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Attitudes
At the end of this session, you should understand:
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Attitudes - defined
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Modelling
Cognitive Learning
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Attitude models
Two main attitude models:
Tri-component model
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of three elements:
Affective component
Cognitive component
Feelings
Based on physiological nervous reactions to an object
Beliefs
What a person believes to be true about an idea, event,
person, activity or object
Behavioural intentions
An observable reaction
Copyright
to2005
McGraw-Hill
Australia
e.g.
purchase
a particular brand
Pty Ltd
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Fishbeins multi-attribute
model of attitudes
Assumes that attitudes often have many attributes
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Fishbeins multi-attribute
model of attitudes
Attitude identification involves:
1.
2.
3.
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Functions of attitudes
Attitudes have 4 main functions:
1.
Adjustment function
2.
3.
4.
Knowledge function
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Attitude measurement
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Strongly Disagree
2.
Disagree
3.
4.
Agree
5.
Strongly Agree
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Unpleasant taste
High priced
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1.
2.
How likely are you to buy Colgate toothpaste in the next 3 months?
Highly likely to buy
Probably will buy
Might buy
Probably will not buy
Copyright
2005
McGraw-Hill
Australia Pty Ltd
Definitely
will not
buy
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Attitude change
Two conditions must exist to allow for attitude
change:
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Mere exposure
Just showing an advertisement or communication to
consumers
canMcGraw-Hill
lead to a positive
attitudePty Ltd
Copyright
2005
Australia
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Providing information
about the brand
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to change the
importance of beliefs
about the product
Communicate the
importance of other
attributes
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Changing attitudes by
encouraging a change in
behaviour
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Changing attitudes by
changing what is normal
Changing what is viewed as normal in a situation
For example, attitudes to red meat have changed
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Influences on attitude
formation and change
Source credibility
Attractiveness
Expertise
Trustworthiness
Message characteristics
Media characteristics
characteristics
2005 McGraw-Hill Australia Pty Ltd
Copyright
Receiver
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena
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