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Attitudes
An attitude is a predisposition to act or feel a certain way towards a person or thing.
Attitudes • have an emotional
charge + or –• occur within a situation• can not be measured
directly– self reporting or inference
• are learned• not temporary - more or
less enduring
Situation
Attitude
Attitudes are learned
• In the absence of existing attitude we are open to suggestion
Something(object of attitude) Positive result
Goal achievement
Formation of a + attitude
Communicator effect • highly respected source
helps formation of an attitude
• an inept attempt to teach an attitude can lead to a negative reaction eg. anti drug ads
Attitude stability depends on
• how closely it's linked with other attitudes
• knowledge - cognitive aspect
• degree of liking/disliking - affective aspect
Peanut butter example
• Cognitive (Knowledge)– larger jar for the money – less oil on top– creamier and easier to spread
• Affective (Emotional)– pretty label– I like those teddy bear presenters
• 2 component model: sum of cognitive X affective leading to a goal
Attitudes can be formed to preserve balance in our self image
• Have to fit with other attitudes, values, information accepted, what we do
• Changes in these may cause a readjustment of an attitude– eg. Johnny Cash for
Ripple Wine– Billy Jean King for
sports clothes
Knowledge
Opinion
Attitudes
Values
Attitude to object vs attitude to a behaviour
• The attitude-toward-object model– Attitude is function of evaluation of
product -specific beliefs and evaluations• The attitude-toward-behavior model
– Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself
• Object: Rolls Royce car• Behaviour: purchasing a Rolls Royce
Tricomponent Attitude Model (ABC)
– Affect (How I feel about it)plus
– Behavioural tendency (Conative), plus
– Cognitions (what I think or know) about likely consequences of behaviour
AFFECTIVE (Feeling)
BehaviourCONATIVE
COGNITIVEKnowledge
Measurement
• Observation - difficult & time consuming • Qualitative
– pinpoint importnat attributes & issues– provide direction for further research
• Self reporting scales– Likert - degree of agreement with a statement– Semantic differential - opposite adjectives– Rank order scale– Constant sum scale
Attitude Profiling
• Single component– One dimensional based on feelings– Healthy vs unhealthy breakfast– Popular in commercial market research– Could be a lot more specific
• Multi attribute methods– What are key ATTRIBUTES used to judge
something– Rate the brands on these attributes– How important is each attribute?
Multiattribute modelThis college has great facilitiesDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly
Teachers at this college are highly professionalDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 3 4 5 6 7 strongly
Courses are recognised by employersDisagree |__|__|__|__|__|__|__| Agreestrongly 1 2 4 5 6 7 strongly
College is easy to get toDisagree |__|__|__|__|__|__|__| AgreeStrongly 1 2 3 4 5 6 7 strongly
Snake diagrams
Fishbein type models SUM of Score X Importance on all attributes
Full time Marketing students' evaluation of subjects Sem 2/04
Questionnaire item
BSBSLS306ABSBMKG604ABSBMKG404ABSBMKG406A BSBADV605ABSBCMN310ABSBCMN310ABSBMGT608A
Attitude change strategies
• Changing the Basic Motivational Function• Associating the Product With an Admired
Group or Event• Resolving Two Conflicting Attitudes• Altering Components of the Multiattribute
Model• Changing Beliefs About Competitors’
Brands
Four Basic Attitude Functions• utilitarian
– what it will do for you• ego defensive function
– helps protect customer self image• value expressive
– reflects customers general values, lifestyle or attitude
• knowledge – cater to customer need to know
Associate with a special group, event or cause
• eg. famous people who attended TAFE• associate with Football, Olympics, etc.
Relating two conflicting attitudes• eg. Do you want a status course or a job
Alter components of the multi attribute model • change the evaluation of attributes
• eg. you'll get a job with TAFE• changing broad beliefs
• eg. TAFE is more than this is how we hold the drill• adding a new attribute
• eg. social activities• change the overall brand rating
• eg. the one personnel companies go to first• change beliefs about competing brands