 7.55
(attitude)

5. How to change attitude 5. How to change attitude

5.1 Changing the cognitive element 5.1 Changing the cognition element
 Marketing Applications of the Multiattribute Model brand attributes
• Capitalize on relative advantage
• Strengthen perceived product/attribute linkages
• Add a new attribute
• Influence competitors’ ratings

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5. How to change attitude 5. How to change attitude

4.1 Changing the cognition element 5.2 Changing the affective element
adding new attributes Application of classical conditioning (using celebrities or
KOLs)
Changing consumers’ feeling through advertisements
üemotional/fear/humor appeals
üsex appeals

4. How to change attitude

Humorous advertising Humorous advertising

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Comparative advertsing 5. Ways to change attitude

5.3 Changing the behavioral element

Application of operant conditioning

5. Ways to change attitude 5. How to change attitude

5.4 Basic psychological principles for persuasion 5.4 The Elements of Communication
 Reciprocity—We are more likely to give if first we receive.  Source: credibility, attractiveness
 Scarcity—Like people, items are more attractive when they aren’t  Message: picture vs words, repetition, format, appeals
available.  Source vs Messsage: The Elaboration Likelihood Model (ELM)
 Authority—We believe an authoritative source much more readily than • high involvement: central route. When we find the information in a
one that is less authoritative. persuasive message relevant or interesting, we pay careful attention
 Consistency—People try not to contradict themselves in terms of what to it
they say and do about an issue. • low involvement: peripheral route. When we don’t care as much
 Liking—We agree with those we like or admire. about a product, the way it’s presented increases in importance
 Consensus—We consider what others do before we decide what to do.

6. Marketing application based on attitudes 6. Marketing application based on attitudes

6.1. Market segmentation 6.1. Market segmentation

• the multiattribute attitude model → segmenting by • the value-expressive function → psychographic
benefits sought segmentation

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6. Marketing application based on attitudes Discussion

6.2. Marketing strategies to change attitude 1. Provide an example of an advertisement that you believe
• Cognition → product attributes to be very successful in raising customers’ sense of humor of
fear
• Affects → classical conditioning & emotional appeal
• Behaviour → operant conditioning 2. In your opinion, is using celebities to deliver product
messages to consumers able to orientate the consumers’
• Characteristics of the source and message
attitude towards a product or brand?
• Native advertising → make your ad look natural and not annoying for
audience

Discussion

3. Think about foodstalls/restaurants you like and do not like

to patronize. Design a multi-attribute model for the two
restaurants, making sure both spectrums are included. Make
suggestions of how the managers could improve the
restaurants’ images by following the strategies and tactics
found in this chapter