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Chapter 6: Attitudes & Intentions

Chapter 6: Attitudes & Intentions. Attitude. Is an overall evaluation of an object. It is an affective response of low physiological arousal/intensity. The object can be: An ad A product A brand A consumption situation A spokesperson An idea etc. When Attitudes Play a Role.

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Chapter 6: Attitudes & Intentions

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  1. Chapter 6: Attitudes & Intentions

  2. Attitude • Is an overall evaluation of an object. • It is an affective response of low physiological arousal/intensity. • The object can be: • An ad • A product • A brand • A consumption situation • A spokesperson • An idea etc.

  3. When Attitudes Play a Role • When they are accessible, i.e., the likelihood of their activation is high. • Accessibility depends on: • Self-relevance of attitude • Frequency of prior activation • The strength of association between the attitude concept and the attitude.

  4. Measuring Attitudes McDonald’s French Fries Extremely Unfavorable-3 -2 -1 0 +1 +2 +3Extremely Favorable Dislike Very Much-3 -2 -1 0 +1 +2 +3Like Very Much Very Bad-3 -2 -1 0 +1 +2 +3Very Good Attitudes are measured using “semantic differentials” – rating scales that are anchored by two opposing descriptions on either side of the scale.

  5. Absolut vodka’s clever ads have created positive attitudes.

  6. Another Absolut Ad

  7. A Model of Consumer Decision Making Information in the environment Interpretation Exposure,attention, and comprehension Memory Product knowledge and involvement Consumer decision making Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior

  8. Variations in Level of Attitude Concept Levels of attitude concept Example – Fast Food Product class Fast-food restaurants Product form Pizza restaurants Hamburger restaurants McDonald’s Burger King Brand Model Elgin McDonald’s McDonald’s at the Galleria Brand/model/ general situation Lunch mostly alone Dinner with kids and family Eating lunch with to get a quick bite between classes Eating dinner with kids at the Galleria while shopping Brand/model/ specific situation

  9. Variations in Level of Attitude Concept Levels of attitude concept Example -- Coffee Product class Coffee Product form Instant Fresh Ground Filtered Taster’s Choice Starbucks Brand Model Gourmet Roast 100% Colombian Brand/model/ general situation At home Away from home Usually on a whim, often unplanned. “Sugar in the Raw” a must. Brand/model/ specific situation After lunch alone, watching TV, or with friends on weekends

  10. Bristol Myers Squibb has built considerable brand equity – the overall evaluation of a brand in the market place. • Brand equity = • Reluctance to substitute • Repeat purchase • Differential demand elasticity (?)

  11. Salient beliefs and Attitude Salient beliefs about Crest All beliefs about Crest • Crest has fluoride • Crest is approved by the • American Dental Association • Crest has mint flavor • Crest comes in a gel • Crest is made by Procter & • Gamble • Crest has a red, white, and • blue package • Crest prevents cavities • Crest freshens breath • Crest gets teeth clean • Crest comes in tubes • Crest comes in a pump • container • Crest is more expensive than • store brands • Crest is what my parents use • Crest has a tartar-control • formula • Crest has fluoride • Crest has mint flavor • Crest comes in a gel • Crest comes in a pump • container • Crest has a tartar-control • formula • Crest has fluoride • Crest has mint flavor • Crest comes in a gel • Crest comes in a pump • container • Crest has a tartar-control • formula Attitude toward Crest

  12. Salient beliefs and Attitude Has mint flavor Has fluoride Comes in a gel Crest Comes in a pump Has a tartar-control formula

  13. Salient beliefs and Attitude Freshens breath Has mint flavor Tastes good Has fluoride Prevents cavities Comes in a gel Has a red, white, and blue package Is made by Procter & Gamble Crest Comes in a pump Approved by the American Dental Association No mess Is what my parents use Has a tartar-control formula Comes in tubes Is more expensive than store brands Gets teeth clean

  14. Understanding Attitudes • Attitudes depend on two things: • The strength of salient beliefs • The evaluation of the salient beliefs

  15. The Multi-attribute Model • It is a mathematical way of expressing the concept of attitudes. • Multiply the strength of each salient belief with the corresponding evaluation. • Add it all up. You now have a numerical representation of attitude.

  16. Multi-attribute Attitude Model No caffeine b1 = 10 e1 = +3 b2 = 5 7up All natural ingredients e2 = +1 b3 = 8 Ao = 27 Lemon-lime flavor e3 = -1

  17. Multi-attribute Attitude Model No calories b1 = 6 e1 = +2 Diet Pepsi b2 = 6 Caffeine e2 = -3 b3 = 10 Ao = 4 Cola flavor e3 = +1

  18. Changing Attitudes • Increase strength of positive salient belief • Decrease strength of negative salient belief • Make a less-salient positive belief more salient • Improve the evaluation of strong salient belief • Changing negative to positive is hard. • Add a new salient belief that will be positively evaluated.

  19. Measuring Evaluation Component “Sodas that have no caffeine” Very Bad-3 -2 -1 0 +1 +2 +3Very Good “Sodas with cola flavor” Very Bad-3 -2 -1 0 +1 +2 +3Very Good

  20. Measuring Belief Component “Diet Pepsi has no caffeine” Strongly Disagree1—2—3—4—5—6—7—8—9--10Strongly Agree “Diet Pepsi has cola flavor” Strongly Disagree1—2—3—4—5—6—7—8—9--10Strongly Agree

  21. Attitude – Behavior Link • Does a positive attitude mean favorable behavior. • No. • This relationship is examined in the Theory of Reasoned Action – a model of behavior that explains how attitudes link to behavior.

  22. Beliefs, Attitude, and Behaviors Beliefs about Pizza Hut Behaviors toward Pizza Hut • Has pan pizzas • Has super supreme • pizzas • Has a salad bar • Serves beer • Is more expensive than • Domino’s • Has convenient • location • Has free parking • Has pleasant • employees • Has nice atmosphere • Go to Pizza Hut on • Friday night • Order a large pan pizza • Complain to manager • Ignore Pizza Hut ad on • TV • Use a Pizza Hut coupon • for a free soft drink • Recommend Pizza Hut • to boss • Read Pizza Hut menu Attitude toward Pizza Hut Ao Feedback

  23. The Theory of Reasoned Action Beliefs that behavior B leads to salient consequences Attitude toward behavior B Aact Evaluation of salient consequences Intention to perform behavior B Relative weighting for importance Behavior B Beliefs that relevant others think I should perform the behavior B Subjective norm about behavior B SN Motivation to comply with relevant others

  24. Behavioral Intention Rating Scale “All things considered, how likely are you to use newspaper coupons when buying groceries this week or next? Extremely unlikely-3 -2 -1 0 +1 +2 +3Extremely likely

  25. Factors that weaken the relationship between intention and behavior Intervening Time Different Levels of Specificity Unforeseen Intermediate Consumption Events Unforeseen Changes in Environmental Context Degree of Voluntary Control Instability of Intentions New Information

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