Attitudes Flashcards
Explain implicit and explicit attitudes
Explicit: instrumental and affective attitudes. People are aware that they have these attitudes.
Implicit: mental associations between a concept (e.g. eating lettuce) and a favorable or unfavorable evaluation (e.g. positive or negative). People might be unaware that they have these attitudes.
• Both attitudes have shown to predict behaviour
• Explicit attitudes can be reported in surveys: e.g. Theory of Planned Behaviour. Implicit attitudes are harder to measure
• Implicit attitudes are often measured through reaction/response time differences between constructs and an evaluation.
Explain the ABC model
- Affective component: this involves a person’s feelings / emotions about the attitude object. For example: “I am scared of spiders”
- Behavioral (or conative) component: the way the attitude we have influences on how we act or behave. For example: “I will avoid spiders and scream if I see one”.
- Cognitive component: this involves a person’s belief / knowledge about an attitude object. For example: “I believe spiders are dangerous”.
- Affect-Behavior-Cognition: A person needs to make a decision that is low-cost, such as buying an ice cream. Affect might be more important than cognition here, as there is low risk in this action.
- Cognition-Affect-Behavior: A person needs to buy gas for their car. They know they need gas for the car to drive, but don’t want to spend the money. The cognition here wins over because it’s more important that the task be done than attending to your negative feelings about the task.
- Behavior-Cognition-Affect: A person buys a vacuum cleaner, which turns out to fail after a week. They re-assess how they think of the purchase (it wasn’t worthwhile!) and now have a negative affect (dislike for) toward the object or brand.
Explain the food-specific values, attitudes, and consumption behavior
Food-specific values, attitudes, and consumption behavior:
Direct-effects model: Values + Attitudes > Behavior (values do not influence attitudes - no mediation)
Full-mediation model: Values > Attitudes > Behavior
Partial-mediation model: Values > Attitudes > Behavior but also Values > Behavior
Adjusted partial-mediation model: Values > Attitudes > Behavior but also Values > Behavior
HOWEVER only for certain product categories.
Explain the Fishbein model
Fishbein model of consumer behaviour (also called theory of planned behavior or theory of reasoned action) attempts to explain the rationality of choice of the product by the consumer by using measure of his overall attitude towards object. This model helps to understand consumer decision making process and suggest different ways to influence it.
The Fishbein model distinguishes three basic variables:
• customer attitude towards particular object (Ao),
• beliefs that this object has certain attributes (benefits, values, features), it is result of prior knowledge, advertising, etc. (Bi).
• subjective evaluation of this attributes and positive outcomes, benefits from acquiring this object (Ei).
Symbolically, above variables can be presented in following formula
Attitude of the customer leads to particular behavioural intentions towards object (products, people, companies, and other things about which people hold their beliefs and attitudes). This behavioural intention usually proceeds particular action (most important for marketers is off course action of buying product from particular company).
What is the expectancy value theory?
Expectancy–value theory was originally created in order to explain and predict individual’s attitudes toward objects and actions. Originally the work of psychologist Martin Fishbein, the theory states that attitudes are developed and modified based on assessments about beliefs and values. Primarily, the theory attempts to determine the mental calculations that take place in attitude development.
Assumptions behind Expectancy-Value Models
• Attitudes have an effect on behaviour
• Attitudes are ‘accessible’, i.e. consumers are aware of them
Expectancy-Value Models
Relevant attributes
• Do I believe that the product possesses these attributes ?
• How do I ‘value’ these attributes (how important do I find them) ?
• > The model measures these elements
• My attitudes towards a cup of coffee is the sum of my beliefs about its characteristics (e.g., taste, caffeine, smell, price), weighted by my perceived importance of those characteristics.
• Expectancy-Value Models traditionally focus on functional attributes
• Measuring beliefs about and importance of affective attributes can be challenging
Which order in the ABC model would be most likely for using the DRS?
CBA – thinking about the pros and cons about DRS, using the DRS, feeling good about having done something good for the environment
• New users: high involvement - CAB
• When you have used a couple of times: low involvement - CBA
How could the expectancy value theory be applied to the DRS?
Having certain beliefs about the process of using the DRS + post-evaluation (did it live up to my expectations?) = Attitude
• Beliefs: positive attributes –> (functional: convenient, monetary) (affective: social, happy, safety)
• Measure the importance of each attribute by rating them
• Evaluation: made me feel like a good role model, easy to use
• Attitude: positive attitude towards DRS → likely to use again
