Attitudes

https://www.youtube.com/watch?v=
msczklmNj6E
 Attitudes and Influencing Attitudes

An attitude is an enduring organization of

motivational, emotional, perceptual, and
cognitive processes with respect to some
aspect of our environment.
A learned predisposition to behave in a consistently
favourable or unfavourable manner with respect to a
given object.
Towards Brands/People/Firms/Politics
I am scared of Elevators

Elevators are Risky

I will always avoid Elevators

Tricomponent Attitude Model

Cognition
 The Tricomponent Model

Components

• Cognitive The knowledge and

perceptions that are
• Affective acquired by a
• Conative combination of direct
experience with the
attitude object and
related information
from various sources
 The Tricomponent Model
Nestlé Good Food, Good Life - #ShareYourGoodness (30 Secs)
https://www.youtube.com/watch?v=PwA2t_wIUsM

Components

• Cognitive A consumer’s
emotions or feelings
• Affective
about a particular
• Conative product or brand
 The Tricomponent Model

Components

• Cognitive The likelihood or

tendency that an
• Affective
individual will
• Conative undertake a specific
action or behave in a
particular way with
regard to the attitude
object
 Attitude Components

Attitude Component Consistency

 Attitude Change Strategies

 Change the Cognitive Component

 Change the Affective Component

 Change the Behavioral Component

 Attitude Change Strategies

 Change the Cognitive Component

 Change the Affective Component

 Change the Behavioral Component

 Attitude Change Strategies

 Change the Cognitive Component

 Change the Affective Component

 Change the Behavioral Component

 Individual and Situational Characteristics
that Influence Attitude Change
 Consumer Resistance to Persuasion

• Consumers are not passive to persuasion attempts

• Consumers are often skeptical (an individual

characteristic) and resist persuasion

• Consumers frequently infer an advertiser’s intent and

respond in light of that presumed selling intent.
 Individual and Situational Characteristics
that Influence Attitude Change
 Resisting Brand Attacks:

 Samsung is not Stable

 Samsung has many unnecessary additional features

 I have less anxiety about charging my mobile

 Discrediting

 Discounting

 Containment
 Individual and Situational Characteristics
that Influence Attitude Change

 Competitive Situation – Peripheral Cues (PC) can

influence persuasion under HI INVOLVEMENT in
competitive situations when:

• Central cues neutralize due to homogeneity across

competing brands (PC then becomes tie breaker).

• Attribute tradeoffs across central cues engenders

decision difficulty which PCs help to alleviate.

Hyundai http://www.youtube.com/watch?v=a6Vy3_ERISY

Dominos - http://www.youtube.com/watch?v=XP_aBwrXcE4
 How Can Marketers
Change Attitudes?
• Alter components of multiattribute model
– Increase belief ratings for the brand
– Increase the importance of a key attribute
– Decrease the importance of a weak attribute
– Add an entirely new attribute
– Decrease belief ratings for competitive brands
Wires that don’t catch Fire -
https://www.youtube.com/watch?v=XWl5TmPRRsg
https://www.youtube.com/watch?v=KVfK6oG-4Ws
 Communication Characteristics that
Influence Attitude Formation and Change
Source Characteristics
Celebrity sources widely used.

Effectiveness enhanced when

marketers match:
•image of the celebrity with
•personality of the product with
•actual or desired self-concept
of the target market. Match
APPEAL CHARACTERSTICS
APPEAL CHARACTERSTICS
 Communication Characteristics that
Influence Attitude Formation and Change
Appeal Characteristics

1. Fear Appeals

2. Humorous Appeals

3. Comparative Ads

4. Emotional Appeals

5. Value-Expressive versus Utilitarian Appeals

http://www.youtube.com/watch?v=s6TjlkF3pVU
 Communication Characteristics that
Influence Attitude Formation and Change
Appeal Characteristics
Value-expressive versus Utilitarian appeals
Value-expressive appeals Utilitarian appeals involve
attempt to build a personality informing the consumer of
for the product or create an one or more functional
image of the product user. benefits that are important
to the target market.

* Most effective for products * Most effective for functional

designed to enhance self- products
image or provide other
intangible benefits
 Communication Characteristics that
Influence Attitude Formation and Change
Message Structure Characteristics

1. One-Sided versus Two-Sided Messages

2. Positive versus Negative Framing

3. Nonverbal Components

https://www.youtube.com/watch?v
=5ThhgoWFHyc
 Communication Characteristics that
Influence Attitude Formation and Change
Message Structure Characteristics
Positive versus Negative Framing

Attribute Framing Goal Framing

Only a single attribute is the
focus of the frame.
For example, describing
Red meat as either
• 80% fat free (positive
frame)
or
• 20% fat (negative frame)
Message stresses either the
positive aspect of performing an
act or the negative aspects of not
performing the act.
For example, having a yearly
Dental Checkup
• Benefits of having dental checkup
emphasized (positive frame)
• Risks of not having dental
checkup
emphasized (negative)
 Self-Concept
Dimensions of a Consumer’s Self-Concept

https://www.youtube.com/watch?v=C1mgRaDGlKo&f
eature=youtu.be&t=24
 Self-Concept
Interdependent/ Independent Self-Concepts

Individuals with an Individuals with an

interdependent self- independent self-concept
concept tend to be tend to be

•Obedient •Individualistic
•Sociocentric •egocentric
•Holistic •Autonomous
•Connected, and •Self-Reliant, and
•Relation oriented •Self-Contained
 Self-Concept

The Relationship Between Self-Concept and Brand Image Influence

https://www.youtube.com/watch
?v=5OshdpiVqI0
 The Nature of Lifestyle

Lifestyle is basically how a person lives. It is how one

enacts his or her self-concept.

Influences all aspects of

one’s consumption behavior.

Is determined by the
person’s past experiences,
innate characteristics, and
current situation.