Attitude and Attitude Change

ATTITUDE AND ATTITUDE
CHANGE
J Anandu
Nirali Shah
Praveen A
Divya Yadav
Rohit Kapila
Juhie K
Nikhil George
1
Attitude and Attitude Components
ATTITUDES
Relatively enduring overall evaluations

Products,
Objects, Motivate Closely Most
Services, consistent linked with Researched
Issues or behaviour value Field
People
COMPONENTS OF ATTITUDE
Affect Behaviour Cognition

• Feelings • Exhibit • Beliefs
• Emotions • Intent • Value
2
Daniel Katz
Function of attitudes
Functions of Attitude
Daniel Katz explains that people
are motivated to attain a variety
of goals, including
 maximizing concrete rewards,
 expressing values
 defending self against
threatening ideas
Utilitarian Function
 Attitudes are used as a method to obtain rewards and to minimize

punishment
 Buying & liking a product because it delivers a specific benefit
 Consumers can reap social benefits by expressing attitudes and they express
attitudes as an attempt to develop or maintain relationships
Football fans revealed that they wear their team’s apparel to fit in and make
connections. College goers wear certain brands so as to fit in the expectations
of others
Knowledge Function
 The knowledge function of attitudes allows customers
to simplify their decision making process.
 Attitudes perform the function of helping consumers
avoid undesirable situations and approach more
desirable situations
 Attitude components get stored in the long term
memory and become linked together to form rules
that guide behavior
 A PG student avoids a party because he knows there
will be a lot of drinking and he doesn’t like to get
drunk before an important submission. Consumers
might not like credit card offers because they want to
stay out of debt
Value-Expressive Function
 Enables consumers to express their core

values, self-concept & beliefs
 Provides a positive expression of the type of
person a consumer perceives themselves to be
and the values that they hold
 A consumer supports Green peace product
because he/she places much value on
environmentalism
 Consumers express values through bumper
stickers on the car, posters in their apartment
and types of t-shirts they wear
Ego-Defensive Function
 This function of attitudes works as a defense mechanism

for consumers to avoid facts or to defend themselves
from their own self-concept
 First ego-defensive function enables consumers to
protect themselves from the information that maybe
threatening
 Consumers develop positive attitude towards products
that may enhance their self-image
 College-aged males wear athletic apparels to enhance
their image of being in shape and activeSmokers
discount information that suggest smoking is bad for
their health
3
Hierarchy of effects
Hierarchy of effect
• Process of forming sequential Approach
pattern through three
components of attitudes is
called hierarchy of effects. Affect
• i.e. almost lie AIDA model of
marketing
Behaviour
Cognition
High involvement hierarchy
Cognition Affect Behaviour
(Think) (Feel) (Do)
Features:
• High price
• Differentiation is must
• Brand recall and valuation
• Customer perceived risk
• Information/Company
communication
• After sale services
Experiential hierarchy
Cognition
Affect Behaviour
(May/May
(Feel) (Do)
not think)
Features::
• Mostly impulse
shopping/buying
• Little concern for
consequences
• https://www.youtube.co
m/watch?v=Ppga6Tem
RI8
Low involvement hierarchy
Cognition Behaviour Affect
(think) (Do) (feel)
Features:
• Purchase problems are not
very risky
• Basic beliefs but not strong
feelings
Behavioural influence hierarchy
Behaviour Cognition Affect
(Do) (Think) (feel)
• No beforehand
beliefs or affects.
• Strong
environmental
pressure
4
Consumer Attitude Models
Attitude Towards Object Model
• Predict Attitude of
Consumer
• Salient belief
• Strength of belief
• Evaluation of attribute
Using ATO
I need to Decide attitude of flyers for different Airlines
How bad or good is that an How likely is that South West

airline providing comfortable Airline will give you a
travel? comfortable travel?
(Score: -3 is very bad and +3 (Score: 1- Extremely unlikely
is very good) and 10- Extremely likely )
Using ATO
Do attitude always predict behavior
• Attitude-behavior consistency refers to the extent to which a strong
relationship exists between attitudes and actual behavior.
• A number of situations may keep consumers from selecting products
they hold positive attitudes toward.
• In general, attitudes are stronger predictors of behavior when the
decision to be made is classified as high involvement, when situational
factors do not impede the product selection (for example, the product is
out of stock or the consumer doesn't have enough money), and when
the attitude is held quite strongly.
Behavioral intention model
• Rather than focusing explicitly on attitudes, the model focuses
on intentions to act
• Subjective norm: Consumer's perceptions of what other people
think they should do.
B ≈ BI = w1(Abehavior) + w2(SN)
B = behavior, BI = behavioral intention, Abehavior= attitude toward performing the
behavior (or Aact), SN = subjective norm, and w1, w2 = empirical weights.
• Attitude behavior relationships weakening factors:

Length of time between attitude measurement and overt behavior grows,
impulse-buying situations
Alternative Approaches to Attitude
• Expanding the Attitude Object
• attitude toward the advertisement.
(overall liking of the television program in which the ad is embedded,
the vividness of the imagery in the ad, the ad context, and the mood of
the consumer)
• attitude toward the company.
• Attitude tracking
• Track attitudes changes over time
5
Attitude change theories and persuasion
Attitude-Toward-the-Object Approach
• Change Belief
• Attempt to change consumers' beliefs. – better
offerings or better communication
• Decreasing the strength of belief regarding a
negatively evaluated attribute
• Adding Belief
• Add attribute or Emphasize on attribute which
has not been considered
• Change evaluation
• Try to convince consumers that an attribute is not
as positive (or negative) as they may think.
Behavioural Influence Approach
• Behavior precedes cognition and affect

• Scent marketing
Changing Schema-Based Affect
• Schemas contain affective and emotional meanings.

Elaboration likelihood Model
Central Route
• Central route to persuation -
Central cues
• Relatively enduring
• Eg: Camera man
Peripheral Route
• Peripheral cues – not engaging
• Temporary
Balance Theory
• Aka Consistency theory
• Fritz Heider
• Consumers are motivated to
maintain perceived
consistency in the relations
found in mental systems
• Observer, Person , Object
(Product)
Social Judgement Theory
• Consumers compare incoming
information to existing attitudes
about a particular object
• Attitude change depends upon how

consistent the information with initial
attitude
6
Message and Source Effect Persuasion
Message and source effects and persuasion
Message
Message Appeal Source effects
construction
• Sex appeal • Conclusion? • Credibility
• Humour appeal • Information • Attractiveness
• Fear appeal placement • Likeability
• Violence appeal • Meaningfulness
Message Appeal
Sex Appeal
• Offensive or persuasive?
• Gender role
• Type of product
Humour Appeal
• Attract attention, create positive mood,
cognition is low
• High levels can cause distraction
• Mentos
Message Appeal
Fear appeals
• Product - promoted as a solution to remove a threat
• Paradox – overly high fear may make consumers lose focus, whereas if
not strong enough consumers may discount the message
Violence appeals
• Variety of behaviour
• Women – less receptive
• Younger consumers – more receptive
Message Construction
• Open ended – high involvement

Conclusion • Draw conclusions – when audience is not
engaged
• Primacy effect – highly engaged audience

Information • Recency effect – low involvement
products
placement • How can you use it?
Source effects
• Expertise – amount of knowledge
Credibility • Trustworthiness - belief
Attractiveness • Products with intimate appeal
• Q-score rating by Marketing Evaluations

Likeability • Persuades people with low cognition needs
Meaningfulness • Matchup hypothesis

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ATTITUDE AND ATTITUDE

Relatively enduring overall evaluations

Affect Behaviour Cognition

 Attitudes are used as a method to obtain rewards and to minimize

 Enables consumers to express their core

 This function of attitudes works as a defense mechanism

How bad or good is that an How likely is that South West

• Attitude behavior relationships weakening factors:

• Behavior precedes cognition and affect

Changing Schema-Based Affect

• Schemas contain affective and emotional meanings.

• Attitude change depends upon how

• Open ended – high involvement

• Primacy effect – highly engaged audience

Attractiveness • Products with intimate appeal

• Q-score rating by Marketing Evaluations

Meaningfulness • Matchup hypothesis

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