Marketing Communications

HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 85

In other words, since not all product attributes are equally important for a consumer, product

beliefs are weighted by the importance that the consumer attaches to the different product

attributes. Table 3.3 shows an example of an attitude towards going to university and going to

a polytechnic. In this case, beliefs and evaluations are measured by means of a seven-point

Likert scale. A Likert scale is an ordinal scale but, if the scale contains enough categories, it

is usually considered an interval scale, as a result of which calculating mean scores across

respondents is allowed.^36 An example of a seven-point (going from 1 to 7 or from −3 to +3)

Likert scale, is:

In this example, the quality of the teachers is most valued (e = 7) and the perception

that it is difficult to get a degree seems to be the least important attribute (e = 2). Multiplying

these evaluations by the beliefs regarding universities and polytechnics as possessing these

characteristics gives the results in the fourth and sixth columns. Summing these products

results in a more positive attitude towards going to a university. So, if all relevant attributes

are measured and correctly evaluated, a university would eventually be chosen.

The Theory of Reasoned Action (TORA) is an extension of the Expectancy–Value model.^37

The model was developed to provide a link between attitude and behavioural intention. The

latter is determined not only by attitudes, but also by the subjective norm. A subjective norm

comprises the belief one holds regarding what different reference groups consider as socially

desirable behaviour, weighted by the consumer’s need or willingness to behave according

to the norms of the particular reference group. The latter is referred to as social sensitivity.

Certain personalities are more sensitive to social pressure and, as a consequence, are more

willing to comply with the rules, norms and beliefs of reference groups than others. An example

of socially influenced behaviour is that, even though a child might not be particularly fond

of piano lessons, the child might take these lessons to please the parents. And although a

teenager might not hold a favourable attitude towards smoking, he or she might do so

Table 3.3 An illustration of the Fishbein model

Attitude towards going to a university/polytechnic

University Polytechnic

Attribute ei bi ei × bi bi ei × bi

Difficulty 2 + 2 + 4 + 1 + 2

Prestige 6 + 2 + 12 0 0

High cost 3 + 1 + 3 0 0

Quality of teachers 7 + 1 + 7 − 1 − 7

Number of friends (^5) − 1 − 5 + 2 + 10
High study time 3 + 2 + 6 0 0
Business-oriented 5 − 1 − 5 + 1 + 5
Attitude 22 10
ei is measured on a seven-point bipolar scale (1 = bad, 7 = good)
bi is measured on a seven-point unipolar scale (− 3 = unlikely, + 3 = likely)
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