Lecture 5
ambivalence Dual attitude
Attitudes The 1AT test
• Attitudes are important for sales people
fishbein
intro attitude
• 3 parts
Inter attitude
◦ Attitudes
◦ Attitude structure attitudes shapesbehavior
◦ Attitudes and behavior
• Why should you know anything about attitudes?
• How can you apply what you have learned to marketing?
Part 1: attitudes
• Attitudes are disposition to evaluate an attitude object with some degree of favor or disfavor
• So an attitude is either positive or negative
• Anything you encounter could be an attitude object
• It helps you to summarize the world around you
• Valence of an attitude
◦ Postive
◦ Negative
• Not all attitudes are equally as important to a person
◦ Strong attitude
‣ Important too self concept
‣ Related to value
‣ Certainty
‣ Springs to mind easily
‣ Role in decision making
‣ Guiding for behavior
‣ Persistent over time
◦ Weak attitude
Ambivalence
• Attitudes...
◦ .. sometimes you just don't know
◦ .. both advantages and disadvantages
• Unresolved or unpleasant feeling
• Less guiding behavior
• Less persistent over time
• Strong attitudes are usually not ambivalent
• Weak attitudes can be ambivalent but they don't have to be
• Ambivalent is not indi erent
usuallymoreeducatedon topic
Experiment
• 2 groups of people
◦ Ambivalent people (for a speci c topic). --> usually more
educated on topic
◦ Non-ambivalent people (for speci c topic)
• Measures
◦ Attitudes
◦ Behavior
• One would expect that attitudes switch over time for ambivalent
people..
• Results
◦ Why?
‣ Because inconsistent information led to better information
processing and stronger attitudes
◦ Conclusion:
, ‣ Ambivalent attitudes do not have to be weak, they can also be guiding for behavior
Implicit and explicit attitudes
• What is the di erence between the two?
Explicit attitudes
• Questionnaires Conscious
• Interviews Response
• Dangers:
◦ Social desirability
‣ The inclination to present oneself in a manner that will be viewed favorably by others
◦ Demand characteristics answer what they think is expected
‣ Participants form an interpretation of the experiment's purpose and change behavior accordingly
• Hawthorne e ect: when subjects modify an aspect of their behavior in response to their awareness of being
observed
Implicit attitudes automatic response
• Measured with reaction time tasks
• Makes use of associations
• Computer task
◦ People have to categorize items
◦ Reaction time tells us something about the strength of an association in memory
• IAT https://www.youtube.com/watch?v=hr9xAcWv790
◦ 4 concepts to respond to
◦ Black names, white names
◦ Postive words, negative words
◦ Implicit association task
◦ 2 buttons to respond with
◦ 4 concepts -->
◦ 2 concepts per button
◦ The combinations change
• Faster reaction = stronger association
• So if black + unpleasant is faster than black + pleasant --> negative implicit attitude toward black people
Warfel, France and France (2012)
• Study about the measurement of implicit attitudes towards blood donation
• Results
◦ Non donors showed more negative implicit donation attitudes than donor
◦ Implicit measures were signi cantly related with explicit measure like blood and needle fear
◦ Implicit donation attitudes were signi cantly related to donation intention
• Conclusion
◦ The IAT helps to assess underlying automatic attitudes towards blood donations
get's into people'ssubconsciousreasoning
ambivalence Dual attitude
Attitudes The 1AT test
• Attitudes are important for sales people
fishbein
intro attitude
• 3 parts
Inter attitude
◦ Attitudes
◦ Attitude structure attitudes shapesbehavior
◦ Attitudes and behavior
• Why should you know anything about attitudes?
• How can you apply what you have learned to marketing?
Part 1: attitudes
• Attitudes are disposition to evaluate an attitude object with some degree of favor or disfavor
• So an attitude is either positive or negative
• Anything you encounter could be an attitude object
• It helps you to summarize the world around you
• Valence of an attitude
◦ Postive
◦ Negative
• Not all attitudes are equally as important to a person
◦ Strong attitude
‣ Important too self concept
‣ Related to value
‣ Certainty
‣ Springs to mind easily
‣ Role in decision making
‣ Guiding for behavior
‣ Persistent over time
◦ Weak attitude
Ambivalence
• Attitudes...
◦ .. sometimes you just don't know
◦ .. both advantages and disadvantages
• Unresolved or unpleasant feeling
• Less guiding behavior
• Less persistent over time
• Strong attitudes are usually not ambivalent
• Weak attitudes can be ambivalent but they don't have to be
• Ambivalent is not indi erent
usuallymoreeducatedon topic
Experiment
• 2 groups of people
◦ Ambivalent people (for a speci c topic). --> usually more
educated on topic
◦ Non-ambivalent people (for speci c topic)
• Measures
◦ Attitudes
◦ Behavior
• One would expect that attitudes switch over time for ambivalent
people..
• Results
◦ Why?
‣ Because inconsistent information led to better information
processing and stronger attitudes
◦ Conclusion:
, ‣ Ambivalent attitudes do not have to be weak, they can also be guiding for behavior
Implicit and explicit attitudes
• What is the di erence between the two?
Explicit attitudes
• Questionnaires Conscious
• Interviews Response
• Dangers:
◦ Social desirability
‣ The inclination to present oneself in a manner that will be viewed favorably by others
◦ Demand characteristics answer what they think is expected
‣ Participants form an interpretation of the experiment's purpose and change behavior accordingly
• Hawthorne e ect: when subjects modify an aspect of their behavior in response to their awareness of being
observed
Implicit attitudes automatic response
• Measured with reaction time tasks
• Makes use of associations
• Computer task
◦ People have to categorize items
◦ Reaction time tells us something about the strength of an association in memory
• IAT https://www.youtube.com/watch?v=hr9xAcWv790
◦ 4 concepts to respond to
◦ Black names, white names
◦ Postive words, negative words
◦ Implicit association task
◦ 2 buttons to respond with
◦ 4 concepts -->
◦ 2 concepts per button
◦ The combinations change
• Faster reaction = stronger association
• So if black + unpleasant is faster than black + pleasant --> negative implicit attitude toward black people
Warfel, France and France (2012)
• Study about the measurement of implicit attitudes towards blood donation
• Results
◦ Non donors showed more negative implicit donation attitudes than donor
◦ Implicit measures were signi cantly related with explicit measure like blood and needle fear
◦ Implicit donation attitudes were signi cantly related to donation intention
• Conclusion
◦ The IAT helps to assess underlying automatic attitudes towards blood donations
get's into people'ssubconsciousreasoning
