ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

Chapter Overview

What are attitudes? Attitudes formation: cognition (thinking)

Cognitive response model Theory of reasoned action (TORA)

How to change attitudes: cognition (thinking) Attitude formation: affect (emotion) How to change attitudes: affect (emotion)

Definition
Attitude: a relatively global and enduring evaluation of an object, issue, person, or action

Whats the Big Deal About Attitudes?

Attitudes
Guide our thoughts (cognitive function) Influence our feelings (affective function) Affect our behavior (connative function)

How are attitudes formed through cognition?

The Cognitive Response Model

thoughts/reactions we have in response to a message

Theory of Reasoned Action (TORA)

explains how, when and why attitudes predict behavior

Cognitive Response Model

Counterarguments (CAs)
disagreement

Support arguments (SAs)

agreement

Source derogations (SDs)

attack the source

Theory of Reasoned Action (TORA)

Belief about consequences of an act (bi)

Evaluation of consequences of an act (ei)

Normative belief
(what do important others think about this act?) (NBj)

Motivation to comply (desire to

please these important others) (MCj)

Attitude toward the act (Aact)

How much consumer is actually influenced by these others (SN)

Behavioral Intentions

Behavior

Calculating TORA Behavioral Intentions

BI Aact SN SN j NBjMCj
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Aact i biei

TORA Example: Getting a tattoo

B=get a tattoo
BI=intention to get a tattoo Aact=your attitude toward getting a tattoo SN=what influence others have on you

TORA Scales
bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high ei = if this outcome occurs, it will be (-3) very bad to (+3) very good NBj = this person thinks I should (-3) not do it to (+3) do it MCj = how much do I care what this person thinks? (-3) dont care at all to (+3) care very much

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TORA Example: Aact

Beliefs will hurt will be cool will be expensive self-expression bi +3 +1 +2 +3

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TORA Example: Aact

Beliefs bi ei -3 +2 -2 +3

will hurt +3 will be cool +1 will be expensive +2 self-expression +3

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TORA Example: Aact

Beliefs will hurt will be cool will be expensive self-expression bi +3 +1 +2 +3 X X X X ei -3 +2 -2 +3 Sum bi X ei = = = = + -9 2 -4 9

Therefore, Aact = -2
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TORA Example: SN
Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj -3 -3 +2 +3

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TORA Example: SN
Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj -3 -3 +2 +3 MCj -1 +3 +1 0

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TORA Example: SN
Important Others Parents Sig. Other Best Friend MKT 171 Instructor NBj -3 X -3 X +2 X +3 X MCj -1 +3 +1 0 Sum NBj X MCj = = = = +3 -9 +2 +0

Therefore, SN = -4
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The Bottom Line

BI = Aact + SN = -2 + -4 = -6 Decision: Dont do it!

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Theory of Reasoned Action (TORA)

Belief about consequences of an act (bi)

Evaluation of consequences of an act (ei)

Normative belief
(what do important others think about this act?) (NBj)

Motivation to comply (desire to

please these important others) (MCj)

Attitude toward the act (Aact)

How much consumer is actually influenced by these others (SN)

Behavioral Intentions

Behavior

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Attitude Change Strategies

Change beliefs (bi) Change evaluations (ei)

Add a new belief (biei)

Target normative

beliefs

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Cognitively-Based Attitude Change Issues

Communication Source
spokesperson credibility company reputation

Message factors
argument quality one- vs. two-sided messages comparative messages

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How are attitudes formed through affect (emotion)?

Affective involvement
Affective reactions

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Affectively-Based Attitude Change Issues

Communication Source
Attractiveness

Message Factors
Emotional appeals Fear appeals

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Chapter 6 Review
Definition of attitudes Attitude Formation & Change (cognitive)

Cognitive Response Model TORA Communication Source & Message Content

Attitude Formation & Change (affect)

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