2. A Model of Information Processing
Exposure,
Attention
Perception Understanding Outcome:
Attitudes
sensations information
Memory / Prior Knowledge
Individual
Consumer
Environmental
Characteristics
Stimuli
beliefs
4. Chapter Overview
What Are Attitudes?
Forming and Changing Attitudes
The Cognitive Foundations of Attitudes
How Cognitively Based Attitudes Are Influenced
The Affective Foundations of Attitudes
How Affectively Based Attitudes Are Influenced
Attitude Toward the Ad
When Do Attitudes Predict Behavior?
4
5. What are Attitudes?
5
An overall evaluation (like / dislike) of an object,
issue, person, or action.
Learned
Enduring
Importance of Attitudes
Cognitive: thoughts
Affective: feelings
Connative: behaviors
6. Characteristics of Attitudes
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Favorability
Accessibility
Confidence
Persistence
Resistance to attack
Ambivalence
“I like it a lot.”
“I can remember my attitude easily.”
“I’m sure I like it.”
“I’ve liked it for a long time and will
continue to like it.”
“I’ll like it no matter what anyone
says about it.”
“I like and hate it at the same time”
7. Overview of Attitudes
7
Foundation of Attitudes
Cognition: thoughts
Affect: emotions
Role of Effort in Attitude Formation
High effort:
Central-route processing: careful and effortful analysis of the central issues
Low effort:
Peripheral-route processing: rely on superficial cues contained in the message
Attitude Formation and Change based on
Cognitive vs. affective
Message vs. source
9. Cognitive Foundations of Attitudes
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Direct or Imagined Experience
Elaborating on actual experience
Reasoning by Analogy or Category
How similar a products to other products
Values-Driven Attitudes
How the products conform to your values
Social Identity-Based Attitude Generation
How you can express your social identity
Analytical Processes of Attitude Formation
10. Analytical Processes of Attitude Formation
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The Cognitive Response Model
Consumers’ thought reactions to a message affect their attitudes
Expectancy-Value Models
Consumers form and change attitudes based on:
Existing beliefs / knowledge about an object or action
Evaluations of these beliefs
11. The Cognitive Response Model
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Suppose Person X said Brand A is good
Counterarguments
◦ “But I know Brand A is not good”
Support Arguments
◦ “Yes I heard Brand A is indeed good”
Source Derogations
◦ “Person X doesn’t know anything / cannot be trusted.”
12. Fishbein's Multiattribute Model of Attitudes
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MODEL: A = Σ biei
A= Attitude towards the object o
bi = extent of belief that o possesses attribute i
ei = evaluation of attribute i
So, get relevant attributes for a product, (depth interview)
measure b's and e's and get A
This is what you are using for your project!
13. Evident difference between the Fishbein model and
the multi-attribute model you saw earlier
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Remember: multiattribute model Summation (biIi)
Ii in multiattribute model is the importance of the attribute positive number (e.g., from 1 to 7)
ei in Fishbein model is the evaluation of the attribute can be either positive or negative (e.g., from
-3 to +3)
For a soft drink, both Mr. A and Mr. B may say that sweetness is an important attribute but for two
different reasons:
Mr. A wants low sweetness but Mr. B wants high sweetness
Therefore, the scales used to measure ei usually range from a negative value to a positive value; e.g.,
-3 to +3 (bipolar), not simply 1 to 7 (unipolar).
E.g. Low sweetness: -3 (undesirable) to +3 (desirable)
Having a bipolar scale also allows us to define a “0” point on the scale, e.g., some consumers may
not care at all about sweetness, and they would circle “0”.
15. Measure all ei
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Please state your opinion on the following scales:
For athletic shoes:
price is:
Unimportant 1 2 3 4 5 6 7 Important
16. Sample ei question for price
(correct version)
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Please state your opinion on the following scales:
For athletic shoes:
High price is:
Undesirable -3 -2 -1 0 1 2 3 Desirable
17. Measure all ei(-3 to +3)
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Please state your opinion on the following scales:
For athletic shoes:
high price is:
Undesirable -3 -2 -1 0 1 2 3 Desirable
high durability is:
Undesirable -3 -2 -1 0 1 2 3 Desirable
18. Measure bi values for the brand
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Please tell us what you think about brand A on these
features:
Brand A shoes is high in price
Disagree -3 -2 -1 0 1 2 3 Agree
Brand A shoes is high in durability
Disagree -3 -2 -1 0 1 2 3 Agree
19. Compute Average Scores for bi and ei
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ei for high price:
Consumer 1 -3
Consumer 2 -1
Consumer 3 -2
Consumer 4 -2
⇒Average ei for price = ?
bi for price of Brand A:
Consumer 1 3
Consumer 2 3
Consumer 3 3
Consumer 4 3
⇒Average bi for Brand A price = ?
20. Attitude Measurement: Brand A
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-1-1+2+2Large Number of Sizes
-2-2+3+3High Price
+3+3+1+1Fashionable Styling
+2+2+3+3High Durability
+2+2+3+3High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude =
-1-1-2-2Large Number of Sizes
-2-222High Price
+3+3-1-1Fashionable Styling
+2+2+3+3High Durability
+2+2+2+2High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude =
Attitude Measurement: Brand B
21. Attitude Measurement: Brand A
-2-2-1-1+2+2Large Number of Sizes
-6-6-2-2+3+3High Price
+3+3+3+3+1+1Fashionable Styling
+6+6+2+2+3+3High Durability
+6+6+2+2+3+3High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude = +7
+2+2-1-1-2-2
Large Number of Sizes
-4-4-2-222High Price
-3-3+3+3-1-1Fashionable Styling
+6+6+2+2+3+3High Durability
+4+4+2+2+2+2High Shock-Absorbence
Salient
Beliefs
Belief
Strength (bi)
Eval
Score (ei) biei
Overall attitude = +5
Attitude Measurement: Brand B
22. Note: Calculating Attitudes
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Right (i.e., recommended) Way
Consumer A: bi = 2 ei = -1
Consumer B: bi = 4 ei = -3
Average bi = ?? ei = ??
So: attitude for this segment = ??
Wrong (i.e., NOT recommended) Way
Consumer A: bi = 2 ei = -1
attitude for Consumer A = ??
Consumer B: bi = 4 ei = -3
Attitude for Consumer B = ??
So: average attitude for this segment = ??
23. Model Problem: Attitude Not Always
Predictive of Behavior!
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• Need to Measure Behavioral Intention; not just
Attitude
• Need to Include the Influence of Other People’s
Opinions (Subjective Norms)
• Not a part of your project!
• Theory of Reasoned Action Does Both
26. How Cognitively Based Attitudes
are Influenced
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The Source
Spokesperson Credibility
Trustworthiness, expertise, status
Company Reputation
The Message
Argument Quality
One- Versus Two-Sided Messages
Comparative Messages
27. Example: Strong vs. Weak Arguments
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The special coating in the knife forms a chemical seal
which bonds with the metal and protects it from
elements which can ruin the knife's sharpness and finish.
The special coating in the knife protects it from harmful
elements - elements which can ruin a good knife.
29. The Affective (Emotional) Foundations of
Attitudes
Affective Involvement
Strong emotional engagement with a stimulus
Affective Responses
Feelings and images a consumer generates in
response to a message
Emotional Appeals
Messages that elicit an emotional response
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30. How Affectively Based Attitudes Are
Influenced
The Source
Attractiveness
Physical attractiveness, likeability,
familiarity, similar to self
Match-up Hypothesis
Source should be appropriate for the
message
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31. How Affectively Based Attitudes Are
Influenced
The Message
Emotional Appeals
Elicit positive emotions (humor, love, hope, joy, excitement) to attract
consumers to product
Advantages? Drawbacks?
Elicit negative emotions (fear, pain, and
anxiety) that will occur if consumers
do not use the product)
Fear Appeals: Advantages? Drawbacks?
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1. Too much fear – Terror Management Theory
2. Fear with resolution
32. A fear appeal is presented in
this ad to encourage parents
to talk frankly with their
children about various issues
including drugs, drinking,
tobacco, and sex. This ad is
effective because it
addresses a fear that every
parent has, and suggests
courses of actions that
parents can take to decrease
that fear.
33. Attitude Toward the Ad
Whether the consumer likes or dislikes an ad
May or may not be different from Attitude toward the
Brand
Influenced by
Utilitarian Dimension
Ad provides information
Hedonic Dimension
Ad creates positive or negative feelings
Interesting? Causes Elaboration?
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34. When Do Attitudes Predict Behavior?
Level of Involvement/Elaboration
Knowledge and Experience
Analysis of Reasons
Attitude Accessibility
Attitude Confidence
Specificity of Attitudes
Attitude-Behavior Relationship over Time
Emotional attachment
Situational Factors
Normative Factors
Personality Variables: e.g. self-monitoring
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