emm1 written report

7/28/2019 Emm1 Written Report

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TRIPARTITE MODEL AND ATTITUDE MEASUREMENT

Tripartite model

A conceptualization that focuses on the underlying structure of attitudes. According to

the ABC tripartite model, attitudes have three components: affective, behavioral, and cognitive.

a.) Affective component

It refers to the positive or negative emotional reaction that one has toward the

attitude object. These are feelings or emotions that people have in relation to theattitude object

b.) Behavioral component

It refers to a predisposition or intention to act in ways that reflect the attitude

object. These are peoples' actions with respect to the attitude object.

c.) Cognitive component

It refers to beliefs and thoughts about the attitude object.

These three components are viewed as interrelated, though not always consistent with

one another. Their responses to a stimulus are taken to suggest an overall attitude about some

object.

Attitude measurement

Attitudes are hypothetical constructs, abstract concepts that cannot be directly observed.This presents a measurement problem for attitude researchers. Nevertheless, attitude researchers

have tackled the problem by using both direct and covert measures.

Direct Measurement of Attitudes

The strategy behind the direct measurement of attitudes is to ask people, asstraightforwardly as possible, to identify their attitudes about a particular person or issue. Direct

measurement typically involves translating an abstract attitude into some sort of numerical scale.

1.) The Likert scaleOne of the most popular attitude measurement scales is the Likert scale, named

after its originator, Rensis Likert. This scale utilizes a numbered evaluative response

format on which people can indicate the extent of agreement or disagreement with a

statement reflecting some aspect of the attitude object. For example, a researcher assessing attitudes toward sexual harassment might present people with the statement,

“Sexual harassment is primarily a woman’s issue.” The scale accompanying the

statement could range from 1 (totally disagree) to 7 (totally agree), with all numbers in between. By having raters respond to a series of such statements, researchers can obtain



a summary score for a general attitude. The number of response options need not be set

at 7. Examples of Likert scales have been found with a 5-point response format, all the

way to a 100-point response format. Presumably, the more response options available, themore finely grained the analysis.

2.) Semantic differential measure of attitudes.The semantic differential approach specifically targets the evaluative aspect of anattitude. With this method, an object is rated on a pair of adjectives, which are opposites.

People might be asked to rate “welfare” along such dimensions as good -bad, valuable-

worthless, fair-unfair, etc. In addition to directly assessing the evaluative dimension of anattitude, the semantic differential cans asses’ attitudes toward broad, and general

concepts, rather than specific ones.

3.) Guttman scales.The Guttman scale presents a gradation of attitudes, ranging from the least

extreme to the most extreme. The assumption is that people will be able to endorse all the

items up to a certain degree of extremity, but beyond that they will no longer be able toendorse the remaining items.

Covert Measures of Attitudes

Many people hold attitudes that are socially undesirable or politically incorrect. As such,

there is a temptation to shade their responses toward a more socially acceptable position whenasked to complete a direct attitude measure. To overcome this response bias, social psychologists

have turned to covert measures of attitudes, a procedure in which the measurement technique is

disguised in some way. For example, some researchers have inferred attitudes on the basis of

facial expressions. An even more subtle variation of that technique is to measure patterns of changes in certain facial muscles. These patterns seem to differentiate positive and negative

attitudes, as well as assess the intensity of these attitudes.

BELIEFS, ATTITUDES, AND BEHAVIORS

Beliefs

It is the knowledge that a consumer has about objects, their attributes, and their benefitsObject refers to products, people, companies, and things about which people hold beliefs and

attitudes, while attributes are characteristics or features than an object might or might not have.

Benefits on the other hand are the positive outcomes that attributes might provide to the

consumer

Note: people buy a bundle of benefits, not product attributes; hence, benefit segmentation as a

basis for segmentation beliefs can differ between people beliefs and attitudes are directed towardsome specific object of those beliefs and attitudes



Three types of beliefs:

1. Object-attribute beliefsThe knowledge that an object possesses a particular attributes; these beliefs link

an attribute to an object.

2. Attribute-benefit beliefsThe extent in which a particular attribute will result in or provide a particular

benefit.

3. Object-benefit beliefs

The consumer’s perception of the extent to which a particular product, person, or

services will lead to a particular benefit.

A person's attitude about an object can be a function of the beliefs that a person holds

with regard the attitudinal object, but can also be a function of the importance of the individualattributes about which a person has beliefs.

Attitude

Is a learned predisposition to respond in a consistently favorable or unfavorable

manner with respect to a given object.

1.) Attitude objects

An evaluation is always made with respect to some entity or thing that is the object of

evaluation. Entities that are evaluated are known as attitude objects.

a professor (Bob Owen)

a presidential candidate (Perot)a car (is yours a clunker or a cream puff?)

a brand of shoes (those swoosh ones)

an environmental issue (offshore oil drilling)

2.) Evaluative responses

Those that express approval or disapproval favor or disfavor liking or

disliking approach or avoidance attraction or aversion.

Such evaluative responses are regarded as differing in valence or direction because they

can be classified into positive and negative evaluations.In addition, evaluations of a given valence differ in intensity or extremity. Such as

slightly positive vs. very positive.



Attitudes can be formed through:

a.) classical conditioning

e.g., patriotic music during a TV commercial for a political candidate

b.) operant conditioninge.g., friends make positive or negative responses to your comments about a particular car

model

c.) vicarious learning

e.g., a celebrity model is seen using a particular brand of cosmetics

d.) mere exposuree.g., Ace-Finderhol Ltd. is briefly mentioned as a TV show's sponsor each week

Attitude Change

Marketers use 3 approaches to try to change consumer attitudes towards products and brands,as shown in the examples below.

1. Changing beliefs about the extent to which a brand has certain attributes.

Ex. McDonalds ran an ad allay consumer concerns about too much cholesterol in its

French fries.

2. Changing the perceived importance of attributes.

Ex. Seven-up succeeded in building on its positive viewed “no-caffeine” attribute with its“Never had it, never will” slogan to build its market share.

3. Adding new attributes to the product.

Ex. P & G added calcium to its Citrus Hill Fruit juices hoping consumers would perceivethis new product attribute favorably.

Behaviors

It is everything that consumers do related to acquiring, using, and disposing of products.

And behavioral intentions are the intentions of consumers to behave in a particular way with

regard to the acquisition, use, and disposition of products .

THE FISHBEIN MODEL

The formula was derived from a theory of attitude in the late 70's. It simply shows how aconsumer will make a decision about a product based on their attitude of that product.



An Example of the Original Fishbein Attitude Model

Ao = biei

where,

Ao = Attitude toward the object (brand)

bi = belief about the brand’s possession of the attributeei = evaluation of the attribute as being good or bad

n = there are a limited number (n) of attributes which the

person will consider

The following asks a consumer to evaluate these attributes for luxury cars:

Attribute:

Sporty Styling

Good Handling/Ride

High Cost

Great Acceleration

Low Repair Frequency

Use the numbers from the following scale to evaluate each characteristic of luxury cars.

Neither Good

Extremely Moderately Slightly nor Slightly Moderately Extremely

Good Good Good Bad Bad Bad Bad

+3 +2 +1 0 -1 -2 -3

The consumer provides the following responses, which represent ei (an evaluation of the attribute

as being good or bad)

Attribute Rating (ei)

Sporty Styling +3

Good Handling/Ride +3High Cost -1

Great Acceleration +3

Low Repair Frequency +1

We then ask the consumer to rate three brands of interest to determine whether the consumer

believes each brand possesses each attribute (the bi).

n

i=1



Use the following scale to how likely it is that each luxury card brand possesses the

characteristic.

Neither

LikelyExtremely Moderately Slightly nor Slightly ModeratelyExtremely

Likely Likely Likely Unlikely Unlikely Unlikely Unlikely

+3 +2 +1 0 -1 -2 -3

Attribute Mercedes SLK Porsche 911 Corvette

Sporty Styling +3 +3 +2

Good Handling/Ride +2 +3 +2

High Cost +3 +3 +2

Great Acceleration +1 +3 +2

Low Repair Frequency

-1 -2 +2

To calculate the consumer’s attitude about each brand of car using the Original Fishbein Attitude

Model, multiply the attribute evaluations times the brand’s rating and sum for each brand.

Attribute Rating

(ei)

Mercedes

SLK (bi)

biei for

Mercedes

Porsche

911 (bi)

biei for

Porche

Corvette

(bi)

biei for

CorvetteSporty Styling +3 +3 +2 +2

Good

Handling/Ride

+3 +2 +3 +2

High Cost -1 +3 +3 +2

Great

Acceleration

+3 +1 +3 +2

Low Repair

Frequency

+1 -1 -2 +2

Ao =

Attitude scoresMercedes SLK = 14

Porsche 911 = 19Corvette = 18



Written Report

In

EMM1

(CONSUMER BEHAVIOR)

Calinawan, Judalyn

Vargas, Jessa

Hamaybay, Marvin

Sumabat, Bernardo

Corvera, Mae

Laurente, Apple Greg

Adorable, Marilyn

3MMA

TTh/9:00-10:30 a.m.

emm1 written report

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