CB - Chapter 11 (Attitude & Attitude Influence)

Are comparative appeals effective? Why?

Comparative ads are often more effective than non-comparative ads in generating attention, message and brand awareness, greater message processing, favorable sponsor brand attitudes, and increased purchase intentions and behaviors. However, they can also have negative consequences for the sponsor brand such as lower believability, lower attitude toward the ad and sponsor brand, and more positive attitude toward the competitor brand(s)

What is attitude ambivalence?

Consumes sometimes hold mixed beliefs and/or feelings about an attitude object (e.g., seafood). These attitudes are less stable over time and less predictive of behavior.

How can attitudes guide new-product development?

Ideal performance levels, by attribute, provide a particularly useful guide for new product development.

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

A celebrity attached to the message enhances its ability to draw one's attention, increases message believability, may share his or her image with the product, and fans may buy the product to emulate the celebrity. Risks: not everyone will like any given celebrity and the celebrity may do something to generate negative publicity.

What is source credibility? What causes it?

A credible source is one that the target market believes will provide accurate information. Trustworthiness and expertise are key factors in establishing source credibility. To be credible, a source should have no apparent reason to provide anything other than complete, objective, and accurate information and it should have the ability to do so.

What is a benefit segment?

A segment based on needs or sought benefits. Importance ratings are a way to measure what consumers feel is important. Clustering those who rate the importance of product features the same allows the marketer to group consumers based on attribute importance and benefits sought.

What strategies can be used to change the following components of an attitude?

Affective: Various forms of classical conditioning, affect toward the ad or website (using humor, celebrities, or emotional appeal), and mere exposure (simply presenting a brand to individuals on a large number of occasions). Behavioral: Operant conditioning and "shaping" are most effective. Cognitive: Cognitive learning including, iconic rote learning, is important in this area. Strategies used to alter the cognitive structure of a consumer's attitude include change beliefs, shift importance, add beliefs and/or change idea

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

All three components of attitude tend to be consistent and reinforce a particular attitude. That is, a favorable attitude is generally composed of positive cognitions (beliefs), positive feelings (affective), and intentions to use, recommend or support (behavioral). There are six factors found to reduce the apparent consistency among attitude components: lack of need lack of ability failure to consider relative attitudes attitude ambivalence weakly held beliefs and affect failure to consider interpersonal situational influences.

What is an attitude?

An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. It is the way one feels, thinks, and acts toward an object.

re emotional appeals effective? Why?

Emotional ads are designed to elicit a positive affective response rather than to provide information or arguments. Emotional appeals are often effective. These types of ads may enhance attitude formation or change by: -increasing the ad's ability to attract and maintain attention. -increasing liking of the ad. -increasing product liking through classical conditioning. -increasing product liking through high-involvement processes.

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

Fear appeals humorous appeals comparative ads emotional appeals value-expressive/utilitarian appeals are the types of appeals that affect attitudes.

re fear appeals always effective in changing attitudes? Why?

Fear appeals make use of the threat of negative consequences if attitudes or behaviors are not altered. For fear appeals to be successful, the level of fear must not be so great as to cause the consumer to distort or reject the message. The message must be believable in that the source of the fear-arousing message is viewed as highly credible.

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

Loyal consumers engage in discrediting, discounting, and containment strategies to resist persuasion from competitors. Discredting —loyal consumers' first strategy is to discredit negative information through counter arguments, whereby the consumers look for weaknesses in competitor attacks. Discounting —when discrediting does not work, loyal consumers will often resort to discounting, whereby the consumers protect their brand by decreasing the importance they put on the attribute in question.. Containment —if a brand attack cannot be discredited, loyal consumers also engage in containment, whereby consumers "seal off" the negative information as a way to quarantine it and avoid having it spill over and spoil their existing positive attitude..

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

Pictures, music, surrealism, etc., are nonverbal components of ads. By arousing an emotional response, the nonverbal components can affect attitude. Likewise they can provide meaning that is not possible to convey with words.

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

Source credibility and celebrity sources.

What is the elaboration likelihood model (ELM)?

The ELM suggests that involvement is a key determinant of how information is processed and attitudes are changed. -High involvement results in a "central route" to attitude change by which consumers deliberately examine and process those message elements that they believe are relevant to a meaningful and logical evaluation of the brand. -Low involvement results in a "peripheral" route to attitude change in which consumers form impressions of the brand based on exposure to the readily available cues in the message regardless of the relevance of those cues to the brand itself. Cue relevance and competitive considerations need to be considered before relying solely on general ELM conclusions that central cues (product information) should be used under high involvement and peripheral cues (e.g., celebrity endorser) are only effective under low involvement.

What are the components of an attitude?

The cognitive components of an attitude consist of an individual's beliefs and knowledge about an object. The affective component represents one's feelings or emotional reactions toward an object. The behavioral component consists of overt actions and/or statements of behavior related to an object.

What is a multi-attribute attitude model?

The elements of a multi-attribute attitude model include beliefs about an object's attributes, ideal or desired levels of performance for each attribute, and the relative importance attached to each attribute.

What is meant by mere exposure?

The theory that simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive. Thus, the continued repetition of advertisements for low-involvement products may well increase liking and subsequent purchase of the advertised brands without altering the initial belief structure

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

The three characteristics are one- versus two-sided messages, positive versus negative framing, and the nonverbal components of the message. One- versus two-sided message: -Onesided message, only a positive point of view is expressed. In a twosided message, both good and bad points are expressed which can enhance effectiveness. Message framing: -Refers to presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing). The best valence depends on type of frame. For attribute frames, positive framing is best. For goal frames, negative frames tend to work best. Nonverbal components include pictures, music, surrealism, and other nonverbal cues used for attitude change.

What characteristics should humorous ads have?

Though a humorous appeal may gain great attention and viewer satisfaction, to be effective, information must still be communicated. The humor should be related to the product or usage situation and generally should be used only for "non serious" products.

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 -are most effective for products designed to enhance self-image or provide other intangible benefits (such as a designer watch) Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market. -are most effective for products functional products (such as toilet tissue)