Attitude & Attitude

Change
Presented By : Maker’s And Doer’s
 Meet The Group

Janela Cruz
Jessa Morales Brian Talplacido
MEMBER
COACH SPEAKER

Irish Airielle Sta. Maria Maegan Garcia

RECORDER TECHNICAL
 Learning Objective
In this section, we will learn about attitudes and how marketers design
strategies to strengthen consumers’ attitudes or change attitudes to
favour their marketing purposes.

1. Define the meaning of “attitudes” and summarize its key features.

2. Identify strategies used to change attitudes.
3. Explain the relationship between “involvement” and “attitudes.”
4. Identify ways in which marketers can use persuasion to form or
change consumer attitudes.
ATTITUDE
 ATTITUDE
When we say that attitudes are evaluations, we mean that they
involve a preference for or against the attitude object, as commonly
expressed in terms such as prefer, like, dislike, hate, and love. When
we express our attitudes—for instance, when we say, “I like
swimming,” “I hate snakes,” or “I love my
parents” —we are expressing the relationship (either positive or
negative) between the self and an attitude object. Statements such as
these make it clear that attitudes are an important part of the self-
concept.
 THE PURPOSE OF ATTITUDE
Human beings hold attitudes because they are useful. Particularly, our attitudes
enable us to determine,often very quickly and effortlessly, which behaviours to
engage in, which people to approach or avoid,
and even which products to buy (Duckworth, Bargh, Garcia, & Chaiken, 2002;
Maio & Olson, 2000).
You can imagine that making quick decisions about what to avoid or approach has
had substantial
value in our evolutionary experience.
 The ABC’s of Attitudes
• AFFECT: Our feelings and emotions that help us
express how we feel about a person/event/object

• BEHAVIOUR: What we intend to do or how we intent

to act regarding the person/event/object

• COGNITION: Our thoughts are beliefs about a

person/event/object
Response Hierarchies: Which Comes First?
Although most attitudes are determined by affect, behavior,
and cognition, there is nevertheless variability in this regard
across people and across attitudes. Some attitudes are more
likely to be based on feelings, some are more likely to be
based on behaviors, and some are more likely to be based on
beliefs.For example, your attitude toward chocolate ice cream
is probably determined in large part by affect—although you
can describe its taste, mostly you may just like it.
 Cognition → Affect → Behaviour [C-A-B].
Research, however, shows that we form attitudes in
different sequences based on different circumstances. If
we’re not very involved in or don’t care much about a
purchase, we may just buy a product on impulse or
because we remember a catchphrase about it instead of
carefully evaluating it in relation to other products. In
that case, action precedes feeling and thought:
Behaviour → Affect → Cognition [B-A-C].
Conversely, feelings — rather than thoughts —
may drive the entire decision process; our
emotional reactions may drive us to buy a product
simply because we like its name, its packaging
design, or the brand image that ads create. In this
case, we see the product, have a feeling about it,
and buy it:
Affect → Behaviour → Cognition [A-B-C].
Although most attitudes are determined by affect, behaviour,
and cognition, there is nevertheless variability in this regard
across people and across attitudes. Some attitudes are more
likely to be based on feelings, some are more likely to be based
on behaviours, and some are more likely to be based on beliefs.
For example, your attitude toward chocolate ice cream is
probably determined in large part by affect—although you can
describe its taste, mostly you may just like it.
 The Principle of Attitude Consistency
The Principle of attitude consistency (that for any given attitude
object, the ABCs of affect, behaviour,and cognition are normally in
line with each other) thus predicts that our attitudes (for instance, as
measured via a self-report measure) are likely to guide behaviour.
Supporting this idea, meta-analyses have found that there is a
significant and substantial positive correlation among the different
components of attitudes, and that attitudes expressed on self-report
measures do predict behaviour (Glasman & Albarracín, 2006).
 Normative Influences
Norms can have a powerful influence on consumer
attitudes & behaviour. Norms define how to behave in
accordance with what a society has defined as good, right,
and important, and most members of the society adhere to
them.
 SOCIAL NORMS
Cialdini & Trost (1998) defined social norms as
accepted group rules and standards that guide
our behavior without the force of law. We can
also think of norms as representing what we
ought to do or the correct thing to do. They are
the accepted way of thinking, feeling and
behaving that the group supports.
 SUBJECTIVE NORMS
refer to the degree of social pressure an individual feels regarding
the performance or non-performance of a specific behaviour (Ajzen,
1988). Subjective norms are influenced by ones’ perception of the
beliefs based on parents, friends, partners, acquaintances and
colleagues. This plays a significant factor in how people are
influenced in the way they perceive behavior and views.
 DISCRIPTIVE NORMS
defined as, “the perception of what most people
do in a given situation” (Burger, 2021). Most of
us, most of the time, are motivated to do the
right thing.
 The Theory of Planned Behaviour
Our attitudes are not the only factor that influence our decision to act. The
theory of planned behaviour, developed by Martin Fishbein and Izek Ajzen
(Ajzen, 1991; Fishbein & Ajzen, 1975), outlines three key variables that
affect the attitude-behaviour relationship:

a. the attitude toward the behaviour (the stronger the better)

b. subjective norms (the support of those we value)
c. perceived behavioural control (the extent to which we believe we can
actually perform the
behaviour).
Self-Determination & Intrinsic Motivation in Attitudes

The self-determination theory theory describes motivated behaviour as part

of a continuum that ranges from autonomous to controlled actions (Huffman,
2014) The theory proposed by Edward Deci and Richard Ryan (2000) states
that understanding motivation
requires taking into account three basic human needs:
• autonomy— the need to feel free of external constraints on behavior
• competence— the need to feel capable or skills
• relatedness— the need to feel connected or involved with others
Another intrinsic motivation, WARM GLOW EFFECT
The Four Functional Theories of Attitude

1.KNOWLEDGE FUNCTION
2.EGO-DEFENSIVE FUNCTION
3.UTILITARIAN FUNCTION
4.VALUE-EXPRESSIVE FUNCTION
 Cognitive Dissonance
Festinger’s theory of cognitive dissonance states that
when we experience a conflict in our behaviours,
attitudes, or beliefs that runs counter to our positive
self-perceptions, we experience psychological
discomfort (dissonance).
Multi-Attribute Attitude Model
Marketers desire the ability to better
understand consumers’ attitudes towards their
products and services. However, attitudes are
complex and a consumer may have a range of
attitudes (favorable and unfavorable) towards
a single product or service—not just one.
CHANGING
ATTITUDE
 CHANGING ATTITUDE
Changing attitude in the context of consumer behavior refers to the
process of altering a person's opinions, beliefs, or feelings about a
product, service, brand, or organization. This can result from various
factors such as marketing efforts, personal experiences, social
influence, or new information, leading individuals to have a more
favorable or unfavorable attitude toward a particular offering.
Marketers often aim to change consumer attitudes in a way that
encourages purchase or loyalty.
 Persuasion
defined as “the process by which a message induces change in
beliefs, attitudes,or behaviours” (Myers, 2011). Persuasion
can take many forms. It may, for example, differ in whether it
targets public compliance or private acceptance, is short-term
or long-term, whether it involves slowly escalating
commitments or sudden interventions and, most of all, in the
benevolence of its intentions.
 Central Route
Logic driven and uses data and facts to convince
people of an argument’s worthiness. The central route
to persuasion works best when the target of
persuasion, or the audience, is analytical and willing
to engage in processing of the information.
 Peripheral Route
is an indirect route that uses peripheral cues to associate
positivity with the message (Petty & Cacioppo, 1986).
Instead of focusing on the facts and a product’s quality,
the peripheral route relies on association with positive
characteristics such as positive emotions and celebrity
endorsement.
 The Source of Persuasion
1.Perceived Authority
2.Honesty
3.Likability
 Source Credibility
means that consumers perceive the source (or
spokesperson) as an expert who is objective and
trustworthy (“I’m not a doctor, but I play one on TV”).
A credible source will provide information on
competing products, not just one product, to help the
consumer make a more informed choice.
 Source Attractiveness
refers to the source’s perceived social value, not just his
or her physical appearance. High social value comes
partly from physical attractiveness but also from
personality social status, or similarity to the receiver. We
like to listen to people who are like us, which is why
“typical” consumers are effective when they endorse
everyday products.
 Match-Up Hypothesis
The Match-Up Hypothesis suggests that the effectiveness of
celebrity endorsements or spokespersons in advertising
depends on the compatibility or "match-up" between the
celebrity and the product or brand they are promoting. In
essence, the hypothesis posits that a good fit between the
celebrity and the product can enhance the persuasiveness of
the advertisement.
 Celebrity Endorsements
Involve well-known individuals, such as actors, athletes, or public
figures, promoting products or services. These endorsements leverage
the celebrity's popularity, trustworthiness, and likability to influence
consumer attitudes and purchasing decisions. While they can enhance
a brand's visibility and credibility, the effectiveness of celebrity
endorsements can vary based on factors like the celebrity's relevance
to the product, their image, and the authenticity of the endorsement.
 The Balance Theory of Attitudes
The model can be used to predict the behaviour of consumers in
situations where a celebrity endorser may be involved. If the
audience(consumers) have a favorable attitude towards a celebrity and
perceive that the celebrity likes a particular brand (communicated
through an endorsement deal), the consumer is more likely to develop a
positive attitude towards the brand—thus providing “balance” between
all three components in the triad (the consumer, the celebrity, and the
brand).
 Creatively Persuasive
1.Reciprocity
2.Social Proof
3.Commitment & Consistency
4.A Door in the Face
5.“And That’s Not All!”
6.The Sunk Cost Trap
7.Scarcity & Psychological Reactance
Thank You