Attitudes

Attitudes

1. Cognitive componant: Belief

   • Measure using statements of beliefs
     • What do you think?
   • Cognitive change stategy
     • Change the beliefs about the attributes of the brand
       • Change the relative importance of these beliefs
         • Add new beliefs
           • Change the beliefs and attributes about the 'ideal' brand
             • New industry standards
           • New tech or advancement
         • Quality more important than price
       • Bad to good

2. Affective componant: Feeling

   • Measure using rating statements of feelings
     • I enjoy coke: agree neutral disagree
   • Affect change strategy
     • Classical conditioning
     • Positive affect towards ad
     • Mere exposure

3. Behavioural componant: action

   • Measure through actions or statement of intentions
     • Have you bought coke this year?
   • Behavioural change strategy
     • Operant conditioning
     • Sampling
     • Discount vouchers
     • Tie in with purchase

4. Cognitive dissonance

   • Inconsistancy between beliefs and behaviours
   • A need, motive or ability required ie. funding
   • Trade off against other prouducts
   • Specific situational influence
   • Others influance over purchase

5. Appeal Characteristics

   • Fear
     • Many social marketing campaigns
   • Humour
     • Make the ad memorable
     • Associate with good feelings
   • comparative advertising
     • Criticize competitors actions or attributes
     • Promotes competition
     • Sometimes leads to negative impressions
   • Emotional
     • Create feeling of warmth in positive ads
     • Attract and maintain attention
       • Change beliefs around certain issues