Post on 16-Dec-2015
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
• 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.
Extremely Unfavorable -3 -2 -1 0 +1 +2 +3 Extremely Favorable
McDonald’s French Fries
Dislike Very Much -3 -2 -1 0 +1 +2 +3 Like Very Much
Very Bad -3 -2 -1 0 +1 +2 +3 Very Good
Measuring Attitudes
Attitudes are measured using “semantic differentials” – rating scales that are anchored by two opposing descriptions on either side of the scale.
Absolut vodka’s clever ads have created positive attitudes.
Another Absolut Ad
A Model of Consumer Decision Making
Information in the environment
InterpretationExposure,attention, and comprehension
Knowledge, meanings and beliefs
IntegrationAttitudes and
intentions
Behavior
Consumer decision making
MemoryProduct
knowledge and involvement
Variations in Level of Attitude ConceptLevels of
attitude concept Example – Fast Food
Pizza restaurants
Fast-food restaurants
Burger King
Hamburger restaurants
Elgin McDonald’s
McDonald’s
McDonald’s at the Galleria
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
Product class
Product form
Brand
Model
Brand/model/ general situation
Brand/model/ specific situation
Variations in Level of Attitude ConceptLevels of
attitude concept Example -- Coffee
Instant
Coffee
Starbucks
Fresh Ground Filtered
Taster’s Choice
100% Colombian
At home Away from home
After lunch alone, watching TV, or with friends on weekends
Usually on a whim, often unplanned. “Sugar in the
Raw” a must.
Product class
Product form
Brand
Model
Brand/model/ general situation
Brand/model/ specific situation
Gourmet Roast
Bristol Myers Squibb has built considerable brand equity – the overall evaluation of a brand
in the market place.
Brand equity =
1. Reluctance to substitute
2. Repeat purchase
3. Differential demand elasticity (?)
• 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
All beliefs about Crest Salient beliefs about Crest
Attitude toward Crest
Salient beliefs and Attitude
• Crest has fluoride• Crest has mint flavor• Crest comes in a gel• Crest comes in a pump container• Crest has a tartar-control formula
Comes in a pump
Has a tartar-control formula
Has fluoride
Has mint flavor
Comes in a gel
Crest
Salient beliefs and Attitude
Comes in a pump
Gets teeth cleanIs more expensive than store brands
Has a red, white, and blue package
Freshens breath
Has a tartar-control formula
Has fluoride
Prevents cavities
Is made by Procter & Gamble
Approved by the American Dental
Association
Is what my parents use
Has mint flavor
Comes in a gel
Crest
Comes in tubes
No mess
Tastes good
Salient beliefs and Attitude
Understanding Attitudes
• Attitudes depend on two things:
– The strength of salient beliefs
– The evaluation of the salient beliefs
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.
7up
Ao = 27 Lemon-lime flavor
e3 = -1
All natural ingredients
e2 = +1
No caffeine
e1 = +3
Multi-attribute Attitude Model
b2 = 5
b1 = 10
b3 = 8
Diet Pepsi
Ao = 4 Cola flavor
e3 = +1
Caffeinee2 = -3
No calories
e1 = +2
Multi-attribute Attitude Model
b2 = 6
b1 = 6
b3 = 10
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.
Measuring Evaluation Component
“Sodas that have no caffeine”
“Sodas with cola flavor”
Very Bad -3 -2 -1 0 +1 +2 +3 Very Good
Very Bad -3 -2 -1 0 +1 +2 +3 Very Good
Measuring Belief Component
“Diet Pepsi has no caffeine”
“Diet Pepsi has cola flavor”
Strongly Disagree 1—2—3—4—5—6—7—8—9--10 Strongly Agree
Strongly Disagree 1—2—3—4—5—6—7—8—9--10 Strongly Agree
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.
Attitude toward Pizza HutAo
Feedback
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
Beliefs, Attitude, and Behaviors
The Theory of Reasoned Action
Attitude toward
behavior B Aact
Beliefs that behavior B
leads to salient consequences
Beliefs that relevant others think I should perform the behavior B
Motivation to comply with
relevant others
Relative weighting
for importance
Intention to
perform behavior
B
Behavior B
Evaluation of salient
consequences
Subjective norm about behavior B
SN
Behavioral Intention Rating Scale
Extremely unlikely -3 -2 -1 0 +1 +2 +3 Extremely likely
“All things considered, how likely are you to use newspaper coupons when buying
groceries this week or next?
Factors that weaken the relationship between intention and behavior
New Information
Instability of Intentions
Unforeseen Changes in
Environmental Context
Intervening Time
Degree of Voluntary Control
Unforeseen Intermediate Consumption
Events
Different Levels of
Specificity