Chapter 5: Attitudes

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Attitude

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A lasting, general evaluation of people (including oneself), objects, advertisements, or issues. We call anything toward which one has an attitude and attitude object.
Helps to determine a number of preferences and actions

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Functional Theory of Attitudes

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Developed by Daniel Katz to explain how attitudes facilitate social behavior. Attitudes exist because they serve some function for the person. They are determined by a person's motives.

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Utilitarian function (Functional theory of attitudes)

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we develop attitudes toward products simply on the basis of whether these products provide pleasure or pain.

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value-expressive function (functional theory of attitudes)

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attitudes that express the consumer's central value of self concept because of what the product says about him as a person.

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ego-defensive function (functional theory of attitudes)

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attitudes we form to protect ourselves either from external threats or internal feelings.

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knowledge function (functional theory of attitudes)

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we form attitudes because of need for order, structure, or meaning. This need is present when a person is in an ambiguous situation or is confronted with a new product.

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ABC model of attitudes

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Three interrelated attitude components: affect, behavior, cognition. Emphasizes the interrelationships among knowing, feeling, and doing.

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Affect

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the way a consumer feels about an attitude object.

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Behavior

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the person's intentions to do something with regard to an attitude object

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Cognition

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the beliefs a consumer has about an attitude object

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Hierarchy of effects
FIGURE 1

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the relative impact/importance of attitude components depends on consumer's motivation toward an attitude object. Each hierarchy specifies that a fixed sequence of steps occus en route to an attitude.

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Standard Learning Hierarchy

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Cognition > affect > behavior.
results in strong brand loyalty and assumes high consumer involvement

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Low-Involvement Hierarchy

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Cognition > Behavior > Affect.
Consumer does not have strong brand preference and is swayed by simple stimulus-response connections

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Experiential Hierarchy

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Affect > Behavior > Cognition
Consumers' hedonic motivations and moods
Emotional contagion
Cognitive affective model vs. independence hypothesis

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Cognitive affect model (Experiential hierarchy)

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an affective judgment is but that last step in a series of cognitive processes. Earlier steps include the sensory registration of stimuli and the retrieval of meaningful information from memory to categorize these stimuli.

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Independence hypothesis (experiential hierarchy)

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takes the position that affect and cognition involve two separate, partially independent systems; affective responses do not always require proper cognitions.

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Contextual marketing

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providing consumers with information about competitors at the exact time when they are searching for details or shopping for a particular product category.

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Emotional Contagion

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messages happy people deliver enhance our attitude toward the product.

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Attitude towards the Advertisement: Aad

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a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion.

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Determinants of Aad

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-attitude toward the advertiser
-evaluations of ad execution
-ad evoked mood
-ad arousal effects on consumer
-viewing context

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Ads Have Feelings Too

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Commercials evoke emotion:
-pleasure
-arousal
-intimidation

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Forming Attitudes

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-classical conditioning
-instrumental conditioning
-cognitive learning/modeling

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Classical conditioning

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an attitude object name is repeatedly paired with a catchy jingle

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instrumental conditioning

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consumption of the attitude object is reinforced

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Learning

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the outcome of a very complex cognitive process.

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Attitude Commitment

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Degree of commitment is related to their level of involvement with the attitude object. Consumers are more likely to consider brands that engender strong positive attitudes.
-compliance
-identification
-internalization

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Compliance (attitude commitment)

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a person forms an attitude because it helps in gaining rewards or avoiding punishments from others. Very superficial. Likely to change when others no longer monitor the person's behavior or when another option becomes available.

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Identification (attitude commitment)

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occurs when attitudes are formed in order to conform to another person or group

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Internalization

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a consumer internalizes deep-seated attitudes and they become part of her value system. These attitudes are ver difficult to change because they are so important to the individual.

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Principle of Cognitive Consistency

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consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. Consumers will change their thoughts, feelings, or behaviors to make them consistent with their other experiences.

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Theory of Cognitive Dissonance

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when a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to resolve this "dissonance," perhaps by changing an attitude or modifying a behavior.

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Cognitive element

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something a person believes about himself, a behavior he performs, or an observation about his surroundings.

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self-perception theory

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assumes that people use observations of their own behavior to determine what their attitudes are, just as we assume that we know the attitudes of others by watching what they do. We maintain consitency by inferring that we must have a positive attitude toward an object if we have bought or consumed it (assuming that we freely made this choice).

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foot-in-the door technique

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based on the observation that a consumer is more likely to comply with a request if he has first agreed to comply with a smaller request.

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low ball technique

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a person is asked for a small favor and is informed after agreeing to it that it will be very costly

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door in the face technique

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a person is first asked to do something extreme and then is asked to do something smaller

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Social judgment theory

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assumes that people assimilate new information about attitude objects in light of what they already know or feel.

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latitudes of acceptance and rejection

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people will differ in terms of the information they will find acceptable or unacceptable. Ideas that fall within a latitude will be favorably received, but those falling outside of this zone will not.

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assimilation affect

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messages that fall within the latitude of acceptance tend to be seen as more consistent with one's position than they actually are

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contrast effect

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messages falling in the latitude of rejection tend to be seen as even farther from one's position than they actually are.

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Balance Theory

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considers relations among elements a person might perceive as belonging together. This perspective involves relations (always from the perceiver's subjective point of view) among three elements, so the resulting attitude structures are called triads. Each triad contains:
-a person and his perceptions of and attitude object and some other person or object

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unit relation

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we see one element as somehow belonging to or being a part of the other

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sentiment relation

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two elements are linked because a person has expressed a pregerence or dislike for the other

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Marketing applications in balance theory

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-Basking in reflected glory
-unit relation with a popular product = positive sentiment relation in other people's triads
-celebrity endorsers of products

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attitude models

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try to specify the different elements that might work together to influence people's evaluations of attitude objects

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multiattribute attitude models

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assumes that a consumer's attitude (evaluation) toward an attitude object depends on the beliegs she has about several or many attributes of the object. Implies that identifying these specific beliefs and combining them to derive a measure of the consumer's overall attitude can predict an attitude toward a product or brand.

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attributes

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characteristics of the attitude object

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beliefs

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cognitions about the specific attitude object (usually relative to others like it) a belief measure assesses the extent to which the consumer perceives that a brand possesses a particular attribute

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important weights

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reflect the relative priority of an attribute to the consumer. These weights are likely to differ among consumers

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Fishbein model

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Measures three components of attitude: salient beliefs, object attribute linkages, and evaluation of each of the important attitudes. Assumes we have been able to adequately specify all of the relevant attributes.

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affect referral

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forming an attitude according to an overall affective response.

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comparative advertising

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trying to decrease the positivity of competitors.

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theory of reasoned action

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the extended fishbein model to improve its predictive ability. aims to measure behavioral intentions, recognizing the certain uncontrollable factors inhibit prediction of actual behavior.

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attitude toward the act of buying

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focuses on the perceived consequences of a purchase.

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time frame of the attitude measure

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the longer the time between the attitude measurement and the begavior it is supposed to assess, the weaker the relationship will be

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attitude accessibilitiy perspective

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behavior is a function of the person's immediate perception of the attitude object, in the context of the situation in which it is encountered. An attitude will guide the evaluation of the objet, but only if it is activated from memory when the object is observed.

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theory of trying

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the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal. This perspective recognizes that additional factors might intervene between intent and performance--both personal and environmental barriers might prevent the individual from attaining the goal.

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Tracking attitudes over time

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activity to help increase the predictability of behavior by allowing researchers to analyze attitude trends during an extended period of time.
-ongoing tracking studies

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Attitude Changes to look for

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-changes in different age groups
-scenarios about the future
-identification of change agents