Chapter 7

Attitudes

7-2

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

7-3

Functional Theory of Attitudes

• Katz: attitudes exist because they serve some adaptive function

UTILITARIANFUNCTION:

Relates to rewards and punishments

VALUE-EXPRESSIVE FUNCTION:

Expresses consumer’s values or self-concept

EGO-DEFENSIVEFUNCTION:

Protect ourselves from external threats or internal

feelings

KNOWLEDGEFUNCTION:

Need for order, structure, or meaning

7-4

Functional Theory of Attitudes (cont.)

• Example: study of football fans identified three clusters:

Cluster Sports Marketer’s Strategy

Die-hard team fans Provide greater sports knowledge

Relate attendance to personal values

Those who enjoy cheering for winning team

Publicize aspects of visiting teams, such as sports stars

Those who look for camaraderie

Provide improved peripheral benefits (e.g., improved parking)

7-5

ABC Model of Attitudes

Attitude has three components:

• Affect: the way a consumer feels about an attitude object.

• Behavior: person’s intentions or actual behavior with regard to an attitude object.

• Cognition: beliefs a consumer has about an attitude object.

7-6

Hierarchies of Effects

• Impact/importance of attitude components depends on consumer’s motivation toward attitude object

7-7

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 versus independence

hypothesis

7-8

Attitude Commitment

Degree of commitment is related to level of involvement with attitude object

COMPLIANCELowest level: consumer forms attitude because it

gains rewards or avoids punishments

IDENTIFICATIONMid-level: attitudes formed in order to conform to

another person or group

INTERNALIZATIONHighest level: deep-seeded attitudes become part

of consumer’s value system

7-9

Cognitive Dissonance and Harmony

• Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance”

• Example: Two cognitive elements about smoking:• “I know smoking causes cancer”• “I smoke cigarettes”

• Consumer will resolve the dissonance by either disregarding the health consequences or by not smoking (i.e. changing attitude or behavior)

7-10

Self-Perception Theory

• Self-perception theory: we use observations of our own behavior to determine what our attitudes are.

DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he

refuses), then asked to do something smaller.

LOW-BALL TECHNIQUEPerson is asked for a small favor and is informed after

agreeing to it that it will be very costly.

FOOT-IN-THE-DOOR TECHNIQUEConsumer is more likely to comply with a request if he has

first agreed to comply with a smaller request

7-11

Social Judgment Theory

• Social judgment theory: we assimilate new information about attitude objects in light of what we already know/feel• Initial attitude = frame of reference• Latitudes of acceptance and rejection

• Assimilation and contrast effects• Example: “Choosy mothers choose Jif Peanut

Butter”

7-12

Balance Theory

• Balance theory: considers relations among elements a consumer might perceive as belonging together

• Involves triad attitude structures• Attitudes can be positive or negative

• Consumers strive for balanced/harmonious triad arrangements

7-13

Restoring Balance in a Triad

• Alex wants to date Larry; Alex has positive attitude toward Larry

• Larry wears earring; Larry has positive attitude toward earring

• Alex doesn’t like men who wear earrings; has negative attitude toward earrings

7-14

Multi-Attribute Attitude Models

• Multi-attribute models: consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object

• Three elements• Attributes of AO (e.g., college)

• Example: scholarly reputation• Beliefs about AO

• Example: University of North Carolina is strong academically

• Importance weights• Example: values research over athletics

7-15

Fishbein Model

• Aijk = ΣβijkIik

• Overall Attitude Score = (consumer’s rating of each attribute for all brands) x (importance rating for that attribute)

7-16

Saundra’s College Decision

Attribute

Beliefs (β)

Importance (I)

Smith Princeton Rutgers Northland

Academic reputation 6 8 9 6 3

All women 7 9 3 3 3

Cost 4 2 2 6 9

Proximity to home 3 2 2 6 9

Athletics 1 1 2 5 1

Party atmosphere 2 1 3 7 9

Library facilities 5 7 9 7 2

Attitude Score 163 142 153 131

Table 7.1

7-17

Extended Fishbein Model

Theory of reasoned action: considers other elements of predicting behavior

• Intentions versus behavior: measure behavioral intentions, not just intentions

• Social pressure: acknowledges the power of other people in purchasing decision

• Attitude toward buying: measure attitude toward the act of buying, not just attitude towards the product

7-18

Obstacles to Predicting Behavior

Fishbein model’s weaknesses include:• Doesn’t deal with outcomes of behavior, including

those beyond consumer’s control• Doesn’t consider unintentional behavior, such as

impulsive acts or novelty seeking• Doesn’t consider that attitudes may not lead to

consumption• Doesn’t consider the time frame between attitude

measurement and behavior

7-19

Theory of Trying

• Theory of trying: measures the reasoned action consumers take to reach a goal

7-20

Theory of Trying: Example of Consumer Trying to Lose Weight

• Past frequency: How many times did he try to lose weight?

• Recency: Did he try in the past week?

• Beliefs: Does he believe he’d be healthier?

• Evaluation of consequences: Does he believe his girlfriend would be happier if he loses weight?

• Process: Does he believe the diet will make him feel depressed?

• Expectations of success and failure: Does he believe he will succeed with the diet?

• Subjective norms toward trying: Does he believe loved ones would approve of his efforts to lose weight?