Consumer Decision Making Model

MemoryProduct

knowledgeand involvement

Information in the environment

InterpretationExposure, Attention, and Comprehension

Knowledge, meanings and beliefs

IntegrationAttitudes and

intentions

Behavior

Attitudes & Intentions

PBB#5 1

Cb8 - 2

AttitudesOverall evaluation of a concept represented as general feelings of favorability or unfavorability

The goal of the integration process is to analyze the personal relevance of the

concept and determine whether it is favorable or unfavorable

Whether a given attitude will affect interpretation or integration processes

depends on its accessibility in memory (probability of activation)PBB#5 2

Cb8 - 3

Level of Specificity of a Attitude ConceptLevels of

attitude concept Examples

Pizza restaurants

Fast-food restaurants

Burger King

Hamburger restaurants

Grant Street McDonald’s

McDonald’s

McDonald’s at Chester Mall

Eating lunch with friends at Grant Street McDonald’s

Eating dinner with kids at Grant Street McDonald’s

Eating dinner with kids at Grant Street McDonald’s

after soccer game

Eating dinner with kids at Grant Street McDonald’s

for a birthday party

Product class

Product form

Brand

Model

Brand/model/ general situation

Brand/model/ specific situation

PBB#5 3

Cb8 - 4

Attitude-Toward-Object Model

n

AO = bi ei

i = 1

where: Ao = the person’s overall attitude toward the object

bi = the strength of his belief that the object is related to attribute i

ei = his evaluation or intensity of feelings toward attribute i

n = the number of relevant beliefs for that personPBB#5 4

Cb8 - 5

7UPAo = 27

Lemon-lime flavor

e3 = -1

All natural ingredients

e2 = +1

No caffeinee1 = +3

Multi-Attribute Attitude Model

b2 = 5

b1 = 10

b3 = 8

AO (7 UP) = (10 x +3) + (5 x +1) + (8 x -1) = 27PBB#5 5

Cb8 - 6

Diet Pepsi

Ao = 4

Cola flavor

e3 = +1

Caffeinee2 = -3

No caloriese1 = +2

Multi-Attribute Attitude Model

b2 = 6

b1 = 6

b3 = 10

AO ( Diet Pepsi) = (6 x +2) + (6 x -3) + (10 x +1) = 4PBB#5 6

Cb8 - 7

Theory of Reasoned Action

Beliefs that relevant others think I should perform the behavior B

Motivation to comply with

relevant others

Intention to

perform behavior

Subjective norm about behavior B

Attitude toward

behavior B

Beliefs that behavior B leads

to salient consequences

Evaluation of salient

consequences

Relative weighting

for importance

Fishbein’s Behavioral Intentions Model

PBB#5 7

Cb8 - 8

Fishbein’s Behavioral Intentions Model

B ~ BI = w1 (AB) + w2 (SN)

where: B =the person’s actual behavior, which is approximately equal to BI

BI =his intention to behave in a specific manner

AB =his attitude toward performing that behavior

SN =the subjective norm regarding this behaviorw1, w2 =weights representing the relative influence of AB

and SN, respectively, on behavioral intentions

PBB#5 8

Cb8 - 9

Attitude Toward Behavior Component

B ~ BI = w1 (AB) + w2 (SN)

n

AB = bi ei

i = 1

where: AB =the individual’s overall attitude toward performing the specific behavior

bi =the person’s belief that performing that behavior results in consequence i

ei =the person’s evaluation of consequence i

n =the number of relevant behavioral beliefs

PBB#5 9

Cb8 - 10

Subjective Norm Component

B ~ BI = w1 (AB) + w2 (SN)j

SN = bk mkk = 1

where: SN =the individual’s subjective norm regarding the specific behavior

bk =his normative belief that reference group or person k thinks he should or should not perform the behavior

mk =his motivation to comply with the thoughts of referent k

j =the number of relevant referentsPBB#5 10

Cb8 - 11

Calculating Attitude Toward Purchasing Vacations

n

Overall attitude toward purchase: AB = bi ei = +2 +7i = 1

Salient beliefs England Japan Evaluation England Japanabout consequences Trip Trip Score (ei) Trip Trip

Belief Strengths (bi) Product (bi ei)

Taking the England/Japanvacation package in July will:

Increase my social contacts +4 +2 +3 +12 +6

Provide a restful vacation +2 +1 +1 +2 +1

Improve my mental attitude +2 +3 +2 +4 +6

Be expensive +3 +3 -2 -6 -6

Make me more interesting +1 +3 +2 +2 +6

Involve difficult language skills +4 +2 -3 -12 -6

PBB#5 11

Cb8 - 12

Calculating Subjective Norm

England Japan Motivation to England JapanSalient Referents Trip Trip Comply (mi) Trip Trip

Brother +2 +1 +1 +2 +1

Special Friend +2 +2 +3 +6 +6

Boss +1 +2 -2 -2 -4

3

Subjective norm: SN =bk mk = +6 +3k = 1

PBB#5 12

Cb8 - 13

Theory of Reasoned Action TotalsExpression of the Weighted Relationship

between Attitude Toward Behavior, Subjective Norm,and Behavioral Intention in Fishbein’s

Behavioral Intentions Model

B ~ BI = w1(AB) + w2(SN)

w1 = .7 w2 = .3

England Trip Japan Trip

w1 (AB) (0.7) (2) = 1.4 (0.7) (7)= 4.9w2 (SN) (0.3) (6) = 1.8 (0.3) (3)= 0.9Total 3.2

5.8

PBB#5 13

Cb8 - 14

Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships

1. Intervening timeOpportunity for more factors to occur

2. Different levels Measured intention should be of specificity specified at the same level as the observed behavior

3. Unforeseen Out-of-stockenvironmental event

4. UnforeseenSituation different that the situation context of when it was context measured

PBB#5 14

Cb8 - 15

Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships

5. Degree of voluntaryUncontrollable events

control6. Stability of

Intentions founded onintentions

only a few weakly held beliefs

7. New informationChange in beliefs

because of new information about the salient consequencesPBB#5 15

Cb8 - 16

Comes in a pump

Gets teeth cleanIs more expensive than store brands

Has a red, white, and blue package

Freshens breath

Has a tartar-control formula

Has fluoride

Prevents cavities

Is made by Procter & Gamble

Approved by the American Dental

Association

Is what my parents use

Has mint flavor

Comes in a gel

Comes in tubes

No mess

Tastes good

Crest

Salient Beliefs (Activated and consciously considered beliefs at a particular time and in a specific context)

PBB#5 16

Cb8 - 17

Brand EquityA strong, positive brand attitude

(favorable evaluation of the brand) based onfavorable meanings and beliefs that areaccessible in memory (easily activated).

Measures:• Substitutability• Repeat Purchase Rate• Concentration• Demand Elasticity

PBB#5 17

Cb8 - 18

Acquisition of Brand Equity

• Build by ensuring that the brand actually delivers positive consequences and by consistently advertising these important consequences

• Borrow by extending a positive brand name to other products

• Buy by purchasing brands that already have equity

PBB#5 18