BB Chapter Eleven : Attitude and Attitude Change

Chapter Eleven:Attitude and Attitude

Change

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Chapter 11: Attitude and attitude change

1. What are attitudes?

2. The main components of attitudes3. The strategies that can be used to change

attitudes4. The effect of marketing communication on

attitudes

5. The strategic implications of attitudes for marketers

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An attitude is…

• An enduring combination of motivational, emotional, perceptual and cognitive processes with respect to some aspect of the environment

• A learned predisposition to respond in a consistently positive or negative way to an object or event

Functions of Consumer Attitudes

Different measurements

• Attitude towards the object– Passive or detached view– Consumers have attitudes towards products and

brands; but that is not enough

• Attitude towards behavior– Consumer attitude towards acquiring and using

the product or brand

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This chapter is related to an earlier chapter we covered on the Decision Making

Process

• Evaluating and Selecting Alternatives

• Go back and review Chapter Five

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Attitudes and Influencing AttitudesAttitudes and Influencing Attitudes

AttitudesAttitudes serve four key functions for individuals:

1.1. Knowledge functionKnowledge function

2.2. ValueValue--expressive functionexpressive function

3.3. Utilitarian functionUtilitarian function

4.4. EgoEgo--defensive functiondefensive function

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How marketing strategy can affect behaviour

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Terminology

• Favorability: the positive or negative evaluation of the object or event

• Intensity: the strength with which the consumer can hold an attitude

• Confidence: the degree to which the consumer believes their attitude is ‘right’

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Attitude ComponentsAttitude Components

It is useful to consider attitudes as having three componentsIt is useful to consider attitudes as having three components::

�� Cognitive ComponentCognitive Component

�� Affective ComponentAffective Component

�� Behavioral ComponentBehavioral Component

ABC Approach to Attitudes

Affect: “I really like my Honda Civic.”

Behavior: “I always buy Honda products.”

Cognition: “My Honda Civic gets good gas mileage.”

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Attitude components and manifestations

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The cognitive componentcognitive component consists of a consumer’s beliefs about an object.

The multiattribute attitude modelmultiattribute attitude model provides a measure of a consumer’s overall attitude and evaluation of a brand.

The overall cognitive component becomes more favorable as:

�The number of positive beliefs increase

�The extent to which each belief is more extremely positive

�The ease of recall of positive beliefs increases

Cognitive ComponentCognitive Component

Multi-attribute Models

• Read up the models described from page 340 to page 342

• Note the three different versions1. Basic version2. Important weights version3. Ideal point version

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Feelings or emotional reactions to an object represent the affective componentaffective component of an attitude.

Marketers are increasingly turning their attention to the affective or “feeling” component to provide a richer understanding of attitudes than that based solely on the cognitive or “thinking” component.

Affective ComponentAffective Component

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Affective component

• Represents the consumer’s ‘feelings’ or emotional reaction to a product

– Based on experience or cognitive information

– Response is person-situation specific

– Cultural influence

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The behavioral componentbehavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity.

Behavioral ComponentBehavioral Component

Actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur.

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Direct versus Indirect ApproachDirect versus Indirect Approach

Actual behavior and response tendencies are most often measured by fairly directdirect questioning.

Such directdirect questioning may work well for most consumption, but not so well for sensitive topics like alcohol, pornography and eating patterns.

In these cases, indirectindirect questions such as estimating the behavior of other people similar to themselves may help to reduce the bias.

Behavioral ComponentBehavioral Component

The sequence: cognitive-affective-behavioral

• Not always in the same sequence• Depends on the nature of the

product and type of consumer buying behavior

• Low versus high involvement purchases

Hierarchy of Effects

Factors That Weaken Attitude-Behavior Relationship

TimeTimeSpecificity of

attitude measured

Specificity of attitude

measured

EnvironmentEnvironment Impulse situations

Impulse situations

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Component consistency

• The three components of an attitude (cognitive, affective and behavioral) have a tendency to be consistent .

• A change in one component will have a flow-on effect on the other components.

• Marketers must incorporate these factors when developing persuasive messages and strategies.

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Attitude-component consistency

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Consistency between beliefs, feelings and behaviour

Seven reasons why components appear to be inconsistent:

1. A need or motive required2. Ability required e.g. funds3. Consumer may trade off against other purchases4. Cognitive and affective may be weakly held5. Others may influence the purchase e.g. spouse,

child6. A specific situation may influence the purchase7. Difficulty in accurately measuring all components

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Measurement of attitude components

As components of attitude are an integral part of a marketing strategy, it is important to be able to measure each component.

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Measuring attitude componentsCognitive Component(measuring beliefs about specific attributes using the semantic differential scale)

Coke ZeroStrong taste ____ ____ ____ ____ ____ ____ ____ Mild taste

Low priced ____ ____ ____ ____ ____ ____ ____ High priced

Caffeine free____ ____ ____ ____ ____ ____ ____ High in caffeine

Distinctive in________ ____ ____ ____ ____ ____ Similar i n taste taste to

most

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Measuring attitude components (cont.)

Affective Component(measuring feelings about specific attributes using Likert Scales)

NeitherAgree

Strongly nor StronglyAgree Agree Disagree Disagree Disagree

I like the taste of Coke ____ ____ ____ ____ ____Zero

Coke Zero is overpriced ____ ____ ____ ____ ____Caffeine is bad for your ____ ____ ____ ____ ____

health

I like Coke Zero ____ ____ ____ ____ ____

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Measuring attitude components (cont.)

Behavioral Component(measuring actions or intended actions)

Have you ever purchased Coke Zero?�� Yes How often?___�� No

What is the likelihood you will buy Coke Zero the n ext time you purchase a soft drink?

�� Definitely will buy�� Probably will buy�� Might buy�� Probably will not buy�� Definitely will not buy

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Attitude- change strategies

Changing or establishing an attitude requires manipulation of one or more of the components of the attitude (i.e. cognitive, affective or behavioral)

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Attitude change in ads

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Attitude-change strategies

• Changing the affective component– Classical conditioning– Affect towards the advertisement– Mere exposure

• Changing the behavioural component

• Changing the cognitive component– Four basic strategies

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• Change affective component– Involves changing the consumer’s ‘feel’ about a

product, without necessarily directly influencing their beliefs or behavior

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An ad aimed at changing a belief

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Attitude Change StrategiesAttitude Change Strategies

Marketers use three basic approaches to directly increase affect:

Change Change the Affective Component the Affective Component

1.1. Classical ConditioningClassical Conditioning

2.2. Affect Toward the Ad or Affect Toward the Ad or Web SiteWeb Site

3.3. Mere ExposureMere Exposure

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• Change behavioral component

– Alter the purchase behavior or consumption behavior directly, which may in turn lead to a change in belief or affect

– Change in beliefs or improved knowledge base will have subsequent influence on affect and behavior

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1. Purchase or use behavior may be the (indirect) result of changing the affective or cognitive components.

2. However, purchase or use behavior may precede the development of cognition and affect.

� This more direct approach is based on operant conditioning.

� Key is inducing product trial while ensuring the trial will be rewarding.

Change the Change the Behavioral Component Behavioral Component

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•• CouponsCoupons

•• Free samplesFree samples

•• PointPoint--ofof--purchase purchase displaysdisplays

•• TieTie--in purchases in purchases

•• Price reductionsPrice reductions

Change the Behavioral Component Change the Behavioral Component

Common techniques used for inducing trial behavior include:

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Strategies used for altering the cognitive component

• Change in beliefs or improved knowledge base will have a subsequent influence on affect and behavior– Change the beliefs about the attributes of the

brand– Change the relative importance of these beliefs– Add new beliefs– Change the beliefs about the attributes of the

‘ideal’ brand

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Adding a new belief

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Strategies used for altering the cognitive component

• Read pages 348-350• Understand the implications of Table 11.1

Additional examples (taken from another text)

Slides 11-36 to 11-49 shows how you can apply the multi-attribute model in marketing

COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western aretrademarks used herein under license.

Attitude toward the object :How much do you like/dislike Dell computers?

Like very much 1 2 3 4 5 Dislike very much

Attitude toward the behavior :Buying a Dell personal computer would be:

Very good 1 2 3 4 5 Very badVery rewarding 1 2 3 4 5 Very punishing

Very wise 1 2 3 4 5 Very foolish

Preference :Compared to Apple personal computers, how much do you like Dell personal computers?

Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM

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The Fishbein Multiattribute Attitude Model

n

Ao = Σ b i ei

i =1

Ao = attitude toward the object

b i = strength of the belief that object has attribute i

ei = evaluation of attribute i

n = number of salient or important attributes

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The Fishbein Model

Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes

Attributes can be any product or brand association


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Running shoe exampleWhether the shoe is shock absorbent for use on hard surfaces

Whether it is priced less than $50

Durability of the shoe

How comfortable the shoe is to wear

Whether the shoe is available in the desired color

Amount of arch support


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Developing the e i and b i measures

ei

Buying running shoes priced less than $50 is

very good _ : _ : _ : _ : _ : _ : _ very bad

+3 +2 +1 0 -1 -2 -3

b i

How likely is it that brand A running shoes are priced less than $50?very likely _ : _ : _ : _ : _ : _ : _ very u nlikely

+3 +2 +1 0 -1 -2 -3


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The Fishbein Model: Sample Results

Shock absorbent +2 +2 +1 -1

Price less than $50 -1 -3 -1 +3

Durability +3 +3 +1 -1

Comfort +3 +2 +3 +1

Desired color +1 +1 +3 +3

Arch support +2 +3 +1 -2

Total Σ b i ei score +29 +20 -6

Brand Brand BrandAttribute Evaluation A B C

Beliefs

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Consumer Attitudes

Companies want consumers to perceive their products as:

Possessing desirable attributes (when e i positive, b i should be positive)

Not possessing undesirable attributes (when e i is negative, b ishould be negative)

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Behavioral Intentions Model

“subjective norms”

These two additional variables show that attitudes are shaped by “others” – groups, friends, family members. They influence the subjective norms (“should I or should I not buy?”)


AP = Σ Wi Ii - Xi

n

i =1

AP = attitude toward product

Wi = importance of attribute i

Ii = ideal performance on attribute i

Xi = belief about product’s actual performance on attribute i

n = number of salient attributes

The Ideal-Point Multiattribute Attitude Model

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Consumers indicate where they believe a product is located on scales representing the various levels of salient attributes

Also report where ideal product would fall on these scales

The closer the ideal and actual ratings, the more favorable the attitude


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Developing a scale to represent various levels of each attribute

very sweet taste _ : _ : _ : _ : _ : _ : _ very bitter taste

1 2 3 4 5 6 7

Provide ratings of attribute importance

not at all important _ : _ : _ : _ : _ : _ : _ extremely important

0 1 2 3 4 5 6


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The Ideal-Point Model: Sample Results

Taste: sweet(1) - bitter (7)

Carbonation: high(1) - low (7)

Calories:high (1) - low (7)

Fruit juices: high (1) - low (7)

Price:high (1) - low (7)

Total Σ Wi Ii-Xi score

6 2 2 3

3 3 2 6

4 5 4 5

4 1 2 2

5 5 4 3

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Import- Ideal Brand BrandAttribute ance Point A B

Beliefs

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Benefits of Using Multiattribute Attitude Models

Diagnostic power: examine why consumers like or dislike products

Simultaneous importance-performance grid with marketing implications for each cell

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Stimulus Importance-Performance Grid

HIGH

LOW

POOR

GOOD

POOR

GOOD

Neglected Opportunity

Competitive Disadvantage

Competitive Advantage

Head-to-head competition

Null Opportunity

False Alarm

False Advantage

False Competition

Poor

Good

Poor

Good

Poor

Good

Poor

Good

Attribute Our Competitor’s Simult aneous Importance Performance Performance Result

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Benefits of Using Multiattribute Attitude Models

Can provide information for segmentation (based on importance of product attributes)

Useful in new product development

Guidance in identifying attitude change strategies

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Individual and Situational Characteristics that Individual and Situational Characteristics that Influence Attitude ChangeInfluence Attitude Change

The Elaboration likelihood model (ELM)Elaboration likelihood model (ELM) is a theory about how attitudes are formed and changed under varying conditions of involvement.

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Individual and Situational Characteristics that Individual and Situational Characteristics that Information Attitude ChangeInformation Attitude Change

ELM ELM ModelModel

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�� Core Tenants of ELM: Part ICore Tenants of ELM: Part I

• Compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be

� stronger

� more resistant to counter-persuasion attempts

� more accessible from memory, and

� more predictive of behaviors

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�� Core Tenants of ELM: Part IICore Tenants of ELM: Part II

• Peripheral Cues (PCs) influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT

• Central Cues (CCs) influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT

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� BUT there are caveats and exceptions relating to cue relevance and competitive situation.

� Cue Relevance - What is a PC/CC?

• Example: An attractive model (and her hair) may be decision irrelevant (PC) in an ad for a car, but decision relevant (CC) in an ad for shampoo.

• In this case, the attractive model would influence persuasion under high involvement for shampoos but not for cars.

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� Competitive Situation - PCs can influence persuasion under HI INVOLVEMENT in competitive situations when:

• Central cues neutralize due to homogeneity across competing brands (PC then becomes tie breaker).

• Attribute tradeoffs across central cues engenders decision difficulty which PCs help to alleviate.

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�� Consumer Resistance to PersuasionConsumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual characteristic) and resist persuasion

• Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.

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Communication andattitude change

• Source characteristics– Source credibility—trustworthiness

and expertise– Celebrity sources

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Communication Characteristics Communication Characteristics that that Influence Attitude Formation and ChangeInfluence Attitude Formation and Change

Three types of communication characteristics:Three types of communication characteristics:

1.1. Source CharacteristicsSource Characteristics

� Represents “who” delivers the message

2.2. Appeal CharacteristicsAppeal Characteristics

� Represents “how” the message is communicated

3.3. Message Structure CharacteristicsMessage Structure Characteristics

� Represents “how” the message is presented

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Communication Characteristics that Influence Communication Characteristics that Influence Attitude Formation and ChangeAttitude Formation and Change

1.1. Source CredibilitySource Credibility• Persuasion is easier when the target market views the

message source as highly credible

2.2. Celebrity SourcesCelebrity Sources• Celebrity sources can be effective in enhancing

attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer

3.3. SponsorshipSponsorship• Sponsorships often work in much the same manner as

using a celebrity endorser

Source Characteristics

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Source CharacteristicsSource Characteristics

Source credibilitySource credibility consists of trustworthiness and expertise.

In a testimonial adtestimonial ad, a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea.

One factor that can diminish the credibility of any source is if consumers believe that the firm is paying the source for his or her endorsement.

Billboard of Testimonial AdBillboard of Testimonial Ad

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Celebrity sourcesCelebrity sources widely used.

Effectiveness enhanced when marketers match:

•image of the celebrity with

•personality of the product with

•actual or desired self-concept of the target market.

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• Overexposure

• Negative behavior involving the spokesperson

Using a celebrity as a company spokesperson creates special risks, such as

Many firms are creating spokesspokes--characterscharacters rather than using celebrities.

••SpokesSpokes--characterscharacters can add credibility to a message as well as attract attention. Some come to serve as a symbol of the product (e.g., Jolly Green Giant)

•Provide firm with total control

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SponsorshipSponsorship is when a company provides financial support for an event.

SponsorshipsSponsorships often work in much the same manner as using a celebrity endorser

That is, the characteristics of the sponsored event may become associated with the sponsoring organization.

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Matching endorser with product and target audience

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Communication and attitude change

• Appeal Characteristics– Fear

(unpleasant consequences if attitude and/or behavior is not altered)

– Humour– Comparative advertisement

(comparing attributes of focus brand to those of competitor)

– Emotional(message is constructed to elicit a positive response/feeling rather than provide information)

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Appeal CharacteristicsAppeal Characteristics

Fear appealsFear appeals

Fear appealsFear appeals use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered.

Fear appealsFear appeals can be effective at forming, reinforcing and/or changing attitudes.

The ethics of such appeals should be examined carefully before they are used.

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Applications in Consumer BehaviorApplications in Consumer Behavior

This ad is a great example of the use of fear appeal.

In this case, it is used to spell out the risks of illegally downloading movies.

Courtesy Motion Picture Association of America, Inc.

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Humorous appealsHumorous appeals

Humorous appealsHumorous appeals are ads built around humor appear to increase attention to and liking of the ad. Especially for those individuals high in need for humor.

The overall effectiveness of humor is generally increased when the humor related to the product or brand in a meaningful way and is viewed as appropriate for the product by the target audience.

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Comparative adsComparative ads

Comparative adsComparative ads directly compare the features or benefits of two or more brands.

Comparative adsComparative ads are often more effective than non-comparative ads in generating the following:

• attention• message and brand awareness, • greater message processing• favorable sponsor brand attitudes• increased purchase intentions and behaviors

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Emotional appealsEmotional appeals

Emotional ads Emotional ads are designed primarily to elicit a positive affective response rather than provide information or arguments.

Emotional advertisementsEmotional advertisements may enhance persuasion by increasing

• attention and processing of the ad (and thus) ad recall• liking of the ad• product liking through classical conditioning• product liking through high-involvement processes

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Ad seeking an

emotional response

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ValueValue--expressive versus Utilitarian appealsexpressive versus Utilitarian appeals

Utilitarian appealsUtilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market.

Most effective for functional products

ValueValue --expressive appealsexpressive appealsattempt to build a personality for the product or create an image of the product user.

Most effective for products designed to enhance self-image or provide other intangible benefits

*** ***

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Ad using value expressive and utilitarian appeal

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1.1. OneOne--Sided versus TwoSided versus Two--Sided MessagesSided Messages

2.2. Positive versus Negative FramingPositive versus Negative Framing

3.3. Nonverbal ComponentsNonverbal Components

Communication Characteristics that Influence Communication Characteristics that Influence Attitude Formation and ChangeAttitude Formation and ChangeMessage Structure Characteristics

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Message Structure CharacteristicsMessage Structure Characteristics

OneOne--Sided versus TwoSided versus Two--Sided MessagesSided Messages

OneOne--Sided MessagesSided Messages

Marketers generally present only the benefits of their product, or only one point of view.

OneOne--sided messagessided messages are most effective at reinforcing existing attitudes.

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OneOne--Sided versus TwoSided versus Two--Sided MessagesSided Messages

TwoTwo --Sided MessagesSided Messages

Marketers present both good and bad points in their product message.

TwoTwo--sidedsided messages tend to be more effective than one-sided messages in changing a strongly held attitude.

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Positive versus Negative FramingPositive versus Negative Framing

Message framing Message framing refers to presenting one of two equivalent value outcomes either

• in positivepositive or gain terms (positive framingpositive framing), or

• in negativenegative or loss terms (negative framingnegative framing)

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Message Structure CharacteristicsMessage Structure CharacteristicsPositive versus Negative FramingPositive versus Negative Framing

Attribute FramingAttribute FramingOnly a single attribute is the focus of the frame.

For example, describing beef as either

• 80% fat free (positive frame)

or• 20% fat (negative frame)

Goal FramingGoal FramingMessage stresses either the positive aspect of performing an act or the negative aspects of not performing the act.For example, having a yearly mammogram• Benefits of having mammogram

emphasized (positive frame)• Risks of not having mammogram

emphasized (negative)

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Positive versus Negative FramingPositive versus Negative Framing

�Positive Frame best for Attribute Framing Situation

Hence, 80% fat free better than 20% fat.

�Negative Frame best for Goal Framing Situation

Hence, stressing the risks of not having a mammogram better than stressing the benefits of having one.

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Nonverbal ComponentsNonverbal Components

Nonverbal components can influence attitudes through affect, cognition, or both.

Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include:

• pictures• music• surrealism

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Liking towards the ad increases the tendency to like the product

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Strategies based on attitudes

• Market segmentation– Benefit segmentation

• Product development

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Market Segmentation and Product Development Market Segmentation and Product Development Strategies Based on AttitudesStrategies Based on Attitudes

Market SegmentationMarket Segmentation

1. A marketer needs to know the importance consumers attach to various product/service features.

2. Consumers who look for the same benefits are grouped into segments and additional information is obtained to develop a more complete picture.

3. Separate marketing programs can then be developed for each of the selected target segments.

Benefit segmentationBenefit segmentation is the segmenting of consumers on the basis of their most important attribute(s).

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Market Segmentation and Product Development Market Segmentation and Product Development Strategies Based on AttitudesStrategies Based on Attitudes

Product DevelopmentProduct Development

Steps in developing a new product or reformulating an existing product:

1. Construct a profile of a consumer segment’s ideal level of performance on key attributes.

2. Create a product concept that closely matches the ideal profile.

3. Translate the concept into an actual product.

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Using the multi-attribute model in the product-deve lopment process

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Using the multi-attribute model in the product-deve lopment process (cont)

Business

BB Chapter Eleven : Attitude and Attitude Change