CHP 7: Attitudes Flashcards
What is an attitude?
A lasting, general evaluation of people (including oneself), objects, or issues
What are the 4 functions of attitudes?
- Explains how attitudes facilitate social behaviour
- Utilitarian - principles of reward and punishment; attitudes based on whether product provides pain/pleasure
- Value-Expressive - express the consumer’s self concept or central values; consume based on what the product says about the person
- Ego-Defensive - formed to protect the person, either from external threats or internal feelings
- Knowledge - formed as the result of a need for order, structure, or meaning; applied to ambiguous/novel situations or products
What is the ABC model of attitudes?
Affective - refers to the way a consumer feels about an attitude object
Behaviour - involves the person’s intentions to do something with regard to an attitude object
Cognition - refers to the beliefs a consumer has about an attitude object
What are hierarchies of effect?
concept used to explain the relative impact of the ABC model
varies depending on motivation & involvement
Explain the 3 hierarchies of effect
- High Involvement - Consumer “bonds” with the product over time and is not easily persuaded to experiment by other brands (strong brand loyalty)
* Seeks out a lot of information, carefully weigh alternatives, and come to a thoughtful decision - Low Involvement - no strong brand preference; swayed by marketing stimuli (e.g. packaging, jingles, etc.)
- Experiential - based on hedonic consumption
e.g. how one feels about a product? what emotions are derived from the product?
Describe the marketing message as an attitudinal object
- Attitude toward the advertisement (Aad) -predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion
- Influenced by:
- Attitude toward advertiser
- Evaluation of the ad execution
- Mood evoked by the ad
- The degree to which the ad affects viewers’ arousal level
- The context in which the ad appears
What is the consistency principle?
consumers value harmony among their thoughts, feelings, and behaviours, and they are motivated to maintain uniformity among these elements
consumers are willing to change their attitudes to make them consistent w/ experiences
What is cognitive dissonance?
- Two cognitive elements are inconsistent with each other
- Motivated to reduce the negative feelings due to the dissonance
- Aims at maintaining harmony
- Explains why evaluation increases after purchase - reassurance
- relevant to high involvement
- Dissonance reduction can occur by eliminating, adding, or changing elements.
What is self perception theory?
- Relevant to low involvement
- Form attitudes based on our behaviour, after the fact
- maintain consistency by inferring that we must have a positive attitude toward an object if we have bought or consumed it
- explains the FITD - observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request
What is social judgement theory?
- assumes that people assimilate new information about attitude objects in light of what they already know or feel
- initial attitude acts as a frame of reference
- Assimilation Effect - messages within the latitude of acceptance are more acceptable than
they actually are - Contrast Effect - messages fall in the latitude of rejection are more unacceptable than they
actually are
What is balance theory?
- considers relations among elements that a person might perceive as belonging together
What are multi-attribute models?
assume that a consumer’s attitude of an object will depend on the beliefs he or she has about several or many attributes of the product
- Attributes: product characteristics
- Beliefs: cognitions (thoughts) of these attributes
- Importance weights: relative priority of an attribute
What is the Fishbein Model?
Behavior = Attitude Strength x Motivation Strength
idea that an individual’s behaviour is determined by the strength of their attitude towards a particular behaviour, multiplied by their motivation to act on those beliefs
What are the marketing applications for the fishbein model?
Increase the importance of a key attribute
Increase the belief ratings of a brand
Add a new/unique attribute
Decrease the importance of a weak attribute
What are the limitations of the Fishbein Model? What theory accounts for the limitations?
It focuses on measuring a consumer’s attitude toward a product, not on predicting behaviour
Extended Fishbein’s model – theory of reasoned action
* Attitude toward buying
* Normative influence
* The intensity of a normative belief (”What I think others would want to expect me to do”)
* The motivation to comply (“How important it is to me to do what I think others expect”)
