Attitudes
Chapter 6
Learning objectives:
1. Define the concept of attitudes as used in consumer marketing
2. Understand the main components of attitudes – the tri-component model, the uni-dimensionalist
model and the hierarchy of effect model
3. Discuss and evaluate the main approaches to attitude theory
4. Identify the differences between compensatory and non-compensatory models and understand how
they can be used in consumer decision-making
5. Explain various approaches to attitude change, including persuasion models such as the elaboration
likelihood model
6. Demonstrate and assess the value of attitude theory for marketing practice
Attitude = ‘a learned predisposition to respond in a consistently favourable or unfavourable manner in relation
to some object’ (Fishbein & Ajzen, 1975)
- Are learned (through experiences in the world)
- Have an evaluative dimension (favourable/unfavourable)
- Have intensity (strong attitudes vs weak attitudes)
- Have consistency and stability (tend not to change much and align with our other attitudes)
- Have a link to behaviour (giving predisposition to act in a certain way)
Attitude object/act = the thing about which the attitude is held and van include brands, services, ideas, people
and behaviours (Herr & Fazio, 1993)
The tricomponent model/ABC model:
Useful in terms of thinking about the components of attitudes, but does not provide marketers with a
sense of how these elements are related or how they combine to produce attitudes.
The affective component: the emotional connection the consumer has with the target object about
which the attitude is formed
The behavioural component: the action or behaviours associated with the attitude object -> the action
about which the attitude is formed
The cognitive component: the beliefs and thoughts the individual has in relation to the target attitude
object, its character and its relation to other things
Hierarchy of effects:
High involvement/standard learning hierarchy: Cognitions -> Affect -> Behaviour
o high involvement
o consumer engaged in extensive research to develop beliefs
o emphasize on cognitive information processing
Low involvement hierarchy: Cognitions -> Behaviour -> Affect
o consumer drawing on limited knowledge
, o behavioural learning important
Emotional hierarchy: Affect -> Behaviour -> Cognitions
o experiential aspects of the consumption setting
o importance of experiential or hedonic consumption
Behavioural hierarchy: Behaviour -> Cognitions -> Affect
o emphasis on consumers responding to consumer context
o impulse type buys
o behavioural approach important
Understanding of these hierarchies of effects, and how they relate to attitude formation, is useful for
marketers as it has implications for the ways that marketing efforts can be emphasized.
The uni-dimensionalist model
Beliefs - Cognitions -> Attitudes – Affect -> Intentions -Conations -> Behaviour – Conation
This model proposes that we can see a causal flow through the components from beliefs to behaviour, which
reflects the consistency of the tripartite model.
Main theoretical perspectives on attitudes
Balance theory of attitudes: considers the relationship between a person, their perception of an
attitude object, and their perception of some other person or object that has connection with this
brand. (e.g. a celebrity)
> There is a psychological drive to ensure that all three elements are balanced (Affect,
behaviour, cognitions)
> Theory of cognitive dissonance: The state of having inconsistent beliefs and attitudes
The functional theory of attitudes: in order to change attitudes it is important to first understand the
motives underpinning the attitudes. (motivational theory)
> Utilitarian function = the idea that consumers seek maximum utility and value from their
consumption.
> Ego-defensive function = attitudes have the function of defending our self-image, making us
feel better about ourself.
> Value-expressive function (/social identity function) = the drive to express important aspects
of the self, and of the self that one aspires to be.
> Knowledge function = the human need to have a meaningful, stable and organized view of
the world, involving forming accurate judgements about an object or issue.
Multi-attribute models of attitudes
The expectancy-value model: people form attitudes towards objects based on their expectations and
evaluations of the attributes that make up the brand
> Attitude object = anything towards which we hold an attitude (product, brand etc.)
> Beliefs = thoughts the consumer holds, which describe the object of the attitude, its
characteristics and its relation to other objects
> Evaluation = process of determining how valuable or important something is to us
> Emotional aspects of consumption are not clearly dealt with
Theory of planned behaviour:
> Behavioural intention = intention to act in some way
