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
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
Knowledge
Opinion
Attitudes
Values
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
(Feeling)
Behaviour
CONATIVE
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