Consumer Behavior: Buying, Having, and

Being
Thirteenth Edition, Global Edition

Chapter 7

Attitudes and Persuasive

Communications

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Learning Objectives
7.1 It is important for consumer researchers to understand
the nature and power of attitudes.
7.2 We form attitudes in several ways.
7.3 Persuasion involves an active attempt to change
attitudes.

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Learning Objective 7.1
It is important for consumer researchers to understand the
nature and power of attitudes.

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The Power of Attitudes
• Attitude: a lasting, general evaluation of people, objects,
advertisements, or issues
• Attitude object (AO): anything toward which one has an
attitude

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7.1.1 Functional Theory of Attitudes
• Psychologist Daniel Katz developed the functional theory of attitudes to
explain how attitudes facilitate social behavior.
• Utilitarian Function:
– Relates to rewards and punishments

• Value-Expressive Function:
– Expresses consumer’s values or self-concept

• E G O-Defensive Function:
– Protect ourselves from external threats or internal feelings

• Knowledge Function:
– Need for order, structure, or meaning

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Attitude Fun Consumer form attitudes Example​
ctions​ toward product because..​

1. Utilitarian​ • because they simply Ads stress the product benefits if

either provide pleasure (reward) or pain used and problem if did not use ​
(punishment).​ e.g. “Safe sex with Condom” or
(Refer Instrumental Conditioning “No Condom leads to Unsafe Sex” ​
Learning Theory in Topic 3)​ ​

2. Value- • because of what the product says Ad stress the AIO of the product​
Expressive​ about his/her identity as a person. ​ e.g. “Straight out of Gym” pull-outs
(Refer Psychographic Segment in the magazine for man who
Analysis that consider how consumer consistently reads the Men’s Fitness
develop a cluster of AIO to express their magazine (A: Hobbies, I: Recreation, O:
identity in Topic 5)​ Themselves)​
​ ​

3. • to protects themselves either Ad stress the threat​

Ego- Defensi from external threats or internal e.g. Deodorant ads stressing
ve​ feelings (e.g. self-esteem or guilty)​ the embarrassing feeling if you are
caught with underarm odour in public​
​
4. • Because the human need for Ads stress surety​
Knowledge​ order, meaning and structure in e.g. clothing company ads says “It’s OK
life, especially when consumer is in an to war casual pants to work, but only
ambiguous situation​ on Friday”​
​

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For Reflection (1 of 10)
• Imagine that you work for the marketing department of
your college or university and have segmented students
into four different clusters, each representing one of the
four functions identified by Katz.
• Develop a marketing strategy based on each of the four
functions to motivate students to stay in school and
complete their degrees.

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7.1.2 The ABC Model of Attitudes
Attitudes are more complex than they first appear.

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The ABC Model of Attitudes

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Hierarchies of Effects
• High-involvement hierarchy
– assumes that a person approaches a
product decision as a problem-solving
process.
• Low-involvement hierarchy
– assumes that the consumer initially doesn’t
have a strong preference for one brand over
another; instead, he or she acts on the basis
of limited knowledge and forms an
evaluation only after he or she has bought
the product.
• Experiential hierarchy of effects
– act on the basis of our emotional reactions.

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Figure 7.1: Three Hierarchies of Effects

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For Reflection (2 of 10)
• Share a decision you made following the three learning
hierarchies:
– Think Feel Do
– Do Feel Think
– Feel Do Think

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Learning Objective 7.2
We form attitudes in several ways.

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7.1.3.1 Attitude Commitment
Internalization
Highest level: deep-seeded attitudes become part of
consumer’s value system
Identification
Mid-level: attitudes formed in order to conform to another
person or group
Compliance
Lowest level: consumer forms attitude because it gains
rewards or avoids punishments

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For Reflection (3 of 10)
• Share a commitment you’ve made at each of the three
levels of commitment:
– Internalization
– Identification
– Compliance
• Can you feel the variations in commitment for the three
types? Explain.

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7.1.3.2 Consistency Principle
• We value/seek harmony among thoughts, feelings, and
behaviors
• We will change components to make them consistent
• Relates to the theory of cognitive dissonance – we take
action to resolve dissonance when our attitudes and
behaviors are inconsistent

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7.1.3.4 Balance Theory
Considers how a person might perceive relations among
different attitude objects and how he might alter attitudes to
maintain consistency.
Triad attitude structures:
• Person
• Perception of attitude object
• Perception of other person/object

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Figure 7.2 Balance Theory

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For Reflection
• Interview a student next to you about a behavior that he or
she has that is inconsistent with his or her attitudes (e.g.,
attitudes toward healthy eating or active lifestyle, attitudes
toward materialism, etc.)
• Ask the student to elaborate on why he or she has the
behavior, then try to identify the way the person has
resolved dissonant elements.

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7.1.3.5 Attitude Models
Attitude models identify specific components and combine
them to predict a consumer’s overall attitude toward a
product or brand.

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7.1.3.5.1 A Multiattribute Attitude Model:
The Fishbein Model
• Salient Beliefs
• Object-Attribute Linkages
• Evaluation

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7.1.3.5.2 The Extended Fishbein Model:
The Theory of Reasoned Action
• Intentions versus behavior: measure behavioral
intentions, not just intentions
• Social pressure: acknowledge the power of other people
in purchasing decision
• Attitude toward buying: measure attitude toward the act
of buying, not just the product

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Marketing Applications of the
Multiattribute Model (1 of 2)
Table 8.1 The Basic Multiattribute Model: Saundra’s College Decision
Beliefs (B)

Attribute (i) Importance (I) Smith Princeton Rutgers Northland

Academic 6 8 9 6 3
reputation
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 Blank 163 142 153 131

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Marketing Applications of the
Multiattribute Model (2 of 2)
• Capitalize on Relative Advantage
• Strengthen Perceived Linkages
• Add a New Attribute
• Influence Competitor’s Ratings

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Learning Objective 7.3
Persuasion involves an active attempt to change attitudes.

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7.2 How Do Marketers Change
Attitudes?
• Reciprocity - We are more likely to give if first we receive.
• Scarcity - Like people, items are more attractive when they aren’t
available.
• Authority - We believe an authoritative source much more readily
than one that is less authoritative.
• Consistency - people try not to contradict themselves in terms of what
they say and do about an issue.
• Liking - We agree with those we like or admire.
• Consensus - We consider what others do before we decide what to
do.

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For Reflection (5 of 10)
• Can you think of a time that you were persuaded by
marketing? Which of the persuasion tactics were used
and in what way?

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7.2.3 Permission Marketing
• acknowledges that a marketer will be more successful when he or she
communicates with consumers who have already agreed to listen to
him or her; consumers who “opt out” of listening to the message
probably weren’t good prospects in the first place.

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For Reflection (6 of 10)
• In what kinds of situations would the traditional
communications model work less effectively?

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Elements of Communication
The communications model identifies several important
components for marketers when they try to change
consumers’ attitudes toward products and services.

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7.2.4 The Source (1 of 3)
The consumer who processes a message is not necessarily
the passive receiver of information marketers once believed
him or her to be.
• Credibility and attractiveness are two particularly important source
characteristics (i.e., how much we either believe or like the
communicator).

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Figure 8.4 Updated Communications
Model

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The Source (2 of 3)
• Source credibility
– communicator’s expertise, objectivity, or trustworthiness.

• Disclaimers
– message that supply additional information the advertiser is required to provide
(“possible side effects may include nausea, diarrhoea, or death”)

• Native advertising
– refers to digital messages designed to blend into the editorial content of the
publications in which they appear. These messages may look a lot like a regular
article, but they often link to a sponsor’s content.

• Knowledge bias
– implies that a source’s knowledge about a topic is not accurate.

• Reporting bias
– occurs when a source has the required knowledge but we question his or her
willingness to convey it accurately—as when a racket manufacturer pays a star
tennis player to use its products exclusively.

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The Source (3 of 3)
• Source attractiveness
– refers to the social value recipients attribute to a communicator.

• Shared endorsements
– users who follow or rate a product or service may find that their endorsements
show up on the advertiser’s page. (Facebook and Google)

• Halo effect
– occurs when we assume that persons who rank high on one dimension excel on
others as well. (We assume that good-looking people are smarter, hipper, and
happier than the rest of us.)

• Star power
– messages are more effective when there’s a logical connection between the star
and the product.
– works because celebrities embody cultural meanings—they symbolize important
categories like status and social class

• Non human endorsers (Spokecharacters)

– Spokes character is a good substitute for celebrity endorser if celebrity motives
are questioned.

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For Reflection (7 of 10)
• To what extent have mobile messages changed your
behavior as a buyer? Have you acted on a mobile coupon
or message?

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The Message and Source
Several factors influence the effectiveness of a message
source.

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For Reflection (8 of 10)
• Think of a celebrity endorser that you find to lack
persuasive ability.
• What is it about the person, product, or endorser-product
fit that fails to persuade you?

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7.2.5 The Message (1 of 2)
The way a marketer structures his or her message
determines how persuasive it will be.

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Decisions to Make About the Message
• Should we use pictures or words?
• How often should message be repeated?
• Should it draw an explicit conclusion?
• Should it show both sides of argument?
• Should it explicitly compare product to competitors?
• Should it arouse emotions?
• Should it be concrete or based on imagery?

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The Message (2 of 2)
Characteristics of Good and Bad Messages

Positive effects Negative effects

Showing convenience of use Extensive information on components,
ingredients, or nutrition
Showing new product or improved Outdoor setting (message gets lost)
features
Casting background (i.e., people are Large number of on-screen characters
incidental to message)

Indirect comparison to other products Graphic displays

Source: Adapted from David W. Stewart and David H. Furse, “The Effects of Television
Advertising Execution on Recall, Comprehension, and Persuasion,” Psychology &
Marketing 2 (Fall 1985): 135–60. Copyright © 1985 by John Wiley & Sons, Inc. Reprinted
by permission.

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Repeating the Message
Figure 8.5 Two -Factor Theory of Message Repetition

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How Do We Structure Arguments?
• One-sided: supportive arguments
• Two-sided: both positive and negative information
– Refutational argument: negative issue is raised, then
dismissed
– Positive attributes should refute presented negative
attributes
– Effective with well-educated and not-yet-loyal
audiences

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Comparative Advertising
Comparative advertising: message compares two+
recognizable brands on specific attributes.
• “Unlike McDonalds, all of Arby’s chicken sandwiches are
made with 100% all-natural chicken”
• Negative outcomes include source derogation

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Message Formats
M-commerce - marketers promote goods and services via
wireless devices.
New social media platforms:
• Blogs and video blogs
• Podcasts
• Twitter
• Virtual worlds
• Widgets

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New Message Formats (2 of 2)
• Martyrdom effect
– “ice-bucket challenge” for A.L.S research
– people tend to donate more money when they have to suffer a bit for the cause.

• M-commerce
– where marketers promote their goods and services via wireless devices,
including cell phones, PDAs, and iPods

• Social media
– refers to the set of technologies that enable users to create content and
share it with thousands or even millions of others.

• Transmedia storytelling
– strategy typically includes communications media that range from Web
sites, blogs, and email to recorded phone calls and even graffiti
messages scrawled in public spaces.

• Reality engineering
– occurs when marketers appropriate elements of popular culture
and use them as promotional vehicles.
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Product Placement and Branded
Entertainment
• Insertion of specific products and use of brand names in
movie/TV scripts
• Directors incorporate branded props for realism
• Is product placement a positive or negative when it comes
to consumer decision-making?

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Advergaming
• Advergaming refers to
online games merged with
interactive advertisements
• Advertisers gain many
benefits with advergames
• Plinking is the act of
embedding a product in a
video

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Types of Message Appeals
• Emotional versus Rational Appeals
• Sex Appeals
• Humorous Appeals
• Fear Appeals

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7.3 Decisions: The Source versus
The Message
• The Elaboration Likelihood Model (ELM) assumes that,
under conditions of high involvement, we take the central
route to persuasion.
• Under conditions of low involvement, we take a peripheral
route instead.

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ELM

The Elaboration Likelihood Model (EL M) of Persuasion

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For Reflection (9 of 10)
• Old Spice used a sex/humor appeal in its campaign, The
Man Your Man Could Smell Like.
• What benefits were communicated in the ad?
• Is the message implicit or explicit? Explain.

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For Reflection (10 of 10)
• As people become more accustomed to short messages
like “tweets,” will we be less likely to elaborate on
communications? Explain.

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Chapter Summary
• It is important for consumer researchers to understand the
nature and power of attitudes.
• We form attitudes in several ways.
• Persuasion involves an active attempt to change attitudes.

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