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Psychology of Marketing & Advertising (Fach) / 5. How consumers form attitudes towards products (Lektion)
Block 5
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- Due to the Attitudes as constructions Model Attitudes can fluctuate over time, depend on what people happen to be thinking at that very moment Ja
- Due to the Attitudes as constructions Model Individuals make judgments online based on info that comes to mind in a particular situation Ja
- There is Evidence for both views!, so attitudes can be stable AND context-dependent Ja
- Attitudes never change False -> Attitudes even for political candidates or partners can change when people question why they hold them
- Due to the “Attitudes-as-constructions”Model Attitudes looks stable over time, because each time we draw on similar sources of info E.g., brands and ads remain relatively the same Ja
- Due to the “File-drawer model”Attitudes remain stable over time, their expression only depends on the context Ja
- There is a “Continuum of attitude strength”. For familiar or relevant issues: strong, well-defined attitudes, for novel or irrelevant issues: no attitude formed yet Ja
- Challenges for the dispositional view of attitudes as there is a Discrepancy between implicit and explicit and Context-dependence Ja
- A new definition about attitudes is Attitudes are “the categorization of a stimulus object along an evaluative dimension” Ja
- Attitudes are associated beliefs and behaviors towards some object.[1] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs Ja
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- Thus, by activating an affective or emotional node, attitude change may be possible, though affective and cognitive components tend to be intertwined. Ja
- emotions are affect-based heuristics, in which feelings and gut-feeling reactions are often used as shortcuts. Ja
- people are motivated to use systematic processing when they want to achieve a "desired level of confidence" in their judgments Ja
- t is important to remember that of the three components of attitudes, only the behavioral component can be directly observed. Ja
- We can form an attitude with unfamiliar and novel attitudes baed on high effort cognitive processes who require high elaboration False -> We can form an attitude with unfamiliar and novel attitudes baed on low effort cognitive processes who require low elaboration
- The formation of attitudes is based on cognitively based evaluative responses Ja
- Attitudes based on info gathered about attitude object – Direct or indirect experience – Heuristics – Source expertise and trustworthiness
- Attitudes based on direct (vs. indirect) experience are stronger JA! -> Result in more info – Held with more confidence – More stable over time – More accessible in memory – More predictive of future behavior
- Attitudes based on indirect experience are stronger are more predictive of future behavior Ja
- Marketers should use Marketing tools that promote indirect experience• E.g., free samples, test drives, scratch-’n’-sniff cards, etc. False -> Direct experience
- The predictive validity of experience-based attitudes depends on the similarity between the context in which the experience was gained and the context in which the behavior is performed Ja
- if initial goal is hedonic, but later goal is instrumental, the effect of direct experience increases False -> if initial goal is hedonic, but later goal is instrumental, the effect of direct experience disappears
- Attitude is the predisposition which can be expressed by three types of evaluative responses: Cognitive, Affective, Behavioral True