1. Attitudes, Intentions, and Behavior MKT 750 Dr. West

2. Agenda These slides are to help as you go over Chapters 11 in the book. Before printing the slides view the slideshow on the website so that you can watch the commercials on your own.

3. An attitude is an enduring response to some aspect of our environment or construct in the mind. –It represent what we like and dislike –It can be characterized as how we think and feel about an attitude object –Attitudes contain motivational, emotional, perceptual, and cognitive processes –They influence our tendency to act toward an attitude object Consumer Attitudes

4. Attitude Components

5. How Attitudes Influence Actions Social Norms Attitudes Preferences Intentions Behavior

6. While attitudes represent a consumer’s orientation toward an object, they influence action through judgment and choice –Attitudes affect our preference, which is a consumer’s evaluation or judgment of one object in relation to another object (e.g., I prefer Diet Coke to Diet Pepsi) –In turn, consumer preferences affect our intention to act and ultimately our behavior – Social norms, or how we perceive others will respond to our actions, can either stimulate a us to take an action that is preference inconsistent How Attitudes Influence Actions

7. Just because consumers prefer the taste of Kellogg’s Frosted Flakes doesn’t mean they will necessarily buy them –They may think it is a cereal for kids and worry that other will think they haven’t grown up. How Attitudes Influence Actions CLICK ON PACKAGE TO VIEW COMMERCIAL

8. How to Measure Attitudes Attitudes vary in direction, intensity, and the degree of confidence with which they are held To measure consumer attitudes a scale should be used that allows the consumer to express the nature of their attitude appropriately… How do you feel toward Dell Computers? Dislike        Like very very much much Neutral Point Intensity Negative vs Positive

9. To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions –Here is a sample of how to measure beliefs about specific attributes using “Semantic Differential Scales” Please tell us how you would rate Diet Coke by answering the following Strong taste —— —— —— —— —— —— —— Mild taste Low priced —— —— —— —— —— —— —— High priced Caffeine free —— —— —— —— —— —— —— High in caffeine Distinctive in —— —— —— —— —— —— —— Similar in taste to taste most colas Measuring Attitudes

10. To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions –Here is a sample of how to measure consumer feelings toward a product using “Likert scales” Please tell us how you feel about Diet Coke by answering the following Strongly Neither agree Strongly Disagree Disagree nor disagree Agree Agree I like the taste —— —— —— —— —— It is my favorite soft drink—— —— —— —— —— Measuring Attitudes

11. To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions Here is a sample of how to measure consumer intentions and actions Please answer the following questions about your soft drinking habits The last soft drink I consumed was ____________ I usually drink ____ soft drinks per week What is the likelihood you will buy Diet Coke  Definitely will buy the next time you purchase a soft drink?  Probably will buy  Might buy  Probably will not buy  Definitely will not buy Measuring Attitudes

12. What questions would you like to ask current and potential fans about their attitude toward baseball in general and the Columbus Clippers in particular? –Remember that you should be thinking about measuring the cognitive (beliefs), affective (feelings), and behavioral (intention & actions) components.

13. Social Norms Social Norms Multi-Attribute Model: Evaluation of Product Attributes Brand Beliefs Overall Product Evaluation Intention to Buy Behavior n A o =  b i e i + SN i =1 (e i ) (b i )(A o )(BI)(B)

14. Shock absorbent +2+2+1 -1 Price less than $50 -1-3-1 +3 Durability +3+3+1 -1 Comfort +3+2+3 +1 Desired color +1+1+3 +3 Arch support +2+3+1 -2 Total score Brand Brand Brand Attribute Evaluation (e i ) A B C Beliefs (b i ) Running Shoes

15. Brand Brand Brand Attribute Evaluation (e i ) A B C Beliefs (b i ) Running Shoes: Ordered by Importance Durability +3+3+1 -1 Comfort +3+2+3 +1 Shock absorbent +2+2+1 -1 Arch support +2+3+1 -2 Desired color +1+1+3 +3 Price less than $50 -1-3-1 +3 Total score

16. Brand Brand Brand Attribute Evaluation (e i ) A B C Beliefs (b i ) Running Shoes: Computing Expected Brand Rating Durability +3+3+1 -1 Comfort +3+2+3 +1 Shock absorbent +2+2+1 -1 Arch support +2+3+1 -2 Desired color +1+1+3 +3 Price less than $50 -1-3-1 +3 Total score+29+22 - 6 (9) (3) (-3) (6) (9) (3) (4) (2) (-2) (6) (2) (-4) (1) (3) (3) (3) (3) (-3)

17. Importance-Performance Grid HIGH LOW POOR GOOD POOR GOOD Neglected Opportunity Competitive Disadvantage Competitive Advantage Head-to-head competition Null Opportunity False Alarm False Advantage False Competition Poor Good Poor Good Poor Good Poor Good Attribute Our Competitor’sSimultaneous Importance Performance Performance Result

18. Benefits of Multi-attribute Model It offers diagnostic power by examining WHY consumers like/dislike your product It can be used to segment consumers based on attribute importance It is useful for competitive analysis purpose because you know where your brand is strong and weak relative to its competitors It can also be used for forecasting sales, new product development, provides insights for changing attitudes

19. The multi-attribute model offers routes for persuasion by changing the cognitive component of consumers attitudes: –Change beliefs (b i ) about your brand or the competition Cadillac (Heritage Reborn) – Change attribute importance (e i ) Airbags & Safety, Antibacterial soap –Add a new attribute Carbohydrates in beer? Implications for Attitude Change

20. CLICK ON PICTURE TO VIEW COMMERCIAL

21. Changing Attitudes The next several slides contain print ads As you view each ad ask yourself “what is the message”? –How is the ad trying to shape consumer attitudes? –Which cognitive route to persuasion is being used?

26. The rest of the story… What’s missing from Fishbein’s “Multiattribute Model”? – Attitudes = F(Beliefs, Evaluations, Social Norms) Where do our attitudes come from? – Friends and family – Personal experience – Observation – Media & Advertising

27. How are attitudes formed? Attitudes are shaped through the various “touch points” associated with the brand –By adopting a “customer-centric” perspective we can gain a deeper understanding of how consumers think and feel about our brand and why. –Consumers are exposed to more than our products and the ads we run –It is important to ask them their impressions and strive to understand where they came about

28. Examining Touch Points Columbus Clippers Players Cooper Stadium LocationFansEvents Clipper Associates Ads NY Yankees Announcers

29. Measuring Consumer Perceptions Oftentimes consumer attitudes are based on associations of the brand that are difficult to uncover even through carefully designed questioning –Alternative ways to get at how consumers perceive your brand include “free- association tasks” or “projection tasks”

30. Free-Association Tasks Ask a respondent to write down everything that comes to mind in an ordered list when you mention the brand or company name –This ordered list is a reflection of how information about the brand is stored in memory –Those things that are mentioned first represent the strongest associations with the brand, whereas later words are less directly connected to the brand –As you compare lists among different respondents you can get an idea a better idea of how people perceive your brand, some of the mentions may be idiosyncratic and shouldn’t be given too much attention but if you hear the same things mentioned by multiple people then it is important

31. Associative Network for Fast Food hungry food energyjunk foodconvenience fast food take-out hamburger the Colonel fried chicken BurgerMcDonald’s Kentucky KingFried Chicken Ronald french McDonald fries hearty mealgreasy fast clean service

32. Associative Network for Perfume

33. Projection Task Ask respondents –If (brand or product name) were a (noun) what would it be? For example: If Holiday Inn were… –a celebrity who would it be? –an automobile what would it be? –an animal what would it be? –a magazine what would it be? –a vegetable what would it be?

34. Implications for Attitude Change We’ve already looked at ways to change the cognitive component of attitudes…how about the affective part? –Classical conditioning can be used to build favorable associations with your brand Examples include using familiar music or faces (celebrity endorsers) that tend to evoke positive feeling –Mere exposure to the brand can breed liking too

35. Implications for Attitude Change Many “tricks” can be used to influence the behavioral component of attitudes…including –Principle of Reciprocity – by doing a favor or giving someone a token gift they will feel indebted and want to reciprocate. –Scarcity – everyone want something that’s “hard to get” –Authority - expert endorsers

36. Implications for Attitude Change Many “tricks” can be used to influence the behavioral component of attitudes…including –Commitment – by getting someone to commit to a small thing they are much more likely to agree to a large request –Liking/compliments – persuade by using a likeable message source and showing an interest in the person –Social validation – cite statistics showing how many others have adopted the product

37. Summary Better serving your customers requires understanding: –What people currently think about your brand –How they feel toward the brand and why –Finally, what their intentions and what can be done to stimulate desire and encourage favorable actions toward the brand