1. Attitudes and Influencing Attitudes
CHAPTER ELEVEN
Attitudes and Influencing Attitudes

2. Attitude Components and Manifestations
11-1
Initiator Component Component manifestation Attitude
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

3. Attitude Component Consistency
11-2
Affective component (feelings)
Cognitive component (beliefs)
Overall
attitude
Behavioral component (response tendencies)

4. Schematic Diagram of Ajzen & Fishbein’s (1980) theory of reasoned action
11-3
1) Beliefs that the behavior leads to
certain outcomes and
2) My evaluation of those outcomes
1) Beliefs that specific referents
think I should or should not
perform the behavior and
2) Motivation to comply w/those
referents
Attitude toward the
Behavior
Subjective Norm
Intention
AttBehavior
Subjective
Norm
Perceived
Behavioral
control
Intention
Behavior
Theory of Planned Behavior

5. ELABORATION LIKELIHOOD MODEL
11-4
Exposure to marketing message
High involvement with product, message, or decision
Low involvement with product, message, or decision
Strong attention focused on central, product- related features and factual information
Limited attention focused on peripheral, nonproduct features and feelings
Conscious thoughts about product attributes and use outcomes; considerable elaborative activities
Low or nonconscious information processing; few or no elaborative activities
Persuasion generally alters product beliefs, which influence brand attitude which influences purchase intentions
Persuasion operates through classical conditioning. Affect change, attitude toward the ad, and nonconscious belief changes led to a behavioral and attitude change

6. Attitude Change Strategy Focusing on Cognitions
11-5
Marketing stimuli
(advertisement, package)
Cognitions (beliefs)
Increased affect (liking)
Behavior (purchase)
Overall attitude change
Behavior (purchase)
Increased affect (liking)

7. Attitude Change Strategy Focusing on Affect
11-6
Positive marketing stimuli
(ad, package)
Increased affective response (liking) toward product
Overall attitude change
Increased positive beliefs
Behavior (purchase)
Behavior (purchase)
Increased positive beliefs

8. Matching Endorser with Product and Target Audience
11-7
Target audience
actual or ideal self-concept
Image of the
product
endorser

9. Attitude Change Strategy Focusing on Behavior
11-8
Marketing or situational stimuli
(free sample, guests)
Behavior (purchase, consumption)
Increased affect (liking)
Increased positive beliefs
Overall attitude change
Increased positive beliefs
Increased affect (liking)

10. Measuring Attitude Components
11-9
Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)
Diet Coke
Strong taste ____ ____ ____ ____ ____ ____ ____ Mild taste
Low priced ____ ____ ____ ____ ____ ____ ____ High priced
Caffeine free ____ ____ ____ ____ ____ ____ ____ High in caffeine
Distinctive in ____ ____ ____ ____ ____ ____ ____ Similar in taste to taste most

11. Measuring Attitude Components
11-9 (II)
Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales)
Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree
I like the taste of Diet ____ ____ ____ ____ ____ Coke.
Diet Coke is overpriced. ____ ____ ____ ____ ____
Caffeine is bad for your ____ ____ ____ ____ ____ health.
I like Diet Coke. ____ ____ ____ ____ ____

12. Measuring Attitude Components
11-9 (III)
Behavioral Component (Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks.
What is the likelihood you will buy Diet Coke the  Definitely will buy the next time you purchase a soft drink?  Probably will buy
 Might buy
 Probably will not buy
 Definitely will not buy