Download - Attitude in ob
What is an attitude?A learned predisposition to respond to an
object or a class of objects in a consistently favorable or unfavorable way.
Attitudes are relatively enduring.
Attitudes are situation-related.
Functions of AttitudesUtilitarian function
Ego-defensive function
Knowledge function
Value-expressive function
How do we form attitudes?Three different paths to attitude formation:
Attitudes are created by first creating beliefs. Consumer beliefs are the knowledge that a consumer
has about objects, their attributes, and the benefits provided by the objects.
Consumer beliefs are created by processing information--cognitive learning.
Forming Attitudes, continuedAttitudes are created directly.
Behavioral learningMere exposure
Attitudes are created by first creating behaviors.Consumers respond to strong situational or
environmental forces, and after engaging in the behavior, form attitudes about the experience.
Tricomponent ModelCognitive component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
Affective componentThe emotions or feelings associate with a particular product or
brand.Conative component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
Measurement Models of AttitudeMultiattribute model
Fishbein and AzjenMeasures attitude score using consumers’ beliefs
and evaluations about attributes of the attitude object.Several different contexts in which attitude scores are
measured.Attitude-toward-the-object modelAttitude-toward-the-behavior model
Multiattribute ModelAj = ∑BijIi
Where: i = attribute or product characteristic j= brand
Such that: A = the consumer’s attitude score for brand j I = the importance weight given to attribute i by the consumer B = the consumer’s belief as to the extent to which a satisfactory level of attribute i is offered by brand j
Understanding the Multiattribute Model
All relevant product attributes, based on consumers’ perceptions, need to be included in the model to provide dimensionality.
Even though there may be several relevant attributes, they are not generally equally important. The importance weight of the formula allows adjustment of the importance of each attribute individually.
Understanding the Multiattribute Model...
Beliefs represent the extent to which each product offers satisfaction for the attribute in question.
Compensatory model.
Advantages of Multiattribute Model
Clearly shows what is important to consumers about a given product.
Shows how well brands do relative to each other.
Shows how well a specific brand does with respect to attributes perceived as important to consumers.
Weakness of Multiattribute Model
Not a perfect predictor of consumer behaviorLots of variables determine behavior in
addition to attitude:InvolvementFriendsFamilyFinancial resourcesAvailability of product
Theory of Reasoned Action Extends multiattribute model; tries to compensate for
the inability of the multiattribute model to predict behavior.
Assumes that consumers consciously consider the consequences of alternative behaviors under consideration and choose the one that leads to the most desirable consequences.
The outcomes of this reasoned choice process is an intention to engage in a selected behavior--behavioral intention.
Theory of Reasoned ActionB~BI = Aact(w1) + SN(w2)
Where: B = a specific behavior BI = consumer’s intention to engage in that
behavior Aact = consumer’s attitude toward engaging in that
behavior SN = subjective norm regarding whether other people want the consumer to engage in that behavior w1 & w2 = weights that reflect the relative influence of the Aact and SN components on BI
Simplified Version
Beliefs thatthe behavior
leads tocertain
outcomes
Motivation to complywith thespecificreferents
Beliefs thatspecific
referents think I should orshould notperform the
behavior
Evaluation of the
outcomes
Attitude towardthe behavior Subjective Norm
Intention
Behavior
Comparing A vs. Aact
Car (A) Buying a New Car thisYear (Aact)
Moderately priced (+) Gives me a mode of transportation (+)
Ordinary (-) Will put me in financial difficulty (-)
Well-built (+) Will lead to high upkeep costs (-)
Dependable (+) Will cost more now than later (-)
Easily serviced (+) Will lead to high insurance rates (-)
Attitude-toward-the-Ad ModelVery specific to understanding the impact of
advertising on consumer attitudes about a particular product or brand.
Exposure to advertising affects attitude-toward-the ad and attitude-toward-the brand.
Attitude-toward-the-Ad ModelVery specific to understanding the impact of
advertising on consumer attitudes about a particular product or brand.
Exposure to advertising directly affects beliefs about the ad and brand, and feelings about the ad.
Exposure to advertising indirectly affects attitude toward the brand and attitude toward the ad.
Exposure to ad
Attitude towardthe brand
Attitude towardthe ad
Feelings fromthe ad (affect)
Beliefs aboutthe brand
Judgments aboutthe ad (cognition)
How Can Marketers Change Attitudes?
Alter components of multiattribute modelIncrease belief ratings for the brandIncrease the importance of a key attributeDecrease the importance of a weak attributeAdd an entirely new attributeDecrease belief ratings for competitive brands
Changing attitudes….Change beliefs and attitudes through
persuasion
Elaboration likelihood model of persuasion (ELM)
Motivationto
Elaborate
PeripheralRoute to
Persuasion
CentralRoute to
Persuasion
Abilityto
Elaborate
Amountof
Elaboration
MessageArgumentsDeterminepersuasion
PeripheralCues
Determinepersuasion
High Low
Communication(source,message,
channel)
Low-involvementprocessing
High-involvementprocessing
Attention andcomprehension
Cognitiveresponses
Beliefchange
Belief andattitudechange
Behaviorchange
Behaviorchange
Attitudechange
Central route
Peripheral route
Changing attitudes...Changing attitudes directly though behavior
Cognitive Dissonance TheoriesBalance TheorySocial Judgment Theory
Attribution Theory
Balance TheoryConsumers strive for consistency between
interconnected attitudes.
Marketers can influence attitudes by creating imbalance within the target of persuasion--motivates consumer to change one or more of the interconnected attitudes to restore balance.
Social Judgment TheoryConsumers use attitudes as a frame of reference to judge
new information.If high involvement:
Narrow latitude of acceptanceWide latitude of rejectionAssimilation effectContrast effect
If low involvement:Wide latitude of acceptanceWide latitude of noncommitment
Attribution TheoryConsumers make inferences about behaviors,
assign causality--blame or credit--to events on the basis of their or others’ behaviors.
In the process of assigning causality, form attitudes.
Marketing implications:Offer high quality productsAdvertising should emphasize quality.Moderate-sized incentives.