c7: attitudes

• attitude is the lasting, general evaluation of people, objects, or issues. it helps to determine a number of preferences and actions
• the Functional Theory of Attitudes by Daniel Katz states Attitudes exist because they serve some function that are Determined by a person’s motives
• Marketers emphasize the function a product serves for consumers (ie. what benefits it provides) to appeal to consumer's attiudes
• the functional theory of attitude by katz says that attitudes exist because they serve some function
• an UTILITARIAN FUNCTION Relates to rewards and punishments
• a VALUE-EXPRESSIVE FUNCTION Expresses consumer’s values or self-concept
• the EGO-DEFENSIVE FUNCTION Protects ourselves from external threats or internal feelings
• the KNOWLEDGE FUNCTION is the Need for order, structure, or meaning
• attitude can be represented by the abc model, consisting of 3 components:

  1. affect
  2. behaviour
  3. cognition
• Affect is The way a consumer feels about an attitude object
• Behaviour is a Person’s intentions to do something with regard to an attitude object
• Cognition is the Beliefs a consumer has about an attitude object
• the Hierarchies of Effects refer to the Impact or importance of attitude components depends on consumer’s motivation toward attitude object
• the High-Involvement Hierarchy involves a Consumer “bonding” with A product over time and isN'T easily persuaded to TRY other brands. THEY Seek out information, weigh alternatives, and come to a thoughtful decision.
• A Low-Involvement Hierarchy IS WHEN A Consumer doESn't have strong brand preference. THEY ARE swayed by simple stimulus (response connections)
• ZAJONC’S Model (experiential hierarchy of effects) STATES THAT we act on the basis of our emotional reactions
• We form attitudes toward objects other than the product WHICH can influence product selections. We often form product attitudes from ads
• CLASSICAL CONDITIONING CAN BE USED TO FORM ATTITUDES BY REPEATING OFTEN
• Instrumental conditioning CAN FORM ATTITUDES THROUGH Reinforcement AND modeling
• Attitude Commitment IS THE Degree of commitment related to level of involvement with attitude object
• ATTITUDE COMMITMENT-Highest level-INTERNALIZATION: deep-seeded attitudes become part of consumer’s value system
• ATTITUDE COMMITMENT-Mid-level-IDENTIFICATION: attitudes formed in order to conform to another person or group
• ATTITUDE COMMITMENT-LOWEST LEVEL-COMPLIANCE: consumer forms attitude because it gains rewards or avoids punishments
• THE PRINCIPLE OF COGNITIVE CONSISTENCY STATES THAT WE VALUE AND SEEK HARMONY AMONG THOUGHTS, FEELINGS AND behaviours. WE WILL CHANGE TO MAKE THEM CONSISTENT
• THE Theory of cognitive dissonance SHOWS THAT When a consumer is confronted with inconsistencies among attitudes or behaviours, THEIR action is required to resolve the “dissonance”. FOR EXAMPLE THE 2 COMMON SIDES OF THE SMOKING ARGUMENT WILL FORCE A CONSUMER TO RESOLVE THE DISSONANCE BY CHOOSING TO SATISFY THE URGE TO SMOKE OR stopping ALL TOGETHER.
• Post-purchase dissonance occurS in situations wheN A consumer has a more than 1 favourable alternative TO THEIR CHOICE. THE dissonance resolution IS to commit to the chosen object even more after purchasING
• self-perception theory is the idea that we use observations of our own behaviour to determine our attitudes
• the social judgment theory assumes that We assimilate new information about attitude objects in light of what we already know and feel. our intial attitude is the frame of reference
• the Balance theory Considers relations among elements a consumer might perceive as belonging together. it involves 3 components:

  1. Person
  2. Perception of attitude object
  3. positive or negative Perception of 3rd-person or object
• 1. Monica dates Jerry; Monica has positive sentiment toward Jerry
  2. Jerry got a new tattoo; Jerry has positive attitude toward tattoo
  3. Monica doesn’t like men with tattoo; has negative sentiment toward tattoo

  
• Consumers often like to publicize their connections with successful people or organizations to enhance their own standing, this is referred to as basking in reflected glory. for example, Budweiser released a limited edition “Fan Brew” beer for Winnipeg Jets fans.
• the Multi-Attribute Attitude Model suggest that Consumer’s attitudes toward an attitude object depends on beliefs they have of the attributes of the object
• the 3 elements of the multi-attribute attitude model are the:

  1. attributes of the attitude object (ie. reputation)
  2. beliefs of the attitude object (ie. uni is strong academically)
  3. important weights (ie. research > athletics)

  we can give each of these elements a score to rank them based on their attributes
• A0 = attitude object
• the Fishbein Model Measures Salient beliefs about the attitude object, Object-attribute linkages and Evaluates each attribute
• a Strategic Application of Multi-Attribute Model is to Capitalize on relative advantage by Convincing consumers that product attributes are important in brand choice
• a Strategic Applications of the Multi-Attribute Model is to Influence competitors’ ratings by Decreasing the attributes of competitors
• a Strategic Applications of Multi-Attribute Model is to Add a new attribute like focusing on a unique positive attribute that consumer has not considered
• a Strategic Applications of MultiAttribute Model is to Strengthen perceived product/attribute linkages. If consumers don’t associate certain attributes with the brand, make the relationship stronger
• the Theory of reasoned action Considers other elements of predicting behaviour