Copyright Atomic Dog Publishing, 2003 Chapter 9 Beliefs, Affect, Attitude, and Intention

Copyright Atomic Dog Publishing, 2003

Chapter 9

Beliefs, Affect, Attitude, and Intention


Chapter Spotlights

The three component theory of attitude Beliefs: cognitive component of consumer

attitude Affect: emotive component of consumer

attitude Intention: behavioral intention component

of consumer attitude Attitude-behavior consistency


The Three 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 Three 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.


Beliefs: Cognitive Component of Consumer Attitude A consumer belief is a psychological association

between a product, brand, outlet, action, etc. and an attribute or feature (and associated benefits) of such Beliefs are cognitive (based on knowledge, experience,

perception, etc.) The stronger the association of features or attributes

(and associated benefits) with the product, brand, outlet, action, etc., the stronger the consumer’s belief

Brand equity is a measure of the strength of the association in the marketplace


Strategies To Change Consumer Beliefs

Positioning by Product attributes Consumer benefits Intangible attributes Price Application

Brand user Celebrity recognition Brand personality Product category Association with

competitors Country or geographic

area


Affect: Emotive Component of Attitude Purchase decisions are typically influenced by affective

response Affect—the way in which we feel (e.g. like, dislike,

neutral) in response to marketplace stimuli It is emotive rather than cognitive (beliefs) It is comprised of both our knowledge of stimuli and our

evaluations of them Affective responses can be very general or very specific “Measures” of the affective component of attitude: the “Functional

Theory of Attitude,” the “Fishbein Model,” and the “Belief-importance Model”


Functional Theory of Attitude Affective responses help consumers reach

purchase decisions in four ways: Adjustment: developing affective responses that lead to

perceived rewards and avoid perceived punishments Ego defense: means through which people try to realize

personal goals and images Value expression: displaying consumers’ own values to

the external world Application of prior knowledge: may lead to both

positive and negative effects on affective response


The Fishbein Model

Affective responses to a brand consist of: The strength or weakness of a consumer’s

beliefs about the brand and its attributes The consumer’s evaluation of or feelings

toward those attributes


The Fishbein Model

m

iiiEBA

1

where,

A = Attitude towards a brandBi = Belief that the brand possesses attribute iEi = Evaluation or desirability of attribute iI = attribute 1, 2, … m


An Application of the Fishbein Model

Research Question: What is the listeners’ attitude towards WXYZ radio station?

Measurement scales:

Beliefs about specific attributes:

For example: Do you believe that radio station WXYZ playslots of music?

Yes +3 +2 +1 0 -1 -2 -3 No

Evaluation weights for each attribute:

For example: How appealing is it to you when a radio station plays lots of music?

Very appealing +3 +2 +1 0 -1 -2 -3 Not appealing


An Application of the Fishbein Model

ATTRIBUTE Bi Ei Bi x Ei

Plays lots of music +3 +3 +9

Plays lots of commercials +3 -3 -9

Gives news updates +1 +1 +1

Has interesting DJs +2 +3 +6

SUM +7


The Fishbein Model—Changing Affective Responses

Change Bi

Change Ei

Add a new Bi/Ei combination


Belief-Importance Model

The Fishbein model looks at brands in isolation

The B-I model allows the comparison of affective responses toward competing brands

Evoked set of brands—a list of brands we consider prior to making a decision


The Belief-Importance Model

m

iiioo IBA

1

where,

Ao = Attitude toward brand (o)Bio = Belief that brand (o) does well or poorly when

its attribute (i) is compared with those of competitorsIi = Importance of attribute (i) in selecting the brandi = attribute 1, 2, … m


Intention: Behavior Component of Consumer Attitude

Affect is not closely linked to actual purchase

Behavioral intention—attitude toward brand purchase (an action) A better predictor of behavior than either

beliefs or affective responses Behavioral intention models:

Theory of Reasoned Action Theory of Trying


Theory of Reasoned Action

Behavior is a direct result of intention Two factors involved in behavioral

intention: Attitude toward an act Subjective norm


Attitude toward the Act

m

iiiact EBA

1where,

Aact = Attitude toward the act of purchasing a particular brandBi = Belief that performance of a certain behavior—brand

purchase—will lead to an anticipated outcomeEi = Evaluation of an anticipated outcome, either a positive

benefit or the avoidance of a negative consequencei = anticipated outcome 1, 2, … m


Subjective Norm SN refers to the perception of what other people

think we should do with respect to a certain behavior, such as brand purchase, and what the response to this pressure will be

SN consists of Normative beliefs: the perceived expectations that

significant others think the consumer should or should not behave in a certain way (buy the brand)

Motivation to comply: the extent to which the consumer considers the possible opinions of significant others when forming an intent to purchase


Attitude toward the Act

where,

SN = Subjective norm—the motivation toward an act asdetermined by the influence of significant others

NBj = Normative beliefs—belief that significant others (j) expect the consumer to engage in an actionMCj = Motivation to comply—the extent to which the

consumer is motivated to realize the expectations ofsignificant others (j)

j = significant other 1, 2, … n

n

jjjMCNBSN

1


Combining Act and Subjective Norm

]2)(1)()[( wSNwAfBIfB act

where,

B = Overt behavior, i.e., brand purchaseBI= Behavioral intention or purchase intentionAact = Attitude toward purchase of brandSN = Subjective norm

W1 and w2 = empirically determined evaluation weights


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

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


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

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Copyright Atomic Dog Publishing, 2003 Chapter 9 Beliefs, Affect, Attitude, and Intention