Ch 07 student slides

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Ch 07 student slides

  1. 1. © 2009 South-Western, a division of Cengage Learning. Chapter 7 Attitudes and Attitude Change Babin/Harris
  2. 2. © 2009 South-Western, a division of Cengage Learning. 7-2 Learning Outcomes 1. Define attitudes and describe attitude components. 2. Describe the functions of attitudes. 3. Understand how the hierarchy of effects concept applies to attitude theory. 4. Comprehend the major consumer attitude models. 5. Describe attitude change theories and their role in persuasion. 6. Understand how message and source effects influence persuasion.
  3. 3. © 2009 South-Western, a division of Cengage Learning. 7-3 Attitudes and Attitude Components  Attitudes  Attitude components (ABC approach):  Affect  Behavior  Cognitions (or “beliefs”) LO1
  4. 4. © 2009 South-Western, a division of Cengage Learning. 7-4 Functions of Attitudes  Functional theory of attitudes – attitudes perform four functions:  Utilitarian function  Knowledge function  Value-expressive function  Ego-defensive function LO2
  5. 5. © 2009 South-Western, a division of Cengage Learning. 7-5 Hierarchy of Effects Concept  Suggests that affect, behavior, and cognitions may form in one of the following four ways, or “hierarchies”:  High involvement (or “standard learning”) hierarchy: belief–affect–behavior.  Low involvement hierarchy: belief–behavior– affect.  Experiential hierarchy: affect–behavior–belief.  Behavioral influence hierarchy: behavior- belief-affect. LO3
  6. 6. © 2009 South-Western, a division of Cengage Learning. 7-6 Consumer Attitude Models  Attitude-toward-the-object model  Behavioral intentions model LO4
  7. 7. © 2009 South-Western, a division of Cengage Learning. 7-7 Factors That Weaken Attitude- Behavior Relationship  Length of time between attitude measurement and behavior  Specificity with which attitudes are measured  Environmental pressures  Impulse buying situations LO4
  8. 8. © 2009 South-Western, a division of Cengage Learning. 7-8 Attitude Change Theories and Persuasion  Persuasion  Techniques:  ATO approach  Behavioral influence approach  Elaboration Likelihood Model  Balance Theory approach  Social Judgment Theory approach LO5
  9. 9. © 2009 South-Western, a division of Cengage Learning. 7-9 Attitude-Toward-the-Object Approach  Change beliefs  Create new beliefs  Change evaluations LO5
  10. 10. © 2009 South-Western, a division of Cengage Learning. 7-10 Elaboration Likelihood Model (ELM)  Illustrates how attitudes are changed based on differing levels of consumer involvement.  Level of involvement and motivation to process a message determines which route by which persuasion occurs:  High involvement – Central route  Low involvement – Peripheral route LO5
  11. 11. © 2009 South-Western, a division of Cengage Learning. 7-11 Balance Theory  Consumers are motivated to maintain perceived consistency in the relations found in mental systems  Consistency principle LO5
  12. 12. © 2009 South-Western, a division of Cengage Learning. 7-12 Message and Source Effects and Persuasion  Message effects  Source effects LO6
  13. 13. © 2009 South-Western, a division of Cengage Learning. 7-13 Communication Models  Basic approach (one-to-many):  Source (encoding)  Message  Medium  Receiver (decoding)  Feedback  Noise  Computer- mediated approach (many-to-many)  Both the message and the person delivering the message impact the overall effectiveness. LO6
  14. 14. © 2009 South-Western, a division of Cengage Learning. 7-14 Message and Source Effects  Message appeal  Sex  Humor  Fear  Message construction  Source effects  Credibility  Attractiveness  Likeability  Meaningfulness  Match-up hypothesis – a source feature is most effective when it is matched with relevant products. LO6

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