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Learning Objectives
Understand what attitudes are and how they function.
Know the components of an attitude (cognitive, affective, and behavioral) and the role each plays in developing marketing strategies to influence attitudes.
Understand the conceptual and managerial meaning of the multi-attribute attitude model.
Understand how components of the multi-attribute attitude model can be used in new product development, branding, market segmentation, and ad effectiveness evaluation.
Know the various ways communications characteristics can be varied to influence attitude.
Understand how attitudes can be used to segment markets (benefit segmentation) and develop or modify products.

Attitudes
What is an attitude?
“ enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment”
“ the way we think, feel, and act toward some aspect of our environment”
Hawkins, Best and Coney (2004)
“ a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object”
Fishbein & Ajzen (1975)

Four Key Functions Served by Attitudes
Knowledge Function
Value-Expressive Function
Utilitarian Function – based on operant conditioning
Ego-defensive Function

Attitude Components and Manifestations Figure 11-1

Attitude Component Consistency
All 3 components tend to be consistent.
Very important in marketing strategy.
Research Often Finds Only a Limited Relationship
Factors That Can Reduce Consistency Between Measures of Beliefs and Feelings and Observations of Behavior
Lack of Need or Motive to Act
Ability to Act
Trade-Offs Within and Between Product Categories
Additional Information -> Change in Beliefs & Feelings -> Changes in Attitudes
Individual Measures vs. Household Decisions
Purchase Situation
Difficult to Measure All Relevant Aspects of an Attitude

Attitude Component Consistency Figure 11-2

Change the Cognitive Component
Change the affective component :
classical conditioning
affect toward the ad
mere exposure
Change the behavioral component
operant conditioning
Change the cognitive component
change beliefs
shift importance
add beliefs
change ideal

Attitude Change Strategy Focusing on Affect Positive marketing stimuli (ad, package) Overall attitude change Behavior (purchase) Increased positive beliefs Increased affective response (liking) toward product Increased positive beliefs Behavior (purchase)

Attitude Change Strategy Focusing on Behavior Marketing or situational stimuli (free sample, guests) Overall attitude change Increased positive beliefs Increased affect (liking) Behavior (purchase, consumption) Increased affect (liking) Increased positive beliefs

Attitude Change Strategy Focusing on Cognitions Marketing stimuli (advertisement, package) Overall attitude change Behavior (purchase) Increased affect (liking) Cognitions (beliefs) Increased affect (liking) Behavior (purchase)

Measuring Attitude Components
Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)
Diet Coke
Strong taste —— —— —— —— —— —— —— Mild taste
Low priced —— —— —— —— —— —— —— High priced
Caffeine free —— —— —— —— —— —— —— High in caffeine
Distinctive in —— —— —— —— —— —— —— Similar in taste to taste most
The McGraw-Hill Companies, Inc., 1998

Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales)
Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree
I like the taste of Diet Coke. —— —— —— —— ——
Diet Coke is overpriced. —— —— —— —— ——
Caffeine is bad for your health. —— —— —— —— ——

I like Diet Coke. —— —— —— —— ——

Behavioral Component (Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks.
What is the likelihood you will buy Diet Coke  Definitely will buy
the next time you purchase a soft drink?  Probably will buy
 Might buy
 Probably will not buy
 Definitely will not buy

The Elaboration Likelihood Model

Matching Endorser with Product and Target Audience Figure 11-4

Communication Characteristics
Source
Source Credibility – trustworthiness & expertise
Celebrity Sources – Congruence
Attract attention
Maybe viewed as more credible
Consumers may identify with or desire to emulate the celebrity
Consumer may associate know characteristics of the celebrity with attributes of the product which coincide with their own needs or desires.

Communication Characteristics
Appeal
Fear, Humor, Emotional
Comparative Ads
Value-Expressive vs. Utilitarian
Message Structure Characteristics
One-Sided vs. Two-Sided
Positive versus Negative Framing
Nonverbal Components

Segmentation and Development
Benefit Segmentation
Feature importance
Group similar benefit seekers
Product Development
Profile ideal level of performance
Create product concept
Translate concept into product

Multi-Attribute Attitude Model
What is a multi-attribute attitude model?
It is a mathematical representation of the nonconscious process consumers go through in evaluating the overall cognitive component of an attitude toward a particular object.
Its elements include:
Beliefs about an object’s attributes.
Ideal performance levels for each attribute.
Relative importance attached to each attribute.

Multiattribute Attitude Model

Lecture power point slides

by Avil Saldanha

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