Schweddy
Balls: The ABC
Model of
Attitudes
Kendall Re
Christina Layton
Attitude
A
lasting, general evaluation of people,
objects, advertisements, or issues
Attitude Object
 Anything
about
an individual forms an attitude
The ABC Model of Attitudes
 Affect:
how a consumer feels about an
attitude object
 Behavior:
about it
his/her intentions to take action
 Cognition:
what he/she believes to be
true about the attitude object
 The
ABC model emphasizes the
interrelationships among knowing, feeling,
and doing.
Attitude Toward Products
 Value-Expressive
Function: attitudes that
perform a value-expressive function
express the consumers central values or
self-concept.

A person forms a product attitude not
because of its objective benefits, but
because of what the product says about
him/her as a person
Could your brand benefit from
the right boycott?
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http://adage.com/article/the-mediaguy/brand-benefit-boycott/230270/
The website, One Million Moms, was launched
because moms were "fed up with the filth
many segments of our society, especially the
entertainment media, are throwing at our
children.”
Certain product promotions are causing
boycotts of brands
Has a particular promotion ever deterred you
from buying the product advertised?
Schweddy Balls
 http://www.hulu.com/watch/4156/saturd
ay-night-live-nprs-delicious-dishschweddy-balls
 Ben & Jerry’s created a flavor of ice
cream inspired by this SNL skit
 This flavor created an uproar among
moms and “turned something as innocent
as ice cream into something repulsive"
Ditch the Sitch
 http://blog.annascholz.com/2011/08/abe
rcrombie-fitch-wants-to-ditch-the-sitch/
 Abercrombie actually PAID
“The Situation” to stop wearing their
clothing because it was damaging
their brand image
 Why do you think it is important that
Abercrombie did this?
The ABC Model of Attitudes:
Schweddy Balls
 Affect:
Moms from One Million Moms felt
disgusted by the new flavor of ice cream
 Behavior:
they all banded together to
boycott the ice cream
 Cognition:
they believe that if they buy
the ice cream flavor it will be a reflection
of their lifestyle choices
Questions?
References
 http://blog.annascholz.com/2011/08/abe
rcrombie-fitch-wants-to-ditch-the-sitch/
 http://www.hulu.com/watch/4156/saturd
ay-night-live-nprs-delicious-dishschweddy-balls
 http://adage.com/article/the-mediaguy/brand-benefit-boycott/230270/