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11 Cards in this Set
- Front
- Back
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Attitudes |
A learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object Implicit attitude - at the unconscious level - involuntarily formed/typically unknown to us Explicit attitude - at the conscious level - deliberately formed and easy to self-report Attitudes are valanced - can be positive/negative, and have different strengths - depending on how far on the positivity/negativity scale they are |
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Functional Theory of Attitudes |
Explains how attitudes facilitate social behaviour - by identifying the dominant function a product serves for consumers, marketers can emphasise these benefits - Shavitt (1990) found coffee serves utilitarian function, subjects responded more positively to copy promoting taste than identity Utilitarian function - based on whether product provides pleasure/pain Value-expressive function - based on what product says about you as a person Ego-defensive function - formed to protect the person, either from external threats/internal feelings (e.g. Macho Marlboro cigarettes to protect against insecurity about masculinity) Knowledge function - formed as a result of a need for order/structure/meaning |
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Components of Attitudes |
Affect - the way a consumer feels about an attitude object Behaviour - the person's intentions to do something with regard to an attitude object Cognition - the beliefs a consumer has about an attitude object Emphasises interrelationships between knowing/feeling/doing All components based on beliefs, but an attitude is not a belief (beliefs are neutral) |
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Hierarchy of Effects |
Think - Feel - Do: consumer approaches a product decision as a problem-solving process - form beliefs by accumulating knowledge (beliefs) regarding relevant attributes, then evaluate this knowledge and form feelings (affect), finally based on this evaluation engage in a relevant behaviour - high-involvement purchases, often results in loyalty as consumer bonds with product over time and not easily persuaded to experiment with other brands Do - Feel - Think: consumer does not initially have a strong preference for one brand over another, instead acts on basis of limited knowledge then forms evaluation only after product has been used - attitude likely to come about through behavioural learning - low-involvement purchases Feel - Think - Do: consumers act on basis of their emotional reactions (experiential hierarchy) - while factors of beliefs/behaviours play a part, a consumer's overall evaluation of an attitude object is the core of an attitude (consumers form attitude based on first emotional response) - attitudes can be strongly influenced by intangibles (e.g. package design) - very much linked to sensory marketing |
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Ambivalent Attitudes |
A state in which an individual is inclined to give an attitude object equivalently strong positive or negative emotions More influenced by affect - emotion-based decision-making - when you don't know how you really feel it is often more influenced by emotion (e.g. attitude towards smoking may be less negative in an environment where the individual is at pub having fun with friends) - easy for marketers to change these consumers' attitudes temporarily If we experience good/bad simultaneously - the more prevalent factor will prevail (e.g. chocolate - i like taste vs makes me fat vs don't like how coco farmers are treated = dislike chocolate) Armitage & Conner (2000) found less ambivalent attitudes were more predictive of subsequent behavioural intentions/behaviour, but unrelated to attitude stability, and that ambivalent attitudes were more pliable in the face of persuasive communications - supports the bidimensional reconceptualization of the attitude construct |
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Self-Perception Theory |
People use observation of their own behaviour to determine what their attitudes are - we maintain consistency by inferring that we must have a positive attitude to a product if we have bought it Behaviour comes first, and then based on that the attitude is formed Relevant to low-involvement hierarchy - involves situations in which behaviours are initially performed based on implicit attitudes Explains effectiveness of foot in the door technique sales strategy (consumer more likely to comply with a request if first agreed to comply with a smaller request) - see selves as having a positive attitude - want to be consistent with how see selves - more likely to therefore comply with larger requests - also decisions are cognitively demanding, making a series of choices depletes resources available to monitor behaviour so opt for easier decisions down the road |
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Social Judgement Theory |
People assimilate new information about attitude objects in light of what they already know/feel - the initial attitude acts as a frame of reference, with new information categorised in terms of this existing standard People judge any incoming information to their own specific reference point - differ in terms of information they will find acceptable/unacceptable - form latitudes of acceptance around an attitude standard (ideas that fall within will be favourably received), latitudes of rejection around an attitude standard (ideas falling within this will be unfavourably received), latitude of non-commitment (a range of viewpoints where one feels primarily indifferent) Assimilation effect: messages within latitude of acceptance tend to be seen as more consistent with one's position that they actually are Contrast effect: messages within latitude of rejection tend to be seen as even further from one's position than they actually are - positive contrast effect (people will perceive something as better than it is as a result of exposure to a worse contrast sample) and negative contrast effect (people will think something is worse because they have a better comparison sample) Successful persuasive messages are targeted to the receiver's latitude of non-commitment - the less someone cares about something the larger their latitude of non-commitment and so the easier they are to persuade, the more extreme someone's stand the greater their latitude of rejection and so the harder they are to persuade |
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Balance Theory |
People desire relations among elements in a triad to be harmonious/balanced - unbalance causes state of tension until perceptions are changed and balance restored Triad consists of a person (P) and their perceptions of an attitude object (X) and some other person/object (O) - perceptions can be positive or negative, and are altered in order to make relations among them consistent Elements can go together in 2 ways - unit relation (belonging) and sentiment relation (like/dislike) Explains why consumers like to be associated with positively valued objects - forming a unit relation with popular product may improve one's chances of being included as a positive sentiment relation in other triads At heart of celebrity endorsements - marketers hope star's popularity will transfer to the product (e.g. positive sentiment relation with star, who has positive unit relation with product that previously had negative sentiment relation with - change perception of product to positive to balance triad) |
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Cognitive Dissonance Theory |
A situation involving conflicting attitudes/beliefs/behaviours leads to cognitive dissonance - to reduce dissonance changes in attitudes/beliefs/behaviours are made Humans motivated to reduce tension - easier to change attitudes than beliefs/behaviour Explains why people tend to find even more reason to like a product after the purchase - avoid post-purchase dissonance - marketers should provide reinforced marketing |
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Theory of Planned Behaviour |
Consumers consider the behavioural/social consequences of alternative behaviours and choose the one with the most desirable consequences for themselves that seems reasonable to carry out Domain - any reasonably complex behaviour which is, at least partly, under volitional control Behavioural Intention - connecting self and future actions - plan to engage in a behaviour to reach a goal (vary in strength - stronger behavioural intention = more predictable behaviour) Assumes human behaviour is guided by 3 different beliefs: Behavioural - attitude toward the behaviour (affective attitude - whether behaviour is enjoyable, instrumental attitude - whether behaviour beneficial/harmful) Normative - support given/not given by family/friends etc. (injunctive - whether or not others encourage, descriptive - whether or not others engage) Control - perceived behavioural control (integrates external limiting/facilitating factors with beliefs that these factors are within/outside control) Social marketing campaigns designed to increase positive attitudes, subjective norma and perceived behavioural control (e.g. smoking kills adverts) However, assumes consumers to be rational decision makers - not always the case - disparity between attitude and behaviour (e.g. 2012 Superbowl adverts - Bud Light & Doritos most popular/generated most buzz - but according to market research did not make people want to buy the product) |
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Elaboration Likelihood Model |
Assumes that once a consumer receives a message they begin to process it - depending on relevance of information one of two routes to persuasion will be followed Under conditions of high-involvement the consumer takes the central route (when consumer finds information to be relevant/interesting they carefully attend to content) - likely to think about arguments presented and generate cognitive responses - beliefs carefully formed/evaluated - results in strong attitudes that will be likely to guide behaviour (importance of message factors e.g. quality of arguments presented in determining attitude change) Under conditions of low-involvement the consumer takes a peripheral route (not motivated to think deeply about arguments presented) - likely to use other cues in deciding on suitability of message (peripheral cues e.g. packaging/attractiveness of source) - paradox of low involvement: when consumers don't care about product the stimuli associated with it increase in importance (importance of message context - packaging, source) However - does not accurately reflect the way in which people process information - depicts humans as single-channel information processors - does not allow for dual-channel processing Andrews & Shimp (1990) found for undergraduates exposed to mock adverts for a new brand of low-alcohol beer: H-I subjects had more thoughts related to ad messages than L-I who devoted more cognitive activity to sources used in ad, attitudes of H-I more likely to be swayed by powerful arguments than L-I who were more likely to be influenced by ads using attractive sources Petty et al (1983) found evidence of 2 distinct routes to persuasion: the manipulation of argument quality had a greater impact on attitudes under high involvement than low involvement, under low involvement celebrity status of endorsers was a very potent determinant of attitudes, under high involvement celebrity status had no effect, but cogency of product information was powerful determinant of product evaluation |
