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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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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)


Increasedp o sitivebe liefs

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Focusing on Cognitions

Marketingstimuli(advertisement,package)

Overallattitudechange

Behavior (purchase)


Cognitions(beliefs)


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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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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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

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