Attitudes Flashcards
Attitude
enduring organization of motivational emotional, perceptual, and cognitive processes with respect to some aspect of our environment. (LEARNED AND ENDURE)
Attitudes components
Initiator, component, component manifestation, attitude
Initiator
Stimuli: products, situations, retail outlets, sales personnel, advertisements, and other attitude objects.
component
affective (emotions or feelings), cognitive (beliefs), behavioral (action)
Cognitive component measurement
1.semantic differential scale
2.Multi-attribute (MA) attitude models
Semantic differential scale
not only measure your attitudes towards different attributes, but also forces you to rate the importance of attributes towards you.
Affective component : measuring feelings or emotional reactions to an object
Likert scale
Behavioral component : measuring actions or intended actions
Factors that may account for inconsistencies in attitudes
1.Lack of need
2.Lack of ability
3.Relative attitudes
4.Attitude ambivalence
5.weak beliefs and affect
6.interpersonal and situational influences
Changing the cognitive component
1.change beliefs
2.Shift Importance
3.add beliefs
4.change ideal
Changing affective component
1.classical conditioning
2.Affect towards the ad or website
3.mere exposure
Changing behavioural component
operant conditioning, product trials (coupons, free samples, pop displays, tie-in purchases, price reductions)
Characteristics that influence attitude change
1.Individual and situational characteristics
2.communication characteristics
Individual and situational characteristics
-cue relevance and competitive situation : ELM (how attitudes are formed and changed under varying conditions of involvement)
-customer resistance to persuasion
High involvement and low involvement
High: central
low: peripheral
