Attitude

What is an attitude?

A relatively global and enduring evaluation of an objective, person, issue or action

The three functions of attitudes?

Cognitive- thoughts

Affective- feelings

Conative- behavioural intentions/actions

6 characteristics of attitudes?

Favourability- like or dislike

Accessibility- how easily recalled

Confidence- strength of belief

Persistence- stability over time

Resistance-ability to resist persuasion

Ambivalence- mixed feelings

What are intrinsic and extrinsic product attributes?

Intrinsic- actual product featured

Extrinsic- brand, packaging, price and advertising

What characterises a strong attitude?

It’s recalled quickly, feels certain, guides behaviour, lasts over time and resists persuasion.

The ABC model of attitudes?

Affect- feeling

Behaviour- doing

Cognition- thinking or knowing

What is the learn-feel-do hierarchy?

Cognition> affect> behaviour.

High involvement; consumers research and evaluate before buying

What is the feel-do-learn hierarchy?

Affect> Behaviour> Cognition.

Feelings lead to buying, followed by evaluation through experience

What is the do-feel-learn hierarchy?

Behaviour> affect> cognition.

Often linked to impulsive buying, followed by feelings and evaluation

What is the learn-do-feel hierarchy?

Cognition> behaviour> affect

Low involvement; beliefs guide behaviour before feelings develop

What is the Elaboration Likelihood Model (ELM)?

It explains how persuasion works through central-route and peripheral-route processing

What is central-route processing?

High involvement: consumers carefully consider arguments and evidence, often forming stronger attitudes

What is peripheral-route processing?

Low involvement: attitudes are influenced by cues such as packaging, mood, familiarity and surroundings

How does direct or imagined experience influence attitudes?

Sensory experiences and mental imagery can influence how consumers evaluate products

What are analogy and values-driven attitudes?

Analogy= Judging a product by comparing it with another experience

Values- driven= attitudes reflect personal values

What is priming?

Words, sights or smells can unconsciously trigger attitudes or emotions without awareness

What are the mere exposure effect and attribute towards an advert?

Mere exposure= familiarity increases preference

Attitude towards thr ad= positive feelings about an advert transfer to the brand

How does mood influence persuasion?

Mood acts as a peripheral cue

Positive moods often lead to less detailed processing of messages

How do the source and message influence attitudes?

Credible sources use expertise and trustworthiness. Celebrities add cultural meaning. The endorser should match the product. Images create emotion, while words communicate practical benefits

What are four functions of attitudes?

Utilitarian= gaining rewards and benefits

Value-expressive= expressing identity and values

Ego-defensive= protecting self-image

Knowledge= organising info and understanding the world