LA MODLISATION DU COMPORTEMENT DU CONSOMMATEUR

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ATTITUDES FORMING AND CHANGING ATTITUDES
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Attitudes Definitions
Attitudes are learned predispositions to respond
to an object or class of objects in a
consistently favorable or unfavorable way.
Attitudes are lasting , general evaluations of
people, products, advertisements or issues
(Attitude object)
INTENSITY DIFFERENCES
NO ATTITUDES (VALENCE)
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Are Attitudes Important for Marketers ?
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Functions of Attitudes (Katz)
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Attitudes Vary Along a Number of Dimensions
THE LINGO
SAY WHAT??

• Favorability
• Accessibility
• Strength/confidence
• Persistence
• Resistance to attack

• I like it a lot.
• I can remember my attitude toward it.
• Im sure I like it.
• Ive liked it for a long time and will
  continue to like it.
• Ill like it no matter what anyone says about
  it.

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Preferences represent attitudes toward one
object in relation to another (way to measure
attitudes)
Attitude toward the object
How much do you like/dislike IBM computers?
Like very much 1 2 3 4 5 Dislike very
much
Preference
Compared to Apple personal computers, how much do
you like IBM personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple more than IBM
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Attitudes Components
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Tridimensional Approach
Attitude
Cognitive Component
Affective Component
Behavioral Component
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Unidimensional approach or Hierarchy of effects
Belief
Affect
Behavioral Intention
Attitude
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Hierarchy of Effects.
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High- and Low-Involvement Information-Processing
Modes

• Central processing route
• The customer attends to and scrutinizes message
  content actively and thoughtfully
• Peripheral processing route
• The consumer attends to the message only
  cursorily, and tends to make quick inferences by
  simply looking at the elements in the ad

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Exhibit 6.2 General Approaches to Attitude
Formation and Change
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Attitudes Formation
Self-perception Theory (maintain equilibrium, low
implication, use my behavior to assess my
attitude)
Social Judgment Theory (maintain equilibrium in
reference to a framework, latitude of
acceptation, assimilation-contrast)
Balance Theory (balanced triads)
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The Role of Beliefs in Attitude Formation
The Fishbein Model
Model proposes that attitude toward an object is
based on the summed set of beliefs about the
objects attributes weighted by the evaluation of
these attributes
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The Role of Beliefs in Attitude Formation
The Fishbein Model n Ao S bi Ii
i 1
Ao attitude toward object bi strength of the
belief that object has attribute i Ii
Importance of attribute i n number of salient
or important attributes
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USD
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Attitude Model
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Communicating the Presence of Desirable Attributes
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Communicating the Absence of Undesirable
Attributes
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Exhibit 6.4 Expectancy-Valued model The
Theory of Reasoned Action
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How Cognitively Based Attitudes are Influenced

• The Message
• Argument Quality
• Strong Arguments
• One- Versus Two-Sided Messages
• One-Sided Messages
• Two-Sided Messages
• Comparative Messages

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How Cognitively Based Attitudes are Influenced

• Communication Source
• Spokesperson Credibility
• Credibility
• Company Reputation

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Celebrity Effectiveness

• Depends on Credibility
• Trustworthiness
• Expertise
• Status / Prestige
• The higher the credibility, the greater the
  attitude change (especially with opposed
  consumer)
• Less impact on more knowledgeable consumers

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Celebrity Problems

• Overexposure
• When celebrity endorses too many products
  (reduces effectiveness)
• Celebrity Behavior
• Madonna, Mike Tyson, Michael Jackson

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Cognitive Bases of Attitudes When Consumer Effort
Is Low

• Simple Inferences
• Heuristics
• Frequency Heuristic

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The Affective (Emotional) Foundations of Attitudes

• Affective Involvement
• Affective Responses
• Emotional Appeals

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How Affectively Based Attitudes Are Influenced

• The Source
• Attractiveness
• Match-up Hypothesis
• The Message
• Emotional Appeals
• Fear Appeals

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Affective Bases of Attitudes When Consumer Effort
Is Low

• The Mere Exposure Effect
• Wearout
• Classical Conditioning

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Commercial and Attitudes 1-2-3-4-5-6-7-8-9-10-11
Cognition
Affect
High Involvement
Low Involvement