ATTITUDE

Attitude

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
2

What Are Attitudes?

Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid?

It is Stylish, Safe, and Good for the Environment

Attitudes and Influencing Attitudes

An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. Attitudes serve four key functions for individuals: 1. Knowledge function

2.
3. 4.

Value-expressive function
Utilitarian function Ego-defensive function

A Simple Representation of the Tricomponent Attitude Model

Cognition

The Tricomponent Model

Components
What you know and think about an object (product).
Acquired from direct or indirect experience/knowledg e
8

Cognitive Affective Conative

The Tricomponent Model

Components
A consumers emotions or feelings about a particular product or brand

Cognitive Affective Conative

The Tricomponent Model

Components
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
10 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

Cognitive Affective Conative

Attitudes and Influencing Attitudes

Attitude Components and Manifestations

11-11

Attitude Components
Attitude Component Consistency

The Multiattribute Model Fishbein and Azjen

Considers attitude formation based on the cognitive component
Weighted attributes Attitude index

Multiattribute Model
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

Aj = BijIi

Understanding the Multiattribute Model

All relevant product attributes, based on consumers perceptions, need to be included in the model to provide dimensionality.
Even though there may be several relevant attributes, they are not generally equally important. The importance weight of the formula allows adjustment of the importance of each attribute individually.

Understanding the Multiattribute Model...

Beliefs represent the extent to which each product offers satisfaction for the attribute in question.

Advantages of Multiattribute Model

Clearly shows what is important to consumers about a given product. Shows how well brands do relative to each other. Shows how well a specific brand does with respect to attributes perceived as important to consumers.

Weakness of Multiattribute Model

Not a perfect predictor of consumer behavior Lots of variables determine behavior in addition to attitude:
Involvement Friends Family Financial resources Availability of product

Attitude Components
Attitude Component Consistency

Seven factors may account for inconsistencies:

1. Lack of Need 2. Lack of Ability 3. Failure to Consider Relative Attitudes 4. Weakly Held Beliefs and Affect

5. Failure to Consider Interpersonal Influence

6. Failure to Consider Situational Factors 7. Measurement Issues
11-19

Attitude Change Strategies

Change the cognitive component
Change beliefs Shift importance Add beliefs Change ideal

Change the affective component Classical conditioning Affect toward ad Exposure Change the behavioral component

Communication Characteristics that Influence Attitude Formation and Change

Three types of communication characteristics:
1. Source Characteristics

Represents who delivers the message

2. Appeal Characteristics

Represents how the message is communicated

3. Message Structure Characteristics

Represents how the message is presented

11-21

Communication Characteristics that Influence Attitude Formation and Change

Source Characteristics 1. Source Credibility

2.

Persuasion is easier when the target market views the message source as highly credible Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer Sponsorships often work in much the same manner as using a celebrity endorser

Celebrity Sources

3.

Sponsorship

11-22

Communication Characteristics that Influence Attitude Formation and Change

Appeal Characteristics 1. 2. 3. 4. 5. Fear Appeals Humorous Appeals Comparative Ads Emotional Appeals Value-Expressive versus Utilitarian Appeals

11-23

Communication Characteristics that Influence Attitude Formation and Change

Message Structure Characteristics 1. 2. One-Sided versus Two-Sided Messages Positive versus Negative Framing

3.

Nonverbal Components

11-24

Communication Characteristics that Influence Attitude Formation and Change

Message Structure Characteristics
Positive versus Negative Framing

Attribute Framing Only a single attribute is the focus of the frame.

Goal Framing Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act.

11-25

Communication Characteristics that Influence Attitude Formation and Change

Message Structure Characteristics Nonverbal Components Nonverbal components can influence attitudes through affect, cognition, or both.

Emotional ads often rely primarily or exclusively on nonverbal content to drive emotional responses. These can include:
pictures music surrealism