31
1 ATTITUDE IN CONSUMER BEHAVIOR Presented by : Abha Toshniwal

Consumer Attitude

  • Upload
    abha

  • View
    26

  • Download
    3

Embed Size (px)

DESCRIPTION

Consumer Bahaviour, Influence of Attitude on Buyer behaviour, Models of consumer attitude, Consumer attitude formation

Citation preview

Page 1: Consumer Attitude

1

ATTITUDE IN

CONSUMER BEHAVIOR

Presented by: Abha Toshniwal

Page 2: Consumer Attitude

“ IT IS YOUR ABILITY TO TAKE YOU TO THE TOP BUT IT IS YOUR ATTITUDE TO KEEP

YOU THERE”

“ABILITY IS WHAT YOU ARE CAPABLE OF DOING, MOTIVATION DETERMINES WHAT YOU DO,

ATTITUDE DETERMINES HOW

WELL YOU DO”

Page 3: Consumer Attitude

DEFINING ATTITUDES

A predisposition to evaluate an object or product positively or negatively.

Is lasting because it tends to endure over time.

Is general because it applies to more than a momentary event.

Has three components - beliefs, affect, and behavioural intentions.

Page 4: Consumer Attitude

AttitudesGlobal evaluative judgments

IntentionsSubjective judgments by people about how they will behave in the future

BeliefsSubjective judgments about the relationship between two or more things

FeelingsAn affective state (e.g. current mood state) or reaction (e.g. emotions experienced during product consumption)

Page 5: Consumer Attitude

Relationships between consumer beliefs, feelings, attitudes and intentions

Page 6: Consumer Attitude

FUNCTIONAL THEORY OF ATTITUDES

Utilitarian function - related to the basic principles of reward and punishment.

Value expressive function - attitudes that express the consumers’ central values or self concept.

Ego defensive function - formed to protect consumers from external threats or internal feelings.

Knowledge function - attitudes formed as the result of a need for order, structure, or meaning.

Page 7: Consumer Attitude

Hierarchies of Beliefs, Attitudes, and Behaviors

Decision-Making Hierarchies

Experiential Hierarchy

Behavioral Influence Hierarchy

Page 8: Consumer Attitude

Decision making hierarchies High involvement:

beliefs attitudes behavior Low involvement:

beliefs behavior attitudes Experiential

Affect behavior beliefs Behavioral influence hierarchy

Behavior beliefs affect

Page 9: Consumer Attitude

ATTITUDE MODELS

Tri-Component Attitude Model - Cognitive component

- The affective component

- The conative component

Page 10: Consumer Attitude

A Simple Representation of the Tri-component Attitude Model

ConationConation

AffectAffect

Cognition

Page 11: Consumer Attitude

The Tri-Component Theory of Attitude

Cognitive component: consumer belief(s) about a brand, outlet, product, action, etc., that is based on personal knowledge, actual experience, the knowledge or experience of others, or perception.

Affective component: consumer feelings (e.g. likes, dislikes, or neutrality) about a brand, outlet, product, action, etc. flowing from beliefs.

Page 12: Consumer Attitude

The Tri-Component Theory of Attitude

Intention component (“behavior” or “behavioral intention”): consumer’s intention to act positively, negatively, or neutrally toward a brand, outlet, product, action, etc. that is based on his or her affective component stance.

This three component theory seems to be more clearly tied to high-involvement brand, outlet, product, action, etc. situations than low-involvement.

Page 13: Consumer Attitude

MULTI-ATTRIBUTE ATTITUDE MODEL

These are needed as a simple response does not always provide all the information we need to know about why a consumer has certain feelings towards a product or about what marketers can do to change consumers’ attitudes.

Page 14: Consumer Attitude

Elements of multi-attribute models

Attributes - characteristics that consumers consider when evaluating the attitude object.

Beliefs - cognitions about the specific attitude object.

Importance weights - these reflect the relative priority of an attribute to the consumer.

Page 15: Consumer Attitude

Attitude-Toward-The-Object Model

Identifies three major factors that are predictive of attitudes:

Salient Beliefs

Strength of the Belief

Evaluation

n

i

iio ebA1

Page 16: Consumer Attitude

Attitude Toward-the-Object Model

where,

Attitude o = Attitude toward the act of purchasing a particular object

bi =The strength of person’s belief that the object contains attribute ‘i’

ei =Person’s evaluation or intensity of feeling toward attribute ‘i’ (importance of attribute)

n = The number of relevant belief of person about object

Page 17: Consumer Attitude

AP = Σ)n

i =1

Ao = Attitude toward the object

bi = The strength of person’s belief that the object contains attribute ‘i’

Ii = ideal point of performance on attribute i

ei = Person’s evaluation of feeling toward attribute i (importance of attribute)

n = The number of relevant belief of person about object

The Ideal-Point Multi-attribute Attitude Model

Ao = Σ bi Ii - eii =1

n

Page 18: Consumer Attitude

18

Multi-Attribute ModelThe Fishbein’s Attitude toward Behavior Model

Where:

AB= the individual’s overall attitude towards performing the specified behavior

bi = the person’s belief that performing the behavior results in consequence 1

ei = Person’s evaluation of consequence 1

n = The number of relevant behavioral belief

n

i

iiebAB1

Page 19: Consumer Attitude

The Fishbein’s Attitude toward Behavior Model

Focuses on an individual attitude toward his/her engaging in purchase behaviour or acting with respect to an object rather than only the attitude toward the object itself.

In other words focuses on the perceived consequences of a purchase

Page 20: Consumer Attitude

20

Extended Fishbein Model

Theory of Reasoned Action

(TORA)

Page 21: Consumer Attitude

21

The Theory of Reasoned Action

Intentions Versus Behavior Social Pressure:

Subjective Norm (SN) Normative Belief (NB): Belief that others believe an action

should or should not be taken Motivation to Comply (MC): Degree to which consumers take

into account anticipated reactions

Behavioral Intention (BI): Proposed behavior linking self & an action in future

Behavior (B): A particular action aimed at some target object

Page 22: Consumer Attitude

22

A Simplified Version of the Theory of Reasoned Action (TORA) Model: Intention and Behavior

Beliefs that the behavior

leads to certain

outcomes(bi)

Beliefs that the behavior

leads to certain

outcomes(bi)

Evaluation of the

consequences of important

others(ei)

Evaluation of the

consequences of important

others(ei)

Beliefs about perceptions of

important others(NBj)

Beliefs about perceptions of

important others(NBj)

Motivation to comply or please with

the important

others(MCj)

Motivation to comply or please with

the important

others(MCj)

Subjective norms about considered behavior

(SN)

Subjective norms about considered behavior

(SN)

Attitude toward the considered

behavior(AB)

Attitude toward the considered

behavior(AB) Behavioral

Intention(BI)

BehavioralIntention

(BI)

Behavior(B)

Behavior(B)

Page 23: Consumer Attitude

Theory of Reasoned Action can be put as follows:

B~BI = AB (w1) + SN (w2)

Where:

B= A specified behaviour

BI= Individual’s intention to engage in specified behaviour

AB= Individuals attitude toward engaging in that behaviour

SN= subjective norms about whether important others want the individual to engage in that behaviour

W1,w2= weights denoting the relative influence of AB & SN on behavioural intention.

The Theory of Reasoned Action (TORA) Model

Page 24: Consumer Attitude

Stimulus Importance-Performance Grid (Alvin C. Burns)

HIGH

LOW

POOR

GOOD

POOR

GOOD

Neglected Opportunity

Competitive Disadvantage

Competitive Advantage

Head-to-head competition

Null Opportunity

False Alarm

False Advantage

False Competition

Poor

Good

Poor

Good

Poor

Good

Poor

Good

Attribute Our Competitor’s Simultaneous Importance Performance Performance Result

Page 25: Consumer Attitude

Applying the Theory of Reasoned Action to Change Intentions It helps to identify those attributes most

important in causing consumers to form positive (or negative) attitudes toward the purchase of a product Changing attitude toward purchase

It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation Changing subjective norms

Page 26: Consumer Attitude

Theory of Trying Model

The “theory of reasoned action” cannot be used to predict behavior in situations in which consumption takes place over an extended period of time

The “theory of trying” explores consumption behavior rather than buying behavior

Page 27: Consumer Attitude

Theory of Trying—Application

Intention to try Frequency of trying Social norms toward trying Attitude toward trying

Attitude toward success together with the expectations of success

Attitude toward failure together with expectation of failure Attitude toward the process

Attitude toward consumption: Beliefs about consequences Evaluation of consequences

Frequency of past trying Recency of past trying

Page 28: Consumer Attitude

Applying the Theory of Trying to Change Consumption Behavior Understanding consumption behavior is necessary in

order to establish long-term relationships with customers

Marketers must encourage, support, and reward the consumption act

It helps marketers understand: How people consume products and services Why they consume them or not What will make them consume products in the future If they will consume product in the future What they need to stimulate long-term consumption

Page 29: Consumer Attitude

Theory of Trying Model

29

Attitude towards success (AB)

Expectation of success (ES)

Attitude towards Failure (Af)

Expectation of Failure (Ef)

Attitude towards Process

Frequency of Past Trying

Attitude towards Trying

Attitude towards Trying

Social Norms towards Trying

Intention to Try

Intention to Try

Trying

Recency of Past Trying

Recency of Past Trying

n

i

iieb1

n

j

jjEB1

o

k

lkEB1

Page 30: Consumer Attitude

Attitude-Behavior Consistency

It refers to the extent to which attitude leads to purchase

It is influenced by Consumer factors: access to resources, past

experiences with a brand, orientation (action- or state-oriented consumers)

Situational factors: time passed, message repetition, social influence

Measurement factors: specificity, time of measurement

Page 31: Consumer Attitude

Some Managerial Implications

Positioning/differentiation: position brands based upon key attributes.

Environmental analysis: assess and manipulate environment to implement behavioral influence approach.

Market research: employ to identify salient attributes and key benefits, measure attitudes, and predict behavioral intentions

Marketing mix: identify benefits sought by consumers and develop products to provide them. Develop promotions to communicate to consumers key attributes, to influence beliefs, attitudes, and behaviors.

Segmentation: Employ benefit segmentation by identifying target markets desiring specific product benefits.