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Schweddy Balls: The ABC Model of Attitudes

Schweddy Balls: The ABC Model of Attitudes. Kendall Re Christina Layton. Attitude Object . Attitude. A lasting, general evaluation of people, objects, advertisements, or issues. Anything an individual forms an attitude about. The ABC Model of Attitudes.

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Schweddy Balls: The ABC Model of Attitudes

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  1. Schweddy Balls: The ABC Model of Attitudes Kendall Re Christina Layton

  2. Attitude Object Attitude • A lasting, general evaluation of people, objects, advertisements, or issues • Anything an individual forms an attitude about

  3. The ABC Model of Attitudes • Affect: how a consumer feels about an attitude object • Behavior: his/her intentions to take action about it • Cognition: what he/she believes to be true about the attitude object • The ABC model emphasizes the interrelationships among knowing, feeling, and doing.

  4. Attitude Toward Products • Value-Expressive Function: attitudes that perform a value-expressive function express the consumers central values or self-concept. • A person forms a product attitude not because of its objective benefits, but because of what the product says about him/her as a person

  5. Could your brand benefit from the right boycott? • http://adage.com/article/the-media-guy/brand-benefit-boycott/230270/ • The website, One Million Moms, was launched because moms were "fed up with the filth many segments of our society, especially the entertainment media, are throwing at our children.” • Certain product promotions are causing boycotts of brands • Has a particular promotion ever deterred you from buying the product advertised?

  6. Schweddy Balls • http://www.hulu.com/watch/4156/saturday-night-live-nprs-delicious-dish-schweddy-balls • Ben & Jerry’s created a flavor of ice cream inspired by this SNL skit • This flavor created an uproar among moms and “turned something as innocent as ice cream into something repulsive"

  7. Ditch the Sitch • http://blog.annascholz.com/2011/08/abercrombie-fitch-wants-to-ditch-the-sitch/ • Abercrombie actually PAID “The Situation” to stop wearing their clothing because it was damaging their brand image • Why do you think it is important that Abercrombie did this?

  8. The ABC Model of Attitudes: Schweddy Balls • Affect: Moms from One Million Moms felt disgusted by the new flavor of ice cream • Behavior: they all banded together to boycott the ice cream • Cognition: they believe that if they buy the ice cream flavor it will be a reflection of their lifestyle choices

  9. Questions?

  10. References • http://blog.annascholz.com/2011/08/abercrombie-fitch-wants-to-ditch-the-sitch/ • http://www.hulu.com/watch/4156/saturday-night-live-nprs-delicious-dish-schweddy-balls • http://adage.com/article/the-media-guy/brand-benefit-boycott/230270/

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