Attitudes

Topic 4

Agenda
Attitude - Definition Models of attitudes
Fishbein Model The ELM

Marketing Implications of Both The Cognitive Response Model Summary

Okay, so can anyone tell me what attitude means?

In laymans terms or technical terms?

Attitude - Definition
Attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favour or disfavour
Eagly and Chaiken 1993

Thus, it is an evaluative judgment

How much you like/dislike

It is a tendency, rather than a disposition

It is enduring for a short time at least

The entity maybe a person, object, animal or a brand

Attitude - Definition
Attitudes consist of 3 components - the cognitive, affective and conative components Cognitions reflect the knowledge and thoughts about the attitude object
cognition has to do with head/intellect Volvo is a safe car Sundaram Finance is highly reliable

Affect refers to the emotions/mood evoked by the attitude object

Affect refers to heart Thus, Vicco Vajradanti cream evokes nostalgia

Attitude - Definition
Conative encompasses consumers behaviour/actions towards the attitude object
Also includes intention to buy For example, you decide to use dental floss

Models of Attitudes
Attitudes have been studied for a long, long time
Social psychology is preoccupied with attitudes Why? Why this attitude focus, anyone?

Models of Attitudes
Attitudes drive behaviour If you want a particular behaviour, shape attitudes Also, war time in US contributed to attitudes study
How to make soldiers attitudes positive How to make them resistant to enemy propaganda

Models of Attitudes
How to make the enemy susceptible to our propaganda e.g. leaflets in Iraq, Afghanistan

Models of Attitudes
Hence, plenty of theories and models We focus on two main ones
The Theory of Reasoned Action The Elaboration Likelihood Model

The Theory of Reasoned Action

Proposed By Ajzen and Fishbein in 1975 This theory stated that ones attitudes influence behaviours by their influence on intentions, which are decisions to act in a particular way B = BI = w1AB + w2SN B= Behaviour; BI = Behavioural Intention; AB = Attitude toward the behaviour; SN = Subjective norm; W1, W2: empirical weights

The Theory of Reasoned Action

Beliefs that the behavior leads to certain outcomes Evaluations of the outcomes

Attitude toward the behavior

Beliefs that specific referents think I should or should not perform the behavior

Relative importance of attitudinal and normative components

Intention

Behavior

Motivation to comply with the specific referents

Subjective norm

The Theory of Reasoned Action

How is Attitude Toward Behaviour shaped?
AB = Summation of biei bi = subjective prob that the behaviour leads to some consequence i ei = evaluation of consequence i What about subjective norms, then?

The Theory of Reasoned Action

SN is Summation of bjmj bj = normative belief (subj prob) that some referent j thinks one should perform the behaviour mj = motivation to comply with that behaviour

The TORA - An Illustration

Will people donate blood? What are some Mktg Implications?

The TORA - Mktg Implications

Can make a particular belief stronger/weaker Can add new beliefs Can influence/reinforce subjective norms Can alter importance of the beliefs/subjective norms The main thing is that TORA addresses behaviours

The ELM
The ELM was propounded by Petty and Cacioppo in the 1980s Both psychologists

Nature of cognitive processing (initial attitude, argument quality, etc.) Favorable thoughts predominate Unfavorable thoughts predominate Neither or neutral predominate

The ELM
Central Route Occurs when Need for cognition is high Involvement is high Motivation is high Message Arguments are present i.e argument quality is strong Peripheral Route Occurs when Need for cognition is low Involvement low Motivation low Peripheral Cues are present Mktg Implications?

Marketing Implications - ELM

Try and heighten involvement How? For high involvement products, try and give message arguments

Marketing Implications - ELM

Make it personally relevant Think of Saffola Made cooking oil category high involvement by stressing on heart problems Use affective appeals
When something is fun, consumers participate

Marketing Implications - ELM

For example, some airlines in China make the safety drill fun! IPL brought in new customers this way

Use celebrity advertisements

Film actors for PCs

Think Pepsi, Coke

Why advertise so much when consumers know what they are?

Use fear appeals

Problem? Solution?

Marketing Implications - ELM

Too much fear means blocking communication
e.g. reading sports page when India loses to Pakistan in cricket Gory images means consumers do not process them

Instead, use moderate fear appeals

And give solution Eg. life insurance

Marketing Implications - ELM

The main thing is to strike a chord
E.g. Dettol fights germs Complan says tall kids Boost says secret of energy 2-minute noodles a great success Taps into sensitivity of consumers

Should you buy RO/UV or Pureit type of purifier? How did they raise involvement?

Marketing Implications - ELM

San Francisco asks consumers to pay for garbage by weight
Simple solution! Garbage dropped 50%!

Marketing Implications - ELM

Keep customers engaged
IPL cricket attax cards for kids Interaction in class students enjoy Sunsilk Gang of girls kind of site is partly for this Drive them to social media like Facebook, Twitter etc

Marketing Implications - ELM

Ritual marketing, festival marketing all do this
Makes it relevant Buy jewelry on Danteras, Akshaya Tritiya Makes the consumer think am I missing out? Thus, even irrelevant products like cars, durables report huge increase in sales

Marketing Implications - ELM

Enhance curiosity
Teaser campaigns

Creatively done campaigns stand out and get the message home
E.g. the smoking ad we saw

But all in all, quite tough

More research is called for Social problems like drinking, poor health due to indifference

Marketing Implications - ELM

For high need for cognition people, try and give message arguments How to find out high need for cognition people? Those who read the Economist, for example, or JMR or watch Financial programmes on CNN

Marketing Implications - ELM

For low involvement people/products, have peripheral cues like Celebrity endorsers Positive mood, touchy feely feelings Hence, most TV ads evoke emotion Low involvement while watching ads, even for high involvement products

Marketing Implications - ELM

For high involvement consumers, direct marketing is good

You have their profile from databases

For very low involvement consumers, use display, POP, merchandising For very high involvement levels, advertising is insufficient; personal selling is needed Comparison ads: for which route? Thus, has plenty of implications for marketing communications Key thing is one size does not fit all Same communication strategy for all pleases no one

Attitude Change
Several times, existing attitudes need to be changed Any examples when?

Attitude Change
Repositioning a particular product, for example Tanishq would be an example Marlboro another famous one do you know when? Also many policy issues can smoking be rendered uncool? How to change an existing attitude?

Attitude Change
Again, use the frameworks discussed so far Alter beliefs about the brand, if one uses Fishbein Else, work on subjective norms Use the ELM framework

Summary
Attitudes are very important Attitudes shape behaviour Attitudes towards ad and brand are very important Companies try to shape these always