aeb41-week4 kkjkjkjljkljkljkljkljkljkljkljkl

8/13/2019 aeb41-week4 kkjkjkjljkljkljkljkljkljkljkljkl

1/41

Consumer Behaviour and FoodMarketingAEB 41

1

Attitudes, beliefs &

behaviourWeek 431 January 2003


2/41


2

Predicting behaviour

Measurement of

Attitudes

Beliefs

Intentions

Objectives:

Predicting sales

Influencing consumers


3/41


4/41


4

Measuring attitudes

E.g. semantic differential scale

question

I find that eating at the Blue Room is:

Bad Good


5/41


5

Attitudes and beliefs

An attitude (to actions) can be seen

as a set of beliefs

Beliefs: mental and verbal ideas and

assessments we have and we make

about the world we inhabit; theywill be of varying strengths


6/41


6

Attitudes and beliefs

The walk to the Blue Room is nice

The food at the blue room is warm

The price is reasonably low

Eating at the Blue Room is good


7/41


7

Measuring beliefs,

evaluations and outcomes Contracting salmonella from eggs is:

I think that the consequences of

salmonella are:

Unlikely Likely

Mild Strong

-2 -1 0 1 2

-2 -1 0 1 2

(b)

(e)


8/41


8

Outcomes

Outcome = (b) * (e)

E.g.

Salmonella is likely but mild: -4

Salmonella is unlikely and mild: 4


9/41


9

The properties of attitudes

Valence (positive, negative, neutral)

Extremity (intensity)

Resistance (immunity to change)

Persistence (erosion through time)

ConfidenceI like a lot eating at McDonalds,

because it is fashionable


10/41


10

Multiattribute analysis and

the Expected-value model

A: attitude towards the product

bi: strength (likelihood) of the belief that

the product has attribute iei: evaluation of the attribute i

n: number of salient attributes

n

i

iiebA

1

Utility

measurement?


11/41


12/41


12

Salient beliefs

Salience: importance assigned to

an attribute

Problem: salient attributes differacross consumers, can we submit a

single questionnaire to many

consumer?


13/41


13

Eliciting salient beliefs

Define the action and target group

Elicit salient beliefs, asking Is there

anything else? Consider negative actions (beliefs for notacting)

Who should (not) do the action?

What are the control factors? Combine similar beliefs

Refine the list of beliefs


14/41


14

ExerciseAnswer to the following questions with a value between2 (least) to 2

(most), with 0 as the indifference/zero value

(b1) Do you think there are vitamins in orange marmalade?

(e1) What do you think is the effect of the vitamins in orange

marmalade?

(b2) What colour do you prefer in orange marmalade?

(e2) How important is the colour for you?

(b3) What is the orange cut you prefer in orange marmalade?

(e3) How important is the cut for you?

-2 -1 0 1 2

-2 -1 0 1 2

-2 -1 0 1 2

-2 -1 0 1 2

-2 -1 0 1 2

-2 -1 0 1 2

b1*e1

b2*e2

b3*e3

A


15/41


15

Now subtract the score related to

the product attribute which is least

relevant for you in choice What is your new score?

Salience


16/41


16

The Ideal-Point model

A: attitude towards the product

Wi: weight (importance) of attribute i

Ii: ideal performance on attribute i

Xi: belief about actual performance onattribute i

n: number of salient attributes

n

i

iii XIWA

1


17/41


17

Attitude and behaviour

Behaviourism (reinforcement paradigm)

Thought and feelings are effectsnot causes

of behaviourAttitude data allow to predictbehaviour, not

to explainit

Cognitivism (cognitive paradigm)

Attitudes and knowledge control behaviourExperience changes attitudes and knowledge

Communication may modify behaviour


18/41


18

Changing attitudes through

advertising1. Change beliefs

Correct misperception (e.g. price)

Comparative advertising2. Change attribute importance

Reduce the importance of poor attributes

Increase the importance of good ones.

3. Change ideal point

Change the target ideal good


19/41


19


20/41


21/41


21

Frequently purchased goods

Usage precede intention to buy

Intentions depend on past usage

Consumers tend to associate

positive attributes with a brand if

they are currently using it


22/41


22

Experience, information &

attitudes It is more likely that attitudes change after

trial (direct experience) rather than because ofadvertising (indirect experience)

Direct experience provides a stronger linkbetween attitude and behaviour

Attitudes learned by experience are moreaccessible(strong)

Speed of responseConfidence in the evaluative judgment

Attitude stability

Repetition strengths attitudes


23/41


23

Predicting behaviour

Attitudes could also be unrelatedor just

slightly related to actual behaviours

Other variables may interactPersonal (in)ability

Social constraints

Uncertainties about outcomes

Discrepancies when measures are taken

at different times (information changes)


24/41


24

Measuring attitudes

Three components model

Emotional response,statements of feelings

Feelings

Claimed beliefs

Cognition

Actions, report of actions

Behaviour

Attitudes

StimuliObservable

independent

variables

Inferred

variables

Observable

dependent

variables


25/41


25

Problems with the

3 components modelThe attitude concept includes

evidence of actual behaviour

Inferring attitudes from behaviourmight be wrong

Attitude towards the product

Attitude towards purchasingtheproduct (higher correlationwith

behaviour)


26/41


26

The compatibility principle

Attitudes to the purchaseof the

product must be measured if

purchase is the object of prediction Compatibility between measures of

attitude and behaviour


27/41


27

Examples of the

compatibility rule Attitudes towards (adapted from East):

Pizza

Mozzarella & tomato pizzaBuying takeaway M&T pizza

Buying takeaway M&T pizza from Pizza Hut

Buying takeaway M&T pizza from Pizza Hut

tonightYou buying takeaway M&T pizza from Pizza

Hut tonight

TargetAction

Timing

Context

Personal aspect


28/41


28

Purchase intentions and

market research Predicting new product sales

First purchase can be correctly predicted

through likelihood of purchase

Further purchases depend on the experience

associated with first purchase

Distinguishing between user and non-

users Works better for frequent purchases


29/41

Consumer Behaviour and FoodMarketingAEB 41 29

Theories for predicting

purchasing behaviour Fishbein (1963), Ajzen and Fishbein

(1980), Ajzen (1985, 1988,1991)

Expected value theory of attitude Compatibility

Other variables

Theory of reasoned action

Subjective normTheory of planned behaviour

Perceived behavioural control


30/41


Theory of Reasoned Action Economic rationality

Perfect knowledge

Selfishness

Optimality

Reasoned actionLimited knowledge of outcomes

Accessible outcomes kept into account

Normative influence of other people

Limited power to actually act like intended

Intentions rather than actions arepredicted


31/41


Theory of reasoned action

Outcome beliefs Referent beliefs

Attitude to

behaviour (AB)

Subjective norm

(SN)

Intention

Behaviour

W2W1

Structural equationmodelling


32/41


Sufficiency

All change in attitude and behaviourderive from new beliefs or modified

beliefs External factors act only indirectly

(through attitudes and subjectivenorms) on behaviour

Problem: past experience usually hasa direct effect on behaviour


33/41


34/41


Examples

Attitudes towards GM foods (Cook

et al.)

Gene technology in tomatoproduction (Saba and Vassallo)

Organic food consumption

(Shepherd and Raats)


35/41


Measurement

Seven-point semantic differential

scale

My eating of tomatoes produced by gene technologyin the future will be . .

Extremely

harmful

Extremely

beneficial


36/41


Measurement

Outcome beliefs (expected-value model) Referent beliefs (similar to the ev model)

Normative belief (My friends think that)

Motivation to comply (likelihood to comply)

Control beliefs Controlling factor (e.g. having the money) Access to the control factor (probability to have it)

Global variables AB: (two or more scales) For me

SN: Most people who are important to me think PBC: For me doing this is: (semantic scale) difficult -

easy


37/41


38/41


Explanation: Behaviour

(level 1) Intention

Perceived behavioural control

(weaker)


39/41


Explanation: Intention

(level 2) Relative weight of AB, SN and PC

Changes according to product /

situation


40/41


Explanation: Specific

factors (level 3) Specific outcome

Referent factors

Control factors

Global variables

Intention

E.g. Complaining about a product

Is it most related to AB, SN or PC?

Identifying a limited number of factors can help marketing

strategies


41/41

C B h i d F d 41

Limits

Difficult to select salient belief

Low correlation between sum and

global variables

aeb41-week4 kkjkjkjljkljkljkljkljkljkljkljkl

Documents

Transcript of aeb41-week4 kkjkjkjljkljkljkljkljkljkljkljkl