Attitude 37


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  • Attitude 37

    1. 1. Attitudes<br />
    2. 2. Attitudes are evaluative statements—either favorable or unfavorable —about objects, people, or events. They reflect how we feel about something.<br />ATTITUDE<br />Also understood as … <br />Beliefs, Feelings, & Action <br />of an individual or group towards objects, ideas, and people<br />
    3. 3. The Functions of Attitudes<br />Functional Theory of Attitudes:<br /> Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives)<br />
    4. 4. Katz’s Attitude Functions<br />Katz believes there is an adjustive function of motivation. <br />He says people adjust attitudes to minimize harm and maximize happiness. <br />This serves an ego-defensive function because it helps protect one's self respect. <br />
    5. 5.
    6. 6. The ABC Model of Attitudes<br />Affect:<br />The way a consumer feels about an attitude object<br />Behavior:<br />Involves the person’s intentions to do something with regard to an attitude object<br />Cognition:<br />The beliefs a consumer has about an attitude object<br />Hierarchy of Effects:<br />A fixed sequence of steps that occur en route to an attitude<br />
    7. 7. Behavioral Component (Refers to Action)An intention to behave in a certain way toward someone or something.<br />e.g. I am going to look for another job<br />Affective Component (Refers to Emotions, Feelings, Moods, Sentiments)The emotional or feeling segment of an attitude.<br />e.g. I am angry over my low pay<br />Cognitive component (Refers to Belief, Opinion, Knowledge, Awareness)The opinion or belief segment of an attitude. e.g. my pay is low<br />
    8. 8. ATTITUDE<br />
    9. 9. ATTITUDE<br />
    10. 10. ATTITUDE<br />
    11. 11. Affect<br />
    12. 12. Belief<br />& <br />Behaviour<br />
    13. 13.
    14. 14. Is Established<br />Belief<br />It can <br />Few <br />lead to a<br />Sequences…<br />different<br />
    15. 15. CAB<br />Cognition<br />Affect<br />Behaviour<br />
    16. 16.
    17. 17.
    18. 18. Low Involvement<br />CBA<br />Cognition<br />Behavior<br />Affect<br />
    19. 19. I don’t think before <br />Buying a pen…<br />
    20. 20. Low Experiential <br />Products don’t <br />Involve too much<br />Consideration before <br />Buying <br />.<br />
    21. 21.
    22. 22. Attitude Hierarchies<br />The Standard Learning Hierarchy:<br />Consumer approaches a product decision as a problem-solving process<br />The Low-Involvement Hierarchy:<br />Consumer does not have strong initial preference<br />Consumer acts on limited knowledge<br />Consumer forms an evaluation only after product trial<br />The Experiential Hierarchy:<br />Consumers act on the basis of their emotional reactions<br />
    23. 23.
    24. 24. ABC<br />Experiential<br />Affect<br />Behaviour<br />Cognition<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28. Action<br />Behaviour<br /> Cognition<br />
    29. 29.
    30. 30.
    31. 31. Instantaneous without stimuli. Can be known s ABC <br />
    32. 32. Forming Attitudes (cont.)<br />Cognitive Dissonance and Harmony among Attitudes:<br />Theory of Cognitive Dissonance: When a person is confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior.<br />Self-Perception Theory:<br />People maintain consistency by inferring that they must maintain a positive attitude toward a product they have bought or consumed<br />Foot-in-the-door technique:<br />Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request<br />
    33. 33. Attitudinal Commitment<br />This ad for a magazine illustrates that consumers often distort information so that it fits with what they already believe or think they know.<br />
    34. 34.
    35. 35. Balance Theory<br />Triad:<br />An attitude structure consisting of three elements<br />(1) A person and his/her perceptions of<br />(2) an attitude object, and<br />(3) some other person or object<br />Unit relation:<br />An element is seen as belonging to or being part of the other<br />Sentiment relation:<br />Two elements are linked because one has expressed a preference for the other<br />Marketing Applications of Balance Theory<br />Celebrity endorsements<br />
    36. 36. Alternative Routes to Restoring Balance in a Triad<br />Figure 7.2<br />
    37. 37. Attitude<br /><br />