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Chapter 6

ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT

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Chapter Overview What are attitudes? Attitudes formation: cognition (thinking)

» Cognitive response model» Theory of reasoned action (TORA)

How to change attitudes: cognition (thinking)

Attitude formation: affect (emotion) How to change attitudes: affect (emotion)

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Definition

Attitude: a relatively global and enduring evaluation of an object, issue, person, or action

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What’s the Big Deal About Attitudes?

Attitudes……

» Guide our thoughts (cognitive function)

» Influence our feelings (affective function)

» Affect our behavior (connative function)

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How are attitudes formed through cognition?

The Cognitive Response Model» thoughts/reactions we have in

response to a message

Theory of Reasoned Action (TORA)» explains how, when and why attitudes

predict behavior

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Cognitive Response Model

Counterarguments (CAs)» disagreement

Support arguments (SAs)» agreement

Source derogations (SDs)» attack the source

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Theory of Reasoned Action (TORA)

Belief about consequences of an act (bi)

Evaluation of consequences of an act (ei)

Attitude toward the act (Aact)

Normative belief(what do importantothers think aboutthis act?) (NBj)

Motivation to comply (desire to please these important

others) (MCj)

How much consumeris actually influencedby these others (SN)

Behavior

Behavioral Intentions

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Calculating TORA Behavioral Intentions

BI A SN

A b e

SN NBMC

act

act i ii

j jj

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TORA Example: Getting a tattoo

B=get a tattoo

BI=intention to get a tattoo

Aact=your attitude toward getting a

tattoo

SN=what influence others have on you

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TORA Scales

bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high

ei = if this outcome occurs, it will be (-3) very bad to (+3) very good

NBj = this person thinks I should (-3) not do it to (+3) do it

MCj = how much do I care what this person thinks? (-3) don’t care at all to (+3) care very much

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TORA Example: Aact

Beliefs

will hurtwill be coolwill be expensiveself-expression

bi

+3+1+2+3

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TORA Example: Aact

Beliefs

will hurtwill be coolwill be expensiveself-expression

bi ei

+3 -3+1 +2+2 -2+3 +3

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TORA Example: Aact

Beliefs

will hurtwill be coolwill be expensiveself-expression

bi ei Sum bi X ei

+3 X -3 = -9+1 X +2 = 2+2 X -2 = -4+3 X +3 = +

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Therefore, Aact = -2

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TORA Example: SN

Important Others

ParentsSig. OtherBest FriendMKT 171

Instructor

NBj

-3-3+2+3

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TORA Example: SN

Important Others

ParentsSig. OtherBest FriendMKT 171

Instructor

NBj MCj

-3 -1-3 +3+2 +1+3 0

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TORA Example: SN

Important Others

ParentsSig. OtherBest FriendMKT 171

Instructor

NBj MCj Sum NBj XMCj

-3 X -1 = +3-3 X +3 = -9+2 X +1 = +2+3 X 0 = + 0

Therefore, SN = -4

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The Bottom Line

BI = Aact + SN

= -2 + -4 = -6

Decision: Don’t do it!

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Theory of Reasoned Action (TORA)

Belief about consequences of an act (bi)

Evaluation of consequences of an act (ei)

Attitude toward the act (Aact)

Normative belief(what do importantothers think aboutthis act?) (NBj)

Motivation to comply (desire to please these important

others) (MCj)

How much consumeris actually influencedby these others (SN)

Behavior

Behavioral Intentions

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Attitude Change Strategies

Change beliefs (bi)

Change evaluations

(ei)

Add a new belief

(biei)

Target normative

beliefs

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Cognitively-Based Attitude Change Issues

Communication Source» spokesperson credibility» company reputation

Message factors» argument quality» one- vs. two-sided messages» comparative messages

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How are attitudes formed through affect (emotion)?

Affective involvement

Affective reactions

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Affectively-Based Attitude Change Issues

Communication Source» Attractiveness

Message Factors» Emotional appeals» Fear appeals

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Chapter 6 Review

Definition of attitudes Attitude Formation & Change

(cognitive)» Cognitive Response Model» TORA» Communication Source & Message

Content Attitude Formation & Change (affect)