8 Prof. Dr.

Ralf Terlutter
Department of Marketing and
International Management
Alpen-Adria-Universitaet Klagenfurt

Attitudes & Persuasive

Universitaetsstrasse 65-67
9020 Klagenfurt
Austria

+43 (0)463 2700 –4041/-4004

Communications
ralf.terlutter@aau.at
www.aau.at/mim
www.aau.at/im

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Overview
1. Introduction
2. Buying, Having and Being
3. Perception
4. Learning and Memory
5. Motivation and Affect
6. The Self: Mind, Gender, and Body
7. Personality, Lifestyles and Values
8. Attitudes and Persuasive Communication
9. Decision Making

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 The Power of Attitudes
• Attitude: a lasting, general evaluation of
people, objects, advertisements, or issues
• Attitude object (A ): anything toward which
O

one has an attitude

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 The Three Components of Attitudes
Attitudes are more complex than they first appear.
• An attitude has three components (ABC model):
• Affect: the way a consumer feels about an attitude
object
• Behavior: person’s intentions to do something with
regard to an attitude object
• Cognition: beliefs a consumer has about an attitude
object
àThe ABC model emphasizes the interrelationships
among knowing, feeling and doing
àHierarchy of effects to explain the relative impact of
the three components
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 Figure 8.1: Three Hierarchies of Effects

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 For Reflection
• Share a decision you made following the
three learning hierarchies:
o Think Feel Do
o Do Feel Think
o Feel Do Think

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 Consistency Principle (Attitudes and Behaviors)
• We value/seek harmony among thoughts,
feelings, and behaviors
• 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 à change
attitudes or modify behavior
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 Self-Perception Theory (SPT)
• Daryl Bem (1967)
• People develop their attitudes by observing their own behavior and
concluding what attitudes must have caused it
• In particular when there is no previous attitude due to a lack of
experience, etc. - and the emotional response is ambiguous
• SPT is counterintuitive in nature: B à A instead of A à B
• Person interprets their own overt behaviors rationally in the same
way they attempt to explain others' behaviors
• It assumes that we observe our own behavior to determine just what
our attitudes are.
• We maintain consistency as we infer we must have a positive
attitude towards an object as we have bought or consumed it.

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 Social Judgement Theory
• Carolyn Sherif, Muzafer Sherif, and Carl Hovland (1980)
• Communicaiton model that explains when a message is most likely to lead
to attitude change
• We grasp new information about an attitude object in light of what what we
already know/ feel
• Initial attitude = frame of reference à we categorize new information into
this existing standard
• We form latitudes of acceptance and rejection around an attitude standard
• Assimilation effects: people tend to perceive messages within their
latitude of acceptance as more consistent with their position than those
messages actually are
• Contrast effects: messages will be seen even more unacceptable than
they actually are
à As a person gets more involved wih an attitude object, his or her latitude
of acceptance gets smaller, i.e. the consumer accepts fewer ideas farther
from his/her own position
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 Social Judgement Theory

ss
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 Elaboration Likelihood Model (ELM)
• Richard E. Petty and John Cacioppo (1980)
• ELM aims to explain different ways of processing stimuli, why they
are used, and their outcomes on attitude change
• ELM proposes two major routes to persuasion: the central route and
the peripheral route

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 Elaboration Likelihood Model (ELM)
The Elaboration Likelihood Model (ELM) by Petty and Cacioppo

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 Elaboration Likelihood Model (ELM)

elaboration likelihood model

https://www.google.de/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=2ahUK
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 Balance Theory
• Fritz Heider (1946)
• Considers how a person might perceive relations among different
attitude objects and how he/ she might alter attitudes to maintain
consistency
• Triad attitude structures:
• Person
• Perception of attitude object
• Perception of other person/ object
• We want relations among elements in a triad to be harmonious à if
they are unbalanced à tension à reducing tension by changing
some aspect of the triad to restore balance

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 Balance Theory
Figure 8.2

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 Multiattribute Attitude Models
• Attitude models specify the different elements that might
work together to influence people‘s evaluations of
attitude objects
• We use attitude models to identify specific components
and combine them to predict a consumer‘s overall
attitude toward a product or brand
• Multiattribute attitudes models assume that consumers‘
attitude toward an object depends on the beliefs they
have about several of its attributes à identify these
specific beliefs and combine them to derive a measure of
the consumers‘ overall attitude

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 Fishbein Model
• Most influential multiattribute model measuring three
components of attitude

• Salient beliefs people have about an AO

• Object-attribute linkages (the probability that a
particular object has an important attribute)
• Evaluation of each of the important attributes
à When combining these three elements à consumer‘s
overall attitude toward an object.

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 Fishbein Model

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 Marketing Applications of the
Multiattribute Model
• Capitalize on Relative Advantage
• Strengthen Perceived Product/ Attribute
Linkages
• Add a New Attribute
• Influence Competitors‘ Ratings

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 The Extended Fishbein Model: The
Theory of Reasoned Action (TRA)
• Martin Fishbein and Icek Ajzen (1967)
• Major problem with multiattribute models: a person‘s
attitude does not predict behavior too well
• Theory of Reasoned Action as newer version of the
Fishbein model
• Intentions vs. behavior: measure behavioral intentions,
not just intentions
• Social pressure: acknowledge the power of other
people in purchase decision
• Attitude towards buying: measure attitudes toward the
act of buying, not just the product
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 The Extended Fishbein Model: The
Theory of Reasoned Action

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 Extending the TRA:
The Theory of Planned Behavior (TPB)
• Icek Ajzen (1967)
• Extension from the TRA à includes Perceived
Behavioral Control (à self-efficacy: can one successfully
execute the behavior required to produce the
outcomes?)

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 The Extended Fishbein Model: The
Theory of Reasoned Action

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 Communication
The communications model identifies
several important components for marketers
when they try to change consumers’
attitudes toward products and services.

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 An Updated View:
Interactive Communications
Figure 8.4 The Traditional Communications Model

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 Updated Communications Model

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