1. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Evaluative judgments--Attitudes Very Bad Very Good Attitudes-- Evaluative judgments at any point on a continuum Very Unfavorable Very Favorable Very Negative Very Positive Dislike very much Like very much 151

2. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.152

3. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Attitudes Definition:  comes from the Latin term “aptus,” which means “fitness”’ or “adaptiveness”  Thurston: the amount of affect or feeling for or against a stimulus  Peter & Olsen “overall evaluation of a concept” 153

4. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Characteristics of Attitudes Direction:can be positive, negative, or neutral Magnitude: degree of favorability or negativity; extremity of liking or disliking Ambivalence/Internal Consistency: degree to which underlying cognitions or beliefs are similar in evaluative criteria 154

5. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Characteristics of Attitudes Centrality:degree to which knowledge about attitude object is closely connected to important, central end goals, needs, values Interrelatedness: degree to which knowledge about attitude object is interconnected amongst itself and is associated with other knowledge 155

6. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Characteristics of Attitudes Emotionality:degree of emotionality associated with the attitude object Stability:Consistency or sameness of attitude and related cognitive structures over time and situations 156

7. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Tricomponent Attitude Model Conation Affect Cognition 157

8. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Tricomponent Attitude Model Cognitive  Knowledge and perceptions  Attitudes and beliefs  Need for Cognition 158

9. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Tricomponent Attitude Model Affect  Emotions or feelings  Evaluative (e.g., favorable, unfavorable)  Emotionally charged states (happy, sadness, etc.) 159

10. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Tricomponent Attitude Model Conative (behavior)  Likelihood or tendency that an individual will undertake a specific action or behave in a certain way  Frequently treated as “intention to buy” 160

11. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Persuading people to make an evaluative judgment about drinking and driving 161

12. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.162

13. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.163

14. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Four Functions of Attitudes Utilitarian Function Ego-Defensive Function Knowledge Function Value-Expressive Function 164

15. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Utilitarian Function People express feelings to maximize rewards and minimize punishments received from others; e.g., express favorable attitudes about something to win support of someone who you suspect as similar attitudes 165

16. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Ego-Defensive Function self-esteem maintenance function; attitudes held to protect people from basic truths 166

17. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Knowledge Function Helps a person to give meaning to the unorganized and chaotic world; i.e., form a frame of reference by which the world is interpreted; e.g., have a positive attitude towards a brand, buy it all the time to simplify life 167

18. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Value-Expressive Function social identify function; people express positive views about products, brands, services, etc. to make a statement about themselves; e.g., like to stay in Ritz Carlton Hotels because means I have arrived 168

19. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. How Are Attitudes Formed Formed by integrating salient beliefs about attitude concept Come from:  exposure to an advertisement  comment from a friend while making a purchase decision  articles in Consumer Reports; etc. 169

20. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Attitude Toward Object States three major factors are predictive of attitudes  salient beliefs  strength of belief  evaluation of each salient belief 170

21. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Attitude Toward Object Ao = overall attitude towards object “o” bi = strength of the belief of whether or not object o has some particular attribute “i” ei = evaluation of the goodness or badness of attribute “i” bi = 1 “extremely unlikely” 10 “extremely likely” that you buy car with attribute x ei = -3 = “very bad” +3 = “very good” 171

22. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.172 CorvetteBuick Park Avenue Mercedes 300 E Attributeeiei bibi b i x e i bibi bibi Sporty styling+3824515721 Good handling/ride+3824412721 High cost7-76-68-8 Great acceleration+372139618 Low repair frequency+1332288 SUM+65+32+60 Attributeeiei bibi b i x e i bibi bibi Sporty styling9-95-57-7 Good handling/ride+339927721 High cost-38-246-1810-30 Great acceleration-210-202-46-12 Low repair frequency+326822927 SUM-38+24 172

23. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Level of Specificity of Attitude Concept There are different levels of specificity; implication is that when measuring attitudes, one must precisely identify the attitude concept, at the level of abstraction and specificity that is most relevant to the marketing problem of interest; 173

24. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Specificity of Attitude Concept “How do you feel about Marriott Hotels” vs. “How do you feel about the Marriott Hotel located at the corner of Green Valley Parkway and Sunset” 174

25. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Changing Attitudes Associate the Product with a Special Group, Event, or Cause Resolve Two or More Conflicting Attitudes Change the Relative Evaluation of Attributes Change Brand Beliefs Add an Attribute Change Brand Overall Rating Change Belief about Competitor 175

26. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. How to Change Attitudes Add a new salient belief Change the strength (bi) of an existing salient belief Change the evaluation (ei) of an existing salient belief Make an existing belief more salient 176

27. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Conative (behavior) The behavior involves four distinct elements  the action:(i.e., the behavior one is trying to measure); e.g., purchase of a hotel room  the target: (the thing at which a behavior is directed); e.g., purchase of a Marriott hotel room 177

28. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Conative (behavior) the context:e.g., staying at a Marriott for business vs. staying at a Marriott for pleasure the time: e.g., perhaps if late at night stay not at a Marriott, but first place you find 178

29. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Correspondence with Attitudes and Conative (behavior) Ao misses action, context, and time elements; thus, attitudes toward a brand can be unrelated to attitudes toward buying the brand Need to understand attitude towards the action 179

30. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Theory of Reasoned Action Basic Tenet: A person’s intention is a function of two basic determinants 180

31. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Attitude towards the behavior Individual’s positive or negative evaluation of performing the behavior; the beliefs that underlie attitudes towards the behavior are called the behavioral beliefs; e.g. of attitude toward the behavior of buying Miller Beer 181

32. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. A action = bi * ei A action = overall attitude towards action bi = strength of the belief that performing the action will result in consequence “i” ei = evaluation of the goodness or badness of consequence “i” 182

33. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Social Norm Person’s perception of the social pressures put on her/him to perform or not perform the behavior in question  the beliefs that underlie a person’s subjective norm are termed normative beliefs 183

34. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Formula for Subjective Norm Nbj = normative belief that a referent group j thinks that consumer should/ should not perform behavior MCj = motivation to comply with influence of referent j 184

35. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Final Formula Behavior  Behavioral Intention =  W1 (AB) + W2 (SN)  AB = attitude towards the action  SN = subjective norms  W1 and W2 = empirically determined weights 185

36. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.186 Belief that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Attitude toward the behavior Subjective norm Intention Behavior Motivation to comply with the specific referents Theory of Reasoned Action 186

37. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Commercial McDonald’s Wedding Club 18-30 187

38. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Balance Theory Balance theory suggests that attitude inconsistencies can lead to persuasion. Balance theory focuses on consistency between a person (p), another person known to p (o) and a stimulus (x). Balance exists if all three relations are positive (e.g., the friend of my friend is my friend) or if two relations are negative and one is positive (the enemy of my enemy is my friend). 188

39. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Applying balance theory 189

40. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.190

41. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.191

42. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Question Describe an instance from your own experience in which social norms conflicted with your own attitude. What behavior did you adopt? Why 192

43. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Exercise If you worked for a resort that vacationers were likely to visit about once a year, how would you use information presented to get customers to return? 193

44. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Case Study: American Legacy Research has shown that 80% of all smokers begin smoking before the age of 18. Why is smoking so attractive to a thirteen-year-old? What was the rationale behind Legacy’s decision to focus on prevention, and target sensation-seeking teens between the ages of 12 and 17? Do you agree with this rationale? Legacy made a number of interesting decisions with respect to the truth advertising campaign. For example, it decided that (1) the campaign would not be a “call to action;” i.e., that the ads would not urge kids to quit smoking; (2) it would not identify itself as the sponsor of any of the ads; (3 it would focus exclusively on the tobacco industry – rather than politicians, parents, the media, marketers, etc – as the enemy in all the ads; and (4) it would use graphic images such as body bags, urine, dog feces, etc, to communicate its message. Do you agree with these decisions? How “truthful” was this campaign? 194

45. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Case Study: American Legacy How was the truth campaign different than most traditional public service campaigns? More generally, why are most traditional public service campaigns ineffective? By comparison, how effective was the truth campaign? What accounts for its success? What are the benchmarks you are using to evaluate its success? Why did Legacy decide to build a truth “brand” rather than stay with the traditional PSA paradigm? From Legacy’s perspective, was the difference simply semantic, or was it more significant than that? In what ways is truth brand the same/different as other well-known brands, like Nike, Disney, or Mercedes-Benz? 195