33 comments for “Attitudes and Persuasive Communication”
Bryanna Galvan
March 18, 2019 at 9:42 pm
In chapter 8, it states that attitudes are formed in several different ways. How attitudes are formed depends on what the level of involvement is. For example, the lowest level is known as Compliance. This is when a person forms attitudes in order to gain rewards or avoid punishment.
Marketers work to change attitudes by using specific marketing techniques. One example of this is scarcity, which is when marketers make their product more desirable because there is a limited amount. I found this interesting because this is a technique used everyone from supermarkets, to clothing stores.
In chapter 8 we read about attitudes and persuasive communications. An attitude is lasting because it tends to endure over time. We have attitudes toward people, social concepts, or one with your mom when she tells you no. This is a attitude object. We also learn about the different functions of attitudes. The first being Utilitarian function which relates to the basic principles of reward and punishment. Value-expressive function which relates to the consumer self-concept or central values. Ego-defensive which are attitudes we use to protect ourselves from external threats or internal feelings. Last but not least knowledge function which applies when a person is in ambiguous situation or confronts new product.
As you all know, there are different definitions for attitude. Chapter 8 defines attitude as a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Consumers develop attitudes about products based off of how they make us feel and how we benefit from them. There are four functional theories about attitudes (utilitarian, value-expressive, ego-defensive, and knowledge). One of those functionalities are the utilitarian function, which relates to the basic principles of reward and punishment. A consumer will develop these feelings simply because they either provide pleasure or pain. The next function is value-expressive and it basically relates to how a person views themselves. Another function is ego-defensive and this is when a person feels threatened by external factors or internal feelings so they either buy a product to deflect the image that others cast on them or because of the insecurities within. The last function is knowledge and this is applied when there is a need of structure, order, or meaning. This attitude function may be applied when also encountering a new object. All of these attitude functions are used daily and marketers know this so they try to manipulate us by advertising to appeal to our attitudes to entice us to purchase things.
As we go through all of these chapters, you really realize how many things go into marketing and how many ways a marketer can help influence the consumers behavior. The way that they can communicate to people can happen many ways including billboards and different commercials. This can help any type of business increase their revenue.
Chapter 8 focuses on attitude. What I found interesting about this chapter was the Hierarchies of Effects which studies the inpacts of three components – affect, behavior, and cognition. Affect is how one feels, behavior refers to the actions one takes towards it, and cognition is what ine believes to be true about it. Now there are 3 types of of hierarchies of these effects. There is high involvement which states that a person approaches a product decision off of cognition first then affect and finally behavior. There is also low involvement which states a person that a person approaches a product decision off of cognition first but instead then behaves and finally then has the affect. Finally, there is experimental which states a person approaches a product decidion based off of affect then behavior and finally cognition. This makes you really think about how you yourself base your buying behaviors and you respond.
Chapter 8 in the book focuses on consumers attitudes how it affects their product buying decisions. marketers can subliminally place things in their ads to influence peoples attitudes towards certain products leading to higher sales. (hopefully). another important factor in consumers attitudes is their ego.
Attitudes definitely effect how people shop and what they buy however again I just dont see the link between how marketers play on attitude and how that effects marketing? It almost seems like its a backwards thought process because wouldn’t it be obvious that marketers are trying to portray their products in a positive fashion that effects consumers attitudes in a positive manner driving them towards the product?
Attitudes
* Define the concept of an attitude and explain why it is of such interest to social psychologists.
* Review the variables that determine attitude strength.
* Outline the factors that affect the strength of the attitude-behavior relationship.
Changing Attitudes through Persuasion
* Outline how persuasion is determined by the choice of effective communicators and effective messages.
* Review the conditions under which attitudes are best changed using spontaneous versus thoughtful strategies.
* Summarize the variables that make us more or less resistant to persuasive appeals.
Chapter 8 focuses on the attitudes of consumers and how marketers try to exploit these attitudes to their benefit in sales. For instance, a brand may promote a discount to veterans or law enforcement which makes people who have loved ones in those fields feel positively about the brand and its morals.
Based on Chapter 8 , it discusses the basis of attitudes and how they affect certain things and these attitudes are very prevalent to the behavior of a consumer. Based on the chapter, our attitudes are lasting, general evaluations of people , objects , advertisments and other issues. When purchasing certain things we do have a certain attitude to the object we are thinking about purchasing certain items we do start to think or evaluate the item before actually committing to the purchasing of the items. These attitudes play a huge part in the purchasing process and in the end as the consumer actually using the product and determining if the product will be beneficial to the consumer in the future.
Chapter 8 talks about a consumers attitude and how that affects whether they will buy a product or not. The two most basic attitudes are positive and negative attitudes. Most consumers will gravitate towards a company that portrays a more positive attitude and product than a company who has a more negative product.
In Chapter 8 it was interesting to read about the different functional theories of attitudes and how these attitudes facilitate consumers social behaviors. The text said that attitudes exist because they serve as a function for people, which struct me as interesting because I have thought of attitudes this way, I always thought attitudes were results of the functions and situations people experience. As for marketers, the text explained that it is important to understand why the attitude is held before trying to fix it. This makes the most sense because marketers should know the feelings of the products and understand why people feel the way they do toward them so that they can improve the message they are trying to market.
Once attitudes are understood, persuasion is involved in an attempt to change the attitudes and there are many principles that are accounted for in this process. Reciprocity is a big one, because if a consumer is receiving an incentive they will be more likely to be persuaded. With scarcity, people are more persuaded when they are aware that the supply is low. People are also persuaded when the information comes from an authoritative source, as well as when information is consistent. Another technique that may persuade people is when they are being persuaded by someone they like or find attractive. Lastly, consumers tend to be more likely to consumer when they know that others they associate with are customers as well.
Attitude. Individual consumers have a personal opinion on every product you can think of. So as a marketer, it is important to have in mind how you are perceived by an individual consumer of many different socio-cultural situations, incomes, ages, gender, and all the other aspects could affect an individual’s attitudes towards your product. From here you can try and market your product in a certain way that does not inflict negative attitudes towards your target markets. You would do this with advertisements that have particular tones, and narratives.
Chapter 8 focuses mainly on people’s attitudes and leaning the consumers attitude to persuade them. Attitudes affects the sells of a product, because based on someone’s attitude towards a product is how much the product will sell. Our attitudes are lasting, general evaluations of people , objects , advertisments and other issues.
Chapter 8 talks about Attitudes and Persuasive Communications. Attitude is defined as the evaluation of an object or a product in a positive or negative manner. Three of the components that make up an attitude are:
-affect: how the consumer feels
-behavior: the actions taken by the consumer
-cognition: what the consumer believes to be true
These three components is what determine the consumer’s attitudes toward the product or services that the marketer is trying to sell. However, in many cases attitude doesn’t always predict behavior.
Now, when talking about persuasion, an active attempt to change attitudes, this is part for many marketing communications. Marketers reply on the communications model, this include:
a source: where the communications originates from.
the message itself
medium: where the message is transmitted from such as radio, magazines, T.V. etc
receivers: they interpret the message based off their own experiences
feedback: this is based on the receiver’s reactions.
The way marketers structures the message he wants to give to the consumer is what will determine how persuasive it will be.
Chapter 8 discusses attitudes and persuasive communications. The book describes attitude as the general evaluation of people, objects, advertisements, or issues. There are many ways to form an attitude. One i found interesting was under the section “All attitudes are not created equal”; compliance, identification, and internalization. Compliance is when we form an attitude that helps gain rewards and avoids punishment. Identification is when we form an attitude that conforms to another person’s or groups expectations. Internalization are known as deep-seated attitudes, these are hard to change because they hold an importance.
The textbook describes persuasion as a way/attempt to change attitudes. There are six psychological principles that can influence a person to change their mind. I found the following interesting and got a better understanding of different ways on how to persuade an attitude from the marketing perspective.
Reciprocity- a person is more likely to give in or change their mind if they receive something first.
Scarcity- people tend to value “limited edition” items
Authority- We tend to believe someone with higher authorities information than someone with no authority.
Consistency- people try not to contradict themselves in what they say or do. They are consistent with their decision.
Liking- we agree with people we like
Consensus- we consider others opinions before we make a decision.
Chapter 8 in the book focuses on consumers attitudes lean that ”ABC Models of Attitude
a multidimensional perspective stating that attitudes are jointly defined by effect, behavior, and cognition. like for example, I don’t like my boss. Ex ‘I think snakes are gross and dangerous and also I like everybody got a different attitude… “All attitudes are not created equal, I get to understand Behavior
Involves the person’s intentions to do something with regard to an attitude object
This chapter focuses on “ABC Models of Attitude, a multidimensional perspective stating that attitudes are jointly defined by effect, behavior, and cognition”. peoples moods are effected by numerous amounts of things leading all the way down to hormones, food and just things that happen in daily life.
Chapter 8 talked about the ABC models of attitude. This model states that Every attitude has three components that are represented in what is called the ABC model of attitudes: A for affective, B for behavioral, and C for cognitive.
Chapter 8 focuses on attitudes. Consumers attitudes are shaped by how products make us feel and how they might benefit us. With that being said, marketers try to appeal to our attitudes and try to shift them in order to increase revenue. Marketers sometimes use target advertising to get people who share the same attitude for a product to get them to buy it.
Chapter 8 focuses on attitudes. Consumers attitudes are shaped by how products make us feel. With that being said, marketers try to appeal to our attitudes and try to shift them in order to increase revenue. Marketers sometimes use target advertising to get people who share the same attitude for a product to get them to buy it.
If consumers have common attitudes towards a product or advertisement that is positive, Then it is easy for them to want to share it and influence other consumers that they have a relationship with. If consumers can connect with an ad it is most likely because the ad has connected with the consumer on a personal level. No matter what your product might be, if you can connect it to peoples lives and make it something worth talking about to other like-minded people, then you are doing a good job as a Marketer.
Chapter 8 focuses on attitude, what I found interesting was the hierarchy of effects which explains the sequence of thinking, doing, and feeling. Also known as affect, behavior, and cognition. There are 3 types of hierarchy of effects – high involvement, low involvement, and experimental.
Chapter 8 focuses on attitudes and how marketers try to find out if consumers have common attitudes towards a product. Consumers attitudes are formed by how products makes us feel which is why marketers try to promote their ads a certain way , towards specific products to increase in higher revenue.
I totally agree, that marketers try to find out the consumers towards certain products. and how they promote them which I feel as if they promote them emotionally in order to get that one on one experience with the consumer. I feel like this is the most effect way to connect with a customer because of the emotional level it hits the heart of the consumers leaving them with something to think about, and eventually purchasing in the near future.
In chapter 8, it focuses on how attitudes have a huge affect on consumers and their behaviors. This also includes the way that the customer’s attitude affects the consumers attitudes or feelings towards certain products. For example, this means of how the product is beneficial to the consumer and how it makes the consumer feel. & this is beneficial to the marketers because they strategically design advertisements for the product in order to get a sell.
Attitudes somewhat determine what we purchase. When a person develops a positive opinion on a product they will continue to buy it. We form our attitudes in various ways, if you grew up drinking Coke chances are you will not change to Pepsi. This is unless, Pepsi persuades us into becoming a fan of their product. If Coke got in trouble with something in the news Pepsi may use this as an opportunity to advertise their brand in a brighter light to sway coke fans to the other side.
In chapter 8, it states that attitudes are formed in several different ways. How attitudes are formed depends on what the level of involvement is. For example, the lowest level is known as Compliance. This is when a person forms attitudes in order to gain rewards or avoid punishment.
I agrre with you comment.I spoke on the same thing basically. I didn’t even know it was that many attitudes.
Marketers work to change attitudes by using specific marketing techniques. One example of this is scarcity, which is when marketers make their product more desirable because there is a limited amount. I found this interesting because this is a technique used everyone from supermarkets, to clothing stores.
In chapter 8 we read about attitudes and persuasive communications. An attitude is lasting because it tends to endure over time. We have attitudes toward people, social concepts, or one with your mom when she tells you no. This is a attitude object. We also learn about the different functions of attitudes. The first being Utilitarian function which relates to the basic principles of reward and punishment. Value-expressive function which relates to the consumer self-concept or central values. Ego-defensive which are attitudes we use to protect ourselves from external threats or internal feelings. Last but not least knowledge function which applies when a person is in ambiguous situation or confronts new product.
As you all know, there are different definitions for attitude. Chapter 8 defines attitude as a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Consumers develop attitudes about products based off of how they make us feel and how we benefit from them. There are four functional theories about attitudes (utilitarian, value-expressive, ego-defensive, and knowledge). One of those functionalities are the utilitarian function, which relates to the basic principles of reward and punishment. A consumer will develop these feelings simply because they either provide pleasure or pain. The next function is value-expressive and it basically relates to how a person views themselves. Another function is ego-defensive and this is when a person feels threatened by external factors or internal feelings so they either buy a product to deflect the image that others cast on them or because of the insecurities within. The last function is knowledge and this is applied when there is a need of structure, order, or meaning. This attitude function may be applied when also encountering a new object. All of these attitude functions are used daily and marketers know this so they try to manipulate us by advertising to appeal to our attitudes to entice us to purchase things.
As we go through all of these chapters, you really realize how many things go into marketing and how many ways a marketer can help influence the consumers behavior. The way that they can communicate to people can happen many ways including billboards and different commercials. This can help any type of business increase their revenue.
Chapter 8 focuses on attitude. What I found interesting about this chapter was the Hierarchies of Effects which studies the inpacts of three components – affect, behavior, and cognition. Affect is how one feels, behavior refers to the actions one takes towards it, and cognition is what ine believes to be true about it. Now there are 3 types of of hierarchies of these effects. There is high involvement which states that a person approaches a product decision off of cognition first then affect and finally behavior. There is also low involvement which states a person that a person approaches a product decision off of cognition first but instead then behaves and finally then has the affect. Finally, there is experimental which states a person approaches a product decidion based off of affect then behavior and finally cognition. This makes you really think about how you yourself base your buying behaviors and you respond.
Chapter 8 in the book focuses on consumers attitudes how it affects their product buying decisions. marketers can subliminally place things in their ads to influence peoples attitudes towards certain products leading to higher sales. (hopefully). another important factor in consumers attitudes is their ego.
Attitudes definitely effect how people shop and what they buy however again I just dont see the link between how marketers play on attitude and how that effects marketing? It almost seems like its a backwards thought process because wouldn’t it be obvious that marketers are trying to portray their products in a positive fashion that effects consumers attitudes in a positive manner driving them towards the product?
Grant, I totally agree with your comment. I do think attitudes effect how people shop, because attitude is also based off mood.
Attitudes
* Define the concept of an attitude and explain why it is of such interest to social psychologists.
* Review the variables that determine attitude strength.
* Outline the factors that affect the strength of the attitude-behavior relationship.
Changing Attitudes through Persuasion
* Outline how persuasion is determined by the choice of effective communicators and effective messages.
* Review the conditions under which attitudes are best changed using spontaneous versus thoughtful strategies.
* Summarize the variables that make us more or less resistant to persuasive appeals.
Chapter 8 focuses on the attitudes of consumers and how marketers try to exploit these attitudes to their benefit in sales. For instance, a brand may promote a discount to veterans or law enforcement which makes people who have loved ones in those fields feel positively about the brand and its morals.
Based on Chapter 8 , it discusses the basis of attitudes and how they affect certain things and these attitudes are very prevalent to the behavior of a consumer. Based on the chapter, our attitudes are lasting, general evaluations of people , objects , advertisments and other issues. When purchasing certain things we do have a certain attitude to the object we are thinking about purchasing certain items we do start to think or evaluate the item before actually committing to the purchasing of the items. These attitudes play a huge part in the purchasing process and in the end as the consumer actually using the product and determining if the product will be beneficial to the consumer in the future.
Chapter 8 talks about a consumers attitude and how that affects whether they will buy a product or not. The two most basic attitudes are positive and negative attitudes. Most consumers will gravitate towards a company that portrays a more positive attitude and product than a company who has a more negative product.
In Chapter 8 it was interesting to read about the different functional theories of attitudes and how these attitudes facilitate consumers social behaviors. The text said that attitudes exist because they serve as a function for people, which struct me as interesting because I have thought of attitudes this way, I always thought attitudes were results of the functions and situations people experience. As for marketers, the text explained that it is important to understand why the attitude is held before trying to fix it. This makes the most sense because marketers should know the feelings of the products and understand why people feel the way they do toward them so that they can improve the message they are trying to market.
Once attitudes are understood, persuasion is involved in an attempt to change the attitudes and there are many principles that are accounted for in this process. Reciprocity is a big one, because if a consumer is receiving an incentive they will be more likely to be persuaded. With scarcity, people are more persuaded when they are aware that the supply is low. People are also persuaded when the information comes from an authoritative source, as well as when information is consistent. Another technique that may persuade people is when they are being persuaded by someone they like or find attractive. Lastly, consumers tend to be more likely to consumer when they know that others they associate with are customers as well.
Attitude. Individual consumers have a personal opinion on every product you can think of. So as a marketer, it is important to have in mind how you are perceived by an individual consumer of many different socio-cultural situations, incomes, ages, gender, and all the other aspects could affect an individual’s attitudes towards your product. From here you can try and market your product in a certain way that does not inflict negative attitudes towards your target markets. You would do this with advertisements that have particular tones, and narratives.
Chapter 8 focuses mainly on people’s attitudes and leaning the consumers attitude to persuade them. Attitudes affects the sells of a product, because based on someone’s attitude towards a product is how much the product will sell. Our attitudes are lasting, general evaluations of people , objects , advertisments and other issues.
Chapter 8 talks about Attitudes and Persuasive Communications. Attitude is defined as the evaluation of an object or a product in a positive or negative manner. Three of the components that make up an attitude are:
-affect: how the consumer feels
-behavior: the actions taken by the consumer
-cognition: what the consumer believes to be true
These three components is what determine the consumer’s attitudes toward the product or services that the marketer is trying to sell. However, in many cases attitude doesn’t always predict behavior.
Now, when talking about persuasion, an active attempt to change attitudes, this is part for many marketing communications. Marketers reply on the communications model, this include:
a source: where the communications originates from.
the message itself
medium: where the message is transmitted from such as radio, magazines, T.V. etc
receivers: they interpret the message based off their own experiences
feedback: this is based on the receiver’s reactions.
The way marketers structures the message he wants to give to the consumer is what will determine how persuasive it will be.
Chapter 8 discusses attitudes and persuasive communications. The book describes attitude as the general evaluation of people, objects, advertisements, or issues. There are many ways to form an attitude. One i found interesting was under the section “All attitudes are not created equal”; compliance, identification, and internalization. Compliance is when we form an attitude that helps gain rewards and avoids punishment. Identification is when we form an attitude that conforms to another person’s or groups expectations. Internalization are known as deep-seated attitudes, these are hard to change because they hold an importance.
The textbook describes persuasion as a way/attempt to change attitudes. There are six psychological principles that can influence a person to change their mind. I found the following interesting and got a better understanding of different ways on how to persuade an attitude from the marketing perspective.
Reciprocity- a person is more likely to give in or change their mind if they receive something first.
Scarcity- people tend to value “limited edition” items
Authority- We tend to believe someone with higher authorities information than someone with no authority.
Consistency- people try not to contradict themselves in what they say or do. They are consistent with their decision.
Liking- we agree with people we like
Consensus- we consider others opinions before we make a decision.
Chapter 8 in the book focuses on consumers attitudes lean that ”ABC Models of Attitude
a multidimensional perspective stating that attitudes are jointly defined by effect, behavior, and cognition. like for example, I don’t like my boss. Ex ‘I think snakes are gross and dangerous and also I like everybody got a different attitude… “All attitudes are not created equal, I get to understand Behavior
Involves the person’s intentions to do something with regard to an attitude object
This chapter focuses on “ABC Models of Attitude, a multidimensional perspective stating that attitudes are jointly defined by effect, behavior, and cognition”. peoples moods are effected by numerous amounts of things leading all the way down to hormones, food and just things that happen in daily life.
Chapter 8 talked about the ABC models of attitude. This model states that Every attitude has three components that are represented in what is called the ABC model of attitudes: A for affective, B for behavioral, and C for cognitive.
Chapter 8 focuses on attitudes. Consumers attitudes are shaped by how products make us feel and how they might benefit us. With that being said, marketers try to appeal to our attitudes and try to shift them in order to increase revenue. Marketers sometimes use target advertising to get people who share the same attitude for a product to get them to buy it.
Chapter 8 focuses on attitudes. Consumers attitudes are shaped by how products make us feel. With that being said, marketers try to appeal to our attitudes and try to shift them in order to increase revenue. Marketers sometimes use target advertising to get people who share the same attitude for a product to get them to buy it.
If consumers have common attitudes towards a product or advertisement that is positive, Then it is easy for them to want to share it and influence other consumers that they have a relationship with. If consumers can connect with an ad it is most likely because the ad has connected with the consumer on a personal level. No matter what your product might be, if you can connect it to peoples lives and make it something worth talking about to other like-minded people, then you are doing a good job as a Marketer.
Chapter 8 focuses on attitude, what I found interesting was the hierarchy of effects which explains the sequence of thinking, doing, and feeling. Also known as affect, behavior, and cognition. There are 3 types of hierarchy of effects – high involvement, low involvement, and experimental.
Chapter 8 focuses on attitudes and how marketers try to find out if consumers have common attitudes towards a product. Consumers attitudes are formed by how products makes us feel which is why marketers try to promote their ads a certain way , towards specific products to increase in higher revenue.
I totally agree, that marketers try to find out the consumers towards certain products. and how they promote them which I feel as if they promote them emotionally in order to get that one on one experience with the consumer. I feel like this is the most effect way to connect with a customer because of the emotional level it hits the heart of the consumers leaving them with something to think about, and eventually purchasing in the near future.
In chapter 8, it focuses on how attitudes have a huge affect on consumers and their behaviors. This also includes the way that the customer’s attitude affects the consumers attitudes or feelings towards certain products. For example, this means of how the product is beneficial to the consumer and how it makes the consumer feel. & this is beneficial to the marketers because they strategically design advertisements for the product in order to get a sell.
Attitudes somewhat determine what we purchase. When a person develops a positive opinion on a product they will continue to buy it. We form our attitudes in various ways, if you grew up drinking Coke chances are you will not change to Pepsi. This is unless, Pepsi persuades us into becoming a fan of their product. If Coke got in trouble with something in the news Pepsi may use this as an opportunity to advertise their brand in a brighter light to sway coke fans to the other side.