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Object?

product, brand, service, price, package, advertisement,

promotional medium, retailer, website, app…

Attitude

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Attitude Attitude

• https://www.youtube.com/watch?v=wkFS7lNnEMA
A learned predisposition to behave in a consistently
favorable or unfavorable manner with respect to a given
object.

Attitudes have consistency

Attitudes occur within a situation

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Example Attitude Formation

• How Consumers learn attitudes?

• Favorable or unfavorable attitude

Attitude Formation

• How attitudes are learned

– Conditioning and experience
– Knowledge and beliefs
• Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing/Media/Internet/Social Media

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Role of Personality Factors Attitude in Practice

• Need for recognition • https://www.facebook.com/duracell/videos/1015377629064

• Need for cognition 9753/
• Innovativeness

• https://www.youtube.com/watch?v=scBQDFzQIu4

• famed classical vocalist, Nirali Kartik

Role of Attitudes Structural Models of Attitudes

• Attitudes are consistent with behavior • Tricomponent Attitude Model

• How do situations affect attitudes? • Multiattribute Attitude Model
• The Trying-to-Consume Model
Product/S Situation Attitude
ervice • Attitude-Toward-the-Ad Model
Duracell Cyclone is “I know that the cyclone is going
coming to knock out my electricity, so I’d
better be prepared.”
Indigo Friend’s “My friend’s bachelor party is in
Airlines bachelor Goa, and I want to be there.”
party

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Tri-component attitude model The Cognitive Component

Product Attribute Google Home Amazon Echo
Responds to Voice Yes Yes
Commands
Prompt Word “OK Google” or “Hey “Alexa,” “Echo,”
Google” “Amazon,” or
“Computer”
Works with my Smart No Yes
Home (Ecobee)
Customizable Yes No
Appearance
Personal Assistant Search Google, daily Add items to calendar,
briefing, check traffic, make shopping and to-
calendar, flights, make do lists, check flights,
shopping list, track track a package
packages
Works with my Music Yes No
Streaming Preference
(YouTube Music)

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The Affective Component The Conative Component

• Explain your attitude toward online classes • Explain your attitude toward online classes

• Measurement? • Measurement?

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Discussion

Attitude models that

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

Attitude Discussion
Lets develop a new product
Explain your attitude toward the following
Clearly isolate the cognitive, affective, and conative •Tropicana is planning to add a new item – orange
elements. juice.
Group Product and Brand •Market research: Suggest product attributes
1,2 Chocolate

3,4 Toothpaste •Attribute toward -

•orange juice: amount of pulp, degree of sweetness,
5,6 Tea
strength of flavor, and color.
7,8 Deodorant

9,10 Pizza

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Attitude-Toward-Object Model Examples?

Consumer’s evaluation of a product is a function of: • Smartphone

• 1. The extent to which the product has (or lacks) each of a • Soaps
given set of attributes. • Deodrant
• 2. The importance of each of these attributes to the • …
consumer

Attitude-Toward-Object Model The attitude-toward-behavior model

• Used to change attitudes • Is the attitude toward behaving or acting with respect to an
• Ways object, rather than the attitude toward the object itself
– Add an attribute
– Change perceived
importance of an
attribute • Why people buy sedan cars vs. SUV within same price
– Develop new products range?

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Theory-of-reasoned-action model
An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumer’s
attempt to consume
(or purchase).

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Altering Consumer Attitudes

A model that proposes
that a consumer forms
various feelings (affects) • Changing beliefs about products
and judgments • Changing brand image
Attitude- (cognitions) as the result
• Changing beliefs about competing brands
Toward-the- of exposure to an
Ad Model advertisement, which, in
turn, affect the
consumer’s attitude
toward the ad and attitude
toward the brand.

Strategies of Attitude Change

Multiattribute Models

Attitude Toward the Attitude Toward Behavior Theory of Reasoned Action • Changing beliefs about products / brand image
Object
• Attitude toward the • Tri-component attitude
• Does a brand have the brand model • Changing the Basic Motivational Function (functional
needed attribute?
• How do I feel about • Normative beliefs
• What is the importance buying this brand? approach)
• Motivation to comply with
of that attribute?
norms • Associating the Product with an Admired Group or Event
Theory of Trying to Attitude Toward the Ad Attitude-Toward-Social- • Resolving Two Conflicting Attitudes
Consume Media Posts
• Attitudes toward brands
• Attitude toward the are formed based on • Attitudes toward brands • Altering Components of the Multiattribute Model
behavior how consumers feel are formed based on
• Personal impediments about the advertisements how consumers feel • Changing Beliefs about Competitors’ Brands
for these brands. about what they see on
• Environmental social media about the
impediments brands.
– Give examples of each

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Discussion Question

• A local pizza restaurant is having a hard time attracting

customers due to a poor image. Explain how they can
change consumers’ attitudes?

Functional Approach

• Utilitarian function
• Ego-defensive function
• Value-expressive function
https://www.youtube.com/watch?v=s8AmkizQ39s
• Knowledge function
• Associate brands with worthy causes and events

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Example: ? Function Example: ? Function

Example: ? Function Example: ? Function

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Example: ? Function Central Route

• High involvement
• Considered thought and cognitive processing
• Learning through
– Attribute-based information
– High quality arguments
– Exertion of effort to learn, comprehend, evaluate
• Comparative ads
• Objective knowledge

Elaboration Likelihood Model Peripheral Route

The proposition that attitudes can be changed by either one • Low involvement
of two different routes to persuasion – a central route or a • Little thought and little information processing
peripheral route • Learning through
Low vs high involvement – Repetition
– Passive processing of visual cues
– Holistic processing
• Non-comparative ads
• Subjective knowledge

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Applications

• Comparative ads
Holds that discomfort or
– Comparative ads processed centrally dissonance occurs when
Cognitive
– Noncomparative ads processed peripherally a consumer holds
Dissonance
• Product knowledge conflicting thoughts
Theory
– Higher objective knowledge for utilitarian products about a belief or an
than hedonic products attitude object.
– Higher subjective knowledge for hedonic products
than utilitarian products

Aventador S: Dare your EGO Dissonance

• https://www.youtube.com/watch?v=8j_Oef0mN80 • Post-purchase dissonance

• Ways to reduce post-purchase dissonance
– 1. Rationalize decision
– 2. Seek advertisements that support choices (avoid
competitive ads).
– 3. “Sell” friends on the positive features of the
purchase.
– 4. Seek reassurance from satisfied owners

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A theory concerned
with how people assign
causalty to events and
Attribution form or alter their
Theory attitudes as an outcome
of assessing their own
or other people’s
behavior.

Attribution Theory Defensive Attribution

• Self-perception attribution People generally accept (or take) credit for success
• - how people see themselves in case of events. (internal attribution), but assign failure to others or outside
• Defensive attribution events (external attribution).
– I did well – you did bad
• Foot-in-the-door technique
– Small request to larger request So what should we communicate to consumers?
• Door-in-the-face technique
– refuse large request and offer less costly request

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Foot-in-the-door Analyzing Self-Attributions

Scenario Distinctiveness Consistency Over Time Consensus

• getting people to agree to large requests after convincing and Varied Situations
An alumnus How distinctive will my Can I afford to donate If I ask my friends, would
them to agree to a small and modest request first. considering
donating money to
contribution be? Do
many others make
regularly? Will I be able to
contribute money if the
most of them agree that I
should make a donation,
his MBA program larger donations? Will I university asks for a special or will their opinions
become part of a select donation (e.g., for building vary?
group if I donate? a new student center)?
An amateur Am I the only one who Will I see the same If I ask my friends, would
photographer who sees this marked superiority of the HP printer most of them agree that
sees that, when difference, or do others when I take other photos? my pictures look better
printed on the notice the same? Or is the advantage I see when printed on the HP
latest HP printer, mostly a function of what printer, or would some
her photos look this articular photo shows? notice the difference and
much better others not?

Door-in-the-face technique

• consists of a large, costly first request that is likely to be

refused followed by a second, more realistic, less costly
request.

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Nike and Attitude

• https://www.youtube.com/watch?v=F-UO9vMS7AI

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