If you dont like LECTURE 6:

something, ATTITUDES
change it; if you
cant change it,
Dr. Dongmei Li
change the way
you think about
it----Mary
Engelbreit

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THE WHEEL OF CONSUMER BEHAVIOR

2
 UTILITARIAN VALUE-EXPRESSIVE
FUNCTION: FUNCTION:

ATTITUDE Relates to rewards Expresses consumers

and punishments values or self-concept

EGO-DEFENSIVE KNOWLEDGE
FUNCTION: FUNCTION:

Protect ourselves from Need for order,

external threats structure,
or internal feelings or meaning

Attitude:
Any thing toward which one has an attitude is called an ob
ject (Ao)
Attitudes are lasting because they tend to endure over time
.
WHICH FUNCTION IS THE ATTIT
UDE RELATED TO?
I drink Diet Coke just for the taste of it
Buy instant coffee? No, I will not use it. I
nstant coffee makes me feel that I am not
a capable homemaker.
Its OK to wear casual pants to work, but
only on Friday.
I joined the umbrella movement, becaus
e I want to protect our right for freedom.

WHAT IS YOUR REACTIONS TOWARDS THESE OBJECTS
?

5
AAD VS. ABRAND

6
 TRADITIONAL MODEL OF ATTITUDES
The way a

A
consumer feels
feel
about an attitude
object
ffect
Involves the

B
persons intentions
intend to do
to do something ehavior
with regard to an
attitude object

The beliefs a
consumer has about
an attitude object
C ognition think

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ATTITUDE: HIERARCHIES OF EFF
ECTS
Attitudes are more complex than they first a
ppear.
ATTITUDE: AFFECT

Emotional responses (i.e.,

affect) to environments can
be described along two main
dimensions:
1. Pleasure: direct,
subjective, depending on
how much individual
likes or dislikes
environment
2. Arousal: how stimulated
individual feels, depends
largely on information
rate or load of an
environment

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ATTITUDE COMMITMENT
INTERNALIZATION
Highest level: deep-seeded attitudes become part
of consumers value system

IDENTIFICATION
Mid-level: attitudes formed in order to conform to
another person or group

COMPLIANCE
Lowest level: consumer forms attitude because it
gains rewards or avoids punishments
COGNITIVE DISSONANCE
I know smoking
PRINCIPLE OF COGNITIVE causes cancer.
CONSISTENCY

Consumers value harmony among

their thoughts, feelings, or Dissonance
behaviors to be consistent with between
other experiences cognitive
elements

When a person is confronted with

inconsistencies among attitudes or
behaviors, he/she will take action to I smoke.
reduce the dissonance by changing an
attitude or modifying a behavior
Festinger, 1957
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COGNITIVE DISSONANCE
You are a salesperson selling
things that consumers have n
eutral attitude. From an atti
tudinal perspective, should y
ou start with a small request
(and then go up), or start wit
h a large request (and then g
o down)? Justify

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 SELF-PERCEPTION THEORY
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has first
agreed to comply with a smaller request

LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after agreeing to it
that it will be very costly.

DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he refuses),
then asked to do something smaller.

Is self-perception theory counter intuition in nature?

Did you secretly check your lovers email account, phone log, faceboo
k account?
SOCIAL JUDGMENT THEORY
We assimilate new information about attitud
e objects in light of what we already know/f
eel
Initial
attitude = frame of reference
Latitudes of acceptance and rejection
Assimilation effects
Contrast effects

Example: Choosy mothers choose Jif P

eanut Butter
BALANCE THEORY
Considers how a person might perceive relati
ons among different attitude objects and ho
w he might alter attitudes to maintain consis
tency

Triad:
An attitude structure consisting of 3 elements
1) A person and his perceptions of
2) An attitude object, and
3) Another person or object
BALANCE THEORY
REFLECTION
Can you give some examples about how attit
udes are formed, based on the balance theor
y?

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THE FISHBEIN MODEL
We use attitude models to identify specific comp
onents and combine them to predict a consumer
s overall attitude toward a product or brand.

Attitude models specify how different elements wo

rk together to influence peoples attitude.

The Fishbein Model is an example of a multiattri

bute attitude model.
THE FISHBEIN MODEL
It has three elements:
(1) Attributes are characteristics of the Ao
(2) Beliefs (Bi) are cognition about the specific Ao
Bi is a measure of consumers' beliefs regarding at
tribute i , that is, their perception of a product's
performance on an attribute i.
(2)
Importance weight (Ii) reflect the relative priorit
y of an attribute to the consumer.
THE FISHBEIN MODEL
Aijk = BijkIik
Where:
i = attribute
j = brand
k = consumer
Assumption

Iik = the importance

We have been able to adequately specify all of the relevant
attributes. They will go through the process of identifying a
set of attributes, weighting them, and summing them.

weight given attribute i 20

THE FISHBEIN MODEL APPLIED TO SAUNDRAS C
OLLEGE DECISION

Beliefs ()
Attribute Import. (I) CUHK HKU OUHK HSMC

Academic 6 8 9 6 3
reputation
All women 7 9 3 3 3
Cost 4 2 2 6 9
Proximity to home 3 2 2 6 9
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9
Library facilities 5 7 9 7 2
Attitude Score 163 142 153 131

=6*8+7*9+4*2+3*2+1*1+2*1+5*7

8-21
 What if the attribute
importance is changed
SAUNDRAS COLLEGE DECISION for HSMC?

Beliefs ()
Attribute Import. (I) CUHK HKU OUHK HSMC Import. (I)
4
Academic 6 8 9 6 3
reputation
7
All women 7 9 3 3 3
8
Cost 4 2 2 6 9
3
Proximity to home 3 2 2 6 9
-2
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9 2

Library facilities 5 7 9 7 2 5
Attitude Score 163 142 153 131 ?

=6*8+7*9+4*2+3*2+1*1+2*1+5*7

8-22
THE FISHBEIN MODEL: MARKETING IM
PLICATION

Capitalize on relative advantage:

convince consumers that particular
product attributes are important in brand
choice
Strengthen perceived product-
attribute linkage: if consumers dont
associate certain attributes with the
brand, make the relationship stronger
Add new attribute: focus on unique
positive attribute that consumer has not
considered
Influence competitors ratings:
decrease the attributes of competitors

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 McDonalds and Fairwoods are competing f
or the HSMC students lunch market. What
should Fairwoods tell HSMC students so th
at they will develop a better attitude tow
ards it?

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HOW DO MARKETERS CHANGE A
TTITUDES?
The communications model identifies several
important components for marketers when th
ey try to change consumers attitudes toward
products and services.

Reciprocity Scarcity

Authority Consistency

Liking Consensus
THE TRADITIONAL COMMUNICAT
IONS MODEL
AN UPDATED COMMUNICATIONS
MODEL
The consumer who processes a message is no
t necessarily the passive receiver of informat
ion marketers once believed him or her to b
e.
NEW MESSAGE FORMATS
M-commerce - marketers promote goods and
services via wireless devices
New social media platforms
Blogs and video blogs
Podcasts
Twitter
Virtual worlds
Widgets
THE MESSAGE
Several factors influence the effectiveness of a
message source.
The way a marketer structures his or her messag
e determines how persuasive it will be.
Should we use pictures or words?
How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
Should it explicitly compare product to competitors?
Should it arouse emotions?
Should it be concrete or based on imagery?
THE MESSAGE
Characteristics of Good and Bad Messages
Positive Effects Negative Effects

Showing convenience of use Extensive information on

components, ingredients,
nutrition
Showing new product/improved Outdoor setting (message gets
features lost)

Casting background (i.e., Large number of onscreen

people are incidental to characters
message)

Indirect comparison to other Graphic displays

products
TWO-FACTOR THEORY
HOW DO WE STRUCTURE ARGU
MENTS?
One-sided: supportive arguments
Two-sided: both positive and negative inform
ation
Refutational argument: negative issue is raised, t
hen dismissed
Positive attributes should refute presented negat
ive attributes
Effective with well-educated and not-yet-loyal a
udiences
COMPARATIVE ADVERTISING
Comparative advertising: message compares
two+ recognizable brands on specific attribut
es
Unlike McDonalds, all of Arby's chicken sandwich
es are made with 100% all-natural chicken
Negative outcomes include source derogation
TYPES OF MESSAGE APPEALS
Emotional versus Rational Appeals

Sex Appeals

Humorous Appeals

Fear Appeals
EXAMPLES

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ELABORATION LIKELIHOOD MOD
EL
 Central path Peripheral path

I need a car I just need a car

The price is great Sexy girls
High-performance Looks attractive
Top car of the year This is the car for me

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 Central path Peripheral path

Contents
Facts
Logic
CHAPTER SUMMARY
Attitudes are very powerful, and they are for
med in several ways.
People try to maintain consistency among th
eir attitudinal components and their attitude
s and behaviors.
The communications model includes several i
mportant components which can be influenc
ed by marketers to enhance the persuasivene
ss of the message.