Chapter 8- Attitudes
internalization
(highest level) deep-seated attitudes that become part of our personal value systems; very difficult to change because they are so important to us;
inconsistent attitudes
, if you were to read an article that says that your favorite retailer uses a cruel form of labor (and that's a topic that you feel very strongly about), you would find yourself confronting what kind of attitudes?
functional theory of attitudes
Psychologist Daniel Kantz developed ____ ____ __ ____ to explain how attitudes facilitate social behavior.
principle of cognitive consistency
we want the affective, behavioral, and cognitive components of attitudes to be harmonious, but cognitive dissonance occurs when this doesn't happen, and it is when a person is confronted with inconsistencies.
Cognition (Knowing)
what a consumer believes to be true about an attitude object
theory of cognitive dissonance
•We take action to resolve dissonance when our attitudes and behaviors are inconsistent •Eliminate, add, or change elements
ABC Model of attributes
Affect Behavior Cognition are part of what?
utilitarian function
Do we like it? If yes, then we have a positive attitude towards it! Ex: Ads stressing product benefits are going to taking the route of the ___ function.
cognitive dissoance
. For example, the two cognitive elements "I know smoking causes cancer" and "I smoke cigarettes" are dissonant with one another. This psychological inconsistency creates a feeling of discomfort that the smoker tries to reduce. The magnitude of dissonance depends on both the importance and number of dissonant elements. In other words, we're more likely to observe dissonance in high-involvement situations where there is more pressure to reduce inconsistencies.
Marketing Applications of the Multiattribute Model
1) If prospective customers viewed one brand as superior, a marketer could try to convince the consumer that a particular attribute is important. (Relative Advantage = A product's degree of superiority and attractiveness to customers over similar existing products.) Look at Party atmosphere and Northland 2) A marketer might discover that consumers do not equate his brand with a certain attribute; a communications campaign can be used to strengthen the linkage; Northland academics and library scored low, so maybe "little known facts about Northland campaign to strengthen that" 3) Marketers can encourage consumers to add a new attribute when new features are developed for products; add a hands-on internship program for business majors that takes advantage of ties" 4) Finally, one can decrease the competitors' higher ratings with comparative advertising; this is when you want to use a comparative advertising strategy; northland could list tuition rates comparing itself favorably to other schools
3 components of multi attribute model
1) salient beliefs, 2) object-attribute linkages, and 3) evaluation of each of the important attributes are 3 components of what?
foot in the door technique
A consumer is more likely to comply with a request if she/he has first agreed to comply with a smaller request
complete the look
A tactic often used by online shopping retailers is providing options to ___ ___ ___ when customers click on a product they are interested in. This is an example of the foot-in-the-door technique as though clicking on the product in question the customer is registering their interest in buying it. Once this interest is established the availability of links to other products in order to complete the outfit appeals to the customer. Once they have decided they want the item of the outfit, it is logical to assume that the customer would also like the whole outfit. Thus the original item is the small request, leading into the entire outfit as the large request that follows.
theory of cognitive dissonance
According to the ____ our motivation to reduce the negative feelings of dissonance makes us find a way for our feelings to fit together. The theory focuses on situations in which two cognitive elements clash. A cognitive element is something a person believes about himself/herself, a behavior he/she performs, or an observation about his/her surrounding
self perception theory
Another approach to explaining dissonance effects Assumes that we observe our own behaviors to determine what our attitudes are One way to ensure consistency
functional theory of attidues
Attitudes exist because they facilitate social behavior, serving some function for an individual.
attitudes
Lasting general evaluations of people (including the self), objects, advertisements, or issues
ABC Model of Attributes
Every attitude has three components that interact with each other & develop as a result of each other.
foot in the door technique
Guéguen and Jacob (2001) asked participants to visit a website for the profit of a humanitarian organization. Participants in the condition were first asked to sign a petition form, and then asked for a donation, whereas participants in the control condition were simply asked for the donation. It was shown that the participants in the foot-in-the-door condition were more likely to comply with the donation. Thus proving that asking for something small increases the chance that an individual will follow through with something larger. Is an example of what?
knowledge function
Relates to the formation of attitudes that fulfill our need for structure, order, and meaning
foot in the door technique
The salesperson gets small commitments along the way that eventually turn into larger ones. (marketers take advantage of this tecnique)
A person is confronted with inconsistencies among attitudes or behaviors
What is cognitive dissonance?
value expression function
a function that covers self-concept again (what a person believes about his/her own attributes an how she/he evaluates themselves on these); pertains to the consumer's identity;
value-expression function
a function that relates to a consumer's central values or self-concept
ego-defensive function
a function that relates to attitudes formed to protect the individual from external threats or internal feelings
utilitarian function
a function that relates to the basic principles of reward and punishment
knowledge function
a function that relates to the formation of attitudes that fulfill our need for structure, order, and meaning
ego-defensive function
consumer examples would be Marlboro cigarettes that allow a man to feel more masculine or deodorants that promise to help consumers avoid body odor embarrassment (hint: attitude function)
knowledge function
consumer examples would be: such as shopping for a new-to-market innovation or in social situations such as the proper behavior at a funeral à or "It's ok to wear jeans to work, but only on Friday, because it's casual day."
compliance
formation of an attitude because it helps us to avoid punishment or gain rewards
identification
formation of an attitude to conform to another person or group's expectations; could be that you don't like a TV show because your significant other doesn't like it ("We don't like that show.") OR liking a particular brand of mouthwash because the ads show the dire social consequences of not using it.
Affect (feeling)
how a consumer feels about an attitude object
Behavior (Doing)
how a consumer intends to take action toward an attitude object
multi-attribute model
models assume that consumers' attitude toward an attitude object depends on the beliefs they have about several of its attributes. we assume that we can identify these specific beliefs and combine them to derive a measure of the consumer's overall attitude.
self perception theory
theory suggests that we maintain consistency by inferring that we must have a positive attitude toward an object if we bought/consumed it. (* "I must love Facebook since I seem to spend half of my day on there.")
