Attitude Formation & Change

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What is an attitude? A learned predisposition to respond to an object or a

class of objects in a consistently favorable orunfavorable way.

 Attitudes are relatively enduring.

 Attitudes are situation-related.

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Functions of Attitudes Utilitarian function

Ego-defensive function

Knowledge function

 Value-expressive function

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How do we form attitudes? Three different paths to attitude formation:

 Attitudes are created by first creating beliefs. Consumer beliefs are the knowledge that a consumer

has about objects, their attributes, and the benefits

provided by the objects. Consumer beliefs are created by processing

information--cognitive learning.

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Forming Attitudes, continued  Attitudes are created directly.

Behavioral learning

Mere exposure

 Attitudes are created by first creating behaviors.

Consumers respond to strong situational or environmentalforces, and after engaging in the behavior, form attitudes

about the experience.

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Tricomponent Model

Cognitive component

The knowledge and perceptions that are acquired by a combination of 

direct experience with the attitude object and related information from

 various sources.

 Affective component

The emotions or feelings associate with a particular product or brand.

Conative component

The likelihood or tendency that an individual will undertake a specific

action or behave in a particular way with regard to the attitude object.

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 Multiattribute model

Measures attitude score using consumers’ beliefs andevaluations about attributes of the attitude object.

All relevant product attributes, based on consumers’ perceptions, need to be included in the model to provide

dimensionality.

Even though there may be several relevant attributes, they arenot generally equally important.

Beliefs represent the extent to which each product offerssatisfaction for the attribute in question.

Compensatory model

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The Attitude-Toward-Object Model 

the consumer’s attitude toward a product or specific brands of a

product is a function of the presence (or absence) and

evaluation of certain product-specific beliefs or attributes

The Attitude-Toward-Behavior Model 

The attitude-toward-behavior model is the individual’s attitude

toward behaving or acting with respect to an object

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Theory of Reasoned Action Extends multiattribute model; tries to compensate for the

inability of the multiattribute model to predict behavior.

 Assumes that consumers consciously consider the

consequences of alternative behaviors under consideration and

choose the one that leads to the most desirable consequences.

The outcomes of this reasoned choice process is an intention to

engage in a selected behavior--behavioral intention.

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Simplified Version

Beliefs that

the behavior 

leads to

certain

outcomes

Motivation

to comply

with the

specific

referents

Beliefs that

specific

referents think 

I should or 

should not

 perform the

 behavior 

Evaluation

of the

outcomes

Attitude toward

the behavior 

Subjective Norm

Intention

Behavior 

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Attitude-toward-the-Ad Model Very specific to understanding the impact of 

advertising on consumer attitudes about a particularproduct or brand.

Exposure to advertising affects attitude-toward-the adand attitude-toward-the brand.

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Attitude-toward-the-Ad Model Very specific to understanding the impact of 

advertising on consumer attitudes about a particularproduct or brand.

Exposure to advertising directly affects beliefs aboutthe ad and brand, and feelings about the ad.

Exposure to advertising indirectly affects attitude

toward the brand and attitude toward the ad.

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Exposure to ad

Attitude toward

the brand 

Attitude toward

the ad

Feelings from

the ad (affect)

Beliefs about

the brand

Judgments about

the ad (cognition) 

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How Can Marketers

Change Attitudes? Alter components of multiattribute model

Increase belief ratings for the brand

Increase the importance of a key attribute Decrease the importance of a weak attribute

 Add an entirely new attribute

Decrease belief ratings for competitive brands

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Changing attitudes... Changing attitudes directly though behavior

Cognitive Dissonance Theories Balance Theory 

Social Judgment Theory 

 Attribution Theory 

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Balance Theory Consumers strive for consistency between

interconnected attitudes.

Marketers can influence attitudes by creatingimbalance within the target of persuasion--motivatesconsumer to change one or more of the interconnected

attitudes to restore balance.

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Social Judgment Theory Consumers use attitudes as a frame of reference to

 judge new information. If high involvement:

Narrow latitude of acceptance

 Wide latitude of rejection

 Assimilation effect

Contrast effect

If low involvement:

 Wide latitude of acceptance

 Wide latitude of noncommitment

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Attribution Theory Consumers make inferences about behaviors, assign

causality--blame or credit--to events on the basis of their or others’ behaviors. 

In the process of assigning causality, form attitudes.

Marketing implications:

Offer high quality products

 Advertising should emphasize quality. Moderate-sized incentives.