Lecture 3

Question 1

Attitude

Answer 1

“A learned PREDISPOSITION to respond in a
consistently favourable or unfavourable fashion in relation to some object”

“A person’s EVALUATION (evaluative summary) of an object (on a favourable to unfavourable
continuum)”

Object: experience, person etc.

Question 2

Why do we care about attitudes?

Answer 2

Attitudes exert quite an influence on consumer behaviour towards objects

Can influence responses to new products (meat replacements e.g.) or responses to brands and labels etc.

Question 3

Functional perspective

Answer 3

• Stable
• Saved in memory
• Serve general functions (predictable)
• Expectancy-value model
• Theory of planned behaviour
• ABC model of attitudes
• Attitudes never change
• Strong attitudes don’t change (stable)
• Attitude change = change in memory representation/beliefs
• PAST model
• Stable-entity perspective/file-drawer perspective/memory-based view

Question 4

Constructive perspective

Answer 4

• Temporary
• Dependent on context (formed every time in new context/situation)
• Serve specific goals (help reach them and if goals change, attitudes change)
• Attitudes always change
• Weak attitudes change (depend on context)
• Attitude change = different set of info activated (change context/goal-match)
• constructionist view/in-the-moment evaluation

Question 5

Utilitarian function

Answer 5

Seeking rewards, avoiding punishment

E.g. looking more confident while chewing gum

Question 6

Value-expressive function

Answer 6

Expressing important aspects of oneself (looking good)

E.g. nike advertisement of free yourself

Question 7

Ego-defensive function

Answer 7

Defending our self-image (defending ego against threats)

E.g. AXE advertisement against excessive sweating

Question 8

Knowledge function

Answer 8

Forming accurate view of the world

E.g. advertisement for making art for sick sister

Question 9

Tricomponent model of
attitudes
(ABC-model)

Answer 9

Cognition + behaviour + affect

Different sequences influence the process of forming an attitude

Question 10

Uni-dimensionalist
model of attitudes

Answer 10

One dimension; only affect

Question 11

Beliefs vs attitudes

Answer 11

Beliefs: e.g. otters sleep holding hands (doesn’t have to be correct)

Attitude: sum of beliefs x subjective evaluation (like it or not) –> otters are cute

Question 12

Formation of attitudes (similar to expectancy-value model) - 1st part of theory of planned behaviour

Answer 12

Cognitive beliefs (from memory - expectancies) x evaluation (value) –> behaviour

Requires effort and time

Question 13

High-involvement attitudes

Answer 13

Cognition –> affect –> behaviour

Think carefully –> experience –> testing and buying

E.g. buying an electronic car or mobile phone (takes effort and time)

Question 14

Low-involvement attitudes

Answer 14

Cognition –> behaviour –> affect

Limited thoughts beforehand –> buying –> experience

E.g. buying ice cream when it’s hot

Question 15

Emotional attitudes

Answer 15

Affect –> behaviour –> cognition

Emotional purchase

Question 16

Behavioural attitudes

Answer 16

Behaviour –> cognition –> affect

Just buy –> try it out –> feelings

No thoughts whatsoever

Question 17

PAST model

Answer 17

Attitude change =
form a new attitude,
old attitude = label “ false”

(“Past attitudes are still there”)

Question 18

How are attitudes formed?

Answer 18

Emotions + goals x situation (context)

Question 19

PAST model
ELM model (see also book p. 237)
APE model
Mere exposure effect
Evaluative conditioning (see also book p. 136)
Embodied cognition
Persuasion
Selective exposure (see also book p. 173)
Saying-is-believing effect
66

Question 20

Changing attitudes: “Intuitive route”

Answer 20

• Peripheral route (ELM model)
• Associative processing (APE model)
• Low motivation route (persuasion)

Question 21

Changing attitudes: “Cognitive route”

Answer 21

• Central route (ELM model)
• Propositional reasoning (APE model)
• High motivation route (persuasion)