1. Consumer Attitudes

2. Attitudes What is an attitude?
Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object
in marketing, “object” can be a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli.

3. Attitudes attitudes are acquired, we are not born with them
attitudes can be positive or negative
attitudes may be complex and contradictory
attitudes are functional for an individual's lifestyle
attitudes have different intensities
attitudes fit our central values,
attitudes are unique to each individual
attitudes can be modified and influenced by persuasion
attitudes are assumed to be linked to behaviour (e.g purchasing)

4. Why, From a Marketer’s point of view, is it important to know about Attitudes?
If a consumer is favorably disposed towards your product or service (i.e. have a positive attitude) then you want to keep them so disposed
If they are unfavorably disposed or neutral then you want to change their attitude.

5. Therefore we need to know
Why Consumers Form Attitudes?
How Consumers Form Attitudes?
How to Measure Consumers Attitudes
How Consumers Change Their Attitudes?

6. Development of Attitudes
Attitudes are learned predispositions; therefore, their development is influenced by
personality of the individual
family
peers
experience
education
culture
subculture, nationality

7. Functions of Attitudes
Utilitarian: Do the products provide some benefit or reward? Any attitude adopted in a person’s own self- interest

8. Value-expressive: Does the product say something about who I am or would like to be? Is it self-expressive.

9. “If it’s bad you won’t be welcome… Play safe….use listerine”
Ego-defensive: Does the product protect my self-esteem Does it help overcome any self doubts
“If it’s bad you won’t be welcome… Play safe….use listerine”
Edna's plight: Bad breath. A Listerine ad from the 1920s.

10. Knowledge function: does the product help me to organize the information – does the product meet the needs for order and structure
Rooibos ad provides reassurance that product is organic and caffeine free

11. Which is more likely to be affective in forming a positive attitude toward a particular brand of coffee?
Copy that said the coffee was flavourful
Copy that said the person was discriminating
What type of function do each of the above appeal to?

12. Three Components of Attitudes
The ABCs of attitudes:
The Affective Component (feelings)
I feel good about myself when I drive a BMW
The Behavioral Component (action toward object)
I will buy a BMW next time
The Cognitive Component (beliefs)
I think BMWs are quality cars

13. Attitudes and the High-Involvement Decision Process
Need arousal
Information search
Evaluation of Alternatives
Beliefs
Feelings
Intention to Act
Purchase
Post-Purchase behaviour
Hierarchy of Effects

14. Fishbein’s Multi-attribute Theory
Fishbein’s model argues that consumers’ attitudes towards a brand derive from their beliefs about the attributes of the brand and their evaluations of those attributes
Three factors influence attitude formation:
salient attributes for an object/product
extent to which consumer believes product contains these salient attributes
Importance of the attribute to the consumer

15. Fishbein’s Multiattribute Theory
Step One: List of Attributes
Step Two: Obtain the relative importance of them (weights). The more important the higher the weight
Step Three: Obtain the evaluation of each brand with respect to each attribute.
(6=Excellent, 5=Very Good, 4=Good, 3=Bad, 2= Very Bad, 1=Poor)
Step Four: Apply Fishbein’s Formula to obtain the mathematical solution

16. Fishbein’s Multi-attribute Theory
Aijk =  (Bijk x Iik): where
A = Attitude toward brand/product/etc.;
i = attribute
j = brand
k = consumer
I = Importance weighting
B = Extent to which the brand is believed to possess the attribute

17. Example Application of Fishbein’s Multi-attribute Theory
In Crowfoot, there are 3 banks: TD, CIBC, Royal.
We would like to know the overall or general attitude consumers have to each
Step One: List of Attributes: customer service, hours, products, parking facilities, etc
Step Two: Obtain the relative importance of them (weights). Service 2, Parking 1 Products 3, Hours 4
Step Three: Obtain the evaluation of each bank with respect to each attribute. (6= Excellent, 5=Very Good, 4=Good, 3=Bad, 2=Very Bad, 1=Poor)
Step Four: Obtain the mathematical solution, applying Fishbein’s Model.

18. Example Application of Fishbein’s Multi-attribute Theory
Importance Royal TD CIBC
Service
Hours
Products
Parking
___ ___ ___
Total
Which Bank does the customer have the best attitude toward?
Which the worst attitude?
What would you do if you were responsible for CIBC?

19. Implications of Attitude Research for Marketing Strategy
Product positioning and repositioning
Shows which attribute has a competitive advantage and which a disadvantage
Advertising-focus on certain attributes/benefits
Marketing research
Segmentation

20. Problems with Fishbein’s Model
Measure of Attitude not equal to Behaviour
Does not address situational factors
Not all attitudes are equal - some strongly held others weakly (conviction)
Does not consider social factors e.g. influence of friends and family ‘my family think I should buy X’
Assumes that we have been able to specify adequately all the relevant attributes (e.g. interest rates)

21. Fishbein’s Theory of Reasoned Action
A refinement of his multi-attribute model
Now considers conviction with which attitude held - more of a behavioral intention model
Introduces ideas of importance of opinions of significant others (subjective norms) and a consumer’s motivation to comply with the opinions of these significant others.

22. Attitudes can also apply to ads?
Most people hate pop-up ads
How do the ads influence attitudes towards the brand?

23. Attitude-Toward-the-Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

25. Measuring Attitudes Ideally one would measure
consumers’ beliefs towards a brand
consumers’ feelings towards owning or using the brand
consumers’ intentions towards purchasing the brand
In practice most measures focus on measuring beliefs and feelings

26. ATTITUDE MEASUREMENT Semantic differential scale Likert scale
Rank-order scales

27. Semantic Differential Scale
ATTITUDE MEASUREMENT
Semantic Differential Scale
For each statement tick ( X ) the box that best
describes your feelings about K-Mart.
Modern Store
Old- fashioned store
Low prices
High prices
Unfriendly staff
Friendly staff
Narrow product range
Wide product range
Sophisticated customers
Unsophisticated customers

28. Neither agree nor disagree
ATTITUDE MEASUREMENT
Likert scale
Strongly agree
disagree
Neither agree nor disagree
agree
Cost is the most important consideration when buying a new car 1 2 3 4 5
AGREEMENT IMPORTANCE
FREQUENCY QUALITY
LIKELIHOOD

29. ATTITUDE MEASUREMENT Rank-Order Scales
Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference:
Coca-Cola _____
7-Up _____
Dr. Pepper _____
Pepsi-Cola _____
Mountain Dew _____
Top and bottom rank choices are ‘easy’
Middle ranks are usually most ‘difficult’

30. e.g. general attitude towards buying a car
General Strategy
e.g. general attitude towards buying a car
elicit important attributes. E.g. reliability, security, economy, cost, style, acceleration.
quantify the beliefs and feelings about these attributes by ranking the attributes according to some scale (e.g.. Likert)
Compare brands on various attributes

31. Attitudes and Marketing Strategy
Market research to track changes in attitude over time and for brand comparison
In new product development - focus on preferred attributes
In segmentation - focus on those attributes which particular segments favour
In helping tailor promotional strategies and in measuring the effectiveness of promotions

32. Attitude Change

33. The Marketer’s Challenge
Deep seated attitudes are internalised and become part of the person's value system
Attitudes are difficult to change because they are so important to the individual – e.g. New Coke

34. What is this ad trying to do?
“You think smoking makes you look cool, think again. Cigarettes stain your teeth permanently. And there’s nothing cool about that”

35. Branding
America

37. Persuasion the active attempt to change attitudes
Marketing messages are designed to persuade consumers to change brands
The effort to persuade will influence how to market/advertise
Who will be depicted using the product in the ad
How the message should be constructed
What media to use
Where to advertise

38. Strategies of Attitude Change
Changing the Basic Motivational Function.
Associating the Product With an Admired Group or Event.
Resolving Two Conflicting Attitudes.
Altering Components of the Multi-attribute Mode.
Changing Beliefs About Competitors’ Brands.

39. THE ELEMENTS OF COMMUNICATION
NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO
NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO
Source
Message
Medium
Receiver
Feedback
Encoding
Transmission
Decoding

40. source credibility Expertise Trustworthiness Objectivity
THE SOURCE
Who is delivering the message can have a big impact on whether it will be accepted.
a credible source can be particularly persuasive
Expertise
Trustworthiness
Objectivity
Attractiveness
source credibility

41. Expertise Source Credibility
Credibility can be enhanced if the source’s qualifications are perceived as relevant to the product being endorsed. If they are seen as experts.

42. Celebrities as Credible Sources
Awareness
Due to their fame and high profile, celebrity endorsers enable messages to stand out and break through the media clutter.
hold the viewer's attention
a consumer is more likely to keep the television on the channel showing a commercial with Wayne Gretzky than a commercial with an unknown actor.
provide testimony for a product or service,
especially effective when the product has contributed to their celebrity eg. consumers may be more likely to try a motor oil endorsed by Al Unser, Jr. This relationship can increase a consumer's belief and trust in the product and its benefits.
Instant credibility
when consumers see a credible celebrity endorsing a product, consumers think that the product must be at least ‘OK’

43. PR coverage:
celebrities are topical and create high PR coverage.
Celebrity-company marriages are covered by most media
To create positive attitudes towards products and generate sales
EG for sports figures, people know they are not going to be as good as these athletes, but having their equipment makes them feel better.
Approximately 20% of all television commercials feature a famous person from the world of sport, television, movies or musical entertainment

44. The goal of the “got Milk” campaign is to reverse the 30-year decline in milk consumption by increasing consumers’ awareness of the nutritional value of milk and changing their attitudes toward the product.
Celebrities and athletes are appropriate endorser for a product such as milk since they are highly recognizable and respected (at least most are)

45. Drawbacks of using Celebrities
$ $
Pepsi Shaquille O'Neal $25 million
Nike Tiger Woods $40 million
Reebok Venus Williams $40 million
Reebok Allen Iverson $100 million (lifetime)
Shick Andre Agassi $19 million
Nike Michael Jordan $40 million

46. Drawbacks of using Celebrities

48. Consumer cynicism
People know celebrities get paid a lot of money for endorsements and this knowledge leads them to cynicism about celebrity endorsements.

49. There has to be a link between product and celebrity
Cybill Shepherd was endorsing beef industry when said she did not eat meat.
Sainsbury’s used Catherine Zeta Jones for its recipe advertisements when she was caught shopping in Tesco (UK grocery stores)

50. Source Attractiveness
Beautiful people are used in advertising because
consumer's pay more attention to ads containing attractive models
degree of attractiveness influences consumer's product evaluation - the more attractive the higher we evaluate the product.

51. Trustworthiness

52. What makes a marketing message persuasive?
The Message
What makes a marketing message persuasive?
stress a unique attribute or benefit of the product - USP
showing convenience of use
showing new product or improved features
indirect comparison with other products
demonstration of the product in use
demonstration of tangible results
no principal character - i.e. more time is devoted to the product
people incidental to the message

53. Words
Versus
Pictures
Argument
Message
as Metaphor
Vividness
Type of
Appeal
Repetition
Factors
Affecting
Persuasiveness

54. Words or Pictures Which conveys the message best? Visual
affects aesthetic evaluations
stress on creativity
factual information conveyed poorly
Verbal
Takes more time for consumer to process
Better suited to high involvement medium - eg print
harder to remember therefore more repetition needed
verbal elements are more effective when reinforced by an accompanying picture

55. Bloomingdales 1898
Throughout the 20th century pictures have gradually replaced words.
Early advertising tried to persuade the reader with a series of facts about the product contained in the ad.
Corn Flakes, 1933
Royal Crown Cola, 1963
Cosmopolitan, 2004

56. VIVIDNESS precise descriptions or vivid graphics command attention
remembered more than vague messages
Companies that focused attention on their culture kept employee turnover to just 6.2% compared to 20% for industry at large. Vs
Companies that focused attention on the culture kept employee turnover lower than for the industry at large.
according to industry sources three out of every four watch breakdowns are due to water getting into the case
according to industry sources, many watch breakdowns are due to water getting into the case

57. Repetition is the mother of teachers
increases familiarity and brand awareness
The idea behind the use of repetition in advertising is that we, like Pavlov's dog, will become conditioned to behave in a certain manner; namely, we will respond by buying the product
Not only are ads repeated, but repetition is also used within the ads or commercials themselves
too much repetition leads to habituation -- consumer ignores stimulus because of boredom.

58. boredom can be eliminated by slightly varying the content of ads around a common theme

59. One-Versus two-sided arguments
Constructing the Argument
One-Versus two-sided arguments
One-sided arguments
persuasive messages that support one side of an issue or one product - stress on attributes and benefits
cannot address questions
usually more persuasive with audiences who have little or no comprehension of an issue..

60. two-sided arguments
provide information about both positive and negative attributes of a product or service
Negative attributes trivialised or refuted
Help to differentiate the product
works well when receivers are not already loyal to the product

61. Why would a marketer want to draw attention to the negative aspects of their product?
audience may pay more attention to it.
When topics are made more interesting or involving messages are processed more thoroughly.
more credible than one-sided ads because they admit that the advertised brands have shortcomings.
those exposed to the two-sided messages were more likely to have a more favourable attitude after the exposure.
provides a built-in counter claim, or opposing message.

62. Comparative advertisement
type of two-sided message
includes positive attributes about a product or service and some negative aspects of its competitor's product product A is better than product B.”

63. Can be direct or indirect.

64. the negative inclusions may lead a consumer to believe that there are more positive attributes to associated with the product or service when it admits that it has competitors.
often works in priced-based advertising in print media, where competitors' prices are compared side-by-side.
This ad positions Savin against Xerox. The X is obviously in reference to Xerox. Canon and Mita are also mentioned in the ad

65. Pitfalls of Comparative Advertising
Confusing
Every mention of a competitor's name or product in an advertisement increases the probability that the audience will think the ad is for that competitor.
audience may also doubt the credibility of the biased ad
Free exposure for the compared brand

66. Pitfalls of Comparative Advertising
false or misleading statements could lead to litigation.
Eg Ad for Maytag dishwasher said that "Nobody, But Nobody Cleans Better than Maytag or Holds More Dishes!"
supported by results of a proprietary test. Whirlpool argued that its dishwasher cleaned better based on independent tests.
                                                               

67. Comparative Advertising
The FTC considers comparative advertising deceptive unless:
The comparisons are based on fact.
The differences advertised are statistically significant.
The comparisons involve meaningful issues.
The comparisons are to meaningful competitors.

68. Types of
Message
Appeals
Emotional
Versus
Rational
Humourous
Fear
Sex

69. emotional versus rational appeals to head or heart
EMOTIONAL APPEALS
emotional versus rational appeals to head or heart
depends on the product and the type of relationship the consumers have with it. - ads for cars focus on emotion
recall for ad contents tends to be better for thinking ads than for feeling ads
Products are sold today through the use of emotional appeals and identifications.

70. images and text in this ad are designed to have the maximum emotional effect for one purpose: to persuade the reader to make an act of charity

71. Heart or Head?

72. Humorous appeals

75. Effective humour surprises the audience, and at the same time, speaks some sort of truth.
The goal in using humour in advertising is to make the audience laugh, and, more importantly, have them walk away thinking "this company understands me"

76. Advantages of Humorous Appeals
Effective at catching people's attention.
Recognition scores high for humorous ads
Inhibit consumer from counter arguing which increases the likelihood of message acceptance
more effective when brand is clearly identified – creates a positive attitude
subtle humour usually best
Humor enhances liking.

77. Brands will be remembered more if they are intimately entwined in the humour

78. Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.
1996 advertisers spent $10 billion on humorous ads out of the total $100 billion spent on all ads
72 percent of the 100 Best Commercials of All Time use humor to reach the target audience

79. Pitfalls of Humorous Appeals
funny material can dominate the message and thus the product recognition is lost
Culturally relative
Reduces Comprehension
a punch line that doesn't pay off – can backfire

80. Fear Factor
Highlight the risk or negative consequences of not using the brand or of engaging in unsafe behaviour
Fear of social physical harm or social disapproval
Fear stimulates message involvement
common factor for public-policy issues e.g. stop smoking
Pitfall - distract customer from focal product (ie. dwell on the fearful event rather than the proposed solution)

81. Ads with fear appeals are also effective in capturing people’s attention. However, self-defense mechanisms (distraction and counter arguing) may decrease its evaluative effects
Fear appeals are usually most effective when only a moderate amount of fear is induced increasing levels of fear do no result in increased change

82. Which ad is more effective?

83. a solution to the problem should be presented
a solution to the problem should be presented. otherwise consumers will tune out the ad since they can do nothing it solve the problem

84. Sex Appeal

85. Resonance
a literary device that employs a play on words (a double meaning) to communicate a product benefit.
puns are used as “attention-grabbers

86. The ad we’ve all been waiting for: THE SACK O' SAUCE IN A CAN O' MEAT!