Chapter 7: Attitude Formation Flashcards
What are attitudes?
Lasting general evaluation of people, ideas, entities
Attitudes endure over time
Attitude object:
what an attitude is held toward
Model of attitude formation (what makes an attitude)
ABC
Affect: feelings
Behaviour: intentions
Cognition: beliefs
Why we need to understand attitude formation
want to understand the A-B gap so can stop bumping into it
Why do attitudes exist?
Attitudes exist because they serve some function for the person (Katz)
Utilitarian: rewards / punishment
Value expressive: e.g. lifestyle analysis
Ego-defensive: external / internal threats
Knowledge: ex. Product choice
3 types of Hierarchy of Effects
High involvement hierarchy
Low involvement hierarchy
Experiential hierarchy
High Involvement Hierarchy
A problem solving process
Cognitions —> Affect —> Behaviour
Consumers respond mainly to knowledge about the product
Low Involvement Hierarchy
A behavioural learning process
Baseline Cognitions —> Behaviour —> Affect
Consumers respond mainly to peripheral stimuli (ex. Ad jingles, attractive spokespeople)
Experiential Hierarchy (Zajonc)
For hedonic consumption/ experiential goods
Affect —> Behaviour —> Cognitions
Consumers respond mainly to evoked emotions
Balance Theory
We tend to perceive relationships amongst objects that we see as belonging together.
to be balanced need to be +
is the triangle
- people’s tendency to change relations among elements to make them consistent or “balanced”
see balance in triads that consist of
A person perceiving these relationships (e.g., the customer)
An attitude object (e.g., the brand)
Another person/object (e.g., a spokesperson)
balance theory is at the heart of what
celebrity endorsements
levels of commitment highest to lowest
- Compliance
o Lowest level compliance is an attitude form becasue it helps gain rewards or avoid punishment from other
o Is superficial and based on convenience
o Ex: drinking coke because all friends do it - Identification
o When attitudes are formed so that the consumer will feel similar to another person or group
o Based on what is socially acceptable - Internalization
o Highest level of involvement
o Deep seated attitudes are internalized and become part of person value system
o Based on value system
o Hard to steal and loyal
brand switching
- :how individuals switch brand form one to another
o Can be easy or hard depending on how loyal a customer is
How we form attitudes
- cognitive consistency
- cognitive dissonance
- self-perception theory
- balance theory
- Cognitive consistency
o :cognitive consumers value harmony among their though
o feelings and behaviours and that they are motivated to maintain uniformity among these elements
need for harmony / consistency
there is willingness to change elements to attain harmony
promotions are more effective for hedonic purposes
- cognitive dissonance
o cognitive discomfort results from an individual holding logically inconsistent beliefs about an object or an event
o comes from consequences which influence you to run away from those feelings
o inconsistencies= dissonance =behaviour/ attitude modification
- self perception theory
o alternative explanation of dissonance effect that people use observations of there own behaviour to infer attitudes toward someone else
model to predict consumer attitudes
multi attribute attitude model most popular is fishbein
multi attribute attitude model
- Models that assume a consumers attitude (evaluation) of an object depends on beliefs he or see has about several or many attributes of the object
- Attributes
o Characteristics of AO,
o Most models assume that the relevant characteristics can be identified
o Ex: A0 is degree of freshness of produce in grocery store - Beliefs
o Extent to which A0 possesses an attribute.
o Measure asses the extet the consumer perceives that the brand possesses a particular attribute
o Ex: student think Safeway has the freshest produce - Importance weights
o Priority given to attribute some are more important than others - Attitudes = importance *beliefs
Marketing Application of the Multi-Attribute Attitude Models
Capitalize on relative advantage
Change perceptions
Add new attributes
Change importance of weights
Do Attitudes Predict Behaviour?
no as gap between a and b
theory of reasoned action
- Lack of perfect correlation between A-B
o People words are non consistent with their buying actions – think they will buy vs actions
o Add variables to better predict behaviour
variables
- behavioural intentions
- social pressure
- attitude toward buying
Social pressure
- Normative belief
o Others think an action should be taken
Types of norms
Descriptive norms - Covey information regarding what other people commonly do
- Ex hotel towels
Injunctive norms - Defined as normally what is commonly approved and disapproved by others
