BUAD473: EXAM 2Chapter 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 thingso Over a long periodo Learnedo Characteristics of attitudes: favorability (degree which we like/dislikesomething), 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 Attitudeso 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 productif 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 astarbucks 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 inclinedto 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 Influencedo Attractivenesso Match up-hypothesis: idea that the source must be appropriate for the product/serviceo 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 Strategieso 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 evaluationso add a new salient beliefo add a new normative belief- Attitude Toward Ado 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 informationo hedonic dimension: when ad creates positive or negative feelings.- Factors that affect whether a consumers attitudes will influence the behavior:o level of involvement/elaborationo knowledge/experienceo analysis of reasonso accessibility of attitudeso attitude confidenceo specificity of attitudeso attitude-behavior relationshipo emotional attachmento situational factorso