ATTITUDES (LECTURE5/H7)

ATTITUDES (LECTURE5/H7)

1. "Predisposition toward an object to respond or act toward that object in a favorable or unfavorable way."

2. COMPONENT 1: AFFECT (FEELINGS)

   • AFFECTION IS DOMINANT OVER COGNITION IF YOU HAVE NO RESOURCES
   • 1. INTEGRAL AFFECT
     • affective respons due to features of the object itself/ transfer of affect from experience to the object
   • 2. INCIDENTAL AFFECT
     • affective respons due to sources other than the object itself/ your attitude toward an object is influenced by a certain cue
     • DIFFERENTIAL MEMORY ACCESSIBILITY ACCOUNT: Marketers influence our mood (by samples) so that positives thoughts come to mind.
       • FEELINGS AS INFORMATION ACCOUNT (HOW DO I FEEL ABOUT IT): You think that you are in a good my because of the product, but it is the incidental affect that influenced your mood. You like the product because you think the product caused that positive mood
   • WHEN DO PEOPLE RELY ON AFFECT?
     • TIME PRESSURE/ HIGH COGNITIVE LOAD
     • THEY HAVE NO EXPERTISE
     • LOW MOTIVATION
     • EXPERIENTIAL RATHER THAN INSTRUMENTAL MOTIVE
     • IT'S A DECISION FOR THEMSELVES
   • AFFECTIVE ELEMENTS ARE CONNECTED TO IMPLICIT ATTITUDE

3. COMPONENT 2: BELIEFS (COGNITIONS)

   • thoughts and beliefs about an object
   • How can managers improve consumers' attitude?
     • 1. Strenghten rating of an important attribute
     • 2. Add new attribute
     • 3. Decrease competitors' ratings of an attribute
     • 4. Increase weight of a highly rated attribute
   • How to predict consumers' attitude toward product?
     • 1. Conjunctive Model
     • 2. Lexicographic Model
     • 3. Elimination by aspect (combi of 1 + 2)
   • COGNITIVE ELEMENTS ARE CONNECTED TO EXPLICIT ATTITUDE

4. COMPONENT 3: CONATION (BEHAVIOR)

5. Marketers can focus their advertising on either one of the 3 components, or all of them

6. INTENTION

   • SOCIAL NORMS
     • THE EXPECTATIONS OF OTHER ABOUT YOUR BEHAVIOR (NORMATIVE BELIEFS) MULTIPLIED BY YOUR WILLINGNESS TO COMPLY TO THEM (MOTIVATION TO COMPLY) INFLUENCE YOUR ACTUAL BEHAVIOR.
   • PERCEIVED BEHAVIORAL CONTROL

7. EXPLICIT ATTITUDE (YOU ARE CONSCIOUSLY AWARE OF) VS IMPLICIT ATTITUDE (YOU ARE NOT CONSCIOUSLY AWARE OF)