Attitudes - Lecture

8/2/2019 Attitudes - Lecture

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4/25/12Copyright 2007 by Prentice Hall

Attitude A learned predisposition to

behave in a consistentlyfavorable or unfavorablemanner with respect to a

given object.


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Attitude Characteristics

Is lasting because it tends to endure over time.

Is general because it applies to more than a momentaryevent.

Has three components - beliefs, affect, and behaviouralintentions.


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Attitudescomponents

BELIEFS/Cognition

AFFECT(FEELING)

BEHAVIORALINTENTIONS


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A Simple Representation of theTricomponent Attitude Model

Copyright 2007 by Prentice Hall

Cognition


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The Tricomponent Model


CognitiveAffective

Conative

The knowledge andperceptions that areacquired by acombination of directexperience with theattitude object andrelated informationfrom various sources

Components


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CognitiveAffective

Conative

A consumersemotions or feelingsabout a particularproduct or brand

Components


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CognitiveAffective

Conative

The likelihood ortendency that anindividual willundertake a specific

action or behave in aparticular way withregard to the attitude

object

Components


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ABC Model of Attitudes

Attitude has three interrelated components:Affect: the way a consumer feels about an attitudeobject.

Behavior: persons intentions to do somethingwith regard to an attitude object.

Cognition: beliefs a consumer has about anattitude object

.C:\Users\faheem\Videos\RealPlayer Downloads\ABC
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Attitude Components

BeliefsCan be positive, negative, orneutral

May or may not be accurate

May contradict other beliefsheld by the other person

Affect

May be positive or negative

May take on specificdimension (e.g., pleasure,disgust)

BehavioralIntentions

An individuals plan orexpectations of what he orshe will do

May appear inconsistentwith beliefs

May not predict well whatthe individual will do inreality
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Discussion Question

Explain your attitude toward your college/universitybased on the tricomponent attribute model.Be sure to isolate the cognitive, affective, and conativeelements
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Functional Theory of Attitudes

Katz: attitudes exist because they serve somefunction

UTILITARIANFUNCTION:

Relates to rewards andpunishments

VALUE-EXPRESSIVEFUNCTION:

Expresses consumersvalues or self-concept

EGO-DEFENSIVE

FUNCTION:

Protect ourselves fromexternal threats or internal

feelings

KNOWLEDGE

FUNCTION:

Need for order, structure,or meaning
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UTILITARIAN FUNCTION

Utilitarian function is related to the basic principlesof reward and punishment. We develop some attitudestoward products simply on the basis of whether theseproducts provide pleasure or pain. If a person likes the

taste of a cheeseburger, that person will develop apositive attitude toward cheeseburgers. Ads that stressstraightforward product benefits (e.g., you should drinkDiet Coke "just for the taste of it") appeal to the

utilitarian function.
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VALUE-EXPRESSIVE FUNCTION

Attitudes that perform a value-expressive functionexpress the consumer's central values or self-concept. Aperson forms a product attitude not because of objectiveproduct benefits, but rather because of what using the

product says about him or her as a person (e.g., "Whatsort of man reads Playboy?"). Value-expressive attitudesare highly relevant to life-style analyses, whereconsumers cultivate a cluster of activities, interests, and

opinions to express a particular social identity.
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EGO-DEFENSIVE FUNCTION

Attitudes that are formed to protect the person,either from external threats or internal feelings ofinsecurity, perform an ego-defensive function. An earlymarketing study indicated that housewives in the 1950s

resisted the use of instant coffee because it threatenedtheir conception of themselves as capable coffeemakers.Products that promise to help a man project a "macho"image (e.g., Marlboro cigarettes) may be appealing to

his insecurities about his masculinity. Many deodorantcampaigns stress the dire, embarrassing consequencesof being caught with underarm odor in public.
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KNOWLEDGE FUNCTION

Some attitudes are formed as the result of a need fororder, structure, or meaning. This need is often present

when a person is in an ambiguous situation or isconfronted with a new product (e.g., "Bayer wants you

to know about pain relievers")

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Relationship between Belief, Attitude andBehavior

Customer possesses specific belief and attitudetowards various products. Since such beliefs andattitudes make up brand image and affect consumer

buying behavior therefore marketers are interested in

them. Marketers can change the beliefs and attitudes ofcustomers by launching special campaigns in thisregard.
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Beliefs

Subjective judgments about theSubjective judgments about therelationship between two or morethings
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Consumer Belief

A belief is a descriptive thought that a person hasabout something. A person may believe that a certaincooking oil 'x' has the lowest fat content and is best forhealth. This belief may be based on some real facts or it

may merely be a notion or opinion that the person has.
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Why Belief is Important

The belief that the customer has about a brand isimportant because it determines his behavior towards

buying and using it. The beliefs constitute the brandimage, and if the customer has the wrong beliefs he is

likely to generate a negative image about the brand. Themarketer must ensure that consumers have all relevantand correct information about the brand to facilitateformation of a positive brand image.
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Behavior v/s Beliefs

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A Sampling of Consumer Beliefs

If a deal seems too good to be true, it probablyis.

You cant believe what most advertising says

these days.People need less money to live on once they

retire.

Its not safe to use credit cards on the Internet.Appliances today are not as durable as they

were 20years ago.

Extended warranties are worth the money.
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Attitude

Attitude is a person's enduring feeling, evaluationand tendency towards a particular idea orobject. Starting from childhood, attitudes develop overthe time with each fresh knowledge input, experience

and influence. Attitudes get settled into specific patternsand are difficult to change. It is easier to market aproduct which fits in well with the existing patterns ofattitudes rather than change the attitudes to fit a new

product concept.
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--Valence: Whether the attitude is positive, negative orneutral Extremity: The intensity of liking or disliking Resistance: Degree to which the attitude is immune to

change

Confidence: Belief that attitude is correct Accessibility: How easily the attitude can be retrieved from

memory

Properties of attitudes:

Properties of attitudes:
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How Do Attitudes Influence Behavior?

We tend to assume that people behave in accordancewith their attitudes. However, social psychologists havefound that attitudes and actual behavior are not alwaysperfectly aligned. After all, plenty of people support a

particular candidate or political party and yet fail to goout and vote.
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Researchers have discovered that people are morelikely to behave according to their attitudes undercertain conditions:

When your attitudes are the result of personalexperience.

When you are an expert in the subject.

When you expect a favorable outcome.

When the attitudes are repeatedly expressed.

When you stand to win or lose something due to theissue.
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Cognitive Dissonance

Cognitive Dissonance is a phenomenon in which aperson experiences psychological distress due toconflicting thoughts or beliefs. In order to reduce thistension, people may change their attitudes to reflect

their other beliefs or actual behaviors.

Imagine the following situation: You've always

placed a high value on financial security, but you startdating someone who is very financially unstable. Inorder to reduce the tension caused by the conflicting

beliefs and behavior, you have two options. You can end

the relationship and seek out a partner who is more-
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Relationships betweenconsumer beliefs, feelings,

attitudes and intentions
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Multiattribute Model (Fishbein Model)

Aj= BijIiWhere:

i= attribute or product characteristic

j= brand

Such that:

A = the consumers attitude score for brandj

I = the importance weight given to attribute iby the

consumer

B = the consumersbeliefas to the extent to which a satisfactorylevel of attribute iis offered by brand

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Marketing Strategies of Attitude Change

1. Changing the consumers basic motivationalfunction

2. Associating the product with an admired group or

event3. Resolving two conflicting attitudes

4. Altering components of the multi-attribute model

5. Changing Brand beliefs


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1. Changing consumer's basic MotivationalFunction

An effective Strategy for changing consumerattitudes toward a product or brand is to makeparticular needs important. Attitudes can be classifiedin terms of four functions

Utilitarian function

Ego Defensive function

Value expressive function

Knowledge function


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Utilitarian function

One way of changing attitudes in favor of a productis by showing people that it can serve a utilitarianpurpose that they may not have considered.

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Ego Defensive Function

Most people want to protect their self images frominner feelings of doubt- they want to replace theiruncertainty with a sense of security and personalconfidence. Ads for cosmetics and personal care

products, by acknowledging this need increase boththeir relevance to the consumer and the likelihood of afavorable attitude change by offering reassurance to theconsumers self concept.

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Value Expressive function

Attitudes are an expression or reflection of theconsumers general values, lifestyles and outlook. If asegment of consumers has a positive attitude towardsowning the latest personal communication devices, then

their attitudes toward new electronic devices are likelyto reflect their orientation. Thus by knowing targetconsumers attitudes, marketers can better anticipatetheir values, lifestyle or outlook and can reflect these

characteristics in their advertising.

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The knowledge function

Indeed many product and brand positioning areattempts to the need to know and to improve theconsumers attitudes toward the brand by emphasizingits advantages over competitive brands.

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2. Associating he product with a specialgroup, event or cause

Attitudes are related, at least in part, to certaingroups, social events or causes. It is possible to alterattitudes toward products, services and brands bypointing out their relationships to particular groups,

events or causes.

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3.Resolving two conflicting attitudes

Attitude change strategies can sometimes resolveactual or potential conflict between two attitudes.Specifically, if consumers can be made to see that theirnegative attitude towards a product, specific brand or its

attributes is really not in conflict with another attitude,they may be induced to change their evaluation of the

brand ( i.e., moving from negative to positive)

C:\Users\faheem\Videos\RealPlayer Downloads\Eagle Fir
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Advertising%20Works%20-%20Sponsors%20of%20the%20Asia%20Cup%202012%20on%20Neo%20Cricket%20in%20the%20Middle%20East%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flv


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4.Altering components of the multi-attributemodel

A. Changing the relative evaluation of attributes

A. Changing brand beliefs

B. Changing an attribute

C. Changing the over all brand rating

A Ch i th l ti l ti f
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flv


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A. Changing the relative evaluation ofattributes

The overall market for many product categories isoften set out so that different consumer segments areoffered different brands with different features or

benefits. When it comes to cola, the market is divided

into regular colas and diet colas, or when it comes toteas, there is division between regular teas and greenteas.

In general when a product category is naturally isdivided according to distinct product features or

benefits appeal to a particular segment of consumers,marketers usually may have an opportunity to persuadeconsumers to cross over, that is to persuadeconsumers who prefer one version of the product, to
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flv


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B. Changing brand beliefs

A second cognitive- oriented strategy for changingattitudes concentrates on changing beliefs orperceptions about the brand itself.

C:\Users\faheem\Videos\RealPlayer Downloads\Lifebuoy
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Eagle%20Firebird.flv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Lifebuoy%20soap%20-%20blue%20variant%20ad%20-%20YouTube.mp4http://c/Users/faheem/Videos/RealPlayer%20Downloads/Lifebuoy%20soap%20-%20blue%20variant%20ad%20-%20YouTube.mp4http://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flv


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C. Adding an Attribute

This can be accomplished either by adding anattribute that previously has been ignored or one thatrepresents an improved or technological innovation.

C:\Users\faheem\Videos\RealPlayer Downloads\SahirLodhiin new Ariel Commercial 2011 - YouTube.flv
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Lifebuoy%20soap%20-%20blue%20variant%20ad%20-%20YouTube.mp4http://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flv


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D. Changing the overall Brand Rating

Another cognitive-oriented strategy consists ofattempting to alter consumers overall assessment of

brand directly, without attempting to improve or changethe evaluation of any single brand attribute

C:\Users\faheem\Videos\RealPlayer Downloads\Harpic5X Pakistan..wmv- YouTube.flv
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Sahir%20Lodhi%20in%20new%20Ariel%20Commercial%202011%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flv


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5. Changing beliefs about competitors brands

Another approach to attitude change strategyinvolves changing consumer beliefs about the attributesof competitive brands or product categories.

C:\Users\faheem\Videos\RealPlayer Downloads\BONUS
http://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/Harpic%205X%20Pakistan..wmv%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/BONUS%20TRI%20STAR%20-%20YouTube.flvhttp://c/Users/faheem/Videos/RealPlayer%20Downloads/BONUS%20TRI%20STAR%20-%20YouTube.flv

Attitudes - Lecture

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