Chapter 11: Attitudes & Intentions

Extremely Unfavorable Extremely Favorable McDonald’s French Fries Dislike Very Much Like Very Much Very Bad Very Good What is Attitude ?

Variations in Level of Attitude Concept Levels of attitude concept Examples Pizza restaurants Fast-food restaurants Burger King Hamburger restaurants Grant Street McDonald’s McDonald’s McDonald’s at Chester Mall Eating lunch with friends at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s after soccer game Eating dinner with kids at Grant Street McDonald’s for a birthday party Product class Product form Brand Model Brand/model/ general situation Brand/model/ specific situation

Role of Attitude in Consumer Decision Making Information in the environment Interpretation Exposure,attention, and comprehension Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior Consumer decision making Memory Product knowledge and involvement

How is Attitude Formed? 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 InitiatorComponentComponent manifestationAttitude

Attitude Component Consistency Cognitive component (beliefs) Affective component (feelings) Behavioral component (response tendencies) Overall attitude

6UP A o = 26 Lemon-lime flavor e 3 = -1 All natural ingredients e 2 = +1 No caffeine e 1 = +3 Multi-attribute Attitude Model b 2 = 5 b 1 = 10 b 3 = 8

Diet Pepsi A o = 6 Cola flavor e 3 = +1 Caffeine e 2 = -3 No calories e 1 = +2 Multi-attribute Attitude Model b 2 = 6 b 1 = 6 b 3 = 10

“Sodas that have no caffeine” “ Sodas with natural ingredients” Very Bad Very Good The e i Component

Belief-Oriented Attitude Change Strategies A o =  b i e i 1.Add a new salient belief, 2.Change the strength (b i ) of an existing salient belief, 3.Change the evaluation (e i ) of an existing salient belief, and 4.Make an existing belief more salient. i = 1 n

Attitude toward Pizza Hut A o Feedback Beliefs about Pizza Hut Behaviors toward Pizza Hut Has pan pizzas Has super supreme pizzas Has a salad bar Serves beer Is more expensive than Domino’s Has convenient location Has free parking Has pleasant employees Has nice atmosphere Go to Pizza Hut on Friday night Order a large pan pizza Complain to manager Ignore Pizza Hut ad on TV Use a Pizza Hut coupon for a free soft drink Recommend Pizza Hut to boss Read Pizza Hut menu Beliefs, Attitude, and Behaviors (cont.)

The Theory of Reasoned Action Attitude toward behavior B A act Beliefs that behavior B leads to salient consequences Beliefs that relevant others think I should perform the behavior B Motivation to comply with relevant others Relative weighting for importance Intention to perform behavior B Behavior B Evaluation of salient consequences Subjective norm about behavior B SN

Behavioral Intention Rating Scale Extremely unlikely Extremely likely “All things considered, how likely are you to use newspaper coupons when buying groceries this week or next?

Moderately priced (+) Ordinary (-) Well built (+) Dependable (+) Easily serviced (+) Gives me a mode of transportation (+) Will put me in financial difficulty (-) Will lead to high upkeep costs (-) Will cost more now than later (-) Will lead to high insurance rates (-) Chevrolet (A o ) Buying a Chevrolet Next Week (A o ) Salient Beliefs Versus Consequences of Action