BUAD473 EXAM 2 Chapter 5 Attitude Formation Change High Consumer Effort Attitude a relatively global and enduring evaluation likes and dislikes of an object issue person or action o When you generally like something minus a few minor things o Over a long period o Learned o Characteristics of attitudes favorability degree which we like dislike something attitude accessibility how easily attitude can be remembered attitude confidence strength attitude persistence endurance attitude resistance how difficult it is to change attitude and attitude ambivalence mix of pos neg feelings about brand can be more easily influenced by someone else s opinion with ambivalence o Why are attitudes important Attitudes guide our thoughts cognitive function Can influence our feelings affective function And affect our behavior connative function i e we choose which ads to read and pay attention to based off of our attitudes about products and brands This is why marketers sometimes need to change attitudes to influence consumer decision making Theories discuss attitude formation from cognitions thoughts and beliefs i e being influenced by a products features emotions i e when something feels good or seems right Effects of motivation on attitude formation Central route to persuasion attitudes formed under high effort Processing is central because consumers attitudes are based on careful analysis of true issues within a message From extensive processing consumers form strong accessible and confidently held attitudes that are persistent and resistant Peripheral route to persuasion attitudes formed under low effort Based off of a more superficial analysis of message and many times peripheral cues In both instances you can use logic cognitive or affective Cognitive Foundations of Attitudes o Direct or imagined experience i e after test driving a car you are likely to form an attitude on it or imagining yourself test driving a car the elaboration Note your attitude will be more favorable toward a product if you use imagery to elaborate on the positive aspects of it o Reasoning by analogy category considering how similar a product is to other products or to a product category i e if you ve never tried a starbucks frapuccino but have tried their hot coffee you imagine it to be just as delicious and this gives you a favorable attitude towards it o Values drive attitudes individual values drive attitudes i e if you re environmentally conscious you re going to want to purchase products that are also environmentally conscious o Social identity based attitude generation how consumers view their social identity who they are affects what products they would be inclined to buy o Analytical processes of attitude formation after being exposed to marketing stimuli info one forms attitude based on cognitive responses Cognitive responses thoughts we have in response to a communication that can be in the form of recognitions evaluations associations images or ideas Neg thoughts neg attitudes pos thoughts pos attitudes Enough thought is put into responding to the message that the following are formed Counterargument CA neg impact on attitude Support argument SA pos impact on attitude Source derogation SD discount or attack message source i e thinking the guy in this ad was paid to say this Neg impact on attitude High effort cognitively based theories of attitude Class example Fidelity IRA ad with tons of info someone who cares a lot about this will read it all and analyze it Expectancy value models analytical processes that explain how consumers form and change attitudes based on beliefs knowledge about a product and the evaluation of their beliefs Attitudes behavior Theory of Reasoned Action TORA how when and why attitudes predict consumer behavior in U S tries to predict behavior by using attitude as main variable Salient beliefs first thoughts about product brand Behavior B is a function of behavioral intention BI which is determined by attitude toward the act Aact and the subjective norms SN operating in the situation Aact is determined by consumers beliefs bi about the consequences of behavior and consumers evaluation ei of these consequences SN s are determined by normative belief strength NBj and motivation to comply MCj with norms BI Aact SN Normative influences can play a powerful role in how people behave i e the majority of guests reuse their towels Important to realize that it is easiest to predict behavior intention than actual behavior because there are many things that can get in the way of actual behavior Theory of Planned Behavior extension of TORA model that predicts behaviors over which consumers perceive they have control How Affectively Based Attitudes are Influenced o Attractiveness o Match up hypothesis idea that the source must be appropriate for the product service o Fear appeals a message that stress negative scary consequences Attempts to elicit fear or anxiety from not engaging or engaging in a particular behavior o Terror Management Theory TMT provides additional insight into use of fear appeals Deals with how we cope with the threat of death by defending our worldview of values and beliefs Basically means that if the ad is focused too much on negative consequences death then the consumer will focus on that rather than the product itself Attitude Change Strategies o Change belief strength i e in an ad attempting to change belief strength regarding food poisoning it said our fish cheeks are flown in fresh everyday in specially refrigerated containers from the ocean to your mouth o change evaluations o add a new salient belief o add a new normative belief Attitude Toward Ad o under high effort informative ads lead to positive attitude about ad This appeals to the utilitarian functional dimension Consumers also may have negative attitudes about ads that provide little information o hedonic dimension when ad creates positive or negative feelings Factors that affect whether a consumers attitudes will influence the behavior o level of involvement elaboration o knowledge experience o analysis of reasons o accessibility of attitudes o attitude confidence o specificity of attitudes o attitude behavior relationship o emotional attachment o situational factors o normative factors o personality variables Chapter 6 Attitude Formation and Change Low Consumer Effort central route to persuasion cognitive affective peripheral route to persuasion cognitive affective marketers can predict which route will be