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Cognitive
– Awareness, comprehension, knowledge
Affective
– Evaluation, liking, preference
Conative
– Intentions, trial, purchase
Assumption in this chapter – High involvement situation
ASP Module 6
Benefit Based Attitude 1 of 8
Measuring attitude
• Respondent opinion (Y/N; rating, ranking)
• Respondent opinion on brand choice of
the peer group
• Usage level
ASP Module 6
Benefit Based Attitude 2 of 8
Measuring attitude
• A relatively new brand in the market
% of total market
4
3 5
6
2
1 7
-- 0 +
- Marketing efforts + Attitude
Competitive pressure
ASP Module 6
Benefit Based Attitude 3 of 8
Attributes & benefits
Important criteria on which purchase decisions are made.
eg. a car’s high mileage is an attribute
And 'saves money', is the benefit.
ASP Module 6
Benefit Based Attitude 4 of 8
Attributes based ad Value based ad
ASP Module 6
Benefit Based Attitude 5 of 8
Measuring attribute based attitude
Means-Ends & Laddering Analysis
Product attributes
(measurable physical characteristics)
Consumer consequences
(results to the consumer) [TVC-Ariel]
Personal values
(desired end states) [TVC-Fair & Handsome]
ASP Module 6
Benefit Based Attitude 6 of 8
Measuring attribute based attitude
Leverage points –
A feature of an ad that leads the viewer to
transform the advertising message into a
personalvalue.
ASP Module 6
Benefit Based Attitude 7 of 8
Measuring attitude
Product Identify the attribute, consequence
& personal value
ASP Module 6
Benefit Based Attitude 8 of 8