Attitude and Attitude Change

Attitude and Attitude Change Background Definition -- learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object or a class of objects Attributes of attitudes Learned Targeted (toward an object) Stability

Attitude and Attitude Change Attributes of attitudes (Cont’d) Valence ( + or - ) Attitude Behavior La Piere (1934) Corey (1937) De Friese & Ford (1960) Fishbein & Ajzen (1977) Time, Action, Context & Target (TACT)

Why use Attitudes? Predictors of Consumption Behavior (for New & Existing Products) Past Behavior Current Attitudes Study Advertising Effectiveness Segmentation Base Help Marketers Understand the Reasons Why a Product is (not) Successful

Attitude Models Basic Fishbein Multi-Attribute Model AO= S bi(ei) Where: AO = Attitude toward an object O bi = belief about an object O regarding attribute i (a “salient” attribute) ei = evaluation of the importance of attribute i

Attitude Models (Cont’d) Basic Fishbein Multi-Attribute Model Example: Taste Effectiveness Scope +3 +3 Listerine -2 +2 Evaluation of Importance +1 +3 Ao = ?

Attitude Models (Cont’d) Importance of Attitude Score from the multi-attribute model Valenced (+ or -) Strength of attitude (magnitude of score) Implications for attitude change

Attitude Models (Cont’d) Attitude Change Strategies Using the Multi-attribute Model Change brand beliefs (bi) for your brand Note differences for “bad” versus “good” attributes Change brand beliefs for competing brand Change evaluations of importance (ei) Add new attributes (i’s)

Advantages of Multi-attribute Attitude Models Helps identify brand strengths and weaknesses from C’s Perspective Helps determine if C’s are perceiving the brand as intended Allows for an a priori evaluation of attitude change strategies Provides a basis for benefit segmentation schemes

Disadvantages of Multi-attribute Attitude Models Provides Little Indication of How Easily an Attitude Might be Changed Provides Little Guidance of How to Change Attitudes (although Aad model may)

Attitude Models (Cont’d) Attitude Toward the Ad Model AO= W1 [Sum bi(ei)] + W2 [Aad ] Where: AO = Attitude toward an object O bi = belief about O regarding attribute I ei = evaluation of the importance of attribute i Aad = Attitude toward an Ad W = weight of component i

Attitude Models Determination of Weights Use of Elaboration Likelihood Model High AMI -- both central [bi(ei)] and peripheral [Aad] factors influence brand attitudes Low AMI -- only peripheral [Aad] factors influence brand attitudes Implications Central -- Strength of Message Peripheral – Spokesperson, Music, Attractive Models, Humor

Attitudes and Involvement A Summary High Involvement Consumers Information Processors Attitude Formation & Change via the Central Route Mutli-Attribute Models are very applicable (Beliefs precede Attitudes) Attitude is held with greater certainty, it is resistant to change

Attitudes and Involvement A Summary High Involvement Consumers (Cont.) Promotions should attempt to change beliefs about salient attributes Informative Print Media Brand Loyalty involves commitment; it is real and true

Attitudes and Involvement A Summary Low Involvement Consumers Passive Learners Attitude Formation & Change via the Peripheral Route Multi-Attribute Models are not very applicable Attitude is held with less certainty, it may be easily changed

Attitudes and Involvement A Summary Low Involvement Consumers (Cont.) Promotion should attempt to link peripheral issues to the brand or perhaps induce trial Little Information Broadcast Media Endorsers, Music, Execution Cues Dominate Feature Coupons or other price promotions In-store Promotion is important Brand Loyalty is spurious