Attitudes

1
Attitudes

• An attitude is a predisposition to act or feel a
  certain way towards a person or thing.

2
Attitudes
Situation

• have an emotional charge or
• occur within a situation
• can not be measured directly
• self reporting or inference
• are learned
• not temporary - more or less enduring

Attitude
3
Attitudes are learned

• In the absence of existing attitude we are open
  to suggestion

Something (object of attitude)
Positive result Goal achievement

Formation of a attitude
4
Communicator effect

• highly respected source helps formation of an
  attitude
• an inept attempt to teach an attitude can lead to
  a negative reaction eg. anti drug ads

5
Attitude stability depends on

• how closely it's linked with other attitudes
• knowledge - cognitive aspect
• degree of liking/disliking - affective aspect

6
Peanut butter example

• Cognitive (Knowledge)
• larger jar for the money
• less oil on top
• creamier and easier to spread
• Affective (Emotional)
• pretty label
• I like those teddy bear presenters
• 2 component model sum of cognitive X affective
  leading to a goal

7
Attitudes can be formed to preserve balance in
our self image

• Have to fit with other attitudes, values,
  information accepted, what we do
• Changes in these may cause a readjustment of an
  attitude
• eg. Johnny Cash for Ripple Wine
• Billy Jean King for sports clothes

Knowledge
Opinion
Attitudes
Values
8
Attitude to object vs attitude to a behaviour

• The attitude-toward-object model
• Attitude is function of evaluation of product
  -specific beliefs and evaluations
• The attitude-toward-behavior model
• Is the attitude toward behaving or acting with
  respect to an object, rather than the attitude
  toward the object itself
• Object Rolls Royce car
• Behaviour purchasing a Rolls Royce

9
Tricomponent Attitude Model (ABC)

• Affect (How I feel about it)plus
• Behavioural tendency (Conative), plus
• Cognitions (what I think or know) about likely
  consequences of behaviour

Behaviour CONATIVE
AFFECTIVE (Feeling)
COGNITIVE Knowledge
10
Measurement

• Observation - difficult time consuming
• Qualitative
• pinpoint importnat attributes issues
• provide direction for further research
• Self reporting scales
• Likert - degree of agreement with a statement
• Semantic differential - opposite adjectives
• Rank order scale
• Constant sum scale

11
Attitude Profiling

• Single component
• One dimensional based on feelings
• Healthy vs unhealthy breakfast
• Popular in commercial market research
• Could be a lot more specific
• Multi attribute methods
• What are key ATTRIBUTES used to judge something
• Rate the brands on these attributes
• How important is each attribute?

12
Multiattribute model

• This college has great facilities
• Disagree ______________ Agree
• strongly 1 2 3 4 5 6 7 strongly
• Teachers at this college are highly professional
• Disagree ______________ Agree
• strongly 1 2 3 4 5 6 7 strongly
• Courses are recognised by employers
• Disagree ______________ Agree
• strongly 1 2 4 5 6 7 strongly
• College is easy to get to
• Disagree ______________ Agree
• Strongly 1 2 3 4 5 6 7 strongly

13
Snake diagrams

• Fishbein type models SUM of Score X Importance on
  all attributes

14
Attitude change strategies

• Changing the Basic Motivational Function
• Associating the Product With an Admired Group or
  Event
• Resolving Two Conflicting Attitudes
• Altering Components of the Multiattribute Model
• Changing Beliefs About Competitors Brands

15
Four Basic Attitude Functions

• utilitarian
• what it will do for you
• ego defensive function
• helps protect customer self image
• value expressive
• reflects customers general values, lifestyle or
  attitude
• knowledge
• cater to customer need to know

16
Associate with a special group, event or cause

• eg. famous people who attended TAFE
• associate with Football, Olympics, etc.
• Relating two conflicting attitudes
• eg Do you want a status course or a job

17
Alter components of the multi attribute model

• change the evaluation of attributes
• eg. you'll get a job with TAFE
• changing broad beliefs
• eg. TAFE is more than this is how we hold the
  drill
• adding a new attribute
• eg social activities
• change the overall brand rating
• eg the one personnel companies go to first
• 5. Change beliefs about competing brands