contents

 Definition
 Need to study
 Importance of studying consumer’s
attitude
 Measuring consumer’s attitude
 Tools for measuring consumer’s attitude
 Marketing implications
 Case study
 Conclusions
 Definitions
“the strength of the consumers' belief with
regard to the company image or brand”
– positive
– negative
– Neutral

 3 components
– cognition (knowledge)
– affectivity (emotions and feelings)
– conation intention (behaviour).
 Need to study
To influence consumer purchasing
behavior.

Creating advertising campaigns.

Predicting brand preferences.

 Importance of studying consumer’s attitude

Improving targeting

Restraining market entry

Advertising and price elasticity

Remain competitive

For positioning and repositioning

Tools for measuring
attitude
 Balance Theory . . .
. . . proposes that people have a
preference to maintain a
balanced state among the
cognitive elements if these
elements are perceived as
forming a system

….basic rule: multiplication of

the signs of the relations must
come out with a positive sign.
Marketing Applications of Balance
Theory
• “Basking in reflected
glory:” consumers want to
show association with a
positively valued attitude
object.

• Example:
– Consumers: college
football fans
– Attitude object: winning
college football team

• Marketers use celebrity

endorsers of products to
create positive
associations
 Endorser

Sentiment
Connection
+
+ Unit connection
Person

?? to + Product

Sentiment
Connection
 Social Judgment Theory
• Social judgment theory: we assimilate
new information about attitude objects
in light of what we already know/feel

– Initial attitude = frame of reference

– Latitudes of acceptance and rejection
• Assimilation and contrast effects
• Example: “Choosy mothers choose Jif Peanut
Butter”
 Attitude-Toward-The-Object Model

Identifies three major

factors that are n
A o   b ie i
predictive of
attitudes:
•Salient Beliefs

•Strength of the
i 1
Belief

•Evaluation
 Fishbein Attitude Toward Object
Model: which college will be chosen by
Student Y?
Ao = Sum (Bi x Ei)
University/College

Attribute Ivy State U Local U

Ei Bi Bi Bi
High Price -2 9 -18 2 -4 5 -10
Good Job 3 8 24 6 18 3 9
Easy entry -1 1 -3 4 -4 8 -1
Learn a lot 2 9 18 7 14 4 8
21 24 -1
 The Ideal-Point model
n
A   Wi I i  X i
i 1

A: attitude towards the product

Wi: weight (importance) of attribute i
Ii: “ideal” performance on attribute i
Xi: belief about actual performance on
attribute i
n: number of salient attributes
 Marketing Applications of Multi-
Attribute Model
 Capitalize on relative advantage: convince consumers that
particular product attributes are important in brand choice.

 Strengthen perceived product/attribute linkages: if

consumers don’t associate certain attributes with the
brand, make the relationship stronger.

 Add a new attribute: focus on unique positive attribute that

consumer has not considered.

 Influence competitors’ ratings: decrease the attributes of

competitors
case study
 Some Managerial Implications
 Positioning/differentiation: position brands based upon key
attributes.

 Environmental analysis: assess and manipulate environment to

implement behavioral influence approach.

 Market research: employ to identify salient attributes and key

benefits, measure attitudes, and predict behavioral intentions
 CONT…..

 Marketing mix: identify benefits sought by consumers

and develop products to provide them. Develop
promotions to communicate to consumers key attributes,
to influence beliefs, attitudes, and behaviors.

 Segmentation: Employ benefit segmentation by

identifying target markets desiring specific product
benefits.
Conclusions
Questions?