Ch07 - Chapter 7 Chapter Attitudes by Michael R. Solomon...

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Unformatted text preview: Chapter 7 Chapter Attitudes by Michael R. Solomon PowerPoint by Milton M. Pressley University of New Orleans The Power of Attitudes Attitude Attitude Object (Ao) • • The Power of Attitudes The Functions of Attitudes • Functional Theory of Attitudes Attitude Functions • • • • • • Utilitarian Function Value-expressive Function Ego-defensive Function Knowledge Function The Power of Attitudes • • • • The ABC Model of Attitudes Affect = “Feels” Behavior = “Do” Cognition = “Beliefs” Hierarchies of Effects Figure 7-1: Three Hierarchies of Effects • The Power of Attitudes The Standard Learning Hierarchy The Low-Involvement Hierarchy • • • Involvement Paradox The Experimental Hierarchy • • • Cognitive–Affective Model Independence Hypothesis The Power of Attitudes Product Attitudes Don’t Tell Product the Whole Story the • • • • Attitude Toward the Advertisement (A ) Ads Have Feelings, Too… ad Upbeat Feelings • • Warm Feelings Negative Feelings Forming Attitudes Not All Attitudes Are Created Equal • Levels of Commitment to an Attitude • • • • • • Compliance Identification Internalization The Consistency Principle Principle of Cognitive Consistency Cognitive Dissonance and Harmony Among Attributes • • Theory of Cognitive Dissonance Forming Attitudes Self-Perception Theory • • The Foot-in-the-Door Technique Forming Attitudes Social Judgment Theory • • Latitudes of Acceptance and Rejection • Assimilation Effect • Contrast Effect Balance Theory • • Triads contain: • • • (1) A Person and His or Her Perception of; (2) an Attitude Object and; (3) Some Other Person or Object Balanced Unit Relation Sentiment Relation Figure 7-2: Alternative Routes to Restoring Balance in a Triad Forming Attitudes • Marketing Applications of Balance Theory Attitude Models • • Multiattribute Attitude Models Attributes • • Beliefs Importance Weights The Fishbein Model • • • • • Salient Beliefs Object Attribute Linkages Evaluation Affect Referral Attitude Models The Fishbein Model • Aijk = ΣβijkIik • • • • • • • i = attribute j = brand k = consumer I = the importance weight given attribute i by consumer k β = consumer k’s belief regarding the extent to which brand j possesses attribute I to A = a particular consumer’s (k’s) attitude particular score for brand j score Attitude Models Strategic Applications of the Multiattribute Model • • • • • Capitalize on Relative Advantage Strengthen Perceived Product / Attribute Linkages Add a New Attribute Influence Competitors’ Ratings Using Attitudes to Predict Behavior • • The Extended Fishbein Model Theory of Reasoned Action Intensions Versus Behavior Social Pressure Attitude Toward Buying (Aact) Obstacles to Predicting Behavior in the Theory of Reasoned Action Trying to Consume • • • • • • Theory of Trying Figure 7-3: Theory of Trying (TT) Using Attitudes to Predict Behavior • • • • Past Frequency Recency Beliefs Evaluations of Consequences • • • The Process Expectations of Success and Failure Subjective Norms Towards Trying Using Attitudes to Predict Behavior • • Tracking Attitudes over Time Attitude Tracking Program • • • • • Ongoing Tracking Studies Changes to Look for Over Time Changes in different age groups Scenarios about the future Identification of change agents ...
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This note was uploaded on 08/29/2011 for the course MAR 3503 taught by Professor Kim,j during the Summer '08 term at University of Central Florida.

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