Chapter 11: Attitudes & Intentions What is Attitude

Chapter 11: Attitudes & Intentions What is Attitude

Chapter 11: Attitudes & Intentions What is Attitude ? McDonalds French Fries Extremely Unfavorable -3 -2 -1 0 +1 +2 +3 Extremely Favorable Dislike Very Much -3 -2

-1 0 +1 +2 +3 Like Very Much Very Bad -3 -2 -1 0 Good +1 +2 +3 Very Variations in Level of Attitude Concept

Levels of attitude concept Product class Product form Brand Examples Fast-food restaurants Pizza restaurants Hamburger restaurants McDonalds Model Grant Street McDonalds Brand/model/ general situation Eating lunch with friends at Grant Street McDonalds Brand/model/ specific situation Eating dinner with kids at Grant Street McDonalds

after soccer game Burger King McDonalds at Chester Mall Eating dinner with kids at Grant Street McDonalds Eating dinner with kids at Grant Street McDonalds for a birthday party Role of Attitude in Consumer Decision Making Information in the environment Interpretation Exposure,attention, and comprehension Memory Product knowledge and involvement Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior

Consumer decision making How is Attitude Formed? Initiator Stimuli: Products, situations, retail outlets, sales personnel, advertisements, and other attitude objects Component Component manifestation Affective Emotions or feelings about specific attributes or overall object Cognitive Beliefs about specific

attributes or overall object Behavioral Behavioral intentions with respect to specific attributes or overall object Attitude Overall orientation toward object Attitude Component Consistency Affective component (feelings) Cognitive component (beliefs) Overall attitude Behavioral component (response tendencies) Multi-attribute Attitude Model

b1 = 10 6UP b2 = 5 Ao = 26 No caffeine e1 = +3 All natural ingredients e2 = +1 b3 = 8 Lemon-lime flavor e3 = -1 Multi-attribute Attitude Model b1 = 6 Diet Pepsi Ao = 6 b2 = 6

No calories e1 = +2 Caffeine e2 = -3 b3 = 10 Cola flavor e3 = +1 The ei Component Sodas that have no caffeine Very Bad -3 -2 -1 0 +1 +2 +3

Very Good Sodas with natural ingredients Very Bad -3 -2 -1 0 +1 +2 +3 Very Good Belief-Oriented Attitude Change Strategies n Ao = biei i=1 1. 2. Add a new salient belief,

Change the strength (bi) of an existing salient belief, 3. Change the evaluation (ei) of an existing salient belief, and 4. Make an existing belief more salient. Beliefs, Attitude, and Behaviors (cont.) Beliefs about Pizza Hut Has pan pizzas Has super supreme pizzas Has a salad bar Serves beer Is more expensive than Dominos Has convenient location Has free parking Has pleasant employees Has nice atmosphere Behaviors toward Pizza Hut

Attitude toward Pizza Hut Ao Feedback Go to Pizza Hut on Friday night Order a large pan pizza Complain to manager Ignore Pizza Hut ad on TV Use a Pizza Hut coupon for a free soft drink Recommend Pizza Hut to boss Read Pizza Hut menu The Theory of Reasoned Action Beliefs that behavior B leads to salient consequences Evaluation of salient consequences Beliefs that

relevant others think I should perform the behavior B Motivation to comply with relevant others Attitude toward behavior B Aact Relative weighting for importance Subjective norm about behavior B SN Intention to perform behavior B Behavior

B Behavioral Intention Rating Scale All things considered, how likely are you to use newspaper coupons when buying groceries this week or next? Extremely unlikely -3 -2 -1 0 +1 +2 +3 Extremely likely Salient Beliefs Versus Consequences of Action Chevrolet (Ao) Moderately priced (+)

Ordinary (-) Well built (+) Dependable (+) Easily serviced (+) Buying a Chevrolet Next Week (Ao) Gives me a mode of transportation (+) Will put me in financial difficulty (-) Will lead to high upkeep costs (-) Will cost more now than later (-) Will lead to high insurance rates (-)

Recently Viewed Presentations

  • Self Initiation - cdhns.ca

    Self Initiation - cdhns.ca

    Prevent More to Treat Less Next Steps. CDHNS Presentation. ... Cape Breton DHA: Public Health. All students in Public School in CBDHA (by consent) ... Day surgery use is linked to SES, ethnicity, rurality. IWK data shows Colchester East Hants...
  • MD-Pharma interactions & the U of T Standards

    MD-Pharma interactions & the U of T Standards

    MD-Pharma interactions & the U of T Standards. Jeannette Goguen, MD, FRCPC. DOM Program Director IM. New Faculty Orientation. September 15, 2016
  • Chapter 7

    Chapter 7

    Chapter 2 Portraying Earth Physical Geography A Landscape Appreciation, 9/e Animation Edition Victoria O. Alapo, Instructor Geog 1160 Portraying Earth The Nature of Maps Map Projections Isolines Global Positioning System Remote Sensing Geographic Information Systems The Nature of Maps A...
  • School Visit by DDSW Mr Sng Chern Wei - MOE

    School Visit by DDSW Mr Sng Chern Wei - MOE

    the PSLE results are released. Visit the participating DSA-Sec school's websites to check their application dates, areas of focus and their selection criteria and selection processes. 8) How you can support your child. Ladder of Success. Step 1. Step 2.
  • Memory in FPGAs Inferring Memory  Inferring Memory in

    Memory in FPGAs Inferring Memory Inferring Memory in

    Criteria for BRAM inferring. Use RAM Style to override these criteria and force implementation of small RAM and ROM components on Block RAMs.
  • Stages of Developmental Word Study

    Stages of Developmental Word Study

    Stages of Developmental Word Study By: Bethany Linkous Fall 2006 Rationale Why should we teach spelling developmentally? Students are not all on the same instructional level. To teach spelling well we need to know what children already know and what...
  • Poetry: Versification: The Principles and Practice of Writing ...

    Poetry: Versification: The Principles and Practice of Writing ...

    The Principles and Practice of Writing Verse Poetry Unit English 1A 2010 What is a poem? Take 2 minutes and jot down all the elements that a work must include to be considered a poem? What is the length? What...
  • CS 603 Failure Recovery

    CS 603 Failure Recovery

    Thus, TX must commit during epoch n or earlier (see lemmas 1, 2) Progress made: suppose Tx Ty, both write data item d. if Tx Ty at the primary, Tx commits at the same epoch or before Ty If TX...