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BA 492

BA 492. Attitude. A Quiz. Name How is attitude defined ABC: Name two. Attitude. Attitude is an overall lasting evaluation. Consumer Intentions. Distance Education:. Intentions? Expectations? Distance Education. Attitude Functions: Why Attitudes? Future Orientation.

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BA 492

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  1. BA 492 Attitude

  2. A Quiz • Name • How is attitude defined • ABC: Name two

  3. Attitude • Attitude is an overall lasting evaluation

  4. Consumer Intentions • Distance Education:

  5. Intentions? Expectations?Distance Education

  6. Attitude Functions: Why Attitudes?Future Orientation • Utilitarian: reward and punishment, pleasure or pain • Value-Expressive: What does it say about me? • Ego-Defensive: Protect feelings about myself • Knowledge: Need for order, structure, or meaning.

  7. Behavior/ “Conation” Cognitive “Beliefs” Affective “Feelings” Components of Attitude:“High Involvement Hierarchy of Effects”

  8. Components of Attitude:“Low Involvement Hierarchy of Effects” Affective “Feelings” Cognitive “Beliefs” Conative “Behavior”

  9. Affective “Feelings” Conative “Behavior” Cognitive “Beliefs” Components of Attitude:“Hedonic Hierarchy of Effects”

  10. Forming Attitudes: Not All Attitudes Are Equal • Compliance • Identification • Internalization

  11. Consistency Principle • Cognitive Dissonance • Self-Perception Theory: Our own behavior informs us about attitudes • Foot in the door and door in the face • Social Judgment Theory: latitudes of acceptance and rejection • Reactions: assimilation and contrast • Balance Theory

  12. Attitude Models • Fishbein: multi-attribute attitude model • Beliefs and Evaluation • Example • Extended Fishbein • attitude toward buying • social pressure • intentions vs. behavior • Trying to Consume: personal control, evaluations of consequences, etc.

  13. Attitude Change:Persuasion Winter 2007

  14. Behavior Modification • Scarcity: more attractive when less available • Authority: Importance of messenger • Reciprocity • Consistency: how often have we seen this one? • Liking • Consensus: what are the others doing?

  15. Source Message Medium Receiver Feedback Communications Model Encoding Decoding Transmission Noise

  16. Nature of the Audience • Are we information “catchers” or “seekers?” • How do we view the “media?” • Uses and gratifications theory: active users of the media for information, diversion, entertainment, play, self-affirmation, and etc. • In this way media competes with…

  17. Source Credibility • Affective Component • Cognitive Component • Investment Fraud

  18. Naïve Investor • I: How would you judge expertise? • R: I just can’t really answer that, I don’t know. In my case I would just judge him more on conversations with them on other subjects.

  19. Naïve Investor • “It is nice to deal with somebody that you click with in that regard (religion)” • One fellow, he is young, my age, and we have a real good relationship. I’ve known him for a couple of years and we play golf together. He calls me when he has something that’s hot”

  20. Sophisticated Investor • “I would choose an advisor who had a great deal of expertise. I could make up for an inability to explain. I would be able to understand the material

  21. Other Source Issues • Sleeper effect: What of the annoying spokesperson? • Dissociative cue hypothesis: message and source lose connection • Availability-valence hypothesis: message is more relevant • Source Attractiveness • Beautiful is good • Celebrity

  22. The Message • Word or Pictures (framing) • One-versus two-sided arguments • Humor: Blockbuster Mouse • Fear • Allegory: Federline for Nationwide, or GM Robot Arm

  23. Elaboration Likelihood Model • Central Route • Peripheral Route

  24. Ability to Elaborate Motivation to Elaborate Amount of Elaboration Central Route Peripheral Route Persuasion: Message Arguments Persuasion: Peripheral Cues

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