Attitude and Judgment Formation and Change

Chapter 8
Attitude and Judgment

Formation and Change
CHAPTER OBJECTIVES
1. Define search, experience, and credence attributes.
2. Define descriptive, informational, and inferential beliefs.
3. Calculate numerical values for attitudes using expectancy-value
models.
4. Use dual-process models of persuasion to design more effective
marketing communications.
5. Use multiple strategies to develop more effective marketing
communications.
NONEVALUATIVE JUDGMENTS
Beliefs nonevaluative ratings of product attributes,
benefits, and likelihoods.
Beliefs capture consumers assessments about a specific
relationship between a brand and an attribute.
Starbucks coffee is strong.
Beliefs also entail assessments about probability or likelihood.
Tylenol will not harm my stomach.
Consumers often maintain beliefs about the importance of an
attribute or benefit.
Fuel efficiency is important in an automobile.
3
Search Attributes Can be judged or rated
without buying the product.
Experience Attributes Can only be judged by
use.
Credence Attributes Deals with attributes
related to extended use, such a durability and safety.
Do product review sites blur these lines?
4
Descriptive beliefs based on direct experience.
Informational beliefs based on indirect experience.
Inferential beliefs goes beyond the information
provided..
Sometimes described in terms of the halo effect.
EVALUATIVE JUDGMENTS
Attitudes evaluative ratings about how good or
bad consumers find a person, place, object, or
issue.
Directionpositive, negative, neutral.
Extremityweak, moderate, strong.
Strong Attitudes
Highly accessible from memory
Maintained with confidence (difficult to change)
Held with little uncertainty
Highly correlated with beliefs
Zanna and Rempels Model
A reciprocal relationship exists
between attitudes and their bases.
The Bases of Attitudes

Beliefs (cognition)
Affect (feelings)
Purchase (behavior)
Attitudes
(Evaluative Judgments)
8
Buying a car
INVOLVEMENT
Involvement the personal relevance or
importance of an issue or situation.
Enduring Involvementinvolvement with a
particular issue or topic (an important issue/task).
Situational Involvementbased solely on special

circumstances or conditions.
MULTIATTRIBUTE MODELS
Theory of Reasoned Action
Attitudes
Intentions
Beliefs
Purchase
Subjectiv
e Norms
10
ELM
Elaboration Likelihood Model
Central Route
Attitude change results from diligent consideration of
information that is central to the true merits of a message.
Peripheral Route
Attitude change results from cues that are peripheral to, but
nevertheless associated with, a persuasive message.
11
INVOLVEMENT
Exposure to advertising
Low
Motivation to elaborate
High
Low
Ability to elaborate
Peripheral Route
(minimal processing and
simple inferencing)
High
Central route
(effortful processing of information central
to the true merits of an attitudinal position)
(Petty, Cacioppo, and Schumann 1983)
12
ELM
Motivation
High
Ability
Central Route
High (strong attitudes)

Low Peripheral Route
(weak attitudes)
Low
Peripheral
Route
(weak attitudes)
Peripheral Route
(weak attitudes)
13
HEURISTICS
Heuristic a shortcut for evaluating products that
allows consumers to quickly reach an given attitude.
Usually employed when consumers are unable or
unwilling to think carefully about a situation.
Brand names
Expert opinion
14
ATTITUDE MODELS
Theory of
Reasoned Action
Information
Integration Theory
Ao = biei
Ao = w isi
Ao = Attitude toward object
Ao = Attitude toward object
bi = Belief about attribute i

(likely/unlikely)
wi = Importance of attribute i
(weights)
ei = Evaluation of i
(good/bad)
si = Scale value for attribute i

(good/bad)
wi = 1
15
Attitudes
Intentions
Beliefs
Purchase
Subjectiv
e Norms
16
(Expectancy and Attractiveness)
Attitude Formation for Clark Shoes

Attribute
Belief (b)
Evaluation (e)
Comfort
20
Support
12
Style
25
Overall Attitude
Attitude (A)
57
17
A more is better additive theory
Attitudes are based on more than direct attribute evaluations
Subjective Norms for Clark Shoes

Source of
Compliance
Normative
Beliefs (NB)
Motivation to
Comply (MC)
Subjective
Norm (SN)
Friends
35
Parents
Co-workers
36
Overall Subjective Norms
78
18
Information Integration Theory
Attitude Formation for Clark Shoes
Attribute
Weights (w)
Evaluation (s)
Attitude (A)
Comfort
0.50
1.0
Support
0.30
-1
-0.3
Style
0.20
0.6
Overall Attitude
Sum of the importance

weights = 1.00
1.3
Overall values > 0 indicate

favorable attitude.
A less is more averaged theory. As Marketers, do we trust

consumers to provide such weights?
19
PARAMETERS OF JUDGMENT
Perceived relevance of the information
Task demands
Cognitive resources
Nondirectional motivation
Directional motivation
20
CHANGING ATTITUDES
Who says What to Whom
Find sources that are likeable, credible,
attractive, trustworthy, and knowledgeable
Use experts for complex messages, use
attractive sources for simple messages
Factual messages when consumers are likely
to think, otherwise use emotional messages
Use two-sided arguments for knowledgeable
consumers, otherwise use one-sided
Tailor your message to your audience
21
KEY TERMS
Judgment
Belief
Attitude
Search attribute
Experience attribute
Credence attribute
Descriptive beliefs
Informational beliefs
Inferential beliefs
Evaluative-cognitiveconsistency
Involvement
Expectancy-value models
Theory of reasoned action
Information integration theory
Dual-process models
Elaboration likelihood model
Heuristic/systematic model
Zanna and Rempels model
Semantic differential scale
Likert scale
22
CHANGING ATTITUDES GROUP ACTIVITY

Think of a brand that is not living-up-to its
full potential.
How would change consumer attitudes
around the brand?
23

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Chapter 8

Attitude and Judgment

The Bases of Attitudes

Situational Involvementbased solely on special

(Petty, Cacioppo, and Schumann 1983)

High (strong attitudes)

Ao = Attitude toward object

Ao = Attitude toward object

bi = Belief about attribute i

si = Scale value for attribute i

Attitude Formation for Clark Shoes

Subjective Norms for Clark Shoes

Overall Subjective Norms

Sum of the importance

Overall values > 0 indicate

A less is more averaged theory. As Marketers, do we trust

CHANGING ATTITUDES GROUP ACTIVITY

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