BB Chapter Eleven : Attitude and Attitude Change

Chapter Eleven:
Attitude and Attitude
Change

11-1

Chapter 11: Attitude and attitude
change

1. What are attitudes?
2. The main components of attitudes
3. The strategies that can be used to change
attitudes
4. The effect of marketing communication on
attitudes
5. The strategic implications of attitudes for
marketers

11-2

An attitude is…

• An enduring combination of motivational,
emotional, perceptual and cognitive
processes with respect to some aspect of the
environment

• A learned predisposition to respond in a
consistently positive or negative way to an
object or event

11-3

Functions of Consumer Attitudes

Different measurements
• Attitude towards the object
– Passive or detached view
– Consumers have attitudes towards products and
brands; but that is not enough

• Attitude towards behavior
– Consumer attitude towards acquiring and using
the product or brand

11-5

This chapter is related to an earlier chapter
we covered on the Decision Making
Process

• Evaluating and Selecting Alternatives
• Go back and review Chapter Five

11-6

Attitudes and Influencing Attitudes

Attitudes serve four key functions for
individuals:

1. Knowledge function
2. Value-expressive function
3. Utilitarian function
4. Ego-defensive function
11-7

How marketing strategy can affect
behaviour

11-8

Terminology
• Favorability: the positive or negative
evaluation of the object or event

• Intensity: the strength with which the
consumer can hold an attitude

• Confidence: the degree to which the
consumer believes their attitude is ‘right’

11-9

Attitude Components

It is useful to consider attitudes as having three components:

Cognitive Component

Affective Component

Behavioral Component

11-10

ABC Approach to Attitudes

Affect:“I really like my
Honda Civic.”

Behavior: “I always buy
Honda products.”

Cognition: “My Honda
Civic gets good gas
mileage.”

Attitude components and
manifestations

11-12

Attitude Components

Cognitive Component
The cognitive component consists of a consumer’s beliefs
about an object.
The multiattribute attitude model provides a measure of a
consumer’s overall attitude and evaluation of a brand.
The overall cognitive component becomes more favorable as:
The number of positive beliefs increase
The extent to which each belief is more extremely
positive
The ease of recall of positive beliefs increases

11-13

Multi-attribute Models
• Read up the models described from page 340
to page 342
• Note the three different versions
1. Basic version
2. Important weights version
3. Ideal point version

11-14

Attitude Components

Affective Component
Feelings or emotional reactions
to an object represent the
affective component of an
attitude.
Marketers are increasingly
turning their attention to the
affective or “feeling” component
to provide a richer understanding
of attitudes than that based
solely on the cognitive or
“thinking” component.
11-15

Affective component
• Represents the consumer’s ‘feelings’ or
emotional reaction to a product

– Based on experience or cognitive information

– Response is person-situation specific

– Cultural influence

11-16

Attitude Components


The behavioral component of an attitude is one’s
tendency to respond in a certain manner toward an object
or activity.

Actual behaviors reflect
these intentions as they are
modified by the situation in
which the behavior will
occur.

11-17

Attitude Components

Direct versus Indirect Approach
Actual behavior and response tendencies are most often
measured by fairly direct questioning.
Such direct questioning may work well for most
consumption, but not so well for sensitive topics like alcohol,
pornography and eating patterns.
In these cases, indirect questions such as estimating the
behavior of other people similar to themselves may help to
reduce the bias.

11-18

The sequence: cognitive-affective-
behavioral

• Not always in the same sequence
• Depends on the nature of the
product and type of consumer
buying behavior
• Low versus high involvement
purchases

Factors That Weaken Attitude-
Behavior Relationship

Specificity of
Specificity of
Time
Time attitude
attitude
measured
measured

Impulse
Impulse
Environment
Environment situations
situations

Component consistency
• The three components of an attitude
(cognitive, affective and behavioral) have a
tendency to be consistent.

• A change in one component will have a flow-
on effect on the other components.

• Marketers must incorporate these factors
when developing persuasive messages
and strategies.

11-22

Attitude-component consistency

11-23

Consistency between beliefs, feelings and
behaviour
Seven reasons why components appear to
be inconsistent:
1. A need or motive required
2. Ability required e.g. funds
3. Consumer may trade off against other purchases
4. Cognitive and affective may be weakly held
5. Others may influence the purchase e.g. spouse,
child
6. A specific situation may influence the purchase
7. Difficulty in accurately measuring all components

11-24

Measurement of attitude components
As components of attitude are an integral part
of a marketing strategy, it is important to be
able to measure each component.

11-25

Measuring attitude components
Cognitive Component
(measuring beliefs about specific attributes using the semantic differential scale)

Coke Zero
Strong taste ____ ____ ____ ____ ____ ____ ____ Mild taste

Low priced ____ ____ ____ ____ ____ ____ ____ High priced

Caffeine free____ ____ ____ ____ ____ ____ ____ High in
caffeine

Distinctive in________ ____ ____ ____ ____ ____ Similar in
taste taste to
most

11-26

Measuring attitude components (cont.)
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 Coke ____ ____ ____ ____ ____
Zero
Coke Zero is overpriced ____ ____ ____ ____ ____
Caffeine is bad for your ____ ____ ____ ____ ____
health
I like Coke Zero ____ ____ ____ ____ ____

11-27

Measuring attitude components (cont.)

(measuring actions or intended actions)

Have you ever purchased Coke Zero?
Yes How often?___
No

What is the likelihood you will buy Coke Zero the next time you
purchase a soft drink?
Definitely will buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy

11-28

Attitude-change strategies

Changing or establishing an attitude requires
manipulation of one or more of the
components of the attitude (i.e. cognitive,
affective or behavioral)

11-29

Attitude
change in ads

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• Changing the affective component
– Classical conditioning
– Affect towards the advertisement
– Mere exposure

• Changing the behavioural component

• Changing the cognitive component
– Four basic strategies

11-31


• Change affective component
– Involves changing the consumer’s ‘feel’ about a
product, without necessarily directly influencing
their beliefs or behavior

11-32

An ad aimed at changing a belief

11-33

Attitude Change Strategies

Change the Affective Component
Marketers use three basic approaches to directly increase
affect:

1. Classical Conditioning

2. Affect Toward the Ad or
Web Site

3. Mere Exposure
11-34


• Change behavioral component

– Alter the purchase behavior or consumption
behavior directly, which may in turn lead to a
change in belief or affect
– Change in beliefs or improved knowledge base
will have subsequent influence on affect and
behavior

11-35


Change the Behavioral Component

1. Purchase or use behavior may be the (indirect) result
of changing the affective or cognitive components.

2. However, purchase or use behavior may precede the
development of cognition and affect.

This more direct approach is based on operant
conditioning.

Key is inducing product trial while ensuring the
trial will be rewarding.
11-36


Change the Behavioral Component

Common techniques used for inducing trial behavior include:

• Coupons
• Free samples
• Point-of-purchase
displays
• Tie-in purchases
• Price reductions

11-37

Strategies used for altering the
cognitive component
• Change in beliefs or improved knowledge
base will have a subsequent influence on
affect and behavior
– Change the beliefs about the attributes of the
brand
– Change the relative importance of these beliefs
– Add new beliefs
– Change the beliefs about the attributes of the
‘ideal’ brand

11-38

Adding a
new belief

11-39

Strategies used for altering the
cognitive component
• Read pages 348-350
• Understand the implications of Table 11.1

Additional examples (taken from another
text)
Slides 11-36 to 11-49 shows how you can
apply the multi-attribute model in marketing

11-40

Attitude toward the behavior:
Buying a Dell personal computer would be:
Very good 1 2 3 4 5 Very bad
Very rewarding 1 2 3 4 5 Very punishing
Very wise 1 2 3 4 5 Very foolish

Attitude toward the object:
How much do you like/dislike Dell computers?
Like very much 1 2 3 4 5 Dislike very much

Preference:
Compared to Apple personal computers, how
much do you like Dell personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple more than IBM
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are 11-41
trademarks used herein under license.

The Fishbein Multiattribute
Attitude Model
n

Ao = Σ bi ei
i =1
Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes


Attitude Model
The Fishbein Model
Model proposes that attitude
toward an object is based on the
summed set of beliefs about the
object’s attributes weighted by
the evaluation of these attributes
Attributes can be any product or
brand association


Attitude Model
Running shoe example
Whether the shoe is shock absorbent for
use on hard surfaces
Whether it is priced less than $50
Durability of the shoe
How comfortable the shoe is to wear
Whether the shoe is available in the desired
color
Amount of arch support


Attitude Model
Developing the ei and bi measures
ei
Buying running shoes priced less than $50 is
very good _:_:_:_:_:_:_ very bad
+3 +2 +1 0 -1 -2 -3

bi
How likely is it that brand A running shoes are
priced less than $50?
very likely _ : _ : _ : _ : _ : _ : _ very unlikely
+3 +2 +1 0 -1 -2 -3

The Fishbein Model: Sample Results
Beliefs
Brand Brand Brand
Attribute Evaluation A B C

Shock absorbent +2 +2 +1 -1
Price less than $50 -1 -3 -1 +3
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Desired color +1 +1 +3 +3
Arch support +2 +3 +1 -2
Total Σ bi ei score +29 +20 -6


Consumer Attitudes
Companies want consumers to
perceive their products as:
Possessing desirable attributes
(when ei positive, bi should be
positive)
Not possessing undesirable
attributes (when ei is negative, bi
should be negative)


Behavioral Intentions Model

“subjective norms”

These two additional variables show that attitudes are shaped
by “others” – groups, friends, family members. They influence
the subjective norms (“should I or should I not buy?”)

The Ideal-Point Multiattribute
Attitude Model
n
AP = Σ Wi Ii - Xi
i =1

AP = attitude toward product
Wi = importance of attribute i
Ii = ideal performance on attribute i
Xi = belief about product’s actual performance on
attribute i
n = number of salient attributes


Attitude Model
Consumers indicate where they
believe a product is located on
scales representing the various
levels of salient attributes
Also report where ideal product
would fall on these scales
The closer the ideal and actual
ratings, the more favorable the
attitude

Attitude Model
Developing a scale to represent
various levels of each attribute
very sweet taste _:_:_:_:_:_:_ very bitter taste
1 2 3 4 5 6 7

Provide ratings of attribute
importance
not at all important _:_:_:_:_:_:_ extremely important
0 1 2 3 4 5 6


The Ideal-Point Model: Sample Results
Beliefs
Import- Ideal Brand Brand
Attribute ance Point A B
Taste:
sweet(1) - bitter (7) 6 2 2 3
Carbonation:
high(1) - low (7) 3 3 2 6
Calories:
high (1) - low (7) 4 5 4 5
Fruit juices:
high (1) - low (7) 4 1 2 2
Price:
high (1) - low (7) 5 5 4 3
Total Σ Wi Ii-Xi score 16 29

Benefits of Using Multiattribute
Attitude Models
Diagnostic power: examine why
consumers like or dislike products
Simultaneous importance-
performance grid with marketing
implications for each cell


Stimulus Importance-Performance Grid
Attribute Our Competitor’s Simultaneous
Importance Performance Performance Result

Poor Neglected Opportunity
POOR
Good Competitive Disadvantage
HIGH
Poor Competitive Advantage
GOOD
Good Head-to-head competition

Poor Null Opportunity
POOR
Good False Alarm
LOW
Poor False Advantage
GOOD
Good False Competition


Benefits of Using Multiattribute
Attitude Models
Can provide information for
segmentation (based on importance
of product attributes)
Useful in new product development
Guidance in identifying attitude
change strategies


Individual and Situational Characteristics that
Influence Attitude Change

The Elaboration likelihood model (ELM) is a theory about
how attitudes are formed and changed under varying
conditions of involvement.

11-56

Information Attitude Change

ELM
Model

11-57


Core Tenants of ELM: Part I

• Compared to attitudes formed under the peripheral
route, attitudes formed under the central route tend to
be
stronger
more resistant to counter-persuasion attempts
more accessible from memory, and
more predictive of behaviors

11-58


Core Tenants of ELM: Part II

• Peripheral Cues (PCs) influence persuasion under
LOW INVOLVEMENT but not HIGH
INVOLVEMENT

• Central Cues (CCs) influence persuasion under
HIGH INVOLVEMENT but not LOW
INVOLVEMENT

11-59

BUT there are caveats and exceptions relating to cue
relevance and competitive situation.

Cue Relevance - What is a PC/CC?

• Example: An attractive model (and her hair) may be
decision irrelevant (PC) in an ad for a car, but
decision relevant (CC) in an ad for shampoo.

• In this case, the attractive model would influence
persuasion under high involvement for shampoos
but not for cars.

11-60


Competitive Situation - PCs can influence persuasion
under HI INVOLVEMENT in competitive situations when:

• Central cues neutralize due to homogeneity across
competing brands (PC then becomes tie breaker).

• Attribute tradeoffs across central cues engenders
decision difficulty which PCs help to alleviate.

11-61


Consumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual
characteristic) and resist persuasion

• Consumers frequently infer an advertiser’s intent and
respond in light of that presumed selling intent.

11-62

Communication and
attitude change
• Source characteristics
– Source credibility—trustworthiness
and expertise
– Celebrity sources

11-63

Communication Characteristics that
Influence Attitude Formation and Change
Three types of communication characteristics:
1. Source Characteristics

Represents “who” delivers the message

2. Appeal Characteristics

Represents “how” the message is communicated

3. Message Structure Characteristics

Represents “how” the message is presented

11-64

Communication Characteristics that Influence
Attitude Formation and Change
Source Characteristics

1. Source Credibility
• Persuasion is easier when the target market views the
message source as highly credible
2. Celebrity Sources
• Celebrity sources can be effective in enhancing
attention, attitude toward the ad, trustworthiness,
expertise, aspirational aspects, and meaning transfer
3. Sponsorship
• Sponsorships often work in much the same manner as
using a celebrity endorser

11-65

Source credibility consists of trustworthiness and expertise.

In a testimonial ad, a person, generally a typical member of the
ad
target market, recounts his or her successful use of the product,
service, or idea.

One factor that can diminish the
credibility of any source is if
consumers believe that the firm
is paying the source for his or
her endorsement.

Billboard of Testimonial Ad

11-66

Celebrity sources widely used.

Effectiveness enhanced when
marketers match:
•image of the celebrity with
•personality of the product with
•actual or desired self-concept
of the target market.

11-67

Using a celebrity as a company spokesperson creates special
risks, such as
• Overexposure
• Negative behavior involving the spokesperson
Many firms are creating spokes-characters rather than
using celebrities.
•Spokes-characters can add credibility to a message as well
as attract attention. Some come to serve as a symbol of the
product (e.g., Jolly Green Giant)

•Provide firm with total control 11-68

Sponsorship is when a
company provides financial
support for an event.

Sponsorships often work in
much the same manner as
using a celebrity endorser

That is, the characteristics of
the sponsored event may
become associated with the
sponsoring organization.
11-69

Matching endorser with product and target audience

11-70

Communication and attitude change

• Appeal Characteristics
– Fear
(unpleasant consequences if attitude and/or
behavior is not altered)
– Humour
– Comparative advertisement
(comparing attributes of focus brand to those of
competitor)
– Emotional
(message is constructed to elicit a positive
response/feeling rather than provide
information)

11-71

Appeal Characteristics
Fear appeals

Fear appeals use the threat of negative (unpleasant)
consequences if attitudes or behaviors are not altered.

Fear appeals can be effective at forming, reinforcing and/or
changing attitudes.

The ethics of such appeals should be examined carefully
before they are used.

11-72

Applications in Consumer Behavior

This ad is a great
example of the use of
fear appeal.

In this case, it is used
to spell out the risks
of illegally
downloading movies.

Courtesy Motion Picture Association of America, Inc.
11-73

Humorous appeals
Humorous appeals are ads built around humor appear to
increase attention to and liking of the ad. Especially for
those individuals high in need for humor.

The overall effectiveness of humor is generally increased
when the humor related to the product or brand in a
meaningful way and is viewed as appropriate for the
product by the target audience.

11-74

Comparative ads
Comparative ads directly compare the features or benefits
of two or more brands.

Comparative ads are often more effective than non-
comparative ads in generating the following:
• attention
• message and brand awareness,
• greater message processing
• favorable sponsor brand attitudes
• increased purchase intentions and behaviors
11-75

Emotional appeals
Emotional ads are designed primarily to elicit a positive
affective response rather than provide information or
arguments.
Emotional advertisements may enhance persuasion by
increasing
• attention and processing of the ad (and thus) ad recall
• liking of the ad
• product liking through classical conditioning
• product liking through high-involvement processes
11-76

Ad seeking
an
emotional
response

11-77

Value-expressive versus Utilitarian appeals
Value-expressive appeals Utilitarian appeals involve
attempt to build a personality informing the consumer of
for the product or create an one or more functional
image of the product user. benefits that are important
to the target market.

* Most effective for products * Most effective for functional
designed to enhance self- products
image or provide other
intangible benefits

11-78

Ad using value expressive and
utilitarian appeal

11-79

Message Structure Characteristics

1. One-Sided versus Two-Sided Messages

2. Positive versus Negative Framing

3. Nonverbal Components

11-80

One-Sided versus Two-Sided Messages

One-Sided Messages

Marketers generally present only the benefits of their
product, or only one point of view.

One-sided messages are most effective at reinforcing
existing attitudes.

11-81

One-Sided versus Two-Sided Messages

Two-Sided Messages

Marketers present both good and bad points in their
product message.

Two-sided messages tend to be more effective than
one-sided messages in changing a strongly held
attitude.

11-82

Positive versus Negative Framing
Message framing refers to presenting one of two equivalent
value outcomes either

• in positive or gain terms (positive framing), or
framing

• in negative or loss terms (negative framing)
framing

11-83


Attribute Framing Goal Framing
Only a single attribute is the Message stresses either the
focus of the frame. positive aspect of performing an
act or the negative aspects of not
For example, describing performing the act.
beef as either For example, having a yearly
mammogram
• 80% fat free (positive • Benefits of having mammogram
frame) emphasized (positive frame)
or • Risks of not having mammogram
• 20% fat (negative frame) emphasized (negative)
11-84

Positive Frame best for Attribute Framing Situation

Hence, 80% fat free better than 20% fat.

Negative Frame best for Goal Framing Situation

Hence, stressing the risks of not having a
mammogram better than stressing the benefits of
having one.

11-85

Nonverbal Components
Nonverbal components can influence attitudes through
affect, cognition, or both.

Emotional ads often rely primarily or exclusively on
nonverbal content to drive emotional responses. These
can include:
• pictures
• music
• surrealism
11-86

Liking towards the ad increases the
tendency to like the product

11-87

Strategies based on attitudes

• Market segmentation
– Benefit segmentation

• Product development

11-88

Market Segmentation and Product Development
Strategies Based on Attitudes
Market Segmentation
Benefit segmentation is the segmenting of consumers on
the basis of their most important attribute(s).
1. A marketer needs to know the importance
consumers attach to various product/service
features.

2. Consumers who look for the same benefits are
grouped into segments and additional information is
obtained to develop a more complete picture.

3. Separate marketing programs can then be
developed for each of the selected target segments.
11-89

Market Segmentation and Product Development
Strategies Based on Attitudes
Product Development
Steps in developing a new product or reformulating an existing
product:

1. Construct a profile of a consumer segment’s ideal
level of performance on key attributes.

2. Create a product concept that closely matches the
ideal profile.

3. Translate the concept into an actual product.

11-90

Using the multi-attribute model in the product-development
process

11-91

Using the multi-attribute model in the product-development
process (cont)

11-92

BB Chapter Eleven : Attitude and Attitude Change

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