cb attitude

8/2/2019 Cb Attitude

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The Power of Attitudes

• Attitude:

– A lasting, general evaluation of people (including

oneself), objects, advertisements, or issues

– Anything toward which one has an attitude is called

an object ( Ao).

– Attitudes are lasting because they tend to endureover time.



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The Functions of Attitudes

• Functional Theory of Attitudes: – Attitudes exist because they serve some function for

the person (i.e., they are determined by a person’s

motives)• Katz’s Attitude Functions

– Utilitarian function

– Value-expressive function

– Ego-defensive function

– Knowledge function



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Addressing Smoking Attitudes

• This Norwegian ad addresses young people’s smokingattitudes by arousing strong negative feelings. The ad reads(left panel) “Smokers are more sociable than others.” (Right

panel): “While it lasts.”



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The ABC Model of Attitudes

• Affect: – The way a consumer feels about an attitude object

• Behavior: – Involves the person’s intentions to do something

with regard to an attitude object

• Cognition:

– The beliefs a consumer has about an attitude object• Hierarchy of Effects:

– A fixed sequence of steps that occur en route to anattitude



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Three Hierarchies of Effects

Figure 7.1



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Attitude Hierarchies

• The Standard Learning Hierarchy: – Consumer approaches a product decision as a problem-

solving process

• The Low-Involvement Hierarchy: – Consumer does not have strong initial preference

– Consumer acts on limited knowledge

– Consumer forms an evaluation only after product trial• The Experiential Hierarchy:

– Consumers act on the basis of their emotional reactions


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Experiential Hierarchy

• Emotional Contagion: – Emotions expressed by the communicator of a

marketing message affect the attitude toward the

product

• Cognitive-Affective Model: – Argues that an affective judgment is the last step in

a series of cognitive processes• Independence Hypothesis:

– Takes the position that affect and cognition involvetwo separate, independent systems



Smith and Wollensky

• This ad for New York’sfamous Smith &Wollensky restaurant

emphasizes thatmarketers and othersassociated with aproduct or service are

often more involvedwith it than are their consumers.



Product Attitudes Don’t

Tell the Whole Story

• Attitude Toward the Advertisement ( Aad ):

– A predisposition to respond in a favorable or unfavorable

manner to a particular advertising stimulus during a

particular exposure occasion• Ads Have Feelings Too:

– Three emotional dimensions:

• Pleasure, arousal, and intimidation

– Specific types of feelings that can be generated by an ad• Upbeat feelings: Amused, delighted, playful

• Warm feelings: Affectionate, contemplative, hopeful

• Negative feelings: Critical, defiant, offended



• Sexually suggestivescenes like the onedepicted in this ad for Union Bay clothing can

generate feelings thataffect brand attitudes.

• What specific types of feelings or responsescan this type of

advertisement elicit?How will this sceneaffect the attitudetoward the ad?

Discussion Question



Forming Attitudes

• Not All Attitudes are Created Equal: – Levels of Commitment to an Attitude: The degree of

commitment is related to the level of involvement

with an attitude object• Compliance

• Identification

• Internalization

– The Consistency Principle:• Principle of Cognitive Consistency: Consumers value

harmony among their thoughts, feelings or behaviors to

be consistent with other experiences



Levels of Attitudinal Commitment

• By describing Cadillac as “my company,” the womanin this ad exhibits a high level of attitudinal

commitment to her employer.



Forming Attitudes (cont.)

• Cognitive Dissonance and Harmony among Attitudes: – Theory of Cognitive Dissonance: When a person is

confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce thedissonance by changing an attitude or modifying a behavior.

• Self-Perception Theory:

– People maintain consistency by inferring that they mustmaintain a positive attitude toward a product they have

bought or consumed

• Foot-in-the-door technique: – Sales strategy based on the observation that consumers will

comply with a request if they have first agreed to complywith a smaller request



Attitudinal Commitment

• This ad for a magazine illustrates that consumersoften distort information so that it fits with what they

already believe or think they know.



• Consumer researchersunderstand thatconsumers like to “bask inthe reflected glory” of

successful college athleticprograms by wearingmerchandise adorned withlogos like the ones on theright.

• How do the differentattitude theories explainthis consumer phenomenon?

Discussion Question



Attitude Models

• Attitude Models: – Specify the different elements that might work together to

influence people’s evaluations of Ao’s

• Multiattribute Models: – Model that assumes a consumer’s Ao will depend on the

beliefs he or she has about several attributes toward theobject

• Multiattribute Models Specify 3 Elements: – Attributes

– Beliefs

– Importance Weights



Attitude Models

• Choosing products:

– We often choose products because of their association

with a certain lifestyle.

• Goal of Lifestyle Marketing:

– To allow consumers to pursue their chosen ways to

enjoy life and express their social identities.

• Adopting Lifestyle Marketing: – Implies that we must look at patterns of behavior to

understand consumers



The Fishbein Model

• Measures 3 components of attitude: – (1) Salient Beliefs

– (2) Object-attribute linkages

– (3) Evaluation

• Assumptions of the Fishbein Model: – Ability to specify all relevant choice attributes

– Identification, weight, and summing of attributes• Affect referral:

– A process by which a consumer’s overall attitude isformed by an overall affective response



The Fishbein Equation

• The Basic Formula:

Aijk = Σ βijk I ik

– Where:• i = attribute

• j = brand

• k = consumer

• I = the importance weight given attribute I by consumer k • β = consumer k’s belief regarding the extent to which brand

j possesses attribute I

• A = a particular consumer’s (k’s) attitude score for brand j



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The Basic Multiattribute Model



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Strategic Applications of the

Multiattribute Model

• Capitalize on Relative Advantage

• Strengthen Perceived Product/AttributeLinkages

• Add a New Attribute

• Influence Competitors’ Ratings



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Tracking Attitudes over Time

• Attitude-tracking program: – An single-attitude survey is a snapshot in time

– A program allows researchers to analyze attitude

trends during an extended period of time• Ongoing Tracking Studies

– Attitude tracking involves administration of a surveyat regular intervals (e.g. Gallup Poll, YankelovichMonitor)

– This activity is valuable for making strategicdecisions



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Attitude Changes over Time

• Changes to Look for over Time:

– Changes in different age groups:

• Attitudes change with age

• Historical effects

– Scenarios about the future:

• Consumers tracked in terms of future plans, confidence

in economy, and so on – Identification of change agents:

• Social phenomena can alter people’s attitudes



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Changing Attitudes

Figure 7.4

Percentage of 16- to 24-year-olds who agree “We must take radical

action to cut down on how we use our cars.”

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