Chapter 8 Flashcards
Define attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object
What is the attitude object?
Specific consumption/marketing concept such as product, category, brand, advert. “focal” point. “what is their attitude towards X”
Are adverts a learned predisposition?
Yes, attitudes relating to purchase behaviour are formed as a result of direct experience with the product, WOM, advertising.
Are attitudes synonymous with behaviour?
No, they reflect a favourable/unfavourable evaluation of the attitude object. They may propel someone to behave
How consistent are attitudes?
We expect consumer behaviour to correspond with their attitudes. However it depends on the situation
Explain how attitudes occur within a situation
Events and circumstances can influence the relationship between an attitude and behaviour
o Specific situations can cause consumers to behave inconsistently with their attitudes
o Attitudes comes from a particular situation / application
Might have a proclivity to a certain brand but can’t afford
List the types of models of attitudes
o Tri-component model
o Multi-attribute model
o Theory of trying-to-consume model
o Attitude toward-the advert model
Describe the tri-component model and its elements
Attitude consists of three main components:
o Cognitive - Knowledge and perception acquired by combination of experiences with the attitude object and related information from various sources
o Affective - emotional feelings towards product/brand; evaluative; capture direct assessment of attitude object (happy, sad, anger)
o Conative - likelihood that an individual will undertake specific action/behave towards attitude object; expression of consumer’s intent to buy
List the three multi-attribute models
- Attitude-toward-object model:
- Attitude-toward-behaviour model:
- theory-of-reasoned-action model
Describe the Attitude-toward-object model:
function of the presence of certain product-specific attributes; favor those with adequate no. of positive attributes, disdain for those without adequate or negative attributes
Describe the Attitude-toward-behaviour model:
This looks at the behaviour or acting with respect to an object rather than the object itself (attitude about buying a BMW, maybe far away dealership)
Describe the Theory-of-reasoned-action model:
Takes into account attitude and subjective norms -> intention - >
TPB - adds control
Describe the theory of trying to consume model:
Accounts for when actions aren’t certain but instead shows the attempts of a consumer’s consumption
Examples: failure of stove, try stop smoking
Describe the attitude towards advert model:
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the
result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
How are attitudes learned?
– Conditioning & experience
– Knowledge & beliefs
What sources influence the formation of attitudes?
– Personal experience
– Influence of family
– Direct marketing and mass media
How does personality influence formation of attitudes?
– High need for cognition: value product-related info
– Low need for cognition: value attractive/famous person
List the 5 strategies of attitude change: NB
- Changing the basic motivational function
- Associating the product with an admired group/event/cause
- Resolving two conflicting attitudes
- Altering components of the multi-attribute model
- Changing beliefs about competitors’ brands
According to the changing motivational function strategy, attitudes can be classified in terms of four functions:
- Utilitarian - product in past been helpful=favourable attitude; show people product has use they haven’t considered
- Ego-defensive - Self-image must be protected by securing a sense of security and personal confidence = acknowledge this
- Value-expressive - attitudes are expression of consumers general values; a positive attitude towards a product in specific segment means likely positive attitude to another in same segment
- The knowledge function - cognition need (need to know about product)
Strategy: Associating the product with an admired group/event/cause
By having an attitude to a cause, sponsoring the cause leads people to develop same attitude to sponsor. Cause correlated to sponsor.
Strategy: Resolving two conflicting attitudes
change can often lead to conflict among two different attitudes
= If consumers see that there is no conflict between one of their attitudes and another attitude, they may change their mind.
Strategy: Altering components of the multi-attribute model
- Changing relative evaluation of attributes - cross over natural differences
- Changing brand beliefs - most common - “product has more, is better”
- Adding attribute - improvement from technological advancement
- Changing overall brand rating - “worlds best selling”
Strategy: Changing beliefs about competitors brands
“their product causes x”
Define cognitive dissonance theory
discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Define attribution theory
A theory concerned with how people assign causality to events on the basis of their own or other people’s behaviour. “why did i do this”
Attribution theory: Self-perception theory:
Consumers look at their own behaviour to infer attidude
Consumers who internalise attribution will give themselves credit; those who externalise attribution will give the program credit
defensive attribution theory - accept credit personally and blame failure on others
Explain the foot-in-the-door technique
Compliance with small request affects subsequent compliance with larger request
Door-in-the-face technique
Big request followed by reasonable request
Attribution towards others
WHY is this other person acting or saying this thing, are they genuine or trying to sell
Attribution towards things
Why does this product meet or fail expectations
How we test our attributions:
→ Distinctiveness: Consumer attributes an action to a particular product/person if the action occurs when the product/person is present and does not occur in its absence
→ Consistency over time: When both the product/person is present, and the
consumers’ inference/reaction must be the same or nearly so
→ Consistency over modality: The interference/reaction must be the same even
when the situation in which it occurs varies
→ Consensus: The action is perceived in the same way by other consumers
