Evaluations of people, objects or ideas
learned predispositions to respond to
an object in a consistently favorable/unfavorable
way
can be your own, your parents, your friends experiences
Attitudes
is learned
is targeted toward an “attitude object”
Causes responses that are typically consistent
Is a pre-disposition/general inclination (aka an “action
in waiting”).
Attitude
an __ is made up of a combo of affective, behavioral, and cognitive reactions to an object
- Affective: based on emotions toward object
- Behavioral (Behavioral Conation): based on your actions toward attitude object
- Cognitive (aka Beliefs): based on facts/thoughts/beliefs
( Beliefs: specific expectations about the target of the
attitude
Brand belief: specific qualities associated with a given
brand by a consumer)
can have competing or multiple types of ABC
Attitude
___ aspect of attitude based on emotions not “cold examination of the facts’
- Feelings are more likely to arise automatically, before cognitions
Can also be based on :
○ Values (religious, moral beliefs)
○ Sensory reaction (taste of chocolate - why do you like chocolate?)
○ Aesthetics (art)
○ Classical Conditioning
- Attractive spokesperson = good feelings about the brand
affect
Interpersonal attraction: _____
Repeated exposure increases perceptual fluency (ease of
processing)
Perceptual fluency increases positive affect for the
stimulus
repeat exposure –> perpetual fluency –> positive affect
Familiarity
_____ aspect of attitudes - weakest
- Attitude based on observations of how one behaves towards an attitude object
○ Self-perception theory (Bem) - when we don’t know our attitudes, we look to our behaviors to infer them
○ Inferring something based on your behaviors
“I must love my phone.. I do everything on it. Calendar, email, phone calls, movies”
Behavioral
____ aspect of attitudes.
Based on relevant facts or properties of something
we classify positive and negative aspects of an object to determine if we want to associate with it.
My iPad has a glare, my kindle doesn’t.
Cognitive
What forms the basis of our attitudes?
most important The Learning Hierarchy
Think (cognition)–>Feel (affect)–>Act(behavior)
most important the Emotional Hierarchy – you feel something and this dictates the behavior
Feel (affect)–>Act(behavior)–>Think (cognition)
weakest The Low-Involvement Hierarchy – you’ll spend lots more time deciding about a car than toilet paper. You take a lot of psych classes, oh I must like psych.. You buy the same toilet paper, oh I must like this brand
Act (behavior) –> Feel (affect) –> Think (cognition)
Attitude Hierarchies
Matching a ___ to an attitude.
To maximize persuasion, match the type of the message to the attitude
- If attitude is primarily cognitively based, present rational arguments & key features
○ Ex “I am going to convince you” - If attitudes attempting to change is primarily affectively based, use emotional appeals
○ Ex “I am going to charm you”
message
____ vs ____
1. Utilitarian products Examples: Appliances Car insurance Computers (second surface ad - more facts)
- Social identity products
○ Showing the people around us where we are socially
○ Perfume
○ Designer Products
○ Alcohol
(first surface ad - fun and clicks and rhythm)
- Social identity products
cognitive based vs affectively based
Attitudes and ___
- The majority of time our affect, behavior, and cognition towards an attitude object are consistent
If there is an inconsistency, this causes discomfort (dissonance) and a motivation to restore
- inconsistencies can account for inconsistencies in our behavior
consistency
attitudes and ____.
- LaPiere (1934)
○ Toured US with young Chinese couple during time of strong prejudice against Asians
○ stopped at 66 motels
○ All but 1 let them stay
○ Wrote them letters after and asked if they would let a Chinese couple stay
-92% said NO
behavior
When attitudes predict ____.
- Strong attitudes
○ Stable
○ Important attitudes
○ Easily accessed attitudes (fav shirt is on the top of your laundry basket)
○ Attitudes formed through direct experience (Scott & Luke and United) - Low situational pressures
○ Strongest influence on behavior is past behavior
- Minimum wage job - don’t like your boss because they don’t treat you well, you have to be nice to them anyways
behavior
Attitude ____ Theory
- Katz (1960) proposed that;
○ Attitudes exist to serve one of four function for the individual holding them
○ Persuasive appeals must match the function of the attitude - Appeals that do not do this will be weaker than the motivation for holding
the attitude.
Attitude Function Theory
Attitude ____ Theory
- The Knowledge Function
○ Attitudes structure and organize (cheap computer at Walmart) - Value-Expressive
- attitudes communicate important beliefs - The Ego-Defensive Function
- attitudes help consumers feel safe and secure about themselves, and accepted in a group (expressing a core value) - Utilitarian (adjustment) function
- Attitudes help approach pleasure and avoid pain
Attitude Function Theory
___ ___ is typically thought of in terms of purchasing support
- Brand loyalty
Two aspects: behaviroal (purchase) and attitudinal (commitment to brand; underlying attitude)
High/low combinations of both factors can lead to 4
profiles of customers
Customer Loyalty
____ ____.
Low commitment, high support: habituals
high commitment, high support: loyals
high commitment, low support: variety seekers (highly committed but will try something different every once in a while)
low commitment, high support: switchers (not commited to a brand more worried about money)
Consumer profiles (knox and walker, 2001)
