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447 Attitude Student
447 Attitude Student
What is an attitude?
A learned predisposition to respond to an object or a class of objects in a consistently favorable or unfavorable way.
Attitudes are relatively enduring. Attitudes are situation-related.
Functions of Attitudes
Utilitarian function
Ego-defensive function Knowledge function Value-expressive function
Tricomponent Model
Cognitive component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
Affective component
The emotions or feelings associate with a particular product or brand.
Conative component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
Multiattribute Model
Aj = BijIi
Where:
i = attribute or product characteristic j= brand
Such that:
A = the consumers attitude score for brand j I = the importance weight given to attribute i by the consumer B = the consumers belief as to the extent to which a satisfactory level of attribute i is offered by brand j
Simplified Version
Beliefs that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Motivation to comply with the specific referents
Subjective Norm
Gives me a mode of transportation (+) Will put me in financial difficulty (-) Will lead to high upkeep costs (-) Will cost more now than later (-) Will lead to high insurance rates (-)
Attitude-toward-the-Ad Model
Very specific to understanding the impact of advertising on consumer attitudes about a particular product or brand.
Exposure to advertising affects attitudetoward-the ad and attitude-toward-the brand.
Attitude-toward-the-Ad Model
Very specific to understanding the impact of advertising on consumer attitudes about a particular product or brand. Exposure to advertising directly affects beliefs about the ad and brand, and feelings about the ad. Exposure to advertising indirectly affects attitude toward the brand and attitude toward the ad.
Exposure to ad
Changing attitudes.
Change beliefs and attitudes through persuasion Elaboration likelihood model of persuasion (ELM)
Motivation to Elaborate
Ability to Elaborate
High
Amount of Elaboration
Low
Central route
Communication (source,message, channel) Attention and comprehension
High-involvement processing
Cognitive responses
Behavior change
Peripheral route
Low-involvement processing
Belief change
Behavior change
Attitude change
Changing attitudes...
Changing attitudes directly though behavior
Cognitive Dissonance Theories
Balance Theory Social Judgment Theory
Attribution Theory
Balance Theory
Consumers strive for consistency between interconnected attitudes. Marketers can influence attitudes by creating imbalance within the target of persuasion-motivates consumer to change one or more of the interconnected attitudes to restore balance.
If low involvement:
Wide latitude of acceptance Wide latitude of noncommitment
Attribution Theory
Consumers make inferences about behaviors, assign causality--blame or credit--to events on the basis of their or others behaviors. In the process of assigning causality, form attitudes. Marketing implications:
Offer high quality products Advertising should emphasize quality. Moderate-sized incentives.