CHAPTER ELEVEN Attitudes and Influencing Attitudes McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc.  ...
Figure 11-1
Figure 11-2
Measuring Attitude Components <ul><li>Cognitive Component   (Measuring Beliefs about Specific Attributes Using the Semanti...
Measuring Attitude Components <ul><li>Affective Component   (Measuring Feelings about Specific    Attributes Using Likert ...
Measuring Attitude Components <ul><li>Behavioral Component   (Measuring Actions or Intended Actions) </li></ul><ul><li>The...
Consumer Insight 11-1 <ul><li>What attitude component is MPAAT focusing on? What theory or assumption makes this reasonabl...
Change the Cognitive Component <ul><li>Change Beliefs </li></ul><ul><li>Shift Importance </li></ul><ul><li>Add Beliefs </l...
Change the Affective Component <ul><li>Classical Conditioning </li></ul><ul><li>Affect toward the ad or website </li></ul>...
Change the Behavioral Component <ul><li>Robert Cialdini: Influence </li></ul><ul><li>Reciprocity   </li></ul><ul><ul><li>D...
The Elaboration Likelihood Model
Figure 11-4
Communication Characteristics <ul><li>Source </li></ul><ul><ul><li>Source Credibility </li></ul></ul><ul><ul><li>Celebrity...
Segmentation and Development <ul><li>Benefit Segmentation </li></ul><ul><ul><li>Feature importance </li></ul></ul><ul><ul>...
Multiattribute Attitude Model
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    1. 1. CHAPTER ELEVEN Attitudes and Influencing Attitudes McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
    2. 2. Figure 11-1
    3. 3. Figure 11-2
    4. 4. Measuring Attitude Components <ul><li>Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale) </li></ul><ul><li>Diet Coke </li></ul><ul><li>Strong taste —— —— —— —— —— —— —— Mild taste </li></ul><ul><li>Low priced —— —— —— —— —— —— —— High priced </li></ul><ul><li>Caffeine free —— —— —— —— —— —— —— High in caffeine </li></ul><ul><li>Distinctive in —— —— —— —— —— —— —— Similar in taste to taste most </li></ul><ul><li>The McGraw-Hill Companies, Inc., 1998 </li></ul>
    5. 5. Measuring Attitude Components <ul><li>Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales) </li></ul><ul><li> Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree </li></ul><ul><li>I like the taste of Diet Coke. —— —— —— —— —— </li></ul><ul><li>Diet Coke is overpriced. —— —— —— —— —— </li></ul><ul><li>Caffeine is bad for your health. —— —— —— —— —— </li></ul><ul><li> </li></ul><ul><li>I like Diet Coke. —— —— —— —— —— </li></ul>
    6. 6. Measuring Attitude Components <ul><li>Behavioral Component (Measuring Actions or Intended Actions) </li></ul><ul><li>The last soft drink I consumed was a ___________________. </li></ul><ul><li>I usually drink________________soft drinks. </li></ul><ul><li>What is the likelihood you will buy Diet Coke  Definitely will buy </li></ul><ul><li>the next time you purchase a soft drink?  Probably will buy </li></ul><ul><li> Might buy </li></ul><ul><li> Probably will not buy </li></ul><ul><li> Definitely will not buy </li></ul>
    7. 7. Consumer Insight 11-1 <ul><li>What attitude component is MPAAT focusing on? What theory or assumption makes this reasonable? </li></ul><ul><li>What type of appeals is MPAAT using? Is this an appropriate use of this type appeal? </li></ul><ul><li>How successful do you think this campaign will be? Why? </li></ul><ul><li>Does this campaign raise any ethical concerns? </li></ul>
    8. 8. Change the Cognitive Component <ul><li>Change Beliefs </li></ul><ul><li>Shift Importance </li></ul><ul><li>Add Beliefs </li></ul><ul><li>Change Ideal </li></ul>
    9. 9. Change the Affective Component <ul><li>Classical Conditioning </li></ul><ul><li>Affect toward the ad or website </li></ul><ul><li>Mere exposure </li></ul>
    10. 10. Change the Behavioral Component <ul><li>Robert Cialdini: Influence </li></ul><ul><li>Reciprocity </li></ul><ul><ul><li>Door-in-the-face technique (big request first - target refuses, then the communicator “concedes” by asking for a small favor -target agrees) </li></ul></ul><ul><li>Scarcity - “one-day offer”, “two-days sale”, must suggest better value </li></ul><ul><li>Authority - expert endorsers </li></ul><ul><li>Commitment - make the target commit to some small thing </li></ul><ul><ul><li>Foot-in-the-door technique (small request first) </li></ul></ul><ul><ul><li>Low-balling - to commit to an attractive option first (car deals) </li></ul></ul><ul><ul><li>Even-a-penny-will-help technique </li></ul></ul><ul><li>Liking/compliments - persuasion by favorite or/and similar endorsers </li></ul><ul><li>Social validation -“statistical advertisements”(85 % of the population) </li></ul>
    11. 11. The Elaboration Likelihood Model
    12. 12. Figure 11-4
    13. 13. Communication Characteristics <ul><li>Source </li></ul><ul><ul><li>Source Credibility </li></ul></ul><ul><ul><li>Celebrity Sources - Congruence </li></ul></ul><ul><li>Appeal </li></ul><ul><ul><li>Fear, Humor, Emotional </li></ul></ul><ul><ul><li>Comparative Ads </li></ul></ul><ul><ul><li>Value-Expressive vs. Utilitarian </li></ul></ul><ul><li>Message Structure Characteristics </li></ul><ul><ul><li>One-Sided vs. Two-Sided </li></ul></ul><ul><ul><li>Positive versus Negative Framing </li></ul></ul><ul><ul><li>Nonverbal Components </li></ul></ul>
    14. 14. Segmentation and Development <ul><li>Benefit Segmentation </li></ul><ul><ul><li>Feature importance </li></ul></ul><ul><ul><li>Group similar benefit seekers </li></ul></ul><ul><li>Product Development </li></ul><ul><ul><li>Profile ideal level of performance </li></ul></ul><ul><ul><li>Create product concept </li></ul></ul><ul><ul><li>Translate concept into product </li></ul></ul>
    15. 15. Multiattribute Attitude Model

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