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Understanding Attitudes: The ABC Approach and Consumer Attitude Models

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This chapter delves into attitudes, outlining the ABC (Affect, Behavior, Cognition) approach, and highlighting the functions of attitudes including utilitarian, knowledge, value-expressive, and ego-defensive. It explains the hierarchy of effects in attitude formation, differentiating between high and low involvement models, as well as experiential and behavioral models. The chapter also discusses attitude-behavior consistency and the persuasion techniques through the Elaboration Likelihood Model, Balance Theory, and Social Judgment Theory, emphasizing the impact of message and source effects on consumer attitudes.

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Understanding Attitudes: The ABC Approach and Consumer Attitude Models

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  1. Attitudes Chapter 7

  2. Attitudes • What are attitudes? • ABC approach • Functions of Attitudes • Utilitarian • Knowledge • Value-expressive • Ego defensive Source: http://www.dearinternet.net

  3. Hierarchy of Effects • High-involvement • Belief → Affect → Behavior • Low-involvement • Belief → Behavior → Affect • Experiential • Affect → Behavior → Belief • Behavioral • Behavior → Belief → Affect

  4. Consumer Attitude Models • Attitude-toward-the-Object (see Handout) • Measure evaluative rating • “How good/bad is it that _____ has ______?” • -3 to +3 • Measure belief • 10-point scale • Compensatory • Implications • Attitude-behavior consistency

  5. Attitude Persuasion • ATO Approach • Change beliefs • Add new attributes • Changing evaluations • Behavior Influence • Changing Schema-based Affect

  6. Attitude Persuasion • Elaboration Likelihood Model • “Shows attitudes are changes based on differing levels of consumer involvement through central or peripheral processing” • Central route • When is it used? • Central cues • Peripheral route • When is it used? • Peripheral cues

  7. Attitude Persuasion • Balance Theory • Consistency principle • Triad Source: http://www.shoppingblog.com

  8. Attitude Persuasion • Social Judgment Theory • “Consumers compare incoming information to their existing attitudes about a particular object or issue, and attitude changes depend on how consistent information is with initial attitude.” • Latitude of Acceptance • Latitude of Rejection

  9. Message & Source Effects • Message Appeal • Sex appeal • What if too much? • Humor appeal • What if too much? • Fear appeal • What if too much? Source: http://www.brandstoke.com

  10. Message & Source Effects • Message Construction • Draw conclusions? • Involvement • Should you compare? • Yes- • No- • Where to place important info? • Primary- • Secondary- • Simple or complex? • Simple- • Complex-

  11. Message & Source Effects • Source Effects • Source credibility • Expertise • Trustworthiness • Source attractiveness • Source likeability • Source meaningfulness • Matchup hypothesis

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