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Summary All important aspects Attitudes & Advertising
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This summary includes all the important aspects from the lectures and the book concerning the subject Attitudes & Advertising.
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Important aspects A&ACognitive: beliefs, knowledge, experience and expectations heuristics.
Affective: moods, feelings, emotions and experience.
Behavioral: intention of behavior and actual behavior.
An strong attitude
- High stability
- Great resistance to persuasion
- Great impact on behavior
- Great influence on information processing
Affective reactions don’t always require cognitive info: mere exposure effect (familiarity).
Works by association of the US and the CS, may be misattribution.
HADDOCK
Like or dislike Tony Blair, 2 or 5 reasons. 2 reasons: more positive. 5 reasons: no difference.
Attitudes as predisposition/evaluative response?
- Implicit attitudes challenge the view that positive beliefs about a product result in
positive ABC responses.
- Discrepancy implicit/explicit attitudes not unitary dual process.
Affective Priming Method
- Assesses implicit attitudes
- Prime of attitude object, followed by pos./neg. adjective
- If object and adjective have same valence shorter rt.
Theory of Dual Attitudes
Explanation for discrepancy between implicit/explicit attitudes: persuasive messages or novel
experiences might often result in creation of new, second attitude, without replacing the old.
One attitude is automatic/implicit, the other is controlled/explicit.
Implicit preferences effective in predicting automatic (system 1) behavior.
Explicit preferences effective in predicting deliberate, controlled (system 2) behavior.
Highly accessible attitudes are more predictive of behavior than low accessible.
Inconsistent information requires deep processing bigger impact on attitudes than
consistent information (only when asked to memorize both pos./neg. arguments).
Greenpeace study
Weak attitudes
- Do not really influence behavior
- Behavior does influence the attitude afterwards
Strong attitudes
- Influence behavior
- Behavior does not influence the attitude afterwards
Hedonic Fluency Model
, Increased ease processing = more pleasant, more positive evaluation stimulus.
Affect-as-Information Hypothesis
Individuals use the affect evoked by stimulus as info about this object.
Self-Perception (behavioral)
Deriving attitudes form past behavior.
Limitation direct measurements: responding to direct question.
- Interpret the question
- Retrieve relevant info
- Compute judgment
- Map judgment to scale
- Edit judgment
NISBETT & SCHACHTER
- Vague questions over what’s study about to exact hypothesis
- 2x2 design (fear: high/low) and (side-effects: shocks/irrelevant symptoms)
- DV: pain tolerance
Results
Pain tolerance was much higher for the high fear condition concerning irrelevant symptoms.
“Works for others but not for me.”
GOETHALS & RECKMAN
- Do people notice change in attitude?
- Statements group discussion with student post-measure
Results
Denial of subjects that they’ve changed basic position. Even after explanation.
Demand Characteristics
An experimental artifact where participants form interpretation purpose experiment and
subconsciously change behavior to fit that.
Indirect ≠ implicit: the measure indirectly measures an (implicit/explicit) attitude.
Examples indirect measures
- Implicit measures
- Observation
- Psychological tools (associative, good reliability)
o IAT
o AMP (Affect Misattribution Procedure)
Convergent validity: correlates with related constructs
Discriminant validity: does not correlate with unrelated constructs
Predictive validity: predicts behavior
FAZIO, POWELL & WILLIAMS
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