This document provides an overview of attitude formation and change based on high consumer effort. It discusses key topics including the cognitive and affective foundations of attitudes, how cognitively and affectively based attitudes are influenced, attitude toward ads, and when attitudes predict behavior. The overview covers analytical processes of attitude formation like the cognitive response model and expectancy-value models. It also examines how message characteristics and source credibility can impact cognitively based attitudes.

1. Attitudes Based on
High Effort

2. A Model of Information Processing
Exposure,
Attention
Perception Understanding Outcome:
Attitudes
sensations information
Memory / Prior Knowledge
Individual
Consumer
Environmental
Characteristics
Stimuli
beliefs

3. 3
Exhibit 5.2:
Chapter
Overview:
Attitude
Formation and
Change – High
Consumer Effort

4. Chapter Overview
 What Are Attitudes?
 Forming and Changing Attitudes
 The Cognitive Foundations of Attitudes
 How Cognitively Based Attitudes Are Influenced
 The Affective Foundations of Attitudes
 How Affectively Based Attitudes Are Influenced
 Attitude Toward the Ad
 When Do Attitudes Predict Behavior?
4

5. What are Attitudes?
5
An overall evaluation (like / dislike) of an object,
issue, person, or action.
 Learned
 Enduring
 Importance of Attitudes
 Cognitive: thoughts
 Affective: feelings
 Connative: behaviors

6. Characteristics of Attitudes
6
 Favorability
 Accessibility
 Confidence
 Persistence
 Resistance to attack
 Ambivalence
“I like it a lot.”
“I can remember my attitude easily.”
“I’m sure I like it.”
“I’ve liked it for a long time and will
continue to like it.”
“I’ll like it no matter what anyone
says about it.”
“I like and hate it at the same time”

7. Overview of Attitudes
7
Foundation of Attitudes
 Cognition: thoughts
 Affect: emotions
Role of Effort in Attitude Formation
 High effort:
 Central-route processing: careful and effortful analysis of the central issues
 Low effort:
 Peripheral-route processing: rely on superficial cues contained in the message
Attitude Formation and Change based on
 Cognitive vs. affective
 Message vs. source

8. 8
Exhibit 5.1: General Approaches to
Attitude Formation and Change
.

9. Cognitive Foundations of Attitudes
9
 Direct or Imagined Experience
 Elaborating on actual experience
 Reasoning by Analogy or Category
 How similar a products to other products
 Values-Driven Attitudes
 How the products conform to your values
 Social Identity-Based Attitude Generation
 How you can express your social identity
 Analytical Processes of Attitude Formation

10. Analytical Processes of Attitude Formation
10
 The Cognitive Response Model
 Consumers’ thought reactions to a message affect their attitudes
 Expectancy-Value Models
 Consumers form and change attitudes based on:
 Existing beliefs / knowledge about an object or action
 Evaluations of these beliefs

11. The Cognitive Response Model
11
Suppose Person X said Brand A is good
Counterarguments
◦ “But I know Brand A is not good”
Support Arguments
◦ “Yes I heard Brand A is indeed good”
Source Derogations
◦ “Person X doesn’t know anything / cannot be trusted.”

12. Fishbein's Multiattribute Model of Attitudes
12
MODEL: A = Σ biei
 A= Attitude towards the object o
 bi = extent of belief that o possesses attribute i
 ei = evaluation of attribute i
 So, get relevant attributes for a product, (depth interview)
measure b's and e's and get A
 This is what you are using for your project!

13. Evident difference between the Fishbein model and
the multi-attribute model you saw earlier
13
 Remember: multiattribute model  Summation (biIi)
 Ii in multiattribute model is the importance of the attribute  positive number (e.g., from 1 to 7)
 ei in Fishbein model is the evaluation of the attribute  can be either positive or negative (e.g., from
-3 to +3)
 For a soft drink, both Mr. A and Mr. B may say that sweetness is an important attribute but for two
different reasons:
 Mr. A wants low sweetness but Mr. B wants high sweetness
 Therefore, the scales used to measure ei usually range from a negative value to a positive value; e.g.,
-3 to +3 (bipolar), not simply 1 to 7 (unipolar).
 E.g. Low sweetness: -3 (undesirable) to +3 (desirable)
 Having a bipolar scale also allows us to define a “0” point on the scale, e.g., some consumers may
not care at all about sweetness, and they would circle “0”.

14. Example: Attitude towards Athletic Shoes
14
 5 attributes (through qualitative research):
 “Shock-absorbence” ;
 “Durability”;
 “Styling”;
 “Price”;
 “Number of sizes available”

15. Measure all ei
15
Please state your opinion on the following scales:
For athletic shoes:
 price is:
Unimportant 1 2 3 4 5 6 7 Important

16. Sample ei question for price
(correct version)
16
Please state your opinion on the following scales:
For athletic shoes:
 High price is:
Undesirable -3 -2 -1 0 1 2 3 Desirable

17. Measure all ei(-3 to +3)
17
Please state your opinion on the following scales:
For athletic shoes:
 high price is:
Undesirable -3 -2 -1 0 1 2 3 Desirable
 high durability is:
Undesirable -3 -2 -1 0 1 2 3 Desirable

18. Measure bi values for the brand
18
Please tell us what you think about brand A on these
features:
Brand A shoes is high in price
Disagree -3 -2 -1 0 1 2 3 Agree
Brand A shoes is high in durability
Disagree -3 -2 -1 0 1 2 3 Agree

19. Compute Average Scores for bi and ei
19
 ei for high price:
 Consumer 1 -3
 Consumer 2 -1
 Consumer 3 -2
 Consumer 4 -2
⇒Average ei for price = ?
 bi for price of Brand A:
 Consumer 1 3
 Consumer 2 3
 Consumer 3 3
 Consumer 4 3
⇒Average bi for Brand A price = ?

20. Attitude Measurement: Brand A
20
-1-1+2+2Large Number of Sizes
-2-2+3+3High Price
+3+3+1+1Fashionable Styling
+2+2+3+3High Durability
+2+2+3+3High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude =
-1-1-2-2Large Number of Sizes
-2-222High Price
+3+3-1-1Fashionable Styling
+2+2+3+3High Durability
+2+2+2+2High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude =
Attitude Measurement: Brand B

21. Attitude Measurement: Brand A
-2-2-1-1+2+2Large Number of Sizes
-6-6-2-2+3+3High Price
+3+3+3+3+1+1Fashionable Styling
+6+6+2+2+3+3High Durability
+6+6+2+2+3+3High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude = +7
+2+2-1-1-2-2
Large Number of Sizes
-4-4-2-222High Price
-3-3+3+3-1-1Fashionable Styling
+6+6+2+2+3+3High Durability
+4+4+2+2+2+2High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude = +5
Attitude Measurement: Brand B

22. Note: Calculating Attitudes
22
 Right (i.e., recommended) Way
 Consumer A: bi = 2 ei = -1
 Consumer B: bi = 4 ei = -3
Average bi = ?? ei = ??
 So: attitude for this segment = ??
 Wrong (i.e., NOT recommended) Way
 Consumer A: bi = 2 ei = -1
 attitude for Consumer A = ??
 Consumer B: bi = 4 ei = -3
 Attitude for Consumer B = ??
 So: average attitude for this segment = ??

23. Model Problem: Attitude Not Always
Predictive of Behavior!
23
• Need to Measure Behavioral Intention; not just
Attitude
• Need to Include the Influence of Other People’s
Opinions (Subjective Norms)
• Not a part of your project!
• Theory of Reasoned Action Does Both

24. 24
Exhibit 5.4:
The Theory of Reasoned Action
+ + - +
+ -

25. 25
Exhibit 6.4:
The Theory of Reasoned Action

26. How Cognitively Based Attitudes
are Influenced
26
 The Source
 Spokesperson Credibility
 Trustworthiness, expertise, status
 Company Reputation
 The Message
 Argument Quality
 One- Versus Two-Sided Messages
 Comparative Messages

27. Example: Strong vs. Weak Arguments
27
 The special coating in the knife forms a chemical seal
which bonds with the metal and protects it from
elements which can ruin the knife's sharpness and finish.
 The special coating in the knife protects it from harmful
elements - elements which can ruin a good knife.

28. 28

29. The Affective (Emotional) Foundations of
Attitudes
 Affective Involvement
 Strong emotional engagement with a stimulus
 Affective Responses
 Feelings and images a consumer generates in
response to a message
 Emotional Appeals
 Messages that elicit an emotional response
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30. How Affectively Based Attitudes Are
Influenced
 The Source
 Attractiveness
 Physical attractiveness, likeability,
familiarity, similar to self
 Match-up Hypothesis
 Source should be appropriate for the
message
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31. How Affectively Based Attitudes Are
Influenced
 The Message
 Emotional Appeals
 Elicit positive emotions (humor, love, hope, joy, excitement) to attract
consumers to product
 Advantages? Drawbacks?
 Elicit negative emotions (fear, pain, and
anxiety) that will occur if consumers
do not use the product)
 Fear Appeals: Advantages? Drawbacks?
31
1. Too much fear – Terror Management Theory
2. Fear with resolution

32. A fear appeal is presented in
this ad to encourage parents
to talk frankly with their
children about various issues
including drugs, drinking,
tobacco, and sex. This ad is
effective because it
addresses a fear that every
parent has, and suggests
courses of actions that
parents can take to decrease
that fear.

33. Attitude Toward the Ad
 Whether the consumer likes or dislikes an ad
 May or may not be different from Attitude toward the
Brand
 Influenced by
 Utilitarian Dimension
 Ad provides information
 Hedonic Dimension
 Ad creates positive or negative feelings
 Interesting? Causes Elaboration?
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34. When Do Attitudes Predict Behavior?
 Level of Involvement/Elaboration
 Knowledge and Experience
 Analysis of Reasons
 Attitude Accessibility
 Attitude Confidence
 Specificity of Attitudes
 Attitude-Behavior Relationship over Time
 Emotional attachment
 Situational Factors
 Normative Factors
 Personality Variables: e.g. self-monitoring
34