Chapter Eleven: Attitude and Attitude Change

Chapter Eleven:
Attitude and Attitude

Change
11-1
Chapter 11: Attitude and attitude

change
1. What are attitudes?
2. The main components of attitudes
3. The strategies that can be used to change
attitudes
4. The effect of marketing communication on
attitudes
5. The strategic implications of attitudes for
marketers
11-2
An attitude is
An enduring combination of motivational,
emotional, perceptual and cognitive

processes with respect to some aspect of the
environment
A learned predisposition to respond in a
consistently positive or negative way to an

object or event
11-3
Functions of Consumer Attitudes
Different measurements
Attitude towards the object
Passive or detached view
Consumers have attitudes towards products and
brands; but that is not enough
Attitude towards behavior
Consumer attitude towards acquiring and using
the product or brand
11-5
This chapter is related to an earlier chapter

we covered on the Decision Making
Process
Evaluating and Selecting Alternatives
Go back and review Chapter Five
11-6
Attitudes and Influencing Attitudes

Attitudes serve four key functions for
individuals:
1. Knowledge function
2. Value-expressive function
3. Utilitarian function
4. Ego-defensive function
11-7
How marketing strategy can affect

behaviour
11-8
Terminology
Favorability: the positive or negative
evaluation of the object or event

Intensity: the strength with which the
consumer can hold an attitude

Confidence: the degree to which the
consumer believes their attitude is right
11-9
Attitude Components
It is useful to consider attitudes as having three components:
Cognitive Component
Affective Component
Behavioral Component
11-10
ABC Approach to Attitudes

Affect:
I really like my
Honda Civic.
Behavior:
I always buy
Honda products.
Cognition:
My Honda
Civic gets good gas
mileage.
Attitude components and

manifestations
11-12
Attitude Components
Cognitive Component
The cognitive component consists of a consumers beliefs
about an object.
The multiattribute attitude model provides a measure of a
consumers overall attitude and evaluation of a brand.
The overall cognitive component becomes more favorable as:
The number of positive beliefs increase
The extent to which each belief is more extremely
positive
The ease of recall of positive beliefs increases
11-13
Multi-attribute Models
Read up the models described from page 340
to page 342
Note the three different versions
1. Basic version
2. Important weights version
3. Ideal point version
11-14
Attitude Components
Affective Component
Feelings or emotional reactions
to an object represent the
affective component of an
attitude.
Marketers are increasingly
turning their attention to the
affective or feeling component
to provide a richer understanding
of attitudes than that based
solely on the cognitive or
thinking component.
11-15
Affective component
Represents the consumers feelings or
emotional reaction to a product
Based on experience or cognitive information
Response is person-situation specific
Cultural influence
11-16
Attitude Components
The behavioral component of an attitude is ones
tendency to respond in a certain manner toward an object
or activity.
Actual behaviors reflect
these intentions as they are
modified by the situation in
which the behavior will
occur.
11-17
Attitude Components
Direct versus Indirect Approach
Actual behavior and response tendencies are most often

measured by fairly direct questioning.
Such direct questioning may work well for most
consumption, but not so well for sensitive topics like alcohol,
pornography and eating patterns.
In these cases, indirect questions such as estimating the
behavior of other people similar to themselves may help to
reduce the bias.
11-18
The sequence: cognitive-affectivebehavioral

Not always in the same sequence
Depends on the nature of the
product and type of consumer
buying behavior
Low versus high involvement
purchases
Hierarchy of Effects
Factors That Weaken AttitudeBehavior Relationship
Time
Time
Specificity
Specificityof
of
attitude
attitude
measured
measured
Environment
Environment
Impulse
Impulse
situations
situations
Component consistency
The three components of an attitude
(cognitive, affective and behavioral) have a

tendency to be consistent.
A change in one component will have a flow-
on effect on the other components.

Marketers must incorporate these factors
when developing persuasive messages

and strategies.
11-22
Attitude-component consistency
11-23
Consistency between beliefs, feelings and

behaviour
Seven reasons why components appear to
be inconsistent:
1. A need or motive required
2. Ability required e.g. funds
3. Consumer may trade off against other purchases
4. Cognitive and affective may be weakly held
5. Others may influence the purchase e.g. spouse,
child
6. A specific situation may influence the purchase
7. Difficulty in accurately measuring all components
11-24
Measurement of attitude components

As components of attitude are an integral part
of a marketing strategy, it is important to be
able to measure each component.
11-25
Measuring attitude components

Cognitive Component
(measuring beliefs about specific attributes using the semantic differential scale)
Coke Zero
Strong taste ____ ____ ____ ____
____ ____ ____ Mild taste
Low priced ____ ____ ____ ____
____ ____ ____ High priced
Caffeine free____ ____ ____ ____
____ ____ ____ High in

caffeine
Distinctive in________ ____ ____

taste
____ ____ ____ Similar in

taste to
most
11-26
Measuring attitude components (cont.)

Affective Component
(measuring feelings about specific attributes using Likert Scales)
Strongly
Agree
Agree
I like the taste of Coke
Zero
Neither
Agree
nor
Strongly
Disagree Disagree Disagree
____
____
____
____
____
Coke Zero is overpriced ____
____
____
____
____
____
____
____
____
____
____
____
____
Caffeine is bad for your ____

health
I like Coke Zero
____
11-27
Measuring attitude components (cont.)

(measuring actions or intended actions)
Have you ever purchased Coke Zero?
Yes How often?___
No
What is the likelihood you will buy Coke Zero the next time you
purchase a soft drink?

Definitely will buy

Probably will buy

Might buy

Probably will not buy

Definitely will not buy
11-28
Attitude-change strategies
Changing or establishing an attitude requires
manipulation of one or more of the
components of the attitude (i.e. cognitive,
affective or behavioral)
11-29
Attitude
change in ads
11-30
Changing the affective component
Classical conditioning
Affect towards the advertisement
Mere exposure
Changing the behavioural component
Changing the cognitive component
Four basic strategies
11-31
Change affective component

Involves changing the consumers feel about a
product, without necessarily directly influencing
their beliefs or behavior
11-32
An ad aimed at changing a belief
11-33
Attitude Change Strategies

Change the Affective Component
Marketers use three basic approaches to directly increase
affect:
1. Classical Conditioning
2. Affect Toward the Ad or
Web Site
3. Mere Exposure
11-34
Change behavioral component
Alter the purchase behavior or consumption

behavior directly, which may in turn lead to a
change in belief or affect
Change in beliefs or improved knowledge base
will have subsequent influence on affect and
behavior
11-35

Change the Behavioral Component
1. Purchase or use behavior may be the (indirect) result
of changing the affective or cognitive components.
2. However, purchase or use behavior may precede the
development of cognition and affect.
This more direct approach is based on operant
conditioning.
Key is inducing product trial while ensuring the
trial will be rewarding.
11-36

Change the Behavioral Component
Common techniques used for inducing trial behavior include:
Coupons
Free samples
Point-of-purchase
displays
Tie-in purchases
Price reductions
11-37
Strategies used for altering the

cognitive component
Change in beliefs or improved knowledge
base will have a subsequent influence on

affect and behavior
Change the beliefs about the attributes of the

brand
Change the relative importance of these beliefs
Add new beliefs
Change the beliefs about the attributes of the
ideal brand
11-38
Adding a
new belief
11-39
Strategies used for altering the

cognitive component
Read pages 348-350
Understand the implications of Table 11.1
Additional examples (taken from another

text)
Slides 11-36 to 11-49 shows how you can
apply the multi-attribute model in marketing
11-40
Attitude toward the behavior:

Buying a Dell personal computer would be:
Very good 1 2 3 4 5 Very bad
Very rewarding 1 2 3 4 5 Very punishing
Very wise 1 2 3 4 5 Very foolish
Attitude toward the object:

How much do you like/dislike Dell computers?
Like very much
1 2 3 4 5 Dislike very much
Preference:
Compared to Apple personal computers, how
much do you like Dell personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple
more than IBM
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
11-41
The Fishbein Multiattribute

Attitude Model
n
Ao = bi ei
i =1
Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes
11-42

Attitude Model
The Fishbein Model
Model proposes that attitude
toward an object is based on the
summed set of beliefs about the
objects attributes weighted by
the evaluation of these attributes
Attributes can be any product or
brand association
11-43

Attitude Model
Running shoe example
Whether the shoe is shock absorbent for
use on hard surfaces
Whether it is priced less than $50
Durability of the shoe
How comfortable the shoe is to wear
Whether the shoe is available in the desired
color
Amount of arch support
11-44

Attitude Model
Developing the ei and bi measures
ei
Buying running shoes priced less than $50 is
very good
_:_:_:_:_:_:_
very bad
+3 +2 +1 0 -1 -2 -3
bi
How likely is it that brand A running shoes are
priced less than $50?
very likely _ : _ : _ : _ : _ : _ : _ very unlikely
+3 +2 +1 0 -1 -2 -3
11-45
The Fishbein Model: Sample Results
Attribute
Beliefs
Brand Brand Brand
Evaluation A
B
C
Shock absorbent
+2
+2
+1
-1
Price less than $50
-1
-3
-1
+3
Durability
+3
+3
+1
-1
Comfort
+3
+2
+3
+1
Desired color
+1
+1
+3
+3
Arch support
+2
+3
+1
-2
+29
+20
-6
Total bi ei score
11-46
Consumer Attitudes
Companies want consumers to
perceive their products as:
Possessing desirable attributes
(when ei positive, bi should be
positive)
Not possessing undesirable
attributes (when ei is negative, bi
should be negative)
11-47
Behavioral Intentions Model
subjective norms
These two additional variables show that attitudes are shaped

by others groups, friends, family members. They influence
the subjective norms (should I or should I not buy?)
The Ideal-Point Multiattribute

Attitude Model
n
AP = Wi Ii - Xi
i =1
AP = attitude toward product

Wi = importance of attribute i
Ii = ideal performance on attribute i
Xi = belief about products actual performance on
attribute i
n = number of salient attributes
11-49

Attitude Model
Consumers indicate where they
believe a product is located on
scales representing the various
levels of salient attributes
Also report where ideal product
would fall on these scales
The closer the ideal and actual
ratings, the more favorable the
attitude
11-50

Attitude Model
Developing a scale to represent
various levels of each attribute
very sweet taste
_:_:_:_:_:_:_
1 2 3 4 5
very bitter taste
6 7
Provide ratings of attribute

importance
not at all important
_:_:_:_:_:_:_
0 1 2 3 4 5
extremely important
11-51
The Ideal-Point Model: Sample Results
Attribute
Taste:
sweet(1) - bitter (7)
Beliefs
Import- Ideal Brand Brand
ance
Point
A
B
6
Carbonation:
high(1) - low (7)
Calories:
high (1) - low (7)
Fruit juices:
high (1) - low (7)
Price:
high (1) - low (7)
16
29
Total Wi Ii-Xi score
11-52
Benefits of Using Multiattribute

Attitude Models
Diagnostic power: examine why
consumers like or dislike products
Simultaneous importanceperformance grid with marketing
implications for each cell
11-53
Stimulus Importance-Performance Grid

Attribute
Our
Competitors
Importance Performance Performance
POOR
Simultaneous
Result
Poor
Neglected Opportunity
Good
Competitive Disadvantage
Poor
Competitive Advantage
Good
Head-to-head competition
Poor
Null Opportunity
Good
False Alarm
Poor
False Advantage
Good
False Competition
HIGH
GOOD
POOR
LOW
GOOD
11-54
Benefits of Using Multiattribute

Attitude Models
Can provide information for
segmentation (based on importance
of product attributes)
Useful in new product development
Guidance in identifying attitude
change strategies
11-55
Individual and Situational Characteristics that

Influence Attitude Change
The Elaboration likelihood model (ELM) is a theory about
how attitudes are formed and changed under varying
conditions of involvement.
11-56

Information Attitude Change
ELM
Model
11-57

Core Tenants of ELM: Part I
Compared to attitudes formed under the peripheral

route, attitudes formed under the central route tend to
be
stronger
more resistant to counter-persuasion attempts
more accessible from memory, and
more predictive of behaviors
11-58

Core Tenants of ELM: Part II
Peripheral Cues (PCs) influence persuasion under

LOW INVOLVEMENT but not HIGH
INVOLVEMENT
Central Cues (CCs) influence persuasion under

HIGH INVOLVEMENT but not LOW
INVOLVEMENT
11-59

BUT there are caveats and exceptions relating to cue
relevance and competitive situation.
Cue Relevance - What is a PC/CC?
Example: An attractive model (and her hair) may be

decision irrelevant (PC) in an ad for a car, but
decision relevant (CC) in an ad for shampoo.
In this case, the attractive model would influence

persuasion under high involvement for shampoos
but not for cars.
11-60

Competitive Situation - PCs can influence persuasion
under HI INVOLVEMENT in competitive situations when:
Central cues neutralize due to homogeneity across

competing brands (PC then becomes tie breaker).
Attribute tradeoffs across central cues engenders

decision difficulty which PCs help to alleviate.
11-61

Consumer Resistance to Persuasion
Consumers are not passive to persuasion attempts
Consumers are often skeptical (an individual

characteristic) and resist persuasion
Consumers frequently infer an advertisers intent and

respond in light of that presumed selling intent.
11-62
Communication and
attitude change
Source characteristics
Source credibilitytrustworthiness
and expertise
Celebrity sources
11-63
Communication Characteristics that

Influence Attitude Formation and Change
Three types of communication characteristics:
1. Source Characteristics
Represents who delivers the message
2. Appeal Characteristics
Represents how the message is communicated
3. Message Structure Characteristics

Represents how the message is presented
11-64
Communication Characteristics that Influence

Attitude Formation and Change
Source Characteristics
1. Source Credibility
Persuasion is easier when the target market views the

message source as highly credible
2. Celebrity Sources
Celebrity sources can be effective in enhancing

attention, attitude toward the ad, trustworthiness,
expertise, aspirational aspects, and meaning transfer
3. Sponsorship
Sponsorships often work in much the same manner as

using a celebrity endorser
11-65

Source credibility consists of trustworthiness and expertise.
In a testimonial ad,
ad a person, generally a typical member of the
target market, recounts his or her successful use of the product,
service, or idea.
One factor that can diminish the
credibility of any source is if
consumers believe that the firm
is paying the source for his or
her endorsement.
Billboard of Testimonial Ad
11-66

Celebrity sources widely used.
Effectiveness enhanced when
marketers match:
image of the celebrity with
personality of the product with
actual or desired self-concept
of the target market.
11-67

Using a celebrity as a company spokesperson creates special
risks, such as
Overexposure
Negative behavior involving the spokesperson
Many firms are creating spokes-characters rather than

using celebrities.
Spokes-characters can add credibility to a message as well
as attract attention. Some come to serve as a symbol of the
product (e.g., Jolly Green Giant)
Provide firm with total control
11-68

Sponsorship is when a
company provides financial
support for an event.
Sponsorships often work in
much the same manner as
using a celebrity endorser
That is, the characteristics of
the sponsored event may
become associated with the
sponsoring organization.
11-69
Matching endorser with product and target audience
11-70
Communication and attitude change

Appeal Characteristics
Fear
(unpleasant consequences if attitude and/or
behavior is not altered)
Humour
Comparative advertisement
(comparing attributes of focus brand to those of
competitor)
Emotional
(message is constructed to elicit a positive
response/feeling rather than provide
information)
11-71

Fear appeals
Fear appeals use the threat of negative (unpleasant)
consequences if attitudes or behaviors are not altered.
Fear appeals can be effective at forming, reinforcing and/or
changing attitudes.
The ethics of such appeals should be examined carefully
before they are used.
11-72
Applications in Consumer Behavior
This ad is a great
example of the use of
fear appeal.
In this case, it is used
to spell out the risks
of illegally
downloading movies.
Courtesy Motion Picture Association of America, Inc.
11-73

Humorous appeals
Humorous appeals are ads built around humor appear to
increase attention to and liking of the ad. Especially for
those individuals high in need for humor.
The overall effectiveness of humor is generally increased
when the humor related to the product or brand in a
meaningful way and is viewed as appropriate for the
product by the target audience.
11-74

Comparative ads
Comparative ads directly compare the features or benefits
of two or more brands.
Comparative ads are often more effective than noncomparative ads in generating the following:
attention
message and brand awareness,

greater message processing
favorable sponsor brand attitudes
increased purchase intentions and behaviors
11-75

Emotional appeals
Emotional ads are designed primarily to elicit a positive
affective response rather than provide information or
arguments.
Emotional advertisements may enhance persuasion by
increasing
attention and processing of the ad (and thus) ad recall
liking of the ad
product liking through classical conditioning
product liking through high-involvement processes
11-76
Ad seeking
an
emotional
response
11-77

Value-expressive versus Utilitarian appeals
Value-expressive appeals
attempt to build a personality
for the product or create an
image of the product user.
Utilitarian appeals involve

informing the consumer of
one or more functional
benefits that are important
to the target market.
* Most effective for products
* Most effective for functional
designed to enhance selfimage or provide other

intangible benefits
products
11-78
Ad using value expressive and

utilitarian appeal
11-79

Message Structure Characteristics
1. One-Sided versus Two-Sided Messages
2. Positive versus Negative Framing
3. Nonverbal Components
11-80

One-Sided versus Two-Sided Messages
One-Sided Messages
Marketers generally present only the benefits of their
product, or only one point of view.
One-sided messages are most effective at reinforcing
existing attitudes.
11-81

One-Sided versus Two-Sided Messages
Two-Sided Messages
Marketers present both good and bad points in their
product message.
Two-sided messages tend to be more effective than
one-sided messages in changing a strongly held
attitude.
11-82

Positive versus Negative Framing
Message framing refers to presenting one of two equivalent
value outcomes either
in positive or gain terms (positive framing),
framing or
in negative or loss terms (negative framing)
framing
11-83

Attribute Framing
Only a single attribute is the
focus of the frame.
For example, describing
beef as either
80% fat free (positive
frame)
or
20% fat (negative frame)
Goal Framing
Message stresses either the
positive aspect of performing an
act or the negative aspects of not
performing the act.
For example, having a yearly
mammogram
Benefits of having mammogram
emphasized (positive frame)
Risks of not having mammogram
emphasized (negative)
11-84

Positive Frame best for Attribute Framing Situation
Hence, 80% fat free better than 20% fat.
Negative Frame best for Goal Framing Situation
Hence, stressing the risks of not having a
mammogram better than stressing the benefits of
having one.
11-85

Nonverbal Components
Nonverbal components can influence attitudes through
affect, cognition, or both.
Emotional ads often rely primarily or exclusively on
nonverbal content to drive emotional responses. These
can include:
pictures
music
surrealism
11-86
Liking towards the ad increases the

tendency to like the product
11-87
Strategies based on attitudes

Market segmentation
Benefit
segmentation
Product development
11-88
Market Segmentation and Product Development

Strategies Based on Attitudes
Market Segmentation
Benefit segmentation is the segmenting of consumers on
the basis of their most important attribute(s).
1. A marketer needs to know the importance
consumers attach to various product/service
features.
2. Consumers who look for the same benefits are
grouped into segments and additional information is
obtained to develop a more complete picture.
3. Separate marketing programs can then be
developed for each of the selected target segments.
11-89
Market Segmentation and Product Development

Strategies Based on Attitudes
Product Development
Steps in developing a new product or reformulating an existing
product:
1. Construct a profile of a consumer segments ideal
level of performance on key attributes.
2. Create a product concept that closely matches the
ideal profile.
3. Translate the concept into an actual product.
11-90
Using the multi-attribute model in the product-development

process
11-91
Using the multi-attribute model in the product-development

process (cont)
11-92

Chapter Eleven: Attitude and Attitude Change

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Chapter Eleven: Attitude and Attitude Change

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Chapter Eleven:

Attitude and Attitude

Chapter 11: Attitude and attitude

emotional, perceptual and cognitive

consistently positive or negative way to an

Functions of Consumer Attitudes

This chapter is related to an earlier chapter

Attitudes and Influencing Attitudes

How marketing strategy can affect

evaluation of the object or event

consumer can hold an attitude

consumer believes their attitude is right

ABC Approach to Attitudes

Attitude components and

emotional reaction to a product

Based on experience or cognitive information

Response is person-situation specific

Actual behavior and response tendencies are most often

The sequence: cognitive-affectivebehavioral

Factors That Weaken AttitudeBehavior Relationship

(cognitive, affective and behavioral) have a

on effect on the other components.

when developing persuasive messages

Consistency between beliefs, feelings and

Measurement of attitude components

Measuring attitude components

____ ____ ____ Mild taste

Low priced ____ ____ ____ ____

____ ____ ____ High priced

Caffeine free____ ____ ____ ____

____ ____ ____ High in

Distinctive in________ ____ ____

____ ____ ____ Similar in

Measuring attitude components (cont.)

Coke Zero is overpriced ____

Caffeine is bad for your ____

Measuring attitude components (cont.)

Change affective component

An ad aimed at changing a belief

Attitude Change Strategies

Alter the purchase behavior or consumption

Attitude Change Strategies

Attitude Change Strategies

Strategies used for altering the

base will have a subsequent influence on

Change the beliefs about the attributes of the

Strategies used for altering the

Additional examples (taken from another

Attitude toward the behavior:

Attitude toward the object:

1 2 3 4 5 Dislike very much

The Fishbein Multiattribute

The Fishbein Multiattribute

The Fishbein Multiattribute

The Fishbein Multiattribute

The Fishbein Model: Sample Results

Price less than $50

Behavioral Intentions Model

These two additional variables show that attitudes are shaped

The Ideal-Point Multiattribute

AP = attitude toward product

The Ideal-Point Multiattribute

The Ideal-Point Multiattribute

Mild taste

Low priced

High priced

Caffeine free

High in

Distinctive in____

Similar in