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Chapter 8: Attitudes and Persuasive Communications, :arrow_down:, :arrow…
Chapter 8: Attitudes and Persuasive Communications
The power of attitudes
8-1. Consumer researchers understand the nature and power of attitudes
Attitude object (Ao):
anything toward which one has an attitude
Attitudes exist because they serve some function for the person
Utilitarian function:
attitudes toward products because they provide pleasure or pain
Value-expressive function
Forms a product attitude because of what the product says about him or her as a person.
Consider how consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity
Ego-defensive function:
Attitudes we form to protect ourselves either from external threats or internal feelings perform
Knowledge function:
applies when a person is in an ambiguous situation or when he or she confronts a new product
Attitude
is a lasting, general evaluation of people (including oneself), objects, advertisements, or issue
8-2. Attitudes are more complex than they first appear
The ABC model of attitudes
Behavior
refers to the actions he or she takes toward the object or in some cases at least his or her intentions to take action about it
Cognition
: what he or she believes to be true about the attitude object
Affect
describes how a consumer feels about an attitude object
Hierarchies of effects
The Low-involvement hierarchy: Think => Do => Feel
(based on behavioral learning processes)
Consumers are not motivated to process a lot of complex, brand-related information
Consumers be swayed by principles of behavioral learning
Acts on the basis of limited knowledge
The consumer doesn’t have a strong preference for one brand over another
forms an evaluation after buying the product
The experiential hierarchy: Feel => Do => Think
(based on hedonic consumption)
The mood towards a marketing message influences the way they process the ad
The
cognitive-affective model
Emotional reaction is the last step in a series of cognitive processes
Sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it
Act on the basis of emotional reactions
The
independence hypothesis
The impact of aesthetic experiences as opposed to the consumption of products
The high-involvement hierarchy: Think => Feel => Do
(based on cognitive information processing)
Beliefs: accumulates knowledge regarding relevant attributes
Affect: evaluates these beliefs and forms a feeling about the product
Behavior: Engages in a relevant behavior
Motivating to seek out a lot of information, carefully weigh alternatives, and come to a thoughtful decision
A product decision as a problem-solving process
8-3. We form attitudes in several ways
How do we form attitudes?
All attitudes are not created equal
Consumers vary in their commitment to an attitude
Identification
form an attitude to conform to another person’s or group’s expectations
Advertising depicts the dire social consequences: consumers imitate the behavior of desirable models => choose some products over others
Internalization
Deep-seated attitudes become part of value system
Difficult to change
High level of involvement
Compliance
Form an attitude because it helps to gain rewards or avoid punishment
Change when others no longer monitor behavior or another option becomes available
Lowest level of involvement
8-8. Several factors influence the effectiveness of a message source.
The Source
“snail mail” (net-heads’ slang for the postal service), email, or SMS text
sense tells us that if different people say or write the same words,
the message can still affect us differently
Researchers have discussed the power of source effects for more than 60 years
the source of a message can have a big impact on the likelihood that receivers will accept it
Marketers can choose a spokesperson because she is an
expert, attractive, famous, or even a “typical” consumer who is both likable and trustworthy
Credibility and attractiveness are two particularly important source characteristics
A positive source can reduce risk and increase message acceptance overall
“typical” consumers, who are appealing
sources
Source Credibility
refers to a communicator’s expertise, objectivity, or trustworthiness
relates to consumers’ beliefs
A credible source is particularly persuasive when the consumer has yet to learn much about a product or form an opinion of it
some subtle cues can diminish credibility
those super fast disclaimers you often hear at the end of a commercial message
“possible side effects may include nausea, diarrhea, or death”
When consumers don't aready have a positive attitude toward a product, a fast-paced disclaimer leads them to think the advertiser has ulterior motives and they trust the company less.
Sincerity is particularly important when a company tries to
publicize its corporate social responsibility (CSR) activities that benefit the community
technique to generate credibility is to pay an expert or a celebrity
to tout a product
Celebrities increase awareness of a firm’s advertising and enhance both company image and brand attitudes
Sometimes we can think a source is obnoxious, yet it is still
effective
native advertising
A consumer's beliefs about a product's attributes will weaken if he or she perceives that the source is biased
Knowledge bias
Reporting bias
Source Attractiveness: “What is Beautiful is Good”
relates to the person’s physical appearance, personality, social status, or similarity to the reciver
Some sources like Johnny Rotten appeal to us because they are cool, brainy, or just plain famous
refers to the social value recipients attribute to a communicator
beautiful people try to persuade us to buy or do something
A British dairy company
enlisted Johnny Rotten
appear in a commercial
or advert, as they say in the United Kingdom
to promote its butter.
Sales went up substantially when the punk legend plugged the product (rotten butter?)
physically attractive people often get a boost in life
e.g. women who get labeled as “gold diggers”
Facebook and Google now allow shared endorsement
a halo effect
Star Power: Celebrities as Communications Sources
celebrities embody cultural meanings
these messages are more effective
when there’s a logical connection between the star and the product
The product’s meaning thus moves
from the manufacturer to the consumer, using the star as a vehicle.
nonhuman endorsers
the Milk Processor Education Program suspended “Got Milk?” ads featuring MaryKate and Ashley Olsen after Mary-Kate entered a treatment facility for an undisclosed health issue
8.4 A need to maintain consistency among all of our attitudinal components
Self-Perception Theory
Low-ball technique
Person is asked for a small favor and is informed after agreeing to it that it will be very costly.
Door-in-the-face technique
Person is first asked to do something extreme (which he refuses), then asked to do something smaller.
Foot-in-the-door technique
Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
Social Judgment Theory
Initial attitude = frame of reference
Latitudes of acceptance and rejection
Assimilation effects
Contrast effects
Example: “Choosy mothers choose Jif Peanut Butter”
We assimilate new information about attitude objects in light of what we already know/feel
The consistency principle
We will change components to make them consistent
Relates to the theory of cognitive dissonance – we take action to resolve dissonance when our attitudes and behaviors are inconsistent
We value/seek harmony among thoughts, feelings, and behaviors
Balance Theory
Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency.
Triad attitude structures:
Perception of attitude object
Perception of other person/object
Person
8.5 Attitude models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.
The three elements that make up multiattribute models are attributes, beliefs, and important weights. The attributes are used to evaluate the attitude object.
Marketing Applications of the Multiattribute Model
Strengthen Perceived Linkages
Add a New Attribute
Capitalize on Relative Advantage
Influence Competitor's Rating
The Extended Fishbein Model: The Theory of Reasoned Action
Social pressure: acknowledge the power of other people in purchasing decision
Attitude toward buying: measure attitude toward the act of buying, not just the product
Intentions versus behavior: measure behavioral intentions, not just intentions
Multiattribute Attitude Model: The Fishbein Model
Object- Attribute: the probability that a particular object has an important attribute
Using these components, we can compute a consumer’s overall attitude toward an object.
Evaluation: evaluate each important attribute.
Salient Beliefs: beliefs about the object a person considers during evaluation.
How Do Marketers Change Attitudes?
Authority: means that we tend to believe authoritative sources.
Consistency: means that we try not to contradict what we’ve said before.
Scarcity: means that people tend to find things that are not readily available more desirable.
Liking: means that we will agree with those we like or admire.
Reciprocity: means that we are more likely to give if we first receive.
Consensus: means that we will consider what others do before we decide what to do.
8-9.The way a marketer structures his or her message determines how persuasive it will be
The Message
the way a source delivers a message can influence
our interpretation of what he or she says
more than 1,000 commercials identified factors that determine
whether a commercial message will be persuasive
Does the communication stress a unique attribute or benefit of the product?
more than 500 prime-time network commercials that had registered negative reactions by consumers
feminine hygiene products
hemorrhoid medication or
laxatives
women’s underwear
The researchers identify these as prime offenders
shows a sensitive product
A person is put down in terms of appearance
An important relationship
The commercial suffers from poor casting or executio
Characteristics of good and Bad Messages
Characteristics of the message itself help determine its impact on attitudes
Should the message be conveyed in words or pictures?
How often should the message be repeated?
Should the message present both sides of an argument?
Should We Use Pictures or Words?
“One picture is worth a thousand words”
advertisers often rely on vivid illustrations or photography
However, a picture is not always as effective when it communicates factual information
Verbal elements are more effective when an accompanying picture reinforces them, especially if they frame the illustration
Should We repeat the Message?
Repetition can be a double-edged sword for marketers
Advertisers find positive effects for repetition even in mature product categories
Repeating product information boosts consumers’ awareness of the brand
The positive side of repetition is that it increases familiarity and thus reduces uncertainty about the product
The negative side is that over time boredom increases with each exposure
The two-factor theory
How Do We Structure the Argument?
Many marketing messages are like debates or trials
refutational arguments
Should We Compare Our Product to Our Competitors?
Comparative advertising
source derogation
New Message Formats: The Social Media Revolution
The novel “ice-bucket challenge” that swept the Internet in fall 2014
explain this success by pointing to several elements of the message including
the 24-hour deadline to either take the cold shower
the public nature of the challenge that allowedparticipants to share their selfies online
An array of new ways to transmit information in both text and picture
M-commerce
social media
transmedia storytelling
8-10 Many modern marketers are reality engineers
Reality engineering
occurs when marketers appropriate elements of popular culture and use them as promotional vehicles
Reality engineers have many tools at their disposal
Product Placement
is the insertion of real prod ucts in fictional movies, TV shows, books, and plays
is by no means a casual process
aids consumer decision making
Advergaming
the future is bright
Types of Message Appeals
Humor Appeals
increases the likelihood of message acceptance
inhibits counterarguing
Fear Appeals
emphasize the negative consequences that can occur unless the con sumer changes a behavior or an attitude
Sex Appeals
men tended to ignore the text as they focused instead on the woman in it
women participants tended first to explore the ad’s text elements
erotic content does appear to draw attention to an ad, its use may actually be counterproductive
The Message as Art Form: Metaphors Be with You
Emotional versus rational Appeals
depends on the nature of the product and the type of relationship consumers have with it
8-11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective
The Source Verus the Message: Do we sell the steak or the Sizzle?
the Central route to Persuasion
involves the standard hierarchy of effects we dis cussed earlier in this chapter
the Peripheral route to Persuasion
highlights the paradox of low involvement
8-6. The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.
The Elements of Communication
Marketers traditionally rely on the communications model
a
source
, where the communication originates.
the
message
itself. There are many ways to say something, and the structure of the message has a significant effect on how we perceive it.
This model specifies the elements they need to control to communicate with their customers.
We must transmit the message via a
medium
, which could be TV, radio, magazines, billboards, personal contact, or even a matchbook cover.
Finally, the source receives
feedback
so that the marketer can use receivers reactions to modify aspects of the message as necessary.
An Updated view: interactive Communications
The traditional communications model is not entirely wrong, but it also doesn’t tell the whole story—especially in today’s dynamic world of interactivity, where consumers have many more choices available to them and greater control over which messages they choose to process.
Social scientists developed the traditional model to understand mass communications in which a source transmits information to many receivers at one time—typically via a broadcast medium such as television.
the popular strategy we call
permission marketing
acknowledges that a marketer will be more successful when he or she communicates with consumers who have already agreed to listen to him or her
8-7. The consumer who processes a message is not the passive receiver of information marketers once believed him or her to be.
we are to a greater extent partners—rather than couch potatoes—in the communications process.
A bit of Web surfing allows us to identify kindred spirits around the globe, to request information about products, and even to provide suggestions to product designers and market researchers.
No longer did the TV networks decide when we could watch our favorite shows
Caller ID devices and answering machines allow us to decide if we will accept a phone call during dinner and to know if a telemarketer lurks on the other end before we pick up the phone.
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