Attitudes are learned predispositions to respond favorably or unfavorably to objects or classes of objects. They are relatively enduring and situation-related. Attitudes serve utilitarian, ego-defensive, knowledge, and value-expressive functions. They are formed through beliefs, direct experience, and behaviors. The multiattribute model measures attitude using beliefs and evaluations of attributes. The theory of reasoned action extends this to predict behavior from attitudes and subjective norms. Marketers can change attitudes by altering the multiattribute model components or using persuasion to change beliefs.

1. Attitude Formation and Change

2. What is an attitude?
ªA learned predisposition to respond to an
object or a class of objects in a consistently
favorable or unfavorable way.
ªAttitudes are relatively enduring.
ªAttitudes are situation-related.

3. Functions of Attitudes
ªUtilitarian function
ªEgo-defensive function
ªKnowledge function
ªValue-expressive function

4. How do we form attitudes?
ªThree different paths to attitude formation:
ªAttitudes are created by first creating beliefs.
ªConsumer beliefs are the knowledge that a consumer
has about objects, their attributes, and the benefits
provided by the objects.
ªConsumer beliefs are created by processing
information--cognitive learning.

5. Forming Attitudes, continued
ªAttitudes are created directly.
ªBehavioral learning
ªMere exposure
ªAttitudes are created by first creating behaviors.
ªConsumers respond to strong situational or
environmental forces, and after engaging in the
behavior, form attitudes about the experience.

6. Structural Model of Attitude
ªTricomponent Attitude Model

7. Tricomponent Model
ªCognitive component
ªThe knowledge and perceptions that are acquired
by a combination of direct experience with the
attitude object and related information from
various sources.
ªAffective component
ªThe emotions or feelings associate with a
particular product or brand.
ªConative component
ªThe likelihood or tendency that an individual will
undertake a specific action or behave in a
particular way with regard to the attitude object.

8. Measurement Models of Attitude
ªMultiattribute model
ªFishbein and Azjen
ªMeasures attitude score using consumers’ beliefs
and evaluations about attributes of the attitude
object.
ªSeveral different contexts in which attitude scores are
measured.
ª Attitude-toward-the-object model
ª Attitude-toward-the-behavior model

9. Multiattribute Model
Aj = ∑BijIi
Where:
i = attribute or product characteristic
j= brand
Such that:
A = the consumer’s attitude score for brand j
I = the importance weight given to attribute i by the
consumer
B = the consumer’s belief as to the extent to which a

10. Understanding the Multiattribute
Model
ªAll relevant product attributes, based on
consumers’ perceptions, need to be included
in the model to provide dimensionality.
ªEven though there may be several relevant
attributes, they are not generally equally
important. The importance weight of the
formula allows adjustment of the importance
of each attribute individually.

11. Understanding the Multiattribute
Model...
ªBeliefs represent the extent to which each
product offers satisfaction for the attribute in
question.
ªCompensatory model.

12. Advantages of Multiattribute
Model
ªClearly shows what is important to consumers
about a given product.
ªShows how well brands do relative to each
other.
ªShows how well a specific brand does with
respect to attributes perceived as important to
consumers.

13. Weakness of
Multiattribute Model
ªNot a perfect predictor of consumer behavior
ªLots of variables determine behavior in
addition to attitude:
ªInvolvement
ªFriends
ªFamily
ªFinancial resources
ªAvailability of product

14. Theory of Reasoned Action
ª Extends multiattribute model; tries to
compensate for the inability of the
multiattribute model to predict behavior.
ªAssumes that consumers consciously consider
the consequences of alternative behaviors
under consideration and choose the one that
leads to the most desirable consequences.
ªThe outcomes of this reasoned choice process
is an intention to engage in a selected
behavior--behavioral intention.

15. Theory of Reasoned Action
B~BI = Aact(w1) + SN(w2)
Where:
B = a specific behavior
BI = consumer’s intention to engage in that
behavior
Aact = consumer’s attitude toward engaging in that
behavior
SN = subjective norm regarding whether other
people want the consumer to engage in that
behavior
w1 & w2 = weights that reflect the relative influence of

16. Simplified Version
Beliefs that
Beliefs that specific Motivation
the behavior Evaluation referents think to comply
leads to of the I should or with the
certain outcomes should not specific
outcomes perform the referents
behavior
Attitude toward
Subjective Norm
the behavior
Intention
Behavior

17. Comparing A vs. Aact
Car (A) Buying a New Car this
Year (Aact)
Moderately priced (+) Gives me a mode of transportation (+)
Ordinary (-) Will put me in financial difficulty (-)
Well-built (+) Will lead to high upkeep costs (-)
Dependable (+) Will cost more now than later (-)
Easily serviced (+) Will lead to high insurance rates (-)

18. Attitude-toward-the-Ad Model
ªVery specific to understanding the impact of
advertising on consumer attitudes about a
particular product or brand.
ªExposure to advertising affects attitude-
toward-the ad and attitude-toward-the brand.

19. Attitude-toward-the-Ad Model
ªVery specific to understanding the impact of
advertising on consumer attitudes about a
particular product or brand.
ªExposure to advertising directly affects
beliefs about the ad and brand, and feelings
about the ad.
ªExposure to advertising indirectly affects
attitude toward the brand and attitude toward
the ad.

20. Exposure to ad
Judgments about Feelings from
the ad (cognition) the ad (affect)
Beliefs about Attitude toward
the brand the ad
Attitude toward
the brand

21. How Can Marketers
Change Attitudes?
ªAlter components of multiattribute model
ªIncrease belief ratings for the brand
ªIncrease the importance of a key attribute
ªDecrease the importance of a weak attribute
ªAdd an entirely new attribute
ªDecrease belief ratings for competitive brands

22. Changing attitudes….
ªChange beliefs and attitudes through
persuasion
ªElaboration likelihood model of persuasion
(ELM)

23. Motivation Ability
to to
Elaborate Elaborate
Amount
of
High Elaboration Low
Central Peripheral
Route to Route to
Persuasion Persuasion
Message Peripheral
Arguments Cues
Determine Determine
persuasion persuasion

24. Belief and
High-involvement Cognitive Behavior
attitude
processing responses change
Central change
route
Communication
Attention and
(source,message,
comprehension
channel)
Peripheral
route Low-involvement Belief Behavior Attitude
processing change change change

25. Changing attitudes...
ªChanging attitudes directly though behavior
ªCognitive Dissonance Theories
ªBalance Theory
ªSocial Judgment Theory
ªAttribution Theory

26. Balance Theory
ªConsumers strive for consistency between
interconnected attitudes.
ªMarketers can influence attitudes by creating
imbalance within the target of persuasion--
motivates consumer to change one or more of
the interconnected attitudes to restore balance.

27. Social Judgment Theory
ªConsumers use attitudes as a frame of
reference to judge new information.
ªIf high involvement:
ªNarrow latitude of acceptance
ªWide latitude of rejection
ªAssimilation effect
ªContrast effect
ªIf low involvement:
ªWide latitude of acceptance
ªWide latitude of noncommitment

28. Attribution Theory
ªConsumers make inferences about behaviors,
assign causality--blame or credit--to events on
the basis of their or others’ behaviors.
ªIn the process of assigning causality, form
attitudes.
ªMarketing implications:
ªOffer high quality products
ªAdvertising should emphasize quality.
ªModerate-sized incentives.