attitudelecturemt203

Attitude: 

Attitude Learning outcomes Define attitude and its components Describe how attitudes are formed and the influence on Consumers and Marketers Outline cognitive dissonance theory and know its importance to marketers Outline methods for measuring attitudes

Definition of Attitude: 

Definition of Attitude An attitude is a lasting, general evaluation of people (including oneself), objects, advertisement, or issues Any thing that has an attitude towards it is called an attitude object (Ao) Attitude are lasting because they tend to endure overtime Attitudes help us to make all forms of choices (important & minor)

The Functions of Attitudes: 

The Functions of Attitudes Functional Theory of Attitudes Attitudes exist because they serve some function for the person (i.e. they determine the person’s motives) Daniel Katz 4 Attitude Functions -Utilitarian -Knowledge function -Value-Expressive function -Ego defensive function

The ABC (Tricomponent) Model of Attitudes: 

The ABC (Tricomponent) Model of Attitudes Affect - the way a consumer feels about an attitude object Behaviour – involves the person’s intentions to do something with regard to an attitude object Cognition -the beliefs a consumer has about an attitude objectt someone believes Hierarchy of Effects – a fixed sequence of steps that occur en route to an attitude

Slide5: 

Beliefs Beliefs Behaviour Behaviour Behaviour Beliefs Affect Affect Affect ATTITUDE Based on Cognitive Information processes ATTITUDE Based on Behavioural Learning processes ATTITUDE Based on Hedonic Consumption Three Hierarchies of Effects Standard Learning Hierarchy Low-involvement Hierarchy Experiential Hierarchy

Attitude Hierarchies: 

Attitude Hierarchies The Standard Learning Hierarchy -Consumer approach decision as problem solving process The Low-Involvement Hierarchy –Consumer does not have strong initial preference –Consumer acts on limited knowledge –Consumer forms an evaluation only after product trial (based on good or bad experience) The Experiential Hierarchy - Consumer act on the basis of their emotional reaction

Experiential Hierarchy: 

Experiential Hierarchy Emotional Contagion –Emotions expressed by the communicator of a marketing message affect the attitude toward the product Cognitive-Affective Model – Argues that an effective judgement is the last step in a series of cognitive processes Independent hypothesis - suggest that affect and cognition are separate, partially independent systems

Attitudes and Advertisements: 

Attitudes and Advertisements Attitude towards the advertisement (Aad) Three emotional dimensions that have been identified in commercials - Pleasure -Arousal - Intimidation Special feelings that can be generated include: -Upbeat feelings - amused, delighted, or playful -Warm feelings - affectionate, contemplative, or hopeful -Negative feelings - critical, defiant, or offended

Forming Attitudes : 

Forming Attitudes Attitudes can form through: - Classical conditioning - using a jingle -Instrumental conditioning - the attitude object is reinforced -Learning through complex cognitive processes - learning what to do in social situation Key factors in Attitude formation -Information exposure -Group membership -Environment/experience -Want satisfaction

Unequal Attitudes: 

Unequal Attitudes Consumers vary in their commitment to an attitude. Degree of commitment related to commitment with the attitude object. - Compliance - formed to gain reward or avoid punishment -Identification - formed to be similar to others - Internalisation - has to become part of a person’s value system (hard to change once formed)

Attitude Models: 

Attitude Models Choosing products - we often choose products because of their association with a certain lifestyle Goal of Lifestyle Marketing - to allow consumers to pursue their chosen ways to enjoy and express their social identity Adopting Lifestyle Marketing - Implies that we must look at patterns of behaviour to understand consumers

Cognitive Dissonance: 

Cognitive Dissonance Cognitive dissonance is a psychologically uncomfortable condition brought about by an imbalance in thoughts, beliefs, attitudes, or behaviour. According to Cognitive Dissonance Theory, a discomfort or dissonance occurs when consumer holds confusing thoughts about a belief or an attitude object (either before or after purchase)

Post-Purchase Dissonance: 

Post-Purchase Dissonance Post-purchase dissonance occurs after the purchase -the consumer is not happy with the purchase - so they adjust their attitudes to conform to their behaviour - Post-purchase dissonance is quite normal - attitude change is frequently an outcome of an action or behaviour -dissonance propels consumers to reduce the unpleasant feelings created by the rival thoughts

Cognitive Dissonance: 

Cognitive Dissonance Degree of dissonance is dependent on the following factors -Significance of the decision -Number of alternatives –Attractiveness of rejected alternative –Number of negative characteristics of chosen object

Reducing Dissonance: 

Reducing Dissonance Tactics consumers use to reduce dissonance -rationalising the decision as being wise - seeking out advertisements that support the original reason for choosing the product -by trying to “sell” friends on the positive features of the brand -By looking to known owners for reassurance Tactics used by Marketers -reduce post-purchase uncertainty by aiming specific messages at reinforcing consumer decisions -developing relationship programmes designed to reward good customers and to build customer loyalty and satisfaction

Strategies of Attitude Change: 

Strategies of Attitude Change Marketers have several attitude-change strategies -Changing the consumer’s basic motivational function -Associating the product with an admired group or event -Resolving two conflicting attitudes -Changing consumer’s beliefs about competitor’s brands!)

Changing the basic motivational function: 

Changing the basic motivational function Altering attitudes is a key strategy for marketers, especially when taking aim at market leaders. Strategies include functional approach (4 functions) Utilitarian function - changing attitudes by showing that the product serves a useful purpose that the consumer did not previously consider Ego-Defensive function - offers reassurance to the consumer’s self-concept Value-Expresses function - anticipate and appeal to the consumer’s values, lifestyle, and outlook The Knowledge function - individuals generally have a strong need to know and understand the people and things with whom they come in contact -Most product & brand positioning are attempts to satisfy the customer’s needs to know and to improve the consumer attitudes towards the brand by emphasising its advantages over competitive brands

Resolving Two Conflicting Attitudes: 

Resolving Two Conflicting Attitudes If consumers can be made to see that their attitude toward a brand is in conflict with another attitude, they may be induced to change their evaluation of the brand Altering Components of the Multi-Attribute Model -Multi-attribute models provide marketers with insights as to how to bring about attitude change Changing the Relative Evaluation of Attributes -the market for many product categories is structured so that different consumer segments are attracted to brands that offer different features or beliefs - in these situations, marketers have an opportunity to persuade consumer’s to “crossover,” to shift their favourable attitude toward another version of the product -it serves to upgrade consumer beliefs about one product although downgrading another

Changing Attitudes to Brands: 

Changing Attitudes to Brands

Some methods of Measuring Attitude: 

Some methods of Measuring Attitude Likert Scale 1.This product is highly priced 2. This product is good value for money -strongly agree -strongly agree -agree -agree -neutral -neutral -disagree -disagree -strongly disagree -strongly disagree