ADV319 - ch 7

The Power of Attitudes

Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object (AO)

Anything we have an attitude toward

Enduring Are you a loyal republican or

democrat? Help to determine a number

of preferences and actions

Attitude CommitmentDegree of commitment is related to level

of involvement with attitude object

COMPLIANCELowest level: consumer forms attitude because it

gains rewards or avoids punishments

IDENTIFICATIONMid-level: attitudes formed in order to conform to

another person or group

INTERNALIZATIONHighest level: deep-seeded attitudes become part

of consumer’s value system

Identification Children see. Children do.

http://www.youtube.com/watch?v=KHi2dxSf9hw

Internalization The new 2009 2010 Camaro Z28 Commercial

http://www.youtube.com/watch?v=vvmOYqVUGuI

Functional Theory of AttitudesKatz: attitudes exist because they serve

some function

UTILITARIANFUNCTION:

Relates to rewards and punishments

VALUE-EXPRESSIVE FUNCTION:

Expresses consumer’s values or self-concept

EGO-DEFENSIVEFUNCTION:

Protect ourselves from external threats or internal

feelings

KNOWLEDGEFUNCTION:

Need for order, structure, or meaning

Functional Theory of Attitudes

Utilitarian function Thai Water Bill

http://www.youtube.com/watch?v=TSSjm3_qgFkEgo-defensive function

Milwaukee’s best http://www.youtube.com/watch?v=fEg7vJG7vVs

Value-expressive function Porsche commercial

http://www.youtube.com/watch?v=KRbzJ0L1Zn8Knowledge function

Muscle relaxant http://www.youtube.com/watch?v=XdOiF_qdQLI

Utilitarian Function

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)

ABC Model of Attitudes

Attitude has three interrelated components:Affect: the way a consumer feels about an

attitude object.Behavior: person’s intentions to do

something with regard to an attitude object.

Cognition: beliefs a consumer has about an attitude object.

Hierarchies of Effects

Figure 7.1

Impact/importance of attitude components depends on consumer’s motivation toward attitude object

Hierarchy of Effects Standard Learning Hierarchy (e.g., dating)

Results in strong brand loyalty Assumes high consumer involvement

Low-Involvement Hierarchy (e.g., parents buy you an iPhone) Consumer does not have strong brand preference Consumers swayed by simple stimulus-response

connections Experiential Hierarchy (e.g., Jack Link’s Beef Jerky)

Consumers’ hedonic motivations and moods Emotional contagion Cognitive-affective model versus independence

hypothesis

Cognitive-affective model versus independence hypothesis

Contextual Marketing Providing customers with information about

competitors at the exact time when they are searching for details/shopping for a particular product category WHENU.COM

Attitude Toward the Advertisement

We form attitudes toward objects other than the product that can influence our product selections.

We often form product attitudes from its ads Aad: attitude toward advertiser +

evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

We often form product attitudes from its ads Aad: attitude toward advertiser + evaluations of

ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

Sparkle—Diet Coke Commercial http://www.youtube.com/watch?v=HC5RttEUyK0

Ads Have Feelings TooCommercials evoke

emotionUpbeat feelings:

amused, delighted, playful

Warm feelings: affectionate, contemplative, hopeful

Negative feelings: critical, defiant, offended

Funny Thai Insurance Commercial (Bangkok Insurance) http://www.youtube.com/watch?v=xWjrAtEr

5_Y

Thai Life Insurance Commercial http://www.youtube.com/watch?v=3UZ1Sy

KPk9U

Consistency Principle

Principle of cognitive consistency:We value/seek harmony among

thoughts, feelings, and behaviorsWe will change components to make

them consistent

Cognitive Dissonance and Harmony

Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance”

Cognitive Dissonance and Harmony

Example: Two cognitive elements about smoking: “I know smoking causes cancer” “I smoke cigarettes” Consumer will resolve the dissonance by

either satisfying urge to smoke or stopping the behavior

Discussion

Can you think of a time when cognitive consistency influenced your purchase decision?

Can you think of a time when cognitive dissonance influenced your purchase decision?

Self-Perception TheorySelf-perception theory: we use observations

of our own behavior to determine what our attitudes are.

DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he

refuses), then asked to do something smaller.

LOW-BALL TECHNIQUEPerson is asked for a small favor and is informed after

agreeing to it that it will be very costly.

FOOT-IN-THE-DOOR TECHNIQUEConsumer is more likely to comply with a request if he has

first agreed to comply with a smaller request

Foot-in-the-Door & Door-in-the-Face Techniques

http://www.youtube.com/watch?v=7MK9j_-e3tU

Low-Ball Technique

Who wants to have more free cell phone minutes?

Discussion

Think of a time when someone has used those techniques on you.

Did you buy the product?

Why or why not?

More TechniquesThat’s-not-all technique

A deal that is changed into an even better deal before the consumer even has a chance to respond (e.g., car commercials; direct TV shopping)

Discussion

Imagine some of your friends are going to Cancun this summer, and you really want to go. Using one of the compliance techniques,

how could you convince your parents to say yes?

Which technique do you think is most effective for this scenario?

Social Judgment Theory

Social judgment theory: we assimilate new information about attitude objects in light of what we already know/feel Initial attitude = frame of reference How do you think about Obama?

Depends on whether you are a Democrat or Republican

Wife Swapper?!

Social Judgment Theory

Our level of ego involvement affects the size of our latitudes

Social Judgment Theory

Small discrepancies between our current position and the advocated position can lead to change, not large discrepancies.

Social Judgment Theory

What can we learn? Expect change to happen in many small

steps over time. Watch out for ego involvement.

Balance TheoryBalance theory: considers relations among

elements a consumer might perceive as belonging together

Involves triad attitude structures: Person Perception of attitude object Perception of other person/object

Perception can be positive or negative

Balanced/harmonious triad elements Unit relation and sentiment relation

Adam likes to watch football on television, and Jenna does not like to watch football. Yet Jenna likes Adam, and values their relationship.

Jenna

Adam Football

+ -

+

Jenna

Adam Football

- -

+

Jenna

Adam Football

+ +

+

What can Jenna do to get balance?

Marketing Applications of Balance Theory

Marketers use celebrity endorsers of products to create positive associations

Jennifer Aniston

You Product

+ +

?

Marketing Applications of Balance Theory

Barclaycard Ad - Jennifer Aniston http://www.youtube.com/watch?v=cejO4xmTziU

Heineken (Jennifer Aniston) commercial http://www.youtube.com/watch?v=iho9emSMLEQ

Marketing Applications of Balance Theory

Celebrity endorsers of products When could this be bad?

Jennifer Aniston became a divorcee & she got dumped by the hottest man in the world!

Britney Spears?

Multi-Attribute Attitude Models

Multi-attribute models: consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object

Three elements Attributes of AO (e.g., college)

Example: scholarly reputation Beliefs about AO

Example: University of Texas at Austin is strong academically

Importance weights

Fishbein Model

Most influential multi-attribute model Overall Attitude Score = (consumer’s rating

of each attribute for all brands) x (importance rating for that attribute)

Your College Decision

Attribute Import (I) UT St. Edwards ACC

Acad rep 9

Beautiful women

7

Cost 6

Proximity 4

Athletics 3

Party Scene

2

Library 4

Attitude Score

My Husband’s College Decision

Attribute Import (I) UT St. Edwards ACC

Acad rep 9 9 5 1

Beautiful women

7 8 7 5

Cost 6 7 8 9

Proximity 4 1 1 1

Athletics 3 6 2 3

Party Scene

2 3 7 9

Library 4 7 2 1

Attitude Score

Why Choose UT?

Attribute Import (I) UT Total

Acad rep 9 9 81

Beautiful women

7 8 56

Cost 6 7 42

Proximity 4 1 4

Athletics 3 6 18

Party Scene

2 3 6

Library 4 7 28

Attitude Score

207

Marketing Applications of Multi-Attribute Model

Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice (e.g., Mac vs. PC)

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 (e.g., make friends with a world-known movie star)

Influence competitors’ ratings: decrease the attributes of competitors (e.g., Mac vs. PC; Whittakers vs. Cadbury) http://www.youtube.com/watch?v=cQuJTB0HmMU

Extended Fishbein ModelTheory of reasoned action: considers

other elements of predicting behaviorSocial pressure: acknowledge the

power of other people in purchasing decision

Attitude toward buying: measure attitude toward the act of buying, not just the product

Obstacles to Predicting Behavior

Fishbein model’s weaknesses include: Doesn’t deal with outcomes of behavior, including

those beyond consumer’s control (e.g., government regulations)

Doesn’t consider unintentional behavior, such as impulsive acts or novelty seeking

Doesn’t consider that attitudes may not lead to consumption

Doesn’t differentiate between consumer’s direct, personal experience, and indirect experience

Theory of Trying: Example of Consumer Trying to Lose Weight

Past frequency: How many times did he try to lose weight?

Recency: Did he try in the past week? Beliefs: Did he belief it would be healthier? Evaluation of consequences: Will his girlfriend be

happier if he succeeded in losing weight? Process: Would the diet make him feel depressed? Expectations of success and failure: Did he believe it

likely that he would succeed? Subjective norms toward trying: Would loved ones

approve of his efforts to lose weight?

Trying to Reach a Goal—Sell the Textbook back to Co-op

Past frequency: Recency: Beliefs: Evaluation of consequences: Process: Expectations of success and failure: Subjective norms toward trying:

Trying to Reach a Goal—Skip Classes

Past frequency: Recency: Beliefs: Evaluation of consequences: Process: Expectations of success and failure: Subjective norms toward trying:

Tracking Attitudes over Time

Attitude-tracking program: increases predictability of behavior by analyzing attitude trends during extended time period

Ongoing tracking studies Gallup Poll Pew Internet Research

Click photo for Gallup.com

Tracking Attitudes over Time

Figure 7.4

Will you still go to Facebook when you hit 30?