Chapter 7: Attitude Formation

Question 1

What are attitudes?

Answer 1

Lasting general evaluation of people, ideas, entities
Attitudes endure over time

Question 2

Attitude object:

Answer 2

what an attitude is held toward

Question 3

Model of attitude formation (what makes an attitude)

Answer 3

ABC
Affect: feelings
Behaviour: intentions
Cognition: beliefs

Question 4

Why we need to understand attitude formation

Answer 4

want to understand the A-B gap so can stop bumping into it

Question 5

Why do attitudes exist?

Answer 5

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

Question 6

3 types of Hierarchy of Effects

Answer 6

High involvement hierarchy

Low involvement hierarchy

Experiential hierarchy

Question 7

High Involvement Hierarchy

Answer 7

A problem solving process
Cognitions —> Affect —> Behaviour
Consumers respond mainly to knowledge about the product

Question 8

Low Involvement Hierarchy

Answer 8

A behavioural learning process
Baseline Cognitions —> Behaviour —> Affect
Consumers respond mainly to peripheral stimuli (ex. Ad jingles, attractive spokespeople)

Question 9

Experiential Hierarchy (Zajonc)

Answer 9

For hedonic consumption/ experiential goods
Affect —> Behaviour —> Cognitions
Consumers respond mainly to evoked emotions

Question 10

Balance Theory

Answer 10

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”

Question 11

see balance in triads that consist of

Answer 11

A person perceiving these relationships (e.g., the customer)
An attitude object (e.g., the brand)
Another person/object (e.g., a spokesperson)

Question 12

balance theory is at the heart of what

Answer 12

celebrity endorsements

Question 13

levels of commitment highest to lowest

Answer 13

• 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

Question 14

brand switching

Answer 14

• :how individuals switch brand form one to another
  o Can be easy or hard depending on how loyal a customer is

Question 15

How we form attitudes

Answer 15

1. cognitive consistency
2. cognitive dissonance
3. self-perception theory
4. balance theory

Question 16

• Cognitive consistency

Answer 16

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

Question 17

• cognitive dissonance

Answer 17

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

Question 18

• self perception theory

Answer 18

o alternative explanation of dissonance effect that people use observations of there own behaviour to infer attitudes toward someone else

Question 19

model to predict consumer attitudes

Answer 19

multi attribute attitude model most popular is fishbein

Question 20

multi attribute attitude model

Answer 20

• 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

Question 21

Marketing Application of the Multi-Attribute Attitude Models

Answer 21

 Capitalize on relative advantage
 Change perceptions
 Add new attributes
 Change importance of weights

Question 22

Do Attitudes Predict Behaviour?

Answer 22

no as gap between a and b

Question 23

theory of reasoned action

Answer 23

• 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

Question 24

 Social pressure

Answer 24

• 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