Attitudes

An attitude is a predisposition to act or feel a certain way towards a person or thing.

Attitudes.ppt

May 05

Attitudes
have an emotional charge + or occur within a situation can not be measured directly
self reporting or inference

Situation Attitude

are learned not temporary - more or less enduring

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Attitudes are learned

In the absence of existing attitude we are open to suggestion
Something (object of attitude)

Positive result Goal achievement

Formation of a + attitude
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Communicator effect
highly respected source helps formation of an attitude an inept attempt to teach an attitude can lead to a negative reaction eg. anti drug ads

Attitudes.ppt

May 05

Attitude stability depends on

how closely it's linked with other attitudes knowledge cognitive aspect degree of liking/disliking affective aspect
Attitudes.ppt May 05 5

Peanut butter example

Cognitive (Knowledge)
larger jar for the money less oil on top creamier and easier to spread

Affective (Emotional)
pretty label I like those teddy bear presenters

2 component model: sum of cognitive X affective leading to a goal

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Attitudes can be formed to preserve balance in our self image

Knowledge Opinion
Attitudes Have to fit with other attitudes, values, information accepted, what we do Changes in these may cause a readjustment of an attitude
eg. Johnny Cash for Ripple Wine Billy Jean King for sports clothes
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Values

Attitude to object vs attitude to a behaviour

The attitude-toward-object model
Attitude is function of evaluation of product -specific beliefs and evaluations

The attitude-toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

Object: Rolls Royce car Behaviour: purchasing a Rolls Royce

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Tricomponent Attitude Model (ABC)

Affect (How I feel about it)plus Behavioural tendency (Conative), plus Cognitions (what I think or know) about likely consequences of behaviour

AFFECTIVE Behaviour CONATIVE (Feeling)

COGNITIVE Knowledge

Attitudes.ppt

May 05

Measurement
Observation - difficult & time consuming Qualitative
pinpoint importnat attributes & issues provide direction for further research

Self reporting scales

Likert - degree of agreement with a statement Semantic differential - opposite adjectives Rank order scale Constant sum scale
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Attitude Profiling
Single component
One dimensional based on feelings Healthy vs unhealthy breakfast Popular in commercial market research Could be a lot more specific

Multi attribute methods

What are key ATTRIBUTES used to judge something Rate the brands on these attributes How important is each attribute?
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Multiattribute model
This college has great facilities Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 3 4 5 6 7 strongly Teachers at this college are highly professional Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 3 4 5 6 7 strongly Courses are recognised by employers Disagree |__|__|__|__|__|__|__| Agree strongly 1 2 4 5 6 7 strongly College is easy to get to Disagree |__|__|__|__|__|__|__| Agree Strongly 1 2 3 4 5 6 7 strongly
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Snake diagrams

Fishbein type models SUM of Score X Importance on all attributes

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Attitude change strategies

Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors Brands
Attitudes.ppt May 05 14

Four Basic Attitude Functions

utilitarian
what it will do for you

ego defensive function

helps protect customer self image

value expressive
reflects customers general values, lifestyle or attitude

knowledge
cater to customer need to know
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Associate with a special group, event or cause

eg. famous people who attended TAFE associate with Football, Olympics, etc.
Relating two conflicting attitudes eg Do you want a status course or a job

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Alter components of the multi attribute model

change the evaluation of attributes
eg. you'll get a job with TAFE

changing broad beliefs

eg. TAFE is more than this is how we hold the drill

adding a new attribute

eg social activities

change the overall brand rating

eg the one personnel companies go to first

5. Change beliefs about competing brands

Attitudes.ppt May 05 17