11-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11-1© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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PART III: INTERNAL INFLUENCESPART III: INTERNAL INFLUENCES

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CHAPTERCHAPTER 1111

ATTITUDES ATTITUDES AND AND

INFLUENCING INFLUENCING ATTITUDESATTITUDES

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Consumer Behavior In The News…Consumer Behavior In The News…

Predicting Celebrity Success…Predicting Celebrity Success…

Celebrity endorsements cost serious $$Celebrity endorsements cost serious $$

Sometimes they work…sometimes they don’t…Sometimes they work…sometimes they don’t…

You be the judge:You be the judge:

Tiger Woods and NikeTiger Woods and Nike

Lucy Liu and IntelLucy Liu and Intel

Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.

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Consumer Behavior In The News…Consumer Behavior In The News…

Predicting Celebrity Success…Predicting Celebrity Success…

Tiger Woods and NikeTiger Woods and Nike

A A HITHIT for Nike for Nike

“…“…synonymous with everything Nike stands for synonymous with everything Nike stands for and…reinforces the brand proposition…”and…reinforces the brand proposition…”

Lucy Liu and IntelLucy Liu and Intel

A A MISSMISS for Intel for Intel

No “…obvious connection to the brand and the No “…obvious connection to the brand and the association isn’t memorable.”association isn’t memorable.”

Source: J. Hanas, “Celebrities,” Advertising Age, February 20, 2006, p. S-1/2.

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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes

An attitudeattitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.

AttitudesAttitudes serve four key functions for individuals:

1.1. Knowledge functionKnowledge function

2.2. Value-expressive functionValue-expressive function

3.3. Utilitarian functionUtilitarian function

4.4. Ego-defensive functionEgo-defensive function

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Attitude ComponentsAttitude Components

It is useful to consider attitudes as having three componentsIt is useful to consider attitudes as having three components ::

Cognitive ComponentCognitive Component

Affective ComponentAffective Component

Behavioral ComponentBehavioral Component

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Attitude Components and ManifestationsAttitude Components and Manifestations

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The cognitive componentcognitive component consists of a consumer’s beliefs about an object.

The multiattribute attitude modelmultiattribute attitude model provides a measure of a consumer’s overall attitude and evaluation of a brand.

The overall cognitive component becomes more favorable as:

The number of positive beliefs increase

The extent to which each belief is more extremely positive

The ease of recall of positive beliefs increases

Cognitive ComponentCognitive Component

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Feelings or emotional reactions to an object represent the affective componentaffective component of an attitude.

Marketers are increasingly turning their attention to the affective or “feeling” component to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component.

Affective ComponentAffective Component

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SAM (Self-Assessment Mannequin)SAM (Self-Assessment Mannequin)

PP

EmotionEmotionDimensionDimension

AA

DD

P=Pleasure; A=Arousal; D=DominanceP=Pleasure; A=Arousal; D=Dominance

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The behavioral componentbehavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity.


Actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur.

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Direct versus Indirect ApproachDirect versus Indirect Approach

Actual behavior and response tendencies are most often measured by fairly directdirect questioning.

Such directdirect questioning may work well for most consumption, but not so well for sensitive topics like alcohol, pornography and eating patterns.

In these cases, indirectindirect questions such as estimating the behavior of other people similar to themselves may help to reduce the bias.


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Attitude Component ConsistencyAttitude Component Consistency

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Attitude components—cognitivecognitive, affectiveaffective, and behavioralbehavioral—tend to be consistent.

However, the degree of apparent consistency can be reduced by a variety of factors.

Marketers must incorporate these factors when developing persuasive messages and strategies.

Attitude Component ConsistencyAttitude Component Consistency

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Seven factors may account for inconsistencies:Seven factors may account for inconsistencies:

1.1. Lack of NeedLack of Need

2.2. Lack of AbilityLack of Ability

3.3. Failure to Consider Relative AttitudesFailure to Consider Relative Attitudes

4.4. Weakly Held Beliefs and AffectWeakly Held Beliefs and Affect

5.5. Failure to Consider Interpersonal InfluenceFailure to Consider Interpersonal Influence

6.6. Failure to Consider Situational FactorsFailure to Consider Situational Factors

7.7. Measurement IssuesMeasurement Issues

Attitude Component Consistency

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Attitude Change StrategiesAttitude Change Strategies

Change the Cognitive ComponentChange the Cognitive Component

Change the Affective ComponentChange the Affective Component

Change the Behavioral ComponentChange the Behavioral Component

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Four basic marketing strategies used for altering the cognitive structure of a consumer’s attitude:

Change the Cognitive Component Change the Cognitive Component

1.1. Change BeliefsChange Beliefs

2.2. Shift ImportanceShift Importance

3.3. Add BeliefsAdd Beliefs

4.4. Change IdealChange Ideal

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Marketers use three basic approaches to directly increase affect:

Change the Affective Component Change the Affective Component

1.1. Classical ConditioningClassical Conditioning

2.2. Affect Toward the Ad or Web SiteAffect Toward the Ad or Web Site

3.3. Mere ExposureMere Exposure

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1. Purchase or use behavior may be the (indirect) result of changing the affective or cognitive components.

2. However, purchase or use behavior may precede the development of cognition and affect.

This more direct approach is based on operant conditioning.

Key is inducing product trial while ensuring the trial will be rewarding.

Change the Behavioral Component Change the Behavioral Component

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• CouponsCoupons

• Free samplesFree samples

• Point-of-purchase Point-of-purchase displaysdisplays

• Tie-in purchases Tie-in purchases

• Price reductionsPrice reductions

Change the Behavioral Component Change the Behavioral Component

Common techniques used for inducing trial behavior include:

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Individual and Situational Characteristics Individual and Situational Characteristics that Influence Attitude Changethat Influence Attitude Change

The Elaboration likelihood model (ELM)Elaboration likelihood model (ELM) is a theory about how attitudes are formed and changed under varying conditions of involvement.

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Individual and Situational Characteristics Individual and Situational Characteristics that Information Attitude Changethat Information Attitude Change

ELM ELM ModelModel

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Core Tenants of ELM: Part ICore Tenants of ELM: Part I

• Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be

stronger

more resistant to counter-persuasion attempts

more accessible from memory, and

more predictive of behaviors

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Core Tenants of ELM: Part IICore Tenants of ELM: Part II

• Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT

• Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT

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BUT there are caveats and exceptions relating to cue relevance and competitive situation.

Cue Relevance - What is a PC/CC?

• Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo.

• In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.

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Competitive Situation - PCs can influence persuasion under HI INVOLVEMENT in competitive situations when:

• Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker).

• Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.

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Consumer Resistance to PersuasionConsumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual characteristic) and resist persuasion

• Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.

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Communication Characteristics that Communication Characteristics that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change

Three types of communication characteristics:Three types of communication characteristics:

1.1. Source CharacteristicsSource Characteristics

Represents “who” delivers the message

2.2. Appeal CharacteristicsAppeal Characteristics

Represents “how” the message is communicated

3.3. Message Structure CharacteristicsMessage Structure Characteristics

Represents “how” the message is presented

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1.1. Source CredibilitySource Credibility• Persuasion is easier when the target market views the

message source as highly credible

2.2. Celebrity SourcesCelebrity Sources• Celebrity sources can be effective in enhancing

attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer

3.3. SponsorshipSponsorship• Sponsorships often work in much the same manner as

using a celebrity endorser

Source Characteristics

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Source CharacteristicsSource Characteristics

Source credibilitySource credibility consists of trustworthiness and expertise.

In a testimonial adtestimonial ad, a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.

One factor that can diminish the credibility of any source is if consumers believe that the firm is paying the source for his or her endorsement.

Billboard of Testimonial AdBillboard of Testimonial Ad

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Billboard Ad Showing Celebrity Billboard Ad Showing Celebrity EndorsementEndorsement

Celebrity sourcesCelebrity sources widely used.

Effectiveness enhanced when marketers match:

•image of the celebrity with

•personality of the product with

•actual or desired self-concept of the target market.

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Matching Endorser with Product and Target AudienceMatching Endorser with Product and Target Audience

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• Overexposure

• Negative behavior involving the spokesperson

Using a celebrity as a company spokesperson creates special risks, such as

Many firms are creating spokes-charactersspokes-characters rather than using celebrities.

•Spokes-charactersSpokes-characters can add credibility to a message as well as attract attention. Some come to serve as a symbol of the product (e.g., Jolly Green Giant)

•Provide firm with total control

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Applications in Consumer BehaviorApplications in Consumer Behavior

The Mr. Clean Magic Eraser Duo ad provides a good example of spokes-spokes-characters.characters.

© The Procter & Gamble Company. Used by permission.

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SponsorshipSponsorship is when a company provides financial support for an event.

SponsorshipsSponsorships often work in much the same manner as using a celebrity endorser

That is, the characteristics of the sponsored event may become associated with the sponsoring organization. Absolut Sponsored the GLAAD Absolut Sponsored the GLAAD

AwardsAwards

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1.1. Fear AppealsFear Appeals

2.2. Humorous AppealsHumorous Appeals

3.3. Comparative AdsComparative Ads

4.4. Emotional AppealsEmotional Appeals

5.5. Value-Expressive versus Utilitarian AppealsValue-Expressive versus Utilitarian Appeals

Appeal Characteristics

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Appeal CharacteristicsAppeal Characteristics

Fear appealsFear appeals

Fear appealsFear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.

Fear appealsFear appeals can be effective at forming, reinforcing and/or changing attitudes.

The ethics of such appeals should be examined carefully before they are used.

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Applications in Consumer BehaviorApplications in Consumer Behavior

This ad is a great example of the use of fear appeal.

In this case, it is used to spell out the risks of illegally downloading movies.

Courtesy Motion Picture Association of America, Inc.

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Humorous appealsHumorous appeals

Humorous appealsHumorous appeals are ads built around humor appear to increase attention to and liking of the ad. Especially for those individuals high in need for humor.

The overall effectiveness of humor is generally increased when the humor related to the product or brand in a meaningful way and is viewed as appropriate for the product by the target audience.

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Comparative adsComparative ads

Comparative adsComparative ads directly compare the features or benefits of two or more brands.

Comparative adsComparative ads are often more effective than non-comparative ads in generating the following:

• attention

• message and brand awareness,

• greater message processing

• favorable sponsor brand attitudes

• increased purchase intentions and behaviors

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Emotional appealsEmotional appeals

Emotional ads Emotional ads are designed primarily to elicit a positive affective response rather than provide information or arguments.

Emotional advertisementsEmotional advertisements may enhance persuasion by increasing

• attention and processing of the ad (and thus) ad recall

• liking of the ad

• product liking through classical conditioning

• product liking through high-involvement processes

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Value-expressive versus Utilitarian appealsValue-expressive versus Utilitarian appeals

Utilitarian appealsUtilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market.

Most effective for functional products

Value-expressive appealsValue-expressive appeals attempt to build a personality for the product or create an image of the product user.

Most effective for products designed to enhance self-image or provide other intangible benefits

**** ****

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1.1. One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages

2.2. Positive versus Negative FramingPositive versus Negative Framing

3.3. Nonverbal ComponentsNonverbal Components


Message Structure Characteristics

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Message Structure CharacteristicsMessage Structure Characteristics

One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages

One-Sided MessagesOne-Sided Messages

Marketers generally present only the benefits of their product, or only one point of view.

One-sided messagesOne-sided messages are most effective at reinforcing existing attitudes.

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One-Sided versus Two-Sided MessagesOne-Sided versus Two-Sided Messages

Two-Sided MessagesTwo-Sided Messages

Marketers present both good and bad points in their product message.

Two-sidedTwo-sided messages tend to be more effective than one-sided messages in changing a strongly held attitude.

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Positive versus Negative FramingPositive versus Negative Framing

Message framingMessage framing refers to presenting one of two equivalent value outcomes either

• in positivepositive or gain terms (positive framingpositive framing), or

• in negativenegative or loss terms (negative framingnegative framing)

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Message Structure CharacteristicsMessage Structure CharacteristicsPositive versus Negative FramingPositive versus Negative Framing

Attribute FramingAttribute Framing

Only a single attribute is the focus of the frame.

For example, describing beef as either

• 80% fat free (positive frame)

or• 20% fat (negative frame)

Goal FramingGoal Framing

Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act.For example, having a yearly mammogram• Benefits of having mammogram emphasized (positive frame)• Risks of not having mammogram emphasized (negative)

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Positive versus Negative FramingPositive versus Negative Framing

Positive Frame best for Attribute Framing Situation

Hence, 80% fat free better than 20% fat.

Negative Frame best for Goal Framing Situation

Hence, stressing the risks of not having a mammogram better than stressing the benefits of having one.

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Nonverbal ComponentsNonverbal Components

Nonverbal components can influence attitudes through affect, cognition, or both.

Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include:

• pictures• music• surrealism

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Market Segmentation and Product Market Segmentation and Product Development Strategies Based on AttitudesDevelopment Strategies Based on Attitudes

Market SegmentationMarket Segmentation

1. A marketer needs to know the importance consumers attach to various product/service features.

2. Consumers who look for the same benefits are grouped into segments and additional information is obtained to develop a more complete picture.

3. Separate marketing programs can then be developed for each of the selected target segments.

Benefit segmentationBenefit segmentation is the segmenting of consumers on the basis of their most important attribute(s).

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Product DevelopmentProduct Development

Steps in developing a new product or reformulating an existing product:

1. Construct a profile of a consumer segment’s ideal level of performance on key attributes.

2. Create a product concept that closely matches the ideal profile.

3. Translate the concept into an actual product.

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Using the Using the Multiattribute Multiattribute Attitude Model in Attitude Model in the Product the Product Development Development ProcessProcess

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11-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin