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Attitudes

Attitudes. Mktg 450 Fall 2005. Subliminal?. Agenda. Attitude Concept – ABC Model Expectancy-Value Model Importance-Performance Competitive Strategy. What is an Attitude?. A learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

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Attitudes

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  1. Attitudes Mktg 450 Fall 2005

  2. Subliminal?

  3. Agenda • Attitude Concept – ABC Model • Expectancy-Value Model • Importance-Performance • Competitive Strategy

  4. What is an Attitude? • A learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

  5. Predisposition to Behave? • Attitudes guide our behavior • Even toward novel objects • But there are other factors such as norms, personality, and situational constraints.

  6. Consistently favorable or unfavorable way? • As was true with personality, we look to consistency to determine the nature of the predisposition • What is the difference between an attitude and a personality trait?

  7. Consistently favorable or unfavorable way? • Attitudes reflect consistency toward a specific object or class of objects • Personality is reflected by consistency toward different objects

  8. With respect to a given object? • We don’t just have an attitude • It is always an attitude toward something • An object, a person, an activity, an idea

  9. Marketers’ Interest in Attitudes • Analyze current products • Identify dislikes about products • Develop new, improved versions • Analyze communications • Select copy points that • Highlight the product’s strengths • Minimize the product’s weaknesses

  10. Aromas for Young Males

  11. Attitude toward Everything?

  12. Conations Affect Beliefs Affect - Likes & Dislikes Beliefs - Has & Does not Have Conations - Wants & Don'tWants Tricomponential (ABC) Attitude Model

  13. Tricomponential Attitude Model • Affect (emotions) – likes & dislikes • I like sweet drinks, I don’t like sugarfree drinks • Beliefs (cognitions) – association of characteristics with some object • Object Y has characteristic xi • Coca Cola comes in a red can; is highly carbonated • Conations (intentions) – wants & don’t wants • I want a new coat; I don’t want to eat at McDonald’s

  14. CLASSIFYING ATTITUDES • . . . I knew that I would be needing a second car. My eldest boy just turned 16 and we only had a station wagon. As it was, my wife and I had to share that car. • I wanted a car with lots of head room. My neighbor had a Ford Taurus and it had lots of head room. I like that. So on a Saturday morning we went to several dealers to look at cars -- GM and Fords. I wasn't going to buy a Chrysler because I had a bad experience with one in the sixties. I promised myself then that I would never buy another one and I never have.

  15. Classify each highlighted statement as a • Belief (thoughts) • Affect (feelings) • Conation (actions)

  16. CLASSIFYING ATTITUDES • . . . I knew that I would be needing a second car. My eldest boy just turned 16 and we only had a station wagon. As it was, my wife and I had to share that car. • I wanted a car with lots of head room. My neighbor had a Ford Taurus and it had lots of head room. I like that. So on a Saturday morning we went to several dealers to look at cars -- GM and Fords. I wasn't going to buy a Chrysler because I had a bad experience with one in the sixties. I promised myself then that I would never buy another one and I never have.

  17. CLASSIFYING ATTITUDES • . . . I knew that I would be needing a second car. My eldest boy just turned 16 and we only had a station wagon. As it was, my wife and I had to share that car. • I wanted a car with lots of head room. My neighbor had a Ford Taurus and it had lots of head room. I like that. So on a Saturday morning we went to several dealers to look at cars -- GM and Fords. I wasn't going to buy a Chrysler because I had a bad experience with one in the sixties. I promised myself then that I would never buy another one and I never have.

  18. CLASSIFYING ATTITUDES • . . . I knew that I would be needing a second car. My eldest boy just turned 16 and we only had a station wagon. As it was, my wife and I had to share that car. • I wanted a car with lots of head room. My neighbor had a Ford Taurus and it had lots of head room. I like that. So on a Saturday morning we went to several dealers to look at cars -- GM and Fords. I wasn't going to buy a Chrysler because I had a bad experience with one in the sixties. I promised myself then that I would never buy another one and I never have.

  19. CLASSIFYING ATTITUDES • . . . I knew that I would be needing a second car. My eldest boy just turned 16 and we only had a station wagon. As it was, my wife and I had to share that car. • I wanted a car with lots of head room. My neighbor had a Ford Taurus and it had lots of head room. I like that. So on a Saturday morning we went to several dealers to look at cars -- GM and Fords. I wasn't going to buy a Chrysler because I had a bad experience with one in the sixties. I promised myself then that I would never buy another one and I never have.

  20. We looked at a lot of cars that morning. I found out that the Mercury Sable and the Taurus had virtually the same engines and frames, but I still liked the Taurus better. We also decided that we liked the Sports option that made the car looked better. Our station wagon was a dull car.

  21. We looked at a lot of cars that morning. I found out that the Mercury Sable and the Taurus had virtually the same engines and frames, but I still liked the Taurus better. We also decided that we liked the Sports option that made the car looked better. Our station wagon was a dull car. • One day about a week later, my son came home and said that he had seen just the car we wanted. It had bucket seats and everything else we wanted. It had bucket seats -- in fact, it turned out that is all it had.

  22. Tricomponential Attitude Model Conations Affect Beliefs Affect - Likes & Dislikes Beliefs - Has & Does not Have Conations - Wants & Don'tWants

  23. Expectancy Value Attitude Model Conations Affect Beliefs Affect - Likes & Dislikes Beliefs - Has & Does not Have Conations - Wants & Don'tWants

  24. Measuring Attitudes:Expectancy-Value Attitude Model where Ao = attitude toward the object (product or person) Bi = individual's belief about the likelihood that the object has characteristic i ai = individual's evaluation of characteristic i

  25. Beliefs • Probabilistic thoughts about what characteristics are possessed by an object or person. • P (Brand has characteristic xi)

  26. Beliefs B1 – What is the likelihood that Crest will prevent cavities? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely B2 – What is the likelihood that Crest will whiten your teeth? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely

  27. Beliefs B1 – What is the likelihood that Crest will prevent cavities? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely B2 – What is the likelihood that Crest will whiten your teeth? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely

  28. Evaluation of Beliefs • Evaluation of beliefs concerns whether objects or persons with these characteristics are judged to be good or bad.

  29. Evaluation of Beliefs a1 – A toothpaste that prevents cavities? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad a2 – A toothpaste that whitens your teeth? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  30. Evaluation of Beliefs a1 – A toothpaste that prevents cavities? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad a2 – A toothpaste that whitens your teeth? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  31. Attitudes from Beliefs (++) B1 – What is the likelihood that Crest will prevent cavities? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A toothpaste that prevents cavities is? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  32. Attitudes from Beliefs (+-) B1 – What is the likelihood that Crest contains preservatives? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A toothpaste that contains preservatives is? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  33. Attitudes from Beliefs (-+) B1 – What is the likelihood that Crest will be inexpensive? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A toothpaste that is inexpensive is? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  34. Attitudes from Beliefs (--) B1 – What is the likelihood that Crest will have imperfections? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A toothpaste that has imperfections is? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  35. Attitudes

  36. B1*a1 Attitudes B2*a2

  37. Attitudes

  38. Attitudes

  39. Attitudes

  40. Discover Desired Features Not Provided by Product B1 – What is the likelihood that Crest will whiten teeth? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A toothpaste that whitens teeth? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  41. Extra Whitening Crest or Dual Whitening Crest

  42. Colgate Can Not Fall Behind

  43. Discover Undesirable Features B1 – What is the likelihood that Coke is caffeinated? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A caffeinated soft drink? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  44. Caffeine-free Coke

  45. Discover UnchangeableFeatures aren’t Desirable B1 – What is the likelihood that Listerine has a strong taste? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A strong tasting mouthwash? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  46. Original Listerine Original Listerine Mouthwash has a powerful long-lasting burst of clean, brisk flavor that tells you it is working to kill germs.

  47. Listerene Better Tasting

  48. Discover Competitor’s Features are not Desirable B1 – What is the likelihood that Starbucks is bitter? Very +3 +2 +1 0 -1 -2 -3 VeryLikely Unlikely a1 – A bitter coffee? Very +3 +2 +1 0 -1 -2 -3 VeryGood Bad

  49. Cable versus Satellite

  50. Cable versus Satellite

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