Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 11–1 Chapter 11Attitude and Attitude Change What

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

11–1

Chapter 11 Attitude and Attitude Change

• What are attitudes? • Main components of attitudes• Strategies that can be used to change attitudes• Effect of marketing communication on attitudes • Strategic implications of attitudes


11–2

Attitudes

• Attitude components– cognitive– affective– behavioural

• Component consistency• Measurement of attitude components


11–3

Definition of Attitude

• An attitude is a learned predisposition to respond in a consistently positive or negative way to a given object or event.


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Terminology

• Favourability: 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’


11–5

Components of an Attitude

• Cognitive

• Affective

• Behavioural

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Attitude Components and Manifestations


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Cognitive Component

• Consists of the consumer’s beliefs and knowledge about the attributes of a particular brand, product or outlet

– many beliefs relate to the evaluation of attributes

– the cognitive component represents the summation of evaluations

– multi-attribute model


11–8

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


11–9

Behavioural Component

• Represents the consumer’s tendency (intention) to respond in a particular way towards the object or event

– Behaviour

– Intention

– Situational influence


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Component Consistency

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

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

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Attitude-Component Consistency


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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 Components

Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)

Diet CokeStrong taste ____ ____ ____ ____ ____ ____ ____ Mild taste

Low priced ____ ____ ____ ____ ____ ____ ____ High priced

Caffeine free____ ____ ____ ____ ____ ____ ____ High in caffeine

Distinctive in____ ____ ____ ____ ____ ____ ____ Similar in taste taste to

most


11–14

Measuring Attitude Components (cont.)Affective Component

(Measuring Feelings about Specific Attributes Using Likert Scales)

Neither Agree

Strongly nor StronglyAgree Agree Disagree Disagree

Disagree Disagree

I like the taste of Diet ____ ____ ____ ____ ____Coke.

Diet Coke is overpriced. ____ ____ ____ ____ ____

Caffeine is bad for your ____ ____ ____ ____ ____ health.

I like Diet Coke. ____ ____ ____ ____ ____


11–15

Measuring Attitude Components (cont.)

Behavioral Component (Measuring Actions or Intended Actions)

Have you ever purchased Diet Coke? Yes How often?___ No

What is the likelihood you will buy Diet Coke the next time you purchase a soft drink?

Definitely will buy Probably will buy

Might buy Probably will not buy Definitely will not buy


11–16

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 behavioural)


11–17

Strategies Based on Attitudes

• Market segmentation– benefit segmentation

• Product development


11–18


• Changing the affective component– classical conditioning– affect towards the advertisement– mere exposure

• Changing the behavioural component• Changing the cognitive component

– four basic strategies


11–19

Attitude-Change Strategies (cont.)

• Affective component

– Classical conditioning

– Positive affect towards the advertisement

– Mere exposure


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• Change affective component

– Involves changing the consumer’s ‘feel’ about a product, without necessarily directly influencing their beliefs or behaviour

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Attitude Change in Ads

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Attitude Change in Ads (cont.)


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• Change behavioural component

– Alter the purchase behaviour or consumption behaviour 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 behaviour


11–24


• Change behavioural component

– Operant conditioning Sampling (trialing)


11–25

Strategies Used for Altering the Cognitive Component

• Change in beliefs or improved knowledge base will have a subsequent influence on affect and behaviour

– 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

11–26

Adding a New Belief


11–27

Communication andAttitude Change

• Source characteristics– source credibility—trustworthiness and expertise– celebrity sources

11–28

Matching Endorser with Product and Target Audience


11–29

Communication and Attitude Change

• Appeal Characteristics– Fear

(unpleasant consequences if attitude and/or behaviour 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)

11–30

Ad Seeking an Emotional Response


11–31

Communication and Attitude Change

• Message-structure characteristics– one-sided versus two-sided messages– non-verbal components


11–32

Next Lecture…

Chapter 12:Australasian Society: Demographics and Lifestyles

Documents

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 11–1 Chapter 11Attitude and Attitude Change What