Attitude and
Attitude Change
Chapter 11
 What attitudes are
 The main components of attitudes
 The strategies that can be used to
change attitudes
 The effect of marketing
communication on attitudes
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Attitudes
 Attitude components
 cognitive
 affective
 behavioural
 Component consistency
 Measurement of attitude components
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
2
Attitude Components and
Manifestations
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
3
Attitude-component
Consistency
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
4
Attitude-change Strategies
 Changing and the affective component
 classical conditioning
 affect towards the advertisement
 mere exposure
 Changing the behaviour component
 Changing the cognitive component
 four basic strategies
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
5
Attitude-change Strategy
Focusing on Affect
Increased
positive
beliefs
Positive
marketing
stimuli
(advertisement,
package)
Behaviour
(purchase)
Increased
affective
response
(liking)
towards
product
Overall
attitude
change
Behaviour
(purchase)
Increased
positive
beliefs
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
6
Attitude-change Strategy
Focusing on Behaviour
Increased
affect
(liking)
Marketing or
situational
stimuli
(free sample,
guests)
Increased
positive
beliefs
Overall
attitude
change
Behaviour
(purchase,
consumption)
Increased
positive
beliefs
Increased
affect
(liking)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
7
Attitude-change Strategy
Focusing on Cognitions
Increased
affect
(liking)
Marketing
stimuli
(advertisement,
package)
Behaviour
(purchase)
Overall
attitude
change
Cognitions
(beliefs)
Behaviour
(purchase)
Increased
affect
(liking)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
8
Strategies used for Altering
the Cognitive Component
 Change the beliefs about the attributes of
the brand
 Change the relative importance of these
beliefs
 Add new beliefs
 Change the beliefs about the attribute of
the ideal brand
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
9
Strategies Based on
Attitudes
 Market segmentation
 benefit segmentation
 Product development
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
10
Communication and Attitude
 Source characteristics
 source credibility—trustworthiness and expertise
 celebrity sources
 Appeal characteristics
 fear
 humorous
 comparative advertisement
 emotional
 Message-structure characteristics
 one-sided versus two-sided messages
 non-verbal components
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
11
Matching Endorser with
Product and Target Audience
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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