2. What Is Your Attitude Toward the Product Advertised? What Is
Your Attitude Toward the Ad Itself? Are the Two Attitudes
Similar or Different?
2
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
3. Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
3
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
4. 4
-We have attitudes toward many
things – to people, products,
advertisements, ideas, and more.
- For the most part, these attitudes
have been learned and guide our
behavior toward the object.
-This web link brings you to one of
many sites that helps measure
attitudes via online surveys.
5. What Are Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
5
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6. 6
-It is important to understand these four concepts. The
first is that we must clearly define the object which we
are discussing or measuring the attitude toward.
- Is it a product category, a specific brand, or a
particular model? The second is the agreement among
researchers that attitudes are learned, either through
direct experience or from others.
- Attitudes are consistent, they are not necessarily
permanent and can change over time.
- We all know how our attitude can be affected by a
situation – think about the times you have to eat foods
that are not necessarily your favorite but they are what
is available or what you are being served at a friend’s
house.
7. Structural Models of Attitudes
1-Tricomponent Attitude Model
2-Multiattribute Attitude Model
3-The Trying-to-Consume Model
4-Attitude-Toward-the-Ad Model
• These are models that attempt to understand
the relationships between attitude and
behavior. They will be explained in more
detail on the following slides.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 7
Chapter Eight Slide
8. Cognition
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
8
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
9. 9
-The tricomponent attitude model has three
components, as seen on this figure – the
cognitive, affective, and conative
components.
-Each of these will be explained in more
detail in the slides that follow.
10. First: The Tricomponent Model
1-Cognitive
2-Affective
3-Conative
The knowledge and
perceptions that are
acquired by a
combination of direct
experience with the
attitude object and
related information
from various sources
Components
10
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
11. 11
-The cognitive component is what you
know or think about an object.
- This can be formed through direct
experience or what you learn from
others.
-The knowledge you form becomes a
belief.
12. The Tricomponent Model
• Cognitive
2-Affective
• Conative
A consumer’s
emotions or feelings
about a particular
product or brand
Components
12
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
13. 13
-How you feel about a brand, the emotions
you have toward it, constitutes the
affective component of the model.
- These feelings often tend to be overall
good or bad feelings.
14. The Tricomponent Model
• Cognitive
• Affective
3-Conative
The likelihood or
tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Components
14
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
15. 15
-The conative component describes the
likelihood that you will do something in
regard to the object.
-One of the most important is your
intention to buy a certain object.
17. 17
-Just as the name implies, these are
models that breakdown overall attitude
into the attributes or beliefs which form
an overall opinion.
- There are several of these models, as
you will see on the next few slides.
18. 2-Multiattribute Attitude Models
1-The attitude-toward-
object model
2-The attitude-toward-
behavior model
3-Theory-of-reasoned-
action model
• Attitude is function of
the presence of certain
beliefs or attributes.
• Useful to measure
attitudes toward
product and service
categories or specific
brands.
Types
18
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
19. 19
-According to the attitude-toward-object model,
consumers will like a brand or product that has
an adequate level of attributes that the
consumer thinks are positive.
- For example, if you are buying a home, there
is a list of attributes that the home must have –
2 bedrooms, 2 bathrooms, air conditioning,
and a back yard
-With this model, an attitude is positive for the
house that has the most of these attributes.
20. Multiattribute Attitude Models
• The attitude-toward-
object model
2-The attitude-toward-
behavior model
• Theory-of-reasoned-
action model
• Is the attitude toward
behaving or acting with
respect to an object,
rather than the attitude
toward the object itself
• Corresponds closely to
actual behavior
Types
20
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
21. 21
-Instead of asking people what product they
like and have positive attitudes toward, the
attitude-toward-behavior model is based on
how positive someone's attitude is toward
acting a certain way, for instance purchasing a
certain brand.
-The question is now how likely are you to
purchase brand X rather than how highly do
you rate brand X.
23. 23
-This is a model that looks at people’s attitudes toward
purchasing online.
- On the lefthand side are the consumer characteristics
that tend to impact a person’s attitude toward
purchasing online.
- Their attitude was broken down further by how they
view nine benefits of online shopping, including
effectiveness, convenience, information, safety,
service, delivery speed, web design, selection, and
familiarity with company name.
- In addition, the attitude leads to how a consumer will
rate an online shopping experience.
24. Multiattribute Attitude Models
• The attitude-toward-
object model
• The attitude-toward-
behavior model
3-Theory-of-reasoned-
action model
• Includes cognitive,
affective, and conative
components
• Includes subjective
norms in addition to
attitude
Types
24
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
25. 25
-we also need to understand
subjective norms or how a consumer
is influenced by others
26. A Simplified Version of the Theory of
Reasoned Action - Figure 8.5
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 26
Chapter Eight Slide
27. Third:
Theory of
Trying to
Consume
An attitude theory
designed to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumer’s
attempt to consume
(or purchase).
27
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
28. 28
-The theory of trying to consume addresses
the fact that many people may want to
purchase but in many cases they cannot.
- This may occur for personal reasons, such
as not having enough money, or
environmental reasons, such as not being
able to go to a particular store.
29. POTENTIAL PERSONAL IMPEDIMENTS
• “I wonder whether my hair will be longer by the time of my wedding.”
• “I want to try to lose two inches off my waist by my birthday.”
• “I’m going to try to get tickets for the Rolling Stones concert for our anniversary.”
• “I’m going to attempt to give up smoking by my birthday.”
• “I am going to increase how often I run two miles from three to five times a week.”
• “Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTS
• “The first 1,000 people at the baseball game will receive a team cap.”
• “Sorry, the car you ordered didn’t come in from Japan on the ship that docked
yesterday.”
• “There are only two cases of chardonnay in our stockroom. You better come in
sometime today.”
• “I am sorry. We cannot serve you. We are closing the restaurant because of an
electrical problem.”
Selected Examples of Potential Impediments
That Might Impact Trying - Table 8.7
29
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
30. 30
-There are many reasons why people do not
consume even if they want to purchase a
product.
- Table 8.7 in the text gives examples of both
personal and environment impediments.
- How many times have these reasons
stopped you from purchasing? What can
marketers do to remove these impediments?
31. Fourth:
Attitude-
Toward-the-
Ad Model
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.
31
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
32. 32
-The attitude-toward-the-ad model helps us
understand how advertising impacts
attitudes.
-The model is more thoroughly diagramed
on the next slide.
33. A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model -
Figure 8.6
33
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
34. 34
-Here we see that everything begins
with exposure to the ad.
- After this exposure, the consumer
has feelings (affect) and thoughts
(cognition) regarding the ad.
-This forms an attitude which works
with beliefs about the brand to help
form an attitude toward the brand.
35. Issues in Attitude Formation
• How attitudes are learned
1-Conditioning and experience
2-Knowledge and beliefs
1- Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing and mass media
2-Personality factors
35
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
36. 36
-Attitudes are formed through learning.
-Recalling the concepts of classical and
operant conditioning from earlier chapters, we
recall that two stimuli can be paired or linked
together to form a learned response.
- In addition, consumers can learn attitudes
from rewards or outcomes from behavior.
-If attitudes are learned, then it is through
experiences that this learning occurs.
37. 37
-This can be from personal experience or
from experiences with friends or exposure to
marketing influences.
-Another topic studied in an earlier chapter
comes into play with attitude formation.
-This is the consumer’s need for cognition.
-People will form attitudes based on the
information that best suits them, information
for the high need for cognition consumer, and
images and spokespeople for the low need
for cognition.
38. Strategies of Attitude Change
1-Changing the Basic Motivational Function
2-Associating the Product with an Admired Group or Event
3-Resolving Two Conflicting Attitudes
4-Altering Components of the Multiattribute Model
5-Changing Beliefs about Competitors’ Brands
38
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
39. 39
-Here are five strategies for
attitude change.
-If you think about it, attitude
change and formation are not all
that different.
-They are both learned, they are
both influenced by personal
experience, and personality
affects both of them
40. 1-Changing the Basic Motivational
Function
Utilitarian
Ego-
defensive
Value-
expressive
Knowledge
40
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
41. 41
-Changing the basic motivational function means
to change the basic need that a consumer is
trying to fulfill.
- Utilitarian function is how the product is useful
to us. A marketer might want to create a more
positive attitude toward a brand by showing all it
can do.
- An ego-defensive function would show how the
product would make them feel more secure and
confident.
- A value-expressive function would more
positively reflect the consumer’s values, lifestyle,
and outlook
42. 42
- Finally, the knowledge function would satisfy the
consumer’s “need to know” and help them
understand more about the world around them.
-It is important for marketers to realize that they
might have to combine functions because different
customers are motivated to purchase their products
for different reasons.
-Someone might buy a product because it tastes
good and fills them up (utilitarian), while another
thinks it is low fat and will make them healthy and
therefore look better (ego-defensive).
43. 2-Associating the Product with an
Admired Group or Event
• Attitudes are related to certain groups, social events,
or causes.
• It is possible to alter attitudes toward companies and
their products, services, and brands by pointing out
their relationship to particular social groups, event,
or causes.
• Recent study has investigated the relationship
between the “causes” and the “sponsor”.
• One study found that while both the brand and the
causes benefit from such alliances, a low familiar
causes benefited more from its association with a
positive brand than did a highly familiar causes. 43
44. 3- Resolving two conflicting attitudes
• Attitude-change strategies can sometimes
resolve or potential between two attitudes.
• Specifically, if consumers can be to see that
their negative attitude toward a product, a
specific brand, or its attributes is really not in
conflict with another attitude, they may be
induced to change their evaluation of the
brand.
44
45. 4- Altering components of the
Multiattribute model
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute
– Changing the overall brand rating
45
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
46. 46
- If we think analytically about a multi attribute model,
we realize there are many different attributes that make
up an overall attitude.
- As marketers, we can change the way the consumer
evaluates a certain attribute.
Perhaps the consumer thinks inexpensive is fine for a
product, but a marketer might be able to point out that it
is often worth paying a bit more for better quality.
- A marketer can also change the way consumers believe
a brand rates on a certain attribute.
- Maybe a consumer thinks a brand is very expensive
when in fact it is less expensive then several other
brands.
47. 47
-There may be an attribute that does not even exist.
-Who thought chewiness was an attribute that could
even exist for a vitamin until Gummy Vites came
along.
4-Changing Beliefs about Competitors’ Brands
-Finally, we can step away from looking individually at
the attribute and attempt to change the consumer’s
overall assessment of the brand.
-We can do any of these attitude change strategies by
changing beliefs of our own product or our
competitor's product .
49. 49
-The ELM is a much more global view
of attitude change than the models
reviewed on the previous slide.
- A more detailed description is
provided in a diagram on the next slide.
51. Behavior Can Precede or Follow
Attitude Formation
Cognitive Dissonance
Theory
• Holds that discomfort
or dissonance occurs
when a consumer holds
conflicting thoughts
about a belief or an
attitude object.
Attribution Theory
• A theory concerned
with how people assign
causality to events and
form or alter their
attitudes as an outcome
of assessing their own
or other people’s
behavior.
51
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
52. 52
-On the left-hand side of the model, we see central
variables on the top and peripheral variables on the
bottom.
-Central variables, which lead to the central route,
will be effective on highly-motivated consumers.
-They will do the thinking necessary to understand
the information they are presented.
-Peripheral variables, including music,
spokespeople, and bright packaging, work on lower-
involvement consumers.
-Together, or alone, they create an attitude change
that results in a certain behavior.
53. Attribution Theory
• Self-Perception Theory
– Foot-in-the-Door Technique
• Attributions toward Others
• Attributions toward Things
• How We Test Our Attributions
– Distinctiveness
– Consistency over time
– Consistency over modality
– Consensus
53
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
54. 54
-Here are some interesting issues in attribution theory.
-Self-perception theory is the inferences or judgment
as to the causes of your behavior.
-Did something happen, like you won an award,
because you were really good, because the
competition was weak, or because the judges were
rushed? We are constantly examining our behavior
and often try to stay consistent.
-This is considered the foot-in-the-door technique, the
fact that if you say yes to something, you will probably
say yes to a similar act later on to remain consistent in
your behavior.
55. 55
-We have attribution toward others and always
ask ourselves “why” about other’s acts. We
question their motives.
-Would you believe we also have attribution
toward things? Do you sometimes ask yourself,
“Why do I like this software or that movie so
much?”
-Over time, we like to test our attributions to see if
they are correct. We may decide that if something
happens when we use this product, it has
distinctiveness.
56. 56
- We also see if we have the same reaction to behavior
over time, in different situations (modality), and if
others agree.
-There are thousands of dating services online.
-This web link goes to therightstuff.com, a dating
service for Ivy-league graduates only.
-People have a certain attribution toward others who
attend the same colleges or group of colleges as
themselves.
- Because they had this behavior (attended an Ivy
League school) they must be like me.
