Chapter 11 - Attitude and attitude change. In this lecture we will discuss exactly what an attitude is, discuss the components that make up an attitude, look at ways we can change attitudes, and discuss the use of marketing communications in changing attitudes.
Chapter 11 Attitude and Attitude Change • What are attitudes? • Main components of attitudes • Strategies that can be used to change attitudes • Effect of marketing communication on attitudes Strategic implications of attitudes Copyrightê2004McGrawưHillAustraliaPtyLtd 111 Attitudes Attitude components – – – cognitive affective behavioural • Component consistency Measurement of attitude components Copyrightê2004McGrawưHillAustraliaPtyLtd 112 Definition of Attitude • An attitude is a learned predisposition to respond in a consistently positive or negative way to a given object or event Copyrightê2004McGrawưHillAustraliaPtyLtd 113 Terminology Favourability: the positive or negative evaluation of the object or event • Intensity: the strength with which the consumer can hold an attitude • Confidence: the degree to which the consumer believes their attitude is right Copyrightê2004McGrawưHillAustraliaPtyLtd 114 Components of an Attitude Cognitive Affective Behavioural Copyrightê2004McGrawưHillAustraliaPtyLtd 115 Attitude Components and Manifestations 11–6 Cognitive Component • Consists of the consumer’s beliefs and knowledge about the attributes of a particular brand, product or outlet – many beliefs relate to the evaluation of attributes – the cognitive component represents the summation of evaluations multi-attribute model Copyrightê2004McGrawưHillAustraliaPtyLtd 117 Affective Component Represents the consumer’s ‘feelings’ or emotional reaction to a product – Based on experience or cognitive information – Response is person-situation specific Cultural influence Copyrightê2004McGrawưHillAustraliaPtyLtd 118 Behavioural Component Represents the consumer’s tendency (intention) to respond in a particular way towards the object or event – Behaviour – Intention – Situational influence Copyrightê2004McGrawưHillAustraliaPtyLtd 119 Component Consistency The three components of an attitude (cognitive, affective and behavioural) have a tendency to be consistent • A change in one component will have a flow-on effect on the other components Copyright ª 2004 McGrawHill Australia Pty Ltd 11–10 Attitude-Change Strategies • Changing the affective component – – – classical conditioning affect towards the advertisement mere exposure • Changing the behavioural component • Changing the cognitive component – four basic strategies Copyrightê2004McGrawưHillAustraliaPtyLtd 1118 Attitude-Change Strategies (cont.) Affective component Classical conditioning – Positive affect towards the advertisement – Mere exposure Copyrightê2004McGrawưHillAustraliaPtyLtd 1119 Attitude-Change Strategies (cont.) Change affective component – Involves changing the consumer’s ‘feel’ about a product, without necessarily directly influencing their beliefs or behaviour Copyright ª 2004 McGrawHill Australia Pty Ltd 11–20 Attitude Change in Ads 11–21 Attitude Change in Ads (cont.) 11–22 Attitude-Change Strategies • Change behavioural component – – Alter the purchase behaviour or consumption behaviour directly, which may in turn lead to a change in belief or affect Change in beliefs or improved knowledge base will have subsequent influence on affect and behaviour Copyrightê2004McGrawưHillAustraliaPtyLtd 1123 Attitude-Change Strategies (cont.) Change behavioural component – Operant conditioning Sampling (trialing) Copyright ª 2004 McGrawHill Australia Pty Ltd 11–24 Strategies Used for Altering the Cognitive Component • Change in beliefs or improved knowledge base will have a subsequent influence on affect and behaviour – – – – Change the beliefs about the attributes of the brand Change the relative importance of these beliefs Add new beliefs Change the beliefs about the attributes of the ‘ideal’ brand Copyright ª 2004 McGrawHill Australia Pty Ltd 11–25 Adding a New Belief 11–26 Communication and Attitude Change • Source characteristics – – source credibility—trustworthiness and expertise celebrity sources Copyright ª 2004 McGrawHill Australia Pty Ltd 11–27 Matching Endorser with Product and Target Audience 11–28 Communication and Attitude Change • Appeal Characteristics – – – – Fear (unpleasant consequences if attitude and/or behaviour is not altered) Humour Comparative advertisement (comparing attributes of focus brand to those of competitor) Emotional (message is constructed to elicit a positive response/feeling rather than provide information) Copyright ª 2004 McGrawHill Australia Pty Ltd 11–29 Ad Seeking an Emotional Response 11–30 Communication and Attitude Change • Message-structure characteristics – – one-sided versus two-sided messages non-verbal components Copyright ª 2004 McGrawHill Australia Pty Ltd 11–31 Next Lecture… Chapter 12: Australasian Society: Demographics and Lifestyles Copyright ª 2004 McGrawHill Australia Pty Ltd 11–32 ... Copyright ª 2004 McGrawHill Australia Pty Ltd 11 29 Ad Seeking an Emotional Response 11 30 Communication and Attitude Change • Message-structure characteristics – – one-sided versus two-sided messages non-verbal components... effect on the other components Copyright ª 2004 McGrawHill Australia Pty Ltd 11 10 Attitude-Component Consistency 11 11 Measurement of Attitude Components As components of attitude are an integral... behaviour Copyright ª 2004 McGrawHill Australia Pty Ltd 11 20 Attitude Change in Ads 11 21 Attitude Change in Ads (cont.) 11 22 Attitude-Change Strategies • Change behavioural component – – Alter