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What is an attitude? A learned predisposition to respond to an object or a
class of objects in a consistently favorable orunfavorable way.
Attitudes are relatively enduring.
Attitudes are situation-related.
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Functions of Attitudes Utilitarian function
Ego-defensive function
Knowledge function
Value-expressive function
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How do we form attitudes? Three different paths to attitude formation:
Attitudes are created by first creating beliefs. Consumer beliefs are the knowledge that a consumer
has about objects, their attributes, and the benefits
provided by the objects. Consumer beliefs are created by processing
information--cognitive learning.
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Forming Attitudes, continued Attitudes are created directly.
Behavioral learning
Mere exposure
Attitudes are created by first creating behaviors.
Consumers respond to strong situational or environmentalforces, and after engaging in the behavior, form attitudes
about the experience.
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Tricomponent Model
Cognitive component
The knowledge and perceptions that are acquired by a combination of
direct experience with the attitude object and related information from
various sources.
Affective component
The emotions or feelings associate with a particular product or brand.
Conative component
The likelihood or tendency that an individual will undertake a specific
action or behave in a particular way with regard to the attitude object.
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Multiattribute model
Measures attitude score using consumers’ beliefs andevaluations about attributes of the attitude object.
All relevant product attributes, based on consumers’ perceptions, need to be included in the model to provide
dimensionality.
Even though there may be several relevant attributes, they arenot generally equally important.
Beliefs represent the extent to which each product offerssatisfaction for the attribute in question.
Compensatory model
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The Attitude-Toward-Object Model
the consumer’s attitude toward a product or specific brands of a
product is a function of the presence (or absence) and
evaluation of certain product-specific beliefs or attributes
The Attitude-Toward-Behavior Model
The attitude-toward-behavior model is the individual’s attitude
toward behaving or acting with respect to an object
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Theory of Reasoned Action Extends multiattribute model; tries to compensate for the
inability of the multiattribute model to predict behavior.
Assumes that consumers consciously consider the
consequences of alternative behaviors under consideration and
choose the one that leads to the most desirable consequences.
The outcomes of this reasoned choice process is an intention to
engage in a selected behavior--behavioral intention.
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Simplified Version
Beliefs that
the behavior
leads to
certain
outcomes
Motivation
to comply
with the
specific
referents
Beliefs that
specific
referents think
I should or
should not
perform the
behavior
Evaluation
of the
outcomes
Attitude toward
the behavior
Subjective Norm
Intention
Behavior
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Attitude-toward-the-Ad Model Very specific to understanding the impact of
advertising on consumer attitudes about a particularproduct or brand.
Exposure to advertising affects attitude-toward-the adand attitude-toward-the brand.
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Attitude-toward-the-Ad Model Very specific to understanding the impact of
advertising on consumer attitudes about a particularproduct or brand.
Exposure to advertising directly affects beliefs aboutthe ad and brand, and feelings about the ad.
Exposure to advertising indirectly affects attitude
toward the brand and attitude toward the ad.
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Exposure to ad
Attitude toward
the brand
Attitude toward
the ad
Feelings from
the ad (affect)
Beliefs about
the brand
Judgments about
the ad (cognition)
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How Can Marketers
Change Attitudes? Alter components of multiattribute model
Increase belief ratings for the brand
Increase the importance of a key attribute Decrease the importance of a weak attribute
Add an entirely new attribute
Decrease belief ratings for competitive brands
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Changing attitudes... Changing attitudes directly though behavior
Cognitive Dissonance Theories Balance Theory
Social Judgment Theory
Attribution Theory
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Balance Theory Consumers strive for consistency between
interconnected attitudes.
Marketers can influence attitudes by creatingimbalance within the target of persuasion--motivatesconsumer to change one or more of the interconnected
attitudes to restore balance.
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Social Judgment Theory Consumers use attitudes as a frame of reference to
judge new information. If high involvement:
Narrow latitude of acceptance
Wide latitude of rejection
Assimilation effect
Contrast effect
If low involvement:
Wide latitude of acceptance
Wide latitude of noncommitment
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Attribution Theory Consumers make inferences about behaviors, assign
causality--blame or credit--to events on the basis of their or others’ behaviors.
In the process of assigning causality, form attitudes.
Marketing implications:
Offer high quality products
Advertising should emphasize quality. Moderate-sized incentives.