ADM 3321 Study Guide - Final Guide: Cognitive Dissonance, Social Judgment Theory, Deodorant

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Chapter 7
Attitudes
- The power of attitudes
o Attitude: A lasting, general evaluation of people, objects, or issues. Anything toward which a person has an attitude,
whether tangible, such as brand of Vodka, or intangible, such as drunk driving, is called an attitude object.
o The functions of attitudes:
Functional theory of attitudes: Explains how attitudes facilitate social behaviour.
Attitudes exist because they serve some function for the person; they are determined by a person’s motives.
Two people can have the same attitude toward some object for very different reasons. It can be helpful for a
marketer to know why an attitude is held before attempting to change it.
Attitude functions:
Utilitarian: Relates to the theory of reward and punishment. We develop attitudes toward certain
products simply because they bring either pleasure or pain. When ads stress product benefits, they are
appealing to the utilitarian function.
Value expressed function: This expresses the consumer’s self-concept or central values. A person
choses a certain product because of what the product says about them.
Ego-Defensive function: Attitudes that are form to protect the person, either from external threats or
internal feelings, perform an ego-defensive function. E.g. Deodorant ads, protects you from the
embarrassment of sweating in public.
Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning.
It applies when someone is in an ambiguous situation. E.g. Its ok to wear casual pants to work, but
only on Fridays
An attitude can serve more than one function, but in many cases a particular one will be dominant.
Understanding the attitude’s importance to an individual and to others who share similar characteristics can be
useful to marketers who are trying to devise strategies that will appeal to different customer segments.
o The ABC model of Attitudes
Attitude has three components:
Affect: Refers to the way consumers feel about an attitude object.
Behaviour: or conation, involves the person’s intentions to do something with regard to an attitude
object.
Cognition: Refers to the beliefs a consumer has about an attitude object.
This model emphasizes the relationship among knowing, feeling, and doing.
Hierarchies of effects: The relative importance of all three components will vary according to the concept of
hierarchy of effects. Each hierarchy specifies that a fixed sequence of steps occurs en route to an attitude.
High involvement
o When highly involved, consumers approaches a product as a problem-solving process.
o Researches, evaluates, the buying behaviour
o This normally results in brand loyalty
o This person is highly motivated to seek out a lot of information, weigh alternatives and make
a decision
Low involvement
o The consumer will only collect a minimal amount of information before acting and has an
emotional response only after consuming the product.
o Does not have strong preferences over one brand or another
Zajonc’s model of hedonic consumption
o Perspective such as packaging, design, advertising shapes our attitudes toward a brand
o We base our reactions on hedonic motivations
o The cognitive-affective model suggests that an affective judgment Is but the last step in a
series of cognitive processes.
o The independence hypothesis takes the position that affect and cognition involve two
separate systems
o Product attitudes don’t tell the whole story
In decision making situations, people form attitudes toward objects other than the product itself that can
influence their ultimate selections.
Sometimes people are simply too lazy, embarrassed or too reluctant to expend the effort to obtain a desired
product or service.
Attitude toward the advertisement
Our evaluation of a product can be determined solely by our appraisal of how it’s depicted in
marketing communications
The attitude towards the advertisement:
o It is a predisposition to respond in a favourable or unfavourable way to a particular
advertising stimulus during a particular exposure occasion.
The attitude toward the advertiser
The feelings about the context of the ad
Ads have feelings too
The feelings generated by advertising have the capacity to directly affect brand attitudes.
Types of feelings:
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Document Summary

The power of attitudes: attitude: a lasting, general evaluation of people, objects, or issues. Anything toward which a person has an attitude, whether tangible, such as brand of vodka, or intangible, such as drunk driving, is called an attitude object. Attitudes: the functions of attitudes, the abc model of attitudes. Functional theory of attitudes: explains how attitudes facilitate social behaviour. Utilitarian: relates to the theory of reward and punishment. We develop attitudes toward certain products simply because they bring either pleasure or pain. When ads stress product benefits, they are appealing to the utilitarian function. Two people can have the same attitude toward some object for very different reasons. It can be helpful for a marketer to know why an attitude is held before attempting to change it. Attitudes exist because they serve some function for the person; they are determined by a person"s motives. Value expressed function: this expresses the consumer"s self-concept or central values.

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