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Consumer Attitude Formation and Change
CHAPTEREIGHT
Attitude
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3
What Are Attitudes?
• The attitude “object”• Attitudes are a learned predisposition• Attitudes have consistency• Attitudes occur within a situation
Chapter Eight Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 4
Structural Models of Attitudes
• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model
Chapter Eight Slide
Cognition
A Simple Representation of the Tricomponent Attitude Model - Figure 8.3
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
The Tricomponent Model
• Cognitive• Affective• Conative
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
Components
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
The Tricomponent Model
• Cognitive• Affective• Conative
A consumer’s emotions or feelings about a particular product or brand
Components
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
The Tricomponent Model
• Cognitive• Affective• Conative
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
Components
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Issues in Attitude Formation
• How attitudes are learned– Conditioning and experience– Knowledge and beliefs
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Issues in Attitude Formation
• Sources of influence on attitude formation– Personal experience– Influence of family– Direct marketing and mass media
• Personality factors
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Strategies of Attitude Change
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
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Changing the Basic Motivational Function
Utilitarian Ego-defensive
Value-expressive Knowledge
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Discussion Questions
• What products that you purchase associate themselves with an Admired Group or Event?
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Attitude Change
• Altering Components of the Multiattribute Model– Changing relative evaluation of attributes– Changing brand beliefs– Adding an attribute– Changing the overall brand rating
• Changing Beliefs about Competitors’ Brands
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Behavior Can Precede or Follow Attitude Formation
Cognitive Dissonance Theory
• Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Attribution Theory
• A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.
15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Issues in Attribution Theory
• Self-Perception Theory• Attributions toward Others• Attributions toward Things• How We Test Our Attributions– Distinctiveness– Consistency over time– Consistency over modality– Consensus
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide
Chapter 8
Questions?
17
Case 8-2: It’s a Whirlpool from Germany
• Do you think American consumers would view the Whirlpool washing machine differently if they knew it was manufactured in Germany?
• How might a consumer use the attitude-toward-object model to evaluate specific brand/models of washing machines
18