Chap 6 Part 2

Learning Objective 6.
6.4 To understand how to alter consumers’ attitudes by

making particular needs prominent.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 1 of 27

Functional Approach
• Utilitarian function
The utilitarian function stems from the belief that consumers’
attitudes reflect the utilities that brands provide. When a
product has been useful or enabled us to perform certain
tasks in the past, our attitude toward it tends to be favorable

Ego-defensive function
 The ego-defensive function maintains that people

form attitudes in order to protect themselves from
sensing doubt and to replace uncertainty with
feelings of security and confidence

Value-expressive function
 The value-expressive function maintains that

attitudes reflect consumers’ values and beliefs

Knowledge function
 . The knowledge function holds that people form

attitudes because they have a strong need to
understand the characters of the people, events,
and objects they encounter. Therefore, many firms
use ads centered upon the consumer’s “need to
know.”

Learning Objective 6.5
6.5 To understand the role of cognitive elaboration in

altering attitudes.

Elaboration Likelihood Model
The premise of this model is that consumers

carefully evaluate the merits and weaknesses
of a given product when they consider the
purchase to be very relevant. Conversely,
consumers engage in very limited information
search and evaluation (or cognitive
elaboration) when the purchase holds little
relevance or importance for them.

Elaboration Likelihood Model
Central Route Peripheral Route

• High involvement • Low involvement
• Considered thought and • Little thought and little
cognitive processing information processing
• Comparative ads • Non-comparative ads
• Objective knowledge • Subjective knowledge

6.6 To understand how attitudes can precede behavior

in the form of cognitive dissonance and the resolution
of conflicting attitudes.

Dissonance
• Cognitive dissonance
• Post-purchase dissonance
• Ways to reduce post-purchase dissonance
– 1. Rationalize decision
– 2. Seek advertisements that support choices
(avoid competitive ads).
– 3. “Sell” friends on the positive features of the
purchase.
– 4. Seek reassurance from satisfied owners
6.7 To understand the ways people assign causality to

events and apply this knowledge to consumer
behavior.

Which is the internal attribution?
• Self-perception attribution
reflects the way people see
themselves in the causalities they form about prior
behaviors and the attitudes they develop
thereafter. It is useful to distinguish between
internal and external attributions According to the
principle of defensive attribution, people generally
accept (or take) credit for success (internal
attribution), but assign failure to others or outside
events (external attribution)

• Foot-in-the-Door Technique
• The foot-in-the-door technique consists of getting
people to agree to large requests after convincing them to agree
to a small and modest request first. The rationale behind this
method is that agreeing to a small request creates a bond between
the requester and the requestee. The requestee
• does not want to disappoint the requestor, with whom he feels he
has bonded. People tend to develop attitudes to justify prior
actions. So, when people look at their prior behavior (e.g.,
compliance with minor requests), they conclude that they are the
kind of persons who generally agree to requests from others (i.e.,
an internal attributions), which increases their compliance with
the larger request.
• Attribution Toward Objects
Researchers have also studied
consumers’ attributions toward objects, which, in
the context of marketing, are the products and
services purchased. Specifically, when consumers
wish to find out why a product met or failed to
meet their expectations, they can attribute the
product’s successful or unsatisfactory performance
to the product itself, to themselves, to other
people or situations, or to some combination of
these factors

• Analyzing Self-Attributions
After people have made attributions
about a product’s performance or a person’s
words or actions, they often attempt to figure out
whether the inferences they have made were
correct
 Distinctiveness
 Consistency
 Consensus

Chap 6 Part 2

Uploaded by

Copyright:

Available Formats

Chap 6 Part 2

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chap 6 Part 2

Uploaded by

Copyright:

Available Formats

Learning Objective 6.

6.4 To understand how to alter consumers’ attitudes by

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 1 of 27

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 27

 The ego-defensive function maintains that people

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 27

 The value-expressive function maintains that

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 4 of 27

 . The knowledge function holds that people form

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 5 of 27

6.5 To understand the role of cognitive elaboration in

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 27

The premise of this model is that consumers

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 7 of 27

Central Route Peripheral Route

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 8 of 27

6.6 To understand how attitudes can precede behavior

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 27

6.7 To understand the ways people assign causality to

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 11 of 27

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 12 of 27

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 14 of 27

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 15 of 27

You might also like