7-1

7-1

Chapter
Chapter
77
Attitudes
 7-2
Attitud
7-2
Attitud
es
es
• A lasting, general evaluation of people (including
oneself), objects, advertisements, or issues.
• Anything toward which one has an attitude is
called an Attitude Object.
Object
• An attitude is:
– Lasting because it tends to endure over time.
– General because it applies to more than a momentary
event.
• Attitudes help us make all forms of choices such
as:
– Very product-specific behaviors, and
– More general consumption-related behaviors .
 7-3
The
The Functions
Functions of
7-3
of
Attitudes
By Identifying the Dominant Function a Product Serves for
Attitudes
Consumers - What Benefits it Provides - Marketers Can
Emphasize These Benefits in Communications & Packaging.
Utilitarian Value-Expressive
Reward and Consumer’s Values
Punishment or Self-Concept

Attitude
Functions
Knowledge Ego-Defensive
Need for Meaning, Protect Person
Order & Structure From Threats
 7-4
The
The ABC
ABC Model
Model of
7-4
of
Attitudes
Attitudes
Affect
Affect
Way
Way aa Consumer
Consumer
Feels
Feels

Behavior
Behavior
Person’s
Person’s Intentions
Intentions Components
Components ofof an
an
to
to Do
Do Attitude
Attitude

Cognition
Cognition
Consumer’s
Consumer’s
Beliefs
Beliefs
 7-5
Hierarchies
Hierarchies of
7-5
of
Effects
Effects
Standard Learning Hierarchy ATTITUDE
Based on
Cognitive
Beliefs Affect Behavior Information
Processing

Low-Involvement Hierarchy
ATTITUDE
Based on
Beliefs Behavior Affect Behavioral
Learning
Processes

Experiential Hierarchy
ATTITUDE
Based on
Affect Behavior Beliefs Hedonic
Consumptio
n
 7-6
Attitudes
Attitudes Toward
7-6
Toward
the
the
Advertisement
Advertisement
The Attitude Toward the Advertisement is Defined
as a Predisposition to Respond in a Favorable or
Unfavorable Manner to a Particular Advertising
Stimulus During a Particular Exposure Occasion.
Determinants Include:
Attitude Degree to Which
Toward the Ad Affects
Advertiser Viewers’ Arousal
Evaluations
Evaluations Mood Levels
of
ofthe
the Evoked by
Ad
AdExecution
Execution the Ad
Itself
Itself
 7-7
Forming
7-7
Forming
Attitudes
Attitudes
• An Attitude can form in several different
ways depending on the Hierarchy of Effects
and how the attitude is learned.
• It can occur because of:
– Classical Conditioning, i.e. Attitude Object is
paired with a catchy jingle.
– Instrumental Conditioning, i.e. consumption of
the Attitude Object is reinforced.
– Complex Cognitive Process, i.e. teenager models
behavior of friends and media figures.
 7-8
Forming
7-8
Forming
Attitudes
Attitudes
Levels of Commitment to an Attitude
Degree of Commitment

Internalization
Internalization

Identification
Identification

Compliance
Compliance

The Consistency Principle

Consumers
Consumers Value
Value Harmony
Harmony Among
Among Their
Their Thoughts,
Thoughts,
Feelings,
Feelings, and
and Behaviors,
Behaviors, and
and They
They are
are Motivated
Motivated
to
to Maintain
Maintain Uniformity
Uniformity Among
Among These
These Elements.
Elements.
 7-9
Cognitive
Cognitive Dissonance
7-9
Dissonance
and
and
Harmony
Harmony Among
Among
• States that when a person is confronted with
Values
inconsistencies among attitudes or behaviors,
Values
he or she will take some action to resolve this
“dissonance”.
• Theory focuses on situations in which two
Cognitive Elements are inconsistent with one
another.
– Cognitive Elements can be something that a person
believes about himself, a behavior he performs, or
an observation about his surroundings.
• Dissonance reduction can occur either by
eliminating, adding, or changing elements.
 7-10
Social
Social Judgment
7-10
Judgment
Theory
Theory
Latitudes
Latitudes of
of Acceptance
Acceptance and
and Rejection
Rejection

Assimilation
Assimilation

Attitude
AttitudeAnchor
Anchor
Contrast
Contrast

Latitude
Latitudeof
of
Acceptance
Acceptance
Latitudes
Latitudesof
ofRejection
Rejection
 7-11
Balance
7-11
Balance
Theory
Theory
Considers
Considers Relations
Relations Among
Among Elements
Elements aa Person
Person
Might
Might Perceive
Perceive as
as Belonging
Belonging Together
Together and
and Desires
Desires
the
the Relations
Relations Among
Among the
the Elements
Elements in
in aa Triad
Triad to
to be
be
Harmonious,
Harmonious, oror Balanced.
Balanced.
A Person and His/ Her
Perceptions (+ or - )

Triad
Some Other An Attitude
Person or Object
Object
Marketers May Use Celebrities to Endorse Products to
Achieve Balance.
 7-12
Multiattribute
Multiattribute Attitude
7-12
Attitude
Models
Models
Models Assume That a Consumer’s Attitude (Evaluation)
of an Attitude Object Will Depend on the Beliefs He or
She Has About Several or Many Attributes of the Object.

Attributes
Attributes Beliefs
Beliefs

Importance
Importance
Weights
Weights
 7-13
The
The Fishbein
7-13
Fishbein
Model
Model
The Fishbein Model is the Most Influential
Multiattribute Model and It Measures Three
Components of Attitudes:

Salient Object-Attitude
Object-Attitude
Salient Beliefs
Beliefs Linkages,
About
About Linkages, or
or The
The
the Probability
Probability That
That aa
the Object
Object That
That Particular
Are
Are Considered
Considered Particular Object
Object Has
Has
During an
an Important
Important
During Evaluation
Evaluation Attribute
Attribute

Evaluation of
Evaluation of Each
Each
of
of the
the
Important
Important Attributes
Attributes
 7-14
7-14

Fishbein
Fishbein
Model
Model
• Formed by integrating (summing) the
separate evaluations of the salient
beliefs (ei), weighted by the strength
of each beliefs (bi), to create an
overall evaluation or attitude (Ao).
• Ao = biei
 7-15
7-15

How
How Beliefs
Beliefs Are
Are
Acquired
Acquired
• Direct experience with product.
• Information processing
–information from outside sources
(friends)
• Vicarious experience
• Inferences
 7-17
Strategic
Strategic Implications
Implications of
7-17
of
the
the
Multiattribute
Multiattribute Model
Model
Strengthen
Strengthen Perceived
Perceived
Capitalize
Capitalize on
on Product
Product // Attribute
Attribute
Relative
Relative Advantage
Advantage Linkages
Linkages

Influence
Influence Competitors’
Competitors’ Add
Add aa New
New Attribute
Attribute
Ratings
Ratings
 7-18
7-18

Attitude-Behavior
Attitude-Behavior
Relationship
Relationship
• Weak empirical relationship between
attitude and behavior
• Why?
– Overall evaluation of product (Ao) not
tied to situational factors while
behaviors, in contrast, always occur in a
situational context or are highly
influenced by the environment.
 7-19
Using
Using Attitudes
Attitudes to
7-19
to
Predict
Predict
Behavior
Behavior
The Extended Fishbein Model is Called the
“Theory of Reasoned Action” and Includes
the Following Modifications:

Intentions
Intentions Attitude
Attitude
Social
Social
Versus
Versus Toward
Toward
Pressure
Pressure
Behavior
Behavior Buying
Buying
 7-20
7-20

The
The Theory
Theory of
of Reasoned
Reasoned
Action
Action
• Reflects the assumption that
consumers consciously consider the
consequences of alternative actions
and choose the behavior which leads
to the most desirable consequences.
 7-22
7-22
Obstacles
Obstacles toto Predicting
Predicting
Behavior
Behavior
in
in the
the Theory
Theory of
of Reasoned
Reasoned
Action
Action Obstacles to Predicting Behavior
Obstacles to Predicting Behavior

Design
Design Time-Frame
Time-Frame

Locus
Locusof
ofControl
Control Correspondence
Correspondence

Basic
BasicAssumptions
Assumptions

Attitude
AttitudeAccessibility
Accessibility
Theory
Theory of of
7-23
7-23

Trying
Trying
States That the Criterion of Behavior in the Reasoned
Action Model Should be Replaced With Trying to Reach a
Goal.
Recognizes That Additional Factors Might Intervene Between
Intent and of
Amount Performance
Control OverSuch As:
Situation
Amount of Control Over Situation

Expectations
Expectationsof
ofSuccess
Successor
orFailure
Failure

Social
SocialNorms
Norms

Attitudes
AttitudesToward
Towardthe
theProcess
Processof
ofTrying
Trying

Frequency
Frequencyof
ofPast
PastTrying
Tryingof
ofBehavior
Behavior

Recentness
Recentnessof
ofPast
PastTrying
Tryingof
ofBehavior
Behavior
 7-24
Tracking
Tracking Attitudes
Attitudes Over
7-24
Over
Time
Time
Attitude Tracking Programs Allow Researchers to
Analyze Attitude Trends Over an Extended Period of
Time. Some Dimensions To Include in Attitude
Tracking Programs Include:

Changes
Changes in
in Different
Different Age
Age Groups
Groups
Lifecycle,
Lifecycle,Cohort
Cohortand
andHistorical
HistoricalEffects
Effects

Scenarios
Scenarios About
About the
the Future
Future
Future
FuturePlans
Plansand
andConfidence
Confidencein
inthe
theEconomy
Economy

Identification
Identification of
of
Change
Change Agents
Agents