Consumer Attitude

Formation and Change Formation and Change

8-1
A learned
predisposition to
behave in a
Attitudes
consistently
favorable or
unfavorable manner
with respect to a
given object.
8-2
What are Attitudes?
The attitude object
Attitudes are a learned predisposition udes e e ed p ed spos o
Attitudes have consistency
Attitudes occur within a situation Attitudes occur within a situation
8-3
Figure 8.1
Wendys
Offers Salads Offers Salads
To
Diff ti t Differentiate
Itself
8-4
Structural Models of Attitudes
Tricomponent Attitude Model
Muliattribute Attitude Model u bu e ude ode
The Trying-to-Consume Model
Attitude-toward-the-Ad Model Attitude-toward-the-Ad Model
8-5
Figure 8 2 A Simple Representation of Figure 8.2 A Simple Representation of
the Tricomponent Attitude Model
Conation Conation
Affect Affect
C iti Cognition
8-6
The Tricomponent Model
Cogniti e Component Cognitive Component
The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude p
object and related information from various sources.
Affective Component
A consumers emotions or feelings about a particular
product or brand.
Conative Component Conative Component
The likelihood or tendency that an individual will
undertake a specific action or behave in a particular
8-7
way with regard to the attitude object.
Attitude models that
Multiattribute Multiattribute
Attitude models that
examine the
composition of Multiattribute Multiattribute
Attitude Attitude
Models Models
composition of
consumer attitudes
in terms of selected Models Models in terms of selected
product attributes or
beliefs beliefs.
8-8
Multiattribute Attitude Models
The attit de to ard object model The attitude-toward-object model
Attitude is function of evaluation of product-
specific beliefs and evaluations specific beliefs and evaluations
The attitude-toward-behavior model
Is the attitude toward behaving or acting with Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
8-9
Amodel that proposes A model that proposes
that a consumers
attitude toward a
Attitude-
attitude toward a
specific behavior is a
function of how
Toward-
Behavior
function of how
strongly he or she
believes that the action
Model
believes that the action
will lead to a specific
outcome (either outcome (either
favorable or
unfavorable)
8-10
unfavorable).
Theory of
A comprehensive theory
of the interrelationship Theory of
Reasoned
Action
of the interrelationship
among
attitudes intentions and Action attitudes,intentions, and
behavior.
8-11
Figure 8 4 A Simplified Version of the Figure 8.4 A Simplified Version of the
Theory of Reasoned Action
Beliefs that
the behavior
leads to
Evaluation
of the
Beliefs that
specific
referents
think I
Motivation
to comply
with the leads to
certain
outcomes
of the
outcomes
should or
should not
perform the
behavior
with the
specific
referents
behavior
Subjective
norm
Attitude toward
the behavior
Intention
8-12
Behavior
An attitude theory
designed to account
Theory of
designed to account
for the many cases
where the action or Theory of
Trying to
Consume
where the action or
outcome is not certain
but instead reflects Consume but instead reflects
the consumers
attempt to consume attempt to consume
(or purchase).
8-13
Table 8.6 Selected Examples of Potential Table 8.6 Selected Examples of Potential
Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS POTENTIAL PERSONAL IMPEDIMENTS
I wonder whether my fingernails will be longer by the time of my wedding.
I want to try to lose fifteen pounds by next summer.
Im going to try to get tickets for a Broadway show for your birthday.
Im going to attempt to give up smoking by my birthday I m going to attempt to give up smoking by my birthday.
I am going to increase how often I go to the gym from two to four times a
week.
Tonight, Im not going to have dessert at the restaurant.
POTENTIAL ENVIRONMENTAL IMPEDIMENTS POTENTIAL ENVIRONMENTAL IMPEDIMENTS
The first ten people to call in will receive a free T-shirt.
Sorry, the shoes didnt come in this shipment from Italy.
There are only three bottles of champagne in our stockroom You better There are only three bottles of champagne in our stockroom. You better
come in sometime today.
I am sorry. We cannot serve you. We are closing the restaurant because of a
problem with the oven.
8-14
A model that proposes that
a consumer forms various
Attitude Attitude- -
feelings (affects) and
judgments (cognitions) as
Toward Toward--
the the- -Ad Ad
the result of exposure to
an advertisement, which,
Model Model in turn, affect the
consumers attitude
toward the ad and attitude
toward the brand.
8-15
Figure 8 6 A Conception of the Figure 8.6 A Conception of the
Relationship among Elements in an
Attitude-Toward-the-Ad Model Attitude Toward the Ad Model
Exposure to an Ad p
Judgments about
the Ad (Cognition)
Feelings from the
Ad (Affect) ( g )
Beliefs about the Attitude toward
( )
Beliefs about the
Brand
Attitude toward
Attitude toward
the Ad
8-16
the Brand
Issues in Attitude Formation
How attitudes are learned
Sources of influence on attitude formation Sou ces o ue ce o ude o o
Personality factors
8-17
Figure 8.8
Encouraging
Trial Trial
8-18
Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product With an Admired ssoc g e oduc W d ed
Group or Event
Resolving Two Conflicting Attitudes g g
Altering Components of the Multiattribute
Model
Changing Beliefs About Competitors
Brands
8-19
Four Basic Attitude Four Basic Attitude
Functions
The Utilitarian Function
Th E d f i The Ego-defensive
Function
Th V l i The Value-expressive
Function
Th K l d F i The Knowledge Function
8-20
Figure 8.9
Cl U A Clorox Uses A
Utilitarian
Appeal
8-21
Figure 8.11
AC Delco Uses
a Value-
Expressive Expressive
Appeal
8-22
Figure 8.12
A Knowledge A Knowledge
Appeal
8-23
A theory that suggests
Elaboration Elaboration
that a persons level of
involvement during
Likelihood Likelihood
Model Model
message processing is
a critical factor in
(ELM) (ELM) determining which
route to persuasion is
likely to be effective.
8-24
Why Might Behavior Precede Why Might Behavior Precede
Attitude Formation?
Cognitive Dissonance
Th
Behave (Purchase) Behave (Purchase)
Theory
Attribution Theory
Form Attitude Form Attitude Form Attitude
8-25
Cognitive
Holds that discomfort or
dissonance occurs when
Cognitive
Dissonance
Theory
a consumer holds
conflicting thoughts
Theory
about a belief or an
attitude object.
8-26
Figure 8 17 Figure 8.17
Reducing
Cognitive
Dissonance Dissonance
8-27
Cognitive dissonance Cognitive dissonance
that occurs after a
consumer has made a consumer has made a
purchase
commitment
Postpurchase
Dissonance
commitment.
Consumers resolve
this dissonance this dissonance
through a variety of
strategies designed to strategies designed to
confirm the wisdom
of their choice
8-28
of their choice.
A theory concerned
with how people assign
casualty to events and
Attribution Attribution
Theory Theory
form or alter their
attitudes as an outcome
of assessing their own
or other peoples
behavior.
8-29
Issues in Attribution Theory
Self-perception Theory
Foot-In-The-Door Technique q
Attributions Toward Others
Attributions Toward Things Attributions Toward Things
How We Test Our Attributions
8-30
Self Self--
A theory that suggests
that consumers Self Self--
Perception Perception
Theory Theory
that consumers
develop attitudes by
reflecting on their own Theory Theory reflecting on their own
behavior.
8-31
A theory that suggests
consumers are likely consumers are likely
to accept credit for
successful outcomes
Defensive Defensive
Attribution Attribution
successful outcomes
(internal attribution)
and to blame other and to blame other
persons or products for
failure (external failure (external
attribution).
8-32
Criteria for Causal Criteria for Causal
Attributions
Distinctiveness
Consistency Over Time Co s s e cy Ove e
Consistency Over Modality
Consensus Consensus
8-33