Chapter 7 Attitudes

The Power of Attitudes Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object (AO) Help to determine a number of preferences and actions

Functional Theory of Attitudes Katz: attitudes exist because they serve some adaptive function UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning

Functional Theory of Attitudes (cont.) Example: study of football fans identified three clusters: Cluster Sports Marketer’s Strategy Die-hard team fans Provide greater sports knowledge Relate attendance to personal values Those who enjoy cheering for winning team Publicize aspects of visiting teams, such as sports stars Those who look for camaraderie Provide improved peripheral benefits (e.g., improved parking)

ABC Model of Attitudes Attitude has three components: Affect: the way a consumer feels about an attitude object. Behavior: person’s intentions or actual behavior with regard to an attitude object. Cognition: beliefs a consumer has about an attitude object.

Hierarchies of Effects Impact/importance of attitude components depends on consumer’s motivation toward attitude object

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 versus independence hypothesis

Attitude Commitment Degree of commitment is related to level of involvement with attitude object INTERNALIZATION Highest level: deep-seeded attitudes become part of consumer’s value system IDENTIFICATION Mid-level: attitudes formed in order to conform to another person or group COMPLIANCE Lowest level: consumer forms attitude because it gains rewards or avoids punishments

Cognitive Dissonance and Harmony Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance” Example: Two cognitive elements about smoking: “I know smoking causes cancer” “I smoke cigarettes” Consumer will resolve the dissonance by either disregarding the health consequences or by not smoking (i.e. changing attitude or behavior)

Self-Perception Theory Self-perception theory: we use observations of our own behavior to determine what our attitudes are. FOOT-IN-THE-DOOR TECHNIQUE Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly. DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he refuses), then asked to do something smaller.

Social Judgment Theory 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 Relationships and Political Candidates

Balance Theory Balance theory: considers relations among elements a consumer might perceive as belonging together Involves triad attitude structures Attitudes can be positive or negative Consumers strive for balanced/harmonious triad arrangements

Restoring Balance in a Triad Alex wants to date Larry; Alex has positive attitude toward Larry Larry wears earring; Larry has positive attitude toward earring Alex doesn’t like men who wear earrings; has negative attitude toward earrings

Multi-Attribute Attitude Models Multi-attribute models: consumer’s attitudes toward an attitude object depends on beliefs she has about the attributes of the object Three elements Attributes of AO (e.g., college) Example: scholarly reputation Beliefs about AO Example: University of North Carolina is strong academically Importance weights Example: values academics over athletics

Fishbein Model Ajk = ΣβijkIik i = attribute, j = brand, k = consumer Βijk = belief regarding the extent to which brand j possesses attribute i Iik = importance weight consumer k places on attribute i Overall Attitude Score toward brand = Sum of (consumer’s rating of each attribute for the brand) x (importance rating for that attribute)

Saundra’s College Decision Attribute Beliefs (β) Importance (I) Smith Princeton Rutgers Northland Academic reputation 6 8 9 3 All women 7 Cost 4 2 Proximity to home Athletics 1 5 Party atmosphere Library facilities Attitude Score 163 142 153 131

Extended Fishbein Model Theory of reasoned action: considers other elements of predicting behavior Intentions versus behavior: measure behavioral intentions, not just behavior Social pressure: acknowledges the power of other people in purchasing decision Attitude toward buying: measure attitude toward the act of buying, not just attitude towards the product

Theory of Trying Theory of trying: measures the reasoned action consumers take to reach a goal

Theory of Trying: Example of Consumer Trying to Lose Weight Past frequency: How many times did he try to lose weight? Recency: Did he try in the past week? Beliefs: Does he believe he’d be healthier? Evaluation of consequences: Does he believe his girlfriend would be happier if he loses weight? Process: Does he believe the diet will make him feel depressed? Expectations of success and failure: Does he believe he will succeed with the diet? Subjective norms toward trying: Does he believe loved ones would approve of his efforts to lose weight?