1. 7 - 1 Chapter 7 Attitudes By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition

2. 7 - 2 The Power of Attitudes Attitude: –A lasting, general evaluation of people (including oneself), objects, advertisements, or issues –Anything toward which one has an attitude is called an object (A o ). –Attitudes are lasting because they tend to endure over time.

3. 7 - 3 The Functions of Attitudes Functional Theory of Attitudes: –Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives) (expect to deal with situation again = form att) Katz’s Attitude Functions –Utilitarian function (Pleasure + /Pain -) –Value-expressive function (we form att>prod what it says) –Ego-defensive function (1950 Housewives and instant coffee) –Knowledge function (need for order, structure, new product) Marketers emphasize the function a product serves for consumers

4. 7 - 4 Addressing Smoking Attitudes This Norwegian ad addresses young people’s smoking attitudes by arousing strong negative feelings. The ad reads (left panel) “Smokers are more sociable than others.” (Right panel): “While it lasts.”

5. 7 - 5 The ABC Model of Attitudes Three interrelated attitude components –Affect: The way a consumer feels about an attitude object –Behavior: Involves the person’s intentions to do something with regard to an attitude object –Cognition: The beliefs a consumer has about an attitude object Hierarchy of Effects: –Relative impact/importance of attitude components depends on consumer’s motivation toward attitude object –A fixed sequence of steps that occur en route to an attitude

6. 7 - 6 Three Hierarchies of Effects Figure 7.1

7. 7 - 7 Attitude Hierarchies The Standard Learning Hierarchy: –Consumer approaches a product decision as a problem-solving process The Low-Involvement Hierarchy: –Consumer does not have strong initial preference –Consumer acts on limited knowledge –Consumer forms an evaluation only after product trial –Involvement paradox: the less important products to consumers, the more important the marketing stimuli (package) The Experiential Hierarchy: –Consumers act on the basis of their emotional reactions (Consumers’ hedonic motivations and moods)

8. 7 - 8 Experiential Hierarchy Emotional Contagion: –Emotions expressed by the communicator of a marketing message affect the attitude toward the product Cognitive-Affective Model: –Argues that an affective judgment is the last step in a series of cognitive processes Independence Hypothesis: –Takes the position that affect and cognition involve two separate, independent systems

9. 7 - 9 Smith and Wollensky This ad for New York’s famous Smith & Wollensky restaurant emphasizes that marketers and others associated with a product or service are often more involved with it than are their consumers.

10. 7 - 10 Discussion Contrast the hierarchies of effects outlined in this chapter –How should marketers’ strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers? Contextual Marketing

11. 7 - 11 Product Attitudes Don’t Tell the Whole Story Attitude Toward the Advertisement (A ad ): –A predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion –A ad : attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context Ads Have Feelings Too: –Three emotional dimensions: Pleasure, arousal, and intimidation –Specific types of feelings that can be generated by an ad Upbeat feelings: Amused, delighted, playful Warm feelings: Affectionate, contemplative/ thoughtful, hopeful Negative feelings: Critical, defiant/challenging, offended

12. 7 - 12 Forming Attitudes Classical conditioning Instrumental conditioning Cognitive learning/modeling

13. 7 - 13 Forming Attitudes Not All Attitudes are Created Equal: –Levels of Commitment to an Attitude: The degree of commitment is related to the level of involvement with an attitude object Compliance (superficial) Identification (social consequences) Internalization (part of value system)

14. 7 - 14 Levels of Attitudinal Commitment By describing Cadillac as “my company,” the woman in this ad exhibits a high level of attitudinal commitment to her employer.

15. 7 - 15 Forming Attitudes –The Consistency Principle: Principle of Cognitive Consistency: Consumers value harmony among their thoughts, feelings or behaviors to be consistent with other experiences We will change components to make them consistent

16. 7 - 16 Forming Attitudes (cont.) Conflict of attitudes and behavior motivates us to reduce dissonance –We make them fit by eliminating, adding, or changing elements –Explains why evaluations of products increase after purchase Horse race experiment Marketers: post-purchase reinforcement

17. 7 - 17 Self-Perception Theory We use observations of our own behavior to determine what our attitudes are –We must have a positive attitude toward a product if we freely purchase it, right? –Low-involvement hierarchy –Foot-in-the-door technique –Low-ball technique –Door-in-the-face technique Foot-in-the-door technique: –Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request

18. 7 - 18 Social Judgment Theory Social Judgment Theory: –People assimilate new information about A o ’s based on what they already know or feel. –Initial attitude = frame of reference –Latitudes of acceptance and rejection : People differ in the information they find acceptable or unacceptable. Assimilation effect: Messages that fall within the latitude of acceptance tend to be seen as more consistent with one’s position than they actually are Contrast effect: Messages falling within the latitude of rejection tend to be seen as being farther from one’s position than they actually are –“Choosy mothers choose Jif peanut butter”

19. 7 - 19 Balance Theory Triad attitude structures –Person –Perception of attitude object –Perception of other person/object Perception can be positive or negative Balanced/harmonious triad elements –Unit relation: An element is seen as belonging to or being part of the other –Sentiment relation: Two elements are linked because one has expressed a preference for the other –Marketing Applications of Balance Theory Celebrity endorsements

20. 7 - 20 Alternative Routes to Restoring Balance in a Triad

21. 7 - 21 Consumer researchers understand that consumers like to “bask in the reflected glory” of successful college athletic programs by wearing merchandise adorned with logos like the ones on the right. How do the different attitude theories explain this consumer phenomenon? Discussion Question

22. 7 - 22 Attitude Models Attitude Models: –Specify the different elements that might work together to influence people’s evaluations of A o ’s Multiattribute Models: –Model that assumes a consumer’s A o will depend on the beliefs he or she has about several attributes toward the object Multiattribute Models Specify 3 Elements: –Attributes (Scholarly reputation) –Beliefs (GJU is strong academically) –Importance Weights (Stressing research opportunities over athletics)

23. 7 - 23 The Fishbein Model Most influential multi-attribute model Measures 3 components of attitude: –(1) Salient Beliefs –(2) Object-attribute linkages –(3) Evaluation Assumptions of the Fishbein Model: –Ability to specify all relevant choice attributes –Identification, weight, and summing of attributes Affect referral: –A process by which a consumer’s overall attitude is formed by an overall affective response

24. 7 - 24 The Fishbein Equation The Basic Formula: A ijk = Σβ ijk I ik –Where: i = attribute j = brand k = consumer I = the importance weight given attribute I by consumer k β = consumer k’s belief regarding the extent to which brand j possesses attribute I A = a particular consumer’s (k’s) attitude score for brand j Overall Attitude Score = (consumer’s rating of each attribute for all brands) x (importance rating for that attribute)

25. 7 - 25 The Basic Multiattribute Model

26. 7 - 26 Strategic Applications of the Multiattribute Model Capitalize on Relative Advantage –Stress the importance of an attribute Strengthen Perceived Product/Attribute Linkages –“New and improved” campaigns Add a New Attribute –To distinguish oneself from competitors Influence Competitors’ Ratings –“comparative advertising”,

27. 7 - 27 Using Attitudes to Predict Behavior In many cases, knowledge of a person’s attitude is not a very good predictor of behavior Questionable link between attitude and behavior –Consumers love a commercial, but don’t buy the product The Extended Fishbein Model –Called the Theory of Reasoned Action –Contains several important additions to the original, which improve its ability to predict behavior

28. 7 - 28 The Theory of Reasoned Action Intentions Versus Behavior Social Pressure: –Subjective Norm (SN) Normative Belief (NB): Belief that others believe an action should or should not be taken Motivation to Comply (MC): Degree to which consumers take into account anticipated reactions Attitude Toward Buying: –Attitude toward the act of buying (A act ): How someone feels about buying due to the perceived consequences of a purchase

29. 7 - 29 Obstacles to Predicting Behavior in the Theory of Reasoned Action Many researchers do not use Fishbein Model appropriately A few of the many obstacles (full list on pages 254-255): –Actual behavior vs. outcomes of behavior –Outcomes beyond consumer’s control –Voluntary vs. nonvoluntary acts across cultures –Relative impact of SNs vary across cultures

30. 7 - 30 Cultural Roadblocks to the Theory of Reasoned Action Roadblocks that diminish the universality of the theory –Model was designed to predict voluntary acts –The relative impact of subject norms varies across cultures –The model assumes that consumers are actively thinking ahead and planning behaviors –A consumer that forms an intention claims that he or she is in control of his or her actions

31. 7 - 31 Trying to Consume Theory of Trying to Consume –States that the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal Sample issues that might be addressed: –Past frequency –Recency –Beliefs –Evaluations of consequences –The process –Expectations of success and failure –Subjective norms toward trying

32. 7 - 32 Theory of Trying (TT) Figure 7.3

33. 7 - 33 Tracking Attitudes over Time Attitude-tracking program: –An single-attitude survey is a snapshot in time –A program allows researchers to analyze attitude trends during an extended period of time Ongoing Tracking Studies –Attitude tracking involves administration of a survey at regular intervals (e.g. Gallup Poll, Yankelovich Monitor) –This activity is valuable for making strategic decisions

34. 7 - 34 Attitude Changes over Time Changes to Look for over Time: –Changes in different age groups: Attitudes change with age Historical effects –Scenarios about the future: Consumers tracked in terms of future plans, confidence in economy, and so on –Identification of change agents: Social phenomena can alter people’s attitudes

35. 7 - 35 Changing Attitudes Figure 7.4 Percentage of 16- to 24-year-olds who agree “We must take radical action to cut down on how we use our cars.”

36. 7 - 36 Homework! Construct a multi-attribute model for a set of –local restaurants –Universities –Banks Based on your findings, suggest how managers can improve an establishment’s image via the strategies described in this chapter