Attitude Formation

Question 1

In terms of attitude / behaviour, what are situational factors?

Answer 1

Situations and external factors can affect your attitude + behaviour

1. Norms & rules = social rules / acceptability can dictate attitude + behaviour
2. ‘Scripts’ = consumers can be so aware of how and what they should think / do that they do not always realise their own attitude

Question 2

In terms of attitude/ behaviour, what is self- monitoring?

Answer 2

Low self-monitors have more consistency
High self-monitors have less consistency

Issue - consumers can switch between low / high self- monitors

Question 3

In terms of attitude/ behaviour, what is direct experience?

Answer 3

Attitudes formed from direct experience are less likely to be influenced, therefore behaviour can be more predictable

Question 4

In what two ways can a consumers behaviour differ based on their attitude?

Answer 4

Attitudes differ in their structure / strength which moderates attitude - behaviour link

• General VS specific attitude = attitudes can changed based on your environment
• Attitude strength = strong attitudes can predict behaviour, however your feelings can differ from your beliefs

Question 5

What are the characteristics of attitude?

Answer 5

• Attitudes are learnt through socialisation
• Attitudes are global, emotional evaluations
• Influence thought and action

Question 6

What is an attitude?

Answer 6

• Communicated through actions
• Psychological construct, mental and emotional characterisation
• Influences thoughts + actions

Question 7

Why is belief and value insights important for marketers?

Answer 7

• Inform why an attitude is held by consumers

- Allows attitudes to be influenced

Question 8

What are beliefs?

Answer 8

• Beliefs are apart of attitudes
• Beliefs are not facts
• Beliefs can attach attributes to products

Question 9

What are values?

Answer 9

• Ideals guide principles, values construct attitudes

Question 10

What are the issues with attitude and behaviour insights?

Answer 10

• Attitude cannot predict behaviour
• Behaviour is affected by quality of attitude, personal characteristic and situational factors
• Interests can be varied and can change

Question 11

What is the ABC model? Explain the different categories within the model.

Answer 11

The ABC model is an attitude formation theory.

Categories:

• Standard learning = C [think] - A [feel] - B [do]
• Low Involvement = B [do] - A [feel] - C [think]
• Experiential = A [feel] - C [think] - B [do]

Question 12

What are methods of attitude formation?

Answer 12

• Functional theory of attitudes
• Utilitarian function
• Value expressive function
• Ego defensive function
• knowledge function
• ABC Model & Hierarchy of effects