ch 7.1

• Lasting, general evaluations of people, objects, or issues are referred to as attitudes.

Ruby and Ice Cream

• Ice cream is an attitude object (Ao) because she has feelings towards the product.

Common Use of "Attitude" vs. Consumer Behavior

• The term "attitude" is widely used in popular culture similarly to how it is used in consumer behavior studies.

Marketers and Attitude

• Attitude, for marketers, is the preference one holds for one item over another. For example, a preference for Chinese food over Mexican food.

Functional Theory of Attitudes

• Katz initially developed the functional theory of attitudes.
• Utilitarian function is addressed by ads that stress straightforward product benefits.
• A primary application of the functional theory to strategically positioning products is that in many cases, a particular function will dominate a consumer's need.

Jules' Magazine Preference

• Jules loves Vogue and Harper's Bazaar; they love French food, travel, and social media.
• The value-expressive function describes their motives.
• Value-expressive attitude functions are highly relevant to lifestyle analyses.
• According to the functional theory of attitudes, attitudes are determined by a person's motives.
• If a cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests, the attitude formation for this product reflects the value-expressive function more than the utilitarian function.
• If someone wears red, flashy outfits because it expresses something about their lifestyle, this exemplifies the ego-defensive function of attitudes.
• Promotions like price discounts, rebates, coupons, and loyalty rewards are found to be more effective for hedonic purchases than for utilitarian purchases.
• If someone will only drink Earl Grey tea, this tea is their attitude object.

Jan's Mint Purchase

• Jan's hierarchy of effects when buying a new flavor of mints can best be represented by cognition → behaviour → affect.

ABC Model of Attitudes

• Most researchers agree that an attitude has three components in the ABC model: affect, behaviour, cognition.
• The concept that attempts to explain the relative impact of the three components of an attitude and the sequence of steps occurring en route to the formation of an attitude is called the hierarchy of effects.
• Zajonc's hierarchy of effects model involves affect → behaviour → beliefs.
• If someone studies wines and perfects their palate, their attitude can be described as being based on cognitive information processing.
• Attitudes are composed of three components.

Jean's Home Theatre System

• When someone seeks out information, considers it carefully, and arrives at a thoughtful decision, the high involvement hierarchy is exhibited.
• Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because it implies that much of marketing communications would be wasted effort.
• If a company knows its product has little brand loyalty, it should concentrate first on the behavioural learnings generated by their product.

Billie and TV Ads

• A predisposition to respond to an advertisement in a favorable or unfavorable manner is referred to as attitude toward the advertisement.

Coca-Cola's "Open Happiness" Campaign

• Coca-Cola's campaign is attempting to utilize emotional contagion by using smiling people drinking the product with the brand name forming a smile.

Cognition and Affect

• Affective responses do not always require prior cognitions according to the independence hypothesis.

Simi's Gum Purchases

• The low-involvement hierarchy appropriately describes Simi's gum-buying situation because she tries some, likes some, and rejects some.

ABC Model and Attitude Objects

• Affect refers to the way consumers feel about an attitude object.
• Behaviour, in the ABC model of attitudes, involves what a person actually does, not what he intends to do with regard to an attitude object.
• People who dress formally because they believe it marks them as someone who is "dressed for success," are basing this decision on the cognition part of the ABC model of attitudes.
• High involvement with a product decision is more likely to lead to brand loyalty than low involvement.
• A marketing message is a special type of an attitude object.
• The attention-catching ad for the newly launched healthy cereal from a well-respected food company is repeated numerous times meaning Ron's Aad should be positive.
• If someone is watching a television advertisement, the only elements that will influence their attitude toward the advertisement are their attitude toward the advertiser and the mood evoked by the ad.

Instrumental Conditioning

• A statement that displaces the attempt to form an attitude through instrumental conditioning is Buckley's "It tastes awful. And it works.".
• Grey Goose vodka tries to get consumers to imitate the behaviour of successful models by depicting a person getting turned down for not drinking their brand.
• How strongly consumers hold an attitude toward an object is usually related to their level of involvement with the attitude object.

Snickers Candy Bars

• Someone may eat Snickers candy bars because this is the brand that all their friends eat to avoid upsetting their friends. This would be an example of compliance based on degree of commitment.
• When consumers change their behaviour to increase their similarity to another person or to a group, identification is said to be the level of commitment to that attitude.
• If someone was really angry when Coca-Cola attempted to switch from its older formula to New Coke, that is an example of internalization.
• Harmonious feelings among your thoughts, feelings, and behaviours is the underlying principle of cognitive consistency.
• If someone purchases a new car for $35,000 but then sees the same car for $3,000 less, they will fairly quickly experience cognitive dissonance.
• Cognitive dissonance is put forth by the theory as a variable.
• If one group in an experiment was simply asked politely to try Juice A, and a second group were tricked into trying Juice A, the second group liked the juice more, and the theory of cognitive dissonance helped explain these results. It may violate a person's sense of consistency to be tricked, therefore members of the second group concluded that they really drank the juice because it tasted good.
• One way we maintain cognitive consistency is by inferring that we must have liked a product because we bought it, which is a key feature of self-perception theory.
• If someone considered herself to be relatively liberal and then joined an activist group that she deemed "extreme," this this is due to social judgement theory.
• After an automobile purchase, marketers should call customers with additional information to support purchase.
• Rather than selling someone on the price of a $150,000 Mercedes Benz, marketers find that getting agreement on a variable like colour or styling first helps as it relates to the foot-in-the-door technique.
• We grant a certain latitude toward acceptance or rejection of new ideas about an object for which we already hold an opinion. The tendency to characterize ideas falling in the area of rejection as farther from our position than they actually are results in a contrast effect.
• Using a well-known actor in an ad to create a positive sentiment for a newly-launched innovative moisturizing cream is an example of the marketing application of balance theory.

Balance Theory

• A sentiment relation occurs where two elements are linked.
• According to the balance theory of attitudes, one element is seen somehow as belonging to or being part of another element in a unit relation.
• According to the balance theory of attitudes, when two elements are linked because someone has expressed a preference, either positive or negative, for the third, a sentiment relation exists.
• If Mary has always had a good relationship with her mother, met a friend at the university, and Mary's mother really disliked her new friend, Mary will try to get her mother to change her attitude, or will change her attitude toward her mother, or toward her new friend.

Andy Wilcox and Campaign Signs

• Andy Wilcox's campaign manager asked people to put a small pro-Wilcox sign in their yard, then asked if a larger sign could be placed in their yards exemplifying the foot-in-the-door technique.
• In considering joining the Marine Corps, Morris realizes that to join the corps he will have to accept the new idea of women in the Marine Corps, showcasing an example of social judgment theory in action.

Fishbein Model

• The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their salient beliefs for each product attribute.
• The multi-attribute attitude model implies that a consumer's attitude toward a product can be predicted by identifying the specific beliefs held about the several product attributes and combining them into one overall measure of the consumer's attitude.

Ken and His College Decision

• Ken is using a multi-attribute model to make a decision on which college to attend by focusing on Scholarly reputation, friendliness of students, and the adequacy of the college placement division. Ken is primarily using attributes to make his decision.
• Sam is using a multi-attribute model to make a decision regarding college by focusing on scholarly reputation over sports. Sam is primarily using importance weights to make her decision.

Fishbein Model Components

• The three components of the Fishbein model are salient beliefs, object-attribute linkages, and evaluation.
• To use the Fishbein model to measure attitudes toward a professional hockey team, you would determine the important attributes that would pertain to a professional hockey team.
• Multi-attribute attitude models specify attributes, beliefs, and importance weights.
• Add a new product feature is a strategic application of multi-attribute models.

Extended Fishbein Model

• There a often a number of factors not under the control of the individual that will hinder the ability of any model to predict behaviour perfectly, hence why the extended Fishbein multi-attribute model recognizes a distinction between behavioural intentions and actual behaviour.
• To understand why his customers feel the way they do about the speakers he sells, Fred identifies important speaker attributes, analyzes the extent to which his customers believe his speakers contain those attributes, and identifies the relative importance of each attribute, this is due to Fred utilizing a multi-attribute attitude model.

Correlating Attitude with Behavior

• Saying something and actually doing it can be very different, according to many attempts to correlate reported attitude toward something with actual behaviour.
• A social pressure element was added to the extended Fishbein model because preferences of others impact individual preferences.
• Some outcomes are beyond the consumer's control, which is one of the obstacles to predicting behaviour using the Fishbein model.
• A research firm decided to try the extended Fishbein model to measure attitudes and needed to add the influence of an individual's attitude toward the act of buying to their original research, in order to try and extend the Fishbein model.
• The relative impact of subjective norms may vary across cultures, which diminishes the universality of the theory of reasoned action.

Attitude Accessibility Perspective

• Behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered, according to the attitude accessibility perspective.
• Knowing how someone feels about buying a product is more valid than merely knowing the person's evaluation of the product as one looks at the attitude toward buying, focusing on the perceived consequences of a purchase.
• Research reveals that as the number of people in line behind a target customer increases, the customer will feel more pressure to conclude the transaction quickly leading to experiencing greater negative effect.