Date post: | 20-Dec-2015 |
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• Attitude Defined
• Functional Theory
• ABC Model
• Forming Attitudes
• Attitude Models
• Predicting Behaviour
Attitude Defined
ATTITUDE:…a lasting, general evaluation of people (including oneself), objects or issues.
Attitude Object =anything toward which a person has an attitude, albeit tangible or intangible
Functional Theory
• Attitudes exist because they serve some function for the person; determined by motives.– Utilitarian (reward & punishment)– Value-Expressive (enables outward expression of self)– Ego-Defensive (protects from internal or external
feelings – e.g. Marlboro Man – machismo)– Knowledge (order, structure, and meaning)
• Ads relevant to the prevalent function prompt favorable thoughts about product.
ABC Model
Emphasizes interrelationships among knowing, feeling, and doing.
• Affect– Feelings
• Behaviour– Intention to do something with regard to an attitude object
• Cognition– Beliefs about an attitude object
ABC Model
Hierarchy of Effects – fixed sequence of events occurs on the way to forming an attitude
(Hedonic Consumption)
Problem solving process
Behavioural Learning (through experiences)
Emotional Response based Attitudes – sensory driven
How would we market to these different Attitude formations? What form of advertising would you use?
Forming Attitudes• Classical Conditioning (pairing product with repeated concepts)
• Instrumental Conditioning (reinforcing value of consumption)
• Complex Cognitive Process
IN YOUR TEAMS PROVIDE AN EXAMPLE of how you would use the following theory/concept in your approach to a market segment:
1. Levels of Commitment – Compliance (low), Identification (medium), Internalization (high)
2. Consistency Principle (harmony) and Cognitive Dissonance Theory (congruence)
3. Self-Perception Theory (rationalization?)
4. Social Judgment Theory (social accpetance?)
5. Balance Theory (Triad of attitude structures: person’s perception, attitude object, & other person or object)
Attitude Models• Multi-Attribute
– Assumes attitude of an attitude object depends on person’s beliefs about several or many attributes of the object.
– Attributes, Beliefs, and Importance Weights
• Fishbein Aijk = ∑BijkIik– Where A = Attitude, B= Beliefs, and I = Importance Weight
and i = attribute, j = brand, k = consumer– Provides computable Metric of:
1. Salient Beliefs2. Object-attribute linkages3. Evaluation of attributes
Predicting Behaviour• Issues:
– Low correlation between attitudes and behaviour– Inability to act due to unexpected circumstances
(no banker available when want to get a mortgage) <<wasted marketing energy…get all the ducks in a row!! THIS IS MANAGEABLE!
– Not all behaviour is intentional (impulse?!)
– Timeframe – delay from time of attitude measurement to expected behaviour (attitudes do change over time)
– Personal or environmental barriers between intent and goal
• Extending Fishbein with Theory of Reasoned Action– Direction/degree or attitude (intensity)– Social Pressure (use of engineered theatres)– Attitude towards the actual “act of buying”
• Past purchase behaviour is better predictor
Predicting Behaviour
• Theory of Trying– Past frequency– Recency– Evaluations of consequences– The Process– Expectations of Success or Failure– Subjective norms towards trying