Attitude and Attitude Change

Attitude and Attitude Change

Attitude and Attitude Change

 Background

 Definition -- learned predisposition to respond in a

consistently favorable or unfavorable manner with

respect to an object or a class of objects

 Attributes of attitudes

 Learned

 Targeted (toward an object)

 Stability

Attitude and Attitude Change

Attributes of attitudes (Cont’d)

 Valence ( + or - )

 Attitude Behavior

 La Piere (1934)

 Corey (1937)

 De Friese & Ford (1960)

 Fishbein & Ajzen (1977)

 Time, Action, Context & Target (TACT)

Why use Attitudes?



 Predictors of Consumption Behavior (for New

& Existing Products)

 Past Behavior

 Current Attitudes

 Study Advertising Effectiveness

 Segmentation Base

 Help Marketers Understand the Reasons

Why a Product is (not) Successful

Attitude Models

 Basic Fishbein Multi-Attribute Model

 AO= S bi(ei)

 Where:

 AO = Attitude toward an object O

 bi = belief about an object O regarding attribute i (a

“salient” attribute)

 ei = evaluation of the importance of attribute i

Attitude Models (Cont’d)

 Basic Fishbein Multi-Attribute Model

 Example: Taste Effectiveness

Scope +3 +3

Listerine -2 +2

Evaluation of

Importance +1 +3





 Ao = ?

Attitude Models (Cont’d)



 Importance of Attitude Score from the multi-

attribute model

 Valenced (+ or -)

 Strength of attitude (magnitude of score)

 Implications for attitude change

Attitude Models (Cont’d)



 Attitude Change Strategies Using the Multi-

attribute Model

 Change brand beliefs (bi) for your brand

 Note differences for “bad” versus “good” attributes

 Change brand beliefs for competing brand

 Change evaluations of importance (ei)

 Add new attributes (i’s)

Advantages of Multi-attribute Attitude

Models

 Helps identify brand strengths and

weaknesses from C’s Perspective

 Helps determine if C’s are perceiving the

brand as intended

 Allows for an a priori evaluation of attitude

change strategies

 Provides a basis for benefit segmentation

schemes

Disadvantages of Multi-attribute

Attitude Models

 Provides Little Indication of How Easily an

Attitude Might be Changed

 Provides Little Guidance of How to Change

Attitudes (although Aad model may)

Attitude Models (Cont’d)

 Attitude Toward the Ad Model

 AO= W1 [Sum bi(ei)] + W2 [Aad ]

i i

 Where:

 AO = Attitude toward an object O

 bi = belief about O regarding attribute I

 ei = evaluation of the importance of

attribute i

 Aad = Attitude toward an Ad

 W = weight of component

Attitude Models

 Determination of Weights

 Use of Elaboration Likelihood Model

 High AMI -- both central [bi(ei)] and peripheral [Aad]

factors influence brand attitudes

 Low AMI -- only peripheral [Aad] factors influence brand

attitudes

 Implications

 Central -- Strength of Message

 Peripheral – Spokesperson, Music, Attractive Models,

Humor

Attitudes and Involvement

A Summary

 High Involvement Consumers

 Information Processors

 Attitude Formation & Change via the Central

Route

 Mutli-Attribute Models are very applicable (Beliefs

precede Attitudes)

 Attitude is held with greater certainty, it is resistant

to change

Attitudes and Involvement

A Summary

 High Involvement Consumers (Cont.)

 Promotions should attempt to change beliefs

about salient attributes

 Informative

 Print Media

 Brand Loyalty involves commitment; it is real and

true

Attitudes and Involvement

A Summary

 Low Involvement Consumers

 Passive Learners

 Attitude Formation & Change via the Peripheral

Route

 Multi-Attribute Models are not very applicable

 Attitude is held with less certainty, it may be easily

changed

Attitudes and Involvement

A Summary

 Low Involvement Consumers (Cont.)

 Promotion should attempt to link peripheral issues

to the brand or perhaps induce trial

 Little Information

 Broadcast Media

 Endorsers, Music, Execution Cues Dominate

 Feature Coupons or other price promotions

 In-store Promotion is important

 Brand Loyalty is spurious