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ATTITUDES: FORMING AND ATTITUDES: FORMING AND CHANGING ATTITUDESCHANGING ATTITUDES
I don’t like your attitude, Don’t give me this attitudeI don’t like your attitude, Don’t give me this attitude
Attitude = Attitude = AltitudeAltitude
Happy hours in a bar: An attitude adjustment period.Happy hours in a bar: An attitude adjustment period.
What is your attitude toward drinking alcoholWhat is your attitude toward drinking alcohol??
Attitudes: Definitions…Attitudes: Definitions…
““Attitudes are learned predispositions to respond to an object Attitudes are learned predispositions to respond to an object
or class of objects in a consistently favorable or unfavorable wayor class of objects in a consistently favorable or unfavorable way.”.”
Any neutral attitude?
““Attitudes are lasting , general evaluations of people, Attitudes are lasting , general evaluations of people,
products, advertisements or issues (Attitude object)products, advertisements or issues (Attitude object)””
Are all positive attitudes similar? INTENSITY DIFFERENCESINTENSITY DIFFERENCES
NO ATTITUDES (VALENCE)NO ATTITUDES (VALENCE)
Are Attitudes Important for Are Attitudes Important for Marketers ?Marketers ?
Mainly important for 2 reasons…
Important role in explaining and predicting behavior Important role in explaining and predicting behavior
toward products and services. Attitudes are closely related toward products and services. Attitudes are closely related
to behavioral intention.to behavioral intention.
Attitude toward a product may also help to evaluateAttitude toward a product may also help to evaluate
responsiveness to communication from the company. responsiveness to communication from the company.
Functions of Attitudes Functions of Attitudes (Katz)(Katz)
Utilitarian function: support in decision making.
Value-expressive function: what does the attitude say about me.
Ego-defensive function: strengthen self aspects.
Knowledge function: fullfill need for order, structure or meaning
Favorability
Accessibility
Strength/confidence
Persistence
Resistance to attack
“I like it a lot.”
“I can remember my attitude toward it.”
“I’m sure I like it.”
“I’ve liked it for a long time and will continue to like it.”
“I’ll like it no matter what anyone says about it.”
THE LINGO SAY WHAT??
Attitudes Vary Along a Number Attitudes Vary Along a Number of Dimensionsof Dimensions
Attitude toward the object:How much do you like/dislike IBM computers?
Like very much 1 2 3 4 5 Dislike very much
Preference:Compared to Apple personal computers, how much do you like IBM personal computers?
Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM
Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
Attitudes ComponentsAttitudes Components
Cognitive
Based on the knowledge the person has about the attitude object.
Affective
Based on the feelings regarding the attitude object.
Behavioral
Based on the behavioral tendencies toward the attitude object.
What about attitudes formation?
Dhl, For Shipping ABusiness’s Small Packages
Attitude Component
Shopping For AirlineTickets On The Internet
• DHL is very reliable in its service.• DHL is more economical than other
package carrier services.• DHL is able to customize its service to
my shipping needs.
Cognitions or Beliefs
• For my airline tickets, shopping on the internet is very convenient.
• You can find the cheapest fares by shopping on the internet.
• Internet based travel agents do not offer you a comprehensive set of airline and flight options.
• When I ship by DHL, I feel secure.• I am very happy to be suing DHL for my
shipping needs.• I don’t care if DHL goes out of business.
Affect or Feelings
• Shopping on the Internet is: (please circle as many as apply) Totally cool Boring ConfusingA pain in the neck Enjoyable Terrible
• I use DHL for my shipping more than I use other carriers.
• I am often recommending DHL to other business associates.
• I am looking for alternative carriers.
Conations or Actions
• I have used Internet for my travel airline tickets recently.
• I often search Internet for planning my travel itinerary.
Attitude Object
CognitiveComponent
AffectiveComponent
Behavioral Component
Tridimensional ApproachTridimensional Approach
AttitudeAttitude
Belief Affect
Unidimensional approach or Unidimensional approach or Hierarchy of effectsHierarchy of effects
Behavioral Intention
AttitudeAttitude
Hierarchy of Effects.Hierarchy of Effects.
High- and Low-Involvement High- and Low-Involvement Information-Processing Modes Information-Processing Modes Central processing route
– The customer attends to and scrutinizes message content actively and thoughtfully
Peripheral processing route– The consumer attends to the message only
cursorily, and tends to make quick inferences by simply looking at the elements in the ad
Exhibit 6.2: General Approaches to Attitude Formation and Change
Attitudes FormationAttitudes Formation
Key Aspect: The Consistency principle
Cognitive dissonance theory (opposed cognitive information, eliminate, add or distort)
Self-perception Theory (maintain equilibrium, low implication, use my behavior to assess my attitude)
Social Judgment Theory (maintain equilibrium in reference to a framework, latitude of acceptation, assimilation-contrast)
Balance Theory (balanced triads)
The Role of Beliefs in Attitude Formation
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
The Role of Beliefs in Attitude Formation
The Fishbein Model
n
Ao = Σ bi Ii
i =1Ao = attitude toward object
bi = strength of the belief that object has attribute i
Ii = Importance of attribute i
n = number of salient or important attributes
USD
Attitude ModelAttitude Model
Strategic Application of multiattribute model
Capitalize on relative Advantage.
Strengthen Perceived Product/Attribute Linkages
Add a new attribute
Influence competitors’ ratings
Communicating the Presence of Desirable Attributes
Communicating the Absence of Undesirable Attributes
Exhibit 6.4: Expectancy-Valued model: The Theory of Reasoned Action
How Cognitively Based How Cognitively Based Attitudes are InfluencedAttitudes are Influenced
The Message– Argument Quality
Strong Arguments
– One- Versus Two-Sided Messages One-Sided Messages Two-Sided Messages
– Comparative Messages
How Cognitively Based How Cognitively Based Attitudes are InfluencedAttitudes are Influenced
Communication Source– Spokesperson Credibility
Credibility
– Company Reputation
Celebrity EffectivenessCelebrity EffectivenessDepends on Credibility
– Trustworthiness– Expertise– Status / Prestige
The higher the credibility, the greater the attitude change (especially with opposed consumer)
Less impact on more knowledgeable consumers
Celebrity ProblemsCelebrity Problems
Overexposure– When celebrity endorses too many products
(reduces effectiveness)
Celebrity Behavior– Madonna, Mike Tyson, Michael Jackson
Cognitive Bases of Attitudes Cognitive Bases of Attitudes When Consumer Effort Is LowWhen Consumer Effort Is Low
Simple InferencesHeuristics Frequency Heuristic
The Affective (Emotional) The Affective (Emotional) Foundations of AttitudesFoundations of AttitudesAffective InvolvementAffective ResponsesEmotional Appeals
How Affectively Based How Affectively Based Attitudes Are InfluencedAttitudes Are Influenced
The Source– Attractiveness– Match-up Hypothesis
The Message– Emotional Appeals– Fear Appeals
Affective Bases of Attitudes Affective Bases of Attitudes When Consumer Effort Is LowWhen Consumer Effort Is Low
The Mere Exposure Effect– Wearout
Classical Conditioning
High Involvement
Low Involvement
Cognition Affect
Commercial and Attitudes: Commercial and Attitudes: 11--22--33--44--55--66--77--88--99--1010--1111