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2014CONSUMER BEHAVIOUR - PGDM 2014

PROF.MOHAN.B.RAO

For Restricted Circulation only.

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INFLUENCES ON CONSUMER

BEHAVIOUR contd

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Psychology- Attitude

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ATTITUDE- Gordon Allport.

A stable, long lasting, learned predisposition torespond to certain things in a certain way.

Stable implies that an attitude once formed

will keep that form and remain identifiably the same

over time.Long lasting means stability over a period of

years.

Learned is the basis of all human behavior.

Predisposition to respond is a way ofdescribing link to consumer behavior.

In a certain way emphasizes the consistency of

an attitude over time.

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ATTITUDE contd..

Attitudes are normally thought as a complex combinationof Beliefs, Valuesand Opinions.

Belief: -a) A lasting organization of perceptions

& cognitions about some aspect of individuals world.

b) It could be a hypothesis or ones judgment.c) Expressed in sentences with word is .

Value: a) Concept of the desirable, an internalized

( of an individual) criterion or standard of evaluation.

Opinion:a)Judgment based on grounds short of proof.b) provisional conviction.

c) view held as probable.

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TRICOMPONENT ATTITUDE MODEL

CHARACTERISTICS AND COMPONENTS:

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ATITUDE

BELIEF

FEELING

INTENTION

Cognitive component

Affective component

Conative component

IMPORTANT INFERENCES:

Components are consistent.

Attitudes and action interdependent.

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TRICOMPONENT ATTITUDE MODEL

- HIERARCHY OF EFFECTS

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TYPE OFHIERARCHY

SEQUENCE NATURE OF INFOPROCESSING

High- involvement Beliefs

Evaluation

Behaviour

Active, purchasespecific

processing

Low- involvement Beliefs

Behaviour

Evaluation

Passive, purchasespecific

processing

Experiential Evaluation

BehaviourBeliefs

Active, on going processing

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Attitude-component consistency

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ATTITUDE contd..

Characteristics:1.It can be held about an object, person, issue or

activity.

2.Attitudes are learned, dynamic and can change.

3.It is an assessment based on continuousevaluation.

4..Attitudes have consistency.

5.Attitudes occur within a situation.

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ATTITUDE contd..

Factors that affect attitude and resultant behavior:1. Unforeseen circumstances.

2. Time gap.

3. Extent of stability.

4. Situational factors.5. Strength of attitudes.

6. Accuracy of attitude

7. Conflict of attitudes.

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ATTITUDE contd..

Sources of Attitude:1. Family.

2. Reference groups.

3. Peers.

4. Direct Experience.5. Mass media.

6. Direct marketing.

7. Personality factors.

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Why do we have attitudes?

Value-expressive function- We can use attitudes to express

who we are.

Ego-defensive function- Attitudes may protect us from

feelings that we would rather not experience. (E.g. I have afear of loneliness, so my attitude towards parties is positive.)

Utilitarian function- We learn that some products give us

pleasure and others give us pain. Results in positive and

negative attitudes.

Knowledge function- We may form an attitude because it

provides order or an explanation for the world.

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CONSUMER BEHAVIOUR - PGDM 2014PROF.MOHAN.B.RAO


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The Knowledge

Function

A Factual Appeal

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The Knowledge

Function

A Factual Appeal

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The Knowledge

Function

A Quality Appeal

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The Knowledge

Function

Mystery Ads

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The Knowledge

Function

Mystery Ads

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The Knowledge

Function

Mystery Ads

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The Knowledge

Function

Mystery Ads

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The Knowledge

Function

Disrupt-then-

reframe Ads

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The Value-Expression Function

Arousal Conditions: Change Conditions:- Salience of cues assoc. - Self-presentational appeals

with values - Value-oriented appeals

- Self-awareness

Approach: Avoidance: Relevant Theories:

Indirect + assoc. Indirect - assoc. Impression Management Theory

Approach Persuasion: Avoidance Persuasion:

Image Appeals Unattractive Users of Competing BrandsCelebrity Endorsers

Attractive Endorsers

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The Value-Expressive

Function

Image Appeals

Th V l E i

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Function

Attractive Endorsers

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Function

Celebrity Endorser

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The Ego-Defense Function

Arousal Conditions: Change Conditions:

- Threats - Self-insight

- Repressed Impulses - Catharsis

- Frustrations - Authority

Approach: Avoidance: Relevant Theories:

Increase perceived Decrease perceived Terror Management Theory

likelihood of likelihood of

desired events desired events

Approach Persuasion: Avoidance Persuasion:Authority Figures Fear Appeals

Expert Endorsers

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The Ego-Defensive

Function

Expert Endorser

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The Ego-Defensive

Function

Fear Appeal
http://images.google.com/imgres?imgurl=http://www.comminit.com/images3/jpres/fear6.gif&imgrefurl=http://www.comminit.com/strategicthinking/st2001/thinking-465.html&h=489&w=366&sz=106&hl=en&start=1&sig2=1PfwHCLaSuVIVXdU1dDY2w&tbnid=yX2eQt1raVPgBM:&tbnh=130&tbnw=97&ei=-HT_RrvzIKCaggOrrbzkDQ&prev=/images?q=fear+appeal&gbv=2&ndsp=20&svnum=10&hl=en&sa=N

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Do attitudes exist?

Researchers use attitudes to explain patterns ofbehavior that would otherwise be very difficult toexplain.

Recent research has shown that attitudinal

responses can be influenced by a variety ofcontextual factors:

These results have led researchers to conclude thatwe dont need attitudes, we should focus onunderstanding responses.

Despite the controversy, attitude measurementtechniques can still provide predictive power.

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Attitude Formation

All theories have some representation of the consistencybetween the attitudes we hold and how we behave.

Cognitive Dissonance

People try to reduce the dissonance between their

behaviors and their actions. E.g. I feel that drinking anddriving is wrong, but I drive after drinking.

Dissonance accounts for increased attitudes towards

the product after buying it. People actively search for

ways to reduce dissonance, making the product lookbetter.

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Attitude Formation

Self-perception Theory Assumes that people try to learn their attitudes by

observing their own behavior. E.g. I bought an entirebox of chocolates, so I must really like them. Alsoaccounts for post-purchase increase in attitudes.

Social Judgment Theory

Assumes that preexisting attitudes act as a frame ofreference, and that new information is compared to thisframe before being classified. Messages falling within

the latitude of acceptanceare thought to be moreconsistent (assimilation) while messages outside arethought to be less consistent (contrast).

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Theory of Reasoned Action

Beliefs that

the behavior

leads to

certain

outcomes

Evaluation of

the outcomes

Beliefs that

specific

referents

think I should

or should not

perform the

behavior

Motivation to

comply with

the specific

referents

Subjective

norm

Attitude toward

the behavior

Intention

Behavior

ATTITUDE td

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ATTITUDE contd.

MULTI ATTRIBUTE ATTITUDE MODELS:

i. Attitude toward object model.

The consumer attitude towards a product is a function of the

presence and evaluation of certain product-specific beliefslike

ease of use; brightness; accuracy;

ii. Attitude toward behavior model.

It is the individuals attitude toward behaving or acting with

respect to the object. This is closer to actual behavior than (i)

above.

iii.. Attitude toward the ad model.

It is an effort to understand the impact of advertising etc. on

consumer attitudes

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Attitude-Toward-the-Ad Model

Exposure to an Ad

Judgments about

the Ad (Cognition)

Beliefs about theBrand

Attitude toward

the Brand

Attitude towardthe Ad

Feelings from the

Ad (Affect)

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How to Change Attitudes of Customers

a) Utilitarian function.

Developing a brand attitude because of its utility.

b) Ego defensive function.

Protect self image and a reassurance about self

image from inner feelings or doubts..c) Value- expressive function.

Based on value, style, and outlook

d) Knowledge function.

Prefer to know and understand the people and thingsetc with whom they come in contact.

e) Combo of above functions.

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How to Change Attitudes of Customers (contd)

f) Associating product with event, special group,

cause.

g) Changing the relative evaluation of attributes.

h) Adding on attributes.

i) Change beliefs about competition

j) Change overall brand rating.

June 2002 1

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Strategies of Attitude Change

Associating the Product With a Special Group,

Event,or Cause

Changing the Basic Motivational Function.

Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute Model

Changing Beliefs About Competitors Brands

The Elaboration Likelihood Model (ELM)

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The Elaboration Likelihood Model (ELM)

Involvement

CentralPersuasion

Route

PeripheralPersuasion

Route

Peripheral

Cues Influence

Attitudes

MessageArguments

Influence

Attitudes

HIGH LOW

The elaboration likelihood model of pers asion

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The elaboration likelihood model of persuasion

Exposure to advertising

Motivation to elaborate

(depends on involvement,

need for cognition, etc.)

Ability to elaborate

(depends on knowledge,

comprehensibility, distraction, etc.)

Central route

(effortful processing of information central

to the true merits of an attitudinal position)

Peripheral Route

(minimal processing and

simple inferencing)

Low motivation

Low ability

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Determinants of the route to persuasion and attitude strength

Motivation

High Low

High Central Route(strong attitudes)

Peripheral Route(weak attitudes)

Low Peripheral Route(weak attitudes) Peripheral Route(weak attitudes)Ability

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Affective and Motivational

Approaches to Persuasion

Affective approaches

Classical conditioning

The mere exposure effect

Zillmanns theory of emotion

Mandlers theory of emotion

Motivational approaches

Balance theory

Cognitive dissonance theory

Impression management theory

Attitude functions

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Classical conditioning in advertising

Positive Stimulus

(music, scenery,

people, animals)

Advertised Brand

(paired with

positive uncondition-

ed response)

Positive

Affect

PositiveAffect

(toward brand)

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Moderators of the Dissonance Effect

Attitude-Inconsistent Behavior

Perceived Aversive Consequences

Perceived Responsibility

Dissonance Arousal

Dissonance Effect

No perceived aversive

consequences and no

dissonance effect

No perceived

responsibility and no

dissonance effect

Misattribution of arousal

and no dissonance effect

Documents

CB - Attitude 2014