Psychology of Marketing & Advertising (Subject) / Chapter 4: 2 Attitude structure, functions, accessibility, (Lesson)
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- Models of attitude structure: Expectancy-value models concept 1. Expectancy: Subjective probability that attitude object possesses certain attributes 2. Value: Subjective importance we attach to each attribute = Attitude : Summed total of Expectancy x Value – We multiply value of attribute by expectancy We add value x expectancy for each attribute Most appealing things combine both expectancy and value Individuals may have different important values
- Expectancy-value models first, later model 1. First model, Rosenberg (1960) Attitude = Likelihood object will help us attain goal x how much we value goal Less useful for brand attitudes 2. Later model, Fishbein(1963); Fishbein&Ajzen(1975) Attitude = (total attributes) Belief x Evaluation High correlation between summed BxE and attitudes
- Attitude towards advertisement Beliefs about product attributes are not the only mediator of ad effects on brand attitudes → The attitude towards the ad itself can also affect brand attitudes
- Dual mediation hypothesis attitude towards ad influences brand attitude through 2 pathways indirectly via brand cognitions (beliefs) • Exposure to ad elicits expectation that brand will have positive consequences Directly via evaluative conditioning • Exposure to ad elicits positive affect, which is transferred to brand Attitude towards advertisement -> brand-related beliefs, brand attitude, purchase intention
- Attitude function: Why do we hold attitudes? Every day innumerable decisions: What to approach and what to avoid They help us adapt to our environment Bring order to chaos Reduce complexity
- 4. functions of attitudes 1. Knowledge function – Organize & make sense 2. Instrumental function – Maximize rewards, minimize penalties (approach – avoidance) 3. Value-expressive function – Express values central to self-concept, help group affiliation 4. Ego-defensive function – Protect self-esteem through avoiding harsh truths or threats
- Relevance for advertising Some products are associated with different functions for different people Others are associated with same function for everyone For some products, it’s about image gains
- Functional approach to advertising 1) Individual difference approach Focus on self-monitoring High self-monitors care more about the image they project to others, adjust their self-presentations to different contexts 2) Object based approach Some objects reliably associated with one particular attitude function Persuasiveness appeals have greatest impact if they match function of object
- Punctual approach to advertising 1. Individual difference approach Self-monitoring and ad claims High self-monitors prefer image-oriented ads to quality-oriented ads Also willing to pay more Conceptual replication with packaging as image cue Example: Cheese from France vs. Kansas, Packaging and Fragrance Results: Significant main effect of place for high self-monitors Significant main effect of taste for low self-monitors
- 2. Object based approach Instrumental vs. identity products Participants categorized objects as instrumental or serving social identity function Were then given instrumental or social ad for each product Produced more favorable thoughts with matched ads - Matched messages result in further scrutiny - Matched messages more effective if argument is strong
- Attitude functions • To change attitudes we should know why a person holds an attitude and change message accordingly • Functionally matched arguments increase processing motivation, so arguments also have to be good
- Attitude strength: Stronger attitudes characterized by 4 attributes 1. Higher stability over time 2. Greater impact on behavior 3. Greater influence on information processing 4. Greater resistance to persuasion
- Attitude accessibility How easily or quickly the attitude can be retrieved from memory accessibility of brand: Brand awareness - How easy it is to remember / recognize brand and recall brand-related beliefs Measured by response time
- Attitude accessibility implications More accessible attitudes are 1. more predictive of behavior • Experiment: Highly accessible attitudes (response time) predicted behavior better 2. more resistant to social influence – Attitude strength increased resistance to counterargument Reagan questionnaire – Highly accessible attitudes better predictors of who people voted for four months later • Debates had weaker impact on strong attitudes