Chapter 7

Attitudes

CONSUMER BEHAVIOR, 8e

Michael Solomon

Chapter Objectives

• • • •

When you finish this chapter you should understand why: It’s important for consumer researchers to understand the nature and power of attitudes.

Attitudes are more complex than they first appear.

We form attitudes in several ways.

A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.

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Chapter Objectives (cont.)

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We use attitude models to identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.

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The Power of Attitudes

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Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object (A

O

) Help to determine a number of preferences and actions

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Functional Theory of Attitudes

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Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings

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KNOWLEDGE FUNCTION: Need for order, structure, or meaning 7-5

Addressing Smoking Attitudes

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This Norwegian ad addresses young people’s smoking attitudes by arousing strong negative feelings. The ad reads (left panel) “Smokers are more sociable than others.” (Right panel): “While it lasts.”

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ABC Model of Attitudes

• • •

Attitude has three components: Affect: the way a consumer feels about an attitude object.

Behavior: person’s intentions to do something with regard to an attitude object.

Cognition: beliefs a consumer has about an attitude object.

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Hierarchies of Effects

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Impact/importance of attitude components depends on consumer’s motivation toward attitude object

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Figure 7.1

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Hierarchy of Effects

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Standard Learning Hierarchy

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Results in strong brand loyalty Assumes high consumer involvement

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Low-Involvement Hierarchy

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Consumer does not have strong brand preference Consumers swayed by simple stimulus-response connections

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Experiential Hierarchy

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Consumers’ hedonic motivations and moods Emotional contagion Cognitive-affective model versus independence hypothesis

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Discussion

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Contrast the hierarchies of effects outlined in this chapter

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How should marketers’ strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers?

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Contextual Marketing

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Attitude Toward the Advertisement

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We form attitudes toward objects other than the product that can influence our product selections.

We often form product attitudes from its ads

•

A ad

: attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context

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Ads Have Feelings Too

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Commercials evoke emotion Upbeat feelings: amused, delighted, playful Warm feelings: affectionate, contemplative, hopeful Negative feelings: critical, defiant, offended

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Attitude Commitment

Degree of commitment is related to level of involvement with attitude object INTERNALIZATION Highest level: deep-seeded attitudes become part of consumer’s value system IDENTIFICATION Mid-level: attitudes formed in order to conform to another person or group

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COMPLIANCE Lowest level: consumer forms attitude because it gains rewards or avoids punishments 7-13

Consistency Principle

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Principle of cognitive consistency: We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent

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Cognitive Dissonance and Harmony

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Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance”

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Example: Two cognitive elements about smoking:

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“I know smoking causes cancer” “I smoke cigarettes” Consumer will resolve the dissonance by either satisfying urge to smoke or stopping the behavior

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Cognitive Dissonance and Harmony

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We the behavior and attitude fit by

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Eliminating (stop smoking),

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Adding (remember old smokers), or

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Changing elements (question research!)

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Theory explains why evaluations of products increase after purchase

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Marketers: post-purchase reinforcement

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Discussion

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Interview a student next to you regarding a behavior that he or she has that is inconsistent with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes toward materialism, etc.).

Ask the student to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements.

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Self-Perception Theory

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Self-perception theory: we use observations of our own behavior to determine what our attitudes are.

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We must have a positive attitude toward a product if we freely purchase it, right?

FOOT-IN-THE-DOOR TECHNIQUE Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly.

DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he

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refuses), then asked to do something smaller.

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Social Judgment Theory

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Social judgment theory: we assimilate new information about attitude objects in light of what we already know/feel

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Initial attitude = frame of reference Latitudes of acceptance and rejection

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Assimilation and contrast effects Example: “Choosy mothers choose Jif Peanut Butter”

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Balance Theory

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Balance theory: considers relations among elements a consumer might perceive as belonging together

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Involves triad attitude structures:

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Person Perception of attitude object Perception of other person/object

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Perception can be positive or negative

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Balanced/harmonious triad elements

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Unit relation and sentiment relation

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Restoring Balance in a Triad

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Alex wants to date Larry; Alex has positive sentiment toward Larry Larry wears earring; Larry has positive attitude toward earring Alex doesn’t like men who wear earrings; has negative sentiment toward earrings

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Figure 7.2

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Marketing Applications of Balance Theory

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“Basking in reflected glory:” consumers want to show association with a positively valued attitude object Example:

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Consumers: college football fans

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Attitude object: winning college football team Marketers use celebrity endorsers of products to create positive associations

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Discussion

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Students often bask in reflected glory of their college’s winning sports teams by showing team spirit or buying merchandise

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How do colleges use similar techniques among its alumni? What marketing strategies could be used to sell more merchandise?

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Multi-Attribute Attitude Models

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Multi attribute models: consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object

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Three elements

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Attributes of A

O

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(e.g., college) Example: scholarly reputation

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Beliefs about A

O

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Example: University of North Carolina is strong academically

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Importance weights

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Example: stresses research over athletics

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Fishbein Model

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Measures three components of attitudes: Salient beliefs about A

O

Object-attribute linkages Evaluation of each important attribute

A ijk

•

= Σβ

ijk I ik

Overall Attitude Score = (consumer’s rating of each attribute for all brands) x (importance rating for that attribute)

•

Assumptions of the Fishbein Model:

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Ability to specify all relevant choice attributes

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Identification, weight, and summing of attributes

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Saundra’s College Decision

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Table 7.1

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Marketing Applications of Multi-Attribute Model

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Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice

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Strengthen perceived product/attribute linkages: if consumers don’t associate certain attributes with the brand, make the relationship stronger

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Add a new attribute: focus on unique positive attribute that consumer has not considered

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Influence competitors’ ratings: decrease the attributes of competitors

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Extended Fishbein Model

Theory of reasoned action: considers other elements of predicting behavior

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Intentions versus behavior: measure behavioral intentions, not just intentions

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Social pressure: acknowledge the power of other people in purchasing decision

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Attitude toward buying: measure attitude toward the act of buying, not just the product

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Obstacles to Predicting Behavior

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Fishbein model’s weaknesses include: Doesn’t deal with outcomes of behavior, including those beyond consumer’s control Doesn’t consider unintentional behavior, such as impulsive acts or novelty seeking Doesn’t consider that attitudes may not lead to consumption Doesn’t consider the time frame between attitude measurement and behavior Doesn’t differentiate between consumer’s direct, personal experience, and indirect experience

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Theory of Trying

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Theory of trying: measures the reasoned action consumers take to reach a goal

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Figure 7.3

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Theory of Trying: Example of Consumer Trying to Lose Weight

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Past frequency: How many times did he try to lose weight?

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Recency: Did he try in the past week?

Beliefs: Did he belief it would be healthier?

Evaluation of consequences: Will his girlfriend be happier if he succeeded in losing weight?

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Process: Would the diet make him feel depressed?

Expectations of success and failure: Did he believe it likely that he would succeed?

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Subjective norms toward trying: Would loved ones approve of his efforts to lose weight?

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Tracking Attitudes over Time

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Attitude-tracking program: increases predictability of behavior by analyzing attitude trends during extended time period

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Ongoing tracking studies

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Gallup Poll

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Yankelovich Monitor

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Tracking Attitudes

Percentage of 16- to 24-year-olds who agree “We must take radical action to cut down on how we use our cars.”

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Figure 7.4

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Changes to Look For Over Time

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Attitude tracking should include: Changes in different age groups Scenarios about the future Identification of change agents

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Homework!

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Construct a multi-attribute model for a set of

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local restaurants

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Universities

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Banks

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Based on your findings, suggest how managers can improve an establishment’s image via the strategies described in this chapter

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