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Attitudes Based on Effort

Q: When there is high elaboration and thus high effort processing (central-route), there are some specific ways that marketing communications can affect consumers' cognitively based attitudes. Which are these for communication source?

Source credibility: trustworthiness , expertise, status. If a source endorses multiple products, its less likely to be perceived as credible. Anthromorphism increases credibility Expertise Consumers are more likely to accept a message from an expert. Credible sources are more likely to have an impact on acceptance of message when: Prior attitudes are negative Message deviates greatly from prior beliefs Message is complex Good 'match' between product & endorser Credible sources have less impact when: Consumers hold existing attitude with confidence Consumer has high degree of ability to generate own conclusions from a message (they are eg expert consumers)

6 important questions on Attitudes Based on Effort

An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person or action. They are important because:

1. Cognitive function --> they guide our thoughts
2. Affective function --> they influence our feelings
3. Conative function --> they affect our behavior

Attitudes can be formed in 4 basic ways, depending on whether elaboration is high or low, and whether processing is cognitive or affective. What is the term used to describe consumers that have high MAO and process information?

Central-route processing: the attitude formation or change, when effort (elaboration) is high.

Opposite: peripheral-route processing

A result of this type of processing are strong, accessible and confidently held attitudes that are persistent and resistant to change.

The Cognitive Response model states that consumers can also form attitudes based on cognitive responses. These are thoughts a person has as soon as they are exposed to a communication. What are the three responses a consumer can have according to this theory?

1. Counterarguments --> disagreement with message (negative attitude forms)
2. Supportarguments --> agreement with message (positive attitude forms)
3. Source derogations --> discounting or attacking of message source (negative attitude forms)

Expectancy-Value models are analytical processes that explain how consumers form and change attitudes based on (1) the beliefs or knowledge they have and (2) their evaluation of these beliefs. TORA is such model that proposes how beliefs influence attitudes and norms, which can predict behavior. What does the TORA model say?

The Theory of reasoned action states that behavior is a function of a person's behavioral intention.

Behavioral intention = determined by 2 things:

Attitude towards the act (A-act)

Influenced by

Belief about consequences of act
Evaluation of these consequences

Subjective norms (SN)

Influenced by

Normative beliefs (what does another person think about this act?)
Motivation to comply with this person

When there is high elaboration and thus high effort processing (central-route), there are some specific ways that marketing communications can affect consumers' cognitively based attitudes. Which are these for communication source?

Source credibility: trustworthiness, expertise, status.

If a source endorses multiple products, its less likely to be perceived as credible.
Anthromorphism increases credibility

Expertise

Consumers are more likely to accept a message from an expert.
Credible sources are more likely to have an impact on acceptance of message when:

Prior attitudes are negative
Message deviates greatly from prior beliefs
Message is complex
Good "match" between product & endorser

Credible sources have less impact when:

Consumers hold existing attitude with confidence
Consumer has high degree of ability to generate own conclusions from a message (they are eg expert consumers)

Consumers can form attitudes in a high-effort way via cognitive models, but they can also do this via emotional processes. These are called 'affective attitudes'. What are the foundations of these attitudes?

1. Engagement: high engagement refers to the extent of emotional connection. This can influence attitudes, because consumers feelings act as a source of information.
2. Regulatory fit: the extent to which a message fits with the nature of a consumer's goal (promotion- or prevention focused).
3. Affective responses: when consumers generate feelings and images in response to a message.

More effective than cognitive responses in generating attitudes
Generated when consumers are emotionally involved in a message.

The question on the page originate from the summary of the following study material:

Consumer Behavior | 9780357721292 | Wayne D Hoyer, et al

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Attitudes Based on Effort

6 important questions on Attitudes Based on Effort

An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person or action. They are important because:

Attitudes can be formed in 4 basic ways, depending on whether elaboration is high or low, and whether processing is cognitive or affective. What is the term used to describe consumers that have high MAO and process information?

The Cognitive Response model states that consumers can also form attitudes based on cognitive responses. These are thoughts a person has as soon as they are exposed to a communication. What are the three responses a consumer can have according to this theory?

When there is high elaboration and thus high effort processing (central-route), there are some specific ways that marketing communications can affect consumers' cognitively based attitudes. Which are these for communication source?

Consumers can form attitudes in a high-effort way via cognitive models, but they can also do this via emotional processes. These are called 'affective attitudes'. What are the foundations of these attitudes?

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