5. Characteristics of Attitudes
The attitude “object”
Attitudes are a learned
predisposition
Attitudes have consistency
Attitudes occur within a situation
21. Copyright 2007 by Prentice Hall
Multiattribute
Attitude
Models
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
22. 1. Changing the Relative evaluation
attributes
2. Changing Brand Belief
3. Adding an Attribute
4. Change overall brand rating
23.
24. Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John
Lennon & Yoko Ono, Buckminster Fuller, Thomas Edison, Muhammad Ali,
Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart & Bernt Balchen,
Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, Pablo
Picasso. The commercial ends with an image of a young girl opening
her closed eyes, as if to see the possibilities before her.
Apple (1997) “Think Different “
- Ad narrated by Steve Jobs
25. “It fits a bit better than your Ordinary Shoe”
26. Reebok (1989) TV Spot“Pump Bungee” Altering Multiattribute Model Components
+Changing Belief about Competitor Brands
29. Guniness (1998) TV Spot “Swim Black” Altering Multiattribute Model Components
30. Strategy IV –
Changing Basic Motivation Function
The
Utilitarian
Function
The Ego
Defensive
Function
The Value
Expressive
Function
The
Knowledge
Function
31. THE UTILITARIAN FUNCTION
1. People hold attitude because of brands utility
2. Attitude towards brands or products are favorable when they
are useful in the past
3. The application of the brand or product have to be conveyed
frequently to the consumers
4. Not only primary benefits all the other benefits and features
needs to be clearly communicated
5. This will create new attitudes and beliefs among the
consumers
33. THE EGO DEFENSIVE FUNCTION
1. People desire to protect their self image from all the doubts
that come to their mind
2. Always try to build up their inner sense of self security and
inner confidence
3. Advertisements to assure people of their lost self ego or self
image
35. VALUE EXPRESSIVE FUNCTION
1. Consumers general values, lifestyles and point of view are
mostly the attitudes they hold
2. Concentrating on target consumers lifestyle and belief will be
useful as they reflect their attitudes towards certain brands
and products
3. if the consumers hold a positive attitudes or negative
attitudes toward the values or beliefs, that will be depicted by
the products and brands they buy
37. THE KNOWLEDGE FUNCTION
1. The consumers always have a strong “need to know” about the
particular brand and product
2. Marketers should make the consumers aware of all the important
advantages of particular brands and products over their
competitive brands
3. Consumers should be educated on all the details of the products
and brands so they will secure to buy that particular brand or
product
4. A strong convincing to the consumers on the benefits will be
useful for most of the brands
39. Resolving Two Conflicting Attitudes
1. CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES
(NEGATIVE AND POSITIVE)
2. THE ATTITUDE CHANGE STRATEGIES CAN CHANGE THESE CONFLICTS
3. IF CONSUMER HAVE NEGATIVE ATTITUDE TOWARD A PARTICULAR BRAND OR PRODUCT
AND THAT CONFLICT WITH ANOTHER POSITIVE ATTITUDE THEY HAVE, THIS MAY CONFUSE
THE CONSUMER
4. THIS STRATEGY CHANGES THE MIND OF THE CONSUMER TO MOVE FROM THE NEGATIVE
ATTITUDE TO POSITIVE ATTITUDE OF THE PRODUCT OR THE BRAND
40. Strategy IV –
Resolving Two Conflicting Attitudes
CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES
(NEGATIVE AND POSITIVE)
EX:
