Copyright 2008 Pearson Education Canada Attitudes Chapter 7 Copyright 2008 Pearson Education Canada

7-2 The Power of Attitudes Attitude: a lasting, general evaluation of people, objects, advertisements, or issues –Attitude object (A O ) –Help to determine a number of preferences and actions

Copyright 2008 Pearson Education Canada 7-3 Functional Theory of Attitudes Katz: Attitudes exist because they serve some function –Determined by a person’s motives Attitude functions: –Utilitarian –Value-expressive –Ego-defensive –Knowledge Marketers emphasize the function a product serves for consumers (what benefits it provides)

Copyright 2008 Pearson Education Canada 7-4 Fan Commitment Profiles Die-hard, highly committed fans –Marketing: provide sports knowledge and relate attendance to personal goals/values Unique, self-expressive game experience –Marketing: “brand switchers” who seek thrills wherever they can get them Looking for camaraderie –Marketing: provide benefits related to small- group activities

Copyright 2008 Pearson Education Canada 7-5 ABC Model of Attitudes Three interrelated attitude components: –Affect –Behaviour –Cognition Hierarchy of effects –Relative impact/importance of attitude components depends on consumer’s motivation toward attitude object

Copyright 2008 Pearson Education Canada 7-6 Hierarchy of Effects

Copyright 2008 Pearson Education Canada 7-7 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

Copyright 2008 Pearson Education Canada 7-8 Discussion Contrast the hierarchies of effects outlined in this chapter –How should marketers’ strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers?

Copyright 2008 Pearson Education Canada 7-9 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 –A ad : attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

Copyright 2008 Pearson Education Canada 7-10 Ads Have Feelings Too Commercials evoke emotion –Upbeat feelings – amused, delighted, playful –Warm feelings – affectionate, contemplative, hopeful –Negative feelings – critical, defiant, offended

Copyright 2008 Pearson Education Canada 7-11 Forming Attitudes Classical conditioning Instrumental conditioning

Copyright 2008 Pearson Education Canada 7-12 Attitude Commitment Degree of commitment is related to level of involvement with attitude object –Compliance –Identification –Internalization

Copyright 2008 Pearson Education Canada 7-13 Consistency Principle Principle of cognitive consistency –We value/seek harmony among thoughts, feelings, and behaviours –We will change components to make them consistent

Copyright 2008 Pearson Education Canada 7-14 Cognitive Dissonance and Harmony Conflict of attitudes and behaviour motivates us to reduce dissonance –We make them fit by eliminating, adding, or changing elements –Explains why evaluations of products increase after purchase Horse race experiment Marketers: post-purchase reinforcement

Copyright 2008 Pearson Education Canada 7-15 Discussion Think of a behaviour someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status) –Ask the person to elaborate on why he or she does the behaviour, then try to identify the way the person has resolved dissonant elements

Copyright 2008 Pearson Education Canada 7-16 Self-Perception Theory We use observations of our own behaviour to determine what our attitudes are –We must have a positive attitude toward a product if we freely purchase it, right? –Low-involvement hierarchy –Foot-in-the-door technique –Low-ball technique –Door-in-the-face technique

Copyright 2008 Pearson Education Canada 7-17 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”

Copyright 2008 Pearson Education Canada 7-18 Balance Theory Triad attitude structures –Person –Perception of attitude object –Perception of other person/object Perception can be positive or negative Balanced/harmonious triad elements –Unit relation and sentiment relation

Copyright 2008 Pearson Education Canada Jerry Monica Earring + O Jerry Monica Earring + Jerry Monica Earring + + Jerry Monica Earring + Jerry Monica Earring Figure 7-2: Balance Theory

Copyright 2008 Pearson Education Canada 7-20 Balance Theory (Cont’d) Marketing Applications –Unit relation with popular product = positive sentiment relation in other people’s triads –Celebrity endorsers of products

Copyright 2008 Pearson Education Canada 7-21 Attitude Models Attitude assessment can be complex Product/service may have many attributes Attitudes are affected by other factors (approval of others) Attitude models help identify influencers of evaluations

Copyright 2008 Pearson Education Canada 7-22 Multi-attribute Attitude Models Three elements –Attributes of A O (e.g., college) e.g., Scholarly reputation –Beliefs about A O e.g., University of North Carolina is strong academically –Importance weights e.g., Stressing research opportunities over athletics

Copyright 2008 Pearson Education Canada 7-23 Fishbein Model Most influential multi-attribute model Three components of attitudes –Salient beliefs about A O –Object-attribute linkages –Evaluation of each important attribute A ijk = Σβ ijk I ik –Overall Attitude Score = (consumer’s rating of each attribute for all brands) x (importance rating for that attribute)

Copyright 2008 Pearson Education Canada 7-24 Narveen’s Grocery Store Decision

Copyright 2008 Pearson Education Canada 7-25 Fishbein Model (Cont’d) Marketing applications –Capitalize on relative advantage –Strengthen perceived product/attribute linkages –Add a new attribute –Influence competitors’ ratings

Copyright 2008 Pearson Education Canada 7-26 Extended Fishbein Model Research: low correlation between reported attitude and actual behaviour –We love commercials, yet still not buy! Theory of reasoned action –Intentions vs. behaviour Conviction and past purchase behaviour Behavioural intentions –Social pressure SN = NB + MC –Attitude toward act of buying

Copyright 2008 Pearson Education Canada 7-27 Obstacles to Predicting Behaviour Many researchers do not use Fishbein Model appropriately –Actual behaviour vs. outcomes of behaviour –Outcomes beyond consumer’s control –Validity of intentional behaviour –Difference in the level of abstration employed –Time frame of the attitude measure –Effect of direct/indirect experience on attitudes

Copyright 2008 Pearson Education Canada 7-28 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

Copyright 2008 Pearson Education Canada 7-29 Theory of Trying Figure 7-3

Copyright 2008 Pearson Education Canada 7-30 Discussion Construct a multi-attribute model for a set of local restaurants –Based on your findings, suggest how restaurant managers can improve an establishment’s image via the strategies described in this chapter

Copyright 2008 Pearson Education Canada 7-31 Tracking Attitudes over Time Attitude-tracking program –More like a “movie” than a “snapshot” of attitudes –Ongoing tracking studies Gallup Poll or Yankelovich Monitor –Changes to look for… Changes in different age groups Scenarios about the future Identification of change agents