1. Affect/ Conation Based on Enhance the emotional element
past emotional associations of product
emotional effect of beliefs
Enhance the emotional element

2. How do we research attitudes?
With great difficulty
In depth interviews
Focus groups
Questionnaires with scalar answers – Likert Scale

3. Problems in researching attitudes
Bias in responses

4. Measurement of Attitude Components
Beliefs
Semantic Differential Scales
Good Bad
Fast Slow
Reliable Unreliable
Feelings
Likert Scales (Strongly agree … Strongly Disagree)
“This product makes me happy.”

5. Measurement Behavioral Intention Rating of likelihood of purchase
May need projection if social desirability affects willingness to admit to product use

6. Attitude Change Strategies, Part I
Change Affect
Classical conditioning
“Pairing” the brand or product with desired stimulus—e.g., a car with a beautiful woman
Attitude toward the ad
A likable ad for a brand in a mundane product category—e.g.,
Energizer Bunny
Snuggles (fabric softener)
Mere exposure

7. Attitude Change Strategies II
Change behavior (e.g., sampling)
Attitudes are inferred from behavior (e.g., I buy the product  I must like it or It must be good)
Change Belief Component
Change existing beliefs
Difficult
Advertiser’s motives are suspect
Change importance of attributes
Add beliefs
Change ideal (fashion)

8. Adding Beliefs (True or Not): Examples
Brushing and flossing do not reach all areas of the mouth
People under stress need more vitamins
Baking soda will reduce odor of refrigerators
Using mobile phones causes brain damage.

9. REMINDER
Changing currently held beliefs tends to be difficult—people know the marketer has an ulterior motive
Adding new beliefs that are not inconsistent with what is already believed may be more effective
SHAPING