Information Processing Model

1
Information Processing Model
Individual Consumer
Environmental Characteristics
Outcome Attitudes
Selection
Perceptual Organization e.g., closure
Interpretation Categorization Inferencing
sensations
information
beliefs
exposure sensory proc attention
Stimuli
Memory/Prior Knowledge
2
Fishbein's Multiattribute Model of Attitudes

• MODEL Ao ? biei i 1 to n
• Ao Attitude towards the object o (overall
  evaluation)
• bi extent of belief that o possesses attribute
  i
• ei evaluation of attribute i
• So, get relevant attributes for a product, (depth
  interview) measure b's and e's and get Ao

3
Model Problem Attitude Not Always Predictive of
Behavior!!

• Need to Measure Attitude Towards Behavior (AB)
  not just Attitude towards Object (Ao)
• Need to Include the Influence of Other Peoples
  Opinions (Subjective Norms)
• Fishbeins Theory of Reasoned Action Does Both

4
First Issue

• Example I have a positive attitude towards
  India.
• Ao ? biei i 1 to n
• Ao Attitude towards the object
• bi belief regarding attribute i of object
• ei evaluation of attribute i
• bi example
• " what is your belief that India is a naturally
  beautiful country?
• ei example
• " Is a high degree of natural beauty good or bad
  ?

5
BUTWhat about Behavior??

• Although I have a positive attitude towards
  India, I dont really want to go there for my
  vacation.
• So Attitude towards the object (Ao) does not
  predict my behavior
• Why??

6
Need to Measure Attitude towards going to India
on vacation (AB) not just attitude towards India
(Ao)

• When you measure attitudes towards behavior, some
  new features may become important

7
Measuring Ab

• Ab ? biei i 1 to n
• Ab Attitude towards the behavior
• bi belief regarding consequence i of behavior
• ei evaluation of consequence i
• bi example
• " Do you believe you will see new sights if you
  go to India on vacation?
• ei example
• " how much do you like seeing new sights on
  vacation?

8
So. Attitude towards Behavior is a better
predictor of Behavior

• Ab ? biei i 1 to n
• bi belief regarding consequence i of behavior
  (e.g., seeing new sights)
• ei evaluation of consequence I
• (e.g., how much do I like to see new sights)

9
Theory of Reasoned Action Includes

• Attitude Towards Behavior
• Influence of Subjective Norms

10
Subjective Norms

• A major influence on individual's behavior is the
  influence of referent group (like family) or
  referent person (close friend). Subjective norms
  measures this influence.
• SN ? bimi i 1 to n
• SN Individual's subjective norm regarding the
  behavior
• bi belief that reference group or person i
  thinks he should or should not perform the
  behavior
• mi motivation to comply with referent i.

11
Measuring b, m and SN

• belief measure (b)
• My brother feels I should go to England.
• Unlikely -3 -2 -1 0 1
  2 3 Likely
• motivation measure (m)
• How much do I want to act according to my
  brothers opinion?
• Not at all -3 -2 -1 0 1
  2 3 Very Much
• SN ??

12
Fishbein's Theory of Reasoned Action

• Includes Attitude towards Behavior (Ab) and
• Subjective Norms (SN)
• MODEL B BI w1(Ab) w2(SN)
• (w1 and w2 add up to 1)
• B Behavior BI Behavioral Intention (easier
  to measure)
• For Project Use Fishbeins Multi-Attribute
  Model
• NOT The Theory of Reasoned Action!!

13
Suppose Ab and SN are Equally Important

• W1 W2 0.5 (50)
• Then, for the vacation example
• England Ab 14 SN 1
• BI ??
• Japan Ab 7 SN 11
• BI ??

14
Attitude Change (Persuasion)Topic List

• Fishbeins multi-attribute model
• (Read other models in book e.g., Elaboration
  Likelihood Model)
• Reading Material
• Attitude Change Chapter 10. Excluding
• functional theories of attitude change (322-324)
• types of attitude reinforcement vs. change
  (330-338)

15
Fishbein's Multiattribute Model of Attitudes

• MODEL Ao ? biei i 1 to n
• Ao Attitude towards the object o (overall
  evaluation)
• bi extent of belief that o possesses attribute
  i
• ei evaluation of attribute i
• n number of attributes
• This is the model for attitude formation
• So how can attitudes be changed?

16
Attitude Change UsingFishbeins Multi-attribute
Model

• MODEL Ao ? biei i 1 to n
• Change Attitudes by
• ???
• ???
• ???

17
Attitude Measurement Brand A
Salient Beliefs
Belief Strength (bi)
Eval Score (ei)
biei
Overall attitude 7
Attitude Measurement Brand B
Salient Beliefs
Belief Strength (bi)
Eval Score (ei)
biei
Overall attitude 5
18
Quiz 3

• Date April 15th
• Time 7 to 8 pm (please be there by 6.55!)
• Place LTD
• Materials Reading List Lecture Notes after
  Quiz 2