ATTITUDE FORMATION
WHAT ARE THE MOST IMPORTANT TAKEAWAYS?
THE CONSUMER PROCESS MODEL IS IMPORTANT BECAUSE IT HELPS GIVES US MORE INFORMATION TO STRATEGIZE–TO HELP GUIDE CONSUMERS TO WHERE WE WANT THEM TO BE.
UNDERSTANDING WHERE CONSUMERS SIT ON THE PROBLEM-SOLVING SCALE DETERMINES AN OUR MESSAGING CORE, TIMING, AND DELIVERY.
ATTITUDES ARE VITAL TO UNDERSTANDING OUR AUDIENCES—THEY CAN CHANGE. ADVERTISING IS IN THE ATTITUDE BUSINESS.
THE WAY WE APPROACH ATTITUDES VARIES DEPENDING ON WHAT WORKS BEST FOR OUR AUDIENCE.
PEOPLE WANT BALANCE…AND ARE CONSTANTLY SEEKING “IDEAL STATES” to be in. IDENTIFYING THAT TENSION AND HELPING RESTORE THAT BALANCE IS KEY TO CREATING SUCCESS FOR YOUR BRAND/COMPANY.
Consumer decision processing model
Every consumer goes through a process of decision-making. But remember that it happens rapidly and they might jump around. For advertisers, it’s important that we know where they are so we can craft and deliver the most effective message.
Problem recognition: Recognizes the need for a service or product
Information search: Gathers information
Alternatives evaluation: Weighs choices against comparable alternatives
Purchase decision: Makes actual purchase
Post-purchase evaluation: Reflects on the purchase they made
Problem Solving
Consumers go through a spectrum of problem solving. From limited capacity to extensive research. It’s important to notice what kind of mental lift a consumer is going through because it effects how we deliver our message.
*Remember. Even though a consumer might go through an extend problem solving session, it doesn’t mean they achieve the most logical or correct decision. They’ve reached a decision that was “right for them”
ATTITUDES ARE KEY.
The definition of attitude varies:
force or quality of mind
association of a given object and a given evaluation
pyshcological tendecy
a learned predisposition
a state of mental organization
Sometimes it’s defined as: “ learned, global evaluation of an object (person, place, or issue) that influences thought and action.”
There are various models and approaches that been created over the years:
Expectancy-value Approach: “Your attitude is a combination of what you believe or expect of a certain object and how you feel about (evaluate) these expectations.
Symbolic Attitude Approach: emotions, symbols, beliefs, and the power of association result in the formation of attitudes.
Ideological Approach: attitudes are organized “top-down”, how we approach the world comes from principles we have acquired and developed.
One of the most important things is changing attitude.
The Balance Theory is one idea that people seek equilibrium. When in relationships with varying attitudes, we will be motived to maintain or adjust our beliefs.
An example (from good ol’ Wiki):
Balance theory is useful in examining how celebrity endorsement affects consumers' attitudes toward products. If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to like the product more, in order to achieve psychological balance.
However, if the person already had a dislike for the product being endorsed by the celebrity, they may begin disliking the celebrity, again to achieve psychological balance.
Heider's balance theory can explain why holding the same negative attitudes of others promotes closeness.