Attitude strength, formation and functions
8 important questions on Attitude strength, formation and functions
What are four points on attitude strength?
- Are more stable over time
- Have stronger impact on behavior
- Have greater influence on information processing
- Show a greater resitance to persuasion
What did Priester et al. (2004) say about attitude strength in toothpaste?
- Strong attitude predicted the probability of consideration and of choice
Which factors are related to strong attitudes?
- Accessibility
- Importance
- Knowledge
- Certainty
- Ambivalence
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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What is the cognitive accessibility of an attitude? What research showed something about this?
How easy and fast it is to retrieve the attitude from memory
- Reflects strength of relation between attitude object and evaluation
- Resistant to change
- Predict behavior
Fazio et al. (1989):
- Do you like/dislike this product?
- Choose one product as a reward
- Faster responses were positively related to choice
What about certainty (attitude strenght)?
Strong attitudes have a lot of confidence in correctness of own attitude (e.g., through personal experience, accurate evidence, social consensus)
What about ambivalence (attitude strength)?
How does attitude formation happen?
Cognition: based on knowledge and beliefs
- Direct experience (more stable, sample) versus indirect experience (hearsay)
- Brand image
- Country of origin
- Price
Affect: based on feelings/emotions
- Mere exposure
- Conditioning (conceptual associations, environmental cues)
- Affect-as-information hypothesis
Behavior
- Self-perception theory
- Greenpeace study: weak attitude more positive attitude about GP after donating, strong no difference
What are the reasons why people acquire goods? And how do they overlap with attitude functions?
- Utilitarian reasons (rational, practical)
- Performance, reliability, quality
- Knowledge
- Hedonic reasons (emotional, sensory)
- Pleasure from owning and consuming/using
- Adjustment
- Self-expression reasons
- Expensive watch/vegan t-shirt
- Value expressive
- Identity building reasons
- To become the person who you want to be
- Ego defensive
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
