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Chapter 7

Chapter 7

Attitudes

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AttitudesAttitudes• A lasting, general evaluation of people (including

oneself), objects, advertisements, or issues.

• Anything toward which one has an attitude is called an Attitude ObjectAttitude Object.

• An attitude is: – Lasting because it tends to endure over time.

–General because it applies to more than a momentary event.

• Attitudes help us make all forms of choices such as:–Very product-specific behaviors, and–More general consumption-related behaviors.

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The Functions of AttitudesThe Functions of Attitudes

UtilitarianReward and Punishment

KnowledgeNeed for Meaning,Order & Structure

Value-ExpressiveConsumer’s Values

or Self-Concept

AttitudeFunctions

Ego-DefensiveProtect Person From Threats

By Identifying the Dominant Function a Product Serves for Consumers - What Benefits it Provides - Marketers Can

Emphasize These Benefits in Communications & Packaging.

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The ABC Model of AttitudesThe ABC Model of Attitudes

AffectWay a Consumer

Feels

AffectWay a Consumer

Feels

BehaviorPerson’s Intentions

to Do

BehaviorPerson’s Intentions

to Do

CognitionConsumer’s

Beliefs

CognitionConsumer’s

Beliefs

Components of anAttitude

Components of anAttitude

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Standard Learning Hierarchy

Beliefs Affect Behavior

ATTITUDE

Based on Cognitive Information Processing

Hierarchies of EffectsHierarchies of Effects

Low-Involvement Hierarchy

Beliefs AffectBehavior

ATTITUDE

Based on Behavioral Learning Processes

Experiential Hierarchy

BeliefsAffect Behavior

ATTITUDE

Based on Hedonic Consumption

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Attitudes Toward the Advertisement

Attitudes Toward the Advertisement

The Attitude Toward the Advertisement Attitude Toward the Advertisement is Defined as a Predisposition to Respond in a Favorable or Unfavorable Manner to a Particular Advertising

Stimulus During a Particular Exposure Occasion.

Determinants Include:

Attitude Toward

Advertiser

Mood Evoked by

the Ad

Degree to Which the Ad Affects

Viewers’ Arousal LevelsEvaluations

of the Ad Execution

Itself

Evaluationsof the

Ad ExecutionItself

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Forming AttitudesForming Attitudes• An AttitudeAttitude can form in several different

ways depending on the Hierarchy of Effects Hierarchy of Effects and how the attitude is learned.

• It can occur because of:–Classical Conditioning, i.e. Attitude Object Attitude Object is

paired with a catchy jingle.

– Instrumental Conditioning, i.e. consumption of the Attitude Object Attitude Object is reinforced.

–Complex Cognitive Process, i.e. teenager models behavior of friends and media figures.

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Forming AttitudesForming AttitudesLevels of Commitment to an Attitude

InternalizationInternalization

IdentificationIdentification

ComplianceCompliance

De

gre

e o

f C

om

mit

me

nt

The Consistency PrincipleConsumers Value Harmony Among Their Thoughts,

Feelings, and Behaviors, and They are Motivatedto Maintain Uniformity Among These Elements.

Consumers Value Harmony Among Their Thoughts, Feelings, and Behaviors, and They are Motivatedto Maintain Uniformity Among These Elements.

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• States that when a person is confronted with inconsistencies among attitudes or behaviors, he or she will take some action to resolve this “dissonance”.

• Theory focuses on situations in which two Cognitive Elements Cognitive Elements are inconsistent with one another.– Cognitive Elements Cognitive Elements can be something that a person

believes about himself, a behavior he performs, or an observation about his surroundings.

• Dissonance reduction can occur either by eliminating, adding, or changing elements.

Cognitive Dissonance and Harmony Among Values

Cognitive Dissonance and Harmony Among Values

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Social Judgment Theory Social Judgment Theory Latitudes of Acceptance and RejectionLatitudes of Acceptance and Rejection

Latitudes of RejectionLatitudes of Rejection

Attitude AnchorAttitude Anchor

AssimilationAssimilation

ContrastContrast

Latitude of Acceptance

Latitude of Acceptance

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Balance TheoryBalance TheoryConsiders Relations Among Elements a Person

Might Perceive as Belonging Together and Desires the Relations Among the Elements in a Triad to be

Harmonious, or Balanced.

Considers Relations Among Elements a Person Might Perceive as Belonging Together and Desires the Relations Among the Elements in a Triad to be

Harmonious, or Balanced.

A Person and His/ Her Perceptions (+ or - )

An Attitude Object

Some Other Person or

Object

Marketers May Use Celebrities to Endorse Products to Achieve Balance.

Triad

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Multiattribute Attitude Models Multiattribute Attitude Models

AttributesAttributes BeliefsBeliefs

ImportanceWeights

ImportanceWeights

Models Assume That a Consumer’s Attitude (Evaluation) of an Attitude Object Will Depend on the Beliefs He or She Has About Several or Many Attributes of the Object.

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The Fishbein ModelThe Fishbein ModelThe Fishbein Model Fishbein Model is the Most Influential

Multiattribute Model and It Measures Three Components of Attitudes:

Salient Beliefs About

the Object ThatAre Considered

During Evaluation

Salient Beliefs About

the Object ThatAre Considered

During Evaluation

Object-Attitude Linkages, or The Probability That a

Particular Object Hasan Important

Attribute

Object-Attitude Linkages, or The Probability That a

Particular Object Hasan Important

Attribute

Evaluation of Each of the

Important Attributes

Evaluation of Each of the

Important Attributes

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Fishbein ModelFishbein Model

• Formed by integrating (summing) the separate evaluations of the salient beliefs (ei), weighted by the strength of each beliefs (bi), to create an overall evaluation or attitude (Ao).

• Ao = biei

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How Beliefs Are AcquiredHow Beliefs Are Acquired• Direct experience with product.• Information processing–information from outside sources

(friends)• Vicarious experience• Inferences

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Strategic Implications of the Multiattribute Model

Strategic Implications of the Multiattribute Model

Capitalize onRelative Advantage

Capitalize onRelative Advantage

Strengthen PerceivedProduct / Attribute

Linkages

Strengthen PerceivedProduct / Attribute

Linkages

Influence Competitors’Ratings

Influence Competitors’Ratings Add a New AttributeAdd a New Attribute

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Attitude-Behavior RelationshipAttitude-Behavior Relationship• Weak empirical relationship between

attitude and behavior• Why?

–Overall evaluation of product (Ao) not tied to situational factors while behaviors, in contrast, always occur in a situational context or are highly influenced by the environment.

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Using Attitudes to PredictBehavior

Using Attitudes to PredictBehavior

IntentionsVersus

Behavior

IntentionsVersus

BehaviorSocial

PressureSocial

PressureAttitudeToward Buying

AttitudeToward Buying

The Extended Fishbein Model is Called the “Theory of Reasoned Action” and Includes

the Following Modifications:

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The Theory of Reasoned ActionThe Theory of Reasoned Action• Reflects the assumption that

consumers consciously consider the consequences of alternative actions and choose the behavior which leads to the most desirable consequences.

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Obstacles to Predicting Behavior in the Theory of Reasoned Action

Obstacles to Predicting Behavior in the Theory of Reasoned Action

Obstacles to Predicting BehaviorObstacles to Predicting Behavior

DesignDesign

Locus of ControlLocus of Control

Basic AssumptionsBasic Assumptions

CorrespondenceCorrespondence

Time-FrameTime-Frame

Attitude AccessibilityAttitude Accessibility

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Theory of TryingTheory of Trying

Amount of Control Over SituationAmount of Control Over Situation

Expectations of Success or FailureExpectations of Success or Failure

Social NormsSocial Norms

Attitudes Toward the Process of TryingAttitudes Toward the Process of Trying

Frequency of Past Trying of BehaviorFrequency of Past Trying of Behavior

Recentness of Past Trying of BehaviorRecentness of Past Trying of Behavior

States That the Criterion of Behavior in the Reasoned Action Model Should be Replaced With Trying to Reach a

Goal.

Recognizes That Additional Factors Might Intervene Between Intent and Performance Such As:

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Tracking Attitudes Over TimeTracking Attitudes Over TimeAttitude Tracking Programs Allow Researchers to

Analyze Attitude Trends Over an Extended Period of Time. Some Dimensions To Include in Attitude

Tracking Programs Include:

Changes in Different Age GroupsLifecycle, Cohort and Historical Effects

Changes in Different Age GroupsLifecycle, Cohort and Historical Effects

Scenarios About the FutureFuture Plans and Confidence in the Economy

Scenarios About the FutureFuture Plans and Confidence in the Economy

Identification of Change Agents

Identification of Change Agents