1. Consumer Behavior MKTG 302-PSYC 335 Attitudes and attitude change
Prof. Dr. Zeynep Gürhan-Canlı

2. Attitudes
Relatively enduring overall evaluations of objects, products, services, issues, or people.

3. ABC Approach to Attitudes
Affect: “I really like my iPad.”
Behavior: “I always buy Apple products.”
Cognition: “My iPad helps me to study.”
©OLEKSIY MAKSYMENKO PHOTOGRAPHY/ALAMY

4. Exhibit 7.1 Functions of Consumer Attitudes

5. Exhibit 7.2 Hierarchy of Effects

6. Attitude-Toward-the-Object (ATO) Model
The ATO Model proposes that three key elements be assessed to understand and predict consumer behavior.
Consumer beliefs about salient attributes
Strength of the consumer belief
Evaluation of the attribute
ATO Formula:

7. Salient Beliefs and Attitude
All beliefs about Colgate
Salient beliefs about Colgate
Colgate has fluoride
Colgate is approved by the
American Dental Association
Colgate has mint flavor
Colgate comes in a gel
Colgate is made by Procter &
Gamble
Colgate has a red, white, and
blue package
Colgate prevents cavities
Colgate freshens breath
Colgate gets teeth clean
Colgate comes in tubes
Colgate comes in a pump
container
Colgate is more expensive than
store brands
Colgate is what my parents use
Colgate has a tartar-control
formula
Colgate has fluoride
Colgate has mint flavor
Colgate comes in a gel
Colgate comes in a pump
container
Colgate has a tartar-control
formula
Attitude toward Colgate

8. Multi-attribute Attitude Model
No caffeine
b1 = 10
e1 = +3
Sprite
b2 = 5
All natural ingredients
Ao = 27
e2 = +1
b3 = 8
Lemon-lime flavor
A = attitude toward the object
b = the strength of the belief that the object has attribute i
e = the evaluation of attribute i
n = the number of salient beliefs about the object
e3 = -1

9. Multi-attribute Attitude Model
No calories
b1 = 7
e1 = +2
Diet Pepsi
b2 = 6
Caffeine
e2 = -3
Ao = 6
b3 = 10
Cola flavor
e3 = +1
A = attitude toward the object
b = the strength of the belief that the object has attribute i
e = the evaluation of attribute i
n = the number of salient beliefs about the object

10. Exhibit 7.4 Behavioral Intentions Model

11. Factors That Weaken Attitude-Behavior Relationship
Time
Specificity of attitude measured
Environment
Impulse situations

12. Refers to specific attempts to change attitudes. Techniques:
Persuasion
Refers to specific attempts to change attitudes.
Techniques:
ATO approach
Behavioral influence approach
Changing Schema-Based Affect
Elaboration Likelihood Model
Balance Theory approach
Social Judgment Theory approach

13. Attitude-Toward-the-Object Approach
Change beliefs
Add beliefs about new attributes
Change evaluations

14. Changing Schema-Based Affect
Schemas change affective and emotional meanings. If the affect of the schema can be changed, then the attitude toward the brand or product should change as well.

15. Exhibit 7.5 The Elaboration Likelihood Model

16. Exhibit 7.6 Balance Theory

17. Exhibit 7.7 Social Judgment Theory

18. Message and Source Effects and Persuasion
Message Effects
The appeal of a message and its construction.
Source Effects
Characteristics of the person or character delivering a message.

19. Exhibit 7.8 Basic Communication Model

20. Exhibit 7.9: Communication in a Computer-Mediated Environment
Source: Adapted from: Hoffman, Donna L., and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (3), 50–68.

21. Message Appeal and Construction
Sex
Humor
Fear
Message construction
Conclusion presentation
Comparative strategy
Message complexity
©2010 THE CLOROX PET PRODUCTS COMPANY. REPRINTED WITH PERMISSION. FRESH STEP® IS A REGISTERED TRADEMARK OF THE CLOROX PET PRODUCTS COMPANY. USED WITH PERMISSION

22. Source Effects Credibility (expertise and trustworthiness)
Attractiveness
Likeability
Meaningfulness
Match-up hypothesis – a source feature is most effective when it is matched with relevant products.