ATTITUDES: FORMING AND ATTITUDES: FORMING AND CHANGING ATTITUDESCHANGING ATTITUDES

I don’t like your attitude, Don’t give me this attitudeI don’t like your attitude, Don’t give me this attitude

Attitude = Attitude = AltitudeAltitude

Happy hours in a bar: An attitude adjustment period.Happy hours in a bar: An attitude adjustment period.

What is your attitude toward drinking alcoholWhat is your attitude toward drinking alcohol??

Attitudes: Definitions…Attitudes: Definitions…

““Attitudes are learned predispositions to respond to an object Attitudes are learned predispositions to respond to an object

or class of objects in a consistently favorable or unfavorable wayor class of objects in a consistently favorable or unfavorable way.”.”

Any neutral attitude?

““Attitudes are lasting , general evaluations of people, Attitudes are lasting , general evaluations of people,

products, advertisements or issues (Attitude object)products, advertisements or issues (Attitude object)””

Are all positive attitudes similar? INTENSITY DIFFERENCESINTENSITY DIFFERENCES

NO ATTITUDES (VALENCE)NO ATTITUDES (VALENCE)

Are Attitudes Important for Are Attitudes Important for Marketers ?Marketers ?

Mainly important for 2 reasons…

Important role in explaining and predicting behavior Important role in explaining and predicting behavior

toward products and services. Attitudes are closely related toward products and services. Attitudes are closely related

to behavioral intention.to behavioral intention.

Attitude toward a product may also help to evaluateAttitude toward a product may also help to evaluate

responsiveness to communication from the company. responsiveness to communication from the company.

Functions of Attitudes Functions of Attitudes (Katz)(Katz)

Utilitarian function: support in decision making.

Value-expressive function: what does the attitude say about me.

Ego-defensive function: strengthen self aspects.

Knowledge function: fullfill need for order, structure or meaning

Favorability

Accessibility

Strength/confidence

Persistence

Resistance to attack

“I like it a lot.”

“I can remember my attitude toward it.”

“I’m sure I like it.”

“I’ve liked it for a long time and will continue to like it.”

“I’ll like it no matter what anyone says about it.”

THE LINGO SAY WHAT??

Attitudes Vary Along a Number Attitudes Vary Along a Number of Dimensionsof Dimensions

Attitude toward the object:How much do you like/dislike IBM computers?

Like very much 1 2 3 4 5 Dislike very much

Preference:Compared to Apple personal computers, how much do you like IBM personal computers?

Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM

Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)

Attitudes ComponentsAttitudes Components

Cognitive

Based on the knowledge the person has about the attitude object.

Affective

Based on the feelings regarding the attitude object.

Behavioral

Based on the behavioral tendencies toward the attitude object.

What about attitudes formation?

Dhl, For Shipping ABusiness’s Small Packages

Attitude Component

Shopping For AirlineTickets On The Internet

• DHL is very reliable in its service.• DHL is more economical than other

package carrier services.• DHL is able to customize its service to

my shipping needs.

Cognitions or Beliefs

• For my airline tickets, shopping on the internet is very convenient.

• You can find the cheapest fares by shopping on the internet.

• Internet based travel agents do not offer you a comprehensive set of airline and flight options.

• When I ship by DHL, I feel secure.• I am very happy to be suing DHL for my

shipping needs.• I don’t care if DHL goes out of business.

Affect or Feelings

• Shopping on the Internet is: (please circle as many as apply) Totally cool Boring ConfusingA pain in the neck Enjoyable Terrible

• I use DHL for my shipping more than I use other carriers.

• I am often recommending DHL to other business associates.

• I am looking for alternative carriers.

Conations or Actions

• I have used Internet for my travel airline tickets recently.

• I often search Internet for planning my travel itinerary.

Attitude Object

CognitiveComponent

AffectiveComponent

Behavioral Component

Tridimensional ApproachTridimensional Approach

AttitudeAttitude

Belief Affect

Unidimensional approach or Unidimensional approach or Hierarchy of effectsHierarchy of effects

Behavioral Intention

AttitudeAttitude

Hierarchy of Effects.Hierarchy of Effects.

High- and Low-Involvement High- and Low-Involvement Information-Processing Modes Information-Processing Modes Central processing route

– The customer attends to and scrutinizes message content actively and thoughtfully

Peripheral processing route– The consumer attends to the message only

cursorily, and tends to make quick inferences by simply looking at the elements in the ad

Exhibit 6.2: General Approaches to Attitude Formation and Change

Attitudes FormationAttitudes Formation

Key Aspect: The Consistency principle

Cognitive dissonance theory (opposed cognitive information, eliminate, add or distort)

Self-perception Theory (maintain equilibrium, low implication, use my behavior to assess my attitude)

Social Judgment Theory (maintain equilibrium in reference to a framework, latitude of acceptation, assimilation-contrast)

Balance Theory (balanced triads)

The Role of Beliefs in Attitude Formation

The Fishbein Model

Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes

The Role of Beliefs in Attitude Formation

The Fishbein Model

n

Ao = Σ bi Ii

i =1Ao = attitude toward object

bi = strength of the belief that object has attribute i

Ii = Importance of attribute i

n = number of salient or important attributes

USD

Attitude ModelAttitude Model

Strategic Application of multiattribute model

Capitalize on relative Advantage.

Strengthen Perceived Product/Attribute Linkages

Add a new attribute

Influence competitors’ ratings

Communicating the Presence of Desirable Attributes

Communicating the Absence of Undesirable Attributes

Exhibit 6.4: Expectancy-Valued model: The Theory of Reasoned Action

How Cognitively Based How Cognitively Based Attitudes are InfluencedAttitudes are Influenced

The Message– Argument Quality

Strong Arguments

– One- Versus Two-Sided Messages One-Sided Messages Two-Sided Messages

– Comparative Messages

How Cognitively Based How Cognitively Based Attitudes are InfluencedAttitudes are Influenced

Communication Source– Spokesperson Credibility

Credibility

– Company Reputation

Celebrity EffectivenessCelebrity EffectivenessDepends on Credibility

– Trustworthiness– Expertise– Status / Prestige

The higher the credibility, the greater the attitude change (especially with opposed consumer)

Less impact on more knowledgeable consumers

Celebrity ProblemsCelebrity Problems

Overexposure– When celebrity endorses too many products

(reduces effectiveness)

Celebrity Behavior– Madonna, Mike Tyson, Michael Jackson

Cognitive Bases of Attitudes Cognitive Bases of Attitudes When Consumer Effort Is LowWhen Consumer Effort Is Low

Simple InferencesHeuristics Frequency Heuristic

The Affective (Emotional) The Affective (Emotional) Foundations of AttitudesFoundations of AttitudesAffective InvolvementAffective ResponsesEmotional Appeals

How Affectively Based How Affectively Based Attitudes Are InfluencedAttitudes Are Influenced

The Source– Attractiveness– Match-up Hypothesis

The Message– Emotional Appeals– Fear Appeals

Affective Bases of Attitudes Affective Bases of Attitudes When Consumer Effort Is LowWhen Consumer Effort Is Low

The Mere Exposure Effect– Wearout

Classical Conditioning

High Involvement

Low Involvement

Cognition Affect

Commercial and Attitudes: Commercial and Attitudes: 11--22--33--44--55--66--77--88--99--1010--1111