Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das
Copyright 2006 Pearson
Education Canada Inc. Opening Vignette The impact of SARS on tourism - real risk was low, but perceived risk was high - led to negative attitude towards Canada, especially Toronto Attitude change through - value-expressive appeals - use of celebrities
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Attitudes
A learned predisposition to behave in a
consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchase Mercedes seen as top of class but intention to purchase was low
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Characteristics of Attitudes
Attitudes have an object
Attitudes are learned Can unlearn Attitudes have behavioural, evaluative and affective components Predisposition to act Overall evaluation Positive or negative feelings continued Copyright 2006 Pearson Education Canada Inc. 7-4 Characteristics of Attitudes
Attitudes have consistency
Attitudes have direction, degree, strength and centrality Positive or negative Extent of positive or negative feelings Strength of feelings Closeness to core cultural values Attitudes occur within a situation Copyright 2006 Pearson Education Canada Inc. 7-5 Four Basic Functions of Attitudes The Utilitarian Function How well it performs The Ego-defensive Function To protect ones self-concept The Value-expressive Function To convey ones values and lifestyles The Knowledge Function A way to gain knowledge Copyright 2006 Pearson Education Canada Inc. 7-6 How are attitudes learned? Classical conditioning - through past associations Operant conditioning - through trial and reinforcement Cognitive learning through information processing Cognitive dissonance theory Attribution theory
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Attitude Models
Structural Models of Attitudes
Tri-component Attitude Model Multi-attribute Attitude Model Both assume a rational model of human behaviour Other models of attitude formation Cognitive dissonance model Attribution theory
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The Tri-component Model Cognitive Component knowledge and perceptions acquired through direct experience and information from various sources. Affective component Emotions and feelings about the object Conative or Behavioural Component Action tendencies toward the object
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Conation
Affect Cognition
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Multi-attribute Attitude Models
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or beliefs. Examples Attitude-toward-object Model Attitude-toward-behaviour Model Theory-of-Reasoned-Action Model
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Attitude-toward-object model Attitude is function of evaluation of product-specific beliefs and evaluations n Ao= WiXib i=1 Where: Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of attribute I continued Copyright 2006 Pearson Education Canada Inc. 7-12 Theory of Reasoned Action
A comprehensive theory of the interrelationship
among attitudes, intentions, and behaviour
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Copyright 2006 Pearson Education Canada Inc. 7-14 Attitude-Toward-Behaviour Model A consumers attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
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Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs
when a consumer holds conflicting thoughts about a belief or an attitude object. Post-purchase Dissonance Cognitive dissonance that occurs after a consumer has made a purchase commitment
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Why Might Behaviour Precede Attitude Formation? Cognitive Dissonance Behave (Purchase) Theory Attribution Theory Form Attitude Form Attitude
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Attribution Theory Examines how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behaviour. Examples Self-perception Theory Attribution toward others
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Self-Perception Theory
Attitudes developed by reflecting on
their own behaviour Judgments about own behaviour Internal and external attributions
Continued
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Self-Perception Theory
Consumers are likely to accept credit for
successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution). Foot-In-The-Door Technique
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How We Test Our Attributions
Distinctiveness Consistency over time Consistency over modality Consensus
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Attitudes and Marketing Strategy
Appeal to motivational functions of
attitudes Associate product with a special group, cause or event Resolve conflicts among attitudes Influence consumer attributions Continued
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Attitudes and Marketing Strategy
Alter components of the attitude
Change relative evaluation of attributes Change brand beliefs Add an attribute Change overall brand evaluation Change beliefs about competitors brands Continued
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Attitudes and Marketing Strategy
Change affect first through classical
conditioning Change behaviour first through operant conditioning