Title: Chapter 11 Attitudes and Influencing Attitudes
1Chapter 11Attitudes andInfluencing Attitudes
2Attitudes
- 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
3Attitudes
- 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
4Attitude Components and Manifestations
Initiator Component Component manifestation Attitu
de
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5Cognitive 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.
6Attitude Component Consistency
Affective component(feelings)
Cognitive component(beliefs)
Overall attitude
Behavioral component(response tendencies)
- The McGraw-Hill Companies, Inc., 1998
7Measuring 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
8Measuring 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
9Measuring 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
10Attitude 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
11Attitude 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
12Attitude 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
13Attitude 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
14Matching Endorser with Product and Target
Audience
- The McGraw-Hill Companies, Inc., 1998
15Source Characteristics
- Source credibility
- trustworthiness
- expertise
- Celebrity sources
- more attention
- more credible
- modeling
- match image
- Spokes-characters (brand characters)
16Appeal 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
17Appeal 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