Chapter 7 Flashcards
Attitudes
The Functional Theory of Attitudes
- Utilitarian function
- Value-expressive function
- Ego-defensive function
- Knowledge function
ABC model of attitudes
Affect, behaviour, cognition.
Affect
The way you feel about the attitude object.
Behaviour
What you intend to do with regards to the attitude object
Cognition
What you think/believe about the attitude object.
Donating blood example 1
Question: What is your attitude towards donating blood?
Cognition: blood donations, help, sick people, and save lives.
Affect: I feel the donating blood is very nice.
Behaviour: I will probably donate blood.
Donating blood example 2
Question: what is your attitude towards donating blood?
Cognition: blood donations, pain, nausea, and health risks.
Affect: I feel the donating blood is very scary.
Behaviour: I probably won’t donate blood.
Hierarchy of effects
High involvement: beliefs –> affect –> behaviour –> attitude (based on cognitive information processing)
Low involvement: beliefs –> behaviour –> affect –> attitude (based on behavioural learning processes)
Experiencial/Zajonc’s Model: affect –> behaviour –> beliefs –> attitude (based on hedonic consumption)
The high Involvement hierarchy
This is the standing learning hierarchy. it assumes high consumer involvement, as well as cognitive learning such as problem-solving, and motivation to process information. This often result in strong brand loyalty.
Meaning, they make an informed decision based on research and problem-solving in order to find the best shampoo for them.
Low involvement hierarchy
The consumer does not have strong brand preference and is not motivated to process information. the evaluation is formed after the fact, caused by classical and instrumental conditioning.
Meaning, they buy the new shampoo and test it out, then decide whether they do or do not like it.
The experiential hierarchy
Consumers act based on their emotions.
Meaning they experience a bad haircut and fuelled by their anger or disappointment purchase any shampoo they believe will make them feel better, then for their opinion on this shampoo.
Attitude commitment
Art degree of commitment is related to the level of involvement with the attitude object.
Compliance: superficial
Identification: social consequences
Internalization: part of someone’s value system, loyalty.
Principle of cognitive consistency
We value harmony among our thoughts, feelings, and behaviours
Cognitive dissonance
This arises from choosing between two or more desirable options.
Are desire for harmony, motivates us to reduce dissonance: eliminate behavior, belief, or change and attitude
Strategic applications of the multi-attribute model
- capitalize on relative advantage: convince consumers that certain product attributes are important in brand choice
- strength and perceived product and attribute linkages: if consumers don’t associate certain attributes with make the relationship stronger.
- add a new attribute: focus on a unique positive attribute that consumers have not considered
- influence, competitors ratings: downplay, or decrease the appeal of the attributes/features of competing brands.
Extended Fishbein Model = Theory of Reasoned Action (TORA)
TORA considers other elements of predicting behaviour:
- intentions versus behaviour: this means measure behavioural intentions, not just intentions
- social pressure: acknowledge the power of other people in purchasing decisions
- subjective norm: what we believe other people think that we should do
- attitude towards buying: measure attitude towards the act of buying, not just the act towards the product
Obstacles to predicting behaviour
(based on TORA model)
1. doesn’t deal with outcomes of behavior, including those beyond the consumers control
2. Doesn’t consider unintentional behavior, such as impulsive act, or novelty seeking
3. Does not adjust for level of abstraction
4. Does not consider the timeframe between attitude, measurement, and behaviour.
5. Does not differentiate between consumer’s direct, personal experience, and indirect experience.
