layout: true background-image: url(figs/tcb-logo.png) background-position: bottom right background-attachment: fixed; background-origin: content-box; background-size: 10% --- class: title-slide .row[ .col-7[ .title[ # Consumer Behavior ] .subtitle[ ## Attitudes and Persuasive Communications ] .author[ ### Dennis A.V. Dittrich ] .affiliation[ ] ] .col-5[ ] ] --- # The Power of Attitudes .row[.col-7[ It is important for consumer researchers to understand the nature and power of attitudes. **Attitude**: a lasting, general evaluation of people, objects, advertisements, or issues * tend to be predictive of behavior and stable over time. **Attitude object** (AO): anything toward which one has an attitude ] .col-5[ ![](img11/081.png) ]] --- # Functional Theory of Attitudes .col-7[ __Utilitarian Function:__ rewards and punishments __Value-Expressive Function:__ expresses consumer’s values or self-concept __EGO-Defensive Function:__ protect ourselves from external threats or internal feelings __Knowledge Function:__ need for order, structure, or meaning ] --- class: practice-slide # For Reflection .col-8[ Imagine that you work for the marketing department of your college or university and have segmented students into four different clusters, each representing one of the four functions identified by Katz. Develop a marketing strategy based on each of the four functions to motivate students to stay in school and complete their degrees. ] --- # The ABC Model of Attitudes .row[ .col-7[ Attitudes are more complex than they first appear. An attitude has three components: * **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 ] .col-5[ ![](img11/082.png) ]] ??? Which comes first: knowing, feeling, or doing? It turns out that each element may lead things off depending on the situation. The hierarchies of effects show the relative impact of the three components. Each hierarchy shows a fixed sequence of steps which can occur in route to an attitude. The standard learning hierarchy shown first assumes that a person approaches a product decision as a problem-solving process. She first forms beliefs based on knowledge, then evaluates the beliefs and forms feelings about the product. She then engages in relevant behavior. The low-involvement hierarchy assumes the consumer initially does not have strong preferences for one brand over another and instead forms an evaluation only after she has bought the product. The experiential hierarchy of effects says we act on our emotional reactions. --- ## Three Hierarchies of Effects .col-11[ ![](img11/083.png) ] ??? # Hierarchies of Effects **High-involvement hierarchy**: a person approaches a product decision as a problem-solving process. **Low-involvement hierarchy**:: the consumer initially doesn’t have a strong preference for one brand over another * the consumer acts on the basis of limited knowledge and forms an evaluation only after he or she has bought the product. **Experiential hierarchy**: we act on the basis of our emotional reactions. **Cognitive-affective model**: an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it. **Independence hypothesis**:affect and cognition are separate systems so that it’s not always necessary to have a cognition to elicit an emotional response. --- class: practics-slide # For Reflection .col-8[ Share a decision you made following the three learning hierarchies: * Think Feel Do * Do Feel Think * Feel DoThink ] --- # Attitude Commitment .row[ .col-5[ We form attitudes in several ways. Consumers vary in their commitment to an attitude. Their degree of commitment relates to their level of involvement with the attitude object. ] .col-7[ __Compliance__: Lowest level * consumer forms attitude because it gains rewards or avoids punishments __Identification__: Mid-level * attitudes formed in order to conform to another person or group expectations __Internalization__: Highest level * deep-seeded attitudes become part of consumer’s value system * attitudes are difficult to change because they are important to us ]] --- class: practice-slide # For Reflection .col-8[ Share a commitment you’ve made at each of the three levels of commitment: * Internalization * Identification * Compliance Can you feel the variations in commitment for the three types? Explain. ] --- # Consistency Principle .col-7[ 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 ] ??? Our nature is to keep our attitudes and behaviors consistent. This is the basis for the principle of cognitive consistency. Further, the theory of cognitive dissonance explains that when we do have inconsistent attitudes and behaviors, we will find some way to rectify the dissonance and bring our attitudes and behaviors back into consistency. --- # Self-Perception Theory .col-7[ There is another explanation to the theory of cognitive dissonance. **Self-perception theory** assumes that we observe our own behavior to determine just what our attitudes are. * We infer the attitude from our behavior * explains the effectiveness of sales strategies __Foot-In-The-Door Technique__: Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request __Low-Ball-Technique__: Person is asked for a small favor and is informed after agreeing to it that it will be very costly. __Door-In-The-Face Technique__: Person is first asked to do something extreme (which he refuses), then asked to do something smaller. ] --- # Social Judgment Theory .col-7[ **Social judgment theory**: people assimilate new information about attitude objects in light of what they already know or feel. Initial attitude = frame of reference * we categorize new information in light of this standard Latitudes of acceptance and rejection * Ideas that fall within the latitude are deemed favorable but others are not. **Assimilation effects**: messages that fall within the latitudes are deemed consistent even if they are not **Contrast effects**: messages that fall outside our latitude of acceptance are rejected even if they are not that different. ] ??? People do differ in terms of what information they find acceptable. They form what is known as latitudes of acceptance and rejection around the attitude standard. --- ## Balance Theory .row[ .col-6[ ...considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency. * involves relations among three elements * we want relations among elements in a triad to be harmonious. **Triad attitude structures**: 1. Person 2. Perception of attitude object 3. Perception of other person/object ] .col-1[] .col-5[ ![](img11/085.png) ]] ??? If they are unbalanced, this creates tension that we are motivated to reduce by changing our perceptions in order to restore balance. To see how balance theory works, consider this scenario. Kristin would like to date Dan, who is in her consumer behavior class. In balance theory terms, Kristin has a positive sentiment relation with Dan. One day, Dan shows up in class wearing an earring. Dan has a positive unit relation with the earring. Men who wear earrings are a turnoff to Kristin. She has a negative sentiment relation with men’s earrings. According to balance theory, Kristin faces an unbalanced triad. As Figure 8.2 shows, she will experience pressure to restore balance by altering some aspect of the triad. --- class: practice-slide # For Reflection .col-8[ Interview a student next to you about a behavior that he or she has that is inconsistent with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes toward materialism, etc.) Ask the student to elaborate on why he or she has the behavior, then try to identify the way the person has resolved dissonant elements. ] --- # Attitude Models .row[.col-6[ **Attitude models** identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand. **Multiattribute attitude models**: consumers’ attitude toward an attitude object depends on the beliefs they have about several of its attributes ] .col-6[ **attributes**: are used to evaluate the attitude object **beliefs**: assessment of whether the brand has specific attributes **important weights**: the relative priority of an attribute to the consumer ]] --- ### A Multiattribute Attitude Model: The Fishbein Model .col-7[ The Fishbein model, developed by Martin **Fishbein**, is the most influential of multiattribute models. The model measures three components of attitudes: 1. **Salient Beliefs**: beliefs about the object a person considers during evaluation. 2. **Object Attribute**: probability that a particular object has an important attribute 3. **Evaluation**: evaluate each important attribute. ] ??? Using these components, we can compute a consumer’s overall attitude toward an object. ### The Extended Fishbein Model: The Theory of Reasoned Action To improve Fishbein’s model a new version called the theory of reasoned action was developed. The theory of reasoned action aims to measure 1. **Intentions versus behavior**: measure behavioral intentions, not just intentions 2. **Social pressure**: acknowledge the power of other people in purchasing decision 3. **Attitude toward buying**: measure attitude toward the act of buying, not just the product Even with these improvements, there are still obstacles to predicting behavior using the model. --- ### Marketing Applications of the Multiattribute Model .center[A Basic Multiattribute Model: Saundra’s College Decision] |Attribute (i)|importance (I)|Smith|Princeton|Rutgers|Northland| |---|---|---|---|---|---| |Academic reputation| 6| 8| 9| 6| 3| |All women| 7| 9| 3| 3| 3| |Cost| 4| 2| 2| 6| 9| |Proximity to home| 3| 2| 2| 6| 9| |Athletics| 1| 1| 2| 5| 1| |Party atmosphere| 2| 1| 3| 7| 9| |library facilities| 5| 7| 9| 7| 2| |Attitude score||163| 142| 153| 131| --- ### Marketing Applications of the Multiattribute Model .col-7[ Capitalize on Relative Advantage * If prospective customers viewed one brand as superior, a marketer could try to convince the consumer that a particular attribute is important. Strengthen Perceived Linkages * If consumers do not equate a brand with a certain attribute, a communications campaign can be used to strengthen the linkage Add a New Attribute * Marketers can encourage consumers to add a new attribute when new features are developed for products Influence Competitor’s Ratings * Decrease the competitors’ higher ratings with comparative advertising. ] --- # How Do Marketers Change Attitudes? .col-7[ Persuasion involves an active attempt to change attitudes. **Reciprocity**: we are more likely to give if we first receive. **Scarcity**: people tend to find things that are not readily available more desirable. **Authority**: we tend to believe authoritative sources. **Consistency**: we try not to contradict what we’ve said before. **Liking**: we will agree with those we like or admire. **Consensus**: we will consider what others do before we decide what to do. ] --- class: practice-slide # For Reflection .col-8[ Can you think of a time that you were persuaded by marketing? Which of the persuasion tactics were used and in what way? ] --- ## Elements of Communication .row[.col-7[ A **communications model** identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. The Traditional Communications Model ] .col-1[] .col-4[ * the source, * the message, and * the method of transmitting ] ] ![](img11/086.png) ??? Marketers traditionally rely on the communications model shown on the next slide. The modelshows the elements we must control in order to communicate with our customers. The figure illustrates the communications model. The elements of the model include the source, the message, and the method of transmitting the message. Social scientists developed this model to understand mass communications in which a source transmits information to many receivers at one time. This model doesn’t work as well in some situations like those encompassing social media. --- class: practice-slide # For Reflection .col-7[ In what kinds of situations would the traditional communications model work less effectively? ] --- # The Source .row[ .col-8[ Updated Communications Model ![](img11/087.png) ] .col-4[ The consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her to be. ]] ??? Marketers traditionally rely on the communications model shown on the slide. The model shows the elements we must control in order to communicate with our customers. Figure 8.4 shows an updated model which accounts for the new developments like social media that now affect the communications process. --- # The Source .row[.col-6[ **Source credibility**: a communicator’s expertise, objectivity, or trustworthiness. **Disclaimers**: typically happen at the end of a commercial message that supply additional information the advertiser is required to provide. **The Sleeper effect**: after a while, people appear to “forget” about the negative source and change their attitudes anyway. **Native advertising**: digital messages designed to blend into the editorial content of the publications in which they appear. **Knowledge bias**: a source’s knowledge about a topic is not accurate. ] .col-6[ **Reporting bias**: a source has the required knowledge but we question his or her willingness to convey it accurately * a racket manufacturer pays a star tennis player to use its products exclusively **Source attractiveness**: the social value recipients attribute to a communicator. **Shared endorsements**: users who follow or rate a product or service may find that their endorsements show up on the advertiser’s page. **Halo effect**: a persons who rank high on one dimension excel on others as well. **Spokecharacters**: cartoon characters and mascots may boost the effectiveness of advertising claims, too. ]] --- class: practice-slide # For Reflection .col-8[ To what extent have mobile messages changed your behavior as a buyer? Have you acted on a mobile coupon or message? ] --- # The Message and Source .col-7[ Several factors influence the effectiveness of a message source. The source is the **perceived source** of the message. * May be the person or people shown in the ad. Credibility and attractiveness are desirable source components. **Source attractiveness**: the perceived social value the message receivers associate with the source. * related to appearance, personality, social status, and similarity to the receiver. **Celebrities**: increase awareness of a firm’s advertising and enhance company image. * A celebrity endorsement can be a way to differentiate among products. ] --- class: practice-slide # For Reflection .col-8[ Think of a celebrity endorser that you find to lack persuasive ability. What is it about the person, product, or endorser-product fit that fails to persuade you? ] ??? # Decisions to Make About the Message .row[ .col-5[ The way a marketer structures his or her message determines how persuasive it will be. ![](img11/088.png) ] .col-1[] .col-6[ Should we use pictures or words? How often should message be repeated? Should it draw an explicit conclusion? Should it show both sides of argument? Should it explicitly compare product to competitors? Should it arouse emotions? Should it be concrete or based on imagery? ]] ## Characteristics of Good and Bad Messages |Positive effects| Negative effects| |---|---| |Showing convenience of use| extensive information on components, ingredients, or nutrition| |Showing new product or improved features| Outdoor setting (message gets lost)| |Casting background (i.e., people are incidental to message)| large number of on-screen characters| |Indirect comparison to other products| graphic displays| |Demonstration of the product in use| |Demonstration of tangible results (e.g., bouncy hair)| |An actor playing the role of an ordinary person| |No principal character (i.e., more time is devoted to the product)| .col-11[.small[Adapted from David W. Stewart and David H. Furse, “The Effects of Television Advertising Execution on Recall, Comprehension, and Persuasion,” __Psychology & Marketing 2__ (Fall 1985): 135–60. ]] ??? Messages may have good and/or bad characteristics. To be effective, messages shouldn’t cover too much information or distract the receiver. --- ## Two-Factor Theory of Message Repetition .row[ .col-7[ The **two-factor theory** explains the fine line between **familiarity** and **boredom**. ![](img11/089.png) ] .col-5[ Separate psychological processes operate when we repeatedly show an ad to a viewer The positive side of repetition: it increases familiarity and reduces uncertainty about the product. The negative side: boredom increases with each exposure. At some point, the boredom is greater than the amount of reduced uncertainty and then wear-out begins. ] ] ??? .row[ .col-6[ ### How Do We Structure Arguments? **One-sided**: supportive arguments **Two-sided**: both positive and negative information * Refutational argument: negative issue is raised, then dismissed * Positive attributes should refute presented negative attributes * Effective with well-educated and not-yet-loyalaudiences ] .col-6[ ### Comparative Advertising **Comparative advertising**: message compares two+ recognizable brands on specific attributes. * “Unlike McDonalds, all of Arby’schicken sandwiches are made with 100% all-natural chicken” Negative outcomes include **source derogation** * Consumers may doubt credibility ] ] ??? # New Message Formats **M-commerce**: marketers promote goods and services via wireless devices. New **social media platforms**: * Blogs and video blogs * Podcasts * Twitter * Virtual worlds * Widgets The revised communications model accounts for many new forms of messages that have arisen as social media has developed. # New Message Formats Martyrdom effect M-commerce Transmedia storytelling Reality engineering Guerrilla marketing ??? ## Product Placement and Branded Entertainment .row[ .col-7[ **Product placement**: Insertion of specific products and use of brand names in movie/TV scripts **Branded entertainment**: the brands may sponsor the program (like American Idol). Is product placement a positive or negative when it comes to consumer decision-making? * May help consumers to make decisions because consumers are familiar with the brands when they shop. * Can be a negative influence on consumer decisions if they are not congruent with the plot. ] .col-5[ Directors incorporate branded props for realism The placement has to make sense in the minds of consumers in order to be effective. ] ] ??? # Advergaming .row[ .col-5[ **Advergaming**: online games merged with interactive advertisements Advertisers gain many benefits with advergames * Games keep the attention of players longer than typical advertising * Let marketers target specific types of consumers * The nature of the game and the products in it can be tailored to the profiles of different users * The games enable marketers to track exposure to advertising in the games. ] .col-7[ ![](img11/0810.png) ]] ??? Many brands have used advergaming including Axe, Burger King, and Mini Cooper. **Plinking**: embedding a product in a video --- # Types of Message Appeals .row[ .col-6[ **Emotional versus Rational Appeals** * Use depends on the situation, the nature of the product and the relationship consumers have with the product. **Sex Appeals** * can be good for getting attention but also come with risks. **Humorous Appeals** * a good choice for gaining attention * one has to be careful that the humor does not overwhelm the primary message. **Fear Appeals** * emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude. ] .col-1[] .col-5[ Advertisers use **literary elements** to communicate benefits and meaning **Allegory**: story about an abstract concept personified in a fictional character **Metaphor**: two dissimilar objects in a close relationship (“A is B”) **Simile**: compares two objects (“A is like B”) **Resonance**: play on words with pictures ] ] --- class: practice-slide # For Reflection .col-8[ <iframe width="560" height="315" src="https://www.youtube.com/embed/owGykVbfgUE" frameborder="0" allow="accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> Old Spice used a sex/humor appeal in its campaign, The Man Your Man Could Smell Like. What benefits were communicated in the ad? Is the message implicit or explicit? Explain. ] --- ### The Elaboration Likelihood Model (ELM) of Persuasion ![](img11/0811.png) ??? The elaboration likelihood model, known as the ELM, assumes that under conditions of high involvement, we will take the central route to persuasion, but under conditions of low involvement, we will take a peripheral route. The central route is focused on the consumer’s cognitive response to the message. The peripheral route focuses on other cues to decide how to react to the message. --- class: practice-slide # For Reflection .col-8[ As people become more accustomed to short messages like “tweets,” will we be less likely to elaborate on communications? Explain. ] --- # Review .col-7[ It is important for consumer researchers to understand the nature and power of attitudes. We form attitudes in several ways. Persuasion involves an active attempt to change attitudes. ]