1.3 Theories of Attitudes Formation

Question 1

Definition: Attitude

Answer 1

A disposition to respond favorably or unfavorably to an object, person, institution, or event

• Affect: How a consumer feels about an attitude object
• Behaviour: His intention to take action about an attitude object
• Cognition: What he beliefes to be true about an attitude object

Question 2

Three Hierarchies of Effects Model

Answer 2

Based on cognitions on a low level, a person performs a behavior. Based on the subsequent affective reaction, an attitude is built.

Question 3

Example: Three Hierachies Effect Model

Answer 3

A person has little knowledge about detergents, no existing preferences and does not care much about detergents.

• Because it is on sale and makes a reasonable impression (Belief), the person decides
• to buy detergent X (e.g., Spee) (Behavior).
• The person experiences positive or negative affect (Affect). In the case of a positive affect, the initial rather neutral attitude becomes more positive.

Question 4

Theory of reasoned action (TRA) & TBA

Answer 4

Basic Assumptions (TRA):

1. The immediate antecedent of any behavior is the intention to perform the behavior
2. The stronger a person’s intention, the more he is expected to try, and hence the greater the likelihood that the behavior will actually be performed.

Determinants of intention (TRA & TBA):


• Attitude toward the behavior (personal factor):

Degree to which a person has a (un)favorable evaluation of the behavior question and is convinced that behavior has intended consequences

• Subjective norm (social factor):

Perceived social pressure to (not) perform the and willingness to act according to nor

• Perceived Behavioral Control (TBA):

internal belief that behavior can be performed (e.g., based on earlier experience) and perceived relief or impediments from external factors

Question 5

Example TBA

Answer 5

• Attitude to behaviour : Positive or negative
• Subjective probability that behavior leads to consequences: business outfit leads to getting the internship?
• Normative beliefs: attitude of social environment, e.g. the new colleagues would also wear business outfits and expect her to do the same
• Consent readiness: willingness to act with regard to others
• Control beliefs: perceived competence in finding and wearing appealing business outfits
• Perceived relief: situational relief (friends could help)