PART III: INTERNAL INFLUENCES

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PART III INTERNAL INFLUENCES
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10
Week
ATTITUDES AND ATTITUDE CHANGE
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The Power of Attitudes

• Attitude a lasting, general evaluation of
  people, objects, advertisements, or issues
• Attitude object (AO)
• Help to determine a number of preferences and
  actions

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Functional Theory of Attitudes

• Katz Attitudes exist because they serve some
  function
• Determined by a persons motives
• Attitude functions
• Utilitarian
• Value-expressive
• Ego-defensive
• Knowledge
• Marketers emphasize the function a product serves
  for consumers

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ABC Model of Attitudes

• Three interrelated attitude components
• Affect
• Behavior
• Cognition
• Hierarchy of effects
• Relative impact/importance of attitude components
  depends on consumers motivation toward attitude
  object

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Hierarchy of Effects
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Hierarchy of Effects

• Standard Learning Hierarchy
• Results in strong brand loyalty
• Assumes high consumer involvement
• Low-Involvement Hierarchy
• Consumer does not have strong brand preference
• Consumers swayed by simple stimulus-response
  connections
• Experiential Hierarchy
• Consumers hedonic motivations and moods
• Emotional contagion
• Cognitive-affective model vs. independence
  hypothesis

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Attitude Toward the Ad

• We form attitudes toward objects other than the
  product that can influence our product selections
• We often form product attitudes from its ads
• Aad attitude toward advertiser evaluations of
  ad execution ad evoked mood ad arousal
  effects on consumer viewing context

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Ads Have Feelings Too

• Commercials evoke emotion
• Pleasure
• Arousal
• Intimidation

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Consistency Principle

• Principle of cognitive consistency
• We value/seek harmony among thoughts, feelings,
  and behaviors
• We will change components to make them consistent

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Cognitive Dissonance Harmony

• Conflict of attitudes and behavior motivates us
  to reduce dissonance
• We make them fit by eliminating, adding, or
  changing elements
• Explains why evaluations of products increase
  after purchase

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Self-Perception Theory

• We use observations of our own behavior to
  determine what our attitudes are
• We must have a positive attitude toward a product
  if we freely purchase it, right?
• Low-involvement hierarchy
• Foot-in-the-door technique
• Low-ball technique
• Door-in-the-face technique

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Social Judgment Theory

• We assimilate new information about attitude
  objects in light of what we already know/feel
• Initial attitude frame of reference
• Latitudes of acceptance and rejection
• Assimilation and contrast effects
• Choosy mothers choose Jif peanut butter

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Balance Theory

• Triad attitude structures
• Person
• Perception of attitude object
• Perception of other person/object
• Perception can be positive or negative
• Balanced/harmonious triad elements
• Unit relation and sentiment relation

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Multi-attribute Attitude Models

• Three elements
• Attributes of AO (e.g., college)
• e.g., Scholarly reputation
• Beliefs about AO
• e.g., University of North Carolina is strong
  academically
• Importance weights
• e.g., Stressing research opportunities over
  athletics

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Fishbein Model

• Most influential multi-attribute model
• Three components of attitudes
• Salient beliefs about AO
• Object-attribute linkages
• Evaluation of each important attribute
• Aijk SßijkIik
• Overall Attitude Score (consumers rating of
  each attribute for all brands) x (importance
  rating for that attribute)

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Saundras College Decision
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Fishbein Model (Contd)

• Marketing applications
• Capitalize on relative advantage
• Strengthen perceived product/attribute linkages
• Add a new attribute
• Influence competitors ratings

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Extended Fishbein Model

• Research low correlation between reported
  attitude and actual behavior
• We love commercials, yet still not buy!
• Theory of reasoned action
• Intentions vs. behavior
• Conviction and past purchase behavior
• Behavioral intentions
• Social pressure
• SN NB MC
• Attitude toward act of buying

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Obstacles to Predicting Behavior

• Many researchers do not use Fishbein Model
  appropriately
• A few of the many obstacles
• Actual behavior vs. outcomes of behavior
• Outcomes beyond consumers control
• Voluntary vs. nonvoluntary acts across cultures
• Relative impact of SNs vary across cultures

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Trying to Consume

• Theory of trying
• Criterion should be trying to reach goal
• Intervening factors between intent and
  performance
• Several new components to account for act of
  trying

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Theory of Trying
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Discussion

• Construct a multi-attribute model for a set of
  local restaurants
• Based on your findings, suggest how restaurant
  managers can improve an establishments image.

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Communications and Attitude Change
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Elements in the Communication Process
SENDER
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Interactive Communications

• The traditional communications model doesnt tell
  the whole story
• Consumers have many more choices available and
  greater control to process messages
• Permission marketing

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Changing Attitudes

• Persuasion effectiveness of marketing
  communications to change attitudes
• Reciprocity
• Scarcity
• Authority
• Consistency
• Liking
• Consensus

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Tactical Communications Options

• Who will be source of message?
• How should message be constructed?
• What media will transmit message?
• What target market characteristics will influence
  ads acceptance?

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The Source

• Source effects the same words by different
  people can have very different meanings
• Source credibility
• Source attractiveness
• Match between consumers needs and offered rewards
  of source
• Match between source and type of product
• Experts for utilitarian products
• Celebrities for social risk/impression products
• Typical consumers for everyday/low-risk products

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Source Credibility

• A sources perceived expertise, objectivity, or
  trustworthiness
• Consumers beliefs that communicator is competent
  and provides competitor information
• Credible source is persuasive when consumer has
  no formed opinion about product
• Endorsement contract large profits

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Sleeper Effect

• Over time, disliked sources can still get a
  message across effectively
• We forget about negative source while changing
  our attitudes

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Building Credibility

• Relevant qualifications of source to the product
  can enhance credibility of message

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Source Biases

• Consumer beliefs about product can be weakened by
  a source perceived to be biased
• Knowledge bias
• Reporting bias (hired gun)

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Hype vs. Buzz

• Corporate paradox

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Hype vs. Buzz (Contd)

• Stealth buzz building

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Source Attractiveness

• Perceived social value of source
• Physical appearance
• Personality
• Social status
• Similarity

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What Is Beautiful Is Good

• Halo effect
• Good-looking people are thought to be smarter,
  cooler, and happier
• Consistency principle
• Physically attractive source leads to attitude
  change
• Directs attention to marketing stimuli (ads with
  attractive models)
• Beauty source of information (especially for
  attractiveness - relevant products)

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Star Power

• Celebrities as communications sources
• Tiger Woods 62 million/year in endorsements!
• Famous faces capture attention and are processed
  more efficiently by the brain
• Enhance company images and brand attitudes
• Celebrities embody cultural and product meanings
• Q-Score for celebrity endorsers
• Match-up hypothesis

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Discussion

• Many, many companies rely on celebrity endorsers
  as communications sources to persuade.
  Especially when targeting younger people, these
  spokespeople often are cool musicians,
  athletes, or movie stars
• In your opinion, who would be the most effective
  celebrity endorser today, and why?
• Who would be the least effective, and why?

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Nonhuman Endorsers

• Often, celebrities motives are suspect as
  endorsers of mismatched products
• Thus, marketers seek alternative endorsers
• Cartoon characters
• Mascots/animals

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The Message

• Positive and negative effects of elements in TV
  commercials
• Most important feature stressing unique product
  attribute/benefit

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The Message (Contd)

• Selected message issues facing a marketer
• Message Is it conveyed in words or pictures?
• 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?

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Sending the Message

• Visual vs. verbal communication of message
• Visual images big emotional impact
• Verbal message high-involvement situations
• Factual information
• More effective when reinforced by a framed
  picture
• Require more frequent exposures (due to decay)

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Dual Component of Brand Attitudes
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Vividness

• Powerful description/graphics command attention
  and are strongly embedded in memory
• Active mental imagery (vs. abstract stimuli)
• Concrete discussion of product attribute

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One- vs. Two-sided Arguments

• One-sided supportive arguments
• Two-sided both positive and negative information
• Refutational arguments increase source
  credibility by reducing reporting bias
• Positive attributes should refute presented
  negative attributes
• Effective with well-educated and not-yet-loyal
  audiences

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Drawing Conclusions

• Should argument draw an explicit conclusion for
  consumer?
• Yesif argument is hard to follow or consumers
  motivation is lacking
• Noif message is personally relevant

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Comparative Advertising

• Message compares two recognizable brands on
  specific attributes
• New OcuClear relieves three times longer than
  Visine
• Butconfrontational approach can result in source
  derogation
• Effective for a new product that
• Does not merely say it is better than leading
  brand
• Does not compare itself to an obviously superior
  competitor

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Emotional vs. Rational Appeals

• Appeal to the head or to the heart?
• Many companies use an emotional strategy when
  consumers do not find differences among brands
• Especially brands in well-established, mature
  categories (e.g., cars and greeting cards)
• Recall of ad contents tends to be better for
  thinking ads

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Sex Appeals

• The prevalence of sexual appeals varies from
  country to country
• Nudity/undressed models in print ads generates
  negative feelings/tension among same-sex
  consumers
• Erotic ad content draws attention, but strong
  sexual ad imagery may make consumers less likely
  to
• Buy a product (unless product is related to sex)
• Process and recall ads content

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Discussion

• Think of ads that rely on sex appeal to sell
  products
• How often are benefits of the actual product
  communicated to the reader?

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Humorous Appeals

• Specific cultures have different senses of humor
• Overall, humorous ads do get attention
• Funny ad as source of distraction
• Inhibits counterarguing, thus increasing message
  acceptance

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Humorous Appeals (Contd)

• Humor is more effective when it
• Doesnt swamp message of clearly defined brand
• Doesnt make fun of potential consumer
• Is appropriate to products image

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Fear Appeals

• Emphasize negative consequences that can occur
  unless consumer changes behavior/ attitude
• Fear is common in advertising (especially in
  social marketing)
• Most effective
• Moderate threat
• Presented solution to problem
• Highly credible source
• Not all threats are equally effective at inducing
  a fear response
• The strongest threats are not always the most
  persuasive

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Forms of Story Presentation

• Commercials as a lecture vs. a drama
• Lecture is an attempt at persuasion
• Drama is similar to play or movie
• Draws viewer into action or emotional response
  (transformational advertising)

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ELM

• Receiver will follow one of two routes to
  persuasion

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ELM Steak or Sizzle?

• ELM research indicates that relative
  effectiveness of a strong message and favorable
  source depends on consumers level of involvement
  with advertised product
• Highly involved consumers look for steak
• Strong message arguments
• Those less involved look for sizzle
• Packaging colors/images, celebrity endorsers