Chapter 7Attitudes.ppt

Chapter 7Attitudes Opening Vignette: Soccer How do Jan and Terri differ in their attitudes toward soccer? Jan and Nancy are both soccer fans. How are they different? Which one of the three is the most likely target for ads promoting soccer? Is Nancy likely to convert to become a soccer fan? The Power of Attitudes Attitude: A lasting, general evaluation of people including oneself , objects, advertisements, or issues Anything toward which one has an attitude is called an object Ao . Attitudes are lasting because they tend to endure over time. The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person i.e., they are determined by a person’s motives Katz’s Attitude Functions Utilitarian function Value-expressive function Ego-defensive function Knowledge function Addressing Smoking Attitudes This Norwegian ad addresses young people’s smoking attitudes by arousing strong negative feelings. The ad reads left panel “Smokers are more sociable than others.” Right panel : “While it lasts.” Fear Appeals The ABC Model of Attitudes Affect: The way a consumer feels about an attitude object Behavior: Involves the person’s intentions to do something with regard to an attitude object Cognition: The beliefs a consumer has about an attitude object Hierarchy of Effects: A fixed sequence of steps that occur en route to an attitude Attitudes as ABC Three Hierarchies of Effects Attitude Hierarchies The Standard Learning Hierarchy: Consumer approaches a product decision as a problem-solving process The Low-Involvement Hierarchy: Consumer does not have strong initial preference Consumer acts on limited knowledge Consumer forms an evaluation only after product trial The Experiential Hierarchy: Consumers act on the basis of their emotional reactions Experiential Hierarchy Emotional Contagion: Emotions expressed by the communicator of a marketing message affect the attitude toward the product Cognitive-Affective Model: