Chapter 11 Attitudes and Influencing Attitudes

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Chapter 11Attitudes andInfluencing Attitudes
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Attitudes

• An attitude is an enduring organization of
  motivational, emotional, perceptual, and
  cognitive processes with respect to an aspect of
  our environment.
• An attitude is a learned predisposition to
  respond in a consistently favorable or
  unfavorable manner with respect to a given
  object.
• Attitudes
• are learned based on experience
• are predispositions exist in the mind
• cause consistent response precede and produce
  behavior

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Attitudes

• Attitudes can be used to predict behavior.
• Behavior can be used to infer the underlying
  attitudes.
• Attitudes serve four functions
• Utilitarian
• Ego-defensive
• Knowledge
• Value-expressive
• Ones attitudes is comprised of three components
• Affective
• Behavioral
• Cognitive

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Attitude Components and Manifestations
Initiator Component Component manifestation Attitu
de

• The McGraw-Hill Companies, Inc., 1998

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Cognitive Component

• Multiattribute model is a summation of consumers
  beliefs about product performance on different
  attributes.
• The model may include the importance weights
  attached to each attribute.
• The model may also include the difference between
  the beliefs about product performance and the
  consumers ideal level of performance on each
  attribute.

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Attitude Component Consistency
Affective component(feelings)
Cognitive component(beliefs)
Overall attitude
Behavioral component(response tendencies)

• The McGraw-Hill Companies, Inc., 1998

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Measuring Attitude Components

• Cognitive Component (Measuring Beliefs about
  Specific Attributes Using the Semantic
  Differential Scale)
• Diet Coke
• Strong taste Mild taste
• Low priced High priced
• Caffeine free High in
  caffeine
• Distinctive in Similar in
  taste to taste most

• The McGraw-Hill Companies, Inc., 1998

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Measuring Attitude Components

• Affective Component (Measuring Feelings about
  Specific Attributes Using Likert Scales)
• Neither
  Agree Strongly nor Strongly Agree Agree
  Disagree Disagree Disagree
• I like the taste of Diet Coke.
• Diet Coke is overpriced.
• Caffeine is bad for your
  health.
• I like Diet Coke.

• The McGraw-Hill Companies, Inc., 1998

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Measuring Attitude Components

• Behavioral Component (Measuring Actions or
  Intended Actions)
• The last soft drink I consumed was a
  ___________________.
• I usually drink________________soft drinks.
• What is the likelihood you will buy Diet Coke
  the ? Definitely will buythe next time you
  purchase a soft drink? ? Probably will buy
• ? Might buy
• ? Probably will not buy
• ? Definitely will not buy

• The McGraw-Hill Companies, Inc., 1998

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Attitude Change Strategies

• Change the affective component
• classical conditioning
• affect towards the ad
• mere exposure
• Change the behavioral component
• operant conditioning
• Change the cognitive component
• change beliefs
• shift importance
• add beliefs
• change ideal

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Attitude Change Strategy Focusing on Affect
Positive marketing stimuli (ad, package)
Overall attitude change
Increased affective response (liking) toward
product
Increased positive beliefs
Behavior (purchase)
Behavior (purchase)
Increased positive beliefs

• The McGraw-Hill Companies, Inc., 1998

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Attitude Change StrategyFocusing on Behavior
Marketing or situational stimuli (free sample,
guests)
Overall attitude change
Behavior (purchase, consumption)
Increased affect (liking)
Increased positive beliefs
Increased positive beliefs
Increased affect (liking)

• The McGraw-Hill Companies, Inc., 1998

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Attitude Change StrategyFocusing on Cognitions
Marketing stimuli (advertisement, package)
Overall attitude change
Cognitions (beliefs)
Increased affect (liking)
Behavior (purchase)
Behavior (purchase)
Increased affect (liking)

• The McGraw-Hill Companies, Inc., 1998

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Matching Endorser with Product and Target
Audience

• The McGraw-Hill Companies, Inc., 1998

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Source Characteristics

• Source credibility
• trustworthiness
• expertise
• Celebrity sources
• more attention
• more credible
• modeling
• match image
• Spokes-characters (brand characters)

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Appeal Characteristics

• Fear appeals
• level of fear must not be too high
• criticized as unethical.
• Humorous appeals
• attention
• increases liking
• relate to message or product
• does not distract

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Appeal Characteristics

• Comparative ads
• new brands and product positioning
• extent of brand loyalty
• few attributes
• print media
• Emotional appeals
• Value expressive versus Utilitarian Appeals
• One-sided versus Two sided messages

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• Tom is considering the purchase of a new car. He
  thinks to himself, I may not make a huge income,
  but I can still afford the payments on this
  luxury car. Toms attitude is serving which
  function?
• Utilitarian
• Ego-defensive
• Knowledge
• Value-expressive
• Time-value

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• Joan is evaluating brands of computers prior to
  making a purchase decision. When she thinks to
  herself, Sun Microsystems have versatile
  connectivity Joan is dealing with which
  component of her attitude toward this product?
• Affective
• Behavioral
• Cognitive
• Departmental
• Ego-Defensive