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7

ATTITUDES

ChapterSUMMARY

Oneofthemostinterestingstudiesinconsumerbehavioristhestudyofattitudes.Anattitudeisalasting,generalevaluationofpeople（includingoneself）,objects,advertisements,orissues.Theseevaluationscanbepositiveornegative.

Afunctionaltheoryofattitudes（developedbyDanielKatz）indicatesthatattitudeshavethefollowingfunctions:

utilitarian,value-expressive,ego-defensive,andknowledge.Attitudesalsorelatetoaperson’srelationshiptohisorhersocialenvironment.

Mostresearchersagreethatanattitudehasthreebasiccomponents:

affect（howsomeonefeels）,behavior（whatsomeonedoes—intentions）,andcognition（whatsomeonebelieves）.Althoughallthreecomponentsofattitudesareimportant,theirrelativeimportancewillvarydependingonaconsumer’slevelofmotivationwithregardtotheattitudeobject（Ao）.Attituderesearcherstraditionallyassumedthatattitudeswerelearnedinafixedsequence,consistingfirstoftheformationofbeliefs（cognitions）regardinganattitudeobject,followedbysomeevaluationofthatobject（affect）,andthensomeaction（behavior）.Dependingontheconsumer’slevelofinvolvementandcircumstances,however,attitudescanresultfromotherhierarchiesofeffectsaswell.Thesedifferenthierarchiescanbeusedtopredicttheoutcomeofavarietyofattitudesituations.Severalhierarchyformatsaredescribedinthechapter.

Consumersvaryintheircommitmenttoanattitude;thedegreeofcommitmentisrelatedtotheirlevelofinvolvementwiththeattitudeobject.Thedegreescanbedescribedasbeingcompliance,identification,orinternalization.

Oneorganizingprincipleofattitudeformationistheimportanceofconsistencyamongattitudinalcomponents—thatis,somepartsofanattitudemaybealteredtobeinlinewithothers.Suchtheoreticalapproachestoattitudesascognitivedissonancetheory,self-perceptiontheory,socialjudgmenttheory,andbalancetheorystressthevitalroleoftheneedforconsistency.

Thecomplexityofattitudesisunderscoredbymulti-attributeattitudemodels,whereasetofbeliefsandevaluationsisidentifiedandcombinedtopredictanoverallattitude.Factorssuchassubjectivenormsandthespecificityofattitudescaleshavebeenintegratedintoattitudemeasurestoimprovepredictability.Marketersnowattempttotrackattitudesovertimetobetterunderstandhowconsumerschangewithrespecttotheirfeelingsabouttheirenvironment,products,andservices.

ChapterOutline

1.ThePowerofAttitudes

a.Thetermattitudeiswidelyusedinpopularculture.Forourpurposes,anattitude

isalasting,generalevaluationofpeople（includingoneself）,objects,

advertisements,orissues.

1）Anythingthatonehasanattitudetowardiscalledanattitudeobject（Ao）.

2）Anattitudeislastingbecauseittendstoendureovertime.

3）Anattitudeisgeneralbecauseitappliestomorethanamomentaryevent（such

asaloudnoise）.

4）Attitudeshelpustomakeallformsofchoices（someimportantandsome

minor）.

DiscussionOpportunity—Asktheclasstobrainstormallthewaysthetermattitudeisusedinoursociety.Listthemontheboard.

TheFunctionsofAttitudes

b.ThefunctionaltheoryofattitudeswasinitiallydevelopedbypsychologistDaniel

Katztoexplainhowattitudesfacilitatesocialbehavior.Accordingtothis

pragmaticapproach,attitudesexistbecausetheyservesomefunctionforthe

person.Thatis,theyaredeterminedbyaperson’smotives.

c.ThefollowingattitudefunctionswereidentifiedbyKatz:

1）Utilitarianfunction—basedonrewardandpunishment.

2）Value-expressivefunction—goestotheconsumer’scentralvaluesorself-

concept.

3）Ego-defensivefunction—protectsthepersonfromthreatsorinternalfeelings.

4）Knowledgefunction—theneedfororder,meaning,andstructure.

*****UseConsumerBehaviorChallenge#2Here*****

DiscussionOpportunity—Bringinadvertisementsthatdisplayeachoftheattitudefunctions.

TheABCModelofAttitudes

d.Mostresearchersagreethatanattitudehasthreecomponentsthatcanberememberedas

theABCmodelofattitudes:

1）Affectreferstothewayaconsumerfeelsaboutanattitudeobject.

2）Behaviorinvolvestheperson’sintentionstodosomethingwithregardtoan

attitudeobject（thisintentionalwaysresultsinbehavior）.

3）Cognitionreferstothebeliefsaconsumerhasaboutanattitudeobject.

DiscussionOpportunity—ConstructanexampletoillustrateeachofthecomponentsoftheABCmodelofattitudes.

DiscussionOpportunity—Ask:

WhichofthethreecomponentsoftheABCmodelofattitudesdoyoubelieveisthemostcommonexplanationofattitudes?

Why?

DiscussionOpportunity—Ask:

Asfarasyouareconcerned,whichoftheABCs（inthehierarchyofeffectsmodel）doyoubelievehasthestrongestinfluenceoveryouwhenyouwanttobuyaCDplayer?

Whenyoutakeaspecialfriendouttolunch?

Whenyoutakethissamefriendouttodinner?

Whenyoubuyasoftdrink?

WhenyouturnontheradioandtheRushLimbaughorHowardSternprogramison?

Explainyourreasoningineachcase.

e.Therelativeimportanceofthecomponentsofanattitudevarydependingonthe

levelofmotivation.

1）Attituderesearchershavedevelopedtheconceptofahierarchyofeffects

toexplaintherelativeimpactofthethreecomponents（seeABCmodeldiscussed

earlier）.

2）Thethreehierarchiesare:

a）TheStandardofLivingHierarchy—thisisaproblem-solvingprocess.

b）TheLow-InvolvementHierarchy—basedongoodorbadexperiences.

c）TheExperientialHierarchy—anemotionalresponse.

1.Thesubdivisionofthismodelcouldincludethecognitive-affective

modelwhereaffectivejudgmentisthelaststepinaseriesof

cognitiveprocesses.

2.Theindependencehypothesissaysthataffectandcognitionare

separate,partiallyindependentsystems.

*****UseFigure7-1Here;UseConsumerBehaviorChallenge#1Here*****

DiscussionOpportunity—Giveanillustrationofthethreedifferenthierarchyofeffectsmodels.Askstudentshoweachofthemappliestoconsumerbehavior?

DiscussionOpportunity—Ask:

HowcanthethreedifferenthierarchyofeffectsmodelsbeappliedtoeCommerceandshoppingontheInternet?

Giveillustrationsofhowmarketersmightusethisinformationtomakebetterdecisions.

ProductAttitudesDon’tTelltheWholeStory

f.Marketersmustunderstandthatindecision-makingsituationspeopleformattitudes

towardobjectsotherthantheproductitselfthatcaninfluencetheirultimate

selections.

1）People’sattitudescanbeinfluencedbyadvertising.

2）Onespecialtypeofattitudeobjectisthemarketingmessageitself.

3）Theattitudetowardtheadvertisement（Aad）isdefinedasapredispositionto

respondinafavorableorunfavorablemannertoaparticularadvertising

stimulusduringaparticularexposureoccasion.Determinatesinclude:

a）Attitudetowardtheadvertiser.

b）Evaluationsoftheadexecutionitself.

c）Themoodevokedbythead.

d）Thedegreetowhichtheadaffectsviewers’arousallevels.

4）Theadalsohasanentertainmentvalue.

5）Feelingsaregeneratedbyanad.Emotionalresponsescanbevaried.

g.Atleastthreeemotionaldimensionshavebeenidentifiedincommercials.

1）Pleasure

2）Arousal

3）Intimidation

h.Specialfeelingsthatcanbegeneratedare:

1）Upbeatfeelings—amused,delighted,orplayful.

2）Warmfeelings—affectionate,contemplative,orhopeful.

3）Negativefeelings—critical,defiant,oroffended.

DiscussionOpportunity—Ask:

Thinkofwaysyourattitudeisaffectedbyadvertising.Asanexample,whatisyourattitudetowardthe“EnergizerBunny”commercial?

DoyoubuyEnergizerbatteries?

Relateyourpurchaseornon-purchasetoattitudes（othercurrentadscanbeusedtogetaresponse）.

DiscussionOpportunity—Canyouthinkofanyadsthatgiveyouanupbeatfeeling?

Warmfeeling?

Negativefeeling?

Howdotheadsdothis?

Whataffectdoesithaveonyourattitudes?

Doyoubuyanyproductsthatprojectanegativeattitude（whatabouttowardcompetition）?

2.FormingAttitudes

a.Attitudescanformthrough:

1）Classicalconditioning—usingajingle.

2）Instrumentalconditioning—theattitudeobjectisreinforced.

3）Leaningthroughcomplexcognitiveprocesses—onelearningwhattodoin

socialsituations.

DiscussionOpportunity—Pickoneareaanddemonstratehowyouthinkyoulearnedanattitude.Giveexamplestoillustrate.Howcouldamarketerhaveinfluencedyou?

NotallAttitudesareCreatedEqual

b.Allattitudesarenotformedinthesamewayorofequalstrength.

c.Consumersvaryintheircommitmenttoanattitude;thedegreeofcommitmentis

relatedtotheirlevelofinvolvementwiththeattitudeobject.

1）Compliance—formedtogainrewardoravoidpunishment.

2）Identification—formedtobesimilartoothers.

3）Internalization—hastobecomepartofaperson’svaluesystem（hardto

changeonceformed）

DiscussionOpportunity—Giveanillustrationofhowattitudeswereformedbyyouineachofthethreeways（levelsofcommitment）.Whichwerethestrongerattitudes?

Whichwereeventuallyreplaced?

TheConsistencyPrinciple

d.Accordingtotheprincipleofcognitiveconsistency,consumersvalueharmony

amongtheirthoughts,feelings,andbehaviors,andtheyaremotivatedtomaintain

uniformityamongtheseelements.Peoplewillchangetoremainconsistentwith

priorexperiences.

1）Thetheoryofcognitivedissonancestatesthatwhenapersonisconfronted

withinconsistenciesamongattitudesorbehaviors,heorshewilltakesome

actiontoresolvethis“dissonance,”perhapsbychanginganattitudeor

modifyingabehavior.

2）Peopleseektoreducediss