Attitudes

Chapter 7

7-*The Power of AttitudesAttitude: a lasting, general evaluation of people, objects, advertisements, or issuesAttitude object (AO)Help to determine a number of preferences and actions

7-*Functional Theory of AttitudesKatz: Attitudes exist because they serve some functionDetermined by a persons motivesAttitude functions:UtilitarianValue-expressiveEgo-defensiveKnowledgeMarketers emphasize the function a product serves for consumers

7-*Smoking AttitudesNorwegian ad: Smokers are more sociable than otherswhile it lasts.

7-*Fan Attitude ProfilesDie-hard, highly committed fansMarketing: provide sports knowledge and relate attendance to personal goals/valuesUnique, self-expressive game experienceMarketing: brand switchers who seek thrills wherever they can get themLooking for camaraderieMarketing: provide benefits related to small-group activities

7-*ABC Model of AttitudesThree interrelated attitude components:AffectBehaviorCognitionHierarchy of effectsRelative impact/importance of attitude components depends on consumers motivation toward attitude object

7-*Hierarchy of EffectsFigure 7.1

7-*Hierarchy of EffectsStandard Learning HierarchyResults in strong brand loyaltyAssumes high consumer involvementLow-Involvement HierarchyConsumer does not have strong brand preference

Experiential HierarchyConsumers hedonic motivations and moodsEmotional

7-*DiscussionContrast the hierarchies of effects outlined in this chapterHow should marketers strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers?

7-*Contextual MarketingProviding customers with information about competitors at the exact time when they are searching for details/shopping for a particular product category

7-*DiscussionOne persons contextual marketing is another persons spywareIs it ethical for marketers to track which Web sites you visit, even if by doing so they can provide you with information that might help you save money by buying a competing brand?

7-*Attitude Toward the AdWe form attitudes toward objects other than the product that can influence our product selectionsWe often form product attitudes from its adsAad: attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

7-*Ads Have Feelings TooCommercials evoke emotionPleasureArousalIntimidation

7-*Forming AttitudesClassical conditioningInstrumental conditioningCognitive learning/modeling

7-*Attitude CommitmentDegree of commitment is related to level of involvement with attitude objectComplianceIdentificationInternalization

7-*Consistency PrinciplePrinciple of cognitive consistencyWe value/seek harmony among thoughts, feelings, and behaviorsWe will change components to make them consistent

7-*Cognitive Dissonance & HarmonyConflict of attitudes and behavior motivates us to reduce dissonanceWe make them fit by eliminating, adding, or changing elementsExplains why evaluations of products increase after purchaseHorse race experimentMarketers: post-purchase reinforcement

7-*DiscussionThink of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status)Ask the person to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements

7-*Self-Perception TheoryWe use observations of our own behavior to determine what our attitudes areWe must have a positive attitude toward a product if we freely purchase it, right?Low-involvement hierarchyFoot-in-the-door technique

7-*Social Judgment Theorynew information about attitude objects in light of what we already know/feelInitial attitude = frame of referenceLatitudes of acceptance and rejection

7-*Balance TheoryTriad attitude structuresPersonPerception of attitude objectPerception of other person/objectPerception can be positive or negativeBalanced/harmonious triad elementsUnit relation and sentiment relation

7-*Figure 7.2: Balance Theory

7-*Balance Theory (Contd)Marketing ApplicationsBasking in reflected gloryUnit relation with popular product = positive sentiment relation in other peoples triadsCelebrity endorsers of products

7-*DiscussionStudents often bask in reflected glory by taking credit for victories their teams earn over other collegesShould students who just watch the games rather than play them take credit for their teams performance?

7-*Multi-attribute Attitude ModelsThree elementsAttributes of AO (e.g., college)e.g., Scholarly reputationBeliefs about AOe.g., University of North Carolina is strong academicallyImportance weightse.g., Stressing research opportunities over athletics

7-*Fishbein ModelMost influential multi-attribute modelThree components of attitudesSalient beliefs about AOObject-attribute linkagesEvaluation of each important attributeAijk = ijkIikOverall Attitude Score = (consumers rating of each attribute for all brands) x (importance rating for that attribute)

7-*Saundras College DecisionFigure 7.1 (Abridged)

Beliefs ()AttributeImport (I)SmithPrincetonRutgersNorthlandAcad rep68963All women79333Cost42269Proximity32269Athletics11251Party Scene21379Library57972Attitude Score163142153131

7-*Fishbein Model (Contd)Marketing applicationsCapitalize on relative advantageStrengthen perceived product/attribute linkagesAdd a new attributeInfluence competitors ratings

7-*Extended Fishbein ModelResearch: low correlation between reported attitude and actual behaviorWe love commercials, yet still not buy!Theory of reasoned actionIntentions vs. behaviorConviction and past purchase behaviorBehavioral intentionsSocial pressureSN = NB + MCAttitude toward act of buying

7-*Obstacles to Predicting BehaviorMany researchers do not use Fishbein Model appropriatelyA few of the many obstacles (full list on pages 254-255):Actual behavior vs. outcomes of behaviorOutcomes beyond consumers controlVoluntary vs. nonvoluntary acts across culturesRelative impact of SNs vary across cultures

7-*Trying to ConsumeTheory of tryingCriterion should be trying to reach goalIntervening factors between intent and performanceSeveral new components to account for act of trying

7-*Theory of TryingFigure 7.3

7-*DiscussionConstruct a multi-attribute model for a set of local restaurantsBased on your findings, suggest how restaurant managers can improve an establishments image via the strategies described in this chapter

7-*Tracking Attitudes over TimeAttitude-tracking programMore like a movie than a snapshot of attitudesChanges to look forChanges in different age groupsScenarios about the future