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Attitudes & Persuasion
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
“What is your attitude toward alcohol consumption?”
Hum….I don’t like your attitudes.”
The Power of Attitudes
■ Attitude: “a lasting, general evaluation of people, objects, advertisements, or issues”
■ product specific
■ general consumption related behavior
Persuasion
■ Active attempt to change attitudes
Attitude Formation
through
■ classical conditioning
■ Instrumental conditioning
■ Learning through cognitive processes (e.g., observational learning)
ABC Model of Attitudes
Affect
Cognition Behavioral Intention
intentions to take action
how consumers feel about
what he believes to be true about
Hierarchies of Effects
Commitment to an Attitude
COMPLIANCE (Lowest level) consumer forms attitude because it gains rewards
or avoids punishments
IDENTIFICATION (Mid-level) attitudes formed in order to conform to another
person or group
INTERNALIZATION (Highest level) deep-seeded attitudes become part of
consumer’s value system
Consistency Principle
■ Cognitive Dissonance Theory: change components to make them consistent
• eliminating
• adding
• changing
Consistency Principle: Marketing Implications
• Post purchase dissonance
…need to find more reasons to like the product after we buy it.
Behavioral Motivation
Approach a positive outcome
Avoid a negative outcome
To change the world!
To avoid F!
-‐ +
Types of Motivational Conflicts
Self-Perception Theory
FOOT-IN-THE-DOOR TECHNIQUE: If he or she agrees to a small request, there is a higher likelihood of agreeing to another, larger request.
People come to know their attitudes by observing their own behavior, thus actions influence attitudes
“Would you mind doing me a small favor?”
Social Judnment Theory: Involvement & Latitude of Acceptance
■ ( ) involved individuals / ( ) brand loyalty
Latitudes of Rejection
Latitude of Acceptance
Latitudes of Rejection
more strong
Latitudes of
Rejection
Latitude of Acceptance Latitudes of Rejection
■ ( ) involved individuals / ( ) brand loyalty less weak
Balance Theory
+
+
Juna
God
+
Juna’s nonchristian friend