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Topic 10: Attitudes
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- 1What is an attitude? What is an attitude object?An attitude is a lasting, general evaluation of people, objects, advertisements or issues. An attitude object is anything towards which one has an attitude
- 2Katz identified 4 functions of attitudes. What are they?Utilitarian: Reward and punishment
Value-Expressive: Express the consumer's central values or self-concept
Ego-Defensive: Attitudes that are formed to protect the person
Knowledge Function: Attitudes formed as a result of a need for order, structure, or meaning - 3Give me an overview of the ABC model of attitudes and hierarchies of effectThe ABC model emphasises the interrelationships between knowing, feeling and doing.
Affect refers to the way a consumer feels about an attitude object.
Behaviour involves a person's intentions to do something regarding an attitude object
Cognition refers to the beliefs a consumer has about an attitude object
The relative importance of the components will vary depending on the consumer's level of motivation regarding the attitude object - 4Explain the Standard Learning HierarchyThink, Feel, Do.
Consumer approaches decision as a problem solving process, they first form beliefs about a product by gaining knowledge, and then evaluate these beliefs.
It has 3 hierarchies of effect:
Beliefs Affect Behaviour = attitude based on cognitive information processing
Beliefs Behaviour Affect = attitude based on behavioural learning processes
Affect Behaviour Beliefs = attitude based on hedonic consumption - 5Explain the Low Involvement HierachyDo Feel Think.
Consumer without an initially strong preference. Attitude will come about through behavioural learning where the choice is reinforced by good/bad experiences after purchase
The involvement paradox states that the less important the product is to consumers, the more important many of the marketing stimuli that must be devised to sell it are. - 6Explain the Experiential HierarchyFeel, Think, Do.
Consumers act based on their emotional reactions. Attitudes can be strongly influenced by intangible product attributes
The cognitive-affective model argues that an affective judgement is the last step in a series of cognitive processes.
The independence hypothesis argues that affect and cognition involve 2 separate, partially independent systems. Affective responses do not always require prior cognitions. - 7Explain the classical perspective to the formation of attitudesAttitudes are learned in a predetermined sequence:
Formation of beliefs
Evaluation of object
Action - 8Explain the contemporary perspective on how attitudes are formedConsider the level of involvement and differing circumstances which can result from other hierarchies of effects.
- 9What is classical conditioning?An attitude object is repeatedly paired with a catchy jingle
- 10What is instrumental conditioning?Consumption of the attitude object is reinforced (Pepsi quenches the thirst)
- 11Explain the false experience effectAdvertisements can lead consumers to believe that they have had experiences with a product that do not exist
- 12Explain the levels of commitment to an attitudeCompliance: Attitude formed as it helps in gaining rewards/avoiding punishment. Attitude likely to change when person's behaviour is no longer motivated by others or another option becomes available
Identification: Attitudes formed in order for consumer to be similar to another person/group
Internalisation: Deep seated attitudes become internalised and part of the person's value system
Difficult to change because they are so important to the individual - 13Explain Balance TheoryWhen perceptions are balanced, attitudes are stable. It involves relations among 3 elements which form a triad (a person and their perception of an attitude object and some other person or object).
People desire relations among triad elements to be balanced, tension will occur if they are not. - 14Explain Cognitive Dissonance TheoryPeople often confronted with situations where there is conflict between their attitudes and behaviours. People are motivated to reduce the negative state by making things fit with one another. Pressure to reduce dissonance more likely to be observed in a high involvement situation where elements are more important to an individual.
A cognitive element can be:
Something a person believes about themselves
A behaviour they perform
An observation about their surroundings - 15Explain the Consistency PrincipleConsumers value harmony among their thoughts, feelings and behaviours. They are motivated to maintain uniformity amongst these
- 16Explain Self-Perception TheorySPT assumes people use observations of own behaviour to determine what atttiudes are. We maintain consistency by maintaining a positive attitude towards an object if we have bought or consumed it
- 17Social Judgement TheoryAssumes that people assimilate new information about attitude objects in light of what they already know/feel
New information is categorised in terms of the existing standard
But people differ in what they determine to be acceptable and unacceptable - 18Which models can we use for forming attitudes?Multi-Attribute Attitude Model
The Fishbein Model
The Theory of Planned Behaviour
Trying to consume - 19Explain the Mutli-Attribute Attitude ModelAssumes that a consumer's attitude of an attitude object will depend on the beliefs they have about several/many attributes of the object
3 Elements:
Attributes - characteristics about the attitude object
Beliefs - Cognitions about the attitude object
Importance Weights - Reflect the relative priority of an attribute to the consumer - 20What are the strategic applications of the multi-attribute model?Capitalise on relative advantage
Strengthen perceived product/attribute linkages
Add a new attribute - 21Explain the Fishbein ModelFocused on measuring a consumer's attitude towards a product. Attitudes are the result of:
1. Salient beliefs people have about an attitude object
Object-Attribute Linkages: Probability that a particular object has an important attribute
3. Evaluation of each of the important attributes
The overall attitude score is obtained by multiplying a consumer's rating of each attribute for all the brands by the importance of the rating for that attribute - 22Explain the Theory of Planned BehaviourWatch the video again you prick
- 23What are the problems with the Fishbein model of attitude formation?It was develop to deal with actual behaviour not the outcomes of behavior. Some outcomes are beyond the consumers control (requires co-operation of others).
Time-frame attitude measurement difficulties.
MEasures of attitude do not often correspond to the behaviour they are supposed to predict
Attitudes formed by direct, personal experiences with an attitude object are stronger and more predictive of behaviour than those formed indirectly - 24Explain to me the theory of trying to consumeThis replaces behaviour with trying. States that the criteria of behaviour in the theory of reasoned action should be replaced with trying to reach a goal.
- 25How can we track attitudes over time?An attitude survey is only a snapshot of a single point in time (it doesn't show how progress is made over time or predict future changes).
An attitude tracking programme does this, increasing the predictability of behaviour - 26What is meant by persuasion?Persuasion refers to an active attempt to change attitudes.
- 27Explain uses and gratification theoryConsumers are an active, goal-directed audience who use mass media as a resource to satisfy needs
- 28What does persuasion depend on?Persuasion refers to an active attempt to change attitudes. It depends on credibility and attractiveness.
Credibility refers to a source's perceived expertise, objectivity or trustworthiness.
Attractiveness refers to the source's perceived social value - 29What does reader response theory hypothesise?It is better to conceive the communication process as consisting of 2 communicators, both actively engaged in a process of understanding a message.
- 30Distinguish between hype and buzzBuzz is word of mouth, which is viewed as authentic as it is generated by consumers. Hype is dismissed as inauthentic as it is corporate propoganda
- 31What is a mockumentary?A story which looks as if it is real?
- 32Explain the 4 types of message appealsRational/Emotional Appeals: Appealing to the head or heart
Sex Sells: Using sexual imagery - not as effective as people thought?
Humour: Provides a sense of distraction which can prevent the consumer form counter-arguing, increasing its likely acceptance
Fear: Works when it prompts a fear the consumer believes and presents a solution. Highlights negative consequences which can occur unless the consumer changes a behaviour or attitude - 33Explain the Elaboration Likelihood ModelVariations in consumer involvement levels result in activating different cognitive processes when a message is received. The level of involvement determines which aspects of communication are processed.
ELM assumes that once a consumer receives a message, they begin to process it. In high involvement, the consumer takes the central route to persuasion. In low involvement, a peripheral route is taken instead.
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- Fichas sobre Topic 10: Attitudes, creado por simonloose22 el 14/06/2015.
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