Professional Documents
Culture Documents
• Conditioning
– Learning can occur from repeated exposure to stimuli
– We are more likely to develop a positive attitude towards
behaviour that continually brings rewards
• Modelling
– Develop attitudes by watching others that we trust or
respect
• Cognitive Learning
– Involves problem solving or reaching logical conclusions
based on information
– Tri-component model
1. Adjustment function
–
Attitudes help consumers adjust to situations
–
People seek out group acceptance in order to gain praise
or rewards and avoid punishment
1. Ego defensive function
–
Attitudes are formed to protect the ‘ego’
1. Value expressive function
–
A consumer’s attitudes are often a reflection of their values
1. Knowledge function
–
Attitudes help consumers make decisions and process and
filter information
• Likert scales
– Used to measure attitudes by offering respondents a list
of attitude statements, for example:
1. How likely are you to buy Colgate toothpaste in the next 3 months?
Highly likely to buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy
• Mere exposure
– Just showing an advertisement or communication to
consumers can lead to a positive attitude
• Adding new beliefs See EXHIBIT 9.9 Most front loaders are
small, but LG front loaders have a very
about the brand large capacity, page 267.
• Source credibility
– Attractiveness
– Expertise
– Trustworthiness
• Message characteristics
• Media characteristics
• Receiver characteristics