Mktg 322--Chapter 7: Attitudes And Attitude Change

Front 1

Attitudes

Back 1

Relatively enduring overall evaluations of objects, products, services, issues, or people.

Front 2

ABC Approach to Attitudes

Back 2

Affect: “I really like my Honda Civic.”

Behavior: “I always buy Honda products.”

Cognition: “My Honda Civic gets good gas mileage.”

Front 3

Attitude and Behavior

Back 3

People will behave in ways consistent with their attitudes
But, of course, our behaviors do not always conform to attitudes (and vice versa)
Correlation of attitude and behavior is 0.2!
Attitudes occur within situation
Oil free sunscreen: “ It sounds like a good idea to have that sunscreen for the trip to the beach this spring break”

Front 4

Functions of Attitude

Back 4

Utilitarian Function
Knowledge Function
Ego-defensive function
Value-expressive function

Front 5

Utilitarian function:
[Functions of Attitude]

Back 5

To guide behavior in obtaining rewards or punishments, e.g. ice cream (weight gain vs. yummy!)

Front 6

Knowledge function:
[Functions of Attitude]

Back 6

To simplify decision process, e.g. telemarketers, favorite brand

Front 7

Ego-defensive function:
[Functions of Attitude]

Back 7

To be a defense mechanism to avoid facts or low self-concept, e.g. smokers justify their behavior through positive attitude towards smoking

Front 8

Value-expressive function:
[Functions of Attitude]

Back 8

To express value, self-concept s and beliefs to others, e.g. bumper stickers

Front 9

High Involvement Purchase Context
[Hierarchy of Effects]

Back 9

Belief-affect-behavior Hierarchy of Effects

Front 10

Low involvement Purchase Context
[Hierarchy of Effects]

Back 10

Belief-behavior-affect Hierarchy of Effects

Front 11

Experiential Purchase Context
[Hierarchy of Effects]

Back 11

Affect-behavior-belief Hierarchy of Effects

Front 12

Behavioral Influence Purchase Context
[Hierarchy of Effects]

Back 12

Behavior-belief-affect Hierarchy of Effects

Front 13

The IKEA Goodwill Event:
"Use the furniture you have, to buy the furniture you want"

Back 13

High Involvement Purchase Context

Front 14

jobsintown.de
"Life's too short for the wrong job!"

Back 14

Experiential Purchase Context

Front 15

CB Ch. 7 Learning Objective #1

Back 15

Comprehend the major consumer attitude models.

Front 16

Fishbein Model

Back 16

Asub0 = The sum of n, from i=1 (Sigma) of b sub i, multiplied by e sub i

bi: 1 = low probability that object possesses attribute. 9=high likelihood.

ei: -3 = negative evaluation of attribute. +3 = positive evaluation of attribute.

Front 17

which college will be chosen by
Student Y?

Back 17

University/College

Attribute Ivy State U Local U
Ei Bi Bi Bi
High Price -2 9 -18 2 -4 5 -10
Good Job 3 8 24 6 18 3 9
Easy entry -1 1 -1 4 -4 8 -8
Learn a lot 2 9 18 7 14 4 8
23 24 -1

Front 18

Consumer Decisions

Back 18

Ex: People Running on Treadmill

How do consumers select a fitness center?

Front 19

Behavioral Intentions Model

Back 19

. . . was developed by Fishbein and his colleagues to improve on the ability of the attitude-toward-the-object model to predict consumer behavior
Included subjective norms: how other people feel about the behavior.
Assesses the consumer’s attitude toward the overt behavior of purchasing the product rather than toward the object itself. Use consequences of the behavior rather than attributes of object.

Front 20

CB Ch. 7 Learning Objective #2

Back 20

Describe attitude change theories and their role in persuasion.

Front 21

Persuasion

Back 21

Refers to specific attempts to change attitudes.
Techniques:
ATO approach
Behavioral influence approach
Elaboration Likelihood Model
Balance Theory approach
Social Judgment Theory approach

Front 22

Attitude-Toward-the-Object Approach

Back 22

Change beliefs
Add beliefs about new attributes
Change evaluations

Front 23

Change belief about your brand

Back 23

Ex: People walking into subway entrance, but seem like walking into a mini cooper.

Front 24

Change belief about your competitor’s brand

Back 24

"Congratulaions to Audi for winning South African Car of the Year 2006.

From the Winner of World Car of the Year 2006."

Front 25

Change belief about your competitor’s brand

Back 25

Novajet:
"Every other inkjet paper belongs here."

Front 26

Add new belief

Back 26

Dove: "Unlock your life"
Marge Simpson Turning hair into long, wavy hair

Arm & Hammer:
"From Odor control to odor alert. Arm & Hammer Odor Alert."
Beyond clumping to breakthrough odor control

Front 27

Change Evaluation (Importance) of attributes

Back 27

Crest Pro-Health kills 99% of germs without the burn.

Quaker Simple Harvest Bars:
Know what you're eating? How about what you're not?

Front 28

Behavioral Influence Approach Cartoon

Back 28

Dilbert:

Doctor: You're healthy but I have to give you a prescription for toxikill.
The drug company's rep is totally hot and she said she'd take me to lunch if I sell enough of this stuff.
Dilbert: Will there be any side effects?
Doctor: Depends on what I eat.

Front 29

Behavioral Influence Approach

Back 29

Some Behavioral Influence Tactics
Foot in the door: small request and then large request. Uses self-perception and self-consistency.
Door in the face: large request and then small request. Uses the norm of reciprocity.
Ethical issues??
Never, ever lie to consumers.

Front 30

The Elaboration Likelihood Model

Back 30

Communication -->Attention and Comprehension

Path 1 (Central Route): Attention and Comprehension -->High-involvement processing-->Cognitive Responses-->Belief and Attitude Change->Behavior Change

Path 2 (Peripheral Route): Attention and Comprehension-->Low-involvement Processing-->Belief Change--Behavior Change--Attitude Change

Front 31

CB Ch. 7 Learning Objective #3

Back 31

Understand how message and source effects influence persuasion.

Front 32

Message and Source Effects and Persuasion

Back 32

Message Effects
Source Effects

Front 33

Message Effects
[Message and Source Effects and Persuasion]

Back 33

The appeal of a message and its construction.

Front 34

Source Effects
[Message and Source Effects and Persuasion]

Back 34

Characteristics of the person or character delivering a message.

Front 35

Message Appeal and Source Effects

Back 35

Message appeal
Sex
Humor
Fear
Message construction

Source effects
Credibility
Attractiveness
Likeability
Meaningfulness
Match-up hypothesis – a source feature is most effective when it is matched with relevant products.

Front 36

Source Effects

Back 36

Credibility
Attractiveness
Likeability
Meaningfulness

Ex: Aussie Corona Man playing guitar on the beach, under a palm tree at dusk with Corona bottles between you and him