Attitudes

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Chapter 6 Attitudes Intentions
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6.1 Measuring Attitudes
McDonalds French Fries
Extremely Unfavorable -3 -2 -1 0
1 2 3 Extremely Favorable
Dislike Very Much -3 -2 -1 0
1 2 3 Like Very Much
Very Bad -3 -2 -1 0 1 2
3 Very Good
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6.2 Absolut vodkas clever ads have created
positive attitudes.
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6.3 Absolut vodkas clever ads have created
positive attitudes.
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6.4a A Model of Consumer Decision Making
Information in the environment
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6.4b A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
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6.4c A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Knowledge, meanings and beliefs
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6.4d A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Knowledge, meanings and beliefs
Integration Attitudes and intentions
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6.4e A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Knowledge, meanings and beliefs
Integration Attitudes and intentions
Behavior
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6.4f A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Memory Product knowledge and involvement
Knowledge, meanings and beliefs
Integration Attitudes and intentions
Behavior
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6.4g A Model of Consumer Decision Making
Information in the environment
Interpretation Exposure,attention, and
comprehension
Memory Product knowledge and involvement
Consumer decision making
Knowledge, meanings and beliefs
Integration Attitudes and intentions
Behavior
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6.5a Variations in Level of Attitude Concept
Levels of attitude concept
Examples
Product class
Fast-food restaurants
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6.5b 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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6.5c 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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6.5d 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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6.5e 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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6.5f 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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6.6 Bristol Myers Squibb has built considerable
brand equity.
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6.7a Salient beliefs and Attitude
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 is made by Procter
• Gamble
• Crest has a red, white, and
• blue package
• Crest prevents cavities
• Crest freshens breath
• Crest gets teeth clean
• 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

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6.7b 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 is made by Procter
• Gamble
• Crest has a red, white, and
• blue package
• Crest prevents cavities
• Crest freshens breath
• Crest gets teeth clean
• 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

• Crest has fluoride
• Crest has mint flavor
• Crest comes in a gel
• Crest comes in a pump
• container
• Crest has a tartar-control
• formula

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6.7c 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 is made by Procter
• Gamble
• Crest has a red, white, and
• blue package
• Crest prevents cavities
• Crest freshens breath
• Crest gets teeth clean
• 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

• 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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6.8a Salient beliefs and Attitude
Has mint flavor
Has fluoride
Comes in a gel
Crest
Comes in a pump
Has a tartar-control formula
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6.8b Salient beliefs and Attitude
Freshens breath
Has mint flavor
Tastes good
Has fluoride
Prevents cavities
Comes in a gel
Has a red, white, and blue package
Is made by Procter Gamble
Crest
Comes in a pump
Approved by the American Dental Association
No mess
Has a tartar-control formula
Is what my parents use
Comes in tubes
Is more expensive than store brands
Gets teeth clean
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6.9a Multi-attribute Attitude Model
No caffeine
b1 10
e1 3
b2 5
6UP
All natural ingredients
Ao 26
e2 1
b3 8
Lemon-lime flavor
e3 -1
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6.9b Multi-attribute Attitude Model
No calories
b1 6
e1 2
Diet Pepsi
b2 6
Caffeine
e2 -3
Ao 6
b3 10
Cola flavor
e3 1
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6.10 The ei Component
Sodas that have no caffeine
Very Bad -3 -2 -1 0 1 2
3 Very Good
Sodas with natural ingredients
Very Bad -3 -2 -1 0 1 2
3 Very Good
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6.11 Many consumers value finding bargains.
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6.12 This ad attempts to change consumer beliefs
about beef.
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6.13a Beliefs, Attitude, and Behaviors
Beliefs about Pizza Hut

• Has pan pizzas
• Has super supreme
• pizzas
• Has a salad bar
• Serves beer
• Is more expensive than
• Dominos
• Has convenient
• location
• Has free parking
• Has pleasant
• employees
• Has nice atmosphere

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6.13b Beliefs, Attitude, and Behaviors
Beliefs about Pizza Hut

• Has pan pizzas
• Has super supreme
• pizzas
• Has a salad bar
• Serves beer
• Is more expensive than
• Dominos
• Has convenient
• location
• Has free parking
• Has pleasant
• employees
• Has nice atmosphere

Attitude toward Pizza Hut Ao
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6.13c Beliefs, Attitude, and Behaviors
Beliefs about Pizza Hut
Behaviors toward Pizza Hut

• Has pan pizzas
• Has super supreme
• pizzas
• Has a salad bar
• Serves beer
• Is more expensive than
• Dominos
• Has convenient
• location
• Has free parking
• Has pleasant
• employees
• Has nice atmosphere

• Go to Pizza Hut on
• Friday night
• Order a large pan pizza
• Complain to manager
• Ignore Pizza Hut ad on
• TV
• Use a Pizza Hut coupon
• for a free soft drink
• Recommend Pizza Hut
• to boss
• Read Pizza Hut menu

Attitude toward Pizza Hut Ao
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6.13d Beliefs, Attitude, and Behaviors
Beliefs about Pizza Hut
Behaviors toward Pizza Hut

• Has pan pizzas
• Has super supreme
• pizzas
• Has a salad bar
• Serves beer
• Is more expensive than
• Dominos
• Has convenient
• location
• Has free parking
• Has pleasant
• employees
• Has nice atmosphere

• Go to Pizza Hut on
• Friday night
• Order a large pan pizza
• Complain to manager
• Ignore Pizza Hut ad on
• TV
• Use a Pizza Hut coupon
• for a free soft drink
• Recommend Pizza Hut
• to boss
• Read Pizza Hut menu

Attitude toward Pizza Hut Ao
Feedback
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6.14a The Theory of Reasoned Action
Beliefs that behavior B leads to salient
consequences
Attitude toward behavior B Aact
Evaluation of salient consequences
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6.14b The Theory of Reasoned Action
Beliefs that behavior B leads to salient
consequences
Attitude toward behavior B Aact
Evaluation of salient consequences
Beliefs that relevant others think I should
perform the behavior B
Subjective norm about behavior B SN
Motivation to comply with relevant others
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6.14c The Theory of Reasoned Action
Beliefs that behavior B leads to salient
consequences
Attitude toward behavior B Aact
Evaluation of salient consequences
Intention to perform behavior B
Relative weighting for importance
Behavior B
Beliefs that relevant others think I should
perform the behavior B
Subjective norm about behavior B SN
Motivation to comply with relevant others
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6.15 Behavioral Intention Rating Scale
All things considered, how likely are you to
use newspaper coupons when buying groceries this
week or next?
Extremely unlikely -3 -2 -1 0
1 2 3 Extremely likely
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6.16a Salient Beliefs Versus Consequences of
Action
Chevrolet (Ao)
Moderately priced () Ordinary (-) Well built
() Dependable () Easily serviced ()
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6.16b Salient Beliefs Versus Consequences of
Action
Chevrolet (Ao)
Buying a Chevrolet Next Week (Ao)
Moderately priced () Ordinary (-) Well built
() Dependable () Easily serviced ()
Gives me a mode of transportation () Will put me
in financial difficulty (-) Will lead to high
upkeep costs (-) Will cost more now than later
(-) Will lead to high insurance rates (-)
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Flows of influence in social environment
6.17 The SN component influences most brand
choices.
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6.18a Factors that weaken the relationship
between intention and behavior
Intervening time
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6.18b Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Intervening time
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6.18c Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
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6.18d Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
Unforeseen environmental context
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6.18e Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
Unforeseen environmental context
Degree of voluntary control
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6.18f Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
Unforeseen environmental context
Degree of voluntary control
Instability of intentions
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6.18g Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
Unforeseen environmental context
Degree of voluntary control
New information
Instability of intentions
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6.18h Factors that weaken the relationship
between intention and behavior
Different levels of specificity
Unforeseen event
Intervening time
Unforeseen environmental context
Degree of voluntary control
New information
Instability of intentions