Lecture 8-Most Important ‼️‼️

Question 1

What is an Attitude?

Answer 1

A learned predisposition to behave in a consistently favorable or unfavorable way toward an object (product, ad, brand, etc.).

Question 2

What are the 4 Key Characteristics of Attitudes?

Answer 2

Object-specific – Tied to something (e.g., a brand or ad)

Learned – From experience or marketing

Consistent – But not permanent

Situational Influence – External factors may override your attitude

Question 3

What is the Tri-Component (ABC) Attitude Model?

Answer 3

A = Affective – Emotional feelings (e.g., “I like this brand”)
B = Behavioral/Conative – Intention or likelihood to act (e.g., “I’ll buy it”)
C = Cognitive – Beliefs and knowledge (e.g., “It’s affordable and good quality”)

Memory Aid:
ABC = Affect, Behavior, Cognition
Example:

I believe Samsung has great features (Cognitive)

I like Samsung (Affective)

I plan to buy it (Behavioral)

Question 4

What is the Theory of Reasoned Action (TORA)?

Answer 4

Key terms:

The Theory of Reasoned Action (TORA) says that a person’s behavior is determined mainly by their intention to act, which is influenced by their own attitude toward the behavior and the social pressure they feel (subjective norms).

Subjective norms = What your referents (parents, friends) think

Motivation to comply = How much you care what they think

Question 5

What are Strategies for Changing Attitudes?

Answer 5

Change the Motivational Function

Utilitarian: Highlight usefulness (e.g., saves money)

Ego-defensive: Protects self-image (e.g., “wear this, feel confident”)

Value-expressive: Align with values (e.g., eco-friendly)

Knowledge: Reduces uncertainty (e.g., product facts)

Question 6

What are Other Attitude Change Strategies?

Answer 6

Associate with event/cause (e.g., brand supports breast cancer awareness)

Resolve two conflicting attitudes (e.g., Buckley’s: “Tastes awful but works”)

Add or remove attributes (“Now with 0g sugar!”)

Change beliefs about competing brands (comparative ads)

Question 7

How is the Theory of Reasoned Action Different from the Tri-Component Model?

Answer 7

TPA includes social pressure (subjective norms) and intention

ABC focuses on internal components only

TPA is better at predicting actual behavior (since people consider how others will judge them)

TPA = Think People Approve (adds social pressure factor)

Question 8

Why Are Attitudes Important to Marketers?

Answer 8

Predict brand choice and loyalty

Help with targeting and positioning

Show how to build favorable perceptions

Indicate how to change negative beliefs