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Notes book Attitudes and Advertising 'The Psychology of Advertising'
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Chapter 1; Setting the stageAdvertising: any form of paid communication by an identified sponsor aimed at informing and/or
persuading target audiences about an organization, product, service or idea.
- Societal function:
o Facilitating competition among firms
o Funding mass media
o Serving as a key employer to thousands of professionals worldwide
- Individual function:
o Inform consumers
o Persuade consumers
Media are complementary to each other, rather than substitutes.
Psychological approach to advertising impact; identifying effects of advertising at the individual level.
Consumer responses thinking, feeling and doing responses or cognitive responses, affective
responses and conative/behavioral responses.
Conceptualizing of the effects of advertising
- Modelling approach focusses on the aggregate level and aims to plot advertising inputs (e.g.
expenditures) to outputs (e.g. sales).
- Behavioral approach focusses on individual responses to specific advertising stimuli.
o Hierarchy-of-effects; these models assume that consumer responses to advertising
proceed through a fixed set of learning stages involving a cognitive, affective and
behavioral stage.
o FCB grid and Rossiter-Percy-Donovan; the role of consumer involvement.
Chapter 4; How consumers form attitudes towards products
Attitude: evaluative responses and directed towards some attitude object.
Attitude strength determines whether an attitude is relatively stable or highly context dependent.
- Attitude function; attitude importance
- Attitude structure; ambivalence, evaluative-cognitive consistency
Attitude formation
Attitudes derive from cognitive, evaluative/emotional and behavioral information.
Experience-based attitudes (memory) are better predictors of behavior, but only if the situation in
which the attitude is formed is similar to that in which behavior is assessed.
The more exposed the individuals are to a stimulus, the more they like it.
The affect-as-information hypothesis suggests a more cognitive route through which an evaluatively
polarized stimulus context can affect attitudes towards a neutral stimulus. Thus, rather than being
automatically linked to the neutral stimulus through association, pleasant store music or other
pleasant contextual factors might influence the evaluation of a product through the ‘how do I feel
about it’ heuristic.
individuals might misattribute the pleasant mood caused by the context to the product
and, as a result, evaluate the product more positively.
Attitude formation based on behavioral information
- Self-perception theory: people infer their attitudes towards an object from their past
behavior.
, - Instrumental conditioning: their attitude is influenced by the consequences of their past
behavior.
Attitude structure reflects the way in which the different types of information are integrated into an
overall evaluation.
Attitudes help us to adapt to our physical and social environment, by indicating which stimuli one
should approach and which one should avoid.
Chapter 6; How advertising influences buying behavior
We know now that the correct question to ask is not whether but when attitudes influence behavior.
It is the most important that the two types of measures are compatible. Compatibility can be
achieved by aggregating measures of behavior to the level of generality of the attitude measure or by
making the attitude measure so specific as to apply to the specific behavior we want to predict.
The theory of planned behavior A person’s intention to perform a specific behavior is the best
predictor of that behavior. People’s intentions to engage in a specific behavior are a function of their
attitude towards that behavior, their subjective norms (normative beliefs x motivation to comply)
and their perceived behavioral control over performing that behavior.
Attitudes towards behavior predict less than 30% of the variance in behavior. This intention-behavior
gap can be reduced if we motivate people to form implementation intentions; these specify the
situation and time when the intended action should be performed.
Once we have formed implementation intention to do Y in situation X, situation X will trigger
the behavioral response Y.
When implicit and explicit attitudes are discrepant, explicit attitudes predict behavior that is under
the individual’s control. Whereas implicit attitudes are better predictors of behavior when the
individual lacks the resource/motivation to exert control.
Habits are the trick to get away from environmental influences. They work for the same reasons as
implementation intentions, the difference being that the association between the situational cue and
the behavior sequence has been established through repeated performance of that behavior rather
than through mental stimulation.
Chapter 5; How consumers yield to advertising: principles of persuasion and attitude change
The theoretical development in the area of persuasion can be categorized into four stages
1. Stage 1 is represented by theories that assume that persuasion involved the learning of
persuasive arguments contained in a communication.
a. These approaches were eventually disproved by the consistent failure to find recall
messages arguments related to extent of persuasion.
2. Stage 2 is represented by the cognitive response model; which replace passive learner of
arguments with an active respondent who engages in a silent discussion with the
communicator and responds to arguments contained in the communication either with
supportive arguments or with counterclaims.
a. This also contained the motivational assumption that the extent to which recipients
are willing to think about a message and to engage in this silent dialogue will depend
on their involvement with, or the personal relevance of, the issue presented in the
communication.
b. This theory was finally integrated into the dual process theories of persuasion.
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