1. Attitude and Attitude Change

2. Attitude and Attitude Change
Background
Definition -- learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object or a class of objects
Attributes of attitudes
Learned
Targeted (toward an object)
Stability

3. Attitude and Attitude Change
Attributes of attitudes (Cont’d)
Valence ( + or - )
Attitude Behavior
La Piere (1934)
Corey (1937)
De Friese & Ford (1960)
Fishbein & Ajzen (1977)
Time, Action, Context & Target (TACT)

4. Why use Attitudes?
Predictors of Consumption Behavior (for New & Existing Products)
Past Behavior
Current Attitudes
Study Advertising Effectiveness
Segmentation Base
Help Marketers Understand the Reasons Why a Product is (not) Successful

5. Attitude Models Basic Fishbein Multi-Attribute Model AO= S bi(ei)
Where:
AO = Attitude toward an object O
bi = belief about an object O regarding attribute i (a “salient” attribute)
ei = evaluation of the importance of attribute i

6. Attitude Models (Cont’d)
Basic Fishbein Multi-Attribute Model
Example: Taste Effectiveness
Scope
Listerine
Evaluation of
Importance
Ao = ?

7. Attitude Models (Cont’d)
Importance of Attitude Score from the multi-attribute model
Valenced (+ or -)
Strength of attitude (magnitude of score)
Implications for attitude change

8. Attitude Models (Cont’d)
Attitude Change Strategies Using the Multi-attribute Model
Change brand beliefs (bi) for your brand
Note differences for “bad” versus “good” attributes
Change brand beliefs for competing brand
Change evaluations of importance (ei)
Add new attributes (i’s)

9. Advantages of Multi-attribute Attitude Models
Helps identify brand strengths and weaknesses from C’s Perspective
Helps determine if C’s are perceiving the brand as intended
Allows for an a priori evaluation of attitude change strategies
Provides a basis for benefit segmentation schemes

10. Disadvantages of Multi-attribute Attitude Models
Provides Little Indication of How Easily an Attitude Might be Changed
Provides Little Guidance of How to Change Attitudes (although Aad model may)

11. Attitude Models (Cont’d)
Attitude Toward the Ad Model
AO= W1 [Sum bi(ei)] + W2 [Aad ]
Where:
AO = Attitude toward an object O
bi = belief about O regarding attribute I
ei = evaluation of the importance of attribute i
Aad = Attitude toward an Ad
W = weight of component i

12. Attitude Models Determination of Weights
Use of Elaboration Likelihood Model
High AMI -- both central [bi(ei)] and peripheral [Aad] factors influence brand attitudes
Low AMI -- only peripheral [Aad] factors influence brand attitudes
Implications
Central -- Strength of Message
Peripheral – Spokesperson, Music, Attractive Models, Humor

13. Attitudes and Involvement A Summary
High Involvement Consumers
Information Processors
Attitude Formation & Change via the Central Route
Mutli-Attribute Models are very applicable (Beliefs precede Attitudes)
Attitude is held with greater certainty, it is resistant to change

14. Attitudes and Involvement A Summary
High Involvement Consumers (Cont.)
Promotions should attempt to change beliefs about salient attributes
Informative
Print Media
Brand Loyalty involves commitment; it is real and true

15. Attitudes and Involvement A Summary
Low Involvement Consumers
Passive Learners
Attitude Formation & Change via the Peripheral Route
Multi-Attribute Models are not very applicable
Attitude is held with less certainty, it may be easily changed

16. Attitudes and Involvement A Summary
Low Involvement Consumers (Cont.)
Promotion should attempt to link peripheral issues to the brand or perhaps induce trial
Little Information
Broadcast Media
Endorsers, Music, Execution Cues Dominate
Feature Coupons or other price promotions
In-store Promotion is important
Brand Loyalty is spurious