Professional Documents
Culture Documents
Change
What are attitudes?
Main components of attitudes
Strategies that can be used to change attitudes
Effect of marketing communication on attitudes
Strategic implications of attitudes
111
Attitudes
Attitude components
cognitive
affective
behavioural
Component consistency
Measurement of attitude components
112
Definition of Attitude
An attitude is a learned predisposition to respond in
113
Terminology
Favourability: the positive or negative evaluation
114
Components of an Attitude
Cognitive
Affective
Behavioural
115
116
Cognitive Component
Consists of the consumers beliefs and knowledge
multi-attribute model
117
Affective Component
Represents the consumers feelings or emotional
reaction to a product
Cultural influence
118
Behavioural Component
Represents the consumers tendency (intention) to
Behaviour
Intention
Situational influence
119
Component Consistency
The three components of an attitude (cognitive,
1110
Attitude-Component Consistency
1111
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.
1112
Diet Coke
Strong taste ____ ____ ____ ____
1113
Strongly
Agree
Agree
Neither
Agree
nor
Strongly
Disagree Disagree Disagree
Disagree
I like the taste of Diet
Coke.
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
____
1114
What is the likelihood you will buy Diet Coke the next time you
purchase a soft drink?
Definitely will buy
1115
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 behavioural)
1116
benefit segmentation
Product development
1117
Attitude-Change Strategies
Changing the affective component
classical conditioning
affect towards the advertisement
mere exposure
1118
Classical conditioning
Mere exposure
1119
1120
1121
1122
Attitude-Change Strategies
Change behavioural component
1123
Operant conditioning
Sampling (trialing)
1124
1125
1126
Communication and
Attitude Change
Source characteristics
1127
1128
Communication and
Attitude Change
Appeal Characteristics
Fear
(unpleasant consequences if attitude and/or behaviour 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)
1129
1130
Communication and
Attitude Change
Message-structure characteristics
1131