Consumers Rule

1
Attitudes Chapter 7
2
The Power of Attitudes

• Attitude a lasting, general evaluation of
  people, objects, advertisements, or issues
• Attitude object (AO)
• Help to determine a number of preferences and
  actions

3
Functional Theory of Attitudes

• Katz Attitudes exist because they serve some
  function
• Determined by a persons motives
• Attitude functions
• Utilitarian
• Value-expressive
• Ego-defensive
• Knowledge
• Marketers emphasize the function a product serves
  for consumers

4
Smoking Attitudes

• Norwegian ad Smokers are more sociable than
  otherswhile it lasts.

5
Fan Attitude Profiles

• Die-hard, highly committed fans
• Marketing provide sports knowledge and relate
  attendance to personal goals/values
• Unique, self-expressive game experience
• Marketing brand switchers who seek thrills
  wherever they can get them
• Looking for camaraderie
• Marketing provide benefits related to
  small-group activities

6
ABC Model of Attitudes

• Three interrelated attitude components
• Affect
• Behavior
• Cognition
• Hierarchy of effects
• Relative impact/importance of attitude components
  depends on consumers motivation toward attitude
  object

7
Hierarchy of Effects
Figure 7.1
8
Hierarchy of Effects

• Standard Learning Hierarchy
• Results in strong brand loyalty
• Assumes high consumer involvement
• Low-Involvement Hierarchy
• Consumer does not have strong brand preference
• Consumers swayed by simple stimulus-response
  connections
• Experiential Hierarchy
• Consumers hedonic motivations and moods
• Emotional contagion
• Cognitive-affective model vs. independence
  hypothesis

9
Discussion

• Contrast the hierarchies of effects outlined in
  this chapter
• How should marketers strategic decisions related
  to the marketing mix change depending upon which
  hierarchy is operative among target consumers?

10
Contextual Marketing

• Providing customers with information about
  competitors at the exact time when they are
  searching for details/shopping for a particular
  product category

11
Discussion

• One persons contextual marketing is another
  persons spyware
• Is it ethical for marketers to track which Web
  sites you visit, even if by doing so they can
  provide you with information that might help you
  save money by buying a competing brand?

12
Attitude Toward the Ad

• We form attitudes toward objects other than the
  product that can influence our product selections
• We often form product attitudes from its ads
• Aad attitude toward advertiser evaluations of
  ad execution ad evoked mood ad arousal
  effects on consumer viewing context

13
Ads Have Feelings Too

• Commercials evoke emotion
• Pleasure
• Arousal
• Intimidation

14
Forming Attitudes

• Classical conditioning
• Instrumental conditioning
• Cognitive learning/modeling

15
Attitude Commitment

• Degree of commitment is related to level of
  involvement with attitude object
• Compliance
• Identification
• Internalization

16
Consistency Principle

• Principle of cognitive consistency
• We value/seek harmony among thoughts, feelings,
  and behaviors
• We will change components to make them consistent

17
Cognitive Dissonance Harmony

• Conflict of attitudes and behavior motivates us
  to reduce dissonance
• We make them fit by eliminating, adding, or
  changing elements
• Explains why evaluations of products increase
  after purchase
• Horse race experiment
• Marketers post-purchase reinforcement

18
Discussion

• Think of a behavior someone does that is
  inconsistent with his or her attitudes (e.g.,
  attitudes toward cholesterol, drug use, or even
  buying things to make him or her stand out or
  attain status)
• Ask the person to elaborate on why he or she does
  the behavior, then try to identify the way the
  person has resolved dissonant elements

19
Self-Perception Theory

• We use observations of our own behavior to
  determine what our attitudes are
• We must have a positive attitude toward a product
  if we freely purchase it, right?
• Low-involvement hierarchy
• Foot-in-the-door technique
• Low-ball technique
• Door-in-the-face technique

20
Social Judgment Theory

• We assimilate new information about attitude
  objects in light of what we already know/feel
• Initial attitude frame of reference
• Latitudes of acceptance and rejection
• Assimilation and contrast effects
• Choosy mothers choose Jif peanut butter

21
Balance Theory

• Triad attitude structures
• Person
• Perception of attitude object
• Perception of other person/object
• Perception can be positive or negative
• Balanced/harmonious triad elements
• Unit relation and sentiment relation

22
Figure 7.2 Balance Theory
23
Balance Theory (Contd)

• Marketing Applications
• Basking in reflected glory
• Unit relation with popular product positive
  sentiment relation in other peoples triads
• Celebrity endorsers of products

24
Discussion

• Students often bask in reflected glory by taking
  credit for victories their teams earn over other
  colleges
• Should students who just watch the games rather
  than play them take credit for their teams
  performance?

25
Multi-attribute Attitude Models

• Three elements
• Attributes of AO (e.g., college)
• e.g., Scholarly reputation
• Beliefs about AO
• e.g., University of North Carolina is strong
  academically
• Importance weights
• e.g., Stressing research opportunities over
  athletics

26
Fishbein Model

• Most influential multi-attribute model
• Three components of attitudes
• Salient beliefs about AO
• Object-attribute linkages
• Evaluation of each important attribute
• Aijk SßijkIik
• Overall Attitude Score (consumers rating of
  each attribute for all brands) x (importance
  rating for that attribute)

27
Saundras College Decision
Figure 7.1 (Abridged)
28
Fishbein Model (Contd)

• Marketing applications
• Capitalize on relative advantage
• Strengthen perceived product/attribute linkages
• Add a new attribute
• Influence competitors ratings

29
Extended Fishbein Model

• Research low correlation between reported
  attitude and actual behavior
• We love commercials, yet still not buy!
• Theory of reasoned action
• Intentions vs. behavior
• Conviction and past purchase behavior
• Behavioral intentions
• Social pressure
• SN NB MC
• Attitude toward act of buying

30
Obstacles to Predicting Behavior

• Many researchers do not use Fishbein Model
  appropriately
• A few of the many obstacles (full list on pages
  254-255)
• Actual behavior vs. outcomes of behavior
• Outcomes beyond consumers control
• Voluntary vs. nonvoluntary acts across cultures
• Relative impact of SNs vary across cultures

31
Trying to Consume

• Theory of trying
• Criterion should be trying to reach goal
• Intervening factors between intent and
  performance
• Several new components to account for act of
  trying

32
Theory of Trying
Figure 7.3
33
Discussion

• Construct a multi-attribute model for a set of
  local restaurants
• Based on your findings, suggest how restaurant
  managers can improve an establishments image via
  the strategies described in this chapter

34
Tracking Attitudes over Time

• Attitude-tracking program
• More like a movie than a snapshot of
  attitudes
• Ongoing tracking studies
• Gallup Poll or Yankelovich Monitor
• Changes to look for
• Changes in different age groups
• Scenarios about the future
• Identification of change agents