Attitude Formation and Change

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 Attitudes

Utilitarian 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, continued

Attitudes 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.

Structural Model of Attitude

Tricomponent Attitude Model

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 componentThe 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 Attitude

Multiattribute modelFishbein 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 Model

Aj = ∑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

Beliefs thatthe behavior

leads tocertain

outcomes

Motivation to complywith thespecificreferents

Motivation to complywith thespecificreferents

Beliefs thatspecific

referents think I should orshould notperform the

behavior

Beliefs thatspecific

referents think I should orshould notperform the

behavior

Evaluation of the

outcomes

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 Model

Very 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 Model

Very 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 Theory

Consumers 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 Theory

Consumers 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.