Chapter 7 Attributes Flashcards
what is a attitude
Lasting, general evaluation of people, objects, advertisements, or issues (Ao)
Functional theory of Attitudes
- Utilitarian function
- Value expressive function
- Ego-defensive function
- Knowledge function
Utilitarian Function
relates to rewards and punishments
ex. high school boys wear cool brands so they fi tin
Value expressive function
expresses consumers values or self concept
ex. A consumer supports greenspace because he places much value on environmentalism
Ego defensive function
protect ourselves from external threats or internal feelings
ex. smokers discount information that suggests that smoking is bad for their health
Knowledge function
need for order, structure, or meaning (routine)
ex. a consumer is very loyal to apple products and believes that they are best, thereby simplifying their search efforts
ABC model of attitudes
attitude has three components
1. affect: feels (heart)
2. behaviour: Intentions to act (wallet)
3. cognition: Beliefs (head)
Hierarchies of Effects (based on motivation)
High involvement
cognition –> affect –> behaviour: ATTITUDE based on cognitive information processing (think, feel do)
- think about the shoes, like the shoes, buy the shoes
Low involvement
cognition –> behaviour –> affect: ATTITUDE based on behavioural learning processes (think, do, feel)
- notice shampoo is on sale, buy the shampoo, shampoo smells good
Experiential
Affect –> behaviour –> cognition: ATTITUDE based on hedonic consumption (Feel, do, think)
- smell the perfume smells good, buy it impulsively, get home and think was it worth it
experimental hierarchy
Model that suggests we act on the basis of out emotional reactions and intuitive feelings about the choice or product
ex. outdoor advertisements
how do we form attitudes
- attitude commitment
- internalization
- identification
- compliance - consistency principle
- principle of cognitive consistency
- self perception theory
- social judgment theory
- balance theory
- cognitive dissonance theory
internalization
- highest level of involvement
- deep seeded attitudes become part of consumers value system
- Example a person who is passionate about sustainability might avoid fast fashion to protect environment
identification
- mid level of involvement
- attitudes formed in order to conform to another person or group
- buys shoes because your favourite celebrity wears them
compliance
- lowest level of involvement
- consumer forms attitude because it gains rewards or avoids punishments
principle of cognitive consistency
- value/seek harmony among thoughts, feelings, and behaviours
- you think of yourself as eco friendly buy buy a gas suv
theory of cognitive dissonance
- is the uncomfortable feelings when your thoughts and actions don’t add up
- ex. You want to be healthy, but you don’t eat healthy or exercise
- when a consumer is confronted with inconsistencies among attitudes action is required to resolve the “dissonance”
- such as post purchase dissonance (ex. regret)
self perception theory
- individuals come to “know” their own attitudes by inferring them from observations of their own behaviour
–> foot in the door technique (start with a small request)
–> door in the face technique (comply with the second one)
Ex. Alex donates $5 to a local animal shelter after seeing a ad
He begins to form or reinforce his attitude about being an animal lover based on his own behaviour (donating)
Foot in the door - asks him to sign a petition, later asks him for a donation he is mostly likely to say yes
Door in the face - charity asks him to donate 100 dollars he says no, they ask for 10 he is more likely to say yes Door
social judgment theory
- we interpret new information about attitude in light of what we already know/feel
- latitude of acceptance (ideas we agree with)
- latitude of rejection (ideas we strong disagree with)
balance theory
- considers relations among elements a consumer might perceive as belonging together (“celebrity and influencer endorsements”)
- involves triad attitude structures
–> person, perception of attitude object, perception of other person/object - you like Taylor swift
- Taylor drinks coke
- you like Taylor and coke positive toward coke
Multi Attribute models
consumers attitudes toward an attitude object depends on beliefs they have about several or many attributes of the object
- attributes (features, price)
- beliefs
- important weights
Example want to buy a phone
Attributes - camera quality, price
Beliefs - you care most about price
3 elements of multi attribute models
Attributes of AO (e.g., college)
– Example: scholarly reputation
Beliefs about AO
–> Example: University or College is strong academically
Importance weights
–> Example: stresses research over athletics
(look at the slides)
difference between intention and behaviour
- ” do as i say, not as i do”
- social pressures includes us ex. ATM line gets bigger a person feels like they should hurry and speed up their transaction
behaviour
refers to an action or reaction, the way we act or respond to things
- ex. speaking, walking
intention
is a prior conscious decision or a plan to perform a specific behaviour
- ex. intending to go to the gym,
