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Attitudes : 

Attitudes.ppt May 05 1 Attitudes An attitude is a predisposition to act or feel a certain way towards a person or thing.

Attitudes : 

Attitudes.ppt May 05 2 Attitudes have an emotional charge + or – occur within a situation can not be measured directly self reporting or inference are learned not temporary - more or less enduring Situation Attitude

Attitudes are learned : 

Attitudes.ppt May 05 3 Attitudes are learned In the absence of existing attitude we are open to suggestion Something (object of attitude) Positive result Goal achievement + Formation of a + attitude

Communicator effect : 

Attitudes.ppt May 05 4 Communicator effect highly respected source helps formation of an attitude an inept attempt to teach an attitude can lead to a negative reaction eg. anti drug ads

Attitude stability depends on : 

Attitudes.ppt May 05 5 Attitude stability depends on how closely it's linked with other attitudes knowledge - cognitive aspect degree of liking/disliking - affective aspect

Peanut butter example : 

Attitudes.ppt May 05 6 Peanut butter example Cognitive (Knowledge) larger jar for the money less oil on top creamier and easier to spread Affective (Emotional) pretty label I like those teddy bear presenters 2 component model: sum of cognitive X affective leading to a goal

Attitudes can be formed to preserve balance in our self image : 

Attitudes.ppt May 05 7 Attitudes can be formed to preserve balance in our self image Have to fit with other attitudes, values, information accepted, what we do Changes in these may cause a readjustment of an attitude eg. Johnny Cash for Ripple Wine Billy Jean King for sports clothes Knowledge Opinion Attitudes Values

Attitude to object vs attitude to a behaviour : 

Attitudes.ppt May 05 8 Attitude to object vs attitude to a behaviour The attitude-toward-object model Attitude is function of evaluation of product -specific beliefs and evaluations The attitude-toward-behavior model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Object: Rolls Royce car Behaviour: purchasing a Rolls Royce

Tricomponent Attitude Model (ABC) : 

Attitudes.ppt May 05 9 Tricomponent Attitude Model (ABC) Affect (How I feel about it)plus Behavioural tendency (Conative), plus Cognitions (what I think or know) about likely consequences of behaviour AFFECTIVE (Feeling) Behaviour CONATIVE COGNITIVE Knowledge

Measurement : 

Attitudes.ppt May 05 10 Measurement Observation - difficult & time consuming Qualitative pinpoint importnat attributes & issues provide direction for further research Self reporting scales Likert - degree of agreement with a statement Semantic differential - opposite adjectives Rank order scale Constant sum scale

Attitude Profiling : 

Attitudes.ppt May 05 11 Attitude Profiling Single component One dimensional based on feelings Healthy vs unhealthy breakfast Popular in commercial market research Could be a lot more specific Multi attribute methods What are key ATTRIBUTES used to judge something Rate the brands on these attributes How important is each attribute?

Multiattribute model : 

Attitudes.ppt May 05 12 Multiattribute model This college has great facilities Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 3 4 5 6 7 strongly Teachers at this college are highly professional Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 3 4 5 6 7 strongly Courses are recognised by employers Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 4 5 6 7 strongly College is easy to get to Disagree |__|__|__|__|__|__|__| Agree Strongly 1 2 3 4 5 6 7 strongly

Snake diagrams : 

Attitudes.ppt May 05 13 Snake diagrams Fishbein type models SUM of Score X Importance on all attributes

Attitude change strategies : 

Attitudes.ppt May 05 14 Attitude change strategies Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands

Four Basic Attitude Functions : 

Attitudes.ppt May 05 15 Four Basic Attitude Functions utilitarian what it will do for you ego defensive function helps protect customer self image value expressive reflects customers general values, lifestyle or attitude knowledge cater to customer need to know

Associate with a special group, event or cause : 

Attitudes.ppt May 05 16 Associate with a special group, event or cause eg. famous people who attended TAFE associate with Football, Olympics, etc. Relating two conflicting attitudes eg Do you want a status course or a job

Alter components of the multi attribute model : 

Attitudes.ppt May 05 17 Alter components of the multi attribute model change the evaluation of attributes eg. you'll get a job with TAFE changing broad beliefs eg. TAFE is more than this is how we hold the drill adding a new attribute eg social activities change the overall brand rating eg the one personnel companies go to first 5. Change beliefs about competing brands

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