MKTG 350 Chapter 11 Attitudes & Influencing Attitudes Flashcards

 Negative publicity about a celeb’s personal life plays a big role which

•“an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some
aspect of our environment.” Hawkins & Mothersbaugh
•“the way we think, feel, and act toward some aspect of our environment.” Hawkins, Best and Coney (2004)
•“a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.” Fishbein & Ajzen (1975)

1. Lack of Need 2. Lack of Ability
3. Failure to Consider Relative Attitudes 4. Attitude Ambivalence 5. Weakly Held Beliefs and Affect 6. Failure to Consider Interpersonal Influence 7. Failure to Consider Situational Factors
8. Measurement Issues

 Change the Cognitive Component  Change the Affective Component
 Change the Behavioral Component

• Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be
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 stronger  more resistant to counter-persuasion attempts  more accessible from memory, and  more predictive of behaviors

• Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT
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• Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT
BUT there are caveats and exceptions relating to cue relevance and competitive situation.
 Cue Relevance - What is a PC/CC?

Example: An attractive model (and her hair) may be
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decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo.
• In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.

PCs can influence persuasion under HI INVOLVEMENT in competitive situations when:
• Central cues neutralize due to homogeneity across
competing brands (PC then becomes tie breaker).
• Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.

• Consumers are not passive to persuasion attempts • Consumers are often skeptical (an individual
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characteristic) and resist persuasion
• Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.

 Discrediting  Discounting
 Containment

1. Source Characteristics
 Represents “who” delivers the message
2. Appeal Characteristics
 Represents “how” the message is communicated 3. Message Structure Characteristics
 Represents “how” the message is presented

1. SourceCredibility
• Persuasion is easier when the target market views the message source as highly credible
2. CelebritySources
• Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
3. Sponsorship
• Sponsorships often work in much the same manner as using a celebrity endorser

Effectiveness enhanced when
marketers match: •image of the celebrity with •personality of the product with
•actual or desired self-concept of the target market.

Cellphone text monitoring ad

? attempt to build a personality for the product or create an image of the product user.
* Most effective for products designed to enhance self- image or provide other intangible benefits