Consumers Rule

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Attitudes Chapter 7
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The Power of Attitudes

• Attitude a lasting, general evaluation of
  people, objects, advertisements, or issues
• Attitude object (AO)
• Help to determine a number of preferences and
  actions

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Functional Theory of Attitudes

• Katz Attitudes exist because they serve some
  function
• Determined by a persons motives
• Attitude functions
• Utilitarian
• Value-expressive
• Ego-defensive
• Knowledge
• Marketers emphasize the function a product serves
  for consumers

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Smoking Attitudes

• Norwegian ad Smokers are more sociable than
  otherswhile it lasts.

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Fan Attitude Profiles

• Die-hard, highly committed fans
• Marketing provide sports knowledge and relate
  attendance to personal goals/values
• Unique, self-expressive game experience
• Marketing brand switchers who seek thrills
  wherever they can get them
• Looking for camaraderie
• Marketing provide benefits related to
  small-group activities

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ABC Model of Attitudes

• Three interrelated attitude components
• Affect
• Behavior
• Cognition
• Hierarchy of effects
• Relative impact/importance of attitude components
  depends on consumers motivation toward attitude
  object

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Hierarchy of Effects
Figure 7.1
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Hierarchy of Effects

• Standard Learning Hierarchy
• Results in strong brand loyalty
• Assumes high consumer involvement
• Low-Involvement Hierarchy
• Consumer does not have strong brand preference
• Consumers swayed by simple stimulus-response
  connections
• Experiential Hierarchy
• Consumers hedonic motivations and moods
• Emotional contagion
• Cognitive-affective model vs. independence
  hypothesis

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Attitude Toward the Ad

• We form attitudes toward objects other than the
  product that can influence our product selections
• We often form product attitudes from its ads
• Aad attitude toward advertiser evaluations of
  ad execution ad evoked mood ad arousal
  effects on consumer viewing context

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Ads Have Feelings Too

• Commercials evoke emotion
• Pleasure
• Arousal
• Intimidation

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Attitude Commitment

• Degree of commitment is related to level of
  involvement with attitude object
• Compliance
• Identification
• Internalization

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Consistency Principle

• Principle of cognitive consistency
• We value/seek harmony among thoughts, feelings,
  and behaviors
• We will change components to make them consistent

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Cognitive Dissonance Harmony

• Conflict of attitudes and behavior motivates us
  to reduce dissonance
• We make them fit by eliminating, adding, or
  changing elements
• Explains why evaluations of products increase
  after purchase
• Horse race experiment
• Marketers post-purchase reinforcement

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Balance Theory

• Triad attitude structures
• Person
• Perception of attitude object
• Perception of other person/object
• Perception can be positive or negative
• Balanced/harmonious triad elements
• Unit relation and sentiment relation

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Figure 7.2 Balance Theory
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Balance Theory (Contd)

• Marketing Applications
• Basking in reflected glory
• Unit relation with popular product positive
  sentiment relation in other peoples triads
• Celebrity endorsers of products

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Multi-attribute Attitude Models

• Three elements
• Attributes of AO (e.g., college)
• e.g., Scholarly reputation
• Beliefs about AO
• e.g., University of North Carolina is strong
  academically
• Importance weights
• e.g., Stressing research opportunities over
  athletics

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Fishbein Model

• Most influential multi-attribute model
• Three components of attitudes
• Salient beliefs about AO
• Object-attribute linkages
• Evaluation of each important attribute
• Aijk SßijkIik
• Overall Attitude Score (consumers rating of
  each attribute for all brands) x (importance
  rating for that attribute)

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Saundras College Decision
Figure 7.1 (Abridged)
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Fishbein Model (Contd)

• Marketing applications
• Capitalize on relative advantage
• Strengthen perceived product/attribute linkages
• Add a new attribute
• Influence competitors ratings

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Tracking Attitudes over Time

• Attitude-tracking program
• More like a movie than a snapshot of
  attitudes
• Ongoing tracking studies
• Gallup Poll or Yankelovich Monitor
• Changes to look for
• Changes in different age groups
• Scenarios about the future
• Identification of change agents