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Attitudes and Attitude Change
CHAPTER 7
PART 2
7-‐1
Learning Outcomes
Define attitudes and describe attitude components.
Describe the functions of attitudes.
Understand how the hierarchy of effects concept applies to attitude theory.
Comprehend the major consumer attitude models.
Describe attitude change theories and their role in persuasion.
Understand how message and source effects influence persuasion.
7-‐2
Define attitudes and describe attitude components.
7-‐3
Attitudes
Relatively enduring overall evaluations of objects, products, services, issues, or people.
7-‐4
ABC Approach to Attitudes
Affect: “I really like my iPad.” Behaviour: “I always buy Apple products.” Cognition: “My iPad helps me to study.”
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Describe the functions of attitudes.
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Exhibit 7.1: Functions of Consumer Attitudes
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Can you identify additional examples for each category.
Understand how the hierarchy of effects concept applies to attitude
theory.
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Exhibit 7.2: Hierarchy of Effects
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Think about your favorite stores, and the music they play or the way they are merchandised. Do they believe these environmental factors may influence the way you shop there? how much you buy?
Comprehend the major consumer attitude models.
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Attitude-Toward-the-Object (ATO) Model
• The ATO model proposes that three key elements be assessed to understand and predict consumer behaviour: – Consumer beliefs about salient attributes – Strength of the consumer belief – Evaluation of the attribute
• ATO formula:
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Exhibit 7.3: Attitude-Toward-the-Object Model Applied to Fitness Centre Choice
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It is interesting to note that while Lifestyles scores worst on a very negative attribute (high fees), it nevertheless receives the highest attitude rating due to its superior performance in other areas.
Exhibit 7.4: Behavioural Intentions Model
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Considered an improvement on the ATO model, because it considers intention to act and consequences of action, not just attitudes. Also takes into account the opinions of others.
Factors That Weaken Attitude- Behaviour Relationship
Time Specificity of attitude measured
Environment Impulse situations
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Alternative Approaches to Attitude: Theory of Planned Action
The theory of planned action expands upon the behavioural intentions model
by including a perceived control component that assesses the difficulty in performing the behaviour and the degree of control consumers have
over product selection.
7-‐15
Describe attitude change theories and their role in
persuasion.
7-‐16
Persuasion
• Refers to specific attempts to change attitudes.
• Techniques: – ATO approach – Behavioral influence approach – Changing schema-based affect – Elaboration likelihood model – Balance theory approach – Social judgment theory approach
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Attitude-Toward-the-Object Approach
Change beliefs
Add beliefs about new attributes
Change evaluations
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Example: You own a small neighborhood grocery store which must compete with a large supermarket. Consumers may not believe you have fresh produce due to lower volumes. Change beliefs by communicating your high turnover & quality of produce. Add a new attribute such as a coffee bar, and turn it into a differentiator. Change evaluations by showing that smaller is better, not worse: easier to find desired items, more personal help, etc.
Creating Positive Consumer Attitudes
The 2011 Canadian Census • Statistics Canada collects data through a
national census every five years • All citizens are required to complete short-
form census, with long-form information now collected through voluntary National Household Survey
• Creating a positive consumer attitude toward the census is an important first step in collecting the information
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Changing Schema-Based Affect
Schemas contain affective and emotional meanings. If the affect found in the schema can be changed, then
the attitude toward the brand or product should change as well.
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Exhibit 7.5: The Elaboration Likelihood Model
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Identify examples of ads that use central route, and those that use peripheral route to persuasion. Why is the selected approach used for that product and audience.
Exhibit 7.6: Balance Theory
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Consider what happens when a celebrity is involved in a negative situation (Lance Armstrong, Tiger Woods). How do consumers restore the balance?
Exhibit 7.7: Social Judgment Theory
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Note that the latitude of acceptance is narrowest when the original attitude is strongest. Existing attitudes must be thoroughly understood by marketers.
Understand how message and source effects influence
persuasion.
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Message and Source Effects and Persuasion
Message Effects The appeal of a message and its construction.
Source Effects Characteristics of the person or character delivering a message.
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Exhibit 7.8: Basic Communication Model
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Exhibit 7.9: Communication in a Computer-Mediated Environment
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Communication models becomes much more dynamic when consumers, as well as marketers, can provide both content and feedback.
Message Appeal and Construction
• Message appeal – Sex – Humor – Fear
• Message construction – Conclusion presentation – Comparative strategy – Message complexity
7-‐28
Which kinds of message appeals do you prefer, and which do you believe to be most effective. Why is comparative advertising rarely used by the category leader?
Source Effects
• Credibility • Attractiveness • Likeability • Meaningfulness
Match-up hypothesis—a source feature is most effective when it is matched with relevant products.
7-‐29
Select celebrities who rate highly on credibility, attractiveness, likeability, and meaningfulness. Which products are they best matched with?
