Ch11-CB (2)
Transcript of Ch11-CB (2)
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CHAPTER ELEVEN
Attitudes and Influencing Attitudes
McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Learning Objectives
1. Understand what attitudes are and how they function.
2. Know the components of an attitude (cognitive, affective,and behavioral) and the role each plays in developingmarketing strategies to influence attitudes.
3. Understand the conceptual and managerial meaning of themulti-attribute attitude model.
4. Understand how components of the multi-attribute attitudemodel can be used in new product development, branding,market segmentation, and ad effectiveness evaluation.
5. Know the various ways communications characteristics
can be varied to influence attitude.6. Understand how attitudes can be used to segment markets(benefit segmentation) and develop or modify products.
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AttitudesWhat is an attitude?
enduring organization of motivational,emotional, perceptual, and cognitive processeswith respect to some aspect of our environmentthe way we think, feel, and act toward someaspect of our environment
Hawkins, Best and Coney (2004)
a learned predisposition to respond in aconsistently favorable or unfavorable manner with respect to a given object
Fishbein & Ajzen (1975)
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Four Key Functions Served by Attitudes
1. Knowledge Function2. Value-Expressive Function3. Utilitarian Function based on operant
conditioning4. Ego-defensive Function
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Attitude Components and ManifestationsFigure 11-1
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Attitude Component Consistency
All 3 components tend to be consistent.Very important in marketing strategy.Research Often Finds Only a LimitedRelationshipFactors That Can Reduce Consistency Between
Measures of Beliefs and Feelings andObservations of Behavior 1. Lack of Need or Motive to Act2. Ability to Act3. Trade-Offs Within and Between Product Categories4. Additional Information -> Change in Beliefs &
Feelings -> Changes in Attitudes5. Individual Measures vs. Household Decisions6. Purchase Situation7. Difficult to Measure All Relevant Aspects of an
Attitude
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Attitude Component ConsistencyFigure 11-2
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Change the Cognitive Component
Change the affective component :classical conditioningaffect toward the admere exposure
Change the behavioral componentoperant conditioning
Change the cognitive componentchange beliefsshift importanceadd beliefschange ideal
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Attitude Change Strategy
Focusing on Affect
Po sitivemarketingstimu li(ad,
package)
Overa ll attitudechange
Behavi o r(purchase)
Increasedp o sitivebe liefsIncreased
affectiveresp o nse(liking)tow ardpr o duct Increased
p o sitivebe liefs
Behavi o r(purchase)
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Attitude Change Strategy
Focusing on Behavior
M arketingo r situati o na l stimu li(free samp le,
guests)
Overa ll attitudechange
Increasedp o sitivebe liefs
Increasedaffect(liking)
Behavi o r(purchase,co nsumpti o n)
Increasedaffect(liking)
Increasedp o sitivebe liefs
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Attitude Change Strategy
Focusing on Cognitions
Marketingstimuli(advertisement,package)
Overallattitudechange
Behavior (purchase)
Increasedaffect(liking)
Cognitions(beliefs)
Increasedaffect(liking)
Behavior (purchase)
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Measuring Attitude Components
Cognitive Component (Measuring Beliefs about SpecificAttributes Using the Semantic Differential Scale)
Diet CokeS tr o ng taste M ild taste
L ow priced High priced
Caffeine free High in caffeine
Distinctive in S imi lar in taste t o
taste m o st
The McGraw-Hill Companies, Inc., 1998
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Measuring Attitude Components
Affective C o mp o nent (Measuring Feelings about SpecificAttributes Using Likert Scales)
NeitherAgree
S tr o ng ly n o r S tr o ng lyAgree Agree Disagree Disagree Disagree
I like the taste o f Diet C o ke.
Diet C o ke is o verpriced.
Caffeine is bad f o r yo ur hea lth.
I like Diet C o ke.
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Measuring Attitude Components
Behavi o ra l C o mp o nent (Measuring Actions or Intended Actions)
The last s o ft drink I c o nsumed w as a ___________________.
I usua lly drink________________s o ft drinks.
What is the like lih oo d yo u w ill bu y Diet C o ke Definite ly w ill bu ythe next time yo u purchase a s o ft drink? P r o bab ly w ill bu y
M ight bu yP r o bab ly w ill not bu yDefinite ly w ill not bu y
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The Elaboration Likelihood Model
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Matching Endorser with Product and Target AudienceFigure 11- 4
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Communication Characteristics
SourceSource Credibility trustworthiness & expertiseCelebrity Sources Congruence
1. Attract attention2. Maybe viewed as more credible3. Consumers may identify with or desire to emulate the
celebrity4. Consumer may associate know characteristics of the celebrity
with attributes of the product which coincide with their ownneeds or desires.
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Communication Characteristics
AppealFear, Humor, EmotionalComparative AdsValue-Expressive vs. Utilitarian
Message Structure CharacteristicsOne-Sided vs. Two-SidedPositive versus Negative Framing
Nonverbal Components
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Segmentation and Development
Benefit SegmentationFeature importanceGroup similar benefit seekers
Product DevelopmentProfile ideal level of performanceCreate product conceptTranslate concept into product
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Multiattribute Attitude Model