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.
Opinions

3. Attitudes Attitude is a concept:
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 have centrality, how well they fit our central values,
attitudes are personally 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 then you want to keep them so disposed
If they are unfavorably disposed then you want to change their attitude.

5. Therefore we need to know
Why Do Consumers Form Attitudes?
(The Functions of Attitudes)
How Do Consumers Form Attitudes?
(Attitude Formation)
How Do Consumers Change Their Attitudes?
(Attitude Change and Persuasion)

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?

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

9. Ego-defensive: Does the product protect my self-esteem Does it help overcome any self doubts
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
Shell’s ad provides reassurance

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

12. Three Components of Attitudes
The ABCs of attitudes:
The Affective Component (based on feelings or overall evaluation) – I feel good about myself when I drive a BMW
The Behavioral Component (likely action toward object; e.g. from a consumer behavior point of view, the consumer’s intention to buy a product) – I will buy a BMW next time
The Cognitive Component (based on beliefs; what you think about a marketing stimulus) – I think BMWs are quality cars

13. Hierarchy of Effects
This sweater looks so good on the mannequin that some consumers “just have to have it”. In other words, they fall in love with it and buy it. Once they get it home they learn about it by looking at the tag to see if it needs to be dry cleaned. What’s the ABC sequence.

14. Golf Pro shops encourage shoppers to take clubs to the driving range to try them out before buying them. Many companies give out free samples. Consumers first try the product, then decide whether they like it or not. Finally they form an opinion of it. The ABC sequence is?

15. Washing machines are about as expensive as other major appliances but are usually hidden in the basement, and few care about how they look. Washing machines are functional. When buying one it is likely consumers will visit several stores first, talk to salesmen check the Internet etc. i.e. Consumers gather information, consider the alternatives and then choose a model. When they discover it doesn’t clean their clothes they’re likely to return it. The ABC sequence is?

16. Sequence varies with involvement level and motivation
High Involvement
Learn-Feel-Do
Low Involvement
Learn-Do-Feel

17. The Woman in This Ad Exhibits a High Level of Attitudinal Commitment to Her Employer

18. 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

19. 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: Obtain the mathematical solution, applying Fishbein’s Formula.

20. 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

21. Example Application of Fishbein’s Multi-attribute Theory
In Crowfoot, there are 3 banks: TD, CIBC, Royal.
We would like to know the degree of preference clients have to each
Step One: List of Attributes: quickness in service, office hours, localization, parking facilities, etc
Step Two: Obtain the relative importance of them (weights). Quickness 1, Parking 2 Localization 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.

22. Example Application of Fishbein’s Multi-attribute Theory
Importance Royal TD CIBC
Quickness
Hours
Localization
Parking
Total
Which is the best Bank?
Which is the worst Bank?
What would you do if you were responsible for TD?

23. 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
Distribution: select outlets for which consumers have favorable attitudes

24. 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
Does not consider social factors
Assumes that we have been able to specify adequately all the relevant attributes

25. 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.

26. Attitude-Behavior Consistency
Note: A positive attitude toward a product does not necessarily mean that the consumer will buy
Attitude-behavior consistency, the extent to which attitudes lead to purchase, is determined by a variety of consumer, situational, and measurement factors

27. Attitude-Behavior Consistency
Consumer Characteristics
Resources, experience, degree of conviction with which attitude is held
Situational Characteristics
Intervening time, unforeseen events, social influences, message repetition
Measurement Characteristics
timing of measurement, reliability of measurement

28. Consumers can also have attitudes towards the act of buying

30. Attitude Change

31. 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

32. What is this ad trying to do?

33. Branding
America

34. 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

35. Interactive Communications

36. 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

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

38. 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.

39. 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’

40. 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

41. 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

42. Drawbacks of using Celebrities

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

45. Consumer cynicism Introducing: The New Kmart!
“The logo does signify the change that we are making. It's truly a new beginning for us.”
– Jeff Smith, Kmart
"The new logo will signify change but the reality is they have to do a better job inside the store.”
– David Littmann, Comerica economist
“K-Mart forgot the basics, like a clean store, well-stocked shelves, helpful personnel and attention to detail. The stores are a mess.”
— The Shopper Report

46. 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)

47. Guidelines For selecting a spokesperson (FRED)
Familiarity: The target market must recognize the celebrity, and perceive the person as friendly, likeable, and trustworthy. The more familiar an endorser, the more likely consumers are to buy the endorsed product
Relevance For credibility there should be some link between the celebrity and the product, and between the celebrity and the audience. It is important for audience to identify with the celebrity. E.g. older consumers feel a tie to Arnold Palmer. If consumers can associate with the endorser, they will feel more comfortable accepting and buying the product or service.
Esteem: Consumers must respect celebrity for the commercial credibility.
Differentiation: The public must see the endorser as different from all the rest. Michael Jordan is an example of a celebrity that stands apart from the normal athlete, one of the contributing factors to his success as an endorser.

48. 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.

49. Trustworthiness

50. 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
people incidental to the message
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

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

52. Words or Pictures Which conveys the message best? Visual
affects aesthetic evaluations
stress on creativity
don't convey factual information well
Verbal
Take 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

53. 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
Puerto Rican Rum, 1974
Cosmopolitan, 1997

54. VIVIDNESS precise descriptions or vivid graphics command attention
remembered more than vague messages
Companies that focused attention on the 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

55. Repetition is the mother of teachers
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
increases familiarity and brand awareness
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.

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

57. 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..

58. 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
possess the potential for different types of delivery. E.g. do you deliver positive or negative first

59. Why would a marketer want to draw attention to the negative aspects of their product?
audience may pay more attention to it.
By presenting the opposing side, the advertiser causes its audience to question the product or service.
By questioning it, the individuals are made to think about the attributes.
The more these attributes are considered...the longer the product or service is in the mind of the consumer.
When topics are made more interesting or involving messages are processed more thoroughly.
Consumers think more highly of products, brands, and services which make them think.
The process is viewed as novel and pleasant.
more credible than one-sided ads because they admit that the advertised brands have shortcomings.

60. those exposed to the two-sided messages were more likely to have a more favourable attitude after the exposure.
That is: the negative aspects of the message can yield a positive, desired attitude after exposure
provides a built-in counter claim, or opposing message.
By providing only mild negative information to the consumer, the consumer is prevented from concocting potentially worse negative images on their own.
Thus, it leads the consumer to perceive that the positive attributes presented are the stronger attributes.

61. 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.”
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.
acknowledgement of the competitors may be direct or indirect.

62. Pitfalls of Comparative Advertising
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. Research commonly finds that a large percentage of the audience will believe that the competitor's product is the one being advertised.
audience may also doubt the credibility of the biased ad
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.

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

64. 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.

65. 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

66. Heart or Head?

67. Humorous Appeals effective at catching people's attention.
Culturally relative
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

68. 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

69. 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"

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

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

72. Fear Factor
Highlight the risk or negative consequences of not using the advertised 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
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
Pitfall - distract customer from focal product (ie. dwell on the fearful event rather than the proposed solution)

73. Which ad is more effective?

74. 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

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