Consumer Behavior, Module 5

Attitude is defined as a

Relatively global and enduring evaluation of an object, issue, person, or action

Cognitive function is

How attitudes influence our thoughts

Attitude is defined as a

Relatively global and enduring evaluation of an object, issue, person, or action

Cognitive function is

How attitudes influence our thoughts

Affective function is

Katz’ notion that our feelings influence our attitudes

Conative function is

How attitudes influence our behavior

Attitudes can be described in terms of five main characteristics:

• Favorability

• Attitude accessibility

• Attitude confidence

• Attitude persistence

• Attitude resistance

Favorability is

The degree to which we like or dislike something

Attitude accessibility is

How easily an attitude can be remembered

Attitude confidence is

How strongly we hold an attitude

Attitude persistence is

How long our attitude lasts

Attitude resistance is

How difficult it is to change an attitude

Attitudes can also be described in terms of

Ambivalence

Ambivalence is

When our evaluations regarding a brand are mixed (both positive and negative)

How much extensive thinking or elaboration consumers put forth affects

Their attitude formation and change processes

Central-route processing is

The attitude formation and change process when effort is high

Peripheral-route processing is

The attitude formation and change process when effort is low

When consumers are likely to devote a lot of effort to processing information, marketers can

Influence consumer attitudes either cognitively or affectively

Marketers can also try to influence consumers’ attitudes through

Characteristics of the source used in a persuasive communication, the type of message used, or some combination of both

Direct or imagined experience:

• Elaborating on actual experience with a product or service can help consumers form positive or negative attitudes

Reasoning by analogy or category:

• Consumers form attitudes by considering how similar a product is to other products or to a particular product category

Value-driven attitudes:

• Attitudes are generated or shaped based on individual values

• Six main determinants of authenticity

The six main determinants of authenticity:

• Accuracy

• Connectedness

• Integrity

• Legitimacy

• Originality

• Proficiency

Social identity-based attitude generation:

• Consumers’ own social identities can play a role in forming their attitudes

Analytical processes of attitude formation theory:

• Consumers sometimes use a more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses

• Expectancy-value model

Counterargument (CA) is a

Thought that disagrees with the message

Support argument (SA) is a

Thought that agrees with the message

Source derogation (SD) is a

Thought that discounts or attacks the source of the message

Expectancy-value model is a

Widely used model that explains how attitudes form and change

Theory or reasoned action (TORA) is a

Model that provides an explanation of how, when, and why attitudes predict behavior

Behavior (B) is defined as

What we do

Behavioral intention (B_i) is defined as

What we intended to do

Attitude toward the act (A_act) is defined as

How we feel about doing something

Subjective norm (SN) is defined as

How others feel about our doing something

Normative influence is defined as

How other people influence our behavior through social pressure

Theory of planned behavior is defined as an

Extension of the TORA model that predicts behaviors over which consumers perceive they have control

Marketers can change attitudes, intentions, and behavior through these major strategies:

• Change beliefs

• Change evaluations

• Add a new belief

• Encourage attitude formation base on imagined experience

• Target normative beliefs

The credibility of these spokespersons and the credibility of the company

Influence consumers’ attitudes

Credibility is the

Extent to which the source is trustworthy, expert, or has status

Sleeper effect is when

Consumers forget the source of a message more quickly than they forget the message

People are more likely to believe and change their attitudes based on

Messages from companies with a reputation for producing quality products, dealing fairly with consumers, or being trustworthy

Numerous media choices for message delivery are

Available, with varying applications for marketers

Consumers also evaluate whether

The message itself is credibile

A strong argument is a

Presentation that features the best or central merits of an offering in a convincing manner

A one-sided message is a

Marketing message that presents only positive information

A two-sided message is a

Marketing message that presents both positive and negative information

A comparative message is a

Message that makes direct comparisons with competitors

Engagement is the

Extent to which consumers are emotionally connected to a product or ad

Emotional receptivity is a

Predisposition for a certain level of emotion

Affective response is defined as

When consumers generate feelings and images in response to a message

Emotional appeal is defined as a

Message designed to elicit an emotional response

Marketers can try to ensure that the emotions experienced in a particular situation will be

Positive

Marketers can influence consumers’ attitudes and emotions by focusing attention on

The emotional experience of product usage

In situations in which affective involvement in the product or service if often high, marketers may be able to

Generate the images and feelings necessary to change attitudes

A good mood will not enhance

The consumer’s evaluation of a brand extension introduced by a core brand seen as undesirable by that consumer

Marketers can use characteristics of the source and the message to change

Consumers’ attitudes by affecting their emotions

Attractiveness is defined as a

Source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves

Match-up hypothesis is an

Idea that the source must be appropriate for the product/service

Emotional contagion is a

Message designed to induce consumers to vicariously experience a depicted emotion

Typically, marketers attempt to arouse emotions by

Using techniques such as music, emotional scenes or facial expressions, humor, visuals, and attractive sources

Fear appeal is defined as a

Message that stresses negative consequences

Terror management theory (TMT) is a

Theory which deals with how we cope with the threat of death by defending our world view of values and beliefs

Appeal must suggest an

Immediate action that will reduce the consumer’s fear

Level of fear must be

Generally moderate for the appeal to be effective

Attitude towards the ad (A_ad) is defined as

Whether the consumer likes or dislikes an ad

Three major factors have been found to lead to a positive A_ad in the context of high effort:

• More informative ads tend to be better liked and to generate positive responses

• Consumers can like an ad if it creates positive feelings or emotions

• Consumers can like an ad because it is interesting, that is, it arouses curiosity and attracts attention

Utilitarian (or functional) dimension is when

An ad provides information

Marketers need to consider which factors affect whether a consumer’s attitudes will influence their behavior:

• Level of involvement/elaboration

• Knowledge and experience

• Analysis of reasons

• Accessibility of attitudes

• Attitude confidence

• Specificity of attitudes

• Attitude-behavior relationship over time

• Emotional attachment

• Situational factors

• Normative factors

• Personality variables