Attitudes help to determine whom you choose to date, what music you listen to, whether you will recycle aluminum cans, or whether you choose to become a consumer researcher for a living. In this module we’ll consider the contents of an attitude, how we form attitudes, and how we measure them. We will also review some of the surprisingly complex relationships between attitudes and behavior and then take a closer look at how marketers can change these attitudes.
Make a log of all the commercials a network television channel shows during a 2-hour period. Assign each to a product category and decide whether each is a drama or an argument. Describe the types of messages the ads use (e.g., two-sided arguments), and keep track of the types of spokespeople who appear (e.g., TV actors, famous people, animated characters).
What can you conclude about the dominant forms of persuasive tactics that marketers currently employ?