Chapter 5: Attitudes based on High Efforts

An attitude is:

A global and enduring evaluation of something (product, brand, issue, etc.)

Attitudes can be described by:

• Favorability – Do I like it?

• Accessibility – How easily does it come to mind?

• Confidence – How sure am I about it?

• Persistence – How long does the attitude last?

• Resistance – How hard is it to change?

5 Key Models for High-Effort Thinking:

1. Direct or imagined experience – “I tried it” or “I can picture it”

2. Reasoning by analogy or category – “It’s like this other thing I like”

3. Values-driven attitudes – “This fits my personal values”

4. Social identity-based – “People like me use this”

5. Analytical processes – “Let me think this through” (ex: TORA, Theory of Planned Behavior)

What is the TORA Model?

TORA model → Theory of reasoned action
provides an explanation of how, when, and why attitudes predict behavior.

Expectancy-value model

A widely used model that explains how attitudes form and change.

behavior (B), behavioral intention (BI), Attitude toward the act (Aact) Subjective norm (SN), what is their relationship?

behavior (B) is a function of a person’s behavioral intention (BI), which in turn is determined by (1) the person’s attitude toward the act (Aact) and (2) the subjective norms (SN) that operate in the situation

Theory of Planned Behavior

An extension of the TORA model that predicts behaviors over which consumers perceive they have control.

Cognitive Response Model

People generate their own thoughts while processing a message

What are some thoughts that people generate when processing a message?

• Support arguments – “That makes sense!”

• Counterarguments – “That doesn’t sound right…”

• Source derogations – “This speaker isn’t credible.”

When Do Attitudes Predict Behavior?

Attitudes lead to action more when:

1. Involvement is high (consumer cares)

2. Knowledge is high

3. Attitudes are based on reasoning

4. Attitudes are accessible

5. Confidence in attitude is strong

6. Attitude is specific

7. Not much time has passed

8. There’s emotional attachment

9. No external/situational factors

10. No strong social/normative pressures

11. Personality type fits (some people are more consistent)

Whats the TLDR when it comes to attitudes in high Processing situations?

High MAO = Deep thiinking and emotional involvement
- Using strong arguments and emotional story telling is crucial
consumers process ads throught hoguths (cognitive) or feelings (affective)

Aad = if they like the ad, they may like the product

attidudes are more likely to drive behaviour whne theyre confident, specific. and emotionally strong.

Consumers can form attitudes through

• Emotional involvement (ex: the story or ad hits them personally)

• Emotional appeals (ex: love, nostalgia, fear)

Affectively-based attitude

based on feelings, not facts.

Aad (Attitude toward the ad):

If people like the ad, those positive vibes can transfer to the brand.

Fear appeals

scare tactics used in some ads (ex: smoking ads)

Normative influence

How other people influence our behavior through social pressure.

Sleeper effect

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

One- Versus Two-Sided Messages

1. Positive only

2. positvie and negative

Emotional contagion

A message designed to induce consumers to vicariously experience a depicted emotion.
It’s when people catch emotions from others

Terror Management Theory

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

Utilitarian

(or functional) dimension When an ad provides information.

Hedonic dimension

When an ad creates positive or negative feelings.

Belief discrepancy

When a message is different from what consumers believe.

Central-route processing

The attitude formation and change process when effort is high.