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UNIT UNIT 22
Consumer Attitude Consumer Attitude Formation and Formation and
ChangeChange
AttitudesAttitudes
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
WHAT ARE ATTITUDES?WHAT ARE ATTITUDES?
• The attitude “object”• Product , Brand, Service, Product category
• Attitudes are a learned predisposition• Are formed as a direct experience with the
product / service• They have a motivational quality
• Might propel a consumer towards a particular behavior• Might repel a consumer away from a particular
behavior• Attitudes have consistency
• Relatively consistent with behavior • Not necessarily permanent
• do change by situational influences• Attitudes occur within a situation
• Events that at a particular time effect attitude & behavior
THE NATURE OF THE NATURE OF ATTITUDESATTITUDES
• Attitudes vary in their strength
• Attitudes reflect a consumer’s values
• Attitudes are learned
• Different situations influence attitudes
STRUCTURAL MODELS OF STRUCTURAL MODELS OF ATTITUDESATTITUDES
• Tricomponent Attitude Model
• Muliattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-toward-the-Ad Model
Representation of the Representation of the Tricomponent Attitude ModelTricomponent Attitude Model
ConationConation
AffectAffect
Cognition
WHAT’S THE BIG DEAL WHAT’S THE BIG DEAL ABOUT ATTITUDES?ABOUT ATTITUDES?
• Attitudes……
• Guide our thoughts (cognitive function)
• Influence our feelings (affective function)
• Affect our behavior (conative function)
THE TRICOMPONENT THE TRICOMPONENT MODELMODEL
• Cognitive Component• The knowledge and perceptions that are
acquired by a combination of direct experience with the attitude object and related information from various sources.
• Affective Component• A consumer’s emotions or feelings about a
particular product or brand.• Conative Component
• The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
MultiattriMultiattri--bute --bute
Attitude Attitude ModelsModels
Attitude models that examine the composition of
consumer attitudes in
terms of selected product
attributes or beliefs.
MULTIATTRIBUTE MULTIATTRIBUTE ATTITUDE MODELSATTITUDE MODELS• The attitude-toward-object model
• Attitude is function of evaluation of product-specific beliefs and evaluations
• The attitude-toward-behavior model• Is the attitude towards behaving or acting
with respect to an object, rather than the attitude towards the object itself
• Theory-of-reasoned-action model• A comprehensive theory of the
interrelationship among attitudes , intentions, and behavior.
A Simplified Version of the A Simplified Version of the Theory of Reasoned ActionTheory of Reasoned Action
Beliefs that the behavior
leads to certain
outcomes
Beliefs that the behavior
leads to certain
outcomes
Evaluation of the
outcomes
Evaluation of the
outcomes
Beliefs that specific
referents think I
should or should not
perform the behavior
Beliefs that specific
referents think I
should or should not
perform the behavior
Motivation to comply with the specific
referents
Motivation to comply with the specific
referents
Subjective norms
Subjective norms
Attitude toward the behavior
Attitude toward the behavior
IntentionIntention
BehaviorBehavior
Influence individual
s intention
to act
ADVANTAGES OF ADVANTAGES OF MULTIATTRIBUTE MODELMULTIATTRIBUTE MODEL
• Clearly shows what is important to
consumers about a given product.
• Shows how well brands do, relative to each
other.
• Shows how well a specific brand does with
respect to attributes perceived as important
to consumers.
WEAKNESS OF WEAKNESS OF MULTIATTRIBUTE MODELMULTIATTRIBUTE MODEL• Not a perfect predictor of consumer
behavior• Lots of variables determine behavior in
addition to attitude:• Involvement• Friends• Family• Financial resources• Availability of product
Theory Theory of of
Trying Trying to to
ConsumConsumee
An attitude theory designed to
account for the many cases where
the action or outcome is not
certain but instead reflects the consumer’s attempt to
consume (or purchase).
Potential Impediments That Might Potential Impediments That Might Impact TryingImpact TryingPOTENTIAL PERSONAL IMPEDIMENTSPOTENTIAL PERSONAL IMPEDIMENTS“I want to try to lose fifteen pounds by next summer.”“I’m going to attempt to give up smoking by my birthday.”“I am going to increase how often I go to the gym from two to four times a week.”
“Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTSPOTENTIAL ENVIRONMENTAL IMPEDIMENTS“The first ten people to call in will receive a free T-shirt.”“There are only three bottles of champagne in our stockroom. You better come in sometime today.”
“I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.”
AttitudeAttitude--
Toward-Toward-the-Ad the-Ad ModelModel
A model that proposes that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an advertisement,
which, in turn, affect the consumer’s
attitude toward the ad and attitude toward
the brand.
ATTITUDE-TOWARD-THE-ATTITUDE-TOWARD-THE-AD MODELAD MODEL• Very specific to understanding the
impact of advertising on consumer attitudes about a particular product or brand.
• Exposure to advertising directly affects beliefs about the ad and brand, and feelings about the ad.
• Exposure to advertising indirectly affects attitude toward the brand and attitude toward the ad.
A Conception of the Relationship A Conception of the Relationship among Elements in an Attitude-among Elements in an Attitude-
Toward-the-Ad ModelToward-the-Ad Model
Exposure to an Ad
Judgments about the Ad (Cognition)
Beliefs about the Brand
Attitude toward the Brand
Attitude toward the Ad
Feelings from the Ad (Affect)
ATTITUDE FORMATIONATTITUDE FORMATION
• How attitudes are learned
• Purchase, knowledge, beliefs
• Sources of influence on attitude
formation
• Personal experience, family & friends, media,
• Personality factors
HOW DO WE FORM HOW DO WE FORM ATTITUDES?ATTITUDES?
Three different paths to attitude formation:
• Attitudes are created by first creating
beliefs.
• Consumer beliefs are the knowledge that a
consumer has about objects, their attributes,
and the benefits provided by the objects.
• Consumer beliefs are created by processing
information--cognitive learning.
FORMING ATTITUDES, FORMING ATTITUDES, CONT…CONT…
• Attitudes are created directly.• Behavioral learning• Mere exposure
• Attitudes are created by first creating behaviors.
• Consumers respond to strong situational or environmental forces, and after engaging in the behavior, form attitudes about the experience.
STRATEGIES OF ATTITUDE STRATEGIES OF ATTITUDE CHANGECHANGE
• Changing the Basic Motivational Function
• Associating the Product With an Admired Group or Event
• Resolving Two Conflicting Attitudes• Altering Components of the
Multiattribute Model• Changing Beliefs About Competitors’
Brands
FOUR BASIC ATTITUDE FOUR BASIC ATTITUDE FUNCTIONSFUNCTIONS
Attitudes have 4 main functions:• Utilitarian function
– Attitudes are also formed because of brand’s utility– Attitude can be changed by showing people what
they might have not considered yet• Ego defensive function
– Attitudes are formed to protect the ‘ego’• Value expressive function
– Consumers attitudes are often a reflection of their values
• Knowledge function– Attitudes help consumers make decisions and
process and filter information
FIGURE 8.9 FIGURE 8.9 CLOROX CLOROX USES A USES A UTILITARIAN UTILITARIAN APPEALAPPEAL
BACK
FIGURE FIGURE 8.10 8.10 SUAVE SUAVE USES EGO USES EGO DEFENSIVDEFENSIVE APPEALE APPEAL
BACK
FIGURE FIGURE 8.11 8.11 AC DELCO AC DELCO USES A USES A VALUE-VALUE-EXPRESSIVEXPRESSIVE APPEALE APPEAL
BACK
FIGURE FIGURE 8.12 8.12 A A KNOWLEDGKNOWLEDGE APPEALE APPEAL
BACK
STRATEGIES OF STRATEGIES OF ATTITUDE CHANGE ATTITUDE CHANGE CONT…CONT…
• Alter components of multi-attribute model
• Changing brand beliefs
• Increase the importance of a key attribute
• Decrease the importance of a weak attribute
• Add an entirely new attribute
• Decrease belief ratings for competitive brands
Elaboration Elaboration Likelihood Likelihood
Model Model (ELM)(ELM)
A theory that suggests that a person’s level
of involvement during message processing is
a critical factor in determining which
route to persuasion is likely to be effective.
Motivationto
Elaborate
PeripheralRoute to
Persuasion
CentralRoute to
Persuasion
Abilityto
Elaborate
Amountof
Elaboration
MessageArgumentsDeterminepersuasion
PeripheralCues
Determinepersuasion
High Low
BEHAVIOR PRECEDES BEHAVIOR PRECEDES ATTITUDE FORMATIONATTITUDE FORMATION
• Cognitive Dissonance Theory
• Attribution Theory
Cognitive Dissonance
Theory
Holds that discomfort or dissonance occurs when
a consumer holds conflicting thoughts about a belief or an
attitude object.
COGNITIVE DISSONANCE COGNITIVE DISSONANCE THEORYTHEORY• Consumers begin to feel cognitive
dissonance when they think of the unique, positive qualities of the brands not selected.
• Leave consumers with an uneasy feeling about their prior beliefs or actions
Postpurchase Dissonance
Cognitive dissonance that occurs after a
consumer has made a purchase
commitment. Consumers resolve
this dissonance through a variety of
strategies designed to confirm the wisdom
of their choice.
REDUCING REDUCING COGNITIVE COGNITIVE DISSONANDISSONANCECE
Attribution Attribution TheoryTheory
A theory concerned with how people assign
casualty(blame or credit) to events on the
basis of their own behavior or other
people’s behavior.
ATTRIBUTION THEORYATTRIBUTION THEORY• Consumers make inferences about
behaviors, assign causality--blame or credit--to events on the basis of their or others’ behaviors.
• In the process of assigning causality, they form attitudes.
• Marketing implications:• Offer high quality products• Advertising should emphasize quality.• Moderate-sized incentives.
ISSUES IN ATTRIBUTION ISSUES IN ATTRIBUTION THEORYTHEORY
• Self-perception Theory• Foot in the door technique
• Attributions Toward Others
• Attributions Toward Things
Self-Self-Perception Perception
TheoryTheory
A theory that suggests that consumers
develop attitudes by reflecting on their own
behavior.
Foot in the Foot in the door door
techniquetechnique
I buy this brand because I like it.
This theory is based on the premise that
individuals look to the prior behavior before
conclusions.
Defensive Defensive AttributionAttribution
A theory that suggests consumers are likely to accept credit for
successful outcomes (internal attribution) and to blame other
persons or products for failure (external
attribution).
Attributions Attributions Toward Toward OthersOthers
If the salespersons motives are viewed as
favorable to the consumer, the
response is also favorable.
Pay extra for prompt service - FedEx
Attributions Attributions Toward Toward ThingsThings
Things – product / Service
Judging product performance based on product, self, others,
situation, or some combination of these
factors
CRITERIA FOR CAUSAL CRITERIA FOR CAUSAL ATTRIBUTIONSATTRIBUTIONS
• Distinctiveness• Consistency Over Time• Consistency Over Modality• Consensus
AttitudeAttitude--
Toward-Toward-BehavioBehavior Modelr Model
A model that proposes that a
consumer’s attitude toward a specific behavior is a function of
how strongly he or she believes that
the action will lead to a specific
outcome (either favorable or unfavorable).
Theory Theory of of
ReasoneReasoned Action d Action (TORA)(TORA)
A comprehensive theory of the
interrelationship among
attitudes , intentions, and
behavior.
THEORY OF REASONED THEORY OF REASONED ACTIONACTION• Extends multiattribute model; tries to
compensate for the inability of the multiattribute model to predict behavior.
• Assumes that consumers consciously consider the consequences of alternative behaviors under consideration and choose the one that leads to the most desirable consequences.
• The outcomes of this reasoned choice process is an intention to engage in a selected behavior--behavioral intention.
BALANCE THEORYBALANCE THEORY• Consumers strive for consistency
between interconnected attitudes.
• Marketers can influence attitudes by creating imbalance within the target of persuasion--motivates consumer to change one or more of the interconnected attitudes to restore balance.
SOCIAL JUDGMENT SOCIAL JUDGMENT THEORYTHEORY
• Consumers use attitudes as a frame of reference to judge new information.
• If high involvement:• Narrow latitude of acceptance• Wide latitude of rejection• Assimilation effect• Contrast effect
• If low involvement:• Wide latitude of acceptance• Wide latitude of non-commitment
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