TOPIC 4:

Attitudes
& Intention
CB-09 _ Group 4 _ Khiêm | Hân |
Phúc | Tâm | V.Anh
 Table of contents
Attitude & its main
1 components
Measurements of
2 attitudes
Attitude component
3 consistency
Attitude change strategies &
4 Factors affecting the success
of these strategies
The Elaboration Likelihood
5 Model to Persuasion
Intention & its important
6 forms marketers wish
to measure
Relationship between
7 Attitude & Intention
Conclusions & marketing
8 implications
ATTITUDES

1
 1
Attitude & its main
components

2
 What is an
attitude?

“An attitude is the way one thinks,

feels, and acts toward some
aspect of his or her environment,
such as a retail store, television
program, or product.”

THINK - FEEL - ACT

3
 Functional theory of attitude

Utilitarian
Function
Value-Expressive
Function
Attitudes exist
Relate to rewards and Express consumer’s because they
punishment value or self-concept
serve some
Ego-defensive Knowledge
Function Function functions for
Protect ourselves from Need for order,
external threats or structure or meaning the person.
internal feelings

developed by psychologist Daniel Katz

4
Cognitive component
refers to a consumer's beliefs or thoughts about an attitudinal object.

For instance, consumers believe that Hảo

Hảo instant noodles:
● One of the best-selling brand of instant
noodles
● Preferred among younger consumers
● Cheap price with many flavors
● Famous for its spicy and sour shrimp
flavor
● Manufactured by Acecook, a big
company

5
 Cognitive component
Feature ● Feature:
Naturally high-quality ingredients, plankton
Discrete area of ● Benefit:
+ Repair & support your facial skin from within
functionality within the
+ Make your skin look healthy & radiant
product or service

Benefit
Positive outcome or value
that a customer gains from
using a product or service

6
Affective component
is concerned with feelings or emotional reactions to an object.

However, this component of attitude:

● a general feeling developed without
cognitive beliefs
● a result of evaluations of product attributes

"Oreo cookies
is so tasty.” “The Oreo
cream filling is
too sweet.”
7
 Affective component
Utilitarian
The usefulness, value, and
wiseness of the behavior as
perceived by the consumer

Hedonic
The emotional feelings
Use both utilitarian and hedonic benefits:
experienced or anticipated
from the behavior + Utilitarian: beautiful, compact, &
feature-rich
+ Hedonic: fun
8
Behavioral component
one’s tendency to respond in a certain manner toward an object or activity.

The behavioral component provides response tendencies or behavioral intentions.

Example 1: Tendency to recommend Example 2: Purchase Intention

“I think you should use iPhone rather “I am going to buy Banh trang phoi suong
than Samsung.” on TikTok Shop.“

9
 2
Measurements
of attitudes

10
Noncomparative
Rating Scale

Comparative
Rating Scale

Semantic
Differential Scale

Likert Scale

11
 Semantic Differential Scale

Likert Scale

Direct (or Indirect) Question

Noncomparative Rating Scale

12
 Multiattribute Attitude Model
measure of the consumer’s overall attitude , used widely by marketing researchers and managers

Assumes that consumers’ attitude

toward an attitude object (Ao) depends
on the beliefs they have about several
of its attributes.

Assumes that we can identify these

specific beliefs and combine them
to derive a measure of the
consumer’s overall attitude.
13
The simplest version of model
Assumes that all attributes are equally important

Number of attributes
considered

Consumer’s belief about brand

b’s performance on attribute i

Consumer’s attitude toward a

particular brand b

14
However, a few attributes, such as price, quality, or style, are more
important than others. It is often necessary to add an importance
weight for each attribute:

This is frequently
the case.

The importance the customer

attaches to attribute i

15
 Example
Perfect!
x3

Oh no!!! x10

16
We need to introduce an ideal point into
the multiattribute attitude model.

Consumer’s ideal level

of performance on
attribute i

Attributes

Specific
Elements
Importance
Beliefs
weights 17
 3
Attitude component
consistency

18
All three attitude components tend to be consistent

A change in one attitude

component tends to
produce related changes
in the other components.

If necessary, we change
our thoughts, feelings, or
behaviors to make them
consistent with other
experiences.
19
Factors reduce consistency:
● Lack of need
● Lack of ability
● Relative attitudes
● Attitudes ambivalence
● Weak beliefs and affects
● Interpersonal and situational influences

20
 Marketers can indirectly influence behavior by providing
information, music, or other stimuli that can alter a belief Long-lived
or feeling about the product.

Advanced
Unattractive
Feel Think Think engines
Act Mary

Status:
Ignore Normal design
Hyundai every high-income,
time she sees Normal technology Luxurious
its ads environmentally
Cheap price -friendly, aesthetic
girl, K-Pop fan, &
Nothing special
TikTok user
21
One day, Mary sees this video.

Oh, BTS. Let

watch.
22
Turns out, she very like BTS.

“Ahhh! BTS boys are so handsome! The images were

glamorous. The music was catchy. Was Hyundai creating a
trend on Tik Tok? Was it introducing eco-friendly mobility?
Since when has Hyundai used clean energy? What does the
message convey? I kinda like it!”
23
Hyundai was not
interesting. Not Hyundai was
worthy. interesting.
Marketers create an
experience.

Change in feeling

thinking
Change
in
Hyundai is
worthy to try.

Change in action
24
 4
Attitude change strategies &
Factors affecting the success
of these strategies
25
 4.1
Attitude change
strategies

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 Cognitive component
1. Change beliefs
Shifting beliefs about the brand's
performance through the dissemination of
facts or statements about performance

2. Shift importance
Convincing consumers that the relatively
strong attributes of their brands are the
most important

27
Cognitive component
3. Add beliefs
Introducing new features or benefits that
consumers should know about

4. Change ideal
Changing perceptions of the ideal
brand or situation

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 Affective component
1. Classical 3. Mere
conditioning exposure
Present a brand to an
Associate the brand with
individual on a large
positive affect
number of occasions

Increase the tendency to

like the brands

2. Affect toward
ad/website
29
 Behavioral component
Operant Conditioning

● Induce people to purchase or

consume the product while
ensuring that the purchase or
consumption will indeed be
rewarding

● Common techniques applying

operant conditioning: coupons,
free samples, point-of-purchase
displays, tie-in purchases, &
price reductions

30
 4.2
Factors affecting the
success of these
strategies
31
 Source characteristics
Source credibility
● Source credibility consists of two components: trustworthiness and expertise
● A communicator seen as knowledgeable and trustworthy is more considered as
highly credible message sources

Example 1: Testimonial ad - ISB Example 2: Third-party endorsements -

Hà Linh

32
 Source characteristics
Source credibility

How source credibility influence customer attitudes:

Enhance attitudes when consumers lack Enhance message processing and

the ability or motivation to form direct acceptance
judgments of the product’s performance

Chuyên gia
da liễu
33
 Source characteristics
Celebrity sources

Celebrity sources can be

effective for numerous
reasons:
● Attention
● Attitude toward the
ad
● Trustworthiness
● Expertise
● Aspirational aspects
● Meaning transfer

34
 Source characteristics
Celebrity sources

Aspirational aspects:
Imitate the behavior and style of a celebrity

Meaning transfer:
Effectiveness enhanced when
matching the image of the celebrity
with:
● Personality of the product
● Actual or desired self-concept of
the target market

35
 Source characteristics

Spokescharacters Sponsorship
36
 Appeal characteristics
Humorous
Fear appeals
appeals

Use the threat of negative (unpleasant) Attract attention and emotional

consequences if attitudes or behaviors response of customers, thus increases
are not altered their liking towards the ads

37
 Appeal characteristics
Emotional
Comparative ads
appeals

Directly compare the features Elicit a positive affective

or benefits of two or more response rather than to provide
brands information or arguments

38
 Appeal characteristics
Value-expressive Utilitarian
appeals appeals
Attempt to build a personality Inform consumers about
for the product or create an functional benefits that are
image of the product user important to the target market

39
 Message Structure Characteristics
One-sided versus Two-sided Messages

One-sided messages
Show only the benefits of the
brand's product without
mentioning any drawbacks

Present both good and bad

points, which makes most
marketers hesitant to attempt

Two-sided messages
40
 Message Structure Characteristics
Positive versus Negative Framing

Attribute framing
Where the frame focuses
on a single attribute

Goal framing
Where “the message
emphasizes the positive
consequences of taking an
action or the negative
consequences of not taking
that action 41
Message Structure Characteristics
Nonverbal Components

● Can influence attitudes through

affect, cognition, or both
● Include pictures, music, surrealism,
and other nonverbal cues
42
 5
The Elaboration Likelihood
Model to Persuasion

43
Overview
The (ElM) is a theory about how attitudes
are formed and and changed under
varying conditions of involvement.

Factors the ELM integrates select to

understand attitudes:
● Individual
● Situational
● Marketing

This model seeks to explain how people

process and respond to persuasive
messages.

44
 Central Route
Involve deep and systematic
processing of the message content

Have people carefully scrutinize the

message, consider its arguments and
evidence, and engage in extensive
thinking and analysis

Lead to lasting attitudes change and

greater resistance to
counter-arguments.

45
Peripheral Route
Occur when individuals are not highly motivated to
process the message or lack the cognitive
resources to do so.

Heuristic cues or peripheral factors people rely on:

the speaker's attractiveness, source credibility,
emotional appeals, or superficial characteristics of
the message

Persuasion via the peripheral route tends to be

less enduring and more susceptible to
counter-persuasion

46
Cue Relevance and Competitive Situation
Attitudes formed under the Central
Route tend to be stronger, more
resistant, more accessible, more
predictive than Peripheral Route
However, central route processing
involves extensive processing of
decision-relevant information or cues.
Emotions likely represent a central cue
for hedonic products → Influence
attitudes under high involvement.

Relative attitudes are critical in

competitive settings & peripheral cues
become the tiebreaker between
otherwise equivalent (parity) brands.
47
 Consumer Resistance to Persuasion
Consumers are not passive to persuasion
attempts. Instead, consumers are often
skeptical (an individual characteristic) & resist
persuasion.
Strongly held attitudes are harder to change
than weakly held attitudes.

When they do encounter such messages,

they tend to
(a) discredit the source as unreliable

(b) discount the importance of the issue or

attribute at hand
An ad for the American Pistachio Growers
(c) if all else fails, “contain” the negative
information so it doesn’t “spill over” to the entire
brand 48
INTENTION

49
 6
Intention & its important
forms marketers wish
to measure
50
 INTENTION
It is referred to as measuring the strength of a
consumer's intent to perform an action plan to
buy and consume.

51
 Four important forms of Intention
Informational Investigative Navigational Transactional
Intent Intent Intent Intent
● Capture ● In the ● Those, interested ● Most people
consumers in research in visiting a think of when
information- stage specific considering
gathering website/going buyer intention
stage ● Not quite directly to a with strong
ready to brand’s online purchase
● Search for a
purchase a store propensity
specific
product but
answer/ ● A term associated ● Have “high intent
currently
educating with search user to buy”, &
explore
themselves intent, rather than interested in
their
on a certain online shopper purchasing a
options
topic intent specific
product/service
52
Informational Intent

Engage these
customers with
educational
resources through
your content and
email marketing
strategy.
53
 Navigational Intent

Cosrx.com.vn
This is often a term associated with search user intent and they’re seeking out a specific
brand or web property. 54
 Transactional Intent
With the customers at
this stage, making the
sale is the name of the
game, and to do so,
you’ll want to provide
them with the
individualized
promotion or incentive
that they’re most likely
to take action on.

55
 7
Relationship between
Attitude & Intention

56
The Theory of Planned Behaviour (TPB):
A widely used theory of behaviour change proposing that attitudes, subjective
norms, and perceived behavioural control are 3 main determinants of intention

57
 The Theory of Planned Behaviour (TPB):
Behavioural beliefs Normative beliefs Control beliefs
Link the behaviour of Reflect the perceived Have to do with the
interest to expected pressure to engage in a perceived presence of
outcomes and experiences, certain behaviour and factors that may facilitate
producing a given depending on the population or impede performance of
outcome/experience & behavior studied a behavior

Attitude toward the Subjective Perceived

behavior norms behavioural control
Refer to a person's overall Refer to a person's perception Refer to a person's
evaluation of the behaviour of the social pressure confidence in their ability

58
 Attitudes have a direct effect on intention,
and indirect effects on intention through
subjective norms and perceived
behavioural control.

I love eating
Bánh Đồng Xu. My friends also
love eating
I'm going to eat a Bánh Đồng Xu.
Bánh Đồng Xu after
finishing the class.
Bánh Đồng Xu
is sold near my
school.

59
Company Example: Tesla
Behavior Intention
Purchase an electric vehicle (EV) Positive attitude towards EVs more likely
to have an intention to purchase an EV
Attitudes
● Positive attitudes: good for the
environment, more fuel-efficient
than gasoline-powered vehicles,
& fun to drive
● Negative attitudes: too
expensive, limited range, & lack
of charging stations
60
Educating people about the benefits Providing people with positive
of EVs experiences driving EVs

Making EVs more affordable

and accessible

61
 8
Conclusions & marketing
implications

62
 Intention is a strong predictor of behaviour in short period, but not
for long period.

Strong predictor of behavior in Less reliable predictor of behavior

short term: in long term:
Reflect a person's current motivation Other factors, such as habits,
and commitment to perform a specific situational constraints, & changes in
behavior motivation, can influence behaviour

63
To accurately predict behaviours, marketers should measure consumers’
intentions at the same level of abstraction and specificity as the action,
target, time components, and situation context of the behaviour

Action: Purchase a new smartphone

Target: iPhone 15 Pro Max 256GB natural titanium

Store: Apple Store

Timeframe: Within the next month

Situation context: While shopping for a new
smartphone at the Apple Store

How likely are you to purchase an iPhone 15 Pro

Max 256GB natural titanium from the Apple Store
within the next month?
64
 Before relying on measures of attitude & intentions to predict future
behaviour, marketers need to determine whether consumers can be
expected to have well-formed beliefs, attitudes, and intentions toward
those behaviours.
Company: Netflix

Product: Subscription video streaming

service
Beliefs: Convenient & affordable, having
a wide selection of content to choose
from, good quality viewing experience
Attitudes: Based on their beliefs,
customers may have a positive attitude
towards Netflix.
Intentions: Positive attitude towards
Netflix are more likely to have an
intention to subscribe to the service.
The convenience of the service, its
wide selection of content, or its good
quality viewing experience. Netflix
also offers free trials, which allow
customers to experience the benefits
of the service firsthand.
65
THANK YOU
FOR
LISTENING!
CB-09 _ Group 4 _ Khiêm | Hân | Phúc| Tâm | V.Anh
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