MKF2111 · Buyer Behaviour
Attitudes
An attitude is a relatively global, enduring evaluation of an object or action. This chapter covers how attitudes form via the Elaboration Likelihood Model (high-MAO central route vs low-MAO peripheral route), their cognitive and affective bases, and the Theory of Reasoned Action, whose two formulas — attitude A = Σ(bᵢ × eᵢ) and subjective norm SN = Σ(NBⱼ × MCⱼ) — predict behavioural intention. The oral can ask you to compute a TORA attitude and name how a marketer would shift it.
What this chapter covers
- 011. What an attitude is: a global, enduring evaluation; cognitive, affective and behavioural functions
- 022. Attitude characteristics: favourability, accessibility, confidence, persistence, resistance, ambivalence
- 033. ELM and MAO: high MAO → central route (strong, enduring, hard-to-change); low MAO → peripheral route (weak, changeable)
- 044. Cognitive basis: beliefs, reasoning, argument quality and source credibility (high-MAO); simple inferences and heuristics (low-MAO)
- 055. TORA attitude formula: A = Σ(bᵢ × eᵢ) — belief in each attribute × its evaluation/importance
- 066. TORA subjective norm: SN = Σ(NBⱼ × MCⱼ) — normative belief × motivation to comply, per referent
- 077. A + SN → Behavioural Intention → Behaviour
- 088. Affective basis: emotional appeals, fear appeals, the match-up hypothesis, mood and likeable sources
TORA: attitude from beliefs × evaluations, and how to improve it
- +2: products shownState the formula and compute each product: A = Σ(bᵢ × eᵢ). Hot: 2×3 = 6. Eco: 3×2 = 6. Stylish: 1×1 = 1. Cheap: (−1)×2 = −2.
- +1: total and readingSum: A = 6 + 6 + 1 − 2 = +11 (on a scale running from −18 to +18) → moderately positive. Note the negative cheap term is where the attitude leaks.
- +1: change a beliefImprove A by changing a belief — convince her the cup is better value than she thinks (move the price belief b from −1 toward +1) — which alone lifts the total.
- +1: add an attribute / implicationOr add a new valued attribute — e.g. 'leak-proof' at b=+3, e=+3 adds +9 — or strengthen an existing favourable evaluation; the marketing implication is to attack the weakest term or add a strength.
Key terms
- Attitude
- A relatively global and enduring evaluation of an object, issue, person or action. Attitudes serve cognitive, affective and behavioural functions and guide consumer choice.
- Elaboration Likelihood Model (ELM)
- A model where attitude formation depends on MAO. High MAO → central route: effortful analysis of strong arguments → enduring, strong, accessible, hard-to-change attitudes. Low MAO → peripheral route: superficial cues → weak, easily-changed attitudes.
- Central vs peripheral route
- The two ELM paths: the central route processes the substance of a message (argument quality, evidence); the peripheral route relies on cues around it (attractive source, music, number of arguments).
- Theory of Reasoned Action (TORA)
- A model where behavioural intention is driven by the attitude toward the behaviour, A = Σ(bᵢ × eᵢ), and the subjective norm, SN = Σ(NBⱼ × MCⱼ); A + SN → intention → behaviour.
- Subjective norm (SN)
- The perceived social pressure to perform a behaviour: the sum over referents of the normative belief (what referent j thinks you should do) times the motivation to comply with that referent, SN = Σ(NBⱼ × MCⱼ).
- Match-up hypothesis
- The affective principle that an endorser is most persuasive when their image fits the product — a credible source for a high-MAO message, an attractive or likeable one for a low-MAO, image-led message.
Attitudes FAQ
When does the central route beat the peripheral route?
When MAO is high — the consumer is motivated, able and has the opportunity to think — the central route dominates and strong arguments form durable, change-resistant attitudes. When MAO is low, the peripheral route takes over and cues like an attractive spokesperson or catchy music drive a weaker, more changeable attitude. So the marketer matches argument-led vs cue-led messaging to the audience's MAO.
How do you change an attitude using TORA?
TORA gives four levers: change a belief b (convince consumers the product has more of an attribute), change an evaluation e (make an attribute seem more important), add a new attribute they value, or shift the subjective norm (recruit approving referents). The model's value is that it tells you which specific term to attack — usually the most negative b×e product.
Do I have to memorise the TORA formulas for the oral?
You should be able to state A = Σ(b×e) and SN = Σ(NB×MC) and explain what every symbol means, because using the formula and naming the terms is the competent CB terminology the rubric rewards. You may be asked to compute a small example, but the bigger marks are for diagnosing which term to change, not the arithmetic.
What's the difference between the cognitive and affective bases of attitudes?
The cognitive basis is reasoned — beliefs, argument quality, source credibility (strong in high-MAO central processing). The affective basis is feeling-led — emotional and fear appeals, mood, likeable or attractive sources, the match-up hypothesis (strong in low-MAO peripheral processing). Many campaigns blend both.
Exam move
Treat attitudes as two engines: ELM (how the attitude forms, driven by MAO) and TORA (what the attitude is made of, two summed formulas). Rehearse ELM by linking it explicitly back to MAO (Week 2) — that cross-topic link is a quick route to the OUTSTANDING band. Drill one TORA example until you can say the formula, compute the b×e products, read the total, and point to the leaking (negative) term, then name two of the four change levers; the diagnosis is what earns marks, not the sum. Keep the affective-basis terms (match-up hypothesis, fear appeal, emotional contagion) ready for image-led, low-MAO questions. Always finish with the marketing implication — match argument-led vs cue-led messaging to the audience's MAO.
