CA 2018 Consumer Insight A.Kwanta Sirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013

* The Power of Attitudes * The ABC Model of Attitudes * Hierarchies of Effects * How Do We Form Attitudes? * The Consistency Principle * Self-Perception Theory * Social Judgment Theory * How Do Marketers Change Attitudes?

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* Attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. * We call anything toward which one has an attitude an attitude object. * An attitude is lasting because it tends to endure over time. * An attitude is general because it applies to more than a momentary event 1

* Psychologist Daniel Katz developed the functional theory of attitudes to explain how attitudes facilitate social behavior. * According to this pragmatic approach, attitudes exist because they serve some function for the person * Two people can each have an attitude toward object for very different reasons 1

* Utilitarian function: * Pleasure or pain, delicious or not delicious * Value-expressive function * What product says about him as a person * Ego-defensive function * We form attitudes to protect ourselves either from external threats or internal feelings * Knowledge function * We need order, structure, or meaning * Only when a person is in ambiguous situation 1

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AffectBehaviorCognition How a consumer feels About an attitude object Intentions to take action about it What he believes to be true about the attitude object *** interrelationships among knowing, feeling, and doing 2

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Hierarchies of Effects explain the relative impact of the three components Which comes first: Knowing, feeling, or doing? Each element may lead things off depending on the situation Feeling Affect Doing Behavior Knowing Cognition 3

Knowing Cognition Feeling Affect Doing Behavior Attitude Based on cognitive information processing Think  Feel  Do A person approaches a product decision as a problem-solving process 3

Knowing Cognition Feeling Affect Doing Behavior Attitude Based on behavioral learning processes Do  Feel  Think The consumer initially doesn’t have a strong preference for one brand over another The consumer forms an evaluation only after they have bought the product The attitude is to come through behavioral learning 3

Knowing Cognition Feeling Affect Doing Behavior Attitude Based on hedonic consumption Feel  Think  Do The consumers act on the basis of emotional reactions, hedonic motivations Intangible product attributes such as package design, advertising, And Brand names 3

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* We all have lots of attitudes * We are not born with the conviction * Ex. Pepsi is better than Coke * We forms attitude in several different ways, depending on the particular hierarchy of effects that operates * Ex. As in Chapter 3,attitude toward a brand due to classical conditioning – Pepsi name + a catchy jingle (you are in Pepsi generation) * Ex. Due to instrumental conditioning – you take a swig of Pepsi and it quenches your thirst 4

Commitment to an attitude; the degree of commitment relates to the level of involvement with the attitude object 4

THREE (increasing) levels of commitment: 1. Compliance * the lowest involvement, superficial – easy to change * We form an attitude because it helps us to gain rewards or avoid punishment 2. Identification * We form an attitude to conform to another person’s or group’s expectations * Imitating the behavior of desirable models 3. Internalization * The high level of involvement, deep seated attitudes, value system * Very difficult to change because they are so important 4

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* Why does a need to maintain consistency among all of our attitudinal components motivate us to alter one or more of them? 5

“Pepsi is my favorite soft drink. It tastes terrible” 5

“I love my boyfriend. He is the biggest idiot I have ever met” 5

Principle of Cognitive Consistency * Harmony among thoughts, feelings, and behaviors and a need to maintain uniformity among these elements * We change our thoughts, feelings, or behaviors to make them consistent with other experiences * A big factor is how well they fit with other related attitudes we already hold 5

Theory of Cognitive Dissonance * When a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this “dissonance” * He perhaps change his attitude or modify his behavior to restore consistency * Ex. Conflict between attitudes toward a product or service and what we actually do or buy * Postpurchase Dissonance: consumers tend to find reasons to support for their decisions 5

* Do we always change our attitudes to be in line with our behavior because we are motivated to reduce cognitive dissonance? * Observing our own behavior to determine just what our attitudes are 5

* The initial attitude acts as a frame of reference * We categorize new information in terms of this existing standard 5

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* Persuasion – an active attempt to change attitudes * Basic psychological principles that influence people to change their minds or comply with a request; 1. Reciprocity – We are more likely to give if first we receive 2. Scarcity – Like people, items are more attractive when they are not available 3. Authority – Authoritative source is much more readily than less authoritative one 4. Consistency – people try not to contradict themselves in terms of what they do or say about that issue 5. Liking – we agree with those we like or admire 6