Attitude and Attitude Change

1. Attitude and Attitude Change

2. Attitude and Attitude Change • Background • Definition -- learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object or a class of objects • Attributes of attitudes • Learned • Targeted (toward an object) • Stability

3. Attitude and Attitude Change Attributes of attitudes (Cont’d) • Valence ( + or - ) • Attitude Behavior • La Piere (1934) • Corey (1937) • De Friese & Ford (1960) • Fishbein & Ajzen (1977) • Time, Action, Context & Target (TACT)

4. Why use Attitudes? • Predictors of Consumption Behavior (for New & Existing Products) • Past Behavior • Current Attitudes • Study Advertising Effectiveness • Segmentation Base • Help Marketers Understand the Reasons Why a Product is (not) Successful

5. Attitude Models • Basic Fishbein Multi-Attribute Model • AO= S bi(ei) • Where: • AO = Attitude toward an object O • bi = belief about an object O regarding attribute i (a “salient” attribute) • ei = evaluation of the importance of attribute i

6. Attitude Models (Cont’d) • Basic Fishbein Multi-Attribute Model • Example: Taste Effectiveness Scope +3 +3 Listerine -2 +2 Evaluation of Importance +1 +3 • Ao = ?

7. Attitude Models (Cont’d) • Importance of Attitude Score from the multi-attribute model • Valenced (+ or -) • Strength of attitude (magnitude of score) • Implications for attitude change

8. Attitude Models (Cont’d) • Attitude Change Strategies Using the Multi-attribute Model • Change brand beliefs (bi) for your brand • Note differences for “bad” versus “good” attributes • Change brand beliefs for competing brand • Change evaluations of importance (ei) • Add new attributes (i’s)

9. Advantages of Multi-attribute Attitude Models • Helps identify brand strengths and weaknesses from C’s Perspective • Helps determine if C’s are perceiving the brand as intended • Allows for an a priori evaluation of attitude change strategies • Provides a basis for benefit segmentation schemes

10. Disadvantages of Multi-attribute Attitude Models • Provides Little Indication of How Easily an Attitude Might be Changed • Provides Little Guidance of How to Change Attitudes (although Aad model may)

11. i i Attitude Models (Cont’d) • Attitude Toward the Ad Model • AO= W1 [Sum bi(ei)] + W2 [Aad ] • Where: • AO = Attitude toward an object O • bi = belief about O regarding attribute I • ei = evaluation of the importance of attribute i • Aad = Attitude toward an Ad • W = weight of component

12. Attitude Models • Determination of Weights • Use of Elaboration Likelihood Model • High AMI -- both central [bi(ei)] and peripheral [Aad] factors influence brand attitudes • Low AMI -- only peripheral [Aad] factors influence brand attitudes • Implications • Central -- Strength of Message • Peripheral – Spokesperson, Music, Attractive Models, Humor

13. Attitudes and Involvement A Summary • High Involvement Consumers • Information Processors • Attitude Formation & Change via the Central Route • Mutli-Attribute Models are very applicable (Beliefs precede Attitudes) • Attitude is held with greater certainty, it is resistant to change

14. Attitudes and InvolvementA Summary • High Involvement Consumers (Cont.) • Promotions should attempt to change beliefs about salient attributes • Informative • Print Media • Brand Loyalty involves commitment; it is real and true

15. Attitudes and InvolvementA Summary • Low Involvement Consumers • Passive Learners • Attitude Formation & Change via the Peripheral Route • Multi-Attribute Models are not very applicable • Attitude is held with less certainty, it may be easily changed

16. Attitudes and Involvement A Summary • Low Involvement Consumers (Cont.) • Promotion should attempt to link peripheral issues to the brand or perhaps induce trial • Little Information • Broadcast Media • Endorsers, Music, Execution Cues Dominate • Feature Coupons or other price promotions • In-store Promotion is important • Brand Loyalty is spurious