Consumer Attitudes
Attitudes
What is an attitude?
– Expressions of inner feelings that reflect whether a
person is favorably or unfavorably predisposed to
some object;
– in marketing, “object” can be a brand, a brand
name, a service, a service provider, a retail store, a
company, an advertisement, in essence, any
marketing stimuli.
Why, From a Marketer’s point of view,
is it important to know about Attitudes?
If a consumer is favorably disposed towards your product or
service then you want to keep them so disposed
If they are unfavorably disposed then you want to change
their attitude.
Therefore we need to know.
 What they are
 How they are formed
 What influences them
 How they can be changed
Development of Attitudes
Attitudes are learned predispositions; therefore, their
development is influenced by
–
–
–
–
–
–
–
personality of the individual
family
peers
experience
education
culture
subculture, nationality
Functions of Attitudes
Utilitarian: guide consumers to seek out products
for certain benefit – Do they like it or not.
Value-expressive:
consumers’ attitudes
guide them to use
products that are an
expression of
themselves – what
does it say about
them.
Ego-defensive: consumers’
attitudes guide them to use
products that protect their selfesteem – What self doubts do
they help overcome.
Edna's plight: Bad breath. A
Listerine ad from the 1920s.
Knowledge function: attitudes enable us to organize the
information – does the product meet the needs for order and
structure
Shell’s ad provides reassurance
Three Components of Attitudes
The ABCs of attitudes:
 The Affective Component (based on feelings or overall
evaluation) – I feel good about myself when I drive a
BMW
 The Behavioral Component (likely action toward
object; e.g. from a consumer behavior point of view, the
consumer’s intention to buy a product) – I will buy a
BMW next time
 The Cognitive Component (based on beliefs; what you
think about a marketing stimulus) – I think BMWs are
quality cars
Hierarchy of Effects
This sweater looks so good on
the mannequin that some
consumers “just have to have
it”. In other words, they fall
in love with it and buy it.
Once they get it home they
learn about it by looking at
the tag to see if it needs to be
dry cleaned etc. What’s the
ABC sequence.
Golf Pro shops encourage
shoppers to take clubs to the
driving range to try them out
before buying them. Many
companies give out free
samples. Consumers first try
the product, then decide
whether they like it or not.
Finally they form an opinion of
it. The ABC sequence is?
Washing machines are about as
expensive as other major
appliances but are usually hidden
in the basement, and few care
about how they look. Washing
machines are functional. When
buying one it is likely consumers
will visit several stores first, talk
to salesmen check the Internet
etc. i.e. Consumers gather
information, consider the
alternatives and then choose a
model. The ABC sequence is?
High Involvement
Learn-Feel-Do
Low Involvement
Learn-Do-Feel
Experiential
Feel-Do-Learn
Our attitude can be influenced by the ad over and above the product
An ad with a warm feeling
The Woman in This Ad Exhibits a High Level of Attitudinal
Commitment to Her Employer
Fishbein’s Multi-attribute Theory
Fishbein’s model argues that consumers’
attitudes towards a brand derive from their
beliefs about the attributes of the brand and
their evaluations of those attributes
Three factors influence attitude formation:
– salient attributes for an object/product
– extent to which consumer believes product
contains these salient attributes
– Importance of the attribute to the consumer
Fishbein’s Multiattribute Theory
 Step One: List of Attributes
 Step Two: Obtain the relative importance of them
(weights).
 Step Three: Obtain the evaluation of each brand with
respect to each attribute.
 (6=Excellent, 5=Very Good, 4=Good, 3=Bad, 2=Very
Bad, 1=Poor)
 Step Four: Obtain the mathematical solution, applying
Fishbein’s Formula.
Fishbein’s Multi-attribute Theory
Aijk =  (Bijk x Iik):
–
–
–
–
–
where
i = attribute
j = brand
k = consumer
I = Importance weighting
B = Extent to which the brand is believed to
possess the attribute
– A = Attitude toward brand/product/etc.;
Example Application of Fishbein’s
Multi-attribute Theory
 In Crowfoot, there are 3 banks: TD, CIBC, Royal.
 We would like to know the degree of preference clients have to
each
 Step One: List of Attributes: quickness in service, office hours,
localization, parking facilities, etc
 Step Two: Obtain the relative importance of them (weights).
Quickness 1, Hours 4, Localization 3, Parking 2
 Step Three: Obtain the evaluation of each bank with respect to
each attribute. (6= Excellent, 5=Very Good, 4=Good, 3=Bad,
2=Very Bad, 1=Poor)
 Step Four: Obtain the mathematical solution, applying
Fishbein’s Model.
Example Application of Fishbein’s
Multi-attribute Theory
Importance Royal
Quickness
Hours
Localization
Parking
Total
1
4
3
2
4
3
4
1
30
TD
CIBC
3
3
3
2
28
1
3
2
5
29
Which is the best Bank?
Which is the worst Bank?
What would you do if you were responsible for TD?
Problems with Fishbein’s Model
 Measure of Attitude not equal to Behaviour
 Does not address situational factors
 Not all attitudes are equal - some strongly held others weakly
 Does not consider social factors
 Some things are beyond consumer's control
 Assumes that we have been able to specify adequately all the
relevant attributes
Fishbein’s Theory of Reasoned Action
A refinement of his multi-attribute model
Now considers conviction with which attitude
held - more of a behavioral intention model
Introduces ideas of importance of opinions of
significant others (subjective norms) and a
consumer’s motivation to comply with the
opinions of these significant others.
Attitude-Behavior Consistency
Note: A positive attitude toward a product does
not necessarily mean that the consumer will buy
Attitude-behavior consistency, the extent to
which attitudes lead to purchase, is determined
by a variety of consumer, situational, and
measurement factors
Attitude-Behavior Consistency
 Consumer Characteristics
Resources, experience, state vs. action
orientation, degree of conviction with which
attitude is held
 Situational Characteristics
 Intervening time, unforeseen events, social
influences, message repetition
 Measurement Characteristics
– timing of measurement, reliability of
measurement
Implications of Attitude Research for
Marketing Strategy
Product positioning and repositioning
Advertising-focus on certain
attributes/benefits
Marketing research
Segmentation
Distribution: select outlets for which
consumers have favorable attitudes
Consumers can also have attitudes towards the act of buying
Attitude Change
The Marketer’s Challenge
 Deep
seated attitudes are
internalized and become part of
the person's value system
 Attitudes are difficult to
change because they are so
important to the individual –
e.g. New Coke
Branding
America
Persuasion - the active attempt to change attitudes
Marketing messages are designed to persuade consumers to
change brands
The effort to persuade will influence how to market/advertise
 Who will be depicted using the product in the ad
 How the message should be constructed
 What media to use
 Where to advertise
Interactive Communications
THE ELEMENTS OF COMMUNICATION
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Transmission
Medium
Feedback
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THE SOURCE
 Who is delivering the message can have a big impact on whether
it will be accepted.
source credibility
 a credible source can be particularly persuasive
Expertise
Attractiveness
Trustworthiness
Objectivity
Source Credibility
Credibility can be enhanced if the sources qualifications are
perceived as relevant to the product being endorsed. If they are
seen as experts.
Celebrities as Credible Sources
 Awareness
Due to their fame and high profile celebrity endorsers enable
messages to stand out and break through the media clutter.
 hold the viewer's attention
a consumer is more likely to keep the television on the channel
showing a commercial with Wayne Gretzky than a commercial
with an unknown actor.
 provide testimony for a product or service,
especially effective when the product has contributed to their
celebrity eg. consumers may be more likely to try a motor oil
endorsed by Al Unser, Jr. This relationship can increase a
consumer's belief and trust in the product and its benefits.
 Instant credibility
when consumers see a credible celebrity endorsing a product,
consumers think that the product must be at least ‘OK’
 PR coverage:
celebrities are topical and create high PR coverage.
Celebrity-company marriages are covered by most media
 To create positive attitudes towards products and generate sales
EG for sports figures, people know they are not going to be as
good as these athletes, but having their equipment makes them
feel better.
Approximately 20% of all television commercials feature a famous
person from the world of sport, television, movies or musical
entertainment
Drawbacks of using Celebrities
$$
Pepsi
Shaquille O'Neal
$25 million
Nike
Tiger Woods
$40 million
Reebok
Venus Williams
$40 million
Reebok
Allen Iverson
$100 million (lifetime)
Shick
Andre Agassi
$19 million
Nike
Michael Jordan
$40 million
Drawbacks of using Celebrities
Consumer cynicism
People know celebrities get paid a
lot of money for endorsements and
this knowledge leads them to
cynicism about celebrity
endorsements.
Consumer cynicism
Introducing: The New Kmart!
• “The logo does signify the change
that we are making. It's truly a
new beginning for us.”
•
– Jeff Smith, Kmart
• "The new logo will signify change
but the reality is they have to do a
better job inside the store.”
•
– David Littmann, Comerica economist
“K-Mart forgot the basics,
like a clean store, wellstocked shelves, helpful
personnel and attention to
detail. The stores are a
mess.”
•— The Shopper Report
There has to be a link
between product and
celebrity
Cybill Shepherd was
endorsing beef industry
when said she did not
eat meat.
Sainsbury’s used Catherine Zeta
Jones for its recipe advertisements
when she was caught shopping in
Tesco (UK grocery stores)
Guidelines For selecting a spokesperson (FRED)
Familiarity: The target market must recognize the celebrity, and
perceive the person as friendly, likeable, and trustworthy. The more
familiar an endorser, the more likely consumers are to buy the
endorsed product
Relevance For credibility there should be some link between the
celebrity and the product, and between the celebrity and the
audience. It is important for audience to identify with the celebrity.
E.g. older consumers feel a tie to Arnold Palmer. If consumers can
associate with the endorser, they will feel more comfortable
accepting and buying the product or service.
Esteem: Consumers must respect celebrity for the commercial
credibility.
Differentiation: The public must see the endorser as different from
all the rest. Michael Jordan is an example of a celebrity that stands
apart from the normal athlete, one of the contributing factors to his
success as an endorser.
Source Attractiveness
Beautiful people are used in
advertising because
 consumer's
pay
more
attention to ads containing
attractive models
 degree of attractiveness
influences consumer's product
evaluation
the
more
attractive the higher we
evaluate the product.
Trustworthiness
The Message
What makes a marketing message persuasive?
 stress a unique attribute or benefit of the product - USP
 showing convenience of use
 showing new product or improved features
 people incidental to the message
 indirect comparison with other products
 demonstration of the product in use
 demonstration of tangible results
 no principal character - i.e. more time is devoted to the product
Words
Versus
Pictures
Message
as Metaphor
Vividness
Factors
Affecting
Persuasiveness
Type of
Appeal
Repetition
Argument
Words or Pictures
Which conveys the message best?
Visual
 affects aesthetic evaluations
 stress on creativity
 don't convey factual information well
Verbal
 Take more time for consumer to process
 Better suited to high involvement medium - eg print
 harder to remember therefore more repetition needed
verbal elements are more effective when reinforced by an
accompanying picture
Bloomingdales 1898
Throughout the 20th century pictures
have gradually replaced words.
Early advertising tried to persuade the
reader with a series of facts about the
product contained in the ad.
Corn Flakes, 1933 Puerto Rican Rum, 1974 Cosmopolitan, 1997
VIVIDNESS
 precise descriptions or vivid graphics
 command attention
 remembered more than vague messages
Companies that focused attention on the culture kept employee
turnover to just 6.2% compared to 20% for industry at large.
Vs
Companies that focused attention on the culture kept employee
turnover lower than for the industry at large.
Repetition
 is the mother of teachers
The idea behind the use of repetition in advertising is that we, like
Pavlov's dog, will become conditioned to behave in a certain
manner; namely, we will respond by buying the product
 increases familiarity and brand awareness
 Not only are ads repeated, but repetition is also used within the
ads or commercials themselves
 too much repetition leads to habituation -stimulus because of boredom.
consumer ignores
boredom can be eliminated by
slightly varying the content of
ads around a common theme
Constructing the Argument
One-Versus two-sided arguments
One-sided arguments
 persuasive messages that support one side of an issue or one
product - stress on attributes and benefits
 cannot address questions
 usually more persuasive with audiences who have little or no
comprehension of an issue..
two-sided arguments
provide information about both positive and negative
attributes of a product or service
Negative attributes trivialised or refuted
 Help to differentiate the product
 works well when receivers are not already loyal to the product
 possess the potential for different types of delivery. E.g. do you
deliver positive or negative first
Why would a marketer want to draw attention to the negative
aspects of their product?
 audience may pay more attention to it.
By presenting the opposing side, the advertiser causes its
audience to question the product or service. By questioning it, the
individuals are made to think about the attributes. The more
these attributes are considered...the longer the product or service
is in the mind of the consumer.
 When topics are made more interesting or involving messages are
processed more thoroughly. Consumers think more highly of
products, brands, and services which make them think. The process
is viewed as novel and pleasant.
 more credible than one-sided ads because they admit that the
advertised brands have shortcomings.
 researchers have found that those exposed to the two-sided
messages were more likely to have a more favorable attitude after
the exposure. That is: the negative aspects of the message can yield a
positive, desired attitude after exposure
Providing positive attributes first; followed by negative attributes.
 allows consumer to hear about a product or service in a positive
light first.
 provides a built-in counter claim, or opposing message. By
providing only mild negative information to the consumer, the
consumer is prevented from concocting potentially worse negative
images on their own. Thus, it leads the consumer to perceive that the
positive attributes presented are the stronger attributes.
Providing negative attributes first; followed by positive
attributes
 Positive attributes remembered best since they came last.
Comparative advertisement
 type of two-sided message
 includes positive attributes about a product or service and some
negative aspects of its competitor's product product A is better than
product B.”
 the negative inclusions may lead a consumer to believe that there
are more positive attributes to associated with the product or service
when it admits that it has competitors.
 often works in priced-based advertising in print media, where
competitors' prices are compared side-by-side.
 acknowledgement of the competitors may be direct or indirect.
Pitfalls of Comparative Advertising
 Every mention of a competitor's name or product in an
advertisement increases the probability that the audience will think
the ad is for that competitor. Research commonly finds that a large
percentage of the audience will believe that the competitor's product
is the one being advertised.
 audience may also doubt the credibility of the biased ad
 false or misleading statements could lead to litigation.
Eg. 1992 Ad for Maytag dishwasher said that "Nobody, But
Nobody Cleans Better than Maytag or Holds More Dishes!"
supported by results of a proprietary test . Whirlpool argued that its
dishwasher cleaned better based on independent tests.
Emotional
Versus
Rational
Fear
Types of
Message
Appeals
Humourous
Sex
EMOTIONAL APPEALS
 emotional versus rational appeals to head or heart
 depends on the product and the type of relationship the
consumers have with it. - ads for cars focus on emotion
 recall for ad contents tends to be better for thinking ads than for
feeling ads
 Products are sold today through the use of emotional appeals and
identifications.
images and text in this ad are
designed to have the maximum
emotional effect for one
purpose: to persuade the reader
to make an act of charity
Heart or Head?
Humorous Appeals
 Culturally relative
 effective at catching people's attention.
Recognition scores high for humorous ads
 Inhibit consumer from counter arguing which increases the likelihood
of message acceptance
 more effective when brand is clearly identified – creates a positive
attitude
 subtle humour usually best
 Does not work well for products where consumers want the facts e.g. food or where people have personal ties to the goods eg designer
clothing, jewellery and sports cars. Ads poking fun at those products
offend some consumers so much that they will not buy the product - it's
like poking fun of the consumers
Humor is an effective tool for selling products like candy and gum,
because consumers don't have to do much decision-making before they
buy such items,
1996 advertisers spent $10 billion on humorous ads out of the
total $100 billion spent on all ads
72 percent of the 100 Best Commercials of All Time use humor to
reach the target audience
Effective humour surprises the audience, and at the same time,
speaks some sort of truth.
The goal in using humour in advertising is to make the audience
laugh, and, more importantly, have them walk away thinking "this
company understands me"
Brands will be remembered more if they are intimately entwined in
the humour
Pitfalls of Humorous Appeals
 funny material can dominate the message and thus the product
recognition is lost
Reduces Comprehension
 a punch line that doesn't pay off – can backfire
Fear Factor
 Highlight the risk or negative consequences of not using the
advertised brand or of engaging in unsafe behaviour
 Fear of social physical harm or social disapproval
 Fear stimulates message involvement
 common factor for public-policy issues e.g. stop smoking
 Fear appeals are usually most effective when only a moderate
amount of fear is induced increasing levels of fear do no result in
increased change
 Lead customer to believe advertised product is insufficient to
alleviate problem
 Pitfall - distract customer from focal product (ie. dwell on the
fearful event rather than the proposed solution)
Which ad is more effective?
a solution to the problem should be presented. otherwise consumers
will tune out the ad since they can do nothing it solve the problem
Message as Metaphor
the use of an explicit comparison -- A is B
Truth in advertising" laws make it highly desirable for advertisers
to avoid making explicit statements that could be true or false;
therefore metaphors (and other devices) are typically conveyed in
"non-sentences - eg Gateway
. Computer ad
More than one program running at a
More muscle.
time.
More juice.
More brains.
More room.
More brawn.
More RAM.
More music.
More gigabytes.
More modem.
More glory.
More software.
More mail
More music.
Even more mail.
More tools.
Resonance
 a literary device that employs a
play on words (a double meaning)
to communicate a product benefit.
 puns are used as “attentiongrabbers