1. Chapter 11 Attitudes and Influencing Attitudes

2. Attitudes
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to an aspect of our environment.
An attitude is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.
Attitudes:
are learned; based on experience
are predispositions; exist in the mind
cause consistent response; precede and produce behavior

3. Attitudes Attitudes can be used to predict behavior.
Behavior can be used to infer the underlying attitudes.
Attitudes serve four functions:
Utilitarian
Ego-defensive
Knowledge
Value-expressive
One’s attitudes is comprised of three components:
Affective
Behavioral
Cognitive

4. Attitude Components and Manifestations
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
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5. Cognitive Component
Multiattribute model is a summation of consumers’ beliefs about product performance on different attributes.
The model may include the importance weights attached to each attribute.
The model may also include the difference between the beliefs about product performance and the consumer’s ideal level of performance on each attribute.

6. Attitude Component Consistency
Affective component (feelings)
Cognitive component (beliefs)
Overall
attitude
Behavioral component (response tendencies)
The McGraw-Hill Companies, Inc., 1998

7. Measuring Attitude Components
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
The McGraw-Hill Companies, Inc., 1998

8. Measuring Attitude Components
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. —— —— —— —— ——
The McGraw-Hill Companies, Inc., 1998

9. Measuring Attitude Components
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
The McGraw-Hill Companies, Inc., 1998

10. Attitude Change Strategies
Change the affective component :
classical conditioning
affect towards the ad
mere exposure
Change the behavioral component
operant conditioning
Change the cognitive component
change beliefs
shift importance
add beliefs
change ideal

11. Attitude Change Strategy Focusing on Affect
Positive marketing stimuli
(ad, package)
Increased affective response (liking) toward product
Overall attitude change
Increased positive beliefs
Behavior (purchase)
Behavior (purchase)
Increased positive beliefs
The McGraw-Hill Companies, Inc., 1998

12. Attitude Change Strategy Focusing on Behavior
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)
The McGraw-Hill Companies, Inc., 1998

13. Attitude Change Strategy Focusing on Cognitions
Marketing stimuli
(advertisement, package)
Cognitions (beliefs)
Increased affect (liking)
Behavior (purchase)
Overall attitude change
Behavior (purchase)
Increased affect (liking)
The McGraw-Hill Companies, Inc., 1998

14. Matching Endorser with Product and Target Audience
actual or ideal self-concept
Image of the
product
endorser
The McGraw-Hill Companies, Inc., 1998

15. Source Characteristics
Source credibility
trustworthiness
expertise
Celebrity sources
more attention
more credible
modeling
match image
Spokes-characters (brand characters)

16. Appeal Characteristics
Fear appeals
level of fear must not be too high
criticized as unethical.
Humorous appeals
attention
increases liking
relate to message or product
does not distract

17. Appeal Characteristics
Comparative ads
new brands and product positioning
extent of brand loyalty
few attributes
print media
Emotional appeals
Value expressive versus Utilitarian Appeals
One-sided versus Two sided messages

18. Tom is considering the purchase of a new car
Tom is considering the purchase of a new car. He thinks to himself, “I may not make a huge income, but I can still afford the payments on this luxury car.” Tom’s attitude is serving which function?
Utilitarian
Ego-defensive
Knowledge
Value-expressive
Time-value

19. Joan is evaluating brands of computers prior to making a purchase decision. When she thinks to herself, “Sun Microsystems have versatile connectivity” Joan is dealing with which component of her attitude toward this product?
Affective
Behavioral
Cognitive
Departmental
Ego-Defensive