copyright 2008 pearson education canada attitudes chapter 7 copyright 2008 pearson education canada

Copyright 2008 Pearson Education Canada

Attitudes

Chapter 7

Copyright 2008 Pearson Education Canada

7-2Copyright 2008 Pearson Education Canada

The Power of Attitudes

• Attitude: a lasting, general evaluation of people, objects, advertisements, or issues– Attitude object (AO)

– Help to determine a number of preferences and actions


Functional Theory of Attitudes

• Katz: Attitudes exist because they serve some function– Determined by a person’s motives

• Attitude functions:– Utilitarian– Value-expressive– Ego-defensive– Knowledge

• Marketers emphasize the function a product serves for consumers (what benefits it provides)


Fan Commitment Profiles

• Die-hard, highly committed fans– Marketing: provide sports knowledge and

relate attendance to personal goals/values

• Unique, self-expressive game experience– Marketing: “brand switchers” who seek thrills

wherever they can get them

• Looking for camaraderie– Marketing: provide benefits related to small-

group activities


ABC Model of Attitudes

• Three interrelated attitude components:– Affect– Behaviour– Cognition

• Hierarchy of effects– Relative impact/importance of attitude

components depends on consumer’s motivation toward attitude object


Hierarchy of Effects


Hierarchy of Effects• Standard Learning Hierarchy

– Results in strong brand loyalty– Assumes high consumer involvement

• Low-Involvement Hierarchy– Consumer does not have strong brand preference– Consumers swayed by simple stimulus-response

connections

• Experiential Hierarchy– Consumers’ hedonic motivations and moods– Emotional contagion– Cognitive-affective model vs. independence

hypothesis


Discussion

• Contrast the hierarchies of effects outlined in this chapter– How should marketers’ strategic decisions

related to the marketing mix change depending upon which hierarchy is operative among target consumers?


Attitude Toward the Ad

• We form attitudes toward objects other than the product that can influence our product selections

• We often form product attitudes from its ads– Aad: attitude toward advertiser + evaluations of

ad execution + ad evoked mood + ad arousal effects on consumer + viewing context


Ads Have Feelings Too

• Commercials evoke emotion– Upbeat feelings – amused, delighted, playful– Warm feelings – affectionate, contemplative,

hopeful– Negative feelings – critical, defiant, offended


Forming Attitudes

• Classical conditioning

• Instrumental conditioning


Attitude Commitment

• Degree of commitment is related to level of involvement with attitude object– Compliance– Identification– Internalization


Consistency Principle• Principle of cognitive consistency

– We value/seek harmony among thoughts, feelings, and behaviours

– We will change components to make them consistent


Cognitive Dissonance and Harmony

• Conflict of attitudes and behaviour motivates us to reduce dissonance– We make them fit by eliminating, adding,

or changing elements– Explains why evaluations of products

increase after purchase• Horse race experiment• Marketers: post-purchase reinforcement


Discussion

• Think of a behaviour someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status)– Ask the person to elaborate on why he or she

does the behaviour, then try to identify the way the person has resolved dissonant elements


Self-Perception Theory

• We use observations of our own behaviour to determine what our attitudes are– We must have a positive attitude toward a

product if we freely purchase it, right?– Low-involvement hierarchy– Foot-in-the-door technique– Low-ball technique– Door-in-the-face technique


Social Judgment Theory

• We assimilate new information about attitude objects in light of what we already know/feel– Initial attitude = frame of reference– Latitudes of acceptance and rejection

• Assimilation and contrast effects• “Choosy mothers choose Jif peanut butter”


Balance Theory

• Triad attitude structures– Person– Perception of attitude object– Perception of other person/object

• Perception can be positive or negative

• Balanced/harmonious triad elements– Unit relation and sentiment relation


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Figure 7-2: Balance Theory


Balance Theory (Cont’d)

• Marketing Applications– Unit relation with popular product =

positive sentiment relation in other people’s triads

– Celebrity endorsers of products


Attitude Models

• Attitude assessment can be complex

• Product/service may have many attributes

• Attitudes are affected by other factors (approval of others)

• Attitude models help identify influencers of evaluations


Multi-attribute Attitude Models

• Three elements– Attributes of AO (e.g., college)

• e.g., Scholarly reputation

– Beliefs about AO

• e.g., University of North Carolina is strong academically

– Importance weights• e.g., Stressing research opportunities over

athletics


Fishbein Model

• Most influential multi-attribute model• Three components of attitudes

– Salient beliefs about AO

– Object-attribute linkages– Evaluation of each important attribute

• Aijk = ΣβijkIik

– Overall Attitude Score = (consumer’s rating of each attribute for all brands) x (importance rating for that attribute)


Narveen’s Grocery Store Decision


Fishbein Model (Cont’d)

• Marketing applications– Capitalize on relative advantage– Strengthen perceived product/attribute

linkages– Add a new attribute– Influence competitors’ ratings


Extended Fishbein Model• Research: low correlation between reported attitude

and actual behaviour– We love commercials, yet still not buy!

• Theory of reasoned action– Intentions vs. behaviour

• Conviction and past purchase behaviour• Behavioural intentions

– Social pressure• SN = NB + MC

– Attitude toward act of buying


Obstacles to Predicting Behaviour

• Many researchers do not use Fishbein Model appropriately– Actual behaviour vs. outcomes of behaviour– Outcomes beyond consumer’s control– Validity of intentional behaviour– Difference in the level of abstration employed– Time frame of the attitude measure– Effect of direct/indirect experience on

attitudes


Trying to Consume

• Theory of trying– Criterion should be trying to reach goal– Intervening factors between intent and

performance– Several new components to account for act

of trying


Theory of TryingFigure 7-3


Discussion

• Construct a multi-attribute model for a set of local restaurants– Based on your findings,

suggest how restaurant managers can improve an establishment’s image via the strategies described in this chapter


Tracking Attitudes over Time

• Attitude-tracking program– More like a “movie” than a “snapshot” of

attitudes– Ongoing tracking studies

• Gallup Poll or Yankelovich Monitor

– Changes to look for…• Changes in different age groups• Scenarios about the future• Identification of change agents

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