Chapter 8 Consumer Behavior

Consumer Attitude Formation and Change

CHAPTEREIGHT

Learning Objectives

1. To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics.

2. To Understand the Composition and Scope of Selected Models of Attitudes.

3. To Understand How Experience Leads to the Initial Formation of Consumption-Related Attitudes.

4. To Understand the Various Ways in Which Consumers’ Attitudes Are Changed.

5. To Understand How Consumers’ Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Eight Slide

What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes

Similar or Different?

3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

You May Have Liked the Product but Disliked the Ad or Vice Versa


Attitude

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.


https://www.infosurv.com/consumer-attitude-survey.htm

What Are Attitudes?

• The attitude “object”• Attitudes are a learned predisposition.

Predisposition means you have something in your mind; a thought

• Attitudes have consistency• Attitudes occur within a situation


Four functions of attitude

• Utilitarian-attitude object serves some utility eg.I like Imran khan since I believe he will reduce taxes

• 2)Value Expressive- the attitude object expresses ones values-e.g.I like body shop because the company doesn’t use animal testing

• 3)Knowledge- attitude object reduces uncertainty and gives us comot of knowing e.g.I love Time because it keeps me updated with the stars of film industry

• 4)Ego-Defensive- attitude object helps us protect our ego-e.g.I don’t like that student because he misbehaved with me

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• Tri component Attitude Model• Multi attribute Attitude Model• -Attitude towards the object• -Attitude towards the behaviour model• - theory of reasoned action

The Trying to consume ModelAttitude toward the Ad Model

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A simple representation of the tri componenet attitude model

• Cognition, Affect, conation

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• Cognitive component –beliefsThe knowledge and perceptions that are acquired b a compination of direct

experience with the attitude object and related information from various sources

• Affective component - feelings/emotionA consumers emotion or feelings about a particular product or brand.Even people are branded

• Conative component – intentionThe likelihood or tendency that an individual will undertake a specific action or

behaviour in a particular way with regard to the attitude object

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ATTITUDE HIERARCY

• A) The learning hierarchy(rational hierarchy)THINK-> FEEL – > Act

• B)Emotional HierarchyFeel then think then act

• C)The Low Involvement HierarchyACT then FEEL then THINK

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Attitude Hierarchy

• A) The Learning Hierarchy(High involvement)

• B)Emo hierarchy(high involvement)- Bought a product on sale and realised it wasn’t worth it and now you’re not happy

• C) Low involvement hierarchy(low involvement)Grocery shopping where you buy something due to impulse buying e.g. chewing gum cause of no change, then you taste and develop cognitive processes

• Every single person has a different attitude so it differs for everyone person

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What Information Does This Ad Provide to AssistConsumers in Forming Attitudes Toward

the Saturn Vue Hybrid?


It is Stylish, Safe, and Good for the Environment


Structural Models of Attitudes

• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model


Cognition

A Simple Representation of the Tricomponent Attitude Model - Figure 8.3


The Tricomponent Model

• Cognitive• Affective• Conative

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources

Components




A consumer’s emotions or feelings about a particular product or brand

Components




The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object e.g.

Components


Discussion Questions

• Explain your attitude toward your college/university based on the tricomponent attribute model.

• Be sure to isolate the cognitive, affective, and conative elements.


Multiattribute Multiattribute Attitude Attitude ModelsModels

Attitude models that examine the

composition of consumer

perceptions and assessment of key attributes or beliefs held with regards to a particular attitude

object.


Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Attitude is function of the presence of certain beliefs or attributes.

• Useful to measure attitudes toward product and service categories or specific brands.

• According to this model,consumer attitude towards a product or a specific brand of a product is a function of the presence(or absence) and evaluation of certain product-specific beliefs and of attributes

Types






• Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

• Corresponds closely to actual behavior

• It proposes that a consumer’s attitude towards a specific behabiour is a function of how strongly he or she believes that action will lead to a specific outcome(either fav or unfav)

• It corresponds more closely with the actual behavior than does the attitude toward the object model.

Types


Consumer Characteristics, Attitude, and Online Shopping






• Includes cognitive, affective, and conative components

• Includes subjective norms in addition to attitude

Types


A Simplified Version of the Theory of Reasoned Action - Figure 8.5


http://www.cosmogirl.com/

Discussion Question

• Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.


Theory of Theory of Trying to Trying to ConsumeConsume

An attitude theory designed to account for the many cases where the action or

outcome is not certain but instead reflects

the consumer’s attempt to consume

(or purchase).


Selected Examples of Potential Impediments That Might Impact Trying - Table 8.7


Attitude-Attitude-Toward-the-Toward-the-

Ad ModelAd Model

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the

consumer’s attitude toward the ad and attitude toward the

brand.


A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model -

Figure 8.6


Issues in Attitude Formation

• How attitudes are learned– Conditioning and experience– Knowledge and beliefs


How Does a Favorably Known Brand Name Impact the Formation of Consumer Attitudes

Toward a New Product?


There is Stimulus Generalization From the Lean Cuisine Brand Names to the New Product.


Issues in Attitude Formation

• Sources of influence on attitude formation– Personal experience– Influence of family– Direct marketing and mass media

• Personality factors


How Does a Cents- Off Coupon Impact Consumers’ Attitudes?


New Customers Will Try the Product,Existing Customers will be Rewarded.


Strategies of Attitude Change


Changing the Basic Motivational Function


Why and How Does This Ad Appeal to the Utilitarian Function?


The Product is Green and Works as Well or Better than Other Products.


Which Lifestyle- Related Attitudes Are Expressed or Reflected in This Ad?


Healthy Eating and Snacking Lifestyle


How Does This Ad Provide Information to Establishor Reinforce Consumer Attitudes?


It Raises the Question About UVA Rays and then Provides Information on Sun Protection.


Discussion Questions

• What products that you purchase associate themselves with an Admired Group or Event?

• When does it personally influence your purchasing?


How Is Fiji Water’s Link to an Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product?


They Might Have a More Favorable Attitude.


Attitude Change

• Altering Components of the Multiattribute Model– Changing relative evaluation of attributes– Changing brand beliefs– Adding an attribute– Changing the overall brand rating

• Changing Beliefs about Competitors’ Brands


How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product?


The Consumer Will Have a More Positive Attitude Overall from the New Attribute.


How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?


When It Was An Unfavorable Attribute


Which Attitude Change Strategy Is Depicted in This Ad?


Changing the Overall Brand Rating


How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes

Toward Its Own Brand?


By Showing Better Wear Protection


Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

Customer attitudes are changed by two

distinctly different routes to persuasion:

a central route or a peripheral route.


Elaboration Likelihood Model


Behavior Can Precede or Follow Attitude Formation


Issues in Attribution Theory

• Self-Perception Theory– Foot-in-the-Door Technique

• Attributions toward Others• Attributions toward Things• How We Test Our Attributions– Distinctiveness– Consistency over time– Consistency over modality– Consensus


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Chapter 8 Consumer Behavior

Education

Transcript of Chapter 8 Consumer Behavior