attitudes & in tensions
TRANSCRIPT
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Chapter 6
Attitudes and
Intentions
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What Is an Attitude?
Attitude is a person’s overall evaluation of aconcept.
Evaluations are affective responses created by:Affective systems
Cognitive systems
Overall evaluation is formed when consumersintegrate knowledge, meanings, or beliefs aboutthe attitude concept (integration process).Analyzes the personal relevance of the concept and
determines whether it is favorable or unfavorable.
Evaluations may be stored in memory.
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What is an Attitude? cont.
Whether an attitude will affect interpretation orintegration processes depends on its:
Accessibility in memory (or probability of activation), influenced by:
Salience or importance.
Frequency of prior activation.
Strength of the association between a concept and its
attitude.
Attitudes can be measured by asking consumersto evaluate the concept of interest.
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Attitudes Toward What?
Various physical and social objects
Intangible objects
Behaviors or actions
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Levels of Attitude Concepts
Concepts vary in their levels of specificity:
Product class
Product form
Brand
Model
Brand/model general situation
Brand/model specific situation
Marketers must measure the attitude concept at the level
of specificity most relevant to the marketing problem.
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Exhibit 6.1 - Levels of Specificity of an Attitude
Concept
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What is an Attitude? - Marketing Implications
Brand equity involves a strong, positive brandattitude based on favorable meanings and beliefsthat are accessible in memory.
Creates a strong, favorable consumer-brandrelationship.
Can be built, borrowed, or bought.
Attitude tracking studiesMarketers can use measures of consumers’
attitudes to indicate the success of marketingstrategies.
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Attitudes Toward Objects
Salient beliefs
Activated beliefs.
Only salient beliefs about an object create aperson’s attitude toward that object.
Many factors influence which beliefs about anobject will be activated in a situation and thusbecome salient determinants of A
o(attitude
toward objects).
Salient beliefs vary over time or situations forsome products.
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The Multiattribute Attitude Model
Multiattribute attitude models focus on
consumers’ beliefs about multiple product or
brand attributes.Martin Fishbein’s model is most influential in
marketing.
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The Multiattribute Attitude Model (cont.)
Key proposition
Evaluations of salient beliefs cause overallattitude.
Overall attitude is a function of two factors
Strengths of the salient beliefs associated withthe object.
Evaluation of those beliefs.
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The Multiattribute Attitude Model (cont.)
AO
= attitude toward the object
bi = strength of the belief that the object has
attribute i
ei = evaluation of attribute i
n = number of salient beliefs about the object
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The Multiattribute Attitude Model (cont.)
Model components
Belief strength is the perceived probability ofassociation between an object and its relative
attributes.Affected by past consumer experiences.
Number of salient beliefs about an attitude objectunlikely to exceed seven to nine.
Belief evaluation reflects how favorably theconsumer perceives that attribute.Not necessarily fixed over time or constant across
different situations
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Attitudes Toward Objects -
Marketing Implications
Understanding your customers.
Diagnosis of marketing strategies.
Understanding situational influences.
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Attitude-Change Strategies
Add a new salient belief about the attitude object.
Increase the strength of an existing positive
belief.Improve the evaluation of a strongly held belief.
Make an existing favorable belief more salient.
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Attitudes Toward Behavior
Most research has found rather weak
relationships between attitudes toward an object
and specific single behaviors.It is not possible to predict with accuracy any
specific behavior based on knowing a person’s
overall attitude toward the object of the behavior.
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Exhibit 6.6 - The Theory of Reasoned Action
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The Theory of Reasoned Action cont.
Any reasonably complex voluntary behavior is
determined by the person’s intention to perform that
behavior.
Assumes consumers:Consciously consider the consequences of alternative behaviors.
Choose the one that leads to the most desirable consequences.
Outcome is an intention to engage in the selected
behavior.The theory is not relevant for extremely simple or
involuntary behaviors.
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The Theory of Reasoned Action cont.
Model components
Behaviors are specific actions directed at sometarget object.
Behavioral intention is a propositionconnecting self and a future action.
Attitude toward the behavior or action reflectsthe consumer’s overall evaluation of performingthe behavior.
The subjective or social norm componentreflects consumers’ perceptions of what other people want them to do.
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Attitudes Toward Behavior -
Marketing Implications
Situational context has powerful influences onconsumers’ behavioral intentions.
To develop effective strategies
Determine whether the attitude toward thebehavior or action or the subjective normcomponent has the major influence onbehavioral intentions.
Measures of consumers’ intentions may not beperfect indicators of the actual intentions thatdetermine the behavior.
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Intentions and Behaviors
To accurately predict behaviors, marketers should
measure consumers’ intentions at the same level
of abstraction and specificity as the action, target,and time components of the behavior.
Situation context also should be specified when it
is important.
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Intentions and Behaviors (cont.)
Factors that reduce or weaken the relationshipbetween measured behavioral intentions andobserved behavior:
Intervening time
Different levels of specificity
Unforeseen environmental event
Unforeseen situational contextDegree of voluntary control
Stability of intentions
New information
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Intentions and Behaviors (cont.)
Despite less-than-perfect accuracy, measures of
purchase intentions are often the best way to
predict future purchase behaviors.Certain behaviors just cannot be accurately
predicted from beliefs, attitudes, and intentions.
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Summary
Attitude is a consumers’ overall evaluation of an
object.
Attitude objects vary in levels of abstraction andspecificity.
Discussed consumers’ attitudes toward objects
and described Fishbein’s multiattribute model.
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Summary (cont.)
The theory of reasoned action identifies
consumers’ attitudes toward performing
behaviors and social influences as the basis forbehavioral intentions.
The problems of using measures of behavioral
intentions to predict actual behaviors were
discussed.
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Summary (cont.)
Consumers’ activated knowledge is the basic
factor underlying their attitudes, subjective
norms, and intentions, and ultimately their
behaviors.
Activated salient beliefs and the resulting
attitudes and intentions are sensitive to situational
factors in the environment, including marketing
strategies.