Chapter 11: Attitude

Front 1

Attitude

Back 1

✽ It is a learned predisposition to
behave in a consistently favorable &
unfavorable way with respect to a
given object in a particular situation

-It is a state of mind that is
important in explaining &
predicting behavior

Front 2

An attitude is an

Back 2

enduring organization of motivational,
emotional, perceptual, and cognitive
processes with respect to some
aspect of our environment.

Front 3

Attitudes have 3 Components:

Back 3

Affective (feelings)

Behavior (response tendencies)

Cognitive (beliefs)

Front 4

Attitude components and manifestations (process)

Back 4

Front 5

Affective Component of a watch

---> Consumer Attitude = This is a good watch and I like it.

Back 5

✽ This watch is so cool.
✽ I feel thrilled to see it.
✽ What a joy this product is!

Front 6

Behavior Component of a watch

---> Consumer Attitude = This is a good watch and I like it.

Back 6

✽ I am likely (unlikely) to buy
this watch.
✽ I intend (do not intend) to wear
this watch

Front 7

Cognitive Component of a watch

---> Consumer Attitude = This is a good watch and I like it.

Back 7

✽ Automatically shows local time
no matter where you are in the
world
✽ Is Internet-ready
✽ Gives you up-to-the-minute
sports events
✽ Can help you manage your
calendar
✽ You can get information on
local restaurants and movie
theater locations and timings

Front 8

What do we use to measure AFFECTIVE attitude components?

Back 8

SAM (Self Assessment Manikin) provides visual representation of 232 "emotional adjectives" underlying PAD (pleasure arousal dominance). SAM is a graphical character that is manipulated to portray emotions & more directly tap emotional responses. (dolls w/ 3 rows corresponding to P A D)

Front 9

What do we use to measure COGNITIVE attitude components?

Back 9

MULTI ATTRIBUTE MODELS: Attitude is a function of the perceptions
of key attributes/ beliefs held with regard to
objects:

Ao = Attitude towards the object
bi = Strength of the belief that the object has attribute ‘i’
ei = Evaluation of attribute i
n = Number of salient beliefs about the object

Front 10

What do we use to measure BEHAVIORAL attitude components?

Back 10

Measuring Actions or Intended Actions: Direct questioning.
I will buy orange juice when purchasing a soft drink.
I will recommend orange juice to my friends.

Strongly Disagree1 2 3 4 5 Strongly Agree

Front 11

Which component of attitude represents one's
tendency to respond in a certain manner toward
an object or activity?

Back 11

behavioral

Front 12

Attitude change strategies: How to change the cognitive component

Back 12

-Change beliefs (e.g., Kia is a smooth ride instead of rough)
-Change/shift the importance that consumers
assign to the attribute (Tesla - highlight its strongest attributes)
-Add beliefs (IBM added "shock absorption"

Front 13

Attitude change strategies: How to change the AFFECTIVE component

Back 13

-Classical conditioning
-Affect toward the Ad or website (Aad or Aweb)

-Mere exposure: simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive.

Front 14

How to change the BEHAVIORAL component

Back 14

Behavior can lead directly to affect, to cognitions, or both simultaneously. Changing behavior prior to changing affect or cognition is based on operant conditioning - induce customer to purchase while ensuring that the purchase will indeed be rewarding.

Front 15

Factors influencing attitude change

Back 15

✽ Individual characteristics
✽ Situational characteristics
✽ Communication characteristics

Front 16

Attitude Change: Elaboration Likelihood Model

Back 16

is a theory about how attitudes are formed and changed under varying conditions of involvement. Thus, the ELM integrates select individual, situational, and marketing factors to understand attitudes.

-ELM suggest INVOLVEMENT is a key determinant of how info is processed & attitudes changed.

Front 17

ELM: Central vs. peripheral route to persuasion map

Back 17

Peripheral: People process the message superficially

Front 18

attitudes
formed under the central route tend
to be

Back 18

-Stronger
Ø more accessible from memory, and
Ømore predictive of behaviors (although depends on personality)

Front 19

attitudes
formed under the peripheral route tend
to be

Back 19

-people process info superficially

-lower involvement w/ product

Front 20

Attitude Change: Communication characteristics: 2

Back 20

Source Characteristics - "who" delivers the message

Appeal Characteristics- "how" the message is delivered

Front 21

Source characteristics

Back 21

-Source credibility
- Testimonial ad
- Third party endorsement
-Celebrity sources: select the most appropriate celebs

Front 22

Appeal characteristics

Back 22

Humourous appeals

Comparative ads

Emotional Appeals