CONSUMER BEHAVIOUR
Chapter 9
Attitudes
CHAPTER OVERVIEW
Attitudes help consumers give meaning to and process information about a product, service or idea.
Attitudes can vary depending on the type of situation, social influences and the level of involvement.
Attitudes reflect a person’s values, and their behaviour is usually quite consistent with their attitude.
Consumers learn attitudes by building up information over time in their memory.
There are two attitude theories presented in this chapter: the tri-component model and Fishbein’s multiattribute model .The tri-component model considers three key elements of an attitude—affect (feelings),
cognition (beliefs and knowledge structures) and behaviour. The multi-attribute model assumes that
attitudes often have many attributes.
It is difficult to change attitudes, but if marketers can understand how to influence attitudes, they can
influence behaviour. Attitudes can be changed by influencing one of the three main elements: affect,
cognition or behaviour. When one of these elements changes, it is likely the other elements will change
too.
LEARNING OBJECTIVES
After reading this chapter, students should be able to:
 Describe the nature and characteristics of attitudes and their influence over consumer behaviour
 Discuss the ways consumer attitudes are formed
 Outline the application of various attitude theories to consumer behaviour
 Discuss the functions of attitudes
 Describe how consumer attitudes are measured
 Discuss the processes used to change consumer attitudes.
CHAPTER TOPICS
1.
2.
3.
4.
5.
6.
The nature of attitudes
 Attitudes vary in their strength
 Attitudes reflect a consumer’s values
 Attitudes are learned
 Different situations influence attitudes
Consumer attitude trends
How are attitudes formed?
 Conditioning
 Modelling
 Cognitive learning
Attitude models
 The tri-component model of attitudes
 Fishbein’s multi-attribute model of attitudes
Functions of attitudes
 Adjustment function
 Ego defensive function
 Value expressive function
 Knowledge function
Attitude measurement
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7.
8.
 Likert scales
 Semantic differential scales
 Measuring purchase intention
Attitude change
 Attitude change via affect (influencing feelings)
 Attitude change via cognitions (influencing beliefs)
 Changing attitudes by encouraging a change in behaviour
 Changing attitudes by changing what is ‘normal’
Influences on attitude formation and change
 Source credibility
 Message characteristics
 Media characteristics
 Receiver characteristics
 Case in point 9.1—Teenagers’ attitudes towards bicycle helmets
 Case in point 9.2—Changing attitudes about smoking
LECTURE OUTLINE
Encourage discussion to introduce subject:
Ask students how they feel about no smoking in public places like bars? What do they think of the
different political parties’ policies on terrorism? What have their ‘water saving’ actions been like with
water restrictions in place? The answers to these questions reflect a person’s attitudes.
An attitude is a belief, feeling or action taken towards something. Marketers are most interested in
consumer attitudes towards particular products, services and brands, environmental trends (thus creating
opportunities and threats) and specific ideas.
By measuring consumer attitudes, marketers can determine a consumer’s likely behaviour. Attitudes are
predictors of future behaviour—although a positive attitude toward a brand will not necessarily result in a
future purchase.
1.
The nature of attitudes
An attitude is defined as ‘a learned predisposition to respond in a consistently favourable or unfavourable
manner with respect to a given object’.
Attitudes help consumers make decisions in the marketplace. This is the third stage of the consumer
decision process.
However, attitudes cannot be formed before the consumer understands the features and benefits of
products. Once the benefits are understood, the consumer can then evaluate the brand (and form a
favourable or unfavourable attitude toward it).
Attitude theories revolve around the idea that attitudes are formed when new information ‘forms
interconnections with other attitudes to create organised patterns’. For example (through information
search), attitudes towards smoking in public places will be influenced by (a) whether the person smokes or
not, (b) knowledge of friends or family with smoking-related illnesses, and (c) their pre-existing
knowledge about the effects of passive smoking.
A favourable attitude does not always equate to a purchase. For example:
a) The consumer may not be able to afford the item
b) The store might be out of stock (situation) of the preferred brand
c) The decision may not be that important to the consumer, so it’s easy to change one’s mind
d) Competitor activity like a sale price or promotion might influence a brand-switching decision.
Attitudes vary in their strength
The intensity of a consumer’s attitude depends on how strongly consumers feel about something. An
example to demonstrate this point is a federal or state election. If a consumer (or voter) feels strongly
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about Australia’s participation in the Iraq war, then this issue, over all others, will influence their decision
about who they will vote for.
There is no such thing as a neutral attitude. You either have an attitude or you do not.
Attitudes must have an object. The object is the product, idea, product category, brand, service,
environmental trend or issue, product use, advertisement, price, or retailer. Refer to the Interactive Class
Exercises below.
Attitudes reflect a consumer’s values
Attitudes reflect a person’s values. For example, if someone believes that their efforts do make a
difference in saving the environment, they will use ‘green bags’ for their shopping, and get involved in
issues that they don’t agree on.
Not all consumer values are as strong as each other. A consumer has central and peripheral values (which
will be addressed in Chapter 10). Central values are core values that have greater personal significance to
an individual. Peripheral values are somewhat important, but can be more easily changed than central
values. Look for examples here, through the Interactive Class Exercises.
The centrality of attitudes refers to the way in which attitudes are related to a consumer’s core values. Selfconcept and attitudes towards oneself are important, as self-identity is a representation of central values.
Attitudes are learned
Consumers learn attitudes by building information up in their memory. This may be strengthened or
weakened by various stimuli. Attitudes are formed as a result of direct experience with the product,
information acquired from others, and exposure to mass media. Social influences like family and friends
can have a greater influence on attitudes than a marketer’s message. Consider why a child often goes for
the same football team as their parents. They learned that was the best team to go for, local or not!
Different situations influence attitudes
Attitudes can change over time, and with different circumstances. Ask for examples here, such as never
eating dessert, unless you have guests; always buying the same brand unless the store is out of stock, etc.
2.
Consumer attitude trends
Marketers need to track consumer attitude trends, to identify opportunities or threats in their marketing
environment.
The ‘Eye on Australia’ research study is an annual survey that reports on consumer trends and community
attitudes. The Net Search activity (text, p. 253) encourages students to look up the website and discover
the most recent trends.
3.
How are attitudes formed?
Attitudes are learned and can change over time and across different situations. A consumer can develop an
attitude, but it may not remain the same forever. Learning principles can help us understand how attitudes
are formed. The key influences are discussed below.
Conditioning
Chapter 6 addressed how learning can occur over time as a result of repeated exposure to stimuli. This is
called ‘classical conditioning’. For example, if we are exposed continually to the message ‘there is no
substitute for quality’ from Arnott’s, we will learn that Arnott’s is a quality biscuit brand.
Another learning principle is operant conditioning, where we receive rewards (or avoid punishments) if we
behave in a certain way. If we are awarded with high interest for not withdrawing money and for
depositing into a savings account at least twice a month, we will endeavour to save more vigorously than
without these incentives.
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Modelling
Modelling involves consumers developing attitudes that reflect the attitudes of those they trust or regard
highly. This is also known as vicarious learning. Our attitudes may be influenced by family, friends,
celebrities or famous sportspeople. This is the main reason why marketers use celebrities or those in
authority in their marketing communications.
Cognitive learning
The other learning theory that influences attitudes is cognitive learning. This involves problem solving or
reaching logical conclusions based on information. This type of attitude formation is most likely formed
for high involvement products. However, low involvement product categories have used cognitive learning
to change ingrained attitudes by outlining benefits for using their product, or costs for not using it. For
example, the ‘put some pork on your fork’ campaign simply provided a slogan to remember (rote learning)
but also outlined benefits of eating the ‘other white meat’ (cognitive learning).
Consumer inertia is present when consumers buy a brand out of habit, because they know it meets their
needs. Little thinking is required here, but there is also little brand loyalty. Internet grocery shopping in a
way relies on consumer inertia, since it is far quicker to use a previous shopping list and simply check the
products, than it is to search for weekly specials and read product information.
4.
Attitude models
Two attitude models were discussed in your text: the tri-component model and Fishbein’s multi-attribute
model.
The tri-component model of learning
According to the tri-component attitude model, attitudes consist of three elements: cognitive, affective and
conative (or behavioural). Recall at the beginning of this lecture guide, students were asked a number of
questions relating to attitude. The examples chosen represented the three elements of attitude.
‘Ask students how they feel about no smoking in public places like bars? What do they think of the
different political parties’ policies on terrorism? What have their ‘water saving’ actions been like
with water restrictions in place?’
Affect (feelings)
Affect is based on psychological nervous responses to an object. In other words, the affective element
consists of the consumer’s emotions or feelings. For example, ‘I hate people who drink and drive’.
Cognitions (beliefs)
The cognitive component of an attitude refers to what a person believes to be true about an idea, event,
person, activity or object. Cognitions or beliefs include existing knowledge or experience with or about an
object which allows the consumer to form perceptions or beliefs. Relating back to the affect example, the
cognitive element of the attitude is that ‘people who drink and drive are wrong—they could kill someone
innocent’.
Behaviour
The behaviour (or conative component as it is often called) relates to the likelihood that, or tendency of
how, an individual will react to the attitude object. This includes our public observable behaviour. Relating
back to the previous example, the conative element of the attitude could be that ‘I hate drink driving so
much, I steal drinkers’ car keys!’
This model reinforces the need to monitor social trends, because attitudes are often expressed in these
trends. Consider the trend of believing that take-away foods are unhealthy. Many consumers believe that
takeaway foods are unhealthy (cognitive) and would feel guilty if their child was overweight eating this
type of food (affect) so they stopped visiting stores like KFC and McDonald’s on a regular basis
(behaviour). In response to this, Subway, the healthy take-away food alternative, is opening franchises
across Australia, with a lot of success; and many of the other take-away food giants have introduced
healthy alternatives for consumers.
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The Interactive Class Exercises below encourage students to work in groups to develop the three
components of an attitude. The Discussion Exercises also have an example for students to work on.
Fishbein’s multi-attribute model of attitudes
The multi-attribute model is so-called because it assumes that attitudes have many attributes that influence
them. For example, we might like the Accor brand of hotels because of the benefits Advantage Plus
members receive, there is consistency in quality of accommodation, we always have good service, and
accommodation is very easy to book.
The differences between the tri-component model and the multi-attribute model are:
 The Fishbein model focuses mainly on the affective (feelings) component of attitudes
 The Fishbein model considers the strength or intensity of the multiple attributes that influence
attitudes
 The Fishbein model distinguishes between intentions and behaviour, with behaviour determined
more by intentions than attitudes
 The Fishbein model allows strength of attributes to be measured and more than one attribute to be
considered at a time.
Fishbein developed variations of his multi-attribute model, including:
a) The Attitude-Toward-Object Model—The consumer’s attitude toward the object is a function of the
existence and assessment of certain beliefs.
b) The Attitude-Toward-Behaviour Model—The consumer’s attitude toward behaving or acting with
respect to an object, rather than the attitude toward the actual object.
c) Theory of Reasoned Action Model—A more comprehensive framework of attitude components
incorporating cognitive, affective and conative components.
The three steps of Fishbein’s model include (1) attitudes need to be identified; (2) consumer intentions
then need to be determined; (3) behaviour is then predicted based on these intentions.
Marketers use multi-attribute models to:

See how one brand is positioned in comparison to the competition

Determine the attributes that are most important for consumers

Determine if there are differences in attribute importance across different target audiences

Identify unmet needs in the market.
This model does not take into account the extent of influence of situational factors like out of stock,
weather changes, etc.
Refer to the Interactive and Discussion Exercises to assess students’ understanding of the model.
5.
Functions of attitudes
Attitudes have four main functions.
Adjustment function
The adjustment function of attitudes is based on people seeking out group acceptance to gain praise or
rewards or avoid punishment. For example, a child enjoys swimming lessons because their instructor
praises them for their efforts. The child wants to return again because they enjoyed the experience.
Ego defensive function
The ego defensive attitude function acts as a ‘protection mechanism’ for the ego. Marketers can use their
knowledge of this function by showing that their brand is the ‘in’ one—don’t be caught with anything else.
Bonds and their ‘don’t get caught with your pants down’ catchphrase reflect this function.
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Value expressive function
The value expressive function reflects a consumer’s values and self-image. A marketer of razors can utilise
their knowledge of this function by portraying a young man as desirable because of his smooth skin, with
others having rougher or less desirable skin. The self-concept image being addressed here is that you are
more desirable to the opposite sex if you use this brand. Lynx deodorants for men also use this function in
their promotions. Other values that could be considered here include Buy Australian (patriotic), family,
environmentally conscious, etc.
Knowledge function
The knowledge function of attitudes is based on a consumer’s beliefs, and perceived knowledge of the
product. For example, advertisers that give consumers a clear reason to buy by outlining a unique attribute
or a list of benefits are using the knowledge function.
6.
Attitude measurement
Quantitative research techniques can be used to measure attitudes. The key to measuring attitudes is to
understand those attributes salient (or most important) to consumers. It is no use providing a benefit that
consumers do not consider important at all. For example, male and female dog food would probably not
take off, given that consumers don’t believe that is a very important attribute to consider.
Likert scales
Likert scales can be used to measure attitudes by offering respondents a list of attitude statements.
Respondents are asked to express agreement or disagreement with the statement on a five-point scale. The
respondent indicates their level of agreement on the numerical scale. This level of agreement provides an
indication of the salience of that attribute. The results are then quantified by calculating the value of all
responses. Refer to page 261 (text) for an example of the type of questions used in a Likert scale. These
types of scales typically refer to the affective (or feeling) component of an attitude.
Semantic differential scales
A semantic differential scale is a seven-point rating scale with end points associated with bi-polar labels
that have specific ‘semantic’ meanings. Respondents are required to rate objects on a number of itemised
scales bounded at each end by bi-polar objectives. For example, fun
boring. These
statements tend to measure consumer beliefs (cognitions) about an object.
Measuring purchase function
Favourable attitudes toward a brand do not guarantee purchase. Marketers therefore also need to measure
purchase intention, although favourable attitudes have to exist before a consumer purchases a product.
Consider the examples on page 262 (text) for examples of measuring the likelihood of purchase for
Colgate toothpaste.
The Interactive Exercises give students the opportunity to practice developing questions using these
attitude scales.
7.
Attitude change
Ask students to consider something they feel strongly about. Perhaps parents parking in ‘No Parking’
zones when they drop off or pick up their kids from school. Maybe it’s about children taking seats on
trains in peak hour. Ask them what it would take for them to change their attitude.
It will soon become clear that attitudes are hard to change. Difficult to change—but not impossible.
There are two conditions that make it possible to change someone’s attitudes:
a) The object of the attitude doesn’t provide the satisfaction that it once did.
b) Attitudes can change when the consumers’ aspirations change.
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The essence of this means that marketers can encourage consumers to trial their brand over the consumer’s
‘preferred’ one by showing how their offering is superior, or in encouraging consumers to reach for their
ideal ‘self-concept’. Changing an attitude can take a long time and cost a company a lot of money.
Meat & Livestock Australia (Net Search activity on p. 257, text) has achieved remarkable results by
changing people’s attitudes on the consumption of red meat, but this campaign has run for many years, and
needs to be continually used to maintain these positive attitude levels.
Attitudes based on central values (like family) are hard to change. However, peripheral values, like those
associated with low involvement products, are much easier to change.
If marketers can change attitudes, it is anticipated that a consumer’s behaviour will also change. However,
attitude change can result in any one of the three components of attitude—affect, cognitive or
behavioural—undergoing a change. Once one of these elements changes, it is likely that the other elements
will also change. In addition, a person’s self-concept has a large influence over attitudes, so marketers
should address this area if they want to change attitudes.
Some of the key areas to consider include:
 The greater the involvement level the harder it is to change attitudes
 When consumers have little information to draw on, it is easier to change attitudes
 Consumer attitudes are relatively weak when there are many acceptable brands to consider
 There is a greater chance of changing attitudes, if a message is attributable to a credible source
 Constant exposure and repetition can increase the likelihood of attitude change.
The text provides a case study on the Victorian Transport Accident Commission (pp. 264–265).
Attitude change via affect (influencing feelings)
There are three ways to change attitudes influencing the affect component:
1. Conditioning—Continually exposing the audience to jingles, cute images, and catchy tag lines
may generate a positive image.
2. Feelings towards advertisement/communication—there is a strong correlation between liking an
ad and liking a brand. Using a popular celebrity or sportsperson like Ian Thorpe can enhance
positive feelings towards the brand. However, academic research does not necessarily prove this
is the case.
3. Mere exposure—Presenting an ad (with high frequency) may lead to a positive attitude.
Attitude change via cognitions (influencing beliefs)
This can occur when consumers are given new information to add to their existing beliefs about a brand.
There are four main approaches to influencing attitudes by influencing beliefs:
1. Changing consumers’ beliefs about the attributes of a brand—changing what consumers think
about various attributes of a product. For example, there are good fats and bad fats, and the good
fats exist in yoghurt and cheese.
2. Influencing consumers to change the importance of beliefs about a product—changing what
consumers think is the most important attribute, such as that the iron in red meat is more
important than the fat content.
3. Changing consumers’ beliefs about the ‘ideal’ brand—this can be achieved through authoritative
statements (e.g. from a spokesperson) on how a brand is superior.
4. Adding new beliefs about a brand—providing new information altogether, such as attributes not
previously considered by consumers, or new details such as ‘imagine’ … Energy Australia is
currently running a campaign to prove how individual actions save money and energy supplies,
with ads on ‘Did you know…’.
Attitude change by encouraging a change in behaviour
This is very common—and usually occurs when our behaviour changes by trialling a new product. This
can be done through test drives, samples or coupons. Sales promotion techniques are often used to induce
immediate behaviour by consumers, with the hope that once they try the product, they will buy it again.
Changing attitudes by changing what is ‘normal’
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This involves targeting what consumers view as acceptable behaviour, and encouraging them to think
differently. The text provides the example of the Meat & Livestock Australia. Typically community
service announcements look at this approach, to show that it is normal to have regular breast checks, to
donate blood regularly, to not drink and drive, to not speed in a school zone, etc. Often these types of
activities are supported across the community with media exposure, public relations activities like
presentations, open days and stalls at community shows, back-up literature, sponsorship at relevant events,
and trade involvement.
8.
Influences on attitude formation and change
Attitudes are formed from information and messages received from a number of sources. The credibility of
these sources is important in terms of their extent of influence.
Source credibility
This refers to the degree of influence of a source based on trustworthiness, attractiveness and expertise.
Encourage examples like Oral B’s use of a dentist to advertise their product.



Attractiveness—this can include physical appearance, personality and social status (Grant Hackett
and Uncle Tobys muesli bars).
Expertise—this refers to perceived expertise of the source. For example Dr Harry would do a
better job promoting dog food than garden fertiliser.
Trustworthiness—the ability of the source to believe in what they are saying. Shane Warne made
a blunder here when he advertised an anti-smoking device and then was caught smoking!
Message characteristics
The way a message is conveyed is important in determining how effective it will be. Different appeals are
relevant to different situations, as are the executional elements of colour, music and language.
To challenge students, ask when fear, emotional, humour or sex appeals would be best used.
Media characteristics
Different media have different advantages and disadvantages. It is important that the media in which you
choose to advertise will actually reach your intended audience.
To illustrate this point, ask students what type of media would be best for reaching young executives.
Receiver characteristics
Marketers need to understand the behaviour and motives of the target market. Demographic characteristics
like age, gender, income and occupation will go partway to explaining behaviour. But this is not enough—
other indicators like psychographics (social class, personality, attitudes toward various concepts) must also
be considered.
Case in point 9.1—Teenagers’ attitudes towards bicycle helmets
A research study found that teenagers do not like wearing bike helmets. The reasons for this are associated
with ignorance of safety issues and the ways helmets protect, and also the look and comfort of bike
helmets. The case study considers ways to encourage teenagers to increase helmet ownership and use.
Ask students, using the above models of changing attitudes through affect, cognitive beliefs and behaviour,
how they would encourage use of bike helmets.
Case in point 9.2—Changing attitudes about smoking
This case study considers the use of young role models that do not smoke to bring the anti-smoking
message home to young people, who still think smoking is ‘cool’.
Ask students if they can think of examples of how celebrities could be used to change attitudes of various
target groups. (Sara Henderson and breast screening is an example to use here).
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INTERACTIVE CLASS EXERCISES
The nature of attitudes
Ask students to discuss the drinks they buy on a night out. Which brands do they buy? Why is that
brand(s) their preferred one? Would they try a competing brand (be as specific as possible here)? Why or
why not? Try to encourage discussion on when they would switch brands. Also raise the issue that
consumers can have favourable attitudes towards a few brands in a category, and this set of brands is
called their ‘evoked’ set, the set from which they make most of their decisions.
Attitudes vary in their strength
Ask students to determine the object in the following statements:
a) Winnings Appliances always do a great deal.
b) I hate smokers gathering outside the foyer of the building.
c) St George Illawarra Dragons are the best team ever.
d) Supermarkets should be providing paper instead of plastic bags for shoppers.
e) I eat red meat because it’s high in protein and gives me energy.
f) It’s wrong for someone to put their waste in my skip bin when I paid for it.
g) It’s good to do everything to save a premature baby’s life.
These statements don’t have to be used, but provide ideas for discussion. Some statements are more
obvious than others.
Attitudes reflect a consumer’s values
Ask students to differentiate between the following attitudes and determine which are central and which
are peripheral. This teacher’s guide has the answers already tabulated, but it’s recommended to mix it up
for the students.
Central
Peripheral
No matter what, I will always buy Australian made.
I will only buy Australian made if it’s a competitive
price
I use the green bags for shopping, when I don’t
leave them in the car.
I don’t like bank charges, but I like to consider all
the other features of an account too, like interest
rates and rewards.
I prefer tiles on a floor, but timber floors can provide
a stunning finish.
I prefer a turbo engine for a four-wheel drive, but
other features are imporant too!
Its important to use the green bags for shopping.
I am strongly opposed to the banks charging fees
and will always choose an account without such
charges.
I would never use timber floors because they are
cold and draughty.
I would only ever buy a four-wheel drive with a turbo
engine.
Encourage examples from students too.
How are attitudes formed?
Refer to the models discussed in the text: conditioning, modelling, and cognitive learning.
Break students into groups and ask them to prepare three advertising campaigns for the following products
based on each of the ways attitudes are formed:
a) Red meat
b) Jeans
c) Dishwasher
d) Margarine
e) Four-cylinder hatchback
f) Private health fund.
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The tri-component model of learning
Break students into groups. Ask each group to consider how the following products could reflect all three
components of attitude:
a) Pork
b) The State’s Premier
c) Vanilla Coke
d) Owning a dog (or pet)
e) Westpac
f) Saving water.
Fishbein’s multi-attribute model of attitudes
Multi-attribute models examine attitudes in terms of various product attributes. What are the attributes you
would use to evaluate the following products?
a)
b)
c)
d)
e)
Mechanic
Television coverage of the Olympics or Commonwealth Games
RSPCA
College or university
Shopping centre
Functions of attitudes
Consider examples of how each function of attitude is reflected in various promotions. Be as specific as
possible, drawing on recent campaigns.

Adjustment function (related to group acceptance)

Ego defensive function (self-concept protection)

Value expressive function (an individual’s central values)

Knowledge function (perceptions of what is important)
Attitude measurement
Break students into groups. Ask each group to prepare two examples of each type of measurement scale
(Likert, semantic differential, purchase intention) for the following products. Only brand names are given
here, students are then free to determine the feelings, beliefs and purchase intention variables themselves.
a)
b)
c)
d)
e)
f)
Breast cancer screening
NRMA road service
Schweppes lemonade
Pal dog food
St.George Bank
Red Cross blood donations
Attitude change
Discuss how attitudes could be changed for the following products. Encourage students to think of more
than one type of behaviour change strategy for each (that is, via affect, cognitions, behaviour, etc.).
a)
b)
c)
d)
e)
f)
Safe sex
Samsung plasma screens
Jetstar (Qantas budget airline)
US subsidiary superannuation fund
Watties baked beans
Nestle Quik milk-based drink (versus Milo)
Source credibility
What type of spokesperson is appropriate for the following products? When might they become
inappropriate?
 Soft drink
 Toothpaste
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



Hair colour
Taronga (or similar) zoo
Qantas Airways
Bank
It is important that students recognise there is a time to use a celebrity, and a time for a sports star and a
time for an unknown but reputable source of authority. In some cases, family sources (like a mother) are
used to bring credibility to the message. The source’s credibility can take a downturn if they receive bad
publicity from some action they have taken.
DISCUSSION EXERCISES
1.
You are the marketing manager for a health-food company wanting to enter the Australian market.
Undertake a search on “Australian social trends”. Or, as a starting point, visit the Queensland
Government
Department
of
Primary
Industries
and
Fisheries
website
(www.dpi.qld.gov.au/businessservices/12008.html). Outline the consumer attitudes most likely to
create opportunities and threats for your business.
Some of the conclusions drawn from a 2003 study include:

There is demand for a wide range of overseas foods, which suggests that people want to try
a diverse range of tastes in their diet

People are time-poor so the need for quick preparation of healthy food is important

With more women in the workforce, there is less time to prepare home-cooked meals, but
still a demand for good healthy meals

Future consumers, and particularly young women, are becoming more educated, and on
issues beyond their field of study. Food purchases are made with awareness of carbs, fat
content, sugar, energy etc., in conjunction with the trends of greater awareness of the need
to eat healthy.

Concern for the environment means packaging also needs to be environmentally friendly.
2.
Consider the three main ways attitudes are formed—conditioning, modelling and cognitive learning.
What would you consider the greatest influence on attitude formation for the following products?
Provide specific examples to justify your answer.
a) Beer
b) Generic products
c) Airline
d) Charity
a) Beer—if the beer is consumed on a night out, the brand chosen may be influenced by others in
attendance—modelling. However, if the beer is on special and it is purchased for home use, then
the influence could be situational.
b) Generic products—conditioning is most relevant here, since we grow up learning that no frills
generic products are cheaper, and for many product categories, there is little difference between
brands anyway, e.g. No Frills plastic wrap.
c) Airline—with aircraft and terrorism threats, consumers tend to look at airlines in terms of safety
records, not just price. If we intend travelling to a particular location, we might be limited in
terms of which airlines actually travel there. Certain stopovers might also be important. In all
these instances information is sought, and features or benefits evaluated. This is cognitive
learning.
d) Charity—Determining which charity to donate to can be a combination of learning theories, as
can all the products above. We may seek information on what that charity actually does for the
community and how much out of a dollar donated goes to the actual cause. This is cognitive
learning. Alternatively we may donate to that cause because our mother said they were the best
or had helped her out at some point. This is modelling. Alternatively, you might see this charity
at every crisis, in there helping out and caring. This is conditioning, because you link the charity
with good works.
3.
Explain a person’s attitude toward public transport in view of the tri-component attitude model.
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A consumer’s feelings or emotions about a particular product category or brand relates to the
affective component of an attitude. These feelings depict an individual’s overall evaluation of the
attitude-object (i.e. the extent to which the individual rates that object as favourable or
unfavourable). A person may feel that public transport saves time and money, and can be a good
relaxing experience instead of fighting traffic jams. Alternatively, they may feel it is inefficient and
stressful as they never know if their train or bus will be on time.
Another element of the tri-component attitude model relates to a consumer’s cognitions, the
knowledge and perceptions that are acquired from experience with the attitude object. For this
example, it relates to a person’s previous use of public transport and the benefits or disadvantages
they perceived from using it.
The conative or behavioural element is concerned with the likelihood that a consumer will
undertake a specific action with regard to the attitude-object. In the context of using public
transport, this element relates to a consumer’s willingness to use or not use public transport.
4.
Interview ten respondents on their attitudes towards direct debiting as a payment option for child
sponsorship for World Vision. Your interview questions need to reflect:
 a person’s feelings towards direct debiting by charities,
 their beliefs or knowledge on direct debiting, and
 their likelihood of actually doing it themselves.
What is your overall conclusion regarding this concept of direct debiting by charities?
The type of questions to use with a Likert scale regarding feelings towards direct debiting could
include:
 I trust a charity to only debit my specified amount on a regular and specified basis
 Direct debiting is the best way to donate on a regular basis.
Five point scales ranging from strongly agree to strongly disagree would be used.
The type of questions to use on a semantic differential scale regarding beliefs towards direct debiting
could include:
 Extent of trust to debit correctly (always trust to never trust)
 Extent of funding that goes to charity if direct debiting is used by charity (more money, less
money)
The type of questions to use to measure purchase intentions towards direct debiting could include:
 Do you direct debit to any organisation? Choose one company and answer the following:
 How often do you direct debit to any organisation? (fortnightly, monthly, quarterly, never)
 How likely are you to start direct debiting to a charity in the next three months? (highly likely,
probably will, might, probably will not, definitely will not)
The answer to the final part is dependent on the students’ survey results.
5.
As a marketer of a new tooth and tongue cleaning toothbrush, what technique(s) would you use to
change the attitudes of consumers over the importance of brushing your tongue, not just your teeth?
Traditionally, consumers believe that it is important to brush your teeth after breakfast and before
bed. This involves 2–3 minutes of angling a brush to cover all areas of teeth and gums. But how
many of us learnt from the beginning to brush our tongue as well?! A marketer of a new toothbrush
could do the following to influence attitudes:

Affect—constant repetition, use attractive people to advertise product, have a fun and
likeable character that will make people (or children) enjoy the ad.

Cognition—discuss the germs that reside on the tongue that can be removed through
regular brushing, the need to have a special toothbrush that is designed to cater for the
tongue surface, and tooth surface. Show that the ideal brand of toothbrush caters for all
functions. Endorsement by dentists (on ads or their own dentist through trade promotion
and public relations activities).

Behaviour—provide price-off specials, competitions, or other incentives to encourage trial.

As normal—change people’s beliefs about dental hygiene.
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6.
Find and copy two advertisements from the same product category. Ask five people (of different
ages) their attitudes towards each advertisement. What are the reasons for people liking the different
ads? In your answer, consider the use of celebrities or some type of credible source or character, the
type of appeal, the media in which you found the ads and the target audience for the ads.
Students will hopefully understand how different appeals work with different types of audiences.
They also need to determine what type of executional tactics can be used to persuade the target
audience to change their attitude.
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