Attitudes and Influencing Attitudes CHAPTER ELEVEN Attitudes and Influencing Attitudes

Attitude Components and Manifestations 11-1 Initiator Component Component manifestation Attitude Stimuli: Products, situations, retail outlets, sales personnel, advertisements, and other attitude objects Overall orientation toward object Affective Behavioral Cognitive Emotions or feelings about specific attributes or overall object Beliefs about specific attributes or overall object Behavioral intentions with respect to specific attributes or overall object

Attitude Component Consistency 11-2 Affective component (feelings) Cognitive component (beliefs) Overall attitude Behavioral component (response tendencies)

Schematic Diagram of Ajzen & Fishbein’s (1980) theory of reasoned action 11-3 1) Beliefs that the behavior leads to certain outcomes and 2) My evaluation of those outcomes 1) Beliefs that specific referents think I should or should not perform the behavior and 2) Motivation to comply w/those referents Attitude toward the Behavior Subjective Norm Intention AttBehavior Subjective Norm Perceived Behavioral control Intention Behavior Theory of Planned Behavior

ELABORATION LIKELIHOOD MODEL 11-4 Exposure to marketing message High involvement with product, message, or decision Low involvement with product, message, or decision Strong attention focused on central, product- related features and factual information Limited attention focused on peripheral, nonproduct features and feelings Conscious thoughts about product attributes and use outcomes; considerable elaborative activities Low or nonconscious information processing; few or no elaborative activities Persuasion generally alters product beliefs, which influence brand attitude which influences purchase intentions Persuasion operates through classical conditioning. Affect change, attitude toward the ad, and nonconscious belief changes led to a behavioral and attitude change

Attitude Change Strategy Focusing on Cognitions 11-5 Marketing stimuli (advertisement, package) Cognitions (beliefs) Increased affect (liking) Behavior (purchase) Overall attitude change Behavior (purchase) Increased affect (liking)

Attitude Change Strategy Focusing on Affect 11-6 Positive marketing stimuli (ad, package) Increased affective response (liking) toward product Overall attitude change Increased positive beliefs Behavior (purchase) Behavior (purchase) Increased positive beliefs

Matching Endorser with Product and Target Audience 11-7 Target audience actual or ideal self-concept Image of the product endorser

Attitude Change Strategy Focusing on Behavior 11-8 Marketing or situational stimuli (free sample, guests) Behavior (purchase, consumption) Increased affect (liking) Increased positive beliefs Overall attitude change Increased positive beliefs Increased affect (liking)

Measuring Attitude Components 11-9 Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale) Diet Coke Strong taste ____ ____ ____ ____ ____ ____ ____ Mild taste Low priced ____ ____ ____ ____ ____ ____ ____ High priced Caffeine free ____ ____ ____ ____ ____ ____ ____ High in caffeine Distinctive in ____ ____ ____ ____ ____ ____ ____ Similar in taste to taste most

Measuring Attitude Components 11-9 (II) Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales) Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree I like the taste of Diet ____ ____ ____ ____ ____ Coke. Diet Coke is overpriced. ____ ____ ____ ____ ____ Caffeine is bad for your ____ ____ ____ ____ ____ health. I like Diet Coke. ____ ____ ____ ____ ____

Measuring Attitude Components 11-9 (III) Behavioral Component (Measuring Actions or Intended Actions) The last soft drink I consumed was a ___________________. I usually drink________________soft drinks. What is the likelihood you will buy Diet Coke the  Definitely will buy the next time you purchase a soft drink?  Probably will buy  Might buy  Probably will not buy  Definitely will not buy