Attitudes

An attitude is a
predisposition to act
or feel a certain way
towards a person or
thing.

Attitudes
have an emotional
charge + or
occur within a situation
can not be measured
directly
self reporting or inference

are learned
not temporary - more or
less enduring

Situation
Attitude

Attitudes are learned

In the absence of existing attitude we are
open to suggestion
Something
(object of attitude)

Positive result
Goal achievement

Formation of a + attitude

Communicator effect
highly respected source
helps formation of an
attitude
an inept attempt to teach
an attitude can lead to a
negative reaction eg. anti
drug ads

Attitude stability depends on

how closely it's linked
with other attitudes
knowledge - cognitive
aspect
degree of
liking/disliking affective aspect

Peanut butter example

Cognitive (Knowledge)
larger jar for the money
less oil on top
creamier and easier to spread

Affective (Emotional)
pretty label
I like those teddy bear presenters

2 component model: sum of cognitive X

affective leading to a goal

Attitudes can be formed to preserve

balance in our self image
Knowledge
Opinion
Attitudes
Values

Have to fit with other

attitudes, values,
information accepted,
what we do
Changes in these
may cause a
readjustment of an
attitude
eg. Johnny Cash for
Ripple Wine
Billy Jean King for
sports clothes

Attitude to object vs attitude to a

behaviour
The attitude-toward-object model
Attitude is function of evaluation of
product -specific beliefs and evaluations

The attitude-toward-behavior model

Is the attitude toward behaving or acting
with respect to an object, rather than the
attitude toward the object itself

Object: Rolls Royce car

Behaviour: purchasing a Rolls Royce

Tricomponent Attitude Model

(ABC)
Affect (How I feel
about it)plus
Behavioural
tendency
(Conative), plus
Cognitions (what I
think or know)
about likely
consequences of
behaviour

AFFECTIVE Behaviour
CONATIVE
(Feeling)
COGNITIVE
Knowledge

Measurement
Observation - difficult & time consuming
Qualitative
pinpoint importnat attributes & issues
provide direction for further research

Self reporting scales

Likert - degree of agreement with a statement
Semantic differential - opposite adjectives
Rank order scale
Constant sum scale

Attitude Profiling
Single component

One dimensional based on feelings

Healthy vs unhealthy breakfast
Popular in commercial market research
Could be a lot more specific

Multi attribute methods

What are key ATTRIBUTES used to judge
something
Rate the brands on these attributes
How important is each attribute?

Multiattribute model
This college has great facilities
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly
Teachers at this college are highly professional
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly
Courses are recognised by employers
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2
4 5 6 7 strongly
College is easy to get to
Disagree |__|__|__|__|__|__|__| Agree
Strongly 1 2 3 4 5 6 7 strongly

Snake diagrams

Fishbein type models SUM of Score X Importance on all attributes

Attitude change strategies

Changing the Basic Motivational Function
Associating the Product With an Admired
Group or Event
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute
Model
Changing Beliefs About Competitors
Brands

Four Basic Attitude Functions

utilitarian
what it will do for you

ego defensive function

helps protect customer self image

value expressive
reflects customers general values, lifestyle or
attitude

knowledge
cater to customer need to know

Associate with a special group, event or

cause
eg. famous people who attended TAFE
associate with Football, Olympics, etc.
Relating two conflicting attitudes
eg. Do you want a status course or a job

Alter components of the multi

attribute model
change the evaluation of attributes
eg. you'll get a job with TAFE

changing broad beliefs

eg. TAFE is more than this is how we hold the drill

adding a new attribute

eg. social activities

change the overall brand rating

eg. the one personnel companies go to first

change beliefs about competing brands