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Components of attitude

Cognitive
– Awareness, comprehension, knowledge

Affective
– Evaluation, liking, preference

Conative
– Intentions, trial, purchase
Assumption in this chapter – High involvement situation

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Measuring attitude
• Respondent opinion (Y/N; rating, ranking)
• Respondent opinion on brand choice of
the peer group
• Usage level

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Measuring attitude
• A relatively new brand in the market
% of total market

4
3 5

6
2
1 7
-- 0 +
- Marketing efforts + Attitude

Competitive pressure

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Attributes & benefits
Important criteria on which purchase decisions are made.
eg. a car’s high mileage is an attribute
And 'saves money', is the benefit.

What are the strongest attributes in the following categories ?:


TV
Hotel
Life insurance
Aquaguard

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Attributes based ad Value based ad

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Measuring attribute based attitude
Means-Ends & Laddering Analysis

Product attributes
(measurable physical characteristics)

Consumer consequences
(results to the consumer) [TVC-Ariel]

Personal values
(desired end states) [TVC-Fair & Handsome]
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Measuring attribute based attitude

Leverage points –
A feature of an ad that leads the viewer to
transform the advertising message into a
personalvalue.

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Measuring attitude
Product Identify the attribute, consequence
& personal value

Milk food Height Feel accepted Nutrition


drink
Hair Colors white Young look Happiness
colorant hair

Scotch Smooth No hangover


Whisky ?

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