1. Schweddy Balls: The ABC Model of Attitudes Kendall Re Christina Layton

2. Attitude Object  A lasting, general evaluation of people, objects, advertisements, or issues Attitude  Anything an individual forms an attitude about

3. The ABC Model of Attitudes  Affect: how a consumer feels about an attitude object  Behavior: his/her intentions to take action about it  Cognition: what he/she believes to be true about the attitude object  The ABC model emphasizes the interrelationships among knowing, feeling, and doing.

4. Attitude Toward Products  Value-Expressive Function: attitudes that perform a value-expressive function express the consumers central values or self-concept.  A person forms a product attitude not because of its objective benefits, but because of what the product says about him/her as a person

5. Could your brand benefit from the right boycott?  http://adage.com/article/the-media- guy/brand-benefit-boycott/230270/ http://adage.com/article/the-media- guy/brand-benefit-boycott/230270/  The website, One Million Moms, was launched because moms were "fed up with the filth many segments of our society, especially the entertainment media, are throwing at our children.”  Certain product promotions are causing boycotts of brands  Has a particular promotion ever deterred you from buying the product advertised?

6. Schweddy Balls  http://www.hulu.com/watch/4156/saturd ay-night-live-nprs-delicious-dish- schweddy-balls http://www.hulu.com/watch/4156/saturd ay-night-live-nprs-delicious-dish- schweddy-balls  Ben & Jerry’s created a flavor of ice cream inspired by this SNL skit  This flavor created an uproar among moms and “turned something as innocent as ice cream into something repulsive"

7. Ditch the Sitch  http://blog.annascholz.com/2011/08/abe rcrombie-fitch-wants-to-ditch-the-sitch/ http://blog.annascholz.com/2011/08/abe rcrombie-fitch-wants-to-ditch-the-sitch/  Abercrombie actually PAID “The Situation” to stop wearing their clothing because it was damaging their brand image  Why do you think it is important that Abercrombie did this?

8. The ABC Model of Attitudes: Schweddy Balls  Affect: Moms from One Million Moms felt disgusted by the new flavor of ice cream  Behavior: they all banded together to boycott the ice cream  Cognition: they believe that if they buy the ice cream flavor it will be a reflection of their lifestyle choices

9. Questions?

10. References  http://blog.annascholz.com/2011/08/abe rcrombie-fitch-wants-to-ditch-the-sitch/ http://blog.annascholz.com/2011/08/abe rcrombie-fitch-wants-to-ditch-the-sitch/  http://www.hulu.com/watch/4156/saturd ay-night-live-nprs-delicious-dish- schweddy-balls http://www.hulu.com/watch/4156/saturd ay-night-live-nprs-delicious-dish- schweddy-balls  http://adage.com/article/the-media- guy/brand-benefit-boycott/230270/ http://adage.com/article/the-media- guy/brand-benefit-boycott/230270/