Samenvatting
Samenvatting Attitudes and Advertising
- Instelling
- Tilburg University (UVT)
Samenvatting Attitudes and Advertising, stof uit de hoorcolleges, boek en artikelen.
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Lecture 1 Attitudes and persuasions: A brief historyAdvertising = any form of paid communication by an identified sponsor aimed to inform and/or
persuade target audiences about an organization, product, service or idea.
The start of advertising began during the industrial revolution → products became mass
produced and companies needed to convince consumers that their product was the best
(branding).
- Core of advertising = ways of communicating with customers.
In the 1800’s to early 1900’s print ads mostly made argument-based appeals → a way of
influencing people's opinions about products.
Propaganda = information, ideas, opinions or images that are broadcasted, published or in
some other way spread with the intention of influencing people's opinions.
Companies can persuade but governments should only inform, not influence.
The mirror argument = research finds that gender bias in advertising follows general societal
values → advertising is a mirror of society and shapes our opinions. The effects of social media
advertising can be very profound.
Attitude = inclination to behave towards things (person/object) that you encounter in a certain
way. This is typically expressed along dimensions (good/bad, positive/negative etc.).
→ Self-reports are mainly used to measure attitudes.
Assessing advertising
- Naïve approach = advertising must work because it is there and takes up a lot of the
budget.
- Economic approach = advertising is effective if advertising expenses correlate with
higher changes in sales volume.
- Media approach = advertising is effective if it reaches the number of people in the target
population it is intended to reach.
- Creative approach = advertising is effective if it is creative and captures people’s
attention.
- Psychological approach = seeks to articulate the intrapersonal, interpersonal or
group-level psychological processes that are responsible for the relationship between ad
stimuli and consumer responses.
● Relates specific advertising stimuli to specific and individual consumer
responses.
● An ad has an effect because we notice it, we have feelings and thoughts about it
and that changes our attitude and thereby our behavior → our response to the ad
is what changes the behavior.
→ Attitudes influence behavior and behavior influences attitudes.
, Lecture 2 Attitude formation: How consumers form attitudes toward products
An attitude:
- is a hypothetical construct that we can not pinpoint in our brain.
- Is an inclination to behave towards things (person/objects) that you encounter in a
certain way.
1. They are evaluative responses.
2. They are directed toward some attitude object.
3. They are based on 3 classes of information.
● Cognitive → information about the objects characteristics (derived from
appraisal)
○ Beliefs and knowledge.
○ Based on indirect experiences (good review of a movie).
● Affective → emotional reactions evoked by the attitudes object.
○ Feelings, moods and emotions.
○ Based on direct experiences (you liked the prequel of the movie).
● Behavioral → infer attitudes from past behavior.
○ Intentions to act or not (more ambiguous than cognitive or affective)
○ Based on direct experiences (you already went to see the movie 3 times).
○ Self-perception theory = people rarely have direct information about
their attitudes and therefore often have to infer them from their own
behavior.
→ People’s evaluations of a product should be closely related to their memories of the evidence
on which those judgements are presumably based.
→ The categorization of a stimulus object along an evaluative dimension.
Expectancy value models = how different sources of information
are integrated into a single value expectation model.
➢ Attitudes towards an object is the sum of: all beliefs x
evaluations of those beliefs.
➢ What do you believe (booster vaccine leads to more
freedom) and how do you think about that (positive
evaluation).
Attitudinal ambivalence = state in which an individual gives an attitude object equivalent to
strong positive or negative evaluation.
- Like and dislike an attitude or object simultaneously.
➢ Solution: two-dimensional perspective of attitudes = for
many attitudes, positive and negative evaluations are
stored in memory on 2 separate dimensions.
○ One ranging from neutral to positive.
○ Another ranging from neutral to negative.
- Structural ambivalence = the coexistence of positive and
negative evaluations.
, ➢ Ambivalent attitudes are less stable, less predictive of behavior, less resistant to social
influence but show more processing motivation.
Implicit attitudes = evaluations of which the individual is usually not aware and that influences -
uncontrollable reactions.
- Automatic;
- Non-conscious;
- Associative (op associatie berustend);
- Indirect measures.
■ Affective priming method = see a prime and then an adjective and you have to decide
as fast as possible whether the adjective was positive or negative → response time is
measured.
■ Implicit association test = assess the strength of an association between 2 concepts
with positive and negative evaluations (e.g. minority/majority/positive/negative).
➢ Results from automatic activation of learnt processes in associative memory.
Explicit attitudes = evaluations of which the individual is consciously aware (expressed on
self-report).
- Deliberate (opzettelijk);
- Conscious;
- Introspective (uitingen die zich richten op het doelbewust observeren van wat zich in
eigen innerlijk afspeelt);
- Self-report.
■ Semantic differential scales (good-bad/positive-negative).
➢ Based on beliefs and the activation of information about facts and values.
There seems to be a small correlation between implicit and explicit measures → suggestion that
they arise from different processes or systems.
➢ Theory of dual attitudes = persuasive advertising or new experiences often result in
the creation of a new, second attitude without replacing the old one → different
evaluations of the same attitude object.
1. Automatic implicit evaluation.
2. Controlled explicit evaluation.
➢ Attitudes people have depend on the cognitive capacity to retrieve the explicit attitude
while suppressing the old implicit attitude.
○ Not many consumers want to admit that they are often heavily influenced by
advertising.
○ Advertising could be a powerful force creating secondary attitudes.
File-drawer model = attitudes are like mental files that can be consulted for the evaluation of a
given attitude object.
➢ Attitudes are stable (Eagly and Chaiken).
- This idea got challenged as it seemed that attitudes might be less enduring and stable.
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