attitude $ influencing attititude

8/10/2019 Attitude $ Influencing Attititude

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The Power of Attitude

Attitude is a learned predisposition to respond to an object or a class of objects in a consistently

favorable or unfavorable way. It is a lasting, general evaluation of people, objects,

advertisements, or issues. Whereas Attitude Object (Ao) is defined as anything towards which

one has an attitude can be a physical object or an abstract idea. The attitude object that is going

to be discussed is Adidas shoes.

Functional Theory of Attitudes

There are four functional theories of attitudes that are developed to explain how attitudes

facilitate social behavior. They are:

a) Utilitarian Function

Utilitarian function is related to the basic principles of reward and punishment. We

develop some attitudes toward products simply on the basis of whether these products

provide pleasure or pain. Here for example, if a person likes the design of an Adidas

shoes, that person will develop a positive attitude toward Adidas shoes. Adidas uses their

product benefits to appeal to utilitarian function, i.e. for their running shoes, the shoes are

produced from suede material to make certain that they are soft and light, which is an

essential criteria for running shoes, therefore people will buy the shoes for the benefits.

b) Value-Expressive Function

Attitudes that perform a value-expressive function express the consumer's central values

or self-concept. A person forms a product attitude not because of objective product

benefits, but rather because of what using the product says about him or her as a person

Value-expressive attitudes are highly relevant to life-style analyses, where consumers

cultivate a cluster of activities, interests, and opinions to express a particular social

identity. As Adidas most powerful tagline suggest, Impossible is Nothing, a person

who uses Adidas product is expressed as someone who is a challenging and nothing is

impossible for them to achieve their goal. And for their newest tagline, Adidas is All In,


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a person who uses Adidas products is expressed as anybody who has ever done anything

theyre passionate about has gone all in, no matter if thats on the football pitch, on the

catwalk, on the screen or on the court.

c)

Ego-Defensive Function

Attitudes that are formed to protect the person, either from external threats or internal

feelings of insecurity, perform an ego-defensive function. Here, by using Adidas shoes, a

person will not be feeling afraid of achieving their goal as the tagline suggest. The

product helps build confidence in their consumers. For example, an amateur joined a

marathon but think that he/she cannot finish it, but by wearing Adidas shoes, nothing is

impossible and makes them think they can finish the line.

d) Knowledge Function

Some attitudes are formed as the result of a need for order, structure, or meaning. This

need is often present when a person is in an ambiguous situation or is confronted with a

new product, for example, Adidas website provides information.

Components of Attitude

An attitude has three components and they are:

a) Affect

The way a consumer feels about an attitude object. For example, I feel very comfortable

when wearing Adidas shoes for running.

b) Behaviour

A consumer's actions with regard to an attitude object. For example, I will recommend

my friends to buy Adidas shoes and in future I will purchase it again.

c) Cognition

The beliefsa consumer has about an attitude object. For example, I think that Adidas

shoes are high quality.


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Views of Attitudes

There are three hierarchies of effects to explain the relative impact of the three components, they

are:

a) Standard Learning Hierarchy

This hierarchy assumes that a person approaches a product decision as a problem solving

process. Firstly a person forms beliefs about Adidas shoes as he/she accumulates

knowledge (beliefs) of the attribute of the shoes, i.e. Adidas shoes is high quality through

friends, advertisements and then do researches. Next, the person will evaluate beliefs and

forms a feeling (affect), i.e. like Adidas shoes. Finally, the person will engage in relevant

behavior, i.e. buy the Adidas shoes because he/she like the high quality of the shoes.

This hierarchy assumes that a consumer is highly involved when they make purchase as

they are motivated to seek out a lot of information, carefully weigh alternatives and come

to a thoughtful decision. This careful choice process often creates brand-loyal-consumer

"bonds" with product.

b) Low-Involvement Hierarchy

Cognition

(Think)

Affect

(Feel)

Behaviour

(Do)

Cognition

(think)

Behaviour

(do)

Affect

(feel)


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At first, the consumer does not have strong preference for one brand over another; instead,

they act on limited knowledge then form a belief only after they buy the product. The

attitude is likely to come about through behavioral learning, as good or bad experiences

reinforce initial choice. For example, I saw my friends wearing Adidas shoes to class, in

order to fit in the group, I also bought a pair of Adidas shoes but then I feel that the shoes

are not comfortable for my legs and I do not like it.

c) Experiential Hierarchy

This hierarchy of effects says that we act on our emotional reactions. The experiential

perspective highlights the idea that intangible product attributes, such as package design,

advertising, brand names and the nature of the setting in which the experience occurs, can

help shape our attitude toward a brand. For example, I like the design of the Adidas shoes,

especially Jeremy Scott series, so I bought a pair of it and then finally I will evaluate

whether this shoes is good or not.

Attitude Commitment

Consumers vary in their commitment to an attitude; the degree of commitment relates to their

level of involvement with the attitude object.

Affect

(feel)

Behaviour

(do)

Cognition

(think)


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Compliance is the lowest level of commitment and we form an attitude because it helps us to

gain rewards or avoid punishments. For example, I have to buy running shoes as soon as possible

as tomorrow will be the marathon day and there is only an Adidas shop nearby my house so I

bought a pair of Adidas shoes.

Identification is the middle level of commitment and it occurs when we form an attitude to

conform to another person or group. For example, all my friends are wearing Adidas shoes for

the marathon so I bought a pair of Adidas shoes as well to conform to them. Or, my idol, David

Bechkam endorsed Adidas running shoes, to identify myself with him, I bought the Adidas shoes.

Internalization is the highest level of commitment and it is a deep-seated attitude that becomes

part of a consumers value system. For example, I buy Adidas shoes because I associate myself

as a challenging person and nothing is impossible for me, so by buying Adidas shoes for the

marathon, it makes me feel more confidence to achieve my goal.

Consistency Principal

We seek harmony among thoughts, feelings and behaviours. Therefore, we will change

components to make them consistent. It relates to the theory of cognitive dissonance where we

take action to resolve dissonance when our attitudes and behaviours are inconsistent. The

theories to reduce cognitive dissonance are:

a) Social Judgment Theory

Internalization

Identification

Compliance


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Perspective that people assimilate new information about attitude objects in light of what

they already know or feel; the initial attitude acts as a frame of reference, and new

information is categorized in terms of this standard. Incoming messages are filtered down

two possible pathslatitudes of acceptance and latitudes of rejection. If the new

information is similar to existing information, the consumer follows the latitude of

acceptance and accepts the opinion, this is known as assimilation effect. For example, I

think that Adidas shoes are high quality and my friends also thinks so. In contrast, if the

information is disparate, the consumer follows the latitude of rejection and rejects the

opinion this is known as contrast effect. I am a diehard friend of Adidas shoes but

suddenly my friend say that it is easily worn out and I do not believe it therefore rejected

his opinion.

b) Balance Theory

Theory that considers relations among elements a person might perceive as belonging

together and people's tendency to change relations among elements in order to make them

consistent or balance. Balance theory involves three elements, a person, his/her

perceptions of an attitude object and his/her perception of other person or object. For

example, Jane admire Justin Bieber as her idol but she dislikes Adidas Neo even though

Justin Bieber is the ambassador.

To achieve consistency, in the first situation, Jane can stop liking Justin Bieber.

Jane

Justin Bieber Adidas Neo

Jane


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In another situation, Janes liking for Justin Bieber could prompt her to like Adidas Neo

as the shoes are fashionable.

Next, Jane can convince herself that Justin Bieber does not really like Adidas Neo, he

endorse it just to earn money.

In the last situation, Jane could choose to leave the field by liking another celebrity,

Emma Watson who does not endorse Adidas Neo.


Jane


Jane


Jane


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How Do Marketers Change Attitudes?

a) Scarcity

Adidas uses scarcity to change consumers attitudes. Soccer players are clamouring

for the cleats Lionel Messi wore for much of the recent World Cup, but only a few

people were lucky enough to get the boots Adidas made for his birthday on June 24.

Messi turned 27, so Adidas made 27 pairs of the cleats. Well, 28, if you count the pair

it gave to the Argentine star.

b) Authority

Adidas uses Lionel Messi as an indisputable authority figure in the world of sports,

more specifically soccer. Theres no doubt about it. His influence and popularity lead

him to be the visible face of countless advertising campaigns, whether sport-related or

not. The use of sports figures has been a classic resource of Adidasover the years. On

their website we can also see the important aesthetic display of their various

campaigns

c) Liking

Adidas uses Celebrity endorsements to change consumer attitudes. Celebrities such as

David Beckham, Katy Perry, Justin Bieber and more endorse Adidas products.

Adidas use this strategy because consumer will agree with those they like or admire

especially celebrities.

Adidas NeoJustin Bieber


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Source Credibility

A communications sources perceived expertise, objectivity or trustworthiness, credibility is

persuasive when new product, unknown. Building credibility; source's qualifications relevant to

product; credibility is subjective decision. For example, for football shoes, Adidas endorsed

Lionel Messi who is the best footballer in the world, his expertise and trustworthy in the field

help the sales of football shoes.

Source Attractiveness


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The sources perceived social value: physical appearance, personality, social status, similarity to

receiver. For example, Jeremy Scott Adidas endorsed, Korean girl group 2NE1. Koreans are

known for their beauty and attractiveness.

Star Power: Celebrities as Communications Sources

Star power works because celebrities embody cultural meanings by symbolizing important

categories like status & social class. For example, Adidas Neosambassador is Justin Bieber who

has a very large fan base.


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Comparative Advertising

A strategy where message compares two or more specifically named brands and compares them

in terms of one or more attributes. For example, Adidas compare it shoes with Nike that it can

performs better in long run.

Types of Message Appeals

a) Emotional vs. Rational Appeals

Whether to use emotion or rational argument depends on the situation. It may depend on

the nature of the product and the relationship consumers have with the product. Adidas

uses emotional appeals an example, is their endorsements for Team Gb in the Olympics.As the only official sponsor directly associated with sporting endeavors, Adidas certainly

had the opportunity to have a hugely successful summer.

The focal point of Adidas Olympic campaign was their series of Take the Stage print

ads and TV spots. The formers restrained and unadorned aesthetic hit a perfect


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chord. Featuring little more than three words of copy and close-ups of key Team GB

athletes preparing themselves before their moment of truth, the outdoor and print adverts

delivered an impactful, emotionally charged message.

The accompanying TV campaign also made Team GBs stars their main feature. The

adverts revolved around the trials and tribulations of working towards Olympic glory,

giving the athletes themselves a platform to communicate to viewers how stressful taking

on the nations burden of expectations really is. This also worked excellently. By making

spectators privy to the nations great hopes inner fears, Adidas appealedto our sense of

emotion and empathy. The spots gritty Grime/Dub step soundtrack and numerous shots

of urban Britain served to underscore the authenticity of the campaign, and, lest we forget,

the brands own image. Between the runaway success of Team GB and the raw visual

and sonic tone of the campaign, Adidas will have captured the hearts of the nation

And as Team GB started to win numerous medals and rise to 3rd in the league table,

Adidas focused on the emotions that accompany winning, in a video featuring Team GB,

along to the Queen soundtrack Dont stop me now. The winning Olympians

were subtly clothed in Adidas product, but this wasnt important -- the focus was on the

joy and exhilaration of winning, taking part and feeling as if you and Jessica were friends

as you watched her and her peers messing around like kids in the video. This approach

will have captivated consumers attention and driven sales far more effectively than the

jargon addled advertising that often accompanies high-end athletics apparel.

b) Sex Appeals


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Sex appeals can be very good for getting attention but also come with risks. The ad

shows a man and a woman from their knees down to their feet which a text caption The

first thing she noticesare your shoes. The man is wearing brand new Adidas shoes

with jeans. The woman, however, is wearing black high heels and her panties are at her

ankles.

Adidas aimed this ad directly at men to buy Adidas shoes. The ad suggests that if you

wear Adidas shoes you get women to take off their clothes.

c) Humorous Appeals


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Humour is also a good choice for gaining attention but one has to be careful that the

humour does not overwhelm the primary message. This ad shows that by using Adidas

Climacool clothing and shoes, it is so cool that it blew everything around. But actually it

wants to show that Adidas Climacool help you keep dry or manage sweat better. The

more advanced help is it kills micro bacteria to eliminate unwanted smell.

The Message as Art Form

a) Metaphor

A metaphor places two dissimilar objects into a close relationship such that X IS Y.

This ad here shows an Adidas Chameleon shoes, where Adidas shoes is a Chameleon. It

is trying to shows that Adidas shoes and chameleon has a common ground which is grip

on every surface

attitude $ influencing attititude

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