1. Attitudes & Intentions
Chapter 6:
Attitudes & Intentions

2. Attitude Is an overall evaluation of an object.
It is an affective response of low physiological arousal/intensity.
The object can be:
An ad
A product
A brand
A consumption situation
A spokesperson
An idea etc.

3. When Attitudes Play a Role
When they are accessible, i.e., the likelihood of their activation is high.
Accessibility depends on:
Self-relevance of attitude
Frequency of prior activation
The strength of association between the attitude concept and the attitude.

4. Measuring Attitudes McDonald’s French Fries
Extremely Unfavorable Extremely Favorable
Dislike Very Much Like Very Much
Very Bad Very Good
Attitudes are measured using “semantic differentials” – rating scales that are anchored by two opposing descriptions on either side of the scale.

5. Absolut vodka’s clever ads have created positive attitudes.

6. Another Absolut Ad

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

8. Variations in Level of Attitude Concept
Levels of attitude concept
Example – Fast Food
Product class
Fast-food restaurants
Product form
Pizza restaurants
Hamburger restaurants
Brand
McDonald’s
Burger King
Model
Elgin McDonald’s
McDonald’s at the Galleria
Brand/model/ general situation
Lunch mostly alone
Dinner with kids and family
Eating lunch with to get a quick bite between classes
Eating dinner with kids at the Galleria while shopping
Brand/model/ specific situation

9. Variations in Level of Attitude Concept
Levels of attitude concept
Example -- Coffee
Product class
Coffee
Product form
Instant
Fresh Ground Filtered
Brand
Taster’s Choice
Starbucks
Model
Gourmet Roast
100% Colombian
Brand/model/ general situation
At home
Away from home
Usually on a whim, often unplanned. “Sugar in the Raw” a must.
Brand/model/ specific situation
After lunch alone, watching TV, or with friends on weekends

10. Bristol Myers Squibb has built considerable brand equity – the overall evaluation of a brand in the market place.
Brand equity =
Reluctance to substitute
Repeat purchase
Differential demand elasticity (?)

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

12. Salient beliefs and Attitude
Has mint flavor
Has fluoride
Comes in a gel
Crest
Comes in a pump
Has a tartar-control
formula

13. Salient beliefs and Attitude
Freshens breath
Has mint flavor
Tastes good
Prevents cavities
Has fluoride
Comes in a gel
Has a red, white, and blue package
Is made by Procter & Gamble
Crest
Comes in a pump
Approved by the American Dental Association
No mess
Is what my parents use
Has a tartar-control
formula
Comes in tubes
Is more expensive than store brands
Gets teeth clean

14. Understanding Attitudes
Attitudes depend on two things:
The strength of salient beliefs
The evaluation of the salient beliefs

15. The Multi-attribute Model
It is a mathematical way of expressing the concept of attitudes.
Multiply the strength of each salient belief with the corresponding evaluation.
Add it all up. You now have a numerical representation of attitude.

16. Multi-attribute Attitude Model All natural ingredients
No caffeine
b1 = 10
e1 = +3
b2 = 5
7up
All natural ingredients
e2 = +1
b3 = 8
Ao = 27
Lemon-lime flavor
e3 = -1

17. Multi-attribute Attitude Model
No calories
b1 = 6
e1 = +2
Diet Pepsi
b2 = 6
Caffeine
e2 = -3
b3 = 10
Ao = 4
Cola flavor
e3 = +1

18. Changing Attitudes Increase strength of positive salient belief
Decrease strength of negative salient belief
Make a less-salient positive belief more salient
Improve the evaluation of strong salient belief
Changing negative to positive is hard.
Add a new salient belief that will be positively evaluated.

19. Measuring Evaluation Component
“Sodas that have no caffeine”
Very Bad Very Good
“Sodas with cola flavor”
Very Bad Very Good

20. Measuring Belief Component
“Diet Pepsi has no caffeine”
Strongly Disagree 1—2—3—4—5—6—7—8— Strongly Agree
“Diet Pepsi has cola flavor”
Strongly Disagree 1—2—3—4—5—6—7—8— Strongly Agree

21. Attitude – Behavior Link
Does a positive attitude mean favorable behavior.
No.
This relationship is examined in the Theory of Reasoned Action – a model of behavior that explains how attitudes link to behavior.

22. Beliefs, Attitude, and Behaviors
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
Attitude toward Pizza Hut Ao
Feedback

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

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

25. Factors that weaken the relationship between intention and behavior
Intervening Time
Different Levels of Specificity
Unforeseen Intermediate Consumption Events
Unforeseen Changes in Environmental Context
Degree of Voluntary Control
Instability of Intentions
New Information