Attitudes―components
AFFECT
(FEELING)
BELIEFS
BEHAVIORAL
INTENTIONS
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
2
Significance of Attitudes
• Cognitive: Guide thinking
• Affective: Influence
feelings
• Connative: Impact
behavior
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
3
Characteristics/Dimensions of
Attitudes
• Favorability—Positive or
negative
• Accessibility—How easily
the attitude is retrieved
– May require thinking or
evaluation
– Ultimate result may be either
highly positive or highly
negative or in between
• Confidence—Certainty with
which the attitude is held
MKT 450
• Persistence—Extent to
which the attitude will
remain accessible and
relevant over time
• Resistance to change—
Extent to which new
information is likely to
change the attitude
• Ambivalence—Difficulty in
balancing competing
positive or negative aspects
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
4
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
5
Foundations of Attitudes
• Based on cognition
(thoughts at various levels
of consciousness) or affect
(emotion) or some
combination
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
6
Cognitive Foundations of
Attitudes
• Direct or imagined
experience
• Reasoning by analogy or
category
• Values driven attitudes
• Social identity generated
attitudes
• Analytical processes
MKT 450
• Responses
– Counter arguments
– Support arguments
– Source derogation
• Belief discrepancy: More
counterarguments are likely
to be generated to a
message with which one
disagrees
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
7
Expectancy Value Models
• Theory of Reasoned Action
(TORA)
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
8
Some Attitude Change
Strategies
• Change beliefs—usually
very difficult
– Strengthen positive beliefs
– Weaken negative beliefs
• Target normative beliefs
(need to consider
reactance)
• Change evaluations of
consequences
• Add new belief
• Encourage attitude
formation based on
imagined experience
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
9
Generating Beliefs Through
Advertising
• Statements must be
– Perceived
– Comprehended
– Remembered
– Believed (at least in part)
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
10
Adding Beliefs (True or Not):
Examples
• Brushing and flossing do
not reach all areas of the
mouth
• People under stress need
more vitamins
• Baking soda will reduce
odor of refrigerators
• Fragmented hard drives
may cause computer
errors
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
11
Positioning Through Creating
Beliefs
• “It’s not delivery; it’s De Journo!”
• “Wal-Mart. Always low prices.
Always.”
• “I just saved a bunch of money on
my auto insurance.”
• “U-um Good!” (Campbell’s Soup)
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
12
Multiattribute Models of Attitude
• Attitude computed as a
function of multiple attributes
weighted for importance:
Ab  i 1WiXib
n
Ab= attitude toward brand b
Wi: weight of attribute I
Xib: belief about brand b’s
performance on attribute I
• Model assumes rationality
Calculations will not be required on the exam.
You should know conceptually what this involves
conceptually—i.e., weighing importance and
intensity of feeling.
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
13
Influences on Cognitively
Based Attitudes
• Communications source
– Source credibility
• Trustworthiness
• Expertise
• Status
– Company reputation
• Message
– Argument quality
– One-sided vs. two-sided
messages
– Comparative messages
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
14
Affective Foundations of
Advertising
• Engagement: Extent of
personal connection to brand
or object
• Regulatory (goal) fit
– Promotion focus
– Prevention focus
• Affective responses
(generations of feelings and
images)
• Culture—appeal to ego vs.
group oriented
• Negative emotions may be
more powerful
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
15
Influences on Affect Based
Attitudes
• Source
– Attractiveness
– Match-up Hypothesis:
Attractiveness is more
effective when consistent
with the product category
– Disgust unintentionally
induced (e.g., through
humor) tends to have a
negative impact
– Discomfort with ambivalence
• Message
– Emotional appeals and
contagion
– Shame and guilt
associations may not be
effective
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
16
Fear Appeal
• Complicated to implement
• Self-defense mechanism
may kick in
• Certain appeals that evoke
guilt or regret may work
• Optimal level of stimulus
intensity
• Offering a solution to
overcome featured outcome
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
17
Attitude Toward the Ad
• Liking of ad may lead to
liking of product
• Generally used for low
involvement product
categories (e.g., batteries)
• In higher involvement
contexts:
– Informative advertisements
– Hedonic: Enjoyable
advertisements
MKT 450
ATTITUDES UNDER HIGH EFFORT
Lars Perner, Instructor
18
Attitudes and Behavior
• Greater consistency under
– High level of involvement
and elaboration
– Attitude confidence
– Specificity of attitude
– Emotional attachment
– Attitude accessibility
MKT 450
• Some modifiers
– Situational influences
– Normative factors
– Personality
ATTITUDES UNDER HIGH EFFORT
• High vs. low self-monitors
Lars Perner, Instructor
19