1. Attitudes and Attributes
Week 3 Lesson 3b

2. What is attitude?
An attitude is ???

3. Attitudes―components
BELIEFS
AFFECT
(FEELING)
BEHAVIORAL
INTENTIONS

4. Why do we research attitudes?
An attitude is an indication of how consumers may behave?
May = not 100% certain
Some circumstances may change between the research and the action – decision to purchase

5. Evaluation Type
Compensatory: Decision based on overall value of alternatives (good attribute can outweigh bad ones)
Non-compensatory: Absolutely must meet at least one important criterion (e.g., car must have automatic transmission)
Hybrid: Combination of the two (e.g., one non-compensatory measure, then compensatory tradeoffs on other attributes
Abandoned strategy: Consumer finds initial criteria unrealistic and proceeds to less desirable solution
IMPORTANT
LESS
IMPORTANT

6. Heuristics—Low Involvement Decision Rules
If either Coke or Pepsi is on sale, buy that brand; otherwise, buy Coke
The larger the navels, the better the orange
The larger package is likely to offer a lower unit price (not true in reality)

7. Attitude Components Beliefs Affect Behavioral Intentions
Can be positive, negative, or neutral
May or may not be accurate
May contradict other beliefs held by the other person
Affect
May be positive or negative
May take on specific dimension (e.g., pleasure, disgust)
Behavioral Intentions
An individual’s plan or expectations of what he or she will do
May appear inconsistent with beliefs
May not predict well what the individual will do in reality

8. Generating Beliefs Through Advertising
Statements must be
Perceived
Comprehended
Remembered
Believed (at least in part)

9. What is an attribute?

10. Multiattribute Models of Attitude
Attitude computed as a function of multiple attributes weighted for importance:
Ab= attitude toward brand b
Wi: weight of attribute I
Xib: belief about brand b’s performance on attribute I
Model assumes rationality
Calculations will not be required on the exam. You should know conceptually what this involves conceptually—i.e., weighing importance and intensity of feeling.

11. Multi attribute Models of Attitude Example
Digital SLR Cameras – simplified for a novel purchaser.
Apple X Iphone
Attempt to give weightings to each attribute
Make a list of all the attributes of this type of phone
Use the article to draw up a table of attributes by brand

12. Multiattribute Models
Caveats
Different segments exist that will weight factors differently—thus, overall averages can be misleading. Separate analyses should be done for different segments of interest. (Segments can be identified by certain statistical techniques).
Individual differences exist in scale intensity—for some, it is much “easier” to be extremely good or extremely bad.
Prior research may be needed to identify issues (dimensions) to be weighted.
Some factors may be intangible—What are the substantive differences between Windows and Apple computers?
Non-compensatory factors—“must-haves”—may determine final result.
Applications
Determining
Overall performance
Areas of strength and weakness
Comparison to competitors
Overall
REMINDER:
PERCEPTIONS ARE NOT NECESSARILY ACCURATE. We are looking to work with what consumers believe.

13. Belief Cognition Change people’s understanding More Information
Use of Opinion Leaders Experts. Men in white coats.
Challenge beliefs
BUT often deeply held.

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

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

16. Problems in researching attitudes
Bias in responses

17. 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.”

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

19. 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

20. 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)

21. 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.

22. 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