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McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
 What is an Attitude?
‡ Attitude
‡ A person¶s overall evaluation of a concept
‡ Affective system
‡ Cognitive system
‡ Overall evaluation from integrating
knowledge, meanings, or beliefs
‡ Personal relevance
‡ Favorable or unfavorable
‡ Stored in memory
‡ Accessibility

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 What is an Attitude? cont.
‡ Attitudes toward what?
‡ Attitude toward the object
(Ao)
‡ Various physical and
social objects
‡ Intangible objects
‡ Attitude toward the
behavior (Aact)
‡ Own behavior or action
‡ Past
‡ Future intentions
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 What is an Attitude? cont.
]  
Product class Fast-food restaurants
Product form Pizza restaurants Hamburger restrnts

Brand McDonald¶s Burger King

Model White Lane McD¶s Hageman McD¶s

General situation Lunch w/ friends at Dinner w/ kids at

White Lane McD¶s White Lane McD¶s
Specific situation Dinner w/ kids at Dinner w/ kids at
White Lane McD¶s White Lane McD¶s
after soccer game for a birthday party
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 What is an Attitude? cont.
‡ Marketing implications
‡ Brand equity
‡ Involves a strong, positive brand attitude
‡ Based on favorable meanings and beliefs
‡ Accessible in memory
‡ Creates a strong, favorable consumer-brand
relationship
‡ Can obtain brand equity in three ways
‡ Build it
‡ Borrow it
‡ Buy it
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 What is an Attitude? cont.
‡ Attitude tracking studies
‡ Marketers can use measures of consumers¶
attitudes to indicate the success of marketing
strategies

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 Attitudes Toward Objects cont.
‡ Fishbein (Attitude Toward the Object) theory
‡ Salient beliefs
‡ Overall attitude (|) is a function of two factors
‡ Strengths of the salient beliefs ( )
‡ Evaluation of those beliefs (
)

÷

A

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 Attitudes Toward Objects cont.
‡ Measurement issues
‡
: 1 = low probability that object possesses
attribute. 9=high likelihood.
1 2 3 4 5 ¢ 7 8 9
‡
: -3 = negative evaluation of attribute. +3 =
positive evaluation of attribute.
-3 -2 -1 0 +1 +2 +3
÷

A

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 Attitudes Toward Objects cont.
÷
Which candy bar will the
individual prefer? 
A




 
  
 

   
   
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 Attitudes Toward Objects cont.
‡ Marketing implications
‡ Understanding customers
‡ Diagnosis of marketing
strategies
‡ Understanding situational
influences

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 Attitudes Toward Objects cont.
‡ Attitude-change strategies
‡ Adding a new salient belief
‡ Increasing the strength of a positive belief ( )
‡ Improving the evaluation of a belief (
)
‡ Making an existing favorable belief more salient
÷

A

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 Attitudes Toward Behavior
‡ Theory of reasoned action
‡ Behavior intention (Ë È
‡ Subjective norms (ã È
‡ Attitude toward the
behavior (È

Ë

Ë




ã  

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 Attitudes Toward Behavior cont.
‡ Assumes consumers consciously
consider the consequences of
alternative behaviors under
consideration and choose the one
that leads to the most desirable
consequences
‡ Any reasonably complex voluntary
behavior is determined by the
intention to perform that behavior
‡ Not relevant for extremely simple
or involuntary behaviors
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 Attitudes Toward Behavior cont.
‡ Marketing implications
‡ The situational context in which behavior occurs
can have powerful influences on consumers¶
behavioral intentions

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 Intentions and Behaviors
‡ Factors that can weaken the relationship between
behavioral intentions and behaviors
‡ Intervening time
‡ Different levels of specificity
‡ Unforeseen environmental event
‡ Unforeseen situational context
‡ Degree of voluntary control
‡ Stability of intentions
‡ New information

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 Summary
‡ Defined attitude as a consumers¶ overall evaluation
of an object
‡ Attitude objects vary in levels of abstraction and
specificity
‡ Attitude toward the object model
‡ Theory of reasoned action
‡ The problems of using measures of behavioral
intentions to predict actual behaviors

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