Last Class
How do we acquire memories?
Basic processes
Sensory memory, Short-term memory, Long-term
memory
How do we retrieve memories?
Retrieval cues
Match between encoding and retrieval (encoding
specificity)
Forgetting and misremembering
Memory construction
Suggestibility; schema/script-based recall, consistency bias
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Attitudes
1
Outline
• What is an attitude?
• One model of attitudes.
• Do attitudes predict behavior?
– Fishbein vs. TORA
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1
Attitudes
• Why do we study attitudes in CB?
– The most common target of persuasion is a
person’s attitudes.
– Special status because of their presumed influence
on choices and actions.
• All else equal, choose the university evaluated most
favorably, buy the product they like the most…
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Attitude, defined
• An attitude is:
– A lasting, general evaluation of people, objects,
places, behaviors, or ideas.
• How much we like or dislike something
– Rating how good/bad, favorable/unfavorable,
pleasant/unpleasant
• Learned
• Examples:
– I like chocolate; I dislike cats; I dislike calls from telemarketers.
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The Attitude Object Ao
• The “target” of the attitude, it can be many things:
– a product, a brand, a store
– an ad (Aad)
– a person
– a political position/policy
– a behavior (Aact)
• Buying a product
• Using/consuming a product
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2
Components of an attitude: The ABCs
• Affect
– the way a consumer feels about an attitude object.
• Dentists make me anxious.
• Behavior
– person’s intentions to do something about an attitude
object.
• Go to dentist twice a year.
• Cognition
– Beliefs/thoughts a consumer has about an attitude
object
• Dentists are friendly, expensive, etc.
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Multi-Attribute Models
• When asked about a given AO, many conflicting
thoughts may come to mind.
– e.g., hamburgers
• But we can often specify an attitude. How?
• Multi-attribute models specify how multiple
cognitions are integrated.
– Fishbein model
• a consumer’s attitude toward an Ao depends on the beliefs
she has about several of its attributes.
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The Fishbein Model
• Attributes:
– Characteristics of the Ao
– Identify all the relevant attributes that this product could have.
• Beliefs:
– Identify the consumer’s cognitions about the extent to which
this product possesses those attributes.
• Importance:
– Identify the relative priority of each attribute to the consumer.
Attitude = Belief1 * Importance1 + Belief2 * Importance2 +
Belief3* Importance3…
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3
Multiattribute Model: Buying a car
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Car 2
Subscore
(B*I)
Appearance
Safety
Gas mileage
Low price
Reliability
Car 1
Total:
Car 2
Total:
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Multiattribute Model: Buying a car
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Appearance
4
-2
Safety
-3
2
Gas mileage
-2
4
Low price
-2
3
Reliability
3
3
Car 1
Total:
Car 2
Total:
Car 2
Subscore
(B*I)
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Multiattribute Model: Buying a car
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Appearance
9
4
-2
Safety
5
-3
2
Gas mileage
2
-2
4
Low price
4
-2
3
Reliability
2
3
3
Car 1
Total:
Car 2
Total:
Car 2
Subscore
(B*I)
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4
Multiattribute Model: Buying a car
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Car 2
Subscore
(B*I)
Appearance
9
4
36
-2
-18
Safety
5
-3
-15
2
10
Gas mileage
2
-2
-4
4
8
Low price
4
-2
-8
3
12
Reliability
2
3
6
3
6
Car 1
Total:
15
Car 2
Total:
18
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Multiattribute Model, cont’d
Marketing can influence:
• _____________ of relevant attributes
• _________ about the product’s standing on
those attributes
– e.g., we perform well on gas mileage
• ________ about your competitor’s standing on
those attributes
• Attribute ______
– e.g., safety is very important
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1. Removing an attribute
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Car 2
Subscore
(B*I)
Appearance
9
4
36
-2
-18
Safety
5
-3
-15
2
10
Low price
4
-2
-8
3
12
Reliability
2
3
6
3
6
Car 1
Total:
19
Car 2
Total:
10
Gas mileage:
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5
2. Changing Beliefs
Attribute
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Car 2
Subscore
(B*I)
Appearance
9
4
36
-2
-18
Safety
5
(-3 ) -2
-10
2
10
Gas mileage
2
-2
-4
4
8
Low price
4
-2
-8
3
12
Reliability
2
3
6
(3 ) 2
4
Car 1
Total:
20
Car 2
Total:
16
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3. Changing importance weights
Attribute
Appearance
Safety
Import.
(0 – 10)
Car 1
(-5 to 5)
Belief
Car 1
Subscore
(B*I)
Car 2
(-5 to 5)
Belief
Car 2
Subscore
(B*I)
9
4
36
-2
-18
(5 ) 4
-3
-12
2
8
Gas mileage
2
-2
-4
4
8
Low price
4
-2
-8
3
12
Reliability
2
3
6
3
6
Car 1
Total:
18
Car 2
Total:
16
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TORA: A stronger attitude-behavior
link
• Theory of Reasoned Action (TORA) (Ajzen & Fishbein,
1980)
– Best single predictor of behavior is the __________, rather
than attitude toward the product itself
• Attitude toward _______ a product, not just the product.
• What predicts behavioral intention?
– Attitude towards behavior, Aact: beliefs*importance
– Subjective norms
• Normative beliefs: what the consumer thinks someone
wants him/her to do
– What are the social norms?
• Motivation to comply with others’ desires/expectations
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6
Theory of Reasoned Action, cont’d
• In TORA, can change behavior by:
– changing Aact (intention to act)
– changing subjective norms (to involve social
pressure)
• Normative beliefs (norm-based interventions)
– accurate information about what peers do, think when
people don’t know what the norm is or are mistaken
about it and their relation to it.
» social norms marketing:
• “85% of students on our campus drink “four or
fewer” drinks when they party.”
• “77% of your neighbors report taking shorter
showers to conserve energy.”
• Motivation to comply
– “Think of your loved ones before you drink and drive”
18
Summary
• Attitudes
– …are multifaceted.
– …require the integration of a variety of positive and
negative beliefs (multi-attribute models).
• Attitudes and behaviors
– …don’t always match up.
– …may be brought in line with consideration of norms
and behavioral intentions.
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Next up…
Attitude Change:
Learning
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