MKTG 4120 Chapter 11

Are the components of an attitude consistent? What factors reduce the apparent consistency among attitude components?

All three attitude components tend to be consistent. Factors that reduce consistency are: 1. Lack of need 2. Lack of ability 3. Relative attitudes 4. Attitude ambivalence 5. Weak beliefs and affect 6. Interpersonal and situational influences

What is an attitude?

An attitude is an enduring organization of motivational, emotional, perceptual, and conginitive processes with respect to some aspect of our environment.

What are the two characteristics of the source of a message that influence its ability to change attitudes? Describe each.

Appeal and message-structure characteristics.

Why are celebrity sources sometimes effective? What risks are associated with using a celebrity source?

Attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer. Risks are: overexposure, if a celebrity endorses many products, consumers' reactions may become less positive, negative behavior involving g the spokesperson will affect the individual's credibility and damage the firm's image.

What is a benefit segment?

Benefit segmentation is when you segment consumers on the basis of their important attribute or attributes.

What strategies can consumers use to resist persuasion? What consumers are most likely to do so?

- Discrediting: When a consumer's favorite brand is attacked, the first strategy they use is to discredit the negative information - Discounting: When discrediting won't work, loyal consumers will often resort to discounting (protect their brand by decreasing the importance they put on the attribute in question) - Containment: If an attack can't be discredited, loyal consumers also engage in containment. It is as if they "seal off" the negative information as a way to quarantine it and avoid having it spill over and spoil their existing positive attitude.

Name five possible characteristics of an appeal that would influence or change attitudes. Describe each.

- Fear: the threat of negative consequences if attitudes or behaviors are not altered - Humorous: ads built around humor appear to increase attention to and liking of the ad, particularly for those individuals high in need for humor - comparative: directly compare the features or benefits of two or more brands - emotional - designed primarily to elicit a positive affective response rather than to provide information or arguments - value-expressive vs. utilitarian: value-expressive attempt to build a personality for the product or create an image of the product user & utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market

Are comparative appeals effective? Why?

- May be particularly effective for promoting new or little-known brands with strong product attributes to create their position or to upgrade their image by association - if its claims are substantiated by credible sources

What is the elaboration likelihood model?

A theory about how attitudes are formed and changed under varying conditions of involvement.

When is a two-sided message likely to be more effective than a one-sided message?

A two-sided message is most likely to be more effective than a one-sided message when changing a strongly held attitude. One reason is because they are unexpected and increase consumer trust in the advertiser. They are particularly effective with highly educated consumers.

What are the components of an attitude?

Cognitive (beliefs), affective (feelings) and behavioral (response tendencies).

How can attitudes guide new-product development?

Constructing a profile of a consumer segment's ideal level of performance, creating a product concept that closely matches the ideal profile. Translating the concept into an actual product.

What is attitude ambivalence?

Holding mixed beliefs and/or feelings about an attitude object.

Are fear appeals always effective in changing attitudes? Why?

No because they raise anxieties unnecessarily.

What are the three characteristics of the message structure that influence its ability to change attitudes? Describe each.

One-sided versus Two-Sided Messages: whether one point of view is expressed or both good and bad points are being presented. Positive versus Negative Framing: Presenting one of two equivalent value outcomes in either positive or negative terms, or if the focus is on a single attribute or goal. Nonverbal Components: pictures, music, surrealism, and other nonverbal cues.

What are the nonverbal components of an ad? What impact do they have on attitudes?

Pictures, music, surrealism, and other nonverbal cues.

What is meant by positive message framing and negative message framing? How does the effectiveness of a positive versus negative frame vary depending on whether it's a goal from or attribute frame?

Positive framing is presenting positive or gain terms. Negative framing is presenting negative or loss terms. In attribute framing situations, positive framing yields the most positive evaluations because it emphasizes the desirable aspects of the specific attribute.

What is meant by mere exposure?

Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.

What is source credibility? What causes it?

Source credibility consists of trustworthiness and expertise. A source that has no ulterior motive to provide anything other than complete and accurate information would generally be considered trustworthy.

What is the multi attribute attitude model?

The more positive beliefs associated with a brand, the more positive each belief is; and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be. And because all the components of an attitude are generally consistent, the more favorable the overall attitude is.

What characteristics should humorous ads have?

They should have relevance, humor that is loosely tied to products, and risk.

What is a value-expressive appeal? A utilitarian appeal? When should each be used?

Value-expressive appeals attempt to build a personality for the product or create an image of the product user. It should be used for functional products . Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market. It should be used for products designed to enhance self-image or provide other intangible benefits.

Are emotional appeals effective? Why?

Yes because they enhance persuasion by increasing: - Attention and processing of the ad and, therefore, ad recall. - liking of the ad - product liking through classical conditioning - product liking through high-involvement processes

What strategies can be used to change the following components of an attitude? a. Affective b. Behavioral c. Cognitive

a. Classical Conditioning and Mere Exposure b. Operant Conditioning c. Change beliefs, shift importance, add beliefs and change ideal.