Lecture 3: Attitude

Lecture 3: Attitude

1. Attitude - A predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

   • The Tricomponent Attitude Model
     • Conation
       • A person's intention to do something with regards to an attitude object (e.g. intention to buy)
       • People normally perform an activity just observing the others. It is imitative theory. What they do while observing others?
     • Cognition
       • Beliefs a person has about an attitude object that are acquired by a combination of direct experience with the attitude object and external information
       • People initially show their attitudes based on their knowledge. No interaction with other people, What they think just observing. hearing about an object?
     • Affect
       • A consumer's emotions or feelings about the attitude object (liking or dislike)
       • People initially think when they interact with others. It is emotional based. What they think just talking about an object with others?
   • 3 S - Strength Stability Specificity
     • Determinants of attitude strength: Importance of the attitude, Certainty, Learned from own experience vs. Learned from others' experience
     • The more stable an attitude, the more reliable the attitude predicts behavior.
     • The more specific an attitude, the more reliable the attitude predicts behavior.
   • The stronger an attitude, the more reliable the attitude predicts behavior

2. Persuasion

   • Elaboration-Likelihood Model
     • Dual Process Theory - how attitude are formed and changed
       • Central Routes (Relatively Strong Attitude)
         • Central route processing means your audience cares more about the message. They’ll pay more attention and scrutinize the quality and strength of the argument. Any attitudes formed or reinforced this way are thought to be more enduring and resistant to counter-arguments. Involve traditional hierarchy of effects.
         • High Involvement
       • Peripheral Route (relatively weak attitude)
         • Peripheral route processing happens on a more superficial level. Your audience will pay less attention to the message itself while being influenced by secondary factors, such as source credibility, visual appeal, presentation, and enticements like food, sex, and humor. Attitudes formed or reinforced this way are thought to be less enduring, subject to change through counter-arguments, and in need of continual reinforcement.
         • Low Involvement
       • The basic idea is that when someone is presented with information, some level of “elaboration” occurs. Elaboration, in this context, means the effort someone makes to evaluate, remember, and accept (or reject) a message.

3. Involvement - is a person's perceived relevance of a product or service based on inherent needs, values and interests (Zaichowsky, 1985)

   • Decides about the ability for high or low elaboration. Determines the level of motivation you have to process information.
     • Low Involvement (Soap/Chocolate) - Low perceived relevance of object. Passive/ habitual decision processes. Choices is based on a few, simple criteria
     • High Involvement (Insurance/ House) - High perceived relevance of objects. Active/ complex decision processes. Choice is based on an extensive comparison of several alternatives (multiple criteria).
     • To increase involvement - Endorsement. But can overshadow the product. May not be congruent with product category. Celeb are human too.

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