Chapter 11 Attitude and Attitude
Change
• What are attitudes?
• Main components of attitudes
• Strategies that can be used to change attitudes
• Effect of marketing communication on attitudes
• Strategic implications of attitudes
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–1
Attitudes
• Attitude components
–
–
–
cognitive
affective
behavioural
• Component consistency
• Measurement of attitude components
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–2
Definition of Attitude
• An attitude is a learned predisposition to respond in
a consistently positive or negative way to a given
object or event.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–3
Terminology
• Favourability: 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’
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–4
Components of an Attitude
• Cognitive
• Affective
• Behavioural
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–5
Attitude Components and Manifestations
11–6
Cognitive Component
• Consists of the consumer’s beliefs and knowledge
about the attributes of a particular brand, product
or outlet
–
many beliefs relate to the evaluation of attributes
–
the cognitive component represents the summation of
evaluations
–
multi-attribute model
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–7
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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–8
Behavioural Component
• Represents the consumer’s tendency (intention) to
respond in a particular way towards the object or
event
–
Behaviour
–
Intention
–
Situational influence
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–9
Component Consistency
• The three components of an attitude (cognitive,
affective and behavioural) have a tendency to be
consistent.
• A change in one component will have a flow-on
effect on the other components.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–10
Attitude-Component Consistency
11–11
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.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–12
Measuring Attitude Components
Cognitive Component
(Measuring Beliefs about Specific Attributes Using the Semantic Differential
Scale)
Diet Coke
Strong taste ____ ____ ____ ____
____ ____ ____ Mild taste
Low priced ____ ____ ____ ____
____ ____ ____ High priced
Caffeine free____ ____ ____ ____
____ ____ ____ High in
caffeine
Distinctive in________ ____ ____
taste
____ ____ ____ Similar in
taste to
most
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–13
Measuring Attitude Components (cont.)
Affective Component
(Measuring Feelings about Specific Attributes Using Likert Scales)
Strongly
Agree
Agree
Neither
Agree
nor
Strongly
Disagree Disagree Disagree
Disagree
I like the taste of Diet
Coke.
____
____
____
____
____
Diet Coke is overpriced. ____
____
____
____
____
____
____
____
____
____
____
____
____
Caffeine is bad for your ____
health.
I like Diet Coke.
____
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–14
Measuring Attitude Components (cont.)
Behavioral Component
(Measuring Actions or Intended Actions)
Have you ever purchased Diet Coke?
 Yes How often?___
 No
What is the likelihood you will buy Diet Coke the next time you
purchase a soft drink?

Definitely will buy

Probably will buy

Might buy

Probably will not buy

Definitely will not buy
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–15
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 behavioural)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–16
Strategies Based on Attitudes
• Market segmentation
–
benefit segmentation
• Product development
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–17
Attitude-Change Strategies
• Changing the affective component
–
–
–
classical conditioning
affect towards the advertisement
mere exposure
• Changing the behavioural component
• Changing the cognitive component
–
four basic strategies
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–18
Attitude-Change Strategies (cont.)
• Affective component
–
Classical conditioning
–
Positive affect towards the advertisement
–
Mere exposure
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–19
Attitude-Change Strategies (cont.)
• Change affective component
–
Involves changing the consumer’s ‘feel’ about a product,
without necessarily directly influencing their beliefs or
behaviour
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–20
Attitude Change in Ads
11–21
Attitude Change in Ads (cont.)
11–22
Attitude-Change Strategies
• Change behavioural component
–
–
Alter the purchase behaviour or consumption behaviour
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 behaviour
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–23
Attitude-Change Strategies (cont.)
• Change behavioural component
–
Operant conditioning

Sampling (trialing)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–24
Strategies Used for Altering the
Cognitive Component
• Change in beliefs or improved knowledge base will
have a subsequent influence on affect and
behaviour
–
–
–
–
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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–25
Adding a New Belief
11–26
Communication and
Attitude Change
• Source characteristics
–
–
source credibility—trustworthiness and expertise
celebrity sources
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–27
Matching Endorser with Product and Target Audience
11–28
Communication and
Attitude Change
• Appeal Characteristics
–
–
–
–
Fear
(unpleasant consequences if attitude and/or behaviour 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)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–29
Ad Seeking an Emotional Response
11–30
Communication and
Attitude Change
• Message-structure characteristics
–
–
one-sided versus two-sided messages
non-verbal components
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–31
Next Lecture…
Chapter 12:
Australasian Society:
Demographics and Lifestyles
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
11–32