Attitudes and Attributes

1. Attitudes and Attributes Week Lesson 3

2. What is attitude? • An attitude is

3. Attitudes―components BELIEFS AFFECT (FEELING) BEHAVIORAL INTENTIONS

4. Why do we research attitudes? • An attitude is an indication of how consumers may behave? • May = not 100% certain • Some circumstances may change between the research and the action – decision to purchase

5. Evaluation Type • Compensatory: Decision based on overall value of alternatives (good attribute can outweigh bad ones) • Non-compensatory: Absolutely must meet at least one important criterion (e.g., car must have automatic transmission) • Hybrid: Combination of the two (e.g., one non-compensatory measure, then compensatory tradeoffs on other attributes • Abandoned strategy: Consumer finds initial criteria unrealistic and proceeds to less desirable solution IMPORTANT LESS IMPORTANT

6. Heuristics—Low Involvement Decision Rules • If either Coke or Pepsi is on sale, buy that brand; otherwise, buy Coke • The larger the navels, the better the orange • The larger package is likely to offer a lower unit price (not true in reality)

7. Attitude Components • Beliefs • Can be positive, negative, or neutral • May or may not be accurate • May contradict other beliefs held by the other person • Affect • May be positive or negative • May take on specific dimension (e.g., pleasure, disgust) • Behavioral Intentions • An individual’s plan or expectations of what he or she will do • May appear inconsistent with beliefs • May not predict well what the individual will do in reality

8. Generating Beliefs Through Advertising • Statements must be • Perceived • Comprehended • Remembered • Believed (at least in part)

9. What is an attribute?

10. Multiattribute Models of Attitude • Attitude computed as a function of multiple attributes weighted for importance: Ab= attitude toward brand b Wi: weight of attribute I Xib: belief about brand b’s performance on attribute I • Model assumes rationality Calculations will not be required on the exam. You should know conceptually what this involves conceptually—i.e., weighing importance and intensity of feeling.

11. Multi attribute Models of Attitude Example • Digital Cameras – simplified for a novel purchaser. • Apple 5 Iphone • Attempt to give weightings to each attribute • Make a list of all the attributes of this type of phone • Use the article to draw up a table of attributes by brand

12. Multiattribute Models • Caveats • Different segments exist that will weight factors differently—thus, overall averages can be misleading. Separate analyses should be done for different segments of interest. (Segments can be identified by certain statistical techniques). • Individual differences exist in scale intensity—for some, it is much “easier” to be extremely good or extremely bad. • Prior research may be needed to identify issues (dimensions) to be weighted. • Some factors may be intangible—What are the substantive differences between Windows and Apple computers? • Non-compensatory factors—“must-haves”—may determine final result. • Applications • Determining • Overall performance • Areas of strength and weakness • Comparison to competitors • Overall • Areas of strength and weakness REMINDER: PERCEPTIONS ARE NOT NECESSARILY ACCURATE. We are looking to work with what consumers believe.

13. Belief Cognition • Change people’s understanding • More Information • Use of Opinion Leaders Experts. Men in white coats. • Challenge beliefs • BUT often deeply held.