Attitudes Chapter 7

The Power of Attitudes Attitude: A lasting, general evaluation of people (including oneself), objects, advertisements, or issues Anything toward which one has an attitude is called an object (Ao). Attitudes are lasting because they tend to endure over time. Cognition Affect Attitude

The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives) Katz’s Attitude Functions Utilitarian function: obtain rewards / avoid punishments Value-expressive function: express identify to others Ego-defensive function: self-protection Knowledge function: simplifies decisions, e.g., Brand loyalty

Addressing Smoking Attitudes This Norwegian ad addresses young people’s smoking attitudes by arousing strong negative feelings. The ad reads (left panel) “Smokers are more sociable than others.” (Right panel): “While it lasts.”

The ABC Model of Attitudes Affect: The way a consumer feels about an attitude object Behavior: Involves the person’s intentions to do something with regard to an attitude object Cognition: The beliefs a consumer has about an attitude object Hierarchy of Effects: A fixed sequence of steps that occur en route to an attitude

Hierarchy of Effects Figure 7.1

Hierarchy of Effects Standard Learning Hierarchy Results in strong brand loyalty Assumes high consumer involvement Low-Involvement Hierarchy Consumer does not have strong brand preference Consumers swayed by simple stimulus-response connections Experiential Hierarchy Consumers’ hedonic motivations and moods Emotional contagion Cognitive-affective model vs. independence hypothesis

Product Attitudes Don’t Tell the Whole Story Attitude Toward the Advertisement (Aad): A predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion Ads Have Feelings Too: Three emotional dimensions: Pleasure, arousal, and intimidation Specific types of feelings that can be generated by an ad Upbeat feelings: Amused, delighted, playful Warm feelings: Affectionate, contemplative, hopeful Negative feelings: Critical, defiant, offended

Ads Have Feelings Too Commercials evoke emotion Pleasure Arousal Intimidation

Attitude Toward the Ad We form attitudes toward objects other than the product that can influence our product selections We often form product attitudes from its ads Aad: attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

Forming Attitudes (cont.) Cognitive Dissonance and Harmony among Attitudes: Theory of Cognitive Dissonance: When a person is confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior. Self-Perception Theory: People maintain consistency by inferring that they must maintain a positive attitude toward a product they have bought or consumed Foot-in-the-door technique: Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request

Levels of Attitudinal Commitment By describing Cadillac as “my company,” the woman in this ad exhibits a high level of attitudinal commitment to her employer.

Social Judgment Theory We assimilate new information about attitude objects in light of what we already know/feel Initial attitude = frame of reference Latitudes of acceptance and rejection Assimilation and contrast effects “Choosy mothers choose Jif peanut butter”

Balance Theory Triad: Unit relation: Sentiment relation: An attitude structure consisting of three elements (1) A person and his/her perceptions of (2) an attitude object, and (3) some other person or object Unit relation: An element is seen as belonging to or being part of the other Sentiment relation: Two elements are linked because one has expressed a preference for the other Marketing Applications of Balance Theory Celebrity endorsements

Figure 7.2: Balance Theory + Larry Alex Earring O Figure 7.2: Balance Theory

Balance Theory (Cont’d) Marketing Applications “Basking in reflected glory” Unit relation with popular product = positive sentiment relation in other people’s triads Celebrity endorsers of products

Multi-attribute Attitude Model (Fishbein) BELIEF: Salient beliefs (important attributes) Strength of the belief (product’s score on attribute) EVALUATION: (attribute’s importance to you) ATTITUDE = SUM OF (SCORE ON ATTRIBUTE X IMPORTANCE OF ATTRIBUTE)

Multi-attribute Attitude Models Three elements Attributes of AO (e.g., college) e.g., Scholarly reputation Beliefs about AO e.g., University of North Carolina is strong academically Importance weights e.g., Stressing research opportunities over athletics

The Theory of Reasoned Action By Fishbein et al to improve on Multiattriube model. Includes subjective norms: how other people feel about the behavior. Assesses the consumer’s attitude toward the overt behavior of purchasing the product rather than toward the object itself. Uses consequences of the behavior rather than attributes of object.

Multi Attribute Models: TPB Fishbein Ajzen model (theory of planned behaviour) Control beliefs Perceived behavioural control (PC) Behaviour Beliefs (b) * Outcome evaluation (e) Normative beliefs (n) * Motivation to comply (mc) Attitude to Behaviour (AB) Subjective Norm (SN) Behavioural Intention (BI) Behaviour

Theory of Planned Behavior attitude to quitting smoking 0.44 intention to quit smoking attempts to quit smoking 0.32 0.35 confidence about quitting smoking 0.33 previous attempts at quitting smoking 0.09 Co-efficients relating attitude, confidence and previous attempts to intention and later quitting smoking Sutton et al 1986, in East

Extended Fishbein Model Research: low correlation between reported attitude and actual behavior We love commercials, yet still not buy! Theory of reasoned action Intentions vs. behavior Conviction and past purchase behavior Behavioral intentions Social pressure SN = NB + MC Attitude toward act of buying

Associative Network for Snickers Chocolate Bar Yummy Fattening Nuts Chocolate Give Cavities Dentist

Activation at Dentist’s Office Yummy Fattening Nuts Snickers Bar Chocolate Give Cavities Dentist

Attitude Formation Snickers Attitude Yummy Fattening Nuts Snickers Bar Chocolate Give Cavities Dentist

Trying to Consume Theory of trying Criterion should be trying to reach goal Intervening factors between intent and performance Several new components to account for act of trying

Theory of Trying Figure 7.3

Tracking Attitudes over Time Attitude-tracking program: An single-attitude survey is a snapshot in time A program allows researchers to analyze attitude trends during an extended period of time Ongoing Tracking Studies Attitude tracking involves administration of a survey at regular intervals (e.g. Gallup Poll, Yankelovich Monitor) This activity is valuable for making strategic decisions