explains how attitudes facilitate social behaviours 

attitude serves some function for the person 

develop attitudes simply on the basis of whether these products provide pleasure or pain (reward/punishment) 

eX: ads that stress straight forward product benefits,

drink diet coke 'for the taste of it' 

• Attitudes that express a persons values or self concept
• Formed through what the product says about him/her as a person 
• Ex: what type of man rides a harley?

Formed to protect the person, either from external threats or internal feelings 

ex: product that promises to project the macho man image 

• Affect: the feelings a consumer has about an attitude object 
• Behaviour: consumer's intention to do something with regards to an attitude object 
• Cognition: the beliefs a consumer has about an attitude object 

CABA

• Congnition/belief: gather information regarding product to form a belief 
• Affect: evaluate belief to form a feeling about the product 
• Behaviour: based on the evaluation, perform relevant behaviour
• Attitude: Based on congnitive information process 

Usually results in brand loyalt as consumer bonds with product over time 

Takes time to make a decision 

CBAA 

• Cognition/Belief 
• Behaviour 
• Affect 
• Attitude: based on behavioural learning process 

Consumer has collected little information and only has an emotional response after product consumption

Involvement Paradox: the lower the involvement, the more important are many marketing stimuli (jingles, packaging)

Zajonc's Model of Hedonic consumption 

Experimental hierarchy of effects 

Emotional Contagion

ABCA

• Affect 
• Behaviour 
• Cognition/belief 
• Attitude: based on hedonic consumption 

Experimental hierarchy of effects: 

Consumers make decisions on the basis of emotional reaction, meaning that ads, packaging, brand name, colour can be more important than quality 

Emotional Contagion

Messages delivered by happy people can have an effect on consumers attitude toward product

Predisposition to respond in a favourable or unfavourable manner to a particular advertisement during a particular exposure occasion 

• Attitude towards the advertiser, execution style, mood ad evokes 
• Attitude towards the context in which the ad is seen
• Attitudes are diminished if ad is not repeatedly seen 

Ads feelings 

3 emotional dimensions 

3 types of feelings+examples

• Feelings generated from ads have direct affect on brand attitudes 
• Pleasure, arrousal, intimidation 
• Up-beat feelings: amused, delighted, playful
• Warm feelings: affectionate, contemplative, hopeful
• Negative feelings: critical, defiant, offended

• Compliance:
• attitudes are formed to gain rewards or avoid punishment 
• lowest level of involvement 
• very superficial, will often change when other options arrive 
• Identification 
• Formed so consumer will feel similar to another person/group 
• Internalization
• Deep-seated attitudes are internalized and become part of a persons value system 
• highest level of involvement 

1. Cognitive dissonance theory 
2. Self perception theory 
3. Social judgment theory 
4. Balance theory 

• when a person is confronted with inconsitencies in their attitudes or behaviours, they will take some sort of action to resolve this dissonance 
• people are motivated to reduce negative feelings caused by dissonance by making things fit 
• Relevant to high involvement situations 

Self perception theory 

Foot-in-the-door technique

• Assumes people use observations of their own behaviours to help determine what their attitudes are, just as we watch others to determine thier attitudes 
• States that we maintain consistency by inferring that we must have a positive attitude about a product if we bought/consumed it 
• Found in low involvement situations (no attitude before, but created after the fact "why would i buy it if i didnt like it?')

Foot in the door technique:

Consumer is more likely to comply with a request if they have first agreed to comply with a smaller request (once the door is open they may be able to sell)

• Assumes people assimilate new info about objects in the light of what they already know. They for lattitudes of acceptance and rejection around an attitude standard
• Assimilation affect: 
• Messasges that fall in our latitude of acceptance tend to be seen as more consistent with our position than they actually are 
• Contrast affect:
• Vice-versa 
• As person becomes more involved with an attitude object, the lattitude of acceptance gets smaller 

• Considers the relationship among elements that people perceive as belonging together 
• Involves the realtions among 3 elements: 
1. A persons perceptions of...
2. An attitude object 
3. And some other person/object
• People alter their perceptions to make relations among these elements consistent 
• Unit relation:
• One element belongs to another 
• Sentiment Relation:
• two elements linked because one has a preference/dislike for the other 
• Example: 
• mary likes jerry = positive sentiment relation
• jerry wearing a hat = positive unit relation 
• Monica doesnt like hats = negtive sentiment relation

MEasures 3 componenets of attitudes: 

1. Salient beliefs of an attitude object 
2. Object-attribute linkages (probablity that a particular attitude object possess an importance attribute)
3. Evaluation of each of the importance attributes 

A_ijk=SumBI

• Capitalize on relative advantages 
• company must be convinced that superior attributes are important 
• Increase perceived product-attribute linkages 
• address attributes that are not equated with your store/brand by using campaigns to increase perceptions 
• Add a new product attribute 
• try to create a position distinct from competitors by creating new product feature 
• Reduce ratings of competitors 
• decrease positivity of competitors (create ads that list attributes that you will compare favourably to against competitors)

The extended Fishbein Model -> Theory of reasoned action

Intention vs Behaviour

The extended Fishbein model 

Social pressure 

• Purchase decisions may differ when person is in private 

The extended Fishbein model 

Social pressure: Subjective Norm 

Includes the effect of what others think we should do 

2 Factors: 

1. intensity of normative belief that others think the action should be taken or not 
2. motivation to comply to the belief 

The extended Fishbein model 

Attitude towards the act of buying 

Focuses on the perceived consequences of a purchase 

ex: buying condoms.. may have positive attitude towards buying them but refrain due to the embarassment 

1. Used in ways it was unintended for, where certain assumptions on human behaviour do not apply 
2. Meant to predict the actual behaviour (taking diet pill) not the actual outcome (losing weight)
3. Outcomes are out of consumers control
4. Assumptions of intentional behaviour are invalid 
5. Measures of attitudes often do not predict the behaviours they are supposed to 
6. TIme frame: attitudes predict behaviour less well over longer period of time (time between attitude measurement and behaviour) 
7. Attitudes formed from personal experience are stronger and more predictive than those formed indirectly (from advertising)

1. Many actions are not voluntary across cultures
2. impact of social norm may vary across cultures 
3. Assumes people think in a linear time sense, not true for all cutlures
4. Intention: in control of our own actions, however Muslims do not believe in free will 

• Criterion in the research action theory should be changed to TRYING to achieve a goal 
• Recognizes that additional factors may intervene between intent and performance 
• Both environmental and personal factors can prohibit a goal from being attained 
• Factors:
• Amount of control person has over situtation
• Expectations of success/failure 
• RElated social norms 
• Attitude toward process of trying 
• Frequency and recency of past trying behaviour 

Tracking attitudes over time 

Attitude tracking programs 

Tracking attitudes over time 

Ongoing tracking studies 

Surveys are administered at regular intervals, with identical methodology 

Provides extremely valuable info for many strategic decisions 

Tracking attitudes over time 

Changes to look for over time 

• Changes in different age groups
• attitudes change as people age, chohort effect (members of a generation share certain effects), historical effects (people affected by cultural change - ex 911)
• Scenarios about the future
• tracked in terms of future plans, confidence in economy etc. Provides insight for future behaviours and insights on public policy 
• Identification of change agents 
• Social phenomenoa can change people's attitudes toward basic consumption activities over time