Lecture 6 Flashcards
(15 cards)
Attitude
Attitude is a relatively global and enduring evaluation that expenses how much we like or dislike an object, brand, person or action
Evaluation
Evaluation is based on the associations linked to an object brand etc (ie learemned from messages and experiences )
Attitudes influencing sales
Attitudes influence our behaviour in acquiring, consuming and disposing a product. Marketers need to strengthen and change attitudes to influence consumer decision making and to sell products. Attitudes can influence behaviour but they not always do.
Attitude > behavioural intention > behaviour
Characteristics of attitudes
Favo ur ability (how much you like vs dislike) Confidence (how certain) Resistance (how difficult to change) Accessibility (how easy retrieved) Persistence ( how enduring) Ambivalence (how positive / negative)
Two routes to change attitudes
Cognition: attitudes are based on thoughts we have about information received from external sources (add, sales, people, friend)
Focus: functional perspective (ie what features has the product) = utilitarian
Affect: attitudes are based on feelings / emotions we have or observe when in contact with external sources ( ads sales people friends)
Focus: emotional perspective (ie does it fee right) = hedonic
Direct or imagined experiences ( cognitive models: theories how thoughts create attitudes)
Attitude formation based on elaborating on an actual experience with a product or the imagination what that experience could be like (ie testing a product or watching a movie trailer)
Reasoning by analogy or category ( cognitive Models: theories hoe thoughts create attitude)
Formation of attitudes by considering how similar a product is to other products or to a particular product category ( Coca Cola, Fanta!
Value driven ( cognitive models: theories how thoughts create attitude)
formation of attitudes by individuals values (eg environmental protection > more positive attitude towards green products)
Analytical process of attitude formation
Forming attitudes based on the cognitive response to a marketing message / info three cognitive responses :
Supporti arguments: thoughts that express agreement with the message
Counter arguments: thoughts that express disagreemwnr with the message
Source derogations: thoughts that discount the or attack the message source
Cognitive dissonance
Cognitive disonnance is the Feeling of discomfort (inner stress) when we hold contradictory beliefs ( eg a marketing message is different from our belief)
Consumers solve discrepancies by:
Changing the attitude
Justifying the attitude by acquiring information that supports initial attitude
Justifying the attitude by ignoring or denying the information
Generating belief discrepancy can create even more counter arguments if consumers have strong beliefs
Source credibility
Source credibility is the extent to which the source is trustworthy, an expert or has status / reputation. Important factors like trustworthiness expert status and company reputation
Managerial implication: marketing messages must be credible to generate support arguments to restrict counter arguments and to avoid source derogations
Influencing cognitive based attitudes: the message
Source credibility influences the acceptance of the message but the message itself needs to be credible as wel
Factors influencing the credibility of the message
Quality of the arguments - use of strong arguments to explain superiority of products or distinct product features in a message ( eg highlighting the ups, match amount to consumer effortH
One vs two sided messages
Two sided messages: presentation of not only positive (ie one sided) but both positive and negative information (increases credibility and weakens counter argument)
Particularly effective when
Consumers have negative attitudes initially
When there is exposure to counter messages from competitors
Negative messages is about an atttibute that is not extremely important
Comparative messages: message that references the competition by making direct ( eg compared to maccys) or indirect ( eg other leading brand comparisons)
Key takeaways
An attitude is A global and enduring evaluation of how much we like or dislike an object brand person or action
Knowing how to influence attitudes is crucial for managers as attitudes drive consumer behaviour (ie purchases)
Attitudes can be changed on cognition (ie thoughts or affect (ie feelings/ emotions)
Cognitive methods include an analytical process of attitude formation, in which consumers put in high effort to form their attitude (ie supporting arguments, counter arguments, and source derogations
Communication with a credible source and a credible message are essential to change attitudes and to increase sales
