Attitudes Flashcards
(21 cards)
What is an attitude?
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
An attitude is a learned predisposition to respond in a consistently favorable or unfavorable with respect to a given object.
An attitude is the way one thinks, feels, acts toward some aspect of his or her environment.
What is the three components of attitude?
Cognitive Component (Beliefs) Affective Component (Feelings) Behavioral Component (Response Tendencies)
How can you change someone’s attitude?
For an attitude to remain the same, then all three attitude components must be consistent.
If one component changes, then usually all change in some respect.
Does attitude components tend to be consistent or inconsistent
Consistent
What has to happen to have a inconsistent attitude?
something has to effect a change in the affective or cognitive state.
What factors could account for inconsistencies in attitude?
Lack of Need
Lack of Ability
Failure to Consider Relative Attitudes
Attitude Ambivalence (holding mixed beliefs about an attitude object)
Weakly Held Beliefs and Affect
Failure to Consider Interpersonal/Situational Influence
So what steps would we take to help change the consumers’ attitude toward our products?
Change the Cognitive Component
Change the Affective Component
Change the Behavioral Component
Other factors that can influence attitude change is:
Individual Factors:
Gender, Need for cognition (thinking), Consumer Knowledge, Ethnicity, Regulatory forces
Situational Factors:
Program context, Level of viewer distraction, Buying occasion
What is ELM?
Elaboration likelihood method (ELM)
Are Consumers Resistant to Persuasion?
Consumers are not passive to persuasion attempts
Consumers are often skeptical (an individual characteristic) and resist persuasion
Consumers frequently infer an advertiser’s intent and respond in light of that presumed selling intent.
How can Consumers Resist Brand Attacks?
Discrediting (source is unreliable)
Discounting (reduce the importance of the issue or attribute)
Containment (consumers seal off their negative information, as a way to quarantine it and avoid having it spoil their positive attitudes)
Three types of communication characteristics is:
Source Characteristics
Represents “who” delivers the message
Appeal Characteristics
Represents “how” the message is communicated
Message Structure Characteristics
Represents “how” the message is presented
Source characteristics is:
Source Credibility
Persuasion is easier when the target market views the message source as highly credible
Trustworthiness and expertise
Celebrity Sources
Celebrity sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
Sponsorship
A company providing financial support for an event
Sponsorships often work in much the same manner as using a celebrity endorser
Appeal Characteristics is:
Fear Appeals Use the threat of negative consequences Can be both physical and social Humorous Appeals Humor appears to increase attention Comparative Ads Directly compare the features or benefits
Message Structure Characteristics is:
Message Framing:
Presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms
There are various types of message frames
The type of frame influences whether positive or negative framing is better
Attribute is the simplest form of message framing.
Decisions to use positive or negative framing should ultimately be based on research for a specific product and market
What percent of Americans believe that products made in China are high quality?
10%
25%
65%
25%
Cognitive component:
Cognitive consists of a consumer’s belief about an object For most attitude objects, people have a number of beliefs. Image result for amp beverage Ex: AMP beverages Energy Vitamins Price
Affective Component:
Affective
feeling or emotional reactions to an object
3 Benefits:
Utilitarian – functional benefits (something that might be useful)
Hedonic – emotional benefits (something that might be fun to use)
Aesthetic appeal (appearance, sensory experience)
Self-assessment manikin (SAM) is:
Marketers looked for a way to measure the affective component.
As marketers we want to observe Pleasure, Arousal, and Dominance as it relates to the affect component of consumers.
SAM measures these three parts – the PAD
Pleasure
Arousal
Dominance
Provides participants with visual representation of 232 “emotional adjectives” underlying PAD
Effective across different cultures and languages (pictures = no translation)
Behavioral component is:
Behavioral
one’s tendency to respond in a manner toward an object or activity
Might be one’s tendency to seek out the brand on store shelves or search for brand information.
Behavioral component
How marketers measure behavioral component:
Often measured by direct questioning or observation
Use indirect questioning when the topic is sensitive
having the consumer estimate the behaviors of others similar to themselves (reduces the bias)
