The Power of Attitude

Attitude is a learned predisposition to respond to an object or a class of objects in a consistently

favorable or unfavorable way. It is a lasting, general evaluation of people, objects,
advertisements, or issues. Whereas Attitude Object (Ao) is defined as anything towards which
one has an attitude can be a physical object or an abstract idea. The attitude object that is going
to be discussed is Adidas shoes.

Functional Theory of Attitudes

There are four functional theories of attitudes that are developed to explain how attitudes
facilitate social behavior. They are:
a) Utilitarian Function
Utilitarian function is related to the basic principles of reward and punishment. We
develop some attitudes toward products simply on the basis of whether these products
provide pleasure or pain. Here for example, if a person likes the design of an Adidas
shoes, that person will develop a positive attitude toward Adidas shoes. Adidas uses their
product benefits to appeal to utilitarian function, i.e. for their running shoes, the shoes are
produced from suede material to make certain that they are soft and light, which is an
essential criteria for running shoes, therefore people will buy the shoes for the benefits.
b) Value-Expressive Function
Attitudes that perform a value-expressive function express the consumer's central values
or self-concept. A person forms a product attitude not because of objective product
benefits, but rather because of what using the product says about him or her as a person
Value-expressive attitudes are highly relevant to life-style analyses, where consumers
cultivate a cluster of activities, interests, and opinions to express a particular social
identity. As Adidas most powerful tagline suggest, Impossible is Nothing, a person
who uses Adidas product is expressed as someone who is a challenging and nothing is
impossible for them to achieve their goal. And for their newest tagline, Adidas is All In,

a person who uses Adidas products is expressed as anybody who has ever done anything
theyre passionate about has gone all in, no matter if thats on the football pitch, on the
catwalk, on the screen or on the court.
c) Ego-Defensive Function
Attitudes that are formed to protect the person, either from external threats or internal
feelings of insecurity, perform an ego-defensive function. Here, by using Adidas shoes, a
person will not be feeling afraid of achieving their goal as the tagline suggest. The
product helps build confidence in their consumers. For example, an amateur joined a
marathon but think that he/she cannot finish it, but by wearing Adidas shoes, nothing is
impossible and makes them think they can finish the line.
d) Knowledge Function
Some attitudes are formed as the result of a need for order, structure, or meaning. This
need is often present when a person is in an ambiguous situation or is confronted with a
new product, for example, Adidas website provides information.

Components of Attitude
An attitude has three components and they are:
a) Affect
The way a consumer feels about an attitude object. For example, I feel very comfortable
when wearing Adidas shoes for running.

b) Behaviour
A consumer's actions with regard to an attitude object. For example, I will recommend
my friends to buy Adidas shoes and in future I will purchase it again.

c) Cognition
The beliefs a consumer has about an attitude object. For example, I think that Adidas
shoes are high quality.

Views of Attitudes
There are three hierarchies of effects to explain the relative impact of the three components, they
are:
a) Standard Learning Hierarchy

Cognition

Affect

Behaviour

(Think)

(Feel)

(Do)

This hierarchy assumes that a person approaches a product decision as a problem solving
process. Firstly a person forms beliefs about Adidas shoes as he/she accumulates
knowledge (beliefs) of the attribute of the shoes, i.e. Adidas shoes is high quality through
friends, advertisements and then do researches. Next, the person will evaluate beliefs and
forms a feeling (affect), i.e. like Adidas shoes. Finally, the person will engage in relevant
behavior, i.e. buy the Adidas shoes because he/she like the high quality of the shoes.
This hierarchy assumes that a consumer is highly involved when they make purchase as
they are motivated to seek out a lot of information, carefully weigh alternatives and come
to a thoughtful decision. This careful choice process often creates brand-loyal-consumer
"bonds" with product.
b) Low-Involvement Hierarchy

Cognition

Behaviour

Affect

(think)

(do)

(feel)

At first, the consumer does not have strong preference for one brand over another; instead,
they act on limited knowledge then form a belief only after they buy the product. The
attitude is likely to come about through behavioral learning, as good or bad experiences
reinforce initial choice. For example, I saw my friends wearing Adidas shoes to class, in
order to fit in the group, I also bought a pair of Adidas shoes but then I feel that the shoes
are not comfortable for my legs and I do not like it.

c) Experiential Hierarchy

Affect

Behaviour

Cognition

(feel)

(do)

(think)

This hierarchy of effects says that we act on our emotional reactions. The experiential
perspective highlights the idea that intangible product attributes, such as package design,
advertising, brand names and the nature of the setting in which the experience occurs, can
help shape our attitude toward a brand. For example, I like the design of the Adidas shoes,
especially Jeremy Scott series, so I bought a pair of it and then finally I will evaluate
whether this shoes is good or not.

Attitude Commitment
Consumers vary in their commitment to an attitude; the degree of commitment relates to their
level of involvement with the attitude object.

Internalization
Identification
Compliance
Compliance is the lowest level of commitment and we form an attitude because it helps us to
gain rewards or avoid punishments. For example, I have to buy running shoes as soon as possible
as tomorrow will be the marathon day and there is only an Adidas shop nearby my house so I
bought a pair of Adidas shoes.
Identification is the middle level of commitment and it occurs when we form an attitude to
conform to another person or group. For example, all my friends are wearing Adidas shoes for
the marathon so I bought a pair of Adidas shoes as well to conform to them. Or, my idol, David
Bechkam endorsed Adidas running shoes, to identify myself with him, I bought the Adidas shoes.
Internalization is the highest level of commitment and it is a deep-seated attitude that becomes
part of a consumers value system. For example, I buy Adidas shoes because I associate myself
as a challenging person and nothing is impossible for me, so by buying Adidas shoes for the
marathon, it makes me feel more confidence to achieve my goal.

Consistency Principal
We seek harmony among thoughts, feelings and behaviours. Therefore, we will change
components to make them consistent. It relates to the theory of cognitive dissonance where we
take action to resolve dissonance when our attitudes and behaviours are inconsistent. The
theories to reduce cognitive dissonance are:

a) Social Judgment Theory

Perspective that people assimilate new information about attitude objects in light of what
they already know or feel; the initial attitude acts as a frame of reference, and new
information is categorized in terms of this standard. Incoming messages are filtered down
two possible pathslatitudes of acceptance and latitudes of rejection. If the new
information is similar to existing information, the consumer follows the latitude of
acceptance and accepts the opinion, this is known as assimilation effect. For example, I
think that Adidas shoes are high quality and my friends also thinks so. In contrast, if the
information is disparate, the consumer follows the latitude of rejection and rejects the
opinion this is known as contrast effect. I am a diehard friend of Adidas shoes but
suddenly my friend say that it is easily worn out and I do not believe it therefore rejected
his opinion.

b) Balance Theory
Theory that considers relations among elements a person might perceive as belonging
together and people's tendency to change relations among elements in order to make them
consistent or balance. Balance theory involves three elements, a person, his/her
perceptions of an attitude object and his/her perception of other person or object. For
example, Jane admire Justin Bieber as her idol but she dislikes Adidas Neo even though
Justin Bieber is the ambassador.

Jane

Adidas Neo

Justin Bieber

To achieve consistency, in the first situation, Jane can stop liking Justin Bieber.

Jane

Justin Bieber

Adidas Neo

In another situation, Janes liking for Justin Bieber could prompt her to like Adidas Neo
as the shoes are fashionable.

Jane

Justin Bieber

Adidas Neo

Next, Jane can convince herself that Justin Bieber does not really like Adidas Neo, he
endorse it just to earn money.
Jane

Adidas Neo

Justin Bieber

In the last situation, Jane could choose to leave the field by liking another celebrity,
Emma Watson who does not endorse Adidas Neo.

Jane

Justin Bieber

Adidas Neo

How Do Marketers Change Attitudes?

a) Scarcity
Adidas uses scarcity to change consumers attitudes. Soccer players are clamouring
for the cleats Lionel Messi wore for much of the recent World Cup, but only a few
people were lucky enough to get the boots Adidas made for his birthday on June 24.
Messi turned 27, so Adidas made 27 pairs of the cleats. Well, 28, if you count the pair
it gave to the Argentine star.

b) Authority

Adidas uses Lionel Messi as an indisputable authority figure in the world of sports,
more specifically soccer. Theres no doubt about it. His influence and popularity lead
him to be the visible face of countless advertising campaigns, whether sport-related or
not. The use of sports figures has been a classic resource of Adidas over the years. On
their website we can also see the important aesthetic display of their various
campaigns

c) Liking
Adidas uses Celebrity endorsements to change consumer attitudes. Celebrities such as
David Beckham, Katy Perry, Justin Bieber and more endorse Adidas products.
Adidas use this strategy because consumer will agree with those they like or admire
especially celebrities.

Source Credibility

A communications sources perceived expertise, objectivity or trustworthiness, credibility is

persuasive when new product, unknown. Building credibility; source's qualifications relevant to
product; credibility is subjective decision. For example, for football shoes, Adidas endorsed
Lionel Messi who is the best footballer in the world, his expertise and trustworthy in the field
help the sales of football shoes.

Source Attractiveness

The sources perceived social value: physical appearance, personality, social status, similarity to
receiver. For example, Jeremy Scott Adidas endorsed, Korean girl group 2NE1. Koreans are
known for their beauty and attractiveness.

Star Power: Celebrities as Communications Sources

Star power works because celebrities embody cultural meanings by symbolizing important
categories like status & social class. For example, Adidas Neos ambassador is Justin Bieber who
has a very large fan base.

Comparative Advertising
A strategy where message compares two or more specifically named brands and compares them
in terms of one or more attributes. For example, Adidas compare it shoes with Nike that it can
performs better in long run.

Types of Message Appeals

a) Emotional vs. Rational Appeals

Whether to use emotion or rational argument depends on the situation. It may depend on
the nature of the product and the relationship consumers have with the product. Adidas
uses emotional appeals an example, is their endorsements for Team Gb in the Olympics.
As the only official sponsor directly associated with sporting endeavors, Adidas certainly
had the opportunity to have a hugely successful summer.
The focal point of Adidas Olympic campaign was their series of Take the Stage print
ads and TV spots. The formers restrained and unadorned aesthetic hit a perfect

chord. Featuring little more than three words of copy and close-ups of key Team GB
athletes preparing themselves before their moment of truth, the outdoor and print adverts
delivered an impactful, emotionally charged message.
The accompanying TV campaign also made Team GBs stars their main feature. The
adverts revolved around the trials and tribulations of working towards Olympic glory,
giving the athletes themselves a platform to communicate to viewers how stressful taking
on the nations burden of expectations really is. This also worked excellently. By making
spectators privy to the nations great hopes inner fears, Adidas appealed to our sense of
emotion and empathy. The spots gritty Grime/Dub step soundtrack and numerous shots
of urban Britain served to underscore the authenticity of the campaign, and, lest we forget,
the brands own image. Between the runaway success of Team GB and the raw visual
and sonic tone of the campaign, Adidas will have captured the hearts of the nation

And as Team GB started to win numerous medals and rise to 3rd in the league table,
Adidas focused on the emotions that accompany winning, in a video featuring Team GB,
along to the Queen soundtrack Dont stop me now. The winning Olympians
were subtly clothed in Adidas product, but this wasnt important -- the focus was on the
joy and exhilaration of winning, taking part and feeling as if you and Jessica were friends
as you watched her and her peers messing around like kids in the video. This approach
will have captivated consumers attention and driven sales far more effectively than the
jargon addled advertising that often accompanies high-end athletics apparel.

b) Sex Appeals

Sex appeals can be very good for getting attention but also come with risks. The ad
shows a man and a woman from their knees down to their feet which a text caption The
first thing she noticesare your shoes. The man is wearing brand new Adidas shoes
with jeans. The woman, however, is wearing black high heels and her panties are at her
ankles.
Adidas aimed this ad directly at men to buy Adidas shoes. The ad suggests that if you
wear Adidas shoes you get women to take off their clothes.
c) Humorous Appeals

Humour is also a good choice for gaining attention but one has to be careful that the
humour does not overwhelm the primary message. This ad shows that by using Adidas
Climacool clothing and shoes, it is so cool that it blew everything around. But actually it
wants to show that Adidas Climacool help you keep dry or manage sweat better. The
more advanced help is it kills micro bacteria to eliminate unwanted smell.

The Message as Art Form

a) Metaphor

A metaphor places two dissimilar objects into a close relationship such that X IS Y.
This ad here shows an Adidas Chameleon shoes, where Adidas shoes is a Chameleon. It
is trying to shows that Adidas shoes and chameleon has a common ground which is grip
on every surface