Week 11 Flashcards
(26 cards)
Attitude
Predisposition to behave in a fairly consistently favourable or unfavourable manner with regards to any symbol or object. More fluid than personality, can be changed if people give a good enough reason.
Attitude Formation
Learned predispositions, socially influenced, normative influenced, direct and past influences, not always consistent
Cognitive Dissonance
The discomfort of holding two conflicting beliefs e.g. smoking, on a diet, recycling
Tri-Component Model
Cognition, Conation, Affect
Cognition
Knowledge, beliefs and perceptions e.g. I know eating vegetables is healthy
Affect
Feelings/Emotions e.g. I feel happy when I eat fresh fruit
Conation
Behavioural Intentions e.g. I buy a salad for lunch instead of fast food
Theory of Reasoned Action (TRA)
One of the most applied attitudinal model (Azjen and Fishbein, 1978) e.g. NZ drinking and driving ad
Normative beliefs
Belief that specific referents think I should/shouldn’t perform the behaviour
Normative motivation
Motivation to comply with the specific informants
Behaviour beliefs
Belief that behaviour leads to outcomes
Behaviour evaluation
Evaluation of those outcomes
-> Subjective norm
What people think I should do
-> Attitude towards the behaviour
=> Intentions turn into -> Behaviour
Referent
Anyone who can influence your behaviour
Theory of Planned Behaviour (TPB)
Capacity and Autonomy -> Perceived Behavioural Control => Intentions -> Behaviour
Attribution Theory
Explains how a person uses information to arrive at explanations about the cause and effect for events
Internal Attribution
Inference that a person is behaving a certain way because of something about the person (i.e. attitude, character, personality)
External Attribution
Inference that a person is behaving a certain way because of something about the situation or environment
- Change the basic motivational function
1) Utilitarian approach: make consumers aware of functions they had not previously thought of; 2) Ego-defensive function: replace insecurity with confidence and security; 3) Value-expressive function: communicate your values, they can attract people to a brand, place or organisation; 4) Knowledge function: change attitudes by giving people a reason to be curious
- Associate the product with an admired group
Connect the product/brand to something people are interested in
- Relate two conflicting attributes
Make use of conflict between attitudes
- Change beliefs about competitors brands
If product/brand is viewed as inferior to another, show consumers your unique point of difference
- Communicate free choice
By communicating free-choice, people don’t feel like they ‘had to’ do it
