Professional Documents
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Chapter Eleven: Attitude and Attitude Change
Chapter Eleven: Attitude and Attitude Change
Chapter Eleven: Attitude and Attitude Change
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attitudes
4. The effect of marketing communication on
attitudes
5. The strategic implications of attitudes for
marketers
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An attitude is
An enduring combination of motivational,
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Different measurements
Attitude towards the object
Passive or detached view
Consumers have attitudes towards products and
brands; but that is not enough
Attitude towards behavior
Consumer attitude towards acquiring and using
the product or brand
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Terminology
Favorability: the positive or negative
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Attitude Components
It is useful to consider attitudes as having three components:
Cognitive Component
Affective Component
Behavioral Component
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I really like my
Honda Civic.
Behavior:
I always buy
Honda products.
Cognition:
My Honda
Civic gets good gas
mileage.
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Attitude Components
Cognitive Component
The cognitive component consists of a consumers beliefs
about an object.
The multiattribute attitude model provides a measure of a
consumers overall attitude and evaluation of a brand.
The overall cognitive component becomes more favorable as:
The number of positive beliefs increase
The extent to which each belief is more extremely
positive
The ease of recall of positive beliefs increases
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Multi-attribute Models
Read up the models described from page 340
to page 342
Note the three different versions
1. Basic version
2. Important weights version
3. Ideal point version
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Attitude Components
Affective Component
Feelings or emotional reactions
to an object represent the
affective component of an
attitude.
Marketers are increasingly
turning their attention to the
affective or feeling component
to provide a richer understanding
of attitudes than that based
solely on the cognitive or
thinking component.
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Affective component
Represents the consumers feelings or
Cultural influence
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Attitude Components
Behavioral Component
The behavioral component of an attitude is ones
tendency to respond in a certain manner toward an object
or activity.
Actual behaviors reflect
these intentions as they are
modified by the situation in
which the behavior will
occur.
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Attitude Components
Behavioral Component
Direct versus Indirect Approach
Hierarchy of Effects
Time
Time
Specificity
Specificityof
of
attitude
attitude
measured
measured
Environment
Environment
Impulse
Impulse
situations
situations
Component consistency
The three components of an attitude
Attitude-component consistency
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Coke Zero
Strong taste ____ ____ ____ ____
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Strongly
Agree
Agree
I like the taste of Coke
Zero
Neither
Agree
nor
Strongly
Disagree Disagree Disagree
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
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What is the likelihood you will buy Coke Zero the next time you
purchase a soft drink?
Definitely will buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy
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Attitude-change strategies
Changing or establishing an attitude requires
manipulation of one or more of the
components of the attitude (i.e. cognitive,
affective or behavioral)
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Attitude
change in ads
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Attitude-change strategies
Changing the affective component
Classical conditioning
Affect towards the advertisement
Mere exposure
Changing the behavioural component
Changing the cognitive component
Four basic strategies
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Attitude-change strategies
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1. Classical Conditioning
2. Affect Toward the Ad or
Web Site
3. Mere Exposure
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Attitude-change strategies
Change behavioral component
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Coupons
Free samples
Point-of-purchase
displays
Tie-in purchases
Price reductions
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Adding a
new belief
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Preference:
Compared to Apple personal computers, how
much do you like Dell personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple
more than IBM
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
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Ao = bi ei
i =1
Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
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_:_:_:_:_:_:_
very bad
+3 +2 +1 0 -1 -2 -3
bi
How likely is it that brand A running shoes are
priced less than $50?
very likely _ : _ : _ : _ : _ : _ : _ very unlikely
+3 +2 +1 0 -1 -2 -3
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-45
Attribute
Beliefs
Brand Brand Brand
Evaluation A
B
C
Shock absorbent
+2
+2
+1
-1
-1
-3
-1
+3
Durability
+3
+3
+1
-1
Comfort
+3
+2
+3
+1
Desired color
+1
+1
+3
+3
Arch support
+2
+3
+1
-2
+29
+20
-6
Total bi ei score
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-46
Consumer Attitudes
Companies want consumers to
perceive their products as:
Possessing desirable attributes
(when ei positive, bi should be
positive)
Not possessing undesirable
attributes (when ei is negative, bi
should be negative)
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-47
subjective norms
AP = Wi Ii - Xi
i =1
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11-50
_:_:_:_:_:_:_
1 2 3 4 5
6 7
_:_:_:_:_:_:_
0 1 2 3 4 5
extremely important
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-51
Attribute
Taste:
sweet(1) - bitter (7)
Beliefs
Import- Ideal Brand Brand
ance
Point
A
B
6
Carbonation:
high(1) - low (7)
Calories:
high (1) - low (7)
Fruit juices:
high (1) - low (7)
Price:
high (1) - low (7)
16
29
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-52
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-53
POOR
Simultaneous
Result
Poor
Neglected Opportunity
Good
Competitive Disadvantage
Poor
Competitive Advantage
Good
Head-to-head competition
Poor
Null Opportunity
Good
False Alarm
Poor
False Advantage
Good
False Competition
HIGH
GOOD
POOR
LOW
GOOD
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-54
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
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ELM
Model
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Communication and
attitude change
Source characteristics
Source credibilitytrustworthiness
and expertise
Celebrity sources
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2. Appeal Characteristics
Represents how the message is communicated
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2. Celebrity Sources
3. Sponsorship
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This ad is a great
example of the use of
fear appeal.
In this case, it is used
to spell out the risks
of illegally
downloading movies.
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liking of the ad
product liking through classical conditioning
product liking through high-involvement processes
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Ad seeking
an
emotional
response
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products
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Attribute Framing
Only a single attribute is the
focus of the frame.
For example, describing
beef as either
80% fat free (positive
frame)
or
20% fat (negative frame)
Goal Framing
Message stresses either the
positive aspect of performing an
act or the negative aspects of not
performing the act.
For example, having a yearly
mammogram
Benefits of having mammogram
emphasized (positive frame)
Risks of not having mammogram
emphasized (negative)
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segmentation
Product development
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