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11-1© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
11-2
PART III: INTERNAL INFLUENCESPART III: INTERNAL INFLUENCES
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CHAPTERCHAPTER 1111
ATTITUDES ATTITUDES AND AND
INFLUENCING INFLUENCING ATTITUDESATTITUDES
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Consumer Behavior In The News…Consumer Behavior In The News…
Predicting Celebrity Success…Predicting Celebrity Success…
Celebrity endorsements cost serious $$Celebrity endorsements cost serious $$
Sometimes they work…sometimes they don’t…Sometimes they work…sometimes they don’t…
You be the judge:You be the judge:
Tiger Woods and NikeTiger Woods and Nike
Lucy Liu and IntelLucy Liu and Intel
Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.
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Consumer Behavior In The News…Consumer Behavior In The News…
Predicting Celebrity Success…Predicting Celebrity Success…
Tiger Woods and NikeTiger Woods and Nike
A A HITHIT for Nike for Nike
“…“…synonymous with everything Nike stands for synonymous with everything Nike stands for and…reinforces the brand proposition…”and…reinforces the brand proposition…”
Lucy Liu and IntelLucy Liu and Intel
A A MISSMISS for Intel for Intel
No “…obvious connection to the brand and the No “…obvious connection to the brand and the association isn’t memorable.”association isn’t memorable.”
Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.
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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes
An attitudeattitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
AttitudesAttitudes serve four key functions for individuals:
1.1. Knowledge functionKnowledge function
2.2. Value-expressive functionValue-expressive function
3.3. Utilitarian functionUtilitarian function
4.4. Ego-defensive functionEgo-defensive function
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Attitude ComponentsAttitude Components
It is useful to consider attitudes as having three componentsIt is useful to consider attitudes as having three components ::
Cognitive ComponentCognitive Component
Affective ComponentAffective Component
Behavioral ComponentBehavioral Component
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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes
Attitude Components and ManifestationsAttitude Components and Manifestations
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Attitude ComponentsAttitude Components
The cognitive componentcognitive component consists of a consumer’s beliefs about an object.
The multiattribute attitude modelmultiattribute attitude model provides a measure of a consumer’s overall attitude and evaluation of a brand.
The overall cognitive component becomes more favorable as:
The number of positive beliefs increase
The extent to which each belief is more extremely positive
The ease of recall of positive beliefs increases
Cognitive ComponentCognitive Component
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Attitude ComponentsAttitude Components
Feelings or emotional reactions to an object represent the affective componentaffective component of an attitude.
Marketers are increasingly turning their attention to the affective or “feeling” component to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component.
Affective ComponentAffective Component
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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes
SAM (Self-Assessment Mannequin)SAM (Self-Assessment Mannequin)
PP
EmotionEmotionDimensionDimension
AA
DD
P=Pleasure; A=Arousal; D=DominanceP=Pleasure; A=Arousal; D=Dominance
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Attitude ComponentsAttitude Components
The behavioral componentbehavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity.
Behavioral ComponentBehavioral Component
Actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur.
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Attitude ComponentsAttitude Components
Direct versus Indirect ApproachDirect versus Indirect Approach
Actual behavior and response tendencies are most often measured by fairly directdirect questioning.
Such directdirect questioning may work well for most consumption, but not so well for sensitive topics like alcohol, pornography and eating patterns.
In these cases, indirectindirect questions such as estimating the behavior of other people similar to themselves may help to reduce the bias.
Behavioral ComponentBehavioral Component
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Attitude ComponentsAttitude Components
Attitude Component ConsistencyAttitude Component Consistency
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Attitude ComponentsAttitude Components
Attitude components—cognitivecognitive, affectiveaffective, and behavioralbehavioral—tend to be consistent.
However, the degree of apparent consistency can be reduced by a variety of factors.
Marketers must incorporate these factors when developing persuasive messages and strategies.
Attitude Component ConsistencyAttitude Component Consistency
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Attitude ComponentsAttitude Components
Seven factors may account for inconsistencies:Seven factors may account for inconsistencies:
1.1. Lack of NeedLack of Need
2.2. Lack of AbilityLack of Ability
3.3. Failure to Consider Relative AttitudesFailure to Consider Relative Attitudes
4.4. Weakly Held Beliefs and AffectWeakly Held Beliefs and Affect
5.5. Failure to Consider Interpersonal InfluenceFailure to Consider Interpersonal Influence
6.6. Failure to Consider Situational FactorsFailure to Consider Situational Factors
7.7. Measurement IssuesMeasurement Issues
Attitude Component Consistency
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Attitude Change StrategiesAttitude Change Strategies
Change the Cognitive ComponentChange the Cognitive Component
Change the Affective ComponentChange the Affective Component
Change the Behavioral ComponentChange the Behavioral Component
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Attitude Change StrategiesAttitude Change Strategies
Four basic marketing strategies used for altering the cognitive structure of a consumer’s attitude:
Change the Cognitive Component Change the Cognitive Component
1.1. Change BeliefsChange Beliefs
2.2. Shift ImportanceShift Importance
3.3. Add BeliefsAdd Beliefs
4.4. Change IdealChange Ideal
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Attitude Change StrategiesAttitude Change Strategies
Marketers use three basic approaches to directly increase affect:
Change the Affective Component Change the Affective Component
1.1. Classical ConditioningClassical Conditioning
2.2. Affect Toward the Ad or Web SiteAffect Toward the Ad or Web Site
3.3. Mere ExposureMere Exposure
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Attitude Change StrategiesAttitude Change Strategies
1. Purchase or use behavior may be the (indirect) result of changing the affective or cognitive components.
2. However, purchase or use behavior may precede the development of cognition and affect.
This more direct approach is based on operant conditioning.
Key is inducing product trial while ensuring the trial will be rewarding.
Change the Behavioral Component Change the Behavioral Component
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Attitude Change StrategiesAttitude Change Strategies
• CouponsCoupons
• Free samplesFree samples
• Point-of-purchase Point-of-purchase displaysdisplays
• Tie-in purchases Tie-in purchases
• Price reductionsPrice reductions
Change the Behavioral Component Change the Behavioral Component
Common techniques used for inducing trial behavior include:
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
The Elaboration likelihood model (ELM)Elaboration likelihood model (ELM) is a theory about how attitudes are formed and changed under varying conditions of involvement.
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Individual and Situational Characteristics Individual and Situational Characteristics that Information Attitude Changethat Information Attitude Change
ELM ELM ModelModel
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
Core Tenants of ELM: Part ICore Tenants of ELM: Part I
• Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be
stronger
more resistant to counter-persuasion attempts
more accessible from memory, and
more predictive of behaviors
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
Core Tenants of ELM: Part IICore Tenants of ELM: Part II
• Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT
• Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
BUT there are caveats and exceptions relating to cue relevance and competitive situation.
Cue Relevance - What is a PC/CC?
• Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo.
• In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
Competitive Situation - PCs can influence persuasion under HI INVOLVEMENT in competitive situations when:
• Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker).
• Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.
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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change
Consumer Resistance to PersuasionConsumer Resistance to Persuasion
• Consumers are not passive to persuasion attempts
• Consumers are often skeptical (an individual characteristic) and resist persuasion
• Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.
11-29
Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Three types of communication characteristics:Three types of communication characteristics:
1.1. Source CharacteristicsSource Characteristics
Represents “who” delivers the message
2.2. Appeal CharacteristicsAppeal Characteristics
Represents “how” the message is communicated
3.3. Message Structure CharacteristicsMessage Structure Characteristics
Represents “how” the message is presented
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
1.1. Source CredibilitySource Credibility• Persuasion is easier when the target market views the
message source as highly credible
2.2. Celebrity SourcesCelebrity Sources• Celebrity sources can be effective in enhancing
attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
3.3. SponsorshipSponsorship• Sponsorships often work in much the same manner as
using a celebrity endorser
Source Characteristics
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Source CharacteristicsSource Characteristics
Source credibilitySource credibility consists of trustworthiness and expertise.
In a testimonial adtestimonial ad, a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.
One factor that can diminish the credibility of any source is if consumers believe that the firm is paying the source for his or her endorsement.
Billboard of Testimonial AdBillboard of Testimonial Ad
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Source CharacteristicsSource Characteristics
Billboard Ad Showing Celebrity Billboard Ad Showing Celebrity EndorsementEndorsement
Celebrity sourcesCelebrity sources widely used.
Effectiveness enhanced when marketers match:
•image of the celebrity with
•personality of the product with
•actual or desired self-concept of the target market.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Matching Endorser with Product and Target AudienceMatching Endorser with Product and Target Audience
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Source CharacteristicsSource Characteristics
• Overexposure
• Negative behavior involving the spokesperson
Using a celebrity as a company spokesperson creates special risks, such as
Many firms are creating spokes-charactersspokes-characters rather than using celebrities.
•Spokes-charactersSpokes-characters can add credibility to a message as well as attract attention. Some come to serve as a symbol of the product (e.g., Jolly Green Giant)
•Provide firm with total control
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Applications in Consumer BehaviorApplications in Consumer Behavior
The Mr. Clean Magic Eraser Duo ad provides a good example of spokes-spokes-characters.characters.
© The Procter & Gamble Company. Used by permission.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Source CharacteristicsSource Characteristics
SponsorshipSponsorship is when a company provides financial support for an event.
SponsorshipsSponsorships often work in much the same manner as using a celebrity endorser
That is, the characteristics of the sponsored event may become associated with the sponsoring organization. Absolut Sponsored the GLAAD Absolut Sponsored the GLAAD
AwardsAwards
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
1.1. Fear AppealsFear Appeals
2.2. Humorous AppealsHumorous Appeals
3.3. Comparative AdsComparative Ads
4.4. Emotional AppealsEmotional Appeals
5.5. Value-Expressive versus Utilitarian AppealsValue-Expressive versus Utilitarian Appeals
Appeal Characteristics
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Appeal CharacteristicsAppeal Characteristics
Fear appealsFear appeals
Fear appealsFear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.
Fear appealsFear appeals can be effective at forming, reinforcing and/or changing attitudes.
The ethics of such appeals should be examined carefully before they are used.
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Applications in Consumer BehaviorApplications in Consumer Behavior
This ad is a great example of the use of fear appeal.
In this case, it is used to spell out the risks of illegally downloading movies.
Courtesy Motion Picture Association of America, Inc.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Appeal CharacteristicsAppeal Characteristics
Humorous appealsHumorous appeals
Humorous appealsHumorous appeals are ads built around humor appear to increase attention to and liking of the ad. Especially for those individuals high in need for humor.
The overall effectiveness of humor is generally increased when the humor related to the product or brand in a meaningful way and is viewed as appropriate for the product by the target audience.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Appeal CharacteristicsAppeal Characteristics
Comparative adsComparative ads
Comparative adsComparative ads directly compare the features or benefits of two or more brands.
Comparative adsComparative ads are often more effective than non-comparative ads in generating the following:
• attention
• message and brand awareness,
• greater message processing
• favorable sponsor brand attitudes
• increased purchase intentions and behaviors
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Appeal CharacteristicsAppeal Characteristics
Emotional appealsEmotional appeals
Emotional ads Emotional ads are designed primarily to elicit a positive affective response rather than provide information or arguments.
Emotional advertisementsEmotional advertisements may enhance persuasion by increasing
• attention and processing of the ad (and thus) ad recall
• liking of the ad
• product liking through classical conditioning
• product liking through high-involvement processes
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Appeal CharacteristicsAppeal Characteristics
Value-expressive versus Utilitarian appealsValue-expressive versus Utilitarian appeals
Utilitarian appealsUtilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market.
Most effective for functional products
Value-expressive appealsValue-expressive appeals attempt to build a personality for the product or create an image of the product user.
Most effective for products designed to enhance self-image or provide other intangible benefits
**** ****
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1.1. One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages
2.2. Positive versus Negative FramingPositive versus Negative Framing
3.3. Nonverbal ComponentsNonverbal Components
Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure Characteristics
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure Characteristics
One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages
One-Sided MessagesOne-Sided Messages
Marketers generally present only the benefits of their product, or only one point of view.
One-sided messagesOne-sided messages are most effective at reinforcing existing attitudes.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure Characteristics
One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages
Two-Sided MessagesTwo-Sided Messages
Marketers present both good and bad points in their product message.
Two-sidedTwo-sided messages tend to be more effective than one-sided messages in changing a strongly held attitude.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure Characteristics
Positive versus Negative FramingPositive versus Negative Framing
Message framingMessage framing refers to presenting one of two equivalent value outcomes either
• in positivepositive or gain terms (positive framingpositive framing), or
• in negativenegative or loss terms (negative framingnegative framing)
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure CharacteristicsPositive versus Negative FramingPositive versus Negative Framing
Attribute FramingAttribute Framing
Only a single attribute is the focus of the frame.
For example, describing beef as either
• 80% fat free (positive frame)
or• 20% fat (negative frame)
Goal FramingGoal Framing
Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act.For example, having a yearly mammogram• Benefits of having mammogram emphasized (positive frame)• Risks of not having mammogram emphasized (negative)
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure Characteristics
Positive versus Negative FramingPositive versus Negative Framing
Positive Frame best for Attribute Framing Situation
Hence, 80% fat free better than 20% fat.
Negative Frame best for Goal Framing Situation
Hence, stressing the risks of not having a mammogram better than stressing the benefits of having one.
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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change
Message Structure CharacteristicsMessage Structure Characteristics
Nonverbal ComponentsNonverbal Components
Nonverbal components can influence attitudes through affect, cognition, or both.
Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include:
• pictures• music• surrealism
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Market Segmentation and Product Market Segmentation and Product Development Strategies Based on AttitudesDevelopment Strategies Based on Attitudes
Market SegmentationMarket Segmentation
1. A marketer needs to know the importance consumers attach to various product/service features.
2. Consumers who look for the same benefits are grouped into segments and additional information is obtained to develop a more complete picture.
3. Separate marketing programs can then be developed for each of the selected target segments.
Benefit segmentationBenefit segmentation is the segmenting of consumers on the basis of their most important attribute(s).
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Market Segmentation and Product Market Segmentation and Product Development Strategies Based on AttitudesDevelopment Strategies Based on Attitudes
Product DevelopmentProduct Development
Steps in developing a new product or reformulating an existing product:
1. Construct a profile of a consumer segment’s ideal level of performance on key attributes.
2. Create a product concept that closely matches the ideal profile.
3. Translate the concept into an actual product.
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Market Segmentation and Product Market Segmentation and Product Development Strategies Based on AttitudesDevelopment Strategies Based on Attitudes
Using the Using the Multiattribute Multiattribute Attitude Model in Attitude Model in the Product the Product Development Development ProcessProcess