Attitudes

Chapter 7

The Power of Attitudes

Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
Attitude object (AO) Help to determine a number of preferences and actions
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Functional Theory of Attitudes

Katz: Attitudes exist because they serve some function
Determined by a persons motives

Attitude functions:
Utilitarian-basic principle of reward & punishment Value-expressive-not objective benefits but self concept, Loreal, Ponds age miracle Ego-defensive-marlboro cigarettes/deo Knowledge-Bayer/Accu check

Marketers emphasize the function a product serves for consumers

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ABC Model of Attitudes

Three interrelated attitude components:
Affect-how consumer feels about a product Behavior-intentions to take actions Cognition-what he believes to be true

Hierarchy of effects
Relative impact/importance of attitude components depends on consumers motivation toward attitude object
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Standard Learning Hierarchy: Cognition Affect Behavior Low involvement Hierarchy: Cognition Behavior Experiential Hierarchy: Affect Behavior

Affect

Cognition

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Attitude Commitment
Degree of commitment is related to level of involvement with attitude object
Compliance Identification Internalization

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Social Judgment Theory

We assimilate new information about attitude objects in light of what we already know/feel
Initial attitude = frame of reference Latitudes of acceptance and rejection
Assimilation and contrast effects Choosy mothers choose Jif peanut butter

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Balance Theory
Triad attitude structures
Person Perception of attitude object Perception of other person/object
Perception can be positive or negative

Balanced/harmonious triad elements

Unit relation and sentiment relation

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Multi-attribute Attitude Models

Three elements
Attributes of AO (e.g., college)
e.g., Scholarly reputation

Beliefs about AO
e.g., University of North Carolina is strong academically

Importance weights
e.g., Stressing research opportunities over athletics
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Discussion
Construct a multi-attribute model for a set of local restaurants
Based on your findings, suggest how restaurant managers can improve an establishments image via the strategies described in this chapter
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