ADV319 - ch 7

The Power of Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Attitude Commitment ,[object Object],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 INTERNALIZATION Highest level: deep-seeded attitudes become part of consumer’s value system

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Functional Theory of Attitudes ,[object Object],UTILITARIAN FUNCTION: Relates to 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

Functional Theory of Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Functional Theory of Attitudes (cont.) ,[object Object],[object Object],Provide improved peripheral benefits (e.g., improved parking) Those who look for camaraderie Publicize aspects of visiting teams, such as sports stars Those who enjoy cheering for winning team Provide greater sports knowledge Relate attendance to personal values Die-hard team fans Sports Marketer’s Strategy Cluster

ABC Model of Attitudes ,[object Object],[object Object],[object Object],[object Object]

Hierarchies of Effects ,[object Object],Figure 7.1

Hierarchy of Effects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cognitive-affective model versus independence hypothesis ,[object Object],[object Object],[object Object]

Attitude Toward the Advertisement ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

Ads Have Feelings Too ,[object Object],[object Object],[object Object],[object Object]

Consistency Principle ,[object Object],[object Object],[object Object]

Cognitive Dissonance and Harmony ,[object Object]

Cognitive Dissonance and Harmony ,[object Object],[object Object],[object Object],[object Object]

Discussion ,[object Object],[object Object]

Self-Perception Theory ,[object Object],DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he refuses), then asked to do something smaller. LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly. 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

Foot-in-the-Door & Door-in-the-Face Techniques ,[object Object]

Low-Ball Technique ,[object Object]

Discussion ,[object Object],[object Object],[object Object]

More Techniques ,[object Object],[object Object]

Social Judgment Theory ,[object Object],[object Object],[object Object],[object Object]

Social Judgment Theory ,[object Object]

Social Judgment Theory ,[object Object],[object Object],[object Object]

Balance Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Adam likes to watch football on television, and Jenna does not like to watch football. Yet Jenna likes Adam, and values their relationship. Jenna Adam Football + - + Jenna Adam Football - - + Jenna Adam Football + + + What can Jenna do to get balance?

Marketing Applications of Balance Theory ,[object Object],Jennifer Aniston You Product + + ?

Marketing Applications of Balance Theory ,[object Object],[object Object],[object Object],[object Object]

Multi-Attribute Attitude Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fishbein Model ,[object Object],[object Object]

Your College Decision Attitude Score 4 Library 2 Party Scene 3 Athletics 4 Proximity 6 Cost 7 Beautiful women 9 Acad rep ACC St. Edwards UT Import (I) Attribute

My Husband’s College Decision Attitude Score 1 2 7 4 Library 9 7 3 2 Party Scene 3 2 6 3 Athletics 1 1 1 4 Proximity 9 8 7 6 Cost 5 7 8 7 Beautiful women 1 5 9 9 Acad rep ACC St. Edwards UT Import (I) Attribute

Why Choose UT? 207 Attitude Score 28 7 4 Library 6 3 2 Party Scene 18 6 3 Athletics 4 1 4 Proximity 42 7 6 Cost 56 8 7 Beautiful women 81 9 9 Acad rep Total UT Import (I) Attribute

Marketing Applications of Multi-Attribute Model ,[object Object],[object Object],[object Object],[object Object],[object Object]

Extended Fishbein Model ,[object Object],[object Object],[object Object]

Obstacles to Predicting Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object]

Theory of Trying: Example of Consumer Trying to Lose Weight ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Trying to Reach a Goal—Sell the Textbook back to Co-op ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Trying to Reach a Goal—Skip Classes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tracking Attitudes over Time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tracking Attitudes over Time Figure 7.4 Will you still go to Facebook when you hit 30?

ADV319 - ch 7

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