Chapter 11 Attitudes and Influencing Attitudes

Attitudes An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to an aspect of our environment. An attitude is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Attitudes: are learned; based on experience are predispositions; exist in the mind cause consistent response; precede and produce behavior

Attitudes Attitudes can be used to predict behavior. Behavior can be used to infer the underlying attitudes. Attitudes serve four functions: Utilitarian Ego-defensive Knowledge Value-expressive One’s attitudes is comprised of three components: Affective Behavioral Cognitive

Attitude Components and Manifestations 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 The McGraw-Hill Companies, Inc., 1998

Cognitive Component Multiattribute model is a summation of consumers’ beliefs about product performance on different attributes. The model may include the importance weights attached to each attribute. The model may also include the difference between the beliefs about product performance and the consumer’s ideal level of performance on each attribute.

Attitude Component Consistency Affective component (feelings) Cognitive component (beliefs) Overall attitude Behavioral component (response tendencies) The McGraw-Hill Companies, Inc., 1998

Measuring Attitude Components 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 The McGraw-Hill Companies, Inc., 1998

Measuring Attitude Components 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. —— —— —— —— —— The McGraw-Hill Companies, Inc., 1998

Measuring Attitude Components 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 The McGraw-Hill Companies, Inc., 1998

Attitude Change Strategies Change the affective component : classical conditioning affect towards the ad mere exposure Change the behavioral component operant conditioning Change the cognitive component change beliefs shift importance add beliefs change ideal

Attitude Change Strategy Focusing on Affect Positive marketing stimuli (ad, package) Increased affective response (liking) toward product Overall attitude change Increased positive beliefs Behavior (purchase) Behavior (purchase) Increased positive beliefs The McGraw-Hill Companies, Inc., 1998

Attitude Change Strategy Focusing on Behavior 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) The McGraw-Hill Companies, Inc., 1998

Attitude Change Strategy Focusing on Cognitions Marketing stimuli (advertisement, package) Cognitions (beliefs) Increased affect (liking) Behavior (purchase) Overall attitude change Behavior (purchase) Increased affect (liking) The McGraw-Hill Companies, Inc., 1998

Matching Endorser with Product and Target Audience actual or ideal self-concept Image of the product endorser The McGraw-Hill Companies, Inc., 1998

Source Characteristics Source credibility trustworthiness expertise Celebrity sources more attention more credible modeling match image Spokes-characters (brand characters)

Appeal Characteristics Fear appeals level of fear must not be too high criticized as unethical. Humorous appeals attention increases liking relate to message or product does not distract

Appeal Characteristics Comparative ads new brands and product positioning extent of brand loyalty few attributes print media Emotional appeals Value expressive versus Utilitarian Appeals One-sided versus Two sided messages

Tom is considering the purchase of a new car Tom is considering the purchase of a new car. He thinks to himself, “I may not make a huge income, but I can still afford the payments on this luxury car.” Tom’s attitude is serving which function? Utilitarian Ego-defensive Knowledge Value-expressive Time-value

Joan is evaluating brands of computers prior to making a purchase decision. When she thinks to herself, “Sun Microsystems have versatile connectivity” Joan is dealing with which component of her attitude toward this product? Affective Behavioral Cognitive Departmental Ego-Defensive