Copyright © 2015 Pearson Education

Overview

First: Definition of Attitude

Second: Models of Attitudes

Third: Attitude Change

Chapter Eight
Slide
 Attitude

A learned predisposition to behave in a

consistently favorable or unfavorable
manner with respect to a given object.

Copyright © 2015 Pearson Education Slide 3 of 27

 Concepts of Attitudes

• The attitude is toward an object which may be a

store, product category , brand or anything else.
• Attitudes are a learned tendency, either through
direct experience or from others.
– This predisposition may lead to a favorable or
unfavorable behavior toward the object.
• Attitudes have consistency, but are not
necessarily permanent and can change over time.
• Attitudes occur within a situation.
 Attitude Formation

• Sources of attitude formation

– Personal experience, family and friends, media, the
Internet, and (increasingly) social media strongly
affect attitudes.
– A primary source of attitudes toward products is the
consumers’ direct experiences in trying and
evaluating them.
– Personality traits like need for cognition (craving
information and enjoyment of thinking) and
innovativeness affect consumer behavior.
Learning Objective 6.2

6.2 To understand the tri-component attitude model

and its applications.

Copyright © 2015 Pearson Education Slide 6 of 27

 Second: Models of
Attitudes

1-Tricomponent Attitude Model

2- Multiattribute Attitude Model

3- Attitude-Toward-the-Ad Model

These are models that attempt to

understand the relationships between
attitude and behavior.
Chapter Eight
Slide
 1- Tricomponent Model
The three components of attitude
are consistent.
This means that a change in one
attitude component tends to
produce related changes in the
other components.

Marketing mangers find it difficult

to influence the consumer’s
behavior (conation) directly to buy
the product, Cognition
instead, they
influence the behavior indirectly
by providing information, music or
other stimuli that influence a
belief (cognition) or feeling
Chapter Eight
(affect) about the product. Slide
 1- Tricomponent Model

Components –The knowledge and

perceptions that are
• Cognitive acquired by a
• Affective combination of direct
experience with the
• Conative object and related
information from
various sources (what
we learn from others)
–The belief we have
Chapter Eight
Slide
 1- Tricomponent Model

Components A consumer’s
emotions or feelings
• Cognitive about a particular
• Affective product or brand or
any other object.
• Conative
These feelings often tend
to be good or bad
feelings.
Chapter Eight
Slide
 1- Tricomponent Model

Components The likelihood or tendency

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

Example: tendency to buy a

certain brand or from a specific
store.

Chapter Eight
Slide
 2- Multiattribute Models

Attitude models that

examine the
Multiattribute composition of
Attitude consumer attitude in
Models terms of selected
product attributes or
beliefs

Chapter Eight
Slide
 2- Multiattribute Attitude Models
• Attitude is function of the
presence of certain beliefs
• The attitude-toward- or attributes with respect to
object model an object.
• Consumers will like a brand
• The attitude-toward- or product that has an
behavior model adequate level of attributes
• Theory-of-reasoned- that the consumer thinks are
action model important.
• Example: if you are buying a home, there
is a list of attributes that the home must have – 2
bedrooms, 2 bathrooms, air conditioning, and a
back yard. With this model, an attitude is
positive for the house that has the most of these
attributes.

Chapter Eight
Slide
 Attitude-Toward-Object Model

• Used to change
attitudes
• Ways
– Add an attribute
– Change perceived
importance of an
attribute
– Develop new
products
 2-Multiattribute Attitude Models
• Is based on how positive
someone's attitude is toward
• The attitude-toward- acting a certain way, for
object model instance purchasing a certain
brand.
• The attitude-toward- • The question is now how
behavior model likely are you to purchase
• Theory-of-reasoned- brand X rather than how
highly do you rate brand X.
action model • This reveals more about the
potential act of purchase
(behavior) than does simply
knowing the attitude toward
the product itself (object).
A study: factors the affect Attitude toward behavior of Online
Shopping
The attitude toward the behavior was measured by
how consumers view nine benefits of online
shopping, including: effectiveness, convenience,
information, safety, service, delivery speed, web
design, selection, and familiarity with company name.

Actual behavior

Chapter Eight
Slide
 2- Multiattribute Attitude Models
• The attitude-toward-object
model
• The attitude-toward-behavior
model
• Theory-of-reasoned-action
model
• Aims to explain the relationship
between attitudes and behaviors
within human action.
• It is mainly used to predict how
individuals will behave based on
their pre-existing attitudes and
behavioral intentions.
• An individual's decision to engage in
a particular behavior is based on the
outcomes the individual expects will
come as a result of performing the
behavior.
A Simplified Version of the Theory of Reasoned
Action
 2- Multiattribute Attitude Models
• The attitude-toward- • Represents cases where the
object model outcome of a contemplated
• The attitude-toward- action (e.g., a purchase),
behavior model stemming from a positive
attitude, is uncertain, but is still
• Theory of Reasoned being pursued by the consumer.
action • A person trying to consume
• Theory-of-Trying-to- faces two types of obstacles
consumer that may prevent the desired
outcome:
– 1. Personal impediments and
– 2. Environmental impediments.
OTHER MULTI-ATTRIBUTE MODELS
 3- Attitude toward-the-ad model

A model that proposes that a consumer

Attitude- forms various feelings (affects) and
judgments (cognitions) as a result of
Toward-the-Ad
exposure to an advertisement, which, in
Model turn, affect the consumer’s attitude toward
the ad and attitude toward the brand.

Chapter Eight
Slide
 1- Changing the Basic Motivational Functions
An effective way to change consumer attitudes toward a product or
brand is to change his four motivational functions:

Ego- Value-
Utilitarian
defensive expressive

Knowledge
Chapter Eight
Slide
 The Utilitarian Function

• We hold certain brand attitudes partly because of a brand’s

utility. When a person has been useful or helped us in the
past, our attitude toward it tends to be favourable.
• For eg; The ad for Lysol points out that this product kills
harmful germs.
 The Ego-defensive Function

• Most people want to protect their self-images from inner

feelings of doubt-they want to replace their uncertainity
with a sense of security and personal confidence.
• For eg: Ads of cosmetics and fashion clothing.
 The Value-expressive Function

• Attitudes are an expression or reflection of the consumers

general values, lifestyle, and outlook.
• If a consumer segment generally holds a positive attitude
toward owning the latest designer jeans, then their attitudes
toward new brands of designer jeans are likely to reflect that
orientation.
 The Knowledge Function

• Individuals generally have a strong need to know and

understand the people and things they encounter. The
consumer’s, “need to know”, a cognitive need, is important
to marketers concerned with product positioning.
 3- Altering Components of the
Multiattribute Model
– Changing consumer’s evaluation of attributes. Example: Perhaps the
consumer thinks that the product to be inexpensive, but a marketer
might be able to point out that it is often worth paying a bit more for
better quality. RFL PIPE
– Changing brand beliefs. Example: Maybe a consumer thinks a brand is
very expensive when in fact it is less expensive than several other
brands. COACH
– Adding an attribute. Example: Who thought chewiness was an attribute
that could even exist for a vitamin until Gummy Vites came along? NAPA
FLU TEA
– Changing the overall brand rating, not a single attribute of it. Example:
using statements like: “ the one all others try to imitate” or “ the largest
selling brand”. BMW vs MERCEDES
Chapter Eight
Slide
 Changing beliefs about the attributes of
competitors’ brands

How Is Valvoline’s
Attempt to Change
Attitudes Toward a
Competing Brand
Likely to Impact
Attitudes Toward Its
Own Brand?
 How Is the Absence of an Ingredient Likely to
Lead to a Favorable Attitude Toward a Product?

Adding an
attribute
(chewiness) to
vitamins
How Is This New Benefit Likely to Impact Consumers’
Attitudes Toward the Product?

The ad states that

there is a link between
one’s mouth health
and the health of one’s
whole body, changing
the overall brand
rating in the minds of
target consumers
 Defensive Attribution

People generally accept (or take) credit for success

(internal attribution), but assign failure to others or
outside events (external attribution)

Copyright © 2015 Pearson Education Slide 38 of 27

 Behavior Can Precede or Follow
Attitude Formation

Cognitive Dissonance Theory Attribution Theory

• Holds that discomfort or dissonance occurs when a consumer holds

conflicting thoughts about a belief or an attitude object. • A theory concerned with how people assign
•After buying something we often begin to think of the alternatives causality to events and form or alter their
that we didn’t buy “left-behind”
•Feeling “uneasy” attitudes as an outcome of assessing their
•Ways to reduce post-purchase dissonance own or other people’s behavior.
• 1. Rationalize decision
• 2. Seek advertisements that support choices (avoid competitive
• “Why did I do this?”
ads). • “Why did I get convinced?”
•3. “Sell” friends on the positive features of the purchase
•4. Seek reassurance from satisfied owners

Chapter Eight
Slide
 Reducing
Cognitive
Dissonance