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Chapter 11 Attitudes and Influencing Attitudes

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Title: Consumer Behavior/Building Mktg Strategy Subject: Chapter 12 - Presentation Author: Linda Crane Productions Keywords: Hawkins, Best, Coney Description – PowerPoint PPT presentation

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Title: Chapter 11 Attitudes and Influencing Attitudes


1
Chapter 11Attitudes andInfluencing 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
  • Ones attitudes is comprised of three components
  • Affective
  • Behavioral
  • Cognitive

4
Attitude Components and Manifestations
Initiator Component Component manifestation Attitu
de
  • The McGraw-Hill Companies, Inc., 1998

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
    consumers 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 buythe 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)
Overall attitude change
Increased affective response (liking) toward
product
Increased positive beliefs
Behavior (purchase)
Behavior (purchase)
Increased positive beliefs
  • The McGraw-Hill Companies, Inc., 1998

12
Attitude Change StrategyFocusing on Behavior
Marketing or situational stimuli (free sample,
guests)
Overall attitude change
Behavior (purchase, consumption)
Increased affect (liking)
Increased positive beliefs
Increased positive beliefs
Increased affect (liking)
  • The McGraw-Hill Companies, Inc., 1998

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

14
Matching Endorser with Product and Target
Audience
  • 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. He
    thinks to himself, I may not make a huge income,
    but I can still afford the payments on this
    luxury car. Toms 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
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