PART 1
Attitudes and
Attitude Change
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1
Attitudes
Relatively enduring overall
evaluations of objects,
products, services, issues,
or people.
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
ABC Approach to Attitudes
Affect:
“I really like my
iPad.”
Behavior:
“I always
buy Apple products.”
Cognition:
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“My iPad
helps me to study.”
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
Functions of Consumer Attitudes
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4
Functional Theory of Attitudes
(cont.)
• Marketers emphasize the benefits a
product serves for consumers
• 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)
Prentice-Hall, cr 2009
7-5
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5
Understand how the hierarchy of
effects concept applies to attitude
theory.
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Hierarchy of Effects
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The major consumer attitude
models.
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Attitude-Toward-the-Object
(ATO) Model
• The ATO Model proposes that three key
elements be assessed to understand and
predict consumer behavior.
– Consumer beliefs about salient attributes
– Strength of the consumer belief
– Evaluation of the attribute
• ATO Formula:
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9
Attitude-Toward-the-Object Model Applied
to Fitness Center Choice
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10
Marketing Applications of
Multi-Attribute Model
• Capitalize on relative advantage: convince
consumers that particular product attributes are
important in brand choice
• Strengthen perceived product/attribute linkages:
if consumers don’t associate certain attributes
with the brand, make the relationship stronger
• Add a new attribute: focus on unique positive
attribute that consumer has not considered
• Influence competitors’ ratings: decrease the
attributes of competitors
Prentice-Hall, cr 2009
7-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11
Behavioral Intentions Model
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Factors That Weaken AttitudeBehavior Relationship
Time
Specificity
of attitude
measured
Environment
Impulse
situations
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13
Describe attitude change
theories and their role in
persuasion.
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Persuasion
• Refers to specific attempts to
change attitudes.
• Techniques:
– ATO approach
– Elaboration Likelihood Model
– Balance Theory approach
– Social Judgment Theory approach
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15
Attitude-Toward-the-Object
Approach
Change
beliefs
Add beliefs
about new
attributes
Change
evaluations
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16
The Elaboration Likelihood Model
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17
Balance Theory
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18
Social Judgment Theory
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19
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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Basic Communication Model
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Message Appeal and Construction
• Message appeal
– Sex
– Humor
– Fear
• Message construction
– Conclusion presentation
– Comparative strategy
– Message complexity
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
23
Source Effects
• Credibility
• Attractiveness
• Likeability
• Meaningfulness
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