Attitudes and Intentions

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Attitudes and Intentions

• Alternative Definitions
• An enduring organization of motivational,
  emotional, perceptual, and cognitive processes
  with respect to some aspect of our environment.
• A predisposition to respond in a consistently
  favorable or unfavorable manner.
• An individuals overall evaluation of a person,
  action, concept, or object.
• Beliefs Attitudes Intentions Behavior

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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
Pizza restaurants
Product form
Hamburger restaurants
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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
Pizza restaurants
Product form
Hamburger restaurants
Burger King
McDonalds
Brand
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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
Pizza restaurants
Product form
Hamburger restaurants
Burger King
McDonalds
Brand
Grant Street McDonalds
Model
McDonalds at Chester Mall
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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
Pizza restaurants
Product form
Hamburger restaurants
Burger King
McDonalds
Brand
Grant Street McDonalds
Model
McDonalds at Chester Mall
Eating lunch with friends at Grant Street
McDonalds
Eating dinner with kids at Grant Street McDonalds
Brand/model/ general situation
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Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
Pizza restaurants
Product form
Hamburger restaurants
Burger King
McDonalds
Brand
Grant Street McDonalds
Model
McDonalds at Chester Mall
Eating lunch with friends at Grant Street
McDonalds
Eating dinner with kids at Grant Street McDonalds
Brand/model/ general situation
Eating dinner with kids at Grant Street
McDonalds after soccer game
Eating dinner with kids at Grant Street
McDonalds for a birthday party
Brand/model/ specific situation
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Attitude Components
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Examples of Components

• Cognitive Component -
• Affective Component -
• Behavioral Component -

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Cognitive Consistency

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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 taste to most

• The McGraw-Hill Companies, Inc., 1998

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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.

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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 ?
  Definitely will buy next time you purchase a soft
  drink? ? Probably will buy
• ? Might buy
• ? Probably will
• not buy
• ? Definitely will
• not buy

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Difficulty in Measuring Attitudes

• A favorable attitude requires a need or motive
  before it can be translated into action.
• Purchasing often involves tradeoffs both within
  and between product categories,
• We measure individual attitudes,
• It is difficult to measure all of the relevant
  aspects of an attitude.
• Consumers may be unwilling or unable to
  articulate components.
• Our measurement

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Two Primary Models Explaining Attitude Formation
and Change

• Multi-Attribute Model
• Elaboration Likelihood Model

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Multi-Attribute Model

• The model is built on three components
• The number of Salient Beliefs that a consumer
  holds about the object. While we may acquire a
  large amount of knowledge about particular
  products or objects, we can only consider a
  limited set of those attributes at a time.
• The selected set of beliefs which we use to
  evaluate like objects is the salient belief set.
• b. The Strength of the belief that an object has
  a particular attribute.
• c. The Importance weight attached to a particular
  attribute.

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Salient beliefs and Attitude
Salient beliefs about Crest
All beliefs about Crest

• Crest has fluoride
• Crest is approved by the
• American Dental Association
• Crest has mint flavor
• Crest comes in a gel
• Crest has a red, white, and
• blue package
• Crest prevents cavities
• Crest freshens breath
• 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

Attitude toward Crest
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Multi-Attribute Formula

• Ao ? XiWi
• Where,
• Ao is the attitude toward an object
• Xi is the consumers belief about the brands
  performance on attribute i.
• Wi is the importance the consumer attaches to
  attribute i.

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Multi-attribute Attitude Model
No caffeine
b1 10
e1 3
b2 5
7UP
All natural ingredients
Ao 27
e2 1
b3 8
Lemon-lime flavor
e3 -1
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Multi-attribute Attitude Model
No calories
b1 7
e1 2
Diet Coke
b2 6
Caffeine
e2 -3
Ao 6
b3 10
Cola flavor
e3 1
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Attitude Change Strategies

• Change the Cognitive Component
• Change the Affective Component
• Change the Behavioral Component

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Elaboration Likelihood Model

• Model outlining two main routes to persuasion
• Central Route
• Peripheral Route
• Central route produces enduring change and is
  predictive of behavior.
• Peripheral route is temporary.

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The Elaboration Likelihood Model
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Central Route Advertisement
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Peripheral Ads
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Communication Characteristics Influencing
Attitudes

• Source
• Source Credibility Trustworthiness, Expertise
• Celebrity Sources - Congruence
• Appeal
• Fear (central), Humor (peripheral), Emotional
• Comparative Ads
• Message Structure Characteristics
• One-Sided vs. Two-Sided (better for changing )
• Framing Positive (98 fat free) versus Negative
  (2 percent fat)
• Nonverbal Components