1. ATTITUDES: FORMING AND CHANGING ATTITUDES

2. I don’t like your attitude, Don’t give me this attitude Attitude = Altitude Happy hours in a bar: An attitude adjustment period. What is your attitude toward drinking alcohol?

3. Attitudes: Definitions… “Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way.” Any neutral attitude? “Attitudes are lasting, general evaluations of people, products, advertisements or issues (Attitude object)” Are all positive attitudes similar? INTENSITY DIFFERENCES NO ATTITUDES (VALENCE)

4. Are Attitudes Important for Marketers ? Mainly important for 2 reasons… Important role in explaining and predicting behavior toward products and services. Attitudes are closely related to behavioral intention. Attitude toward a product may also help to evaluate responsiveness to communication from the company. responsiveness to communication from the company.

5. Functions of Attitudes (Katz) Utilitarian function: support in decision making. Value-expressive function: what does the attitude say about me. Ego-defensive function: strengthen self aspects. Knowledge function: fullfill need for order, structure or meaning

6. Favorability Accessibility Strength/confidence Persistence Resistance to attack “I like it a lot.” “I can remember my attitude toward it.” “I’m sure I like it.” “I’ve liked it for a long time and will continue to like it.” “I’ll like it no matter what anyone says about it.” THE LINGOSAY WHAT?? Attitudes Vary Along a Number of Dimensions

7. Attitude toward the object: How much do you like/dislike IBM computers? Like very much 1 2 3 4 5 Dislike very much Preference: Compared to Apple personal computers, how much do you like IBM personal computers? Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)

8. Attitudes Components Cognitive Based on the knowledge the person has about the attitude object. Affective Based on the feelings regarding the attitude object. Behavioral Based on the behavioral tendencies toward the attitude object. What about attitudes formation?

9. Dhl, For Shipping A Business’s Small Packages Attitude Component Shopping For Airline Tickets On The Internet DHL is very reliable in its service. DHL is more economical than other package carrier services. DHL is able to customize its service to my shipping needs. Cognitions or Beliefs For my airline tickets, shopping on the internet is very convenient. You can find the cheapest fares by shopping on the internet. Internet based travel agents do not offer you a comprehensive set of airline and flight options. When I ship by DHL, I feel secure. I am very happy to be suing DHL for my shipping needs. I don’t care if DHL goes out of business. Affect or Feelings Shopping on the Internet is: (please circle as many as apply) Totally coolBoringConfusing A pain in the neckEnjoyableTerrible I use DHL for my shipping more than I use other carriers. I am often recommending DHL to other business associates. I am looking for alternative carriers. Conations or Actions I have used Internet for my travel airline tickets recently. I often search Internet for planning my travel itinerary. Attitude Object

10. Cognitive Component Affective Component Behavioral Component Tridimensional Approach Attitude

11. Belief Affect Unidimensional approach or Hierarchy of effects Behavioral Intention Attitude

12. Hierarchy of Effects.

13. High- and Low-Involvement Information-Processing Modes Central processing route – The customer attends to and scrutinizes message content actively and thoughtfully Peripheral processing route – The consumer attends to the message only cursorily, and tends to make quick inferences by simply looking at the elements in the ad

14. Exhibit 6.2: General Approaches to Attitude Formation and Change

15. Attitudes Formation Key Aspect: The Consistency principle Cognitive dissonance theory (opposed cognitive information, eliminate, add or distort) Self-perception Theory (maintain equilibrium, low implication, use my behavior to assess my attitude) Social Judgment Theory (maintain equilibrium in reference to a framework, latitude of acceptation, assimilation-contrast) Balance Theory (balanced triads)

17. The Role of Beliefs in Attitude Formation The Fishbein Model Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributesset of beliefs

18. The Role of Beliefs in Attitude Formation The Fishbein Model n A o = Σ b i I i i =1 A o = attitude toward object b i = strength of the belief that object has attribute i I i = Importance of attribute i n = number of salient or important attributes

19. USD

20. Attitude Model Strategic Application of multiattribute model Capitalize on relative Advantage.Strengthen Perceived Product/Attribute LinkagesAdd a new attributeInfluence competitors’ ratings

21. Communicating the Presence of Desirable Attributes

22. Communicating the Absence of Undesirable Attributes

23. Exhibit 6.4: Expectancy-Valued model: The Theory of Reasoned Action

24. How Cognitively Based Attitudes are Influenced The Message – Argument Quality Strong Arguments – One- Versus Two-Sided Messages One-Sided Messages Two-Sided Messages – Comparative Messages

25. How Cognitively Based Attitudes are Influenced Communication Source – Spokesperson Credibility Credibility – Company Reputation

26. Celebrity Effectiveness Depends on Credibility – Trustworthiness – Expertise – Status / Prestige The higher the credibility, the greater the attitude change (especially with opposed consumer) Less impact on more knowledgeable consumers

27. Celebrity Problems Overexposure – When celebrity endorses too many products (reduces effectiveness) Celebrity Behavior – Madonna, Mike Tyson, Michael Jackson

28. Cognitive Bases of Attitudes When Consumer Effort Is Low Simple Inferences Heuristics Frequency Heuristic

29. The Affective (Emotional) Foundations of Attitudes Affective Involvement Affective Responses Emotional Appeals

30. How Affectively Based Attitudes Are Influenced The Source – Attractiveness – Match-up Hypothesis The Message – Emotional Appeals – Fear Appeals

31. Affective Bases of Attitudes When Consumer Effort Is Low The Mere Exposure Effect – Wearout Classical Conditioning

32. High Involvement Low Involvement CognitionAffect Commercial and Attitudes: 1-2-3-4-5-6-7-8-9-10-11 1234567891011 1234567891011