Lecture Consumer behaviour: Chapter 11 - Cathy Neal, Pascale Quester, Del Hawkins

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

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–1


Attitudes
• Attitude components
–
–
–

cognitive
affective
behavioural

• Component consistency
• Measurement of attitude components

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–2

Definition of Attitude
• An attitude is a learned predisposition to respond in

a consistently positive or negative way to a given
object or event.

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–3


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’

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–4


Components of an Attitude
• Cognitive
• Affective

• Behavioural

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–5


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

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–7


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

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–8


Behavioural Component
• Represents the consumer’s tendency (intention) to

respond in a particular way towards the object or

event
–

Behaviour

–

Intention

–

Situational influence

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–9


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-Component Consistency

11–11


Measurement of Attitude
Components
As components of attitude are an integral part of a
marketing strategy, it is important to be able to
measure each component.

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–12


Measuring Attitude Components
Cognitive Component
(Measuring Beliefs about Specific Attributes Using the Semantic Differential
Scale)

Diet Coke
Strong taste ____ ____ ____ ____

____ ____ ____ Mild taste

Low priced ____ ____ ____ ____

____ ____ ____ High priced

Caffeine free____ ____ ____ ____

____ ____ ____ High in
caffeine

Distinctive in________ ____ ____
taste

____ ____ ____ Similar in
taste to
most

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–13


Measuring Attitude Components (cont.)
Affective Component
(Measuring Feelings about Specific Attributes Using Likert Scales)

Strongly
Agree
Agree

Neither
Agree
nor

Strongly
Disagree Disagree Disagree

Disagree
I like the taste of Diet
Coke.

____

____

____

____

____

Diet Coke is overpriced. ____

____
____

____
____

____
____

____
____

____

____

____

____

Caffeine is bad for your ____
health.
I like Diet Coke.

____

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–14


Measuring Attitude Components (cont.)
Behavioral Component

(Measuring Actions or Intended Actions)

Have you ever purchased Diet Coke?
Yes How often?___
 No

What is the likelihood you will buy Diet Coke the next time you

purchase a soft drink?

Definitely will buy

Probably will buy

Might buy

Probably will not buy

Definitely will not buy

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–15


Attitude-Change Strategies
Changing or establishing an attitude requires
manipulation of one or more of the components of the
attitude (i.e. cognitive, affective or behavioural)

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–16


Strategies Based on Attitudes
• Market segmentation
–

benefit segmentation

• Product development

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–17


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

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–18

Attitude-Change Strategies (cont.)
• Affective component
–

Classical conditioning

–

Positive affect towards the advertisement

–

Mere exposure

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–19


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

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

11–23

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