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Consumer Bahaviour, Influence of Attitude on Buyer behaviour, Models of consumer attitude, Consumer attitude formation
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1
ATTITUDE IN
CONSUMER BEHAVIOR
Presented by: Abha Toshniwal
“ 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”
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.
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)
Relationships between consumer beliefs, feelings, attitudes and intentions
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.
Hierarchies of Beliefs, Attitudes, and Behaviors
Decision-Making Hierarchies
Experiential Hierarchy
Behavioral Influence Hierarchy
Decision making hierarchies High involvement:
beliefs attitudes behavior Low involvement:
beliefs behavior attitudes Experiential
Affect behavior beliefs Behavioral influence hierarchy
Behavior beliefs affect
ATTITUDE MODELS
Tri-Component Attitude Model - Cognitive component
- The affective component
- The conative component
A Simple Representation of the Tri-component Attitude Model
ConationConation
AffectAffect
Cognition
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.
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.
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.
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.
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
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
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
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
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
20
Extended Fishbein Model
Theory of Reasoned Action
(TORA)
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
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)
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
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
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
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
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
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
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
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
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.