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ATTITUDES: FORMING AND CHANGING ATTITUDES

ATTITUDES: FORMING AND CHANGING ATTITUDES. Attitude = Altitude. What is your attitude toward drinking alcohol ?. Happy hours in a bar: An attitude adjustment period. I don’t like your attitude, Don’t give me this attitude. Any neutral attitude?. Are all positive attitudes similar?.

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ATTITUDES: FORMING AND CHANGING ATTITUDES

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  1. ATTITUDES: FORMING AND CHANGING ATTITUDES

  2. Attitude = Altitude What is your attitude toward drinking alcohol? Happy hours in a bar: An attitude adjustment period. I don’t like your attitude, Don’t give me this attitude

  3. Any neutral attitude? Are all positive attitudes similar? Attitudes: Definitions… “Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way.” “Attitudes are lasting , general evaluations of people, products, advertisements or issues (Attitude object)” INTENSITY DIFFERENCES NO ATTITUDES (VALENCE)

  4. Mainly important for 2 reasons… Important role in explaining and predicting behavior toward products and services. Attitudes are closely related to behavioral intention. Attitude toward a product may also help to evaluate responsiveness to communication from the company. Are Attitudes Important for Marketers ?

  5. 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 Functions of Attitudes (Katz)

  6. 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.” Attitudes Vary Along a Number of Dimensions THE LINGO SAY WHAT??

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

  8. Cognitive Affective Behavioral What about attitudes formation? Based on the knowledge the person has about the attitude object. Based on the feelings regarding the attitude object. Based on the behavioral tendencies toward the attitude object. Attitudes Components

  9. Attitude Object Attitude Component Dhl, For Shipping A Business’s Small Packages Shopping For Airline Tickets On The Internet Cognitions or Beliefs • 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. • 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. Affect or Feelings • 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. • Shopping on the Internet is: • (please circle as many as apply) • Totally cool Boring Confusing • A pain in the neck Enjoyable Terrible Conations or Actions • 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. • I have used Internet for my travel airline tickets recently. • I often search Internet for planning my travel itinerary.

  10. Tridimensional Approach Attitude Cognitive Component Affective Component Behavioral Component

  11. Unidimensional approach or Hierarchy of effects Belief Affect Behavioral Intention Attitude

  12. Hierarchy of Effects.

  13. High- and Low-Involvement 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

  14. Exhibit 6.2: General Approaches to Attitude Formation and Change

  15. Key Aspect: The Consistency principle Cognitive dissonance theory (opposed cognitive information, eliminate, add or distort) Attitudes Formation 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)

  16. 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

  17. The Role of Beliefs in Attitude Formation The Fishbein Model n Ao = Σ bi Ii i =1 Ao = 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

  18. USD

  19. Strategic Application of multiattribute model Capitalize on relative Advantage. Strengthen Perceived Product/Attribute Linkages Add a new attribute Influence competitors’ ratings Attitude Model

  20. Communicating the Presence of Desirable Attributes

  21. Communicating the Absence of Undesirable Attributes

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

  23. How Cognitively Based Attitudes are Influenced • The Message • Argument Quality • Strong Arguments • One- Versus Two-Sided Messages • One-Sided Messages • Two-Sided Messages • Comparative Messages

  24. How Cognitively Based Attitudes are Influenced • Communication Source • Spokesperson Credibility • Credibility • Company Reputation

  25. Celebrity Effectiveness • Depends 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

  26. Celebrity Problems • Overexposure • When celebrity endorses too many products (reduces effectiveness) • Celebrity Behavior • Madonna, Mike Tyson, Michael Jackson

  27. Cognitive Bases of Attitudes When Consumer Effort Is Low • Simple Inferences • Heuristics • Frequency Heuristic

  28. The Affective (Emotional) Foundations of Attitudes • Affective Involvement • Affective Responses • Emotional Appeals

  29. How Affectively Based Attitudes Are Influenced • The Source • Attractiveness • Match-up Hypothesis • The Message • Emotional Appeals • Fear Appeals

  30. Affective Bases of Attitudes When Consumer Effort Is Low • The Mere Exposure Effect • Wearout • Classical Conditioning

  31. Commercial and Attitudes: 1-2-3-4-5-6-7-8-9-10-11 Cognition Affect High Involvement Low Involvement

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